{{sellerTotalView > 1 ? __("sellers", {number: sellerTotalView}) : __("seller", {number: sellerTotalView}) }}, {{numTotalView > 1 ? __("items", {number: numTotalView}) : __("item", {number: numTotalView}) }}
free FREE

Change Your Zip Code

Inventory information and delivery speeds may vary for different locations.

Location History

{{email ? __('Got it!') : __('Restock Alert')}}

We will notify you by email when the item back in stock.

Cancel
Yami

Jingdong book

破局:31场销售战

{{buttonTypePin == 3 ? __("Scan to view more PinGo") : __("Scan to start")}}

破局:31场销售战

{{__(":people-members", {'people': item.limit_people_count})}} {{ itemCurrency }}{{ item.valid_price }} {{ itemCurrency }}{{ item.invalid_price }} {{ itemDiscount }}
Ends in
{{ itemCurrency }}{{ item.valid_price }}
{{ itemCurrency }}{{ priceFormat(item.valid_price / item.bundle_specification) }}/{{ item.unit }}
{{ itemDiscount }}
{{ itemCurrency }}{{ item.valid_price }} {{ itemCurrency }}{{ priceFormat(item.valid_price / item.bundle_specification) }}/{{ item.unit }} {{ itemCurrency }}{{ item.invalid_price }} {{itemDiscount}}
{{ itemCurrency }}{{ item.valid_price }}
Sale ends in
Sale will starts after Sale ends in
{{ getSeckillDesc(item.seckill_data) }}
{{ __( "Pay with Gift Card to get sale price: :itemCurrency:price", { 'itemCurrency' : itemCurrency, 'price' : (item.giftcard_price ? priceFormat(item.giftcard_price) : '0.00') } ) }} ({{ itemCurrency }}{{ priceFormat(item.giftcard_price / item.bundle_specification) }}/{{ item.unit }}) Details
Best before

Currently unavailable.

We don't know when or if this item will be back in stock.

Unavailable in your area.
Sold Out

Details

Full product details
Content Description

本书以一名大区经理为主角,以市场上的真实案例为蓝本,深度剖析基层销售单位各层级人员的真实想法和做法,让读者看到一个个销售决策从制订到无疾而终或大获全胜的全过程。本书所有故事均来源于真实案例,容易引起共鸣。全书以小故事呈现,独立章节,阅读性强,趣味性强。案例直击执行核心短板,易理解,好执行。从人性角度揭示基层人员想法,提高读者管理“情商”。

Author Description

蔡海彬,男,汉族,籍贯河南郑州,快消品营销实战专家,多家知名媒体特约撰稿人,曾先后就职于洽洽食品、三全食品等知名公司,现为仲景大厨房股份有限公司零售事业部总经理。


范超伟,速途网络微社群联盟总经理,社会化营销专家。带队在全行业首次推出“千群直播”的社群玩法,并在白酒、银行等多个行业实践了*个社群营销、粉丝营销的案例,被业内誉为“企业社群营销的发令枪”。2000年初,曾参与创办《网易商业报道》,后转战中国*大营销实战类媒体《销售与市场》担任执行主编。其间研究并实践营销十余年,同期担任多家知名企业营销管理顾问。

Comments

此书从快消人心理出发,同时涉猎快消中的管理、团队、客户、渠道等。精准的案例剖析,文字虽浅,道理深刻。在此诚挚推荐各位快消业同仁同修。

——许良传 加多宝营销总监

深刻记录营销人的心路历程,真实再现典型营销战场。《破局:31场销售战》——中国快消品营销人的实战教科书!

——梁剑 糖烟酒周刊主编

看此书,犹如置身一场场营销战役之中。听鼓角争鸣,看人情冷暖。而胜在哪里,败在何处,更是清清楚楚。其角度新颖但道理深刻,各位同仁,不妨一读。

——刘新华 统一企业营销企划室总经理

Catalogue

1 区域团队的生态链危机/ 001
2 在加码中败退/ 006
3 业务团队“腰软”带来的痛/ 011
4 当团队有了挡箭牌/ 017
5 样板市场如此褪色/ 023
6 变味的“周库存”/ 029
7 新品航道上的“冰山”/ 035
8 “防线”失守于团队内部/ 041
9 谁该为内耗丢失的销量负责/ 047
10 隔级留人:清障还是设障/ 053
11 火速开赴KA 战线后的挫败/ 057
12 平凡的颠覆/ 063
13 一场渠道区隔为王的好戏/ 069
14 陪太子读书后的妥协/ 075
15 真假网购战/ 081
16 办事处经理枪口下的屡次错杀/ 087

17 挖潜跨区KA 的销量为何碰壁/ 093
18 商业无间道:经销商发起“人才暗战”/ 099
19 “虚胖”的经销商联盟/ 105
20 悬在钢丝上的涨价/ 112
21 一个“政策包装”高手的倒下/ 119
22 隐藏的渠道惰性/ 125
23 “司空见惯”的管理红线,他踩得,你踩不得/ 131
24 门店偶然爆量引发的一场冲动/ 137
25 “大数据”分析一线销售日志得出的惊人结论/ 143
26 有形渠道背后的隐形渠道开发/ 150
27 谁造成了区域执行力踏空/ 156
28 两次地头蛇清除行动为何战果迥异/ 162
29 投入减,销量升,哪里错乱了/ 168
30 经销商挟“平台模式”坐地起价之后/ 174
31 KA 线全面告急:老二为何让老大无处可藏/ 180

Introduction

序1

风师怜我征程至

加多宝营销总监许良传

余在快消行业飘荡数十载,自一线而至统御一方,对快消人的种种表现及心理跨越,感悟颇多。今日读到蔡范二位先生大作之后,如一张张胶片,让往事犹电影般历历过目,也勾起过往幸福与失落的记忆。

当今快消人有很多的“难”。难在如何做到抛弃骄躁,踏实有效地寻求解决方案及方法;难在如何带团队、管团队;难在如何把脉管理;难在如何在竞争中取胜;难在如何与经销商水火相济;难在种种难。

蔡范二位先生用一则则市场中的案例,通过对管理中各层级人员的心理分析,揭示出信息传递失真、管理缺乏闭环、管理在最后一公里变形等诸多问题的真相。

是的,如今的快消行业可谓狼烟四起、一片混战。大家都在求新求变,如何新如何变,不是光说不练,而是真正的“不换思路就换人”的坚决。好的执行者未必是一名成功的管理者,在快消的战场上处处都在凸显出“人”的重要性。

当然,变的不止是人和团队,变的还有渠道。现今的快消战役在传统渠道中炮声隆隆,在新兴电商平台中也是旌旗飘扬。如何让传统连接流行,如何在流行中发挥传统的力量优势,蔡范二位先生的案例剖析,自然也是极好的范本。

浮躁、功利,让我们部分快消人变得更加短视,让我们的客户有了更多责难与说词。当然就像一千个人眼里有一千个哈姆雷特,如何解决种种问题,我想这不是手把手就可以教出来的,但是蔡范二位先生的案例给到我们的启发和感悟却是一剂解惑良药。

此书能够站在快消人的立场,以人为本,从快消人心理出发,同时涉猎快消中的管理、团队、客户、渠道等。精准的案例剖析,文字虽浅显, 道理却深刻。在此诚挚推荐各位快消业同仁同修。

序2

让我们一起在营销征途中放声高歌

《糖烟酒周刊》主编梁剑

一口气读完蔡海彬范超伟两位先生所著《破局:31场销售战》书稿, 被一个个生动实战的案例深深吸引,更被一段段精辟实用的总结分析所打动。合上书稿,脑海中挥之不去的是一幕幕主人公与各色对手“斗智斗勇”的场景。这种酣畅淋漓、不忍合卷的感觉,好像要追溯到一二十年前连夜抢读金庸先生《笑傲江湖》的时候了。只不过,金庸先生描写的是插上想象翅膀的对决,而蔡范二位先生总结的是营销战场每时每刻发生的战斗。

中国消费品行业有成百万、上千万营销人。从跨入营销界那一天起, 就时刻面临着常规的、突发的、形形色色的战斗。

与天斗。经济形势不好、市场形势严峻,要绞尽脑汁思考动销方案, 天气都可能成为我们的仇人,前两年的“凉夏”让众多饮料营销高手们备受折磨。

与地斗。渠道为王、终端为王,就没人说营销为王。这些王们都不好惹,稍有不慎,产品就将面临下架、封杀的“报复”。

与人斗。消费者天生喜新厌旧;老板们总希望用最少的钱办最多的事;下属员工一代比一代傲娇,既要哄,又要批,尺度拿捏的难度甚于绣花。除此之外,最难应付的还是和自己的较量。每天行走十几个小时,跑市场、看终端、拜访客户,挑战身体极限;不停应付突发事件和市场抱怨,挑战精力和情绪的极限;苦思冥想不同阶段、不同地域的市场方案, 挑战智慧的极限;批评、处理,甚至开除相伴多年的战友,挑战感情的极限。营销人的“我战争”,看不见、摸不着,却又旷日持久、如影随形。

战斗是薄情的,而营销人是深情的。所有精力、体力、智慧、汗水的付出,都源于我们对营销事业的热爱。用个人智慧解决资源投入不足的难题,推动企业步入一个又一个发展高峰;为客户提供完善服务,让合作伙伴收获更多财富和更大地盘;打是亲、骂是爱,哪个“带头大哥”不盼望跟随自己的兄弟姐妹能够出人头地?正是中国营销人的辛勤付出,才架起了产品和市场的道道桥梁,才扬起了面面高高飘扬的品牌旗帜,才有了消费品日新月异的今天。

在薄情的营销战场深情地战斗,这就是中国营销人的真实写照。蔡范二位先生的这本《破局:31场销售战》,深刻记录了营销人的心路历程, 也成就了全体快消品营销人的实战教科书。

与天斗、与地斗、与人斗、与己斗,其乐无穷,铸就成功。让我们一起在营销战斗的胜利征途中放声高歌吧!

Specifications

Brand Jingdong book
Brand Origin China

Disclaimer

Product packaging, specifications and price are subject to change without notice. All information about the products on our website is provided for information purposes only. Please always read labels, warnings and directions provided with the product before use.

View Full Terms of Use
Add to favorites
{{ $isZh ? coupon.coupon_name_sub : coupon.coupon_ename_sub | formatCurrency }}
{{__("Buy Directly")}} {{ itemCurrency }}{{ item.directly_price }}
Quantity
{{ quantity }}
{{ instockMsg }}
{{ limitText }}
{{buttonTypePin == 3 ? __("Scan to view more PinGo") : __("Scan to start")}}
Sold by JD@CHINA
Ship to
{{ __("Ship to United States only") }}
Free shipping over 69
Genuine guarantee

Added to Cart

Keep Shopping

More to Consider

{{ item.brand_name }}

{{ item.item_name }}

{{ item.currency }}{{ item.market_price }}

{{ item.currency }}{{ item.unit_price }}

{{ item.currency }}{{ item.unit_price }}

Coupons

{{ coupon.coupon_name_new | formatCurrency }}
Clip Clipped Over
{{ getCouponDescStr(coupon) }}
{{ coupon.use_time_desc }}
Expires soon {{ formatTime(coupon.use_end_time) }}

Share this item with friends

Cancel

Yami Gift Card

Get this exclusive deal when paying with gift card

Terms and Conditions

Gift card deals are special offers for selected products;

The gift card deals will automatically be activated if a customer uses gift card balance at check out and the balance is sufficient to pay for the total price of the shopping cart products with gift card deals;

You will not be able to activate the gift card deals if you choose other payment methods besides gift card. The products will be purchased at their normal prices;

If your account balance is not enough to pay for the products with gift card deals, you can choose to reload your gift card balance by clicking on the Reload button at either shopping cart page or check out page;

Products that have gift card deals can be recognized by a special symbol showing 'GC Deal';

For any additional questions or concerns, please contact our customer service;

Yamibuy reserves the right of final interpretation.

Sold by Yami

Service Guarantee

Yami Free Shipping over $49
Yami Easy Returns
Yami Ships from United States

Shipping

  • United States

    Standard Shipping is $5.99 (Excluding Alaska & Hawaii). Free on orders of $49 or more.

    Local Express is $5.99 (Available in Parts of CA, NJ, MA & PA). Free on orders of $49 or more.

    2-Day Express (Includes Alaska & Hawaii) starts at $19.99.

Return Policy

Yami is committed to provide our customers with a peace of mind when purchasing from us. Most items shipped from Yamibuy.com can be returned within 30 days of receipt of shipment (For Food, Beverages, Snacks, Dry Goods, Health supplements, Fresh Grocery and Perishables Goods, within 7 days of receipt of shipment due to damages or quality issues; To ensure that every customer receives safe and high-quality products, we do not provide refunds or returns for beauty products once they have been opened or used, except in the case of quality issues; Some products may have different policies or requirements associated with them, please see below for products under special categories, or contact Yami Customer Service for further assistance).
Thank you for your understanding and support.

Learn More

Sold by Yami

Terms and Conditions of Yami E-Gift Card

If you choose “Redeem automatically” as your delivery method, your gift card balance will be reload automatically after your order has been processed successfully;

If you choose “Send to Email”as your delivery method, the card number and CVV will be sent to the email address automatically;

Any user can use the card number and CVV to redeem the gift card, please keep your gift card information safely. If you have any trouble receiving email, please contact Yami customer service;

Yami gift card can be used to purchase both Yami owned or Marketplace products;

Yami gift card will never expire;

Yami gift card balance does not have to be used up at once;

All rights reserved by Yami.

Return Policy

Gift card that has already been consumed is non-refundable.

Sold by JD@CHINA

Service Guarantee

Yami Free Shipping over $49
Yami Easy Returns
Yami Ships from United States

Shipping

  • United States

    Standard Shipping is $5.99 (Excluding Alaska & Hawaii). Free on orders of $49 or more.

    Local Express is $5.99 (Available in Parts of CA, NJ, MA & PA). Free on orders of $49 or more.

    2-Day Express (Includes Alaska & Hawaii) starts at $19.99.

Return Policy

You may return product within 30 days upon receiving the product. Items returned must be new in it's original packing, including the original invoice for the purchase. Customer return product at their own expense.

Sold by JD@CHINA

Service Guarantee

Yami Cross-store Free Shipping over $69
Yami 30-days Return

Yami-China FC

Yami has a consolidation warehouse in China which collects multiple sellers’ packages and combines to one order. Our Yami consolidation warehouse will directly ship the packages to your door. Cross-store free shipping over $69.

Return Policy

You may return products within 30 days upon receiving the products. Sellers take responsibilities for any wrong shipment or missing items. Packing needs to be unopened for any other than quality issues return. We promise to pack carefully, but because goods are taking long journey to destinations, simple damages to packaging may occur. Any damages not causing internal goods quality problems are not allowed to return. If you open the package and any quality problem is found, please contact customer service within three days after receipt of goods.

Shipping Information

Yami Consolidation Service Shipping Fee $9.99(Free shipping over $69)

Sellers in China will ship their orders within 1-2 business days once the order is placed. Packages are sent to our consolidation warehouse in China and combined there. Our Yami consolidation warehouse will directly ship the packages to you via UPS. The average time for UPS to ship from China to the United States is about 10 working days and it can be traced using the tracking number. Due to the pandemic, the delivery time may be delayed by about 5 days. The package needs to be signed by the guest. If the receipt is not signed, the customer shall bear the risk of loss of the package.

Sold by JD@CHINA

Service Guarantee

Free shipping over 69
Genuine guarantee

Shipping

Yami Consolidated Shipping $9.99(Free shipping over $69)


Seller will ship the orders within 1-2 business days. The logistics time limit is expected to be 7-15 working days. In case of customs clearance, the delivery time will be extended by 3-7 days. The final receipt date is subject to the information of the postal company.

Yami Points information

All items are excluding from any promotion or points events on Yamibuy.com

Return Policy

You may return product within 30 days upon receiving the product. Items returned must be new in it's original packing, including the original invoice for the purchase. Customer return product at their own expense.

Yami

Download the Yami App

Back Top

Recommended for You

About the brand

Jingdong book

为您推荐

Yami
欣葉
2种选择
欣叶 御大福 芋头麻薯 180g

周销量 600+

$1.66 $1.99 83折
Yami
欣葉
2种选择
欣叶 御大福 芋头麻薯 180g

周销量 600+

$1.66 $1.99 83折
Yami
欣葉
2种选择
欣叶 御大福 芋头麻薯 180g

周销量 600+

$1.66 $1.99 83折
Yami
欣葉
2种选择
欣叶 御大福 芋头麻薯 180g

周销量 600+

$1.66 $1.99 83折
Yami
欣葉
2种选择
欣叶 御大福 芋头麻薯 180g

周销量 600+

$1.66 $1.99 83折
Yami
欣葉
2种选择
欣叶 御大福 芋头麻薯 180g

周销量 600+

$1.66 $1.99 83折

Reviews{{'('+ commentList.posts_count + ')'}}

Have your say. Be the first to help other guests.

Write a review
{{ totalRating }} Write a review
  • {{i}} star

    {{i}} stars

    {{ parseInt(commentRatingList[i]) }}%

Yami Yami
{{ comment.user_name }}

{{ showTranslate(comment) }}Show Less

{{ strLimit(comment,800) }}Show more

Show Original

{{ comment.content }}

Yami
Show All

{{ formatTime(comment.in_dtm) }} VERIFIED PURCHASE {{groupData}}

{{ comment.likes_count }} {{ comment.likes_count }} {{ comment.reply_count }} {{comment.in_user==uid ? __('Delete') : __('Report')}}
Yami Yami
{{ comment.user_name }}

{{ showTranslate(comment) }}Show Less

{{ strLimit(comment,800) }}Show more

Show Original

{{ comment.content }}

Yami
Show All

{{ formatTime(comment.in_dtm) }} VERIFIED PURCHASE {{groupData}}

{{ comment.likes_count }} {{ comment.likes_count }} {{ comment.reply_count }} {{comment.in_user==uid ? __('Delete') : __('Report')}}

No related comment~

Review

Yami Yami

{{ showTranslate(commentDetails) }}Show Less

{{ strLimit(commentDetails,800) }}Show more

Show Original

{{ commentDetails.content }}

Yami
Show All

{{ formatTime(commentDetails.in_dtm) }} VERIFIED PURCHASE {{groupData}}

{{ commentDetails.likes_count }} {{ commentDetails.likes_count }} {{ commentDetails.reply_count }} {{commentDetails.in_user==uid ? __('Delete') : __('Report')}}

Please write at least one word

Comments{{'(' + replyList.length + ')'}}

Yami Yami

{{ showTranslate(reply) }}Show Less

{{ strLimit(reply,800) }}Show more

Show Original

{{ reply.reply_content }}

{{ formatTime(reply.reply_in_dtm) }}

{{ reply.reply_likes_count }} {{ reply.reply_likes_count }} {{ reply.reply_reply_count }} {{reply.reply_in_user==uid ? __('Delete') : __('Report')}}

Please write at least one word

Cancel

That’s all the comments so far!

Write a review
How would you rate this item?

Please add your comment.

  • A nice nickname will make your comments more popular!
  • The nickname in your account will be changed to the same as here.
Thanks for your review
Our community rely on great reviews like yours to find the best of Asia.

Report

If you find this content inappropriate and think it should be removed from the Yami.com site, let us know please.

Cancel

Are you sure to delete your review?

Cancel

You’ve Recently Viewed

About the brand

Jingdong book