What if high-end hotels can't sell expensive wine?

This is the thinking question of business school this Friday. I try to answer this question through these weeks of study. Welcome to discuss and communicate with me.

Let's take a look at the problems this classmate encountered:

(1) The level of high-flow consumers is uneven;

② Hotel location, next to the high-speed rail;

Customers only order cheap tea, and even ordinary wine can't be sold;

(4) Tried a variety of marketing methods, with almost no adverse effects.

In order to solve this problem, we need to start from three aspects: "enterprise energy model" products, channels and marketing.

First, the audience and product positioning of the hotel do not match.

If you want to buy high-end services and products, you must position the hotel as a high-end hotel.

Otherwise, take the low-end route and compete with the surrounding low-end hotels.

The problem of the hotel now is that it wants to sell high-end products next to the high-speed rail, but users don't pay the bill. Judging from the user's "psychological account", he thinks that the wine you sell is not worth the price.

Generally, the traffic near the high-speed rail, first, is passing by to work; Second, you need to take the high-speed train. Most of these people just find a place to wait for the bus to pass the time, and there is no need to consume expensive drinks.

The hotel's environmental scene is wrong. Assuming that the hotel is located in the urban area, users' consumption concept will change, and they will think it is shameful to order such cheap wine in such a high-end place.

Then back to your question, from the perspective of the scene, you also found that in fact, the user's consumption data shows that low-end drinks are very good to sell.

Second, the traffic in your place is more suitable for selling low-end drinks, if you have to sell high-end drinks.

① It is suggested to reposition the hotel level.

② Activity promotion:

Buy drinks and send wine tasting coupons to guide users to taste and buy.

Set the price spear point, create explosions, grade the price of drinks, and create the "anchoring effect".

First price: stay in 300 yuan for one night and send tea to 48 yuan;

The second stall: stay in 350 yuan for one night and deliver 300 yuan red wine.

The third gear: single accommodation is 289 yuan a night.

In fact, it is to increase the price of the hotel, bundle tea sales, and let consumers compare and feel that they have earned it. I feel that this wine is free, don't make it for nothing!

Although there is a large flow of people, there are few repeat customers, because if nothing happens, who will take the high-speed train every day? It is enough to take the high-speed train four or five times a year. Low frequency, which is also a factor to consider.

User consumption, low frequency. How to solve this? Users in the membership circle, recharge 1000 and stay for one night for free, leaving 1000 yuan. If he needs to take the high-speed train next time and has accommodation needs, he will definitely come to your hotel to stay. There is still 1000 left in the card, which is not a waste.

Inform the user in advance that the membership card will be 10% off. For this stay, the points will be accumulated once. You will get points every time you stay, and you can get a bottle of foreign wine worth 300~800 yuan for free when you stay for 4 times.

This can firmly tie the hearts of users, and hotels can also conduct horizontal alliances and traffic replacement.

Summary: The hotel's positioning and marketing strategy need to be adjusted, and the key issues are found from the user scenarios, and then the implementation issues.