How to do a good job in liquor group purchase

At the same time, the channels for consumers to buy liquor are also changing; Teacher Jiang Meng combined with many liquor enterprises she contacted and served: Maotai, Song He Liquor Industry, Laimao, Wuliangye and so on. And summed up a point: now liquor consumers, especially middle and high-end liquor consumers, are changing their consumption habits and channels. Teacher Jiang Meng cited a case around us: We entertain guests to a hotel. What are the chances that you will buy wine from the hotel? I believe many people will say very little, so where can we drink white wine? One is to bring your own wine instead of going out to other tobacco hotels to buy it. Bringing your own drinks has become a consumption habit. On holidays, enterprises distribute welfare, institutions and institutions entertain wine, and large enterprises receive customers. They all use high-end liquor. They seldom buy at one time, but in batches. Liquor group buying will become an important sales channel for many liquor enterprises. It is the source of profit and the sales channel of high-end liquor. It is very important to do a good job in group buying. What are the characteristics of liquor group buying? Teacher Jiang Meng, who has been studying marketing in EMKT.com.cn, has come to the conclusion that group buying consumption resources are scarce, exclusive and hidden, and they rely on network resources, relationship resources, power resources and information resources. These resources need to be accumulated for a long time, and everyone's resources in this area are limited. It is generally not easy to find people with more group buying resources. Therefore, if an enterprise wants to do group buying, it must find people with network resources, relationship resources, power resources and information resources, and concentrate the scattered resources for its own use. First of all, understand the consumers who meet the requirements of liquor group purchase: usually, there are four types of key customers with high welfare: (1) government, schools, military and other institutions; (2) High welfare units such as mines and oil fields; (3) Banks, telecommunications, transportation, electric power and other large national enterprises; (4) Local leading enterprises. The main purpose of group buying marketing is to influence the consumption of high-consumption groups such as government, business and social white-collar workers by developing group buying business, and to drive the consumption circle around the government. Conquer group buying units with "summoning": also known as opinion leaders: finance, discipline inspection commission and organization department have great promotion significance to institutions; Construction Committee, industry and commerce, and taxation are of great significance to enterprises; Public security and health departments have extensive contacts; NPC and CPPCC are relatively easy to break through. The use of wine in the above departments is not important in itself, but it can introduce many relationships. Therefore, the leaders or heads of these departments are the main public relations targets of group buying. Looking for "officials and businessmen" with social resources as group buying organizers or distributors: public relations group buying depends on contacts, but contacts cannot be established in a short time. Finding dealers with rich social resources is not a substitute for any investment. Starting social resource-based customers is the first priority of group buying strategy. Merchants will get twice the result with half the effort by using the social network of "officials and businessmen". Secondly, how do we do a good job in group buying customer relationship? Method 1: Group buying with the help of institutions. The group purchase operation cooperates with the competent department, hometown association, chamber of commerce or association of the unit, and sometimes the key of the competent department is opened, and the doors of all its units are opened. With the help of the competent department and proper public relations activities, it is easy to attack the city and pull out the village on the way of group buying. Method 2: treat the product as a customer promotion gift. Group buying is generally used to give benefits to employees of this unit. If the group purchase is extended to the enterprise's promotional products, it will achieve unexpected results. Method 3: treat the product as a condolence product for customers.