How to break through the catering channel "siege"

The second is in the white wine regional market promotion, most of the white wine enterprises usually take the set is the first into the catering channel, in the consumer recognition, and then into the super channels, and then into the batch channels, it can be said that the catering channel is the first choice of white wine enterprises in the white wine promotion channels. But the actual situation of the market is that, at present, whether it is liquor enterprises or dealers common to catering channels do not treat, the main reason in addition to catering channel high price and cost, there is also a "drunk driving into criminal" policy since the implementation of the catering channel has caused a small impact. The current catering channel can be said to be in a very dangerous and eventful autumn, then, liquor manufacturers should be how to view and operate this traditional channel, the next step in the catering channel in the end how to go, the following let's *** with the discussion of how to break through the catering channel this "siege".　　Although the impact of the catering channel is still irreplaceable It can be said that a few years ago, "the trunk era" came first on the catering channel has caused a considerable impact on the catering channel, catering channel sales capacity has been hit. Now the implementation of the policy of "criminalization of drunk driving", another blow to the catering channel. However, it is worth noting that although the catering channel has been hit one after another, and its marketing ability has been weakened, the cost of the catering channel has not been on a downward trend, and the threshold and maintenance costs are still on the rise. The reason why there will be such a huge contrast in the situation, with the catering channel its own unique not too alternative role is not unrelated.　　We know that nowadays liquor in the catering terminal competition has been close to white-hot, so some people say: into the catering looking for death, not into the catering is waiting to die. This shows the fierce competition in the catering channel. If your product is unique, marketing strategy on the road, food and beverage terminal management is meticulous, the product is suitable for local consumers, then into the food and beverage will undoubtedly have a head start. Nowadays, catering channel cost is high, in fact, the catering channel in the marketing ability to continue to be weakened in the case of not reducing the cost, there will be a variety of marketing means, in the final analysis or catering channel is the most mainstream drinking place, which is the other channels can not be replaced by the root of the place.　　In addition, with the improvement of consumers' consumption level and the development of social economy, catering channel is the most mainstream consumption place for carrying liquor, when more and more consumers choose to consume two meals a day outside, any liquor enterprise should not give up catering channel lightly. The development of the economy and consumer consumption enhancement prompted the catering channel will be more and more hot in the future, despite the "trunk" and "drunk driving into the criminal" double pressure, catering channel marketing ability to be further weakened, but catering channel of the drink still make it become the first battlefield of liquor consumption, this advantage makes it the first battlefield of liquor consumption. Consumption of the first battlefield, this advantage makes the catering channel has irreplaceable advantages, but also liquor companies can not completely give up the channel.　　The role of the catering channel itself is changing Change 1: the role of guided consumption weakened more is the image of the role of the display Since the "trunk era" came, catering channel marketing function has been a small impact, now bring their own way of consumption of alcohol has been generally accepted by consumers, and " The policy of "criminalizing drunk driving" has undoubtedly weakened the sales promotion function of the catering channel once again. It can be said that the biggest role of the catering channel is to guide consumption, and now the role of the catering channel to guide consumption has been greatly weakened. But in contrast, with the transformation of consumer spending habits and catering hotel consumption trend is heating up, catering channel image display role has been further strengthened, many liquor manufacturers began to catering as an important place to show the product, which is now the important reason why liquor companies focus on catering channels.　　It is worth mentioning that the Shandong liquor market pan-provincialization will be foreign liquor are facing the problem, as the next step will be to compete for the non-origin market for liquor, food and beverage channel product image will become a major tool to open up the field market, will be more important to enterprises.　　Change 2: Catering channels and other channels have intersected The development of liquor channels to today, the existence of each channel is not isolated, but in many places there are more or less contact and intersection, and now this trend of cross-penetration of various channels will be further intensified. For example, today's food and beverage channels behind the group purchasing resources have become the focus of competition for liquor companies. Now liquor manufacturers and distributors are more willing to grasp the hands of large customer resources of the hotel manager and foreman to develop into their own "second batch of merchants", through this way of cooperation, for the catering channel behind the group purchasing resources customers.　　Change 3: Catering channels and manufacturers have changed the way of cooperation The popularity of BYOB has to some extent changed the catering channel's profit model of liquor sales, in view of which, catering channels are now making changes and adjustments to their own liquor sales model. For example, some powerful hotels and large chain restaurants have begun to try to represent their own liquor brands and customize their products. Then there are liquor catering channels and liquor enterprises and dealers have changed the way of cooperation, from the original simple charge store fees, to the current low price of supply or to the hotel to provide sales commission.　　Countermeasures under the new situation to attack the catering channel Admittedly, today's catering channels and the previous catering channels have changed, which requires liquor manufacturers in the attack on the catering channel can no longer apply the previous strategy, and should keep pace with the times, the use of new strategies and ways to break through the catering channel of this "siege".　　Manufacturers in the attack of catering channels at the same time should be more channels to store for a full bloom We all know that nowadays, a liquor new product marketing is, the vast majority of liquor enterprises to start from the catering channel, because the catering channel is the "main battlefield" of the liquor market, some liquor consumers in the hotel contact with a certain kind of wine, after tasting, feel good! It is only after tasting the wine and feeling good about it that some alcohol consumers may buy it by name or intentionally search for it in other channels. The beginning of liquor sales from the hotel, also analyzed above, although now the role of the catering channel marketing impact, but the catering channel is still the main battlefield of liquor sales, and this situation will not change in the short term.　　Since the catering channel is a liquor manufacturers can not give up the channel, then catering channels have obviously become a piece of land that liquor manufacturers are bound to fight. But it should be noted that today's liquor market is highly competitive, just one channel for the growth of a brand is far from enough. That is to say, a single channel can only be a stage in the development process, any brand wants to stand firm in the regional market, must be multi-channel store, full bloom. This requires liquor manufacturers in the full attack on food and beverage channels at the same time, can not relax the fight for other channels and development, only in this way can avoid and reduce the full development of food and beverage channels risk and loss.　　To find a breakthrough from the product itself do not follow the trend of comparison Nowadays, catering channel operating costs are soaring, in fact, a large part of the reason and the competition between the liquor enterprises are inseparable from each other. This requires liquor companies in the attack on food and beverage channels, to find breakthroughs from their own products, and do not have to compete with competitors directly than the cap fee and promotional costs, self-innovation of their own products is far better than imitation of the wind. The operation of any brand, the application of any strategy should be based on the market situation, brand positioning, marketing strategy and competitive environment to adjust, and should not be static, simple imitation or plagiarism will lead to a marketing road into a dead end. Combined with the characteristics of the self-branded innovative marketing can not only reduce costs, but also more reflect the advantages of their own products, more effective combat competitors.　　In addition, for the catering channel, the drinkability is its biggest feature, which requires liquor companies for the catering channel products do not overly pursue luxury packaging, excessive luxury packaging will only increase the cost of the product and the cost of the operation of the catering channel for the disadvantages of more than the benefits of liquor manufacturers should pay more attention to the shape of the product and the material on the innovation, including the taste of the product and the quality of the pursuit. The pursuit. In order to attract and impress consumers, and strive to increase the rate of consumers since the point of view, in order to increase sales to open the market paved the way.　　Choose the right product to the restaurant channel Nowadays, for liquor companies want to enter a traditional market, because of the different consumer demand for each channel, different channels have different target consumer groups, so there are different products in different channels has become **** knowledge. Similarly, for the catering channel, liquor companies can not do a product to play the world, in addition, today's liquor market competition is fierce, too many homogenized products on the market, the survival cycle of the new product is also getting shorter and shorter, which requires liquor companies to choose their own appropriate products put into the catering channel.　　As we all know, today's catering channel costs are quite high, but want to negotiate with the hotel to reduce the cost is basically very difficult. Therefore, to reduce the burden of hotel costs, choose a high-margin products into the hotel channel is quite important, through high-margin products to earn profits to fill the cost of too high a problem, and in this way to support the development of the main brand. It is a two-for-one approach.　　Comprehensively enhance the business quality and business ability of promotional staff for food and beverage channels, promoters also play an important role in the promoter is the terminal pull a favorable tool. And many liquor companies into the "not promote not consume" circle, promoters business ability of the lack of liquor companies have become an important burden. Therefore, liquor companies in the catering channel must use good promoters, promoters as a part of the company, so that it belongs to, and to provide space for its development, to become a career choice, rather than employment before the transition and temporary workers, comprehensively enhance the promotional staff's business qualities and business capacity, give full play to promoters in the catering channel should play a role in helping liquor manufacturers **** with a good catering channel.