Liquor physical store marketing planning plan

Liquor physical store marketing planning plan

In order to ensure that things or work go smoothly, it is often necessary to carry out detailed plan preparations in advance. The plan can clarify a general direction for an action. How to make a plan? The following is a liquor store marketing plan that I carefully compiled for your reference. I hope it can help friends in need.

Liquor physical store marketing planning plan 1

1. Sales planning plan operation platform

The company has set up a specialized agency to be responsible for the research and development of marketing planning plans for new products , formulate marketing strategies and sales plans, and use the economic concepts of market sales plans to comprehensively build the first terminal network for liquor. Equipped with marketing plan management and financial personnel, breaking the traditional employment mechanism and recruiting several business elites from society. Determine regional market sales plan business representatives, business supervisors, business directors, and business managers, form a professional marketing team, establish key market sales plan sales teams, implement dedicated management of customers, implement contract sales of single products, and complete sales before new products are launched. Marketing team mix.

2. Design of sales planning products

Due to the transparent price and aging structure of old products, it is difficult to meet the needs of consumers and support high marketing expenses. The products cannot form Marketing solution advantages, therefore, the need to develop combination products.

1. Develop according to the flavor of liquor, and strive to make the product more personalized and make it a flagship brand.

2. Develop products according to the alcohol content of liquor to form a series of products with high, medium and low alcohol content.

3. Develop products in a targeted manner, continuously conduct market sales plan surveys during the sales process, follow up on products, and achieve the best combination of product structures.

4. Develop products according to market sales plan prices and establish a reasonable product pricing system.

3. Establish a sales planning plan for the network system

Effectively integrate the original dealer network, first help the original dealers to assist in sales, and master first-hand information , find out the details of the marketing plan. Lay a solid foundation for the next step of marketing work. The new product launch work can be advanced to the market sales plan according to the following sales plan planning steps.

1. Establish a main market sales plan, establish a feasible county-level target market sales planning plan, and formulate a market sales plan development plan. The sales staff directly serve the first-level merchants, who evaluate the business personnel, select reputable hotels, supermarkets, and stores for the sales plan in the sales area, and conduct comprehensive and centralized marketing of the products. Create a model sales plan and strive to achieve a distribution rate of more than 80%. After a month of marketing, we will strengthen and screen customers, identify first- and second-level customers, and establish and improve customer files.

2. The downline customers managed by first-level dealers will be managed with the assistance of business personnel, and a supply card management system for first- and second-level customers will be implemented; supply cards will be printed and issued to first- and second-level customers . The purpose is to grasp and control the flow of goods in market sales plans, effectively control market sales plans for price-cutting and cross-selling goods, and completely eliminate the appearance of fakes.

3. Make a reasonable distinction between the reward policies for first- and second-level dealers, protect first-level dealers, and cultivate and support second-level customers. Reward secondary customers based on their performance.

4. Adopt promotion management methods for customers. When the performance of the second-level customers reaches or exceeds that of the first-level dealers, the second-level customers can be directly promoted to the first-level dealers, and the benefits they enjoy will change accordingly. Eventually, a strong primary and secondary sales network with the ability to expand was formed.

4. Utilization of sales planning and marketing plan resources

1. Configure delivery vehicles and produce vehicle body image advertisements.

2. Business personnel should wear uniform clothing, business cards, and badges.

3. Appoint business representatives, business supervisors, business directors, and business managers.

4. The resources that the company can control are uniformly dispatched and managed.

5. Cost of product profit distribution and sales planning plan

(1) Product profit distribution and sales planning plan

Reasonably allocate the interests of each link, To achieve maximum utilization of resources, resources will be allocated layer by layer according to the spatial relationship of product prices.

1. Develop a unified market sales planning plan for sales prices, including hotel prices, supermarket prices, retail store prices, etc., reasonably allocate profit margins, and provide dealers with monthly rebates and annual rewards. Commendation.

2. Organize the organic combination of sales products and formulate the operation methods of the marketing plan for single products.

3. For periodic promotional activities, set reward standards based on the total quantity shipped.

4. As the marketing plan gradually matures, the costs in each link will be reduced or eliminated accordingly.

(2) Management of marketing expenses for sales planning plans;

1. Adopt a lump sum method for selling products, and the company will bear the basic salary, business trip expenses, telephone expenses, etc. of the business personnel .

2. Vehicle expenses, office expenses, and warehouse expenses.

3. The treatment of business personnel is based on basic salary, commission and reward. Basic salary is guaranteed for basic tasks, and there is no cap on business commission.

4. Promotional expenses such as roll-up banners, posters, public service advertisements, etc.

5. Expenses incurred from publicity and momentum building activities in the market launch stage and periodic sales activities.

(2) Steps of sales planning and direct selling work; direct selling operation methods (one product, one policy);

1. Openly recruit business personnel, conduct short-term training, and arrange specific positions;

2. Formulate a campaign plan for direct selling product launches;

Through direct selling operations, you can effectively control the market sales planning plan and continuously supplement and improve the market sales plan. Achieve the flattening of Taibaijiu network and lay a solid foundation for operating large-market sales plans. Liquor physical store marketing planning plan 2

Macro environment

Our country’s liquor industry can be called “the best in the world” in terms of scale, product output and number of companies. ". Liquor, as a traditional liquor unique to my country and with a long history, shines brightly among the world's hard liquor products and occupies a very important position in the minds of customers. Our country has a history of 5,000 years of civilization and a 5,000-year wine culture. Weddings, funerals, festive celebrations, gatherings with friends, and visits to relatives and friends all should be celebrated with wine as a toast and as a celebration. While wine is integrated into people's daily dietary life, wine culture is also deeply ingrained in people's thinking.

With the improvement of people's living standards, people pay more attention to nutrition and science in diet, and pay more attention to taste and personality. In today's audience where blind consumption is replaced by rational consumption, the liquor industry also has a more profound and inseparable national and cultural significance from ordinary citizens to high-level society, from small cities to large and medium-sized cities, from rich dining tables to fine gifts. .

Micro-environment

Facing the alcohol market flooded with numerous liquor brands, customers are no longer blind when purchasing. Many people pay attention to what the product itself can provide them. Along with actual needs, we gradually began to pay attention to the spiritual needs of the brand. Therefore, while paying attention to brand management, having a practical and personalized sales proposition is the winning magic weapon to expand and enhance terminal sales power, and is also the strategic focus of the future development of liquor production enterprises.

Opportunity analysis

Advantages of xx liquor brand:

a. Backed by characteristic culture;

b. Adopt characteristic marketing Path;

c. Brand affinity;

d. Packaging has characteristics;

e. Integrate resources

f. Far-reaching planning

Marketing Strategy

1. Our core thinking is to win by quantity, control the business network based on quantity, and seize the terminal high point. Earn the profit margin you deserve first and recover operating costs as soon as possible!

Any enterprise needs profits to support daily operations, so the guiding ideology of doing sales first and then building the brand is absolutely correct! Mainly promote core products, use promotions to increase volume, and make small profits but quick turnover. If the volume can be increased, the profits will not be lost! Operate steadily, strive for victory in stability, and expand the market step by step.

2. Super large shopping malls, supermarkets, mass merchandisers, and shopping malls will use bundled sales during the listing period, buy two get one free, and cooperate with posters, POP, displays or shelves. Comprehensive quality and One sales lady each with rich technical experience, beauty, and good expressive skills will provide on-site guidance and induce purchases! Free tastings were held outside the venue, relevant promotional materials were distributed and product features were introduced.

3. All medium-sized stores will not be charged for poster fees, POP fees, layout, or racking fees for all listings. They will only agree to cooperate with other promotional activities! Of course, only if the first step is successful can the second step create benefits.

4. Establish a public relations team to communicate specifically with counter team leaders, sales managers, store managers, and purchasing personnel in major shopping malls, supermarkets, mass merchandisers, and shopping malls. We have long-term support for posters, POP, layouts, terminals, etc. and cooperate with our promotion plans! If the store does not agree to support it, it will not be supported by marketing preferential policies such as price changes and promotions.

5. Sun Tzu said: Soldiers rely on momentum, and those who are good at using momentum win. Strengthen terminal maintenance, management and after-sales service to ensure continuous delivery, appropriate inventory, ideal display locations, and neat and rigorous POP. The most important point is that all supermarkets must be hyping Qin Yang.

Step-by-step proactive price reduction method

1. Main ideas:

A. During the introduction period, use reasonable prices and high promotions to enter the cash market and quickly start the market.

B. Combining explicit and covert rebates to deal with counter-stocking, and not following the trend in price reduction, so as to gain time for the product to enter the growth stage.

C. Take the initiative to reduce prices in stages to reduce the risk of stock rush, win the trust of distributors, and accelerate the product to enter the maturity stage.

2. Specific operations:

A. Market launch stage:

B. Second stage:

C. Third stage :

D. The fourth stage:

E. The fifth stage:

F. The sixth stage: In a word, whoever captures the rural market first will win It will have more chances of winning in the "famous brand vs. famous brand" war.

Preliminary publicity and momentum are in place

The development of promotional activities requires more people to understand, recognize, and even directly take action - to purchase the product, naturally many people need to know and participate Only through this activity can we achieve our publicity and sales purposes.

Therefore, event notifications must be disseminated to the largest possible area, which requires the cooperation of advertising and the penetration of advertising media.

Moreover, when publishing event announcements, promoting the function and mechanism of the product is more eye-catching and more effective than pure product advertising. Liquor physical store marketing planning plan 3

As we all know, the Spring Festival is the prime time for liquor sales, and all wineries are racking their brains to formulate Spring Festival promotion plans to maximize product sales. The supermarket channel has always been an important battlefield for liquor sales during the Spring Festival, based on the characteristics of liquor products and the actual situation of supermarkets.

Only by taking precautions and making early preparations for the Spring Festival promotions in supermarkets and supermarkets can we ensure success in the Spring Festival sales war.

1. Make a Spring Festival liquor promotion plan in advance

Since store sales are highly planned, liquor manufacturers must determine the content and schedule of activities with the store at least one and a half months in advance, because The prime display positions at the top and end shelves of each store are limited (generally only 2-3 positions). The best locations for the top are the main aisle of wine, the middle area of ??the wine shelves, the top area of ??the shopping mall and the cashier. There are four positions at the top of the pile. Each store will generally divide the Duotou and DM schedules into three or more tiers during the two festivals. The tier is during the Christmas period (mostly for red wine), the second tier is during the New Year's Day, and the third tier is during the Spring Festival. The purpose is to Rich promotional content can attract consumers' purchasing interest, and at the same time allow manufacturers to provide various cost support. Therefore, manufacturers should make corresponding preparations in advance and make clear promotional activity plans and investment budgets.

(1) Promotional activities are mainly divided into the following two forms

1. Personnel buying and giving (activities for purchasing department heads and store managers of supermarkets)

Implement order sales rewards for purchasing personnel with ordering rights, that is, set up tiered rewards according to the number of orders for the main products during the Spring Festival (rewards will be based on the actual order quantity after the Spring Festival store returns the goods). Rewards are calculated based on the actual order (order before the holiday - return after the holiday) by the number of pieces or the order amount. Incentives can be in the form of travel or cash commissions. The purpose is to ensure that stores have no shortage of goods during the Spring Festival and have sufficient supply for sales, so as to increase sales in stores and force them to increase sales.

B. Sales rewards: sales rewards for section leaders who perform specific activities in the store. Procurement has ordered the promotional products, and spent the display expenses to put them out and make posters. How to sell the products to consumers mainly depends on how the store manager promotes them. It needs to be the section chief or department manager who has direct decision-making power over store display. The manager implements sales ladder rewards, and commissions are based on the actual number of sales in the store after the holidays (the method is the same as above), so as to drive the enthusiasm of the store leaders and attract strong attention and attention to our products.

C. Our group buying policy for customers should be linked to the group buying department or section manager of the specific store in each shopping mall. Then the policy can be given individually to the customer or to the supermarket that operates the group buying. managers to increase product sales.

2. Product purchase gifts (activities for customers): Give gifts/refunds of corresponding value based on the amount of products purchased by customers

A. Rebate coupons: returned to customers Shopping coupons (redeemed with cashier slip);

B. Cashback: Cash returned to customers (redeemed with cashier slip);

C. Free shopping card, mobile recharge card and cigarettes: Rewards will be given to customers based on their purchase proportion (received with cashier slips);

D. Publish Spring Festival promotion advertisements in newspapers and media, and the cumulative consumption of XX products based on the advertisements can be redeemed for the above rewards at fixed points with cashier slips. Etc.;

E. If you reach a certain amount or quantity, you will receive this product, small wine, light bottle wine, red wine, and high-end gifts (tea sets, handicrafts, wallets).

2. Stocking up in supermarkets (headquarters ordering and store ordering)

After the promotion plan is formulated, stocking up in advance will be done based on the sales situation of each store and the variety of products for this promotion. , to cope with shortages or incomplete varieties caused by the sales blowout during the Spring Festival.

(1) Since each supermarket system has inventory days assessment and inventory capacity assessment, whoever prepares the goods first in the supermarket warehouse can get twice the result with twice the result during the Spring Festival. Therefore, our activities must be carried out early with Once the store is confirmed, the promotional products will be sent to the warehouse designated by the store as soon as possible.

(2) It is a good time to complete the delivery of commercial and supermarket promotional products before the end of November. The goods must be delivered to the designated warehouse of the store before December 10, otherwise it will affect the display and sales during the Spring Festival. .

(This is the case in normal years, but it will be a little later this year)

(3) It is necessary to coordinate the delivery of the dealers, and at the same time promise that if the store has a large number of goods that do not sell well after the Spring Festival, it will be returned to the store in a timely manner unconditionally , in order to reduce the pressure and work risks of store stocking staff.

(4) For goods that have not been sold out after the holiday, we must actively assist the store to ask dealers to return the goods in a timely manner, and cash in the previously proposed orders and sales rewards in a timely manner, so as to pave the way for the Spring Festival of the following year.

3. Recruitment and training of promotional personnel

Since the off-peak season of liquor is relatively obvious, taking into account the input-output issue, liquor manufacturers generally only sell in the off-season of the market from March to August. There are very few shopping guides in supermarket channels. During the peak season of the market, especially during the Spring Festival, more shopping guides and promotional staff are added to supermarkets, so the team of shopping guides is very unstable. To this end, each market dealer and salesperson is required to establish an archive of temporary promoters and collect and back up the contact information, work status and other information of temporary promoters, so that suitable promotion representatives can be recruited in a timely manner when hiring.

(1) Recruitment requirements and suggestions

Choosing appropriate promotional personnel is one of the keys to the success of promotional activities. When recruiting promotional personnel, you must refer to the company’s relevant standards. , we should also pay attention to their age, education, image, voice and conversation, etc. The comprehensive quality of sales promotion personnel will often become the main influencing factor of their working conditions and work performance.

It is recommended to use more women around 30 years old during the two promotion periods. There are three reasons. First, people of this age have certain life pressures and cherish the opportunity to achieve success through work, even if it is short-term. Second, the sales volume of liquor is large during the two festivals, and stocking the goods requires a certain amount of "physical strength", which young girls cannot afford. Third, supermarkets generally treat the manufacturers' shopping guides as their own employees. They have to work overtime when taking inventory and have to work morning and evening shifts. Most young girls cannot bear this hardship.

(2) Training content

1. Corporate culture training: As sales promotion personnel, you should understand the company’s history, growth process, company values, etc., so that sales promotion personnel can work in supermarkets Only when there are clear standards of conduct.

2. Product knowledge training: Before the start of promotional activities, promotional personnel must be trained on product knowledge, including the selling points of the product, who the target customers are, how many types of products there are, and the characteristics of each product. , price, sales promotion personnel must be familiar with all aspects of the product.

3. Work procedure training: such as what time the promoters arrive at the promotion location, what to wear, how to arrange lunch, and how much sales they have to do. Because the environment of supermarkets is ever-changing, the working procedures of promoters should be as clear as possible, so as to minimize the impact of emergencies on promotional activities.

4. Job responsibility training: including sales explanations for promoters, explanations of activities, regular sales reports, timely pre-replenishment, etc.

5. Promotion plan training: including sales tasks, promotion time limits, methods, gift distribution, etc.

6. Promotional skills training: You will encounter various obstacles in the process of communicating with customers. The basic skills for dealing with obstacles include:

(1) Prepare for a rainy day: prepare in advance Be fully prepared, learn more about product knowledge, and prepare answers to various questions that may be asked in advance, so that you can answer them calmly when customers ask various questions;

(2) If you do not understand When you understand the questions raised by customers, do not answer casually, be sure to ask clearly, and do not disclose questions that are not worth answering or that are inconvenient to answer immediately;

(3) Sometimes you can ask questions cleverly . For example, if a customer says: "Everyone generally thinks your product is too expensive," then you can further understand: "How much do they think it is more expensive?" or "What products do they compare it with?";

(4) Sometimes you can appropriately praise the other person as an expert, etc.

IV. Creating a commercial and supermarket atmosphere and matters needing attention

(1) The form of commercial and supermarket atmosphere

Shopping malls are places with a large flow of people during the Spring Festival, so Creating a supermarket atmosphere is very important, and there are generally the following forms of atmosphere creation:

1. POP posters - common in supermarket atmospheres, most of which focus on price reductions, discounts, and preferential sales. To reward and attract consumers to buy, the other type mainly focuses on image appeal, and its content is the concentration of mass media advertisements.

2. Pillar-covered advertising. It is mainly a form of atmosphere creation for pillars in supermarkets. Usually there are column-wrapped wine cabinet displays and simple column-wrapped advertisements. The effect of the former will be far better than the latter.

3. Light box signage. Use indoor light boxes in supermarkets and KT signboards on wine cabinet display racks to create atmosphere and publicity.

4. Elevator stairs. Elevators and stairs in supermarkets are places where supermarkets have a lot of traffic, and they are also common places for atmosphere promotion. Elevator staircase advertisements mainly include the inner and outer walls of the elevator handrails and the hangtags on the elevators.

5. Personalized advertising production. Personalized advertising can be produced by combining the characteristics of the supermarket space and the company's advertising VI.

6. Audio-visual advertising: such as TV and radio in supermarkets. We can often see TV in supermarkets promoting the characteristics of a certain product, or radio talking about the characteristics of a certain product.

(2) Precautions for the position of the pile head

It is the most common form of displaying the pile head for supermarket promotions, so the choice of the pile head position is more important than the activity content. In order to get a good position at the top of the pile, many salesmen often talk to the purchasing and supervisor of the store, build relationships, and get close to each other. Of course, they spend a lot of money, because everyone knows the importance of the position at the top of the pile. Therefore, stores also attach great importance to this. Which locations are the so-called good locations?

1. The front of the store entrance;

2. The first stack position on the right side of the store entrance;

3. The counterclockwise first row of the store promotion area;

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4. Promotional space in front of the cashier;

5. Corner of wall shelves.

Many times we encounter a good location but the price is very high, and we don’t have that much budget on hand, or the good location has been booked by a competing product, so what should we do? The next best thing is to try to avoid the following situations when choosing the position of the pile head.

1. Try to avoid being adjacent to products of the same type, similar and lower price than this product;

2. Try to avoid setting up piles in warehouses, bathroom entrances and dark corners;

3. Try to avoid setting up piles in the blind spots on both sides of the store entrance; this will cost money and will not achieve good results.

4. Try to avoid setting up piles next to products with strong smells. When encountering products with strong smells, consumers will often choose to take a detour.

5. Display on worn-out packaging is a taboo in Duotou. Displaying on worn packaging is also a common mistake marketers make.

(3) Key points for creating Duotou

1. The theme should be clear: the theme should be combined with the festival and specific promoted products, the theme should be clear and easy to understand, and the meaning should be expressed intuitively; the effect and color should be Be clear and have visual impact.

2. Packaging materials for the pile head: Generally, hang tags are used on the top and KT boards are used on the sides.

3. Use different packaging methods according to different forms and sizes of pile heads:

a. For pile heads against the wall, pay attention to the brand, product, and promotion of the hanging tag above. Information output content; if the surrounding area is relatively wide, a 48-60CM floor sticker can be made on the lower edge of the pile head to enhance the visual impact.

b. If the length of the pile head is less than 2 meters and the width is less than 1.5 meters, a large KT board hangtag will be used above the pile head to expand the visual effect and highlight the lineup of the pile head.

4. Reasonable investment should also be made based on the terminal’s sales output, passenger flow, position of the stack, etc.

a. If the terminal’s stack is in the channel and occupies the front edge If the output is not large at ordinary times, appropriate packaging (hanging tags above, stickers on the floor) can be considered.

b. If the terminal has a large passenger flow and a large sales output, even if the location is not good, comprehensive packaging (upper hang tag, floor stickers, side KT boards) can be considered to effectively target competing products and attract customers. .

c. If the terminal has low passenger flow, poor stacking position, and low monthly sales output, focus on stacking the products neatly. Used packaging materials can also be reused without repeated production.

After entering stores and supermarkets, you must be good at shaping situational terminals and "activating" product displays, because the prime display positions at the top and end shelves of each store and supermarket are limited. After the prime location, it is necessary to design the site or cooperate with some related theme promotion activities, and then use rich promotional content to attract the purchasing interest of consumers, and create situational terminals to attract consumers' attention and maximize sales.

5. Implementation of Spring Festival liquor promotion activities in supermarkets

For liquor promotion activities during the Spring Festival, it is generally necessary to negotiate with the relevant departments of the supermarket one and a half months in advance to win the approval of the store. Yes, national promotions should be negotiated with the national purchasing managers of large supermarket chains. At present, in addition to signing unified agreements with large national supermarket chains, each of its stores also has great rights. For example: you have negotiated promotional activities with some retailers at the headquarters and paid various fees, but they cannot be well implemented in specific stores, or even if some are implemented, you will not be able to occupy a good position. Active cooperation between the location and the store (often the store reluctantly acts in order to cope with the headquarters' orders), this requires doing the work of each store, because you hand over the money to the headquarters, and the store does not get any benefits, how can it be proactive? How about finding a good location to match your promotional activities? Therefore, if you can discuss the promotion plan with the headquarters with the permission of the supermarket, and then directly negotiate the cost with the store, sometimes it can have unexpected results. To sum up, it is necessary to clearly understand the internal situation of the supermarket and strive to avoid detours in order to achieve twice the result with half the effort.

6. Control of supermarket expenses

Promotional activities carried out in supermarkets require certain fees, such as: shopping guide management fees, stacking fees, racking fees, etc. , which requires us to understand the fee structure of supermarkets in a timely manner. In many cases, the costs of purchasing and other personnel can be negotiated. Reaching a price acceptable to both parties through good communication is the goal of each party. But remember to spend your limited money wisely, link sales and expenses, and put expenses in good stores to achieve ideal sales.

In short, the Spring Festival supermarket promotion is a systematic project, which needs to take into account all aspects of work and details. Everything should be done beforehand or otherwise, and all preparations for the Spring Festival promotion should be fully done. Only by carrying out good promotional activities on this basis can you maximize your product sales in highly competitive stores. Liquor physical store marketing planning plan 4

1. Formulate more favorable and flexible policies than in the past to carry out promotional activities to stimulate consumption, in order to achieve the purpose of consolidating sales performance.

In the off-season, the consumption of liquor decreases, but it does not mean that no one drinks or consumes liquor. There are still people drinking liquor, but there are relatively fewer people drinking than usual.

Nowadays, most hotels in major, medium and small cities are equipped with air conditioners. It is spring all year round in hotels. The influence of climate on the hotel terminal consumption of liquor is not obvious, so In order to stabilize and expand their acquired market share, many liquor manufacturers have launched "position defense wars": in Beijing, Jiugui Liquor, Liuyang River, etc. have launched large-scale promotional activities; in Sichuan, Jiangkou Chun has carried out large-scale liquor gifting activities. Buy forty pieces of special 500ml and get three for free, buy five of Hongfu 500ml and get one for free; in Hubei, Daohuaxiang Group is not to be left alone, focusing on the Yichang market, conducting "float parades" and hanging banners and colorful flags in various towns and villages. and other activities.

2. Train marketing personnel and comprehensively improve the overall quality of marketing personnel.

In the off-season, the marketing staff of liquor companies are relatively free. They gather together for unified training to recharge and brainwash them, which is conducive to sorting out and broadening their ideas, combining theory with practice, and better serving the customers. Marketing work.

Jiangsu Shuanggou Group brought one hundred key marketing personnel to Nanjing for closed intensive training in June, and then invited professors, experts and scholars from Yangzhou University Business School to the group in July. The headquarters teaches marketing personnel about contract law, modern marketing and other aspects; Anhui Gujing Group also conducted training for all marketing personnel in June.

3. Strengthen market research activities.

During the off-season, you can allocate sufficient personnel and time to conduct extensive, in-depth and detailed research. You can better understand the market, understand your own strengths, discover your own shortcomings, and also understand your peers. Know the dynamics of your competitors and know yourself and the enemy.

After achieving initial success during the SARS period, Jiangsu Shuanggou Group immediately dispatched a large number of marketing personnel to serve as information officers in their respective markets. Each salesperson carried a detailed questionnaire Go to the market to conduct surveys, collect the questionnaires when you return from business trips, and then submit them to relevant departments for statistics, sorting, analysis and research to form a research report for senior leaders to make decisions. Investigation work has become one of the main assessment indicators for Shuanggou Group salesmen.

4. Increase efforts in new product development and accelerate the pace of new product launches.

The low sales season is a great time for liquor manufacturers to develop new products, and it is also a good time to launch new products for sale. The successful completion of new product launches can make full preparations for the arrival of the peak sales season. . Jiangsu Shuanggou Group held a new product recommendation meeting and press conference in Nanjing, the ancient capital of the Six Dynasties, on June 26, and grandly launched new products such as "Oriental Collection", "Elegance Hall", "Double Win" and "Shuanggou Drunken Ape". New product brand.

5. Pipa rebounded to seize market opportunities, and investment promotion activities came one after another.

Liquor companies carry out investment promotion activities in the off-season, which is conducive to seizing opportunities for market intervention and winning market initiative. After careful planning, scientific organization, strict management, and standardized market operations, they can prepare for peak season sales. What a solid foundation.

Jiannanchun Group's "Jinjiannan" is attracting investment in Gansu's city and county markets. At the same time, another brand of Jiannanchun Group, "Tuantuanyuanyuan", is launching a massive investment promotion across the country; Wuliangye Group's "Liuhe Spring", Jiangsu Shuanggou Group's "Peony Red", and Sichuan Forbidden City Winery are also conducting vigorous investment promotion activities.

6. Hold various and colorful manufacturer gatherings to enhance communication and relationships between manufacturers and agents.

Various forms of social gatherings can not only enhance communication and understanding between manufacturers and agents, but also obtain broader market information. Jiangsu Shuanggou Group held a "Customer Forum" at the end of June and early July. At the meeting, the senior leaders of Shuanggou Group and the agents treated each other openly and honestly, allowing the agents to open their hearts, speak freely, and make suggestions for the development of Shuanggou Group. ;At the same time, Shuanggou Group also organized a large number of agents to travel to "Singapore, Malaysia and Thailand", which sublimated the relationship between manufacturers and agents. In addition, Site Winery in Jiangxi also held an event for manufacturers to get together during the off-season this year, and they held hand-held tours of the Three Gorges to brave the rapids.

7. Carry out the work of clearing current accounts.

Current accounts are a headache for liquor manufacturers. During the off-season, some wineries hold activities such as "Debt Clearance Week" and "Debt Clearance Month" to check current accounts and carry out clearing operations. If you owe work, you will accelerate the withdrawal of funds. The above seven marketing activities are the main tactics used by liquor companies in the off-season. I hope that after using various marketing tactics in summer to fully prepare for the peak season, the majority of liquor companies will have a "hot" harvest and the sales heat wave will continue to emerge. . ;