What is the sales model for wine? What is the difference between the sales model of wine and beer?

There are two main modes of wine sales channels: one is the "on-site drinking mode", which accounts for 65% of wine consumption, of which "restaurants" account for 70%, nightclubs, bars and KTVs account for 30%, and the other is the "off-site drinking mode", which accounts for 35% of wine consumption, of which the channels of stores, supermarkets and mall counters account for 75%. The other is the "off-site drinking mode", which accounts for 35% of wine consumption, of which the channels of outlets, supermarkets and shopping mall counters account for 75%.

In front of such a sales channel, the dealer link is insurmountable. In fact, dealers have been plowing the local market for a long time, and have already acquired or bought out the "right to decide on the list of alcoholic beverages" of many restaurants in various ways, and have a huge network and information advantage. Therefore, in the wine industry, the only way to win is to deal with the dealers, and the "small agent mode" is better than the "big agent mode", according to the interests of the dealers. According to the interests of dealers, the game, resulting in a "large agent" and "small agent" two kinds of dealer mode. The "big agent mode" is the traditional "regional agency system", by the "big agent" is responsible for regional sales, management is more mature. Dynasty Wine is this model

But this model leads to Dynasty Wine's weak control over its dealers, making it difficult to successfully implement its market expansion plan, unable to implement refined management of the channel, and lacking an understanding of the sales terminals, which is detrimental to the price of its products and the direction of development of new products. Zhang Yu wine abandoned the industry's traditional large agent system, invested heavily in self-built channels, the formation of "small agent mode". And where to find these huge capital? The capital market to find.

Changyu utilized its leader advantage and bargaining power, using a three-tier marketing system: 38 sales branches led by the sales company, under the jurisdiction of 3,560 distribution offices, the management of 3,900 dealers, to reach the final retail terminal. Zhang Yu recognizes that: although the dealer resources is a mountain of gold, but no exclusive mining rights, gold can be dug by everyone! So digging gold mountain to be more technical content and cooperation with small agents, Zhang Yu is in a dominant position, can effectively control the sales terminals, control the terminal product prices, can reduce accounts receivable and bad debt provisions, accelerate capital turnover, improve the efficiency of asset utilization.