Traditional liquor marketing model?

Channel is king has always been the trend and magic weapon of liquor marketing in China, although a new marketing model like e-commerce has sprouted in the ma

Channel is king has always been the trend and magic weapon of liquor marketing in China, although a new marketing model like e-commerce has sprouted in the market. Because of this, I will share it with you. Welcome to see it.

Marketing mode with the characteristics of the times

With the development of large enterprises getting better and better, the cakes of small and medium-sized enterprises are getting smaller and smaller, and the whole liquor market presents a pattern of coexistence of large, medium and small enterprises. The corresponding supply chain is basically two modes: one is the long-channel operation mode, which is mainly manufacturers → agents → second batch of suppliers → terminal suppliers → consumers; The other is the short-channel operation mode, which is mainly reflected in the direct operation or flat channel structure of manufacturers, forming a short-chain pattern of manufacturers → terminal manufacturers → consumers, or manufacturers → agents → terminal manufacturers → consumers.

Advantages of traditional marketing model

Yesterday, when the liquor industry in China was booming, we witnessed one miracle after another. But to take a step back, shouldn't we be more grateful to those dealers who silently contributed behind the scenes, those dealers who rushed to the forefront of sales and turned back the latest information?

Feed back to the winery, help the winery to constantly change and innovate, and usher in an increase in performance.

With the development of science and technology, more and more new technologies have entered the lives of ordinary people, and people's lifestyles have begun to subvert, especially the popularity of the Internet. Online shopping seems to have become the living habit of every urbanite, and online shopping malls are almost all-encompassing. Especially in recent years, online shopping malls have begun to share wine industry, and wine websites such as Buy Wine, Brewmaster.com and I Love Wine.com have already started overwhelming advertising wars. We seem to see the infinite vitality of this sunrise industry. However, relevant information shows that Brewmaster Net 20 1 1 has an estimated sales of 500 million yuan and a loss of 50-80 million yuan * * * The actual sales situation is unknown * * *; In 20 12, the estimated sales amount is 2 billion yuan, and the annual loss is 200 million yuan. Many people who are familiar with the Internet industry also admit that it is commonplace for the e-commerce industry to "make money at a loss" and understand that "burning money" is the inevitable development of e-commerce.

Not to mention the shortcomings of the e-commerce industry, the advantage of the traditional distribution model is that e-commerce cannot be compared and cannot be replaced: advantage 1. Stabilize the long-term channel chain. Due to the accumulation of time, successful dealers have already formed a stable marketing channel. From the second batch of dealers to supermarkets, tobacco and liquor stores or other channel terminals, the relationship between them is bite by bite, and there has always been tacit cooperation in terms of interest division and coverage width. In this kind of cooperation, interpersonal relationships are in a spiral state, and new channels are difficult to break.

Advantage two, the trump card terminal is strongly occupied. Catering terminals are an important stage for liquor sales and the only way for liquor brands to enter the market, and most catering terminals are in the hands of dealers. Wineries are also willing to take catering channels as the primary position to enter the market; In the regional market, the competition of drinks in catering channels is extremely fierce. The effect of catering channels on liquor brands is mainly reflected in the fact that liquor brands in catering channels can guide the consumption trend of regional markets. Generally speaking, when a new brand enters the regional market, it first forms contact with consumers through catering channels, so that consumers can understand the products and know the brand. Once the new brand has established a strong popularity and reputation in the catering channel, brand communication will naturally take shape. From this perspective, the catering channel is indeed the leader of alcohol consumption trend; Catering channels directly reflect the level of competition in regional markets. Knowing the competition of liquor in the regional market and directly investigating the catering channels can intuitively get the fierce competition, the main brands of competition and the cost of entering the market. The catering channel is a barometer of liquor brands' performance in the regional market, which directly reflects the brand distribution and sales volume of the market. Generally speaking, the strong brands in the regional market have absolute sales advantages in the catering channel, which is the unique scenery of the catering channel, and e-commerce can't do it and can't replace it.

Advantage 3. Form a good market order. In the minds of most dealers with excellent performance, keep in mind the truth: to do a good job in your own territory, you can't run around for petty profits. No matter which industry market needs a stable order, this law is more obvious in the wine industry. Beijing Chaopi, Jiangsu Sutang and Henan Xiyangyang all helped major brands to do a good job in circulation within an effective range, which stabilized the market order to some extent. E-commerce can be shipped nationwide. Although the circulation of commodities is more extensive, the market has lost its original stable order and is in chaos, which is not conducive to long-term development.