Former Mars Wrigley VP Liu Zhaohua Joins Snowplus in Offline Sales Role

On August 22, news reported that Snowplus confirmed that Liu Zhaohua, the former Vice President of Sales at Mars Wrigley (China) Co., Ltd., joined Snowplus in July as the Vice President of National Offline Sales, responsible for the national offline sales business.
 
It is understood that Liu Zhaohua has previously held positions such as Vice President of Sales at Colgate and Mars Wrigley, and was responsible for the integration of sales at Mars Wrigley. During his tenure at Mars Wrigley, he led a team of over 10,000 people, directly covering more than 1.3 million retail terminals in over 300 cities nationwide.

This is another high-level executive from the fast-moving consumer goods industry that Snowplus has recently brought on board.

On July 26, Snowplus announced that former Heineken China sales executive Liu Shuo joined as the head of national channel sales, responsible for Snowplus's channel sales and consumer activation business.

The recruitment of professionals from the fast-moving consumer goods industry indicates that e-cigarettes are beginning to engage in street-level battles in offline market layouts. The competition among e-cigarette companies has also entered a close-quarters phase, where achieving maximum market coverage in the shortest time has become the core of competition for every company in the industry.

Liu Zhaohua analyzed the e-cigarette market, stating that the industry attributes of e-cigarettes determine the importance of offline channels. Consumers need to go to the nearest retail terminal when purchasing products; at the same time, e-cigarettes are in a market cultivation stage, requiring consumer engagement at terminals to decide whether to purchase after experiencing the product. The former is related to channel layout, while the latter is related to the experience and execution of the sales team.
 
Liu Zhaohua has many years of experience in sales management and market operations management, including sales planning and strategy formulation, sales team execution management, major organizational change management such as organizational transformation, mergers, structure building and optimization, as well as customer management execution.

Liu Zhaohua introduced that Snowplus has established a complete dealer and franchise policy, providing sufficient profit guarantees to partners. For example, in the franchise channel, Snowplus offers a full range of services from store location selection, design, decoration, to operations and staff training, ensuring that every franchise partner's investment return cycle is minimized.

The latest public data shows that as of July, Snowplus has completed coverage in 100 cities nationwide, signed over 150 dealers, and entered more than 20,000 retail stores, covering various offline channels such as large supermarkets, chain convenience stores, tobacco shops, restaurants, KTVs, and cafes.