Urgent! High marks are in urgent need of supermarket retail market survey report.

1. Handan covers an area of1.2000 square kilometers with a population of 7.94 million. It governs 19 districts, cities and counties, and the population of Handan is about 1.0 1 10,000. Handan City is one of the important coal production bases in China, the south gate of Hebei Province, and one of the main export places of Shanxi to the North China Plain.

2. The average monthly income of Handan City is about 600-700 yuan, but the average income of employees in such enterprises is about 1000 yuan due to large enterprises such as Hangang and 2672 Army.

3. Handan people love to drink, and there are many large, medium and small hotels. There are about 500 or 600 hotels in the city, but they are very scattered, and they are mainly low-grade hotels/food stalls, and the proportion of high-grade hotels is low.

4. There is no large supermarket. The main shopping malls are New Century, Sakura Supermarket and Kant.

5. The average house price in the ancient city of Handan is around 1500-2000 yuan, and the urban area is relatively old.

6. There are 4,000 taxis in the urban area, mainly in Li Xia, starting from 5 yuan. Taxi drivers earn about 100 yuan in the day shift, and 50 yuan earns about 65,438 yuan in the night shift. Local people mainly ride bicycles or buses, so urban areas attach great importance to the construction of bus lines. At present, there are over 50 buses in the city.

Second, the general situation of liquor market

1 and prices above 80 yuan belong to high-grade liquor, among which Maotai and Wuliangye firmly occupy the high-grade liquor market and are used for government hospitality and gifts.

2, 30-50 yuan's mid-range liquor market is the smallest, and there are not many brands in this stall, with Quanxing and LU ZHOU LAO JIAO CO.,LTD as the main representatives. This may be a "trap" gear that is too high or too low.

3. 10 yuan-Middle and low-grade liquor between 30 yuan occupies a dominant position in the market, with many brands entering. Black land and Saihanba lead the way, and followers are crowded with blood. This wine is the mainstream of social drinking at friends' parties.

4 4. 10/The low-end market below 0 yuan is quite chaotic, and a 3-pack "mug" is popular.

5. Major brands and prices in Handan (supermarket prices)

Liuyang River Series One Star 10 yuan Two Stars 25 yuan Three Stars 35 yuan

LU ZHOU LAO JIAO CO.,LTD Co., Ltd. Series Luzhou-flavor Bian 4 1 Yuanjing 48 yuan Liquor 18 yuan Tequ 58 yuan Touqu 20 yuan.

Gu Jing Series 45 Degrees Leisure 17 Yuan Chunjing Yishou 40 yuan 55 Degrees Gu Jing 33 yuan

Guifu Series Red Guifu 29 yuan Guifu Red 27 yuan Guifu Family 18 Yuan Yin Guifu 54 yuan

Half-baked pot time-honored 85 yuan hardcover 67 yuan roll paper packaging 13 yuan

Hundred years princess five years princess 27 yuan ten years princess 73 yuan five years special 20 yuan.

Black land 16, 18, 78 yuan

Congtai Series 12 28 52 yuan

Hengshui Laobaigan 13 yuan

Saihanba 12 yuan

L The average hotel liquor price is about 10 yuan higher than the above price.

6. Annual sales figures of major brands:

The total consumption of liquor in this market is about 2-3 billion yuan.

Three. Consumer survey summary

(a) Consumption patterns

1. Liquor drinking season: September of that year to the end of April of the following year.

2. Self-drinking market: about 35%. Mainly low-grade wines such as Hengshui Laobaigan 10 yuan.

Drinking market: about 65%. 30 yuan's mid-range liquor, priced at 15 yuan, is mainly used for friends' parties.

Drink it. Many consumers try to save money by bringing their own wine into stores, usually around hotels.

Buy it in a small shopping mall or a couple's shop.

3. The average consumption of party drinks is about 3 bottles per meal, and each person can drink more than half a catty when drinking at the table.

4. The consumption of food is about 1.5~2 times that of wine.

(2) Consumption preference

1, the brand is packed in cartons and glass bottles, and the name should mean happiness.

2, the brand does not require it, and it is often greatly influenced by sales promotion ladies and salespeople.

3. I feel that southern liquor is "not strong" and "not enough to drink!"

4. Consumers' taste requires that the entrance is sweet, clean and refreshing, hoping to be "brewed with pure grain like Northeast liquor".

(C) brand awareness

1. Consumers' favorite and frequent drinking brands: Black Land, Saihanba and Bancheng Shaoguo. The reason is that the price is cheap and the taste is ok.

2. Consumers' brand awareness is influenced by the trend, and the high popularity of advertisements provides reasons for drinking.

3. The uncertainty of consumer brand choice. Friends, promoters and salespeople can easily try new brands after recommending them.

4, the brand update speed is fast, and it is a best-selling brand almost every year.

5. Consumers believe that Wuliangye is mainly used for government entertainment and gifts, and the brand is always trustworthy; Black land and Saihanba are both affordable in the middle and low price range, and the taste is better. However, many consumers report that due to production management reasons, there are many inferior products in local liquor clusters, which are easy to get drunk.

Fourth, access inspection.

(1) terminal type

1. Wholesale markets (Hanshan Street Sugar and Liquor Wholesale Market and Hezhu Road Sugar and Liquor Wholesale Market) are mainly direct selling/wholesale.

2, wholesale and retail, liquor stores and tobacco and alcohol companies.

3. supermarkets.

4. 500 hotels in the city

Due to fierce competition, both high-end hotels and middle and low-end hotels adopt the way of direct delivery by dealers, and short-path operation is to directly play a role and sell resources. Generally, the settlement method is monthly settlement or box pressing.

5. Husband and wife shop-In the husband and wife shop in the city center, the dealers are heavier.

Direct use of dealers

After delivery, the settlement method of "one box for one box" is adopted. Others generally go to the wholesale market to cash out.

(2) Channel price difference

1, the gross profit of channels at all levels is very thin, and the gross profit of many popular products, the second batch and retailers is only 5 yuan per box or even lower. Saihanba is because the gross profit left to the second batch and retailers is only 1 yuan, so although it sells well, the second batch and retailers are out of stock.

2. The second batch and retailers get part of the gross profit through sales rebate and box cover promotion. Some retailers report that if the gross profit of the second batch and retailers is enough, the market will start easily.

3. The gross profit of the hotel is about 10- 15 yuan.

(3) the cost of entering the store

1, weak brands generally have to pay an entrance fee when they enter the store. Admission fee for middle and low-grade hotels1000-2,000 yuan; The entrance fee for high-end hotels is 3000-5000 yuan; The entrance fee of a few high-end hotels in Handan reaches 1 10,000 yuan.

Some hotels don't have to pay the entrance fee, but they have to give gifts to the sales staff.

3. The settlement method with the hotel is "one box for one box", but there is a phenomenon of "running the store".

(4) Distributors

Local distributors with more than 150 direct selling hotel terminals include LU ZHOU LAO JIAO CO.,LTD and Xijiu.

The distributor of this brand. Generally equipped with a sales team of about 10, responsible for hotels, shopping malls and couples respectively.

The distribution and sales management of the head office, the second batch is mainly managed by the dealers themselves, among which

Operation basis

Located in the largest local sugar and liquor wholesale market, the local office set up by the manufacturer also helps to develop and manage.

Manage the secondary network, sometimes convene a meeting of secondary dealers, and promulgate it through the way of channel promotion policy meeting.

Channel promotion policy, stimulate the enthusiasm of channel purchase and actual sales.

Verb (abbreviation for verb) brand story

(A) brand replacement

1,1In 1999, the leading brand of middle and low-grade products was local Congtai liquor, in 2000 it was Black Land (Northeast Liquor), and in 200 1 it was Saihanba (Chengde).

2, high-end, no leading brands, LU ZHOU LAO JIAO CO.,LTD, Quanxing, Xijiu, etc. Not too hot.

3, high-end, Wuliangye, Maotai has always dominated the world, mainly used for gifts and government hospitality.

(B) the story of a successful brand-the black land of "overnight fame"

1, the timing of entering the market is good. At that time, there was no strong brand liquor around 20 yuan in the whole market, and only 300,000 yuan was invested in black land in the early stage.

2. First concentrate on spreading the goods to more than a dozen most influential hotels in Handan.

3. At the initial stage of entering the market, insist on entering the hotel, insist on entering the promotion girl and insist on promotion.

4. Through the radiation of core hotels, consumers in the market are scrambling to buy, and dealers, shopping malls and supermarkets have to purchase goods. It is much easier to enter the hotel in turn at this time.

5. Advertising form: In Handan, cable TV broadcasted more than a dozen satellite TV stations, mainly including corner signs, screen advertisements and bus bodies.

(3) Suggestions of several local dealers on Shuangyang.

1, taste: "wine can be cheap, but it must be smooth, sweet and soft, not on the head."

2. Packaging: "Good paper packaging requires generous design and high grade."

3. Price system: retail price within 20 yuan, gross profit per bottle 1~2 yuan, terminal 2~5 yuan. Ensuring the rationality and stability of the value chain at all levels of the channel is the key point to do a good job in middle and low-grade wine.

4. "The degree is around 45 degrees"

5. "Start the market and enter the core of more than a dozen hotels. The cost is about 6.5438+0.5 million yuan, including admission fees and promotion. "

6. "We must strictly manage the market price system and access". If the price is chaotic, the market will be scattered.

7. "After the successful launch of 30 yuan wine, 50 yuan and 10 yuan will be launched, and 100 yuan will not be done, because it is difficult to make famous wines well."

8. After starting the core hotel, start other hotels and surrounding counties.

9. Starting for 3 months, the capital is about 500,000 yuan. Be sure to insist on entering the store for promotion. If it is normal, the three people can return 500 thousand, and after three months, they can withdraw 500 thousand every month.

Overview of media delivery of intransitive verbs

(1) Alcohol advertisements are mainly placed in Handan cable, and broadcast through clip broadcasting and Hebei TV station.

(two) outdoor billboards, bus bodies, shops, light boxes advertising. The density is not high. There are even fewer billboards in front of the hotel.

(III) Composition of taxi advertising expenses: the advertising expenses of vehicle management office+20 yuan per vehicle per month.

(4) On the expressway from the urban area to the airport, the Northeast Tiger and other liquors made large billboards on the roadside and advertisements for overhead guns on three sides.