不要把市场问题都归结于一线业务

Core Viewpoint - The article discusses the detrimental effects of frequent personnel changes in the fast-moving consumer goods (FMCG) industry, emphasizing that simply replacing employees does not address the underlying market issues and can lead to further declines in performance [3][12][16]. Group 1: Personnel Changes and Market Performance - Frequent personnel changes have become a common response to underperformance, with management often blaming sales staff for market issues rather than addressing systemic problems [2][4]. - The complexity of market strategies makes it easier for management to attribute failures to individual performance rather than examining broader issues such as product strategy and market conditions [3][7]. - A case study illustrates that despite changing sales personnel multiple times, a major brand's market share plummeted from 30% in 2021 to below 10%, highlighting the ineffectiveness of this approach [12][15]. Group 2: Systemic Issues and Market Dynamics - Market challenges often stem from company policies and decisions rather than individual employee performance, as seen in the example of a brewery facing declining sales due to a price increase that alienated customers [13][20]. - The rise of new sales channels has shifted consumer behavior, making it difficult for traditional sales staff to maintain market share, yet management continues to blame them for not capturing competitor sales [10][19]. - Systemic issues such as pricing strategies and sales targets contribute to problems like inventory dumping and price wars, which are often misattributed to individual sales staff [10][11]. Group 3: Long-term Solutions and Empowerment - The article advocates for empowering sales staff and addressing systemic issues rather than merely focusing on short-term sales targets, which can lead to harmful practices [24][32]. - Stability within sales teams is crucial for long-term success, as frequent changes disrupt relationships with distributors and customers, leading to a loss of trust and cooperation [18][22]. - Successful companies are those that invest in their teams, providing support and resources to navigate market challenges, rather than relying on quick fixes like personnel changes [27][31].