Tobacco and liquor shop anti-theft door

A New Channel of Liquor Marketing —— Analysis of Postal Channel

First, the application of postal channels is regional. Not every region can use postal channels casually, and enterprises should treat them selectively.

The advantage of postal service lies in that the postman can have face-to-face contact with consumers. A green postman, like a homing pigeon angel, gives consumers a strong sense of closeness and high credibility, and can directly transmit information to consumers without being rejected. However, this advantage is not absolute.

Judging from the regional markets that use postal channels to make wine, such as Henan Province and Shaanxi Province, they are mainly economically underdeveloped areas, and only these areas are more likely to let postmen "face to face"; But not in developed areas such as Guangzhou. Because of the high degree of urbanization, consumers with spending power have houses, and almost every community has its own mailbox. In addition, doormen, security guards, security doors, etc. It is difficult for the postman to see the faces of consumers, let alone communicate and sell.

The reason why Jinye Shenjiu can enter Guangzhou and other central cities and developed markets through Jinye tobacco chain channel in a short time is due to the proportion of this channel in the regional tobacco and alcohol consumption market and habitual consumption behavior. As we all know, the more economically developed areas, the higher the overall consumption level of middle and high-grade wines, because the overall consumption income is high. For example, it is common to earn four or five thousand yuan a month in Guangzhou, and it is also common to consume two or three hundred yuan of wine every day, but it is far from the above-mentioned postal channel areas. Of course, public consumption is an exception.

Second, the application of postal channels is actually the relationship marketing of personnel.

In view of the social benefits of the postal system, at present, the channel cooperation through postal service is mainly through the promotion of postal personnel, not through the existing postal terminal channels, and not only through the postal delivery system.

Because the postal service not only has few outlets (basically one outlet per administrative unit), but also has no terminal sales point for liquor, postal brewing has a closer relationship with its own interests, and plays the role of regional distributor/distributor by virtue of its own commodity distribution advantages.

For example, in February-March this year, the whole province's "Real Wine Delivers Love" activity organized by Shaanxi postal system is a typical example of the postal system actively seeking products and creating market benefits by using its own advantages.

Third, postal channels have an impact on product positioning, and not all positioned wines are suitable for entering the market through postal channels.

Judging from the wines operated by postal channels in the above areas, they are basically wines within tens of yuan. Because it is an underdeveloped area, there are few high-end tobacco and alcohol specialty stores, so the products of postal channels are more low-end and popular categories.

But for developed areas, sending direct mail and other promotional information can be said to be the strength of postal services. It can be said that with powerful "database" resources, information can be accurately transmitted to people. For example, Jinye Shenjiu can directly deliver brand information to high-end residential areas through postal channels.

It can be seen that merchants choose postal channels through the benefit bundling mode, with the help of inefficient postal income, with sufficient postal logistics and personnel promotion, to promote market sales. Through the traditional consumer terminal, direct door-to-door, effectively intercept consumers before going to the terminal.

To sum up, it can be said that various channels have their own advantages. A good channel is one that adapts to market demand and can effectively promote sales. The advantages of tobacco channels are unique in modern cities, which can be said to rely on the characteristics of strong logistics and strong terminals to win the market; The postal channel is more based on the smooth logistics of direct sales personnel relations to win the market.

In any case, these two types of liquor sales channels can be said to set an example for the innovation of liquor marketing channel mode in China, and their essence is to reduce the market circulation cost and the consumption cost of consumers as much as possible in order to gain market share quickly.

This article comes from the original link of effective marketing:. com/article/2007/ 140 176 _ 3 . shtml。