Marketing Skills: Finding business opportunities is more important than anything else.

For wine sales, it is needed all year round, and the arrival of summer is the peak season for all kinds of wine sales. So if you want to seize the business opportunity at this time, you must master the marketing skills. Here are some sales skills of high-grade liquor for your reference. Step 1: Seek resource support. From May to August every year, the intense heat is pressing, which is the most difficult day for liquor manufacturers. At this time, the manufacturers basically "released their horses to the south and put guns in storage", and people, money and things could not be suppressed. Influenced by the concept of "terminal is king", on the one hand, retailers have a strong "wait and see" idea, manufacturers do not take the initiative to say that they want to promote sales, and retailers stay put and let the "off-season" flood. However, with the deepening of the concept of off-season marketing, many liquor production enterprises have listed off-season marketing as an important promotion content of one-year marketing plan, and actively cooperated with retailers to promote the promotion of off-season liquor in the terminal. Therefore, retailers can take the opportunity to seek funds. How do retailers seek resources from manufacturers? The required resources include: some media reminder advertisements, materials provided for stacking and shelf display, on-site shopping guides, advertising leaflets such as DM and POP, brochures, various gift support, higher rebate incentives and festival sponsorship fees. In return, retailers should provide manufacturers with the following support: free admission fees for new products in off-season, providing shelves with better locations, increasing shelf display, playing tips in stores, more convenient payment settlement, and reducing related fees. How? Who? Generally, telephone conversation, door-to-door visit and contract negotiation can be used. At this time, retailers should show sincerity, put down their noble heads and solemnly introduce their overall plans and schemes for liquor off-season promotion to manufacturers and distributors in order to obtain the cooperation and support of manufacturers and suppliers. The bulk purchase manager, site supervisor and branch leaders can all be interviewed. During the negotiation, retailers should tell their thoughts, demands and trading conditions frankly, and should not hide anything. Don't drag some off-season things to the peak season to confuse people. Finally, a written agreement must be reached. In the off-season cooperation, retailers should adopt the strategies of "going to the two ends, taking the middle" and "not greedy for the big and not seeking for the small": that is, it is not suitable for cooperation with high-grade big-name liquor, because such wine merchants have great strength and high vision and do not pay much attention to off-season promotion; Xiaojiu has a small reputation, and it takes a lot of effort to promote it, and some of them are not worth the loss; It is more appropriate to cooperate with medium and large liquor enterprises, because on the one hand, they want to catch up with the national famous wines of Maotai, Wuliangye and Jiannanchun, on the other hand, they want to prevent falling behind, so they do off-season marketing, and they try their best to cooperate with each other, so retailers have more profit opportunities. Step 2: Make use of geographical location to make piles, shelves, signboards, slogans and broadcasts, among which the most favorable factor is piles. Supermarket stacking forms are divided into product cartons, large-scale image cartons, shelf product stacking docks, specially designed image display tables, shelf end racks and so on. , mainly piled up in the big aisles, entrances and exits and checkout counters of shopping malls. Most commonly used for stacking shelf products. For such a big supermarket, adding one or two piles won't affect anything. According to experts' long-term research, even an unremarkable item, after more than ten times the visual rate, will infect witnesses and easily produce consumer desire; One hundred people witness the same item in the same place, and at least three people will have consumption desires and behaviors. The pile head of a key section of the supermarket plays such a role: sales push and pull, brand display. But how to make a heap skillfully? According to the different product life cycle, the promotion form of "stacking head" is reasonably determined and planned. If the manufacturer's products are new and in the introduction period, the pile head position may not be the best, but it is necessary to pull the manufacturer to do "strong" promotion; If it is in the growth period, it puts forward higher requirements for site selection. Shangchao should provide the best position, that is, the "golden" pile head, and also promote sales; The position of pile head in mature period is more critical than promotion. Shang Chao should make use of his own professional technology to teach manufacturers the skills of stacking design, so as to maximize the stacking effect: keep the compartment display on the outer surface of 1/8 box, make the enclosure on the lower floor artistic, and put small brand display boards or leaflets and leaflets on the upper floor to create a creative seasonal sales atmosphere. Salespeople in Shang Chao should clean up the deposits regularly. Step 3: Bundle sales drive small profits of large supermarkets in light markets, mainly by collecting various entrance fees to make a living. Especially in the off-season, it is a thankless thing to promote liquor. It would be even more unprofitable if Shang Chao only pushed it by itself. Therefore, a basic idea for Shang Chao to promote off-season liquor terminals is to be able to do "business without spending money" and promote sales without spending money. This requires Shang Chao to be both a leader and a middleman, play the role of "matchmaking", and make good use of bundling and joint promotion to achieve the goal. The significance of joint promotion: to enable a single supermarket to carry out promotional activities that it cannot carry out. The variety, specifications, styles and colors of the joint sales goods are complete, which increases the appeal of liquor. With a small promotion cost, a large promotion effect has been achieved. Joint promotion method: large bottles of liquor are bundled with small bottles for sale. Liquor is sold with fashionable beer. Buy as many bottles of beer as you want, or buy as many bottles of beer as you want. The form can be hard or soft. Liquor and condiments are jointly sold. Further big connection, it can be combined with fresh oil, salt, milk and other household foods. Liquor and scratch cards are jointly sold. It is stipulated that how many scratch cards should be sent to buy any value-added liquor. Prizes vary in form and value. Recently, a large liquor factory in Fujian launched the activity of buying wine and sending dollars in the off-season, which caused a great sensation among dealers and consumers. Retailers can "bring it" and apply what they have learned. Co-marketing products require similar attributes and certain use value, and can revitalize best-selling products and unsalable products at the same time. For joint promotional items, Shang Chao can combine them by itself or ask manufacturers to provide cooperation. The joint promotion strategy must first be innovative to make consumers feel fresh. If content innovation is difficult, it must be innovative in form or concept; Secondly, to let consumers directly see the benefits directly obtained from promotional items, only the visible benefits are the most lethal; Finally, it is simple, feasible and easy to operate, otherwise consumers will have unnecessary doubts, reduce the promotion effect and increase the operating cost. Step 4: Make a complete holiday marketing feast. The annual long holiday is the golden age of Shang Chao, the peak of consumption, and the important consumption season of liquor. However, during the period from May to September, there are fewer and fewer holidays, the holiday business is light, the passenger flow is obviously less, and the liquor sales are even weaker. However, the absence of traditional festivals does not mean that there will be no holidays, and businesses can also create their own holidays, which is very important for setting off a small climax of consumption in the off-season. For example, some foreign businesses engage in celebration days and cultural weeks with great fanfare and arrange them in the off-season, thus setting off a marketing climax in the off-season. During this period, there are traditional small and medium-sized festivals such as Mother's Day, Father's Day, Dragon Boat Festival and Qixi Valentine's Day, as well as national statutory holidays such as July 1 day and August 1 day. Local cities also have their own folk festivals, chambers of commerce, competitions and other major activities that are not inferior to the Spring Festival and National Day. Merchants should be smart, respond positively, participate boldly, and do a good job in related business promotion activities. By analogy, the off-season is not afraid of no holidays and no business opportunities, but every month, or even "every day is a holiday." But unfortunately, many supermarkets exclude alcohol promotion from holiday promotion. How to do well the off-season marketing of holiday liquor in Shang Chao? Product selling point: Festival-oriented retailers demand novelty and novelty. According to different holiday situations, holiday consumption psychology and behavior, the actual demand of holiday market in a specific period, the characteristics of each product, culture and modern lifestyle, we should formulate an effective product strategy combination that is quite seasonal and suitable for holiday marketing, and launch and promote products that are more suitable for consumers' leisure activities and fully show their summer happiness, so as to find another way and seize the opportunity. To realize the festival of products, it is necessary to create momentum by "festival" and play "festival card", endow liquor with the function and characteristics of combining seasons and festivals, make liquor more low-alcohol, health-care, leisure and thematic, and abandon the previous characteristics of high, strong, bitter and choking liquor, which is more suitable for drinking in summer. Of course, the introduction of products is not based on Shang Chao, but requires retailers to be more forward-looking and proactive, and requires manufacturers to develop and provide new liquor products suitable for Shang Chao's summer promotion, otherwise no matter how much they purchase, the effect is not great. For example, Wuliangye "Fulu Xi Shou" wine, Jinliufu "Qinggong wine", Jin Shiyuan "sake" and health chinese wolfberry wine, pure wine and iced wine are all targeted and advanced. Shang Chao might as well introduce some more. If possible, Shang Chao can also launch its own branded liquor brand. It is even more precious to strengthen group buying channels, open some festivals in the off-season and strengthen holiday promotion. Shang Chao should take the initiative to implement the "going out" strategy, introduce foreign products from inside and strengthen the development of public channels for festivals. For example, when the Dragon Boat Festival arrives, there is a custom of eating zongzi to worship ancestors in the city. Therefore, we can use product brochures, advertising leaflets, quotations, DM and other ways to transmit information and launch special wines for community residents. Another example is the "August 1st Festival", which is a great moment to support the army and its families. Now is a good time to buy a group. Event marketing can be used to publicize the welfare wine with preferential packaging to garrison troops, armed forces, civil affairs bureaus, large and medium-sized enterprises and trade unions, buy X for free, or show the public welfare image of retail enterprises. There is also Father's Day on August 8, and we can also take this opportunity to promote health wine and medicinal liquor to children who are filial to their fathers. According to foreign practice, the marketing promotion date of large-scale festivals in supermarkets and hypermarkets should be 3 weeks, with 7 days before the festival as the promotion period, post-holiday adjustment period and intra-festival climax period, and the duration of each period should be the length of the average purchase cycle. This part is reduced accordingly. The promotion of off-season liquor should also follow this law. Step 5: Unique serial promotion plan. Looking at the promotion of merchants, there are many similarities and differences, and the effect is not good. Therefore, in the off-season, supermarkets and stores should make full use of their three advantages of large space, excellent environment and high popularity to promote sales. Of course, the promotion must combine the characteristics of liquor, be original and unique, and pay attention to coherence, systematicness and collocation, so as to achieve unexpected results. So how did Shang Chao launch its own unique, sharp and effective chain promotion scheme? Here are some examples: activity 1: come to XX, buy and send. During the off-season promotion activities, all customers who come to our supermarket to shop will be given exquisite gifts as long as the amount of liquor purchased reaches more than 100 yuan. The more they buy, the more they get. Activity 2: Make the first gift. All freshmen who were admitted to colleges and universities in July this year will receive a beautiful gift marked "Become the No.1 Scholar-I wish you growth" as long as they hold the admission notice and buy X brand liquor in this supermarket. Activity 3: "Birthday Thanksgiving" is a good gift. Every month, a lucky draw will be held to give back the "grateful parents, lucky birthday" activity. All consumers who have the same birthday as the winning day drawn by our store and hold the shopping list of alcohol consumed in our store on that day will be given a loving birthday gift. There are many prizes for the "Birthday Thanksgiving" activity, and the highest prize is "a three-day trip to our headquarters". Activity 4: "Crazy for 30 seconds". Every ten days, 2~3 customers are randomly selected as "lucky customers" on that day with shopping receipts or invoices (including details of drinks purchase). Lucky customers can grab any goods in the supermarket within the specified 30 seconds, and take as much as they can. As long as they don't violate the rules, all the goods they take out are given away for free. Other series of on-site promotional activities can also include cultural performances, drinking contests, liquor promotion supported by liquor manufacturers, knowledge contests, etc., which can further deepen the awareness of liquor consumption in summer. The series of on-site activities should be wave after wave, targeted, interesting and exciting. The purpose is to attract customers to participate, push the whole promotion activity to a climax, realize the "win-win" of manufacturers, merchants and customers, and have their own gains. As prizes and gifts are basically sponsored by manufacturers, Shang Chao only gives a small part, or "wool is used on sheep", and manufacturers have also made some gains, but the biggest winner is Shang Chao. On-site chain promotion activities are related to stacking goods, joint promotion and holiday marketing, which are independent of each other and should be treated differently and applied separately. In order to strengthen the promotion of off-season liquor, Shang Chao can also cooperate with manufacturers, and can choose discount cards, coupons, accumulated bonus points, membership system and other ways to further promote the promotion of off-season liquor.