How to do the marketing of wine specialty stores?

With the increasing competition between traditional channels and terminals, as one of the main windows and platforms to display the image of wine enterprises, realize brand and sales, the importance of wine specialty stores has become increasingly prominent. Looking at some wine stores in China, it seems that it still stays in the traditional single stage of waiting for customers to come to the door. As for image display, it almost stays in the stage of simple image display and product display. In a word, the current business model of domestic wine specialty stores is similar to that of other industries. As the carrier of emotional and spiritual needs, wine is different from other fast-moving consumer goods, and its operation mode is still different. Based on years of experience in terminal promotion and store planning, combined with the operation mode of liquor stores, the author analyzes his feelings and cognition in this regard. Although the management is difficult and takes up a lot of money, manpower, material resources and energy, the advantages outweigh the disadvantages in terms of its marketing promotion effect. It is an effective terminal promotion mode for wine enterprises in regional marketing, which is worth trying by some wine enterprises. At the same time, it is necessary to make in-depth analysis and planning on the specific operation strategy of the store, so as to be close to the product characteristics of wine and truly play the due function of wine monopoly. Through the analysis and investigation of specialty stores and terminal channels in different industries, it is considered that the marketing strategy of HP laptop monopoly and other beverages in the computer industry has greatly inspired the author in the wine monopoly mode, because two seemingly unrelated enterprises have adopted the same marketing strategy-experiential marketing, and HP monopoly takes the all-round experience center of specialty stores as the starting point to attract target groups to enter the store for three-dimensional visual, auditory and hand experience. His (her) drinks rely on consumers to promote an experiential culture, convey the culture of products and enterprises to the target group from different angles, and impress consumers from both material and spiritual needs. At the same time, the author is inspired and touched by the following aspects: first, popular direct marketing can effectively cut into consumer leaders and provide effective tracking and service; Second, Amway's personal one-on-one communication and service can infect and impress consumers and play the role of word-of-mouth communication and sales; Thirdly, the newly popular personalized music bar in China can not only bring freshness to consumers, but also play an effective role in rendering and adjusting the atmosphere, which is suitable for instant consumption of leisure and entertainment and storage and consumption of emotional wine; Fourth, the quiet and romantic atmosphere of the western restaurant is suitable for couples and lovers to spend romantic time; Fifth, the new wine estates in some places in China will lead a consumption fashion and set off a new wine consumption revolution. It can be said that the strategy of some enterprises or different models is a fragment of the author's extension to a new level in view of the specialty store model currently operated by wine enterprises. Some people may be puzzled by this. What does this have to do with liquor marketing and liquor monopoly? What I want to say here is that the emergence of a new strategic model is the result of the optimization of some unrelated things. And the author's strategy for the future operation mode of wine monopoly is also contained in it. Before expounding our point of view, let's briefly analyze the following strategies and terminal promotion modes: bar features: entertainment, leisure, entertainment, instant consumption, storage consumption (if you can't finish it once, you can store it for free next time, which is a way to attract repeat customers), relax scheduling and adjust your mood and mood; Scenes are easy to stimulate instant sexy consumption, drinking is more of a herd and passive entertainment psychology, and professional taste is not enough; The first motivation of consumption is to invite others or passively accept invitations for entertainment consumption; Second, take the initiative to invite lovers and partners, pursue an emotional appeal and spiritual enjoyment, and create a romantic atmosphere; Advantages: the price of red wine in the bar is more than 3 times higher than that of the general Shang Chao terminal, with considerable profits and high enthusiasm for bar promotion; It is one of the strong channels to realize the promotion of wine in terminal sales; Facilitate word-of-mouth publicity and image enhancement; Insufficient: high admission fee; Facing the competition between beer and many similar products, the marketing expenses paid are too high; Take higher risks; Characteristics of western restaurants: reflecting the romantic dining culture in the west, paying attention to the atmosphere and emotional appeal, most couples in love and some business people need to go to dinner, and the probability of consuming wine is high; Advantages: Western restaurants have always given Chinese people a cultural concept of eating western food and drinking red wine, which is suitable for the promotion and sales of wine; Elegant and warm dining environment, with a romantic atmosphere, meets the consumer demand and spiritual pursuit of middle and high income. Disadvantages: the price of wine in western restaurants is relatively high, which is about three times higher than that in supermarkets. Although the relative income of this group is stable and high, it has to be passively accepted by social and vanity factors. After all, western restaurants are not like ordinary restaurants, and the daily consumption frequency is not high, so it is difficult for wine to break through the bottleneck of quantity.