Foreword Yunnan is abbreviated as 滇, located in the southwestern border of China, adjacent to Guizhou and Guangxi in the east, Sichuan in the north, Myanmar in the west, and Laos and Vietnam in the south. Under the control of the southeast monsoon and the southwest monsoon, Yunnan is also affected by the Tibetan plateau, and the dangerous peaks and valleys are criss-crossed. The rivers and rivers have a long history, and the unique geographical environment of the lakes and hot springs has formed the unique climatic conditions of Yunnan. “One mountain is divided into four seasons and ten different daysâ€. The province has a cold, warm and hot climate, which is rare in the world. In 2005 alone , the total retail sales of social consumer goods in Yunnan Province exceeded 100 billion yuan , an increase of 13% . The total retail sales of consumer goods in the whole year showed a steady growth trend , and the gap with the national level gradually narrowed . The market monitoring and supervision system was initially established , and the planning of the commercial outlets in the city was fully launched . The construction of the Wancun Qianxiang market began to be implemented and the market environment continued to improve . It can be said that Yunnan Province has gradually formed an important venue for the expansion of the daily chemical product market. Yunnan dealer features  One side of the water and soil, Yunnan due to the unique terrain, the characteristics of Yunnan dealers are different from other places. If you want to open up business in Yunnan, you must follow the customs and know some commonalities of Yunnan dealers. Yunnan dealers lived in the extremely difficult environment of the Yunnan Plateau, and they developed the quality of hardworking, simple, and frugal, and the charity was peaceful and peaceful. This kind of temperament is manifested in the dealers in Yunnan, which is reflected in the fact that making money does not compete for big fortune, not asking for the news, willing to be flat. In Yunnan, you can't see signs in the store that are “big saleâ€, “big bleedingâ€, “big saleâ€, “jumping priceâ€, etc. They don’t do this kind of advertising that deceives customers, but honesty. Buying and selling, earning is to understand the money. Therefore, when doing business with a Yunnan distributor, the price must be true and treat each other with integrity. Yunnan dealers don't play tricks, they don't like the kind of people who "see people talk, talk about ghosts," and they don't have the kind of cleverness. In their minds, if you lied to your friends, you lost a friend; you lied to your relatives, and then you will have no face to enter the door of others. The people of all ethnic groups in Yunnan have a good style of hospitality. Therefore, the hospitality of Yunnan dealers is also very enthusiastic, and they rarely bargain with the guns. It’s easy to do business with them, just as enjoyable as being at their home. Yunnan dealers are particularly hard-working, and dealers are adhering to the traditions of their ancestors. In order to find products, the prefecture-level dealers took the train for more than ten hours to come to Kunming to participate in the China Merchants Express Train. After getting off the bus, they did not quit their journey and searched for supplies, or negotiated. In view of the characteristics that Yunnan dealers can endure, they must respect their labor when doing business with them, and cooperate with them in good faith to achieve mutual benefit. Yunnan dealers like to be free, not to pursue the perfection of life, and to be sloppy in character. When they are reluctant to do something, it is difficult for you to use a few horses to pull him. This stubborn temper is shared by many Yunnan businessmen. Therefore, it is difficult for strong people in front of Yunnan dealers to cause resentment and even get angry. Therefore, instead of having no results, it is better to respect them and do business well. Yunnan dealers generally have low requirements for quality of life and are easily satisfied. They are small and safe, and small rich is happy. They generally do not pursue wealth and do not like to think about how to make money and make a fortune. Baoping is not the first principle of many dealers. It is the criterion for them to do business without taking risks and making money. In response to the characteristics of Yunnan merchants, they can take some measures when doing business with them. Give them some profit, they will taste the sweetness, they will be happy to deal with you, so that they feel that this business can still be done. However, when cooperating, it is necessary to guard against the fact that they are no longer aggressive. Overview of the provincial capital Kunming daily market In the eyes of outsiders, this place in Yunnan is really strange. From the folk songs of Yunnan Eighteen, you can see a glimpse. In Kunming, the provincial capital, the reporter also feels that this Yunnan market is a bit strange, that is, there are very few supermarkets. From the road head of Beijing Road to the end of the road, you can see a small-scale self-selected shopping mall near the train station, and the entire youth road, there is no one in the size of the supermarket, even the daily specialty stores are very rare. A long way, the reporter saw two beauty salons. When I walked into a store, there were two rows of shelves in Nuoda’s store. There were quite a few products on the shelves. However, these products are very Have their own characteristics, most products are packed in large bottles, and 90% of the packaging is in English, Korean, and Japanese. When the reporter asked about the origin of these products, the owner said that it is generally Guangdong. That is to say, all are domestically produced foreign goods. Individually branded Chinese brands are generally rare cards that have rarely been seen. Listening to taxi drivers and some local residents said that there are two or three international KA stores in Kunming, such as Wal-Mart, Carrefour, and Good , and there are very few local supermarkets, especially the strong supermarket chains. Finally, the reporter found a supermarket that is not very large in size. There are not many daily chemical products. The washing powder is Tide, Libai, carved, white cat, and mysterious. Shampoo is dominated by Longliqi and Pan Ting. Others include Bawang, Shulei, Lucy (Guangzhou Jiayin) and other small brands, while toothpaste, there are many categories, Crest, Yu Mu, cold sour spirit, double needle, Colgate, etc., prices range from high to low However, the local high-priced toothpaste Yunnan Baiyao did not see it. This is exactly the phrase in the 18-year-old Yunnan. "The cigarette is not easy to sell," meaning that Yunnan produced a good product, but it is local. I can rarely buy it. However, supermarkets are rare, and department stores are quite a lot. Walking on the street, you can see the department stores everywhere. Moreover, the oversized billboards outside the department stores are mainly cosmetics. It can be seen that the local high-end cosmetics are relatively strong. Into the counter on the first floor of Parkson Building, there are more than 20 products, of course, mainly foreign products, such as Maybelline, Olay, L'Oreal, Lancome, Opal, etc., but there are also some domestic strong makeup and skin care brands, such as Kazi Lan, Zheng Mingming, and so on. Kunming does not have a professional daily wholesale market. Unlike Guangzhou, there are five generations in Shenyang, five in love in Shenyang, and three in Shijiazhuang. Kunming's daily chemical wholesale store concentrates on a certain part of the Yunfang commercial district. There are about 80 daily chemical shops in it. The scale is not large. They are mostly wholesale and retail, serving the whole Yunnan province and neighboring Sichuan. , some prefecture-level cities in Guizhou. This daily wholesale market has the same products as other cities. They are more terminal products, such as Lafang, Piaoying, Celebrities, Tianshun, Haodi, Bright Makeup, Kangwang and other circulation brands. In doing, but not strong, big brand products are not dominant here, such as Procter & Gamble, Sibao, Unilever, Longliqi, Shanghai Jahwa and many other large enterprise products, not many here, but some The second and third line of end products are very active here, such as Bi Finland's skin care products, 黛妃, Mengzhuang, zero makeup and so on. In general, the daily chemical market in Kunming is not very active. On the contrary, the daily chemical products in the states, cities and counties below Yunnan are more active. Second- and third-tier cities daily market research For special reasons, the questionnaires for the daily chemical market in Yunnan's second- and third-tier cities include Liupanshui, Anshun, Xingyi, and Panzhihua and Xichang in Sichuan, in addition to the cities and counties under the Yunnan. In this questionnaire, county-level dealers accounted for 57% , prefecture-level dealers accounted for 35% , and townships and villages accounted for 8% . Among them, 15% for supermarkets, and supermarket retailers accounted for 15% . 27% , wholesale and retail accounted for 47% , in Yunnan, many dealers are doing wholesale and retail together. In the investigation, it was learned that Yunnan's daily chemical dealers did not do much, and this may be related to the mentality of the small distributors in Yunnan. In the surveyed dealers, monthly sales of Japanese products in the proportion of 1-5 million for accounting for the highest number, 52%, followed by 5-20 million and million or less accounted for 18%, while per The proportion of more than 500,000 in the month only accounts for 11% . It is worth mentioning that many of the big dealers that are doing are not local businessmen, but Zhejiang and Chaoshan are more entrepreneurs in Yunnan. In the past year, more than half of the dealers said that sales were basically the same as the previous year, and 35% of dealers said that sales have increased in the past year, and 9% of dealers believe that their sales have declined in the past year. According to dealers, the main factor affecting sales performance is too much competition, followed by product reasons, business reasons and management reasons. Therefore, 55% of Yunnan dealers said that the new year is only willing to increase investment slightly, slightly increase products, and 26% only want to maintain the scale of operations in the past. 1. Product sales 1.1 shampoo sales In the local area, the most popular shampoo packaging for consumers is 350-500ml , the price is 10-18 yuan, followed by 500-800ml , the price is 19-30 yuan, and the shampoo above 800ml is relatively less popular. It is. In the bottle shape selection of shampoo, 55% of consumers like to expose the cap, 45% like to have a pump head. 1.2 skin care products sales The consumption level in Yunnan is not too high, especially in the second and third tier cities. Therefore, among the local skin care products, the best selling price is 20-40 yuan, and the total sales of cosmetics in this grade account for % , followed by Less than 20 yuan. A dealer in Dali told the author that in Dali, the lower the price, the better. 1.3 toothpaste sales There are many types of toothpaste in Yunnan, and the prices are also high, medium and low, but they are generally ordinary functional products. Some special, relatively high-priced toothpaste products are rare in the local area, such as LG 's bamboo salt toothpaste and Colgate. Cool toothpaste, local strong brand Yunnan Baiyao toothpaste, basically the local toothpaste price is below 10 yuan. 61% of consumers said that they buy 3-6 yuan toothpaste every day, and 31% of consumers said they only buy 3 yuan or less. Buying 6-10 yuan toothpaste seems to be a luxury in the local area. Consumption, only 8% of consumers sell 6-10 yuan, and more than 10 toothpaste is rarely visited. In the local area, the toothpaste with fresh breath is the most popular, accounting for 37% , followed by whitening and anti-mite, each accounting for 28% , while the solid tooth function is only 7% . Therefore, many manufacturers are expanding the product line. Whether it is possible to formulate toothpaste products with different functions according to different cities. 1.4 Other types of products In Yunnan, shower gel products are not sold very well. The most products may be the cleansing of P&G. Therefore, the price of local consumers buying shower gels is also concentrated between 10-20 yuan. However, domestic manufacturers can not This is a blueprint. After all, this price is P&G . Consumers who choose 5-10 yuan shower gel also have 19% . The makeup of the second and third tier cities in Yunnan is also just developing, and the overall sales are not very high, but from the conversation with the dealers, the sales situation of the makeup is very good. In the local area, the most popular make-up products belong to lipsticks. The proportion of consumers who choose lipstick is 35% , the proportion of foundations is 29% , the proportion of eye shadows is 15% , and nail polish and eyebrow pencils each account for 10% . 2. Local main business methods In the second and third tier cities of Yunnan, although dealers have the idea of ​​Xiaofu Zean, they are very hardworking to sell products and seek small profits before they have yet to be rich. In the operation, dealers often promote some products, 38% of dealers said that his main push is based on the profit margin of the product; 30% of dealers said that his main push is based on the support provided by the manufacturer. Products; and the choice of products that can drive the market atmosphere to do the main push, also accounted for 27% , but the backlog of products is very small, only 5% , we have also analyzed before, Yunnan Dealers are very honest, they rarely use the form of "big bleeding" to deceive consumers. Among the categories, 52% of dealers believe that cosmetics are the most needed for promotion. Secondly, distributors who think that shampoos and related products need to be promoted also account for 33% . In Yunnan, think of toothbrushes, toothpaste and related. There are fewer distributors for products to be promoted, and only 2% of them are in this area . Most dealers are promoting during the holiday season, 27% of dealers said they will have a promotion in January, 16% said that there will be two or three times in January, and the daily promotion is basically some shopping malls, which also account for 5%. 54% of dealers believe that the cost of promotion should be fully supported by the manufacturers, and 38% of the people think that the manufacturers come out at their discretion, and everyone cooperates with each other, and the distributors who think that they do not care are only 8% . If the manufacturer does not support the promotion fee, 64% of the dealers said that they have to look at the specific situation, and 24% of the dealers believe that even if the manufacturer does not pay, he will promote the promotion, and clearly stated that If the manufacturer does not pay for it, he will not promote it, but the ratio is not much, only 8% . 3. Selection of new products When holding the China Merchants Express train in Kunming, the author made a general understanding of the mentality of Yunnan dealers to select new products. When choosing a brand to represent, 33% of dealers said that they value the brand's popularity and advertising intensity. 30% of dealers said that they chose new products mainly to see whether the product positioning is in line with local consumption level; The profit margin and corporate strength and technological advantages are relatively less, but they also account for 23% and 14% respectively . At the starting point for selecting new products, 40% of dealers said that they are trying to increase their business categories, and 36% said that they are trying to increase profits, and that dealers who use the reputation of the store as a starting point are not More, only 14% . Each year, the proportion of distributors with 3-6 new products accounts for 53% of the total , and the increase of 7-10 accounts for 13% , while the increase of 2 or less accounts for 29% . When they choose new products, they pay more attention to the brand and product price of the products, followed by the efficacy of the products, and the packaging only accounts for 9% . 4. Local consumer situation Statistics found in the survey, local leaders to buy shampoo, washing powder and other Japanese consumer products, mainly 20-40 year-old age group, the proportion of 89%, and 40-50 years of age accounted for only 11% The purchase of cosmetics is mainly concentrated in the age of 30-40 years old, 20-30 also accounts for 35% of the proportion, therefore, manufacturers in various types of publicity and promotion means, should combine this feature to find the right way. In the local area, consumers who regularly use the same brand account for 50% , while consumers who frequently change brands have 40% . In terms of brand replacement, the factors affecting them are different. The most influential is advertising. 29%, followed by a friend, also has 25% visible reputation in the local consumer is very important, new features, promotions, or use the original brand is not satisfied all contributing factors consumers to switch brands, all It accounts for about 15% . According to the feedback from statistics, 73% of dealers believe that the future consumption trend of the local market is still relatively optimistic, the purchasing power of consumers will increase, at least to achieve a stable balance, and that purchasing power has weakened, and local consumption is not The dealers who are too optimistic account for a small share, accounting for only 16% of the total . 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China Washing Market Survey - Yunnan
In dealing with distributors in various regions of Yunnan, many dealers have indicated that they can still operate in the local area. According to the current operation, shampoo is the best-selling category, accounting for 37% of sales , followed by washing powder. Toothpaste, each accounted for about 20% , of course, these three are the daily necessities of every family. The proportion of sales of skin care products accounted for 19% , and the proportion of makeup and shower gels was 2% and 1% respectively . Therefore, it can be seen that in the second and third tier cities of Yunnan, makeup and shower gel are not very strong at present. Then, in this non-powerful market, the intention is that there is still a chance or no chance. It may be that every manufacturer has to sell shoes like an island. (See Figure 1)
In the function of shampoo, Yunnan, like other provinces and cities in China, has the best selling of anti-dandruff products, followed by hair care, anti-off, smooth and moisturizing functions. It is worth mentioning that the black hair products are not very good at the local market. In all shampoo products, the sales ratio only accounts for 3% , and what is even more surprising is that the shampoo with luster function is locally The market's sales are basically zero. This point has caused the attention of the manufacturers. It is necessary to put the shampoo into the cities and counties under the cloud in Yunnan. Try to use the cloud shavings, hair care and anti-off functions. It is best not to use the products with bright effects as the main push products to prevent the effort. Not pleased. (See Figure 2)
The climate in Yunnan Province is very dry. Therefore, skin care products are mainly based on efficacy. Although whitening is popular in the local area, in general, moisturizing and hydrating functions account for a larger proportion. In 2005 , the best-selling skin care products were whitening, accounting for 31% of the total sales , followed by hydrating and moisturizing, each accounting for 28% and 16% . Of course, Kunming's four seasons are sunny, so sunscreen Products also accounted for 13% . (See Figure 3)
In the operation, after the dealer has determined the main push product, 46% of the people will put the main push product on the display plus the prominent position, while the guide adopts the first recommendation, and also has a 27% ratio; This method is the main push, which also accounts for 25% . In the promotion, the gift is the main strategy adopted by the dealers, 51% of the dealers are mainly based on the promotion of gifts; of course, discounts and shopping points are also the means of local dealers. (Figure 4)
In normal times, the dealers in the second- and third-tier cities in Yunnan are basically selecting new products through the promotion of the company's salesmen and participating in large-scale industry exhibitions. Of course, it is also important to participate in the order meetings organized by enterprises. The way, accounting for 24% , also accounted for 21% of the media advertising information or other channels . In general, Yunnan dealers are still more accustomed to people to send products to their doorsteps.
After selecting new products, dealers in second- and third-tier cities in Yunnan hope that manufacturers can provide 42% of the distribution of trial support , and hope that the manufacturers will guide the operation of 26% , and hope that manufacturers can send relevant personnel to explain relevant In terms of knowledge, it also accounts for 28% . (See Figure 6)