In the liquor industry, what kind of channel model will be the mainstream model in the future?

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The future mainstream channel model of wine industry

First, the wine monopoly, the foreseeable future

With the completion of the revised draft of the national standard of Retail Format Classification, chain convenience stores will enter the development faster. Supermarket formats are subdivided in classification, and the development of various specialty stores and specialty stores will be more legal in the future. On the other hand, with the improvement of consumers' awareness of rights, most provinces and cities have stopped unreasonable charges in the catering industry such as "refusing to bring your own drinks" and "opening bottles". Consumers will bring their own drinks, especially some high-end drinks.

The mode of liquor shop provides a platform for high-quality liquor. At the same time, it provides a good shopping environment for consumers. For the channel business, the exclusive store can not only serve specific people of specific grades, but also achieve the function of market segmentation and focus on the market. At the same time, self-built stores can gradually get rid of the dependence on restaurants and hotels, and reduce the cost of entering the supermarket such as admission fees, promotion fees and management fees.

We can buy drinks in supermarkets, convenience stores, liquor stores, restaurants and so on. This brings great convenience to consumers to buy drinks. However, because restaurants often raise the price of drinks, consumers have some resistance. There are also supermarkets that specialize in buying stores and so on. There are not only many varieties, but also a wider range of brands to choose from. The key is price advantage. Liquor specialty stores compare services with competitors, convenience and promotion with supermarkets, and taste and price with convenience stores.

From the development of liquor sales channels in 10 years, from the simple mode of relying on shopping malls and supermarkets, it gradually turned to diversified channels such as shopping malls, supermarkets, convenience stores, tobacco and alcohol specialty stores and e-commerce as sales carriers. As a part of liquor sales, distributors are in the sandwich between producers and consumers. Well done, popular at both ends, bad done, angry at both ends. With the increase of sales channel mode, manufacturers have more choices, but for distributors, not expanding some new channels means more and more dependence on catering suppliers, which is less and less important to manufacturers. Therefore, the establishment of specialty stores has a higher level of requirements for the management ability of channel providers themselves.

Second, the store has changed to a chain store.

Direct chain is a chain store directly operated by the head office, which is directly invested and controlled by the head office. This type of chain store has no franchise stores, so it can better control brand management. The headquarters adopts the straight-line management mode, directly in charge of all stores, and the stores also fully accept the command of the headquarters. The main purpose of chain is "channel management", that is, to gain profits by expanding the "contact surface" between products and final consumers. Therefore, this kind of chain is actually a "management industry".

In our liquor chain system, when the enterprise reaches a certain scale, if the information cannot be delivered in time and effectively, the stores will have no sense of obedience to the head office. Then it's not just a decision-making problem. The whole company is in a mess and the chain is unlocked. In this competitive environment, the big fish eat small fish, the fast fish eat the slow fish, how can enterprises survive better? Chain, to put it bluntly, is a smart man fighting with a bunch of fools. Internally, we are a headquarters with stores A, B and C; externally, we are a unified whole. Real-time and effective transmission of information and effective utilization of resources. This is the core of chain operation.

The integration of resources is to make the whole chain system into a whole, not individual stores. Therefore, the realization of integration can make enterprises respond to the market more flexibly, increase controllable actions and reduce costs. At present, in the liquor chain system, most chain enterprises only realize the chain operation of unified procurement, unified distribution, unified return and unified settlement. How to integrate and utilize the resources of the whole enterprise at a deeper level is the goal that all families are pursuing.

Liquor chain stores have locked in some high-end customer groups. How to attract repeat customers better, or provide satisfactory service for customers' consumption habits. With the fierce competition, the terminal is not a store, but in the hearts of customers. Whoever catches the customer's heart will master the market. For example, building a membership system of all stores will not only enable all members to enjoy the same distinguished service in all stores within the system, but more importantly, collect the contact information of high-end customers. Understand customers' consumption habits through the membership system. Providing this information to members at an appropriate time during the Lunar New Year holiday or when new products are on the market can attract customers well. Through the membership stored-value card, corporate customer resources can be better revitalized. In China, a country that likes reciprocity, alcoholic products are the first choice for public relations gifts. It is wise to seize the broader gift market with the help of stored value cards. The introduction of membership stored-value cards can also enable enterprises to obtain a lot of interest-free cash flow.

The integration we are talking about here is not a simple vertical unification of the links of entry, sale, deposit, withdrawal, fee and settlement. A milestone in the success of integration is to form a system platform that runs through the whole group. This platform is not only a business platform, but also a management platform and a communication platform. As a business platform, with the help of ERP theory, it can cover all aspects of the group's comprehensive business (procurement, sales, deposit, refund, handling fee and settlement) and service operation; As a management platform, business intelligence theory can provide business-based evaluation and management tools; As an exchange platform, based on supply chain theory, an information channel is established to serve the upstream and support the downstream.

Third, multi-channel marketing to develop e-commerce.

If a specialty store is a point and a chain store is a line, then e-commerce is to cover the whole situation. With the completion of chain store distribution, the distribution center is the store, and the market outside the field and outside the store radiation is covered by e-commerce. As we mentioned earlier, the B2C direct selling platform "also sells wine" received $3 million in venture capital; According to the classification of national retail formats, retail clubs can be divided into two categories: stores and no stores. Let us truly feel the charm of e-commerce in the wine industry.

At present, there are several wine online sales platforms, such as drinkers, 5 19.com and wine buyers, which are operating well. Most liquor distributors still focus on traditional offline sales, brand agency and layer-by-layer distribution. In order to expand market share and change the competitive disadvantage of enterprises, developing e-commerce is a direction. E-commerce not only covers a wide range, but also makes up for the disadvantages of high rents in traditional stores. It is conducive to controlling costs and ensuring price advantages. In addition, the online popularization of wine culture, wine tasting, wine tasting introductory knowledge. It is also very helpful to increase sales.

The core issues of developing e-commerce of alcoholic products are: membership system, online payment, order system and clear inventory distribution scheme. Personally, there are three main concerns about doing e-commerce: First, there are no customers, which is also a concern of everyone, depending on the promotion of their respective websites. The second is logistics distribution. I accidentally touched it. It was all money. The third is inventory. After the customer places an order for payment, he will call the customer and say sorry. We are out of the Baron Castel dry white wine you asked for. Can you exchange a bottle of Great Wall Dry Red with the same price? Stop talking nonsense!

If physical store members and online store members, the stored value card online and physical store are universal, and the physical inventory and online store inventory are organically combined. For example, members can check points through the mall and use stored-value cards for online shopping. In this way, enterprises do not need to invest a lot of manpower and material resources to develop e-commerce. Realize the integrated utilization of enterprise resources.