How is the liquor business now? Is it easy to do?

—— Huafu Winery in Cao Changping, Sichuan.

"Ten-year-old daughter-in-law becomes a woman" is a true portrayal of ancient women's life. She endured a long decade in order to eventually become a woman and make herself dignified and powerful. Modern women would never do such a foolish thing. They can't spend 10 years of youth, it's too long. Becoming a mother-in-law is still old-fashioned, lacking vitality, and not far from the end of life. What can I do? Now we can learn from the perseverance of ancient daughter-in-law who suffered for ten years, and their determination to pursue their goals, but we must never take the road they suffered for ten years.

At present, China liquor market has entered the stage of hand-to-hand combat. From planned economy to market economy, from orderly period to disorderly state. Every year, many manufacturers spend huge sums of money to participate in the two major events of China Liquor. Most of the participants shouted at the top of their lungs: "China Famous Brand", "Famous Liquor" and "Quality Liquor". It can be seen that the pursuit of famous brand effect has become the common aspiration of most manufacturers. As a result, a variety of advertising forms and fancy promotions have appeared in the market: air, ground, colorful, store-robbing, indoor, outdoor, dynamic and static, all of which make consumers dizzying. After a while, my family was happy and worried, and what's more, they disappeared from the market immediately. Some products are still trying to get opportunities. As a result, enterprises spend a lot of money to hire chief marketing doctors, and the whole hope is pinned on doctors. It is undeniable that some doctors can really prescribe the right medicine, and combined with the immunity and resistance within the enterprise, the market can return to normal. However, a few doctors do not prescribe the right medicine, but are the same. In addition, if the doctor is not skilled enough to know the internal organs of the human body, the more serious the condition may be, the bone marrow will be affected and major surgery will be needed.

The author believes that the pursuit of famous brand effect is understandable, but the changes of everything in the world have their own development laws. In order to make new products truly become famous brands in consumers' minds, we must follow the important laws of promoting the development of famous brands: (taking the liquor market as an example)

First, positioning their own products (liquor brand positioning)

In order to consider whether products are following, leading, challenging or defensive in the market, it is necessary to have accurate market positioning. If the positioning of products is leading and challenging, enterprises must have strong market operation strength, including financial resources, manpower and strong management measures. At the same time, we must also have the ability to resist market risks and peer pressure. Of course, if an enterprise really has the above capabilities, plus a product with distinctive personality and up-to-standard quality, it is unique in the market. I believe this product will soon expand the brand effect, shorten the expansion period of new products entering the market, and make the brand red in a short time. If the product is positioned as following the trend and defending, the enterprise needs to set up a strong market research department to provide internal and external packaging, wine taste, execution price and life cycle to the enterprise headquarters in time, so as to formulate corresponding resource integration measures.

Second, find a partner (liquor investment) suitable for the development planning of this enterprise.

"One manufacturer" is a common mantra. In my opinion, it is not difficult to really become a manufacturer. As long as: a, the manufacturers provide products with excellent quality, suitable taste and reasonable price, and put them on the market as planned, coupled with strong management and market maintenance, plus rich marketing experience and perfect network of dealers, the products will surely take root and blossom in the market. B, dealers can make full use of their own advantages to expand the product market, cooperate with manufacturers' marketing, and formulate feasible marketing plans and ground promotion activities. I believe this cooperation should be perfect. In fact, the key is to increase the product value of the manufacturer through the operation of the dealer market and integrate the dealer's business philosophy into the production of the manufacturer, so that the cooperation can develop steadily. Of course, there are many problems in the process of cooperation between manufacturers at present: on the one hand, the focus of contradiction is the lack of mutual trust between the two sides, the lack of calm thinking when there is a conflict of interests, not to mention empathy and consideration for each other. Most of them are emotional. On the other hand, individual manufacturers always want to take the initiative. They always want to control each other, and as a result, no one can control anyone. So as a manufacturer, how to find a distributor suitable for the development plan of this enterprise? First of all, before looking for a dealer, we should investigate the market and analyze the market competition, consumption level and regional characteristics. At the same time, the dealer should also know his current market situation, distribution network construction, his loyalty to existing brands, capital turnover and cash withdrawal, and more importantly, the dealer's reputation and marketing ideas. Of course, everything can only be relative, and it can only be to screen qualified dealers under the same conditions.

3. Analysis of the transformation from new brand to famous brand (liquor agent)

Any brand development is inseparable from the "three phases and four processes". These three periods refer to the survival, development and maturity of the brand. Four processes refer to the process of new products entering new markets: understanding, familiarity, recognition and loyalty. Many manufacturers want their products to occupy the market quickly and shorten the development cycle of products entering the market as much as possible. In order to achieve this goal, manufacturers increase local investment in the market at any cost, and even encourage it by pulling out seedlings, which leads to the formation of market parabola. The higher the local market is thrown, the faster it falls. You can look at some operation methods of the current circulation link. When new products enter new markets, the first is the catering terminal. It is undeniable that the catering terminal can really make the brand expand rapidly. Many manufacturers are willing to take risks in dormant account, and at the same time increase investment in various hardware suitable for hotels. I also want to occupy the hotel's feng shui treasure house. However, hotel owners are also asking too much with the help of the current prime location. Wine is sold on a commission basis, and even several batches of goods can't be settled, which often makes suppliers miserable. The author thinks that although the catering terminal is important, it can't be operated blindly and can't follow the trend, because more than 85% of the suppliers in this hotel can't make ends meet. If there are 150 hotels in this area, we can divide them into three categories: A, B and C according to scale, passenger flow and word of mouth. Class C hotels are easier to do, because most of them are directly operated by stores. As long as the product quality is excellent and the communication between salesmen is in place, just send some small gifts. Hotels A and B should be carefully analyzed. A and B hotels generally have a lobby manager, a foreman, a bar and a warehouse. And these intermediate links are often the most difficult to deal with. What should I do if I have to deal with them, even if it is a bottomless pit, but I can't avoid it? The author thinks: First of all, we should not regard hotel owners A and B as a single business relationship, but as distributors in our circulation field. We must firmly grasp every A and B hotel owner and sign a fair, reasonable and mutually beneficial distribution agreement with them. (Because the hotel owner knows that their settlement price is higher than the distribution channel) Cleverly integrate the hotel owner into our sales link. Finally, the hotel will be organized for sale.

Let's take a look at the store terminal: supermarkets are hypermarkets with centralized sales in the region. The sales volume of store terminals directly reflects the expansion of brands in this region. Many dealers who make new products often say: "hotels can, supermarkets can't move." In fact, this is a conceptual mistake. The supermarket itself can't move, which means that the brand is still in the period of survival and expansion, which in turn means that the promotion of the hotel is not successful, and it needs to work hard on advertising and promotion, and it needs to form a strong consumer group among the mobile diners in the hotel. In short, it is normal that the store terminal cannot be started in a short time. We just need to increase various forms of promotion.

Urban commissary and township channels: Many new product dealers are secretly glad when doing market research: if my brand occupies these channels, many consumers will take the initiative to buy. So we began to formulate incentives to distribute goods through various distribution channels. 1, when the distribution of goods is blocked, dealers can increase incentives at all costs to forcibly occupy canteens and township retail stores. The goods are in place, but will consumers recognize them? They actively buy mature brands, and most of them are loyal consumers of mature brands. The author thinks that retail stores are not allowed to blossom everywhere. If retail stores can't move, it will affect the enthusiasm of dealers for this product. First of all, determine several wholesale and retail dealers in urban areas and towns, as long as they mobilize the passion of dealers and let them form small groups of consumption in the region. For example, relatives, friends, colleagues and neighbors of dealers use wine for family banquets: First, this kind of wine has a large capacity for drinking. Second, this wine has a wide radiation range, and consumers can compare with each other to achieve the effect of point-to-area, so that many consumers take the initiative to buy in retail stores, forcing retail stores to take the initiative to purchase goods. Township market has two more channels than urban retail stores: government agencies and township hotels. Don't rush to take the distribution channel of new products, and don't dampen the enthusiasm of distributors, because retail stores themselves are traditional waiting for business. You can't let them take the initiative, you can only start with the consumer groups around you, so the effect will be much better.

To sum up, the transformation from a new brand of liquor to a mature brand is arduous, which requires our sales staff to have the ability to promote and control the market, and they must never go against the current and take it for granted. As long as you do solid basic work, I believe that the products you operate are well-known brands of liquor.

Cao Changping Sichuan Huafu Brewery

200 1 Taizhou City, Jiangsu Province