Planning of liquor wedding banquet activities

The white-hot competition in liquor sales market makes merchants constantly look for breakthroughs, but the present situation of serious homogenization competition and market saturation is a headache. Market segmentation is the general trend, but what to segment and how to realize it is an important issue that seems simple, but it is actually related to success or failure. As far as liquor sales are concerned, wedding wine is a market segment that has attracted much attention. The following is my planning for liquor wedding activities.

Planning scheme of Chengdu wedding banquet wine market

The white-hot competition in liquor sales market makes merchants constantly look for breakthroughs, but the present situation of serious homogenization competition and market saturation is a headache. Market segmentation is the general trend, but what to segment and how to realize it is an important issue that seems simple, but it is actually related to success or failure. As far as liquor sales are concerned, wedding wine is a market segment that has attracted much attention. Experts from the Liquor Industry Association predict that by 20 10, the wedding banquet liquor market will reach 10 billion yuan, accounting for about 10% of the total market share, so it is both a market segment and a huge market.

At present, many businesses have seen the business opportunities in the wedding wine market. There is a sharp increase in the number of companies in the market under the banner of professional wedding drinks service, but unfortunately, some businesses have no sense of service and just insist on it? Professional service? Or? Group purchase? Some companies are shoddy, which has brought a lot of troubles to consumers. Because of the particularity of wedding wine (I don't know what to use), the requirements for sales channels and publicity are different. Consumers urgently need professional, resonant and perfect service companies to provide them with wedding wine services, close to the wedding market, carry out targeted publicity activities, truly create a sustainable wedding wine sales channel, and truly be evergreen in the wedding wine sales field.

Market environment analysis

The population of Chengdu is about100000. According to incomplete statistics, nearly 20,000 couples register for marriage every year, among which about12,000 couples need wedding photography, wedding, wedding hotels, wedding dresses, wedding drinks, wedding candy and cigarettes, resulting in a huge number of consumer services around the couple. Wedding market? .

Psychological analysis of consumption

According to my sales experience, 30% customers choose 100-200 yuan's mid-range liquor, 40% customers choose 200-300 yuan's liquor, and only 1-20% customers choose liquor with the price above 300 yuan, which shows that mid-range liquor has the largest sales volume and the greatest market potential. In addition, in the choice of liquor packaging, more than half of consumers choose exquisite and beautiful packaging, and about 30% consumers think liquor brand is the most critical. In addition, customers often give discounts, gifts of red wine and other preferential activities.

The consumption of wedding drinks in Chengdu is mostly concentrated in the price range of 100-300 yuan white wine and 40-80 yuan red wine, and the number of tables is about 15-30. It's not that no newcomers use Wuliangye, 1573 and other high-end famous wines to support 50- 100 tables, but such customers often have complicated social relations, and it is difficult to pry their own business or relatives into the wine business.

On average, each wedding banquet uses about 10 bottle of white wine and about 15 bottle of red wine, and the consumption amount is about 3000 yuan. Brand liquor with exquisite packaging, excellent taste and numerous prices and retail prices is the main brand liquor that the market loves. Liquor is mainly Wuliangye Liquor, safflower lang, Jiannanchun, Tequ and Luzhou Laojiao Tequ/Centennial, and red wine is mainly Huaxia Great Wall Series, Great Wall Series and Changyu Jiebaina Series.

Product advantage analysis

According to the investigation and analysis of relevant media, when consumers evaluate liquor, the most important factor is the taste of liquor, accounting for 49.9%, followed by the brand of liquor and the reaction after drinking, accounting for 18. 1% and12.6% respectively; In addition, in the investigation of consumers' brand awareness, it is found that when consumers choose a certain brand, the main consideration is the taste, accounting for 47.5%, and the price of liquor is also a factor that cannot be ignored. Consumers who chose price factor accounted for 20.7%, and brand factor ranked third, accounting for 17.5%. This is basically consistent with the situation I encountered in the daily sales process. What customers ask most is the taste, so in the exhibition activities, a few bottles are usually opened for customers to taste.

Luzhou-flavor liquor accounts for more than 80% of market consumption. Huaxia Liquor Co., Ltd. is located in Jiang 'an County, the center of the Golden Triangle between Yibin, Luzhou and Renhuai, a famous wine producing area in China. Its overall scale ranks third in the same industry in Yibin area, leading products? Chinese spring? Awarded by the provincial people's government for four consecutive years? Sichuan famous brand? Products, the company was identified by the Provincial Department of Commerce as one of the eight original wine enterprises in Sichuan, and was rated by the National Bureau of Statistics and China Food Association in 2005? Top 100 Enterprises in China Liquor Industry? Its quality and popularity are beyond doubt. As long as it is properly publicized, its taste, packaging and brand awareness will be promising to enter the Chengdu wine market with the wedding banquet market as a breakthrough.

Choice of marketing mode and platform

The wedding banquet wine market is different from traditional retail markets such as terminal hotels. Newcomers often take the recommendation of the wedding company and the brand varieties seen at the wedding banquet as important references. If they can also see it in large supermarkets and wine companies (where newcomers like to compare prices), they will be more determined to buy. There are nearly 3,000 wedding companies and stores in Chengdu, and nearly 500 are promoting themselves and developing their business through professional portals, wedding, love, community and other online channels and various wedding fairs. In addition, wedding restaurants, wedding companies, wedding photo studios (three wedding channels) and so on. , which is the golden channel for newlyweds to spend on marriage, has great value in the sales of wedding drinks and is the marketing commanding height of the wedding drinks market.

In fact, the wedding wine market and the wedding service industry have a lot in common. Competition is not a price war, but a value war, which mainly creates new competitive advantages by providing the most valuable products and services to newcomers. Moreover, unlike price competition, value competition is to exert its strength on both tangible value and intangible value. Nowadays, the homogenization of alcohol products is becoming more and more serious, and the competition between the physical level and the price can no longer meet the needs of consumers. We are more innovative in consumption environment and process, brand image and service quality, so as to widen the gap with our competitors.

Only by minimizing the risks of weddings and related partners can channel expansion proceed smoothly. When the channel develops rapidly, there is no need to worry about the return of a few partners, because the returned goods can be quickly decomposed into more partners, which will not increase the pressure on inventory and funds at all. In addition to the corresponding sample payment, (not more than 2000 yuan), launch? Partner premium goods will no longer be paid? 、? Goods can be returned unconditionally? 、? Settle with the company once a month? And other contents of establishing business relations with partners.

And choose local influential websites and newspapers as propaganda media, carry out joint publicity activities in the wedding industry, and make a series of special reports on the history of young people's entrepreneurship, so as to shape themselves and their partners into the image of promising young people in the wedding industry. At the same time, two advertisements were put on the internet and the paper media to let more consumers know about this model and this group, and also to make other people who want to join feel that it is profitable to do things. Such a combination of image promotion and commercial advertising packaging, it is estimated that without 10 thousand yuan, the company can have credibility with its partners.

In a word, how to be a man in advance and open up a good situation of win-win cooperation and common development with partners requires us to make more arduous efforts and be firm. Convenient for others is convenient for yourself? Business philosophy, keep going.