Zhang Huixiang was one of the first people in Shanxi Province to join the New Passage Union Warehouse. When his agent friends around him were still worried about this new model, he quickly made a decision and threw himself into the joint warehouse project. Bold, keen, like to take the initiative, Zhang Huixiang gives people the feeling is like this. As he himself put it, "Since I have chosen to recognize and believe in this model, I will spare no effort to move forward." ”
Zhang Huixiang, owner of the joint warehouse in Xiangfen County, Linfen City, Shanxi Province
Put aside your doubts and make a decision on the spot
Data from the first half of 2019 show that china's urban consumer goods retail sales increased by 8.3% year-on-year, rural growth of 9.1%, rural consumption growth continued to be faster than urban, China's fourth-, fifth- and sixth-tier markets have huge consumption potential. For Jingdong New Channel, the creation of the joint warehouse model has become a "shortcut" to open up the county's economic penetration channels.
In May 2018, Zhang Huixiang heard for the first time about the "Joint Warehouse" project from a friend who was also an agent. At that time, small agents like Zhang Huixiang deeply felt the impact from the internet, and the B2B platform was getting more and more attention from them. Many offline agents have a "love and hate" ambivalence about the Internet: they are worried that online platforms will steal their business, and they are afraid that they will not be able to keep up with the "trend" and be abandoned by the times.
Zhang Huixiang can also understand these people's doubts and concerns about the new model, but he sees more of the opportunities and challenges brought by this model. Zhang Huixiang has been working in the milk field for many years, with a good reputation and a stable customer base in the local area, but he has never been involved in other fields such as rest food and daily chemicals. For him, his work has reached a stage where he needs to make changes, sailing against the current, and retreating if he does not advance. The joint warehouse was a turning point for him.
Take the initiative and act vigorously
After making a decision, Zhang Huixiang quickly contacted the local theater manager of Xintong Road and expressed his willingness to join the joint warehouse project. At this time, the arrival of Mondelëz opened up a new journey for him and his team.
As the world's leading food rest company, Mondelëz has many well-known national food break brands. With the trend of consumption grading and the prominence of county economic importance, Mondelëz has taken the lead in many FMCG counterparts, going deep into counties and townships to line up in the sinking market. The cooperation between Mondelëz and The Joint Warehouse can be said to coincide: the Joint Warehouse needs a strong brand owner and deeply rooted products as pioneers, and Mondelëz needs a full-link channel that can open the sinking market.
Therefore, Zhang Huixiang's joining naturally opened a pilot project of platform, joint warehouse and brand owner cooperation. In order to better help himself and his team through this period of transformation, Zhang Huixiang worked with Xintong and Mondelëz to formulate a detailed and practical task plan, and the refinement of store management and the real-time support of data go hand in hand. During this time, they have grown tremendously, and team members who were still skeptical of the new model have really felt the revenue growth that the new model brings to the team and individuals, so they change their minds, begin to recognize and choose to believe in the new model.
Taking MondelēZS' "Xuanao Jianghu" activity as an example, Zhang Huixiang worked with Xintong and Mondelëz to formulate tasks, launched a team battle, expanded core KPIs, and finally achieved an amazing performance of 8 times the growth of active stores, more than 16 times sales, and an 88% increase in penetration. In the just-concluded 6.18 promotion, Zhang Huixiang and his team also won the "Best Horse Award". Team members work together to expand business coverage.
In the past year or so, the innovative operation mode of The Joint Warehouse (consignment sales, agency, distribution) has brought tangible business growth and substantial business experience to Zhang Huixiang and his team. In this regard, Zhang Huixiang said, "The reason why the new model is new is that it breaks the traditional concepts and cognitions of the past, and we need to constantly try and move forward." Only by being bold and careful and having the courage to embrace new things can we get a piece of the pie in this Internet age. ”