Hello, everyone, how to do the middle and high-grade liquor market in Beijing?

First, the main characteristics of Beijing liquor market

Large consumption capacity

Beijing has a huge consumer population. Due to the large number of enterprises, frequent personnel exchanges and people's entertainment, it is inevitable to eat, drink and be merry, which leads to a large consumption of liquor.

Liquor has a large number of sales channels.

There are about 35,000 A, B and C restaurants in Beijing, including more than 0/000 large and medium-sized supermarkets, more than 4,000 small supermarkets, more than 0/000 cigarette hotels, four or five large wholesale markets and, of course, about 400 liquor distribution enterprises, including various channels in suburban counties.

It is difficult to develop the market and the investment cost is high.

Beijing liquor market has a large capacity, many channels, a large number of people, slow acceptance, great development difficulty and high cost. If you want to enter Beijing, you have to solve many expenses. For example, in Shang Chao, the entrance fee, promotion fee, poster fee and stacking fee range from 500-2,000 yuan for a single store, and at least 500 stores must enter, and some stores charge more. Catering hotels cost less, but a single store costs 3000-20000 yuan. If you want to have a certain market influence, you have to enter more than 1 000, and the expenses of promotion personnel and various activities are also quite large. There is also media publicity. As we all know, the media expenses in Beijing are very high. In addition, the consumption of Beijing consumers is relatively rational, and it takes a relatively long time to impress them before they know your products.

There are many brands, and the competition is fierce but not vicious

At present, there are almost more than 200 brands and nearly 1000 products in the Beijing market, and many products are sold, which adds a lot of uncertainty. However, compared with other liquor markets, the Beijing market is rational and the competition is basically in a benign stage. It is a rare pure land in the domestic market. The advance and retreat of many brands, such as Jin Jiannan, Yin Jiannan, Jiang Guo, Song He, Yilite and Bancheng Shaoguo, are enough to prove this point.

Second, how to start the market

To start the market, the first thing to be solved is to cultivate a certain proportion and number of consumers, and the ready-to-drink liquor crowd is mainly distributed in hotels. Whether it can occupy a certain proportion of core hotels is the key to start the market. Therefore, in all channels, the hotel is undoubtedly the most important channel. Due to the large number of high-end hotels in Beijing, some high-end liquor brands tend to prefer these high-end hotels, which can quickly form a certain influence among the mainstream people. However, if you choose to enter these hotels first, it is not only costly and risky, but also difficult to have an effect in the short term. Why do you say that? Let's first look at the classification of high-end hotels in Beijing. Through the author's understanding of high-end hotels in Beijing, high-end liquor in Beijing can be roughly divided into the following categories: First, high-end theme restaurants (Chinese food) in high-end star-rated hotels, such as Beijing Hotel, Grand Hyatt Oriental, Anhua City, VIP Building, Zhaolong Hotel and Kunlun Hotel. These restaurants have more foreign tourists and domestic super-high-end customers, but they are strictly managed and have strict restrictions on the entry of drinks. There are only two ways to enter the market. Second, high-end clubs, such as Mansion No.8, Jindu Jiuyuan, Gongyue House and Sichuan Club. They are frequented by celebrities, bosses and other people with certain backgrounds, and drinks are basically bought out by some related big package merchants. If you want to enter, you must cooperate with big package merchants or introduce them through acquaintances. Third, some high-end Cantonese cuisine, seafood chain stores or special imperial restaurants, such as Asen Abalone, Tianjiuhuang, Huang Chao Restaurant, Guangdong Restaurant, Yunlong Golden Pavilion, Shunfeng and Baijia Courtyard. At present, there are only four kinds of liquor in most shops, namely Maotai, Wuliangye, Guojiao and Fang Shuijing. Therefore, middle and high-grade liquor brands should first choose B-class hotels as the starting point of the market, and then choose these high-grade hotels when the market develops to a certain stage. As far as the scale is concerned, there are no fewer than 3,000 hotels with more than 15 private rooms in the Beijing market, operating at 60%, and there are no fewer than10.5 million hotels with benign cooperation.

Secondly, we should quickly establish a face that meets the needs of market start-up. How to quickly establish a face that meets the needs? This requires a group of people who can help sell wine, that is, the construction of marketing team. Some brands of Huizhou wine choose the marketing mode of factory direct sales in Beijing market, which may be more effective in some small and medium-sized provincial capitals. However, in a big market like Beijing, the speed of direct selling is very slow, which requires a lot of investment and risks, so it is difficult to form market demand quickly. In addition, as far as the network attributes of Beijing hotels are concerned, first, the phenomenon that high-quality hotel outlets are packaged in large quantities is becoming more and more serious; Second, no one or a few big package vendors can monopolize the hotel, and many big package vendors carve up the existing blank network. In view of this, how to operate the distribution network quickly should become a breakthrough in the market.

At the initial stage of market launch, it is necessary to deeply control the number of existing hotel networks, classify existing hotels, adopt a single store and single policy, improve the "soft environment" construction of hotel customers, carry out effective channel promotion activities, and give full play to the market influence of existing resources as soon as possible. Although the channel power is effective quickly, it is easy to raise the market threshold. Once inertia is formed, it will definitely weaken the future profitability. Therefore, it is necessary to carry out certain promotional activities for consumers, so that brands can interact with consumers, and both channels and consumers can form a consumption atmosphere and quickly detonate the overall market.