How to Blend 29-degree Liquor into 20-degree Liquor

As night falls, the lights are dim. Boys and girls go out of their homes again and gather in bars, discos, dance halls, nightclubs and other places to seek an alternative "feeling". In the swaying dance steps and swaying heads, wine, a unique substance that stimulates people to be "licentious", ushered in the climax of consumption at the night show. And night shows will naturally become a "golden" place for countless wine companies. Carefully observe the drinks, red wine, beer, fruit wine and so on sold at night. Firmly control the mouth of consumers, and liquor seems to be inherently out of place at night, and it is difficult to find traces at night. But this is an era that challenges tradition and any miracle can happen. There was once an "extreme" marketer who said that you can sell anything as long as there are people. In fact, this is similar to the belief that "the blank area of the market is where the banknotes are buried". So, how do we dig up money for our liquor in the night show?

Understand the characteristics of night performances.

If you want to do liquor night marketing, you must have a comprehensive understanding of night marketing. The so-called night show refers to bars, discos, KTV, dance halls, nightclubs and other leisure and entertainment business places that are open for a long time at night. It is an important channel for liquor marketing. Night shows are different from ordinary consumer places and have the following particularities:

First of all, the particularity of the evening channel is as follows:

The general relationship and social background of night show operators are complicated, and the price increase rate of products sold at night shows is very high, and some even reach 400%. Secondly, the business hours of the night show are particularly late, and it is difficult to control the terminal. Thirdly, the products entering the night market have high admission fees and harsh conditions. Fourth, the evening consumption is mainly for leisure and entertainment, and the product brand awareness is not high, and irrational factors have a great influence on consumers. Nightwear has a strong monopoly, and there are many products in the store, which accounts for a large sum of money. Dealers have a long payment cycle, and manufacturers generally require cash delivery. Especially the providers of evening performances must have social background, otherwise a series of problems and troubles will arise.

Second, the characteristics of evening consumption groups and wine consumption are:

In the night show, the consumption characteristics of different types of places are different. Generally speaking, the consumers of discos, bars, pubs and KTV are mostly high school students, college students, young people and white-collar workers. This group pursues fashion, likes to have fun and is easy to accept new things. When spending, most people call friends, and a large group of people appear in the form of group consumption. Because of the influence of wine price and on-site promotion activities, they often choose the right wine products at night, and they are not particularly pursuing the product brand, among which the price of wine is the most sensitive. Most people who go to dance halls and nightclubs are employees of enterprises and institutions. Their consumption purpose is mainly business entertainment and entertaining customers. They spend more public money and don't care much about the price of drinks. What kind of alcoholic products to consume is mainly determined by the people with high status in the consumer group or the banquet object. Those with high morality or banquet objects often choose wine products according to their personal preferences or the "friendly recommendation" of the on-site wine waiter. According to the survey, beer occupies the position of "boss", red wine ranks second, fruit wine ranks third, and white wine is hardly seen.

Regarding the characteristics of night shows, Mr. Guo Yuetang, general manager of Guangdong Dongguan Shunxing Beverage Trading Co., Ltd., who promotes the consumption of liquor at night shows more "characteristics". He said that the characteristics of evening performances are nothing more than "fashion, passion and sensibility". "Fashion" is said because with the improvement of living standards, many people have to go out for leisure after dinner, which has become a trend. In terms of "passion", consumers are often "passionate" by the influence of night lights, music and background, thus generating a strong desire for consumption. As for sensibility, what consumers want when they consume drinks at night is a feeling of "cheers".

It is the uniqueness of the night show analyzed above that is full of complexity and variability for wine sales, which makes wine manufacturers generally think that the night show is "very deep". Doing a good job in night shows can greatly improve the sales and popularity of products and earn a lot of profits at the same time. On the contrary, it will be "submerged" mercilessly. This feeling of "love and fear" has made many wine companies take a wait-and-see attitude towards the development of night shows. In particular, the vast majority of liquor manufacturers, in this potential market, dare not cross the line, wasting business opportunities in vain.

How does liquor enter the night show?

After learning something about night shows, let's talk about how to sell white wine at night shows. Tell a story before you say it: Many years ago, the boss of a shoe factory sent salesman A to Africa to inspect the sales market of leather shoes. After arriving in Africa, A found that people here are barefoot and have no habit of wearing shoes. So A concludes that there is no market for leather shoes here. After listening to the report, the boss sent business person B to inspect it. B When I arrived in Africa, I also saw that people here didn't wear shoes. But after careful investigation, he found that the potential sales of leather shoes here are often huge. As long as we guide and cultivate them, we can open up a new world of leather shoes sales. B returned to the factory and reported the inspection to the boss in detail. The boss immediately sent B to explore the market with products, and the result was a great success. In fact, selling white wine at night is as difficult as selling leather shoes to Africans. But as long as marketing is done well, consumers can also be conquered.

Choose the right dealer

Because the operators of night shows have a complicated social background, if liquor manufacturers hand over their products to distributors, they must choose a distributor with strong financial strength and strong social background in industry and commerce, fire protection, taxation, public security and justice. Once the dealer is improperly selected, not only will the entrance fee be much higher, but the dealer will also bear the great risk of difficulty or even failure in collecting money. This is also determined by the characteristics of the night show. Liquor manufacturers should attach great importance to the relationship with distributors. The relationship between the two sides is not just a cooperative relationship, but a strategic alliance. Therefore, in terms of profit distribution, there should be a profit space that "hangs" the appetite of dealers. Because dealers do night shows, they have to invest more manpower, financial resources, material resources and public relations energy than ordinary markets. If the profit is low, the dealers will lose interest.

Wine preparation before entering the night show

When liquor enters the night show, it is necessary to first screen the night shows in the region and choose the night shows with good venues and good reputation for cooperation. The way is to make sensory evaluation of the target night show (such as the location of the night show, the decoration style of the place, the parking space, the environment around the place, etc.). ), and then to understand the enterprise nature of the target night show, the details of the night show boss and general manager, the social background of the night show, the business situation of the night show, etc. (Note: This work is mainly to prevent the evasion of orders). It is necessary to find out the flow of people at the target night show and the basic situation of the coming consumers. For example, there are probably many people coming to watch the party every day, and what is the identity of the people who come (consumers are mainly students or white-collar workers, or guests of enterprises and institutions, etc.). ). Another key point is to conduct a comprehensive investigation on the wine consumption of the target night show, including the category (such as beer and red wine), brand, consumption, consumption habits and promotion activities of the wine sold in the night show. After doing the above work, take out the evaluation report and finally determine the cooperation night show.

The premise of liquor entering the night show: blending liquor.

Liquor has a high alcohol content due to its own reasons. And this is also an important reason for consumers to flinch at night. Anyone who comes to the evening show may get drunk without wanting to drink two glasses. If this is the case, then the original intention of "leisure and entertainment" in evening consumption will definitely not be achieved.

Based on the above reasons, if liquor wants to enter the night show, it must be downgraded first, and the other is to solve the taste problem. An effective way to solve these problems is to "blend" liquor like a cocktail. At present, there are three ways to blend liquor. One is to directly add a proper amount of sprite to liquor. The second is to add water and carbonated drinks (such as Pepsi and Coca-Cola) to liquor. The third is the most popular blending method at present, that is, adding water and ice to add plum. The specific blending method is to put the preserved plum into a large cup, then pour hot water to make the preserved plum foam, and then add ice cubes to cool the water. If consumers drink a stronger flavor, they can make a bottle of white wine with 3.5 liters of water. If the taste is weak, you can mix it with half a bottle of white wine.

Brand promotion of liquor night show

People all over the world know that at night shows, most of them are consumed in the form of "accompanying wine". Therefore, the promotion of liquor must have a good relationship with the manager of the night market promotion organization, because he decides what kind of liquor to sell in the night market, and the way of "blending" can be decided according to the specific situation. The common way is to give kickbacks and other "earth" but effective methods. Of course, the role of the hostess can not be ignored or underestimated, because in many cases, a word from the hostess can influence what the guests drink. Because of the uniqueness of the hostess, in order to promote her own liquor brand, the best way to establish a good relationship with them is to adopt the "direct way" of rebate, cumulative reward and extra subsidy.

According to the characteristics of night shows, in order to guide and cultivate consumers and strengthen the sales of liquor brands in night shows, promotional activities must be varied and colorful. In terms of guidance, promoters can tell consumers that blended liquor is a bold, domineering and fashionable performance. In addition, I will brew my own white wine and let my friends and myself taste different flavors, which will be very fulfilling. More importantly, this wine tastes very comfortable and won't get drunk after drinking. Compared with beer, drinking this kind of wine will definitely not lead to belly growth, and it is more affordable to consume (according to the current specific situation, the general liquor brands are set at 130 yuan per bottle, and one bottle of liquor can be mixed with multiple bottles, so it is very cost-effective) and so on.

In terms of promotion methods, for the consumer groups of bars, discos and KTV, you can give wine for a few days, buy one and get a few free, and there are special prices of several yuan. In terms of promotional items, you can give special promotional items such as weird lighters. For consumers in night shows such as dance halls and nightclubs, the promotion of wine waiters is particularly effective. For these night shows, according to the situation of consumer groups, we can learn from some good methods of promoting liquor in Guangzhou, such as holding a "beauty contest". "debauchery" is closely related, and everyone has vanity. Many drinkers are willing to pay a lot of money for the hostess to drink the most beautiful "beauty" in order to win the red face of the hostess and earn a "good face" for themselves. The specific operation method is to issue a liquor card every time you buy a bottle of liquor, which can be integrated into 50 points, 100 points, 200 points and so on. At the same time, it is stipulated that the wine card must be consumed within one month. On a certain date, the more wine card points the hostess gets, it will be announced that the hostess has been selected as "the beauty of this period". Of course, there are many other methods that can be summarized and perfected in practice.

Night show, the "children's market" of liquor

At present, the competition in China liquor market is particularly fierce. How to open up the market has become a difficult problem for liquor production enterprises. With the change of the market, the night show has gradually become a "virgin land" for liquor industry to be further reclaimed. It is reported that at present, many night shows in Guangzhou have begun to popularize liquor blending consumption. Take Guangdong Prince Hotel as an example. 1 month The night sales of a brand of liquor here is as high as 800 cases. Chen, the general manager of Shaanxi Baishui Du Kang Liquor Sales Company, who tasted the sweetness of night show development, said that the innovative consumption of blended liquor at night shows is one of the most stable sources of income for Du Kang liquor industry in the off-season. Industry insiders estimate that the consumption of a medium-sized night show is equivalent to the sales of a county-level market. It can be seen that the sales potential of liquor in the night market is huge and the future is boundless. Liquor-making enterprises must seize this opportunity and actively explore and cultivate night liquor consumption. I hope that in the near future, the most popular consumption of night shows is "only drinking white wine tonight".