From my understanding, the general buy store behavior from the main points, can be divided into dealers to buy stores and manufacturers to buy stores in two cases, from the manufacturers behavior, there are the following forms:
1, buyout of the supply of the right to sell, that is, the hotel can only be sold to buy out the brand of alcoholic beverages, the investment is generally large, from the cost of the concept of measurement of the cost of money is easy to lose, and many hotels are not allowed.
But this form of red wine, beer operation in the use of more. White wine is very little, even in the first two years of hotel consumption is not very serious when brought is not much. When I was doing marketing in Jinan, I learned that Quanxing once bought out the Ginger Duck Hotel for 200,000 yuan, which didn't turn out very well anyway, and according to the people involved it was a loss, and the buyout lasted for only one year, and then it didn't happen again.
But this way has a strong monopoly, competing brands are no longer available, and even the promotion will not be interfered with, so it is easy for manufacturers to establish a competitive advantage. But if the buyout brand is not very well-known or not enough influence, there will also be a lot of trouble, such as some guests will be determined to resist.
But this kind of buy store situation, in the beer is very good to use, because beer consumption of the brand concentration is relatively high, bring their own situation is relatively small, the manufacturer can also be based on the consumption of the store packaging for good supervision, so the effect is good. Tsingtao Beer was relying on a large area to buy stores in Jinan to the local Baotu dry down.
2, buy promotional rights
This form of both liquor and red wine, yellow wine are often used, mainly low-cost, can effectively monopolize the store's promotional resources - personnel promotion, publicity and promotion, promotion of activities, etc., to enable the brand to form a promotion of strong in-store, through the The strong promotion drive sales, the formation of sales of strong.
In fact, in today's self-bringing rate is relatively high, many companies are still in the hotel to make a strong investment in the promotion of the point of view, there is a certain significance. We know that consumers who bring their own to buy from the store, the stay in the store is very short, and in many cases it is the name of the purchase, so in this case, even if the manufacturer in the store to arrange promoters, shoppers, including incentives to the store personnel to make a strong push, to be able to communicate with the consumer's time is limited, and therefore the impact is also limited, and some of the buyers are not direct consumers. Not than in the hotel, drinking are in, and from the consumer into the store to eat, stay time is generally not less than 1 hour, and usually when several consumers together, promoters or waiters can have enough time to guests to sell, even if the final did not form a consumer, in fact, also improves the brand's impact, so we say, it is precisely because of the hotel as a consumer terminal (consumer places) So we say, it is because the hotel as a consumer terminal (consumer place) position has not been shaken, so we have to be in the place where we can see the consumer to promote the brand / product.
So, if you put aside the hotel sales considerations, from the promotion of the effectiveness of the hotel is still very high, which is a lot of manufacturers in the case of a high rate of self-carrying, but still in the hotel to make large-scale investment in a kind of consideration.
But in practice, we have to consider another reality: companies can buy the terminal, but not necessarily sell consumers. Especially now that many companies use the means of public relations outside the store, has been in advance to some units of large customers to communicate, this situation even if you implement the influence of consumers through the hotel, the effect may also be minimal.
Also, it is necessary to think more about our competitors. Theoretically, we buy out the store through the buyout promotion to buy out the promotional resources, but do not forget that business and hotel cooperation is actually a kind of unequal cooperation, sometimes in the face of the temptation of competitors' interests, the agreement can not be effective in restraining the behavior of the hotel, not to mention that there are some are private things, the so-called I am in the clear the enemy is in the dark, so you can not defend - -Stealing the box cover, stealing the benefits to some managers, stealing the development of secret promotion, and even find some grand reasons to let competitors in the store in the name of doing promotions, so that the buyout business can not be defended. Unless you can do and the store inside the upper and lower relations are very good, but also to keep a close eye on, honestly, to do these really is not easy, coupled with the salesman sometimes Hou will be lazy, fooling around, and finally the effect is greatly reduced.
And, even if you buy out the right to promote, you have to continue to invest heavily in promotional activities, communication costs, including the cost of promotional staff, from the cost of the cost can not be accounted for at all, so we can only use the hotel as a promotional platform, invested in the right to be a promotional fee, is not linked to sales, the heart can also comfort point.
Then we talk about the dealer's buy store behavior:
1, not linked to sales buyout supply.
This situation is in the buy store just emerging when used, is the dealer based on the assessment of a store sales, through negotiations with the store, how much money each year, buy out the store a class of liquor (can be red wine, white wine or beer) or all categories of liquor supply rights.
In a way, this approach is a bit of a gamble, because no one can say what will happen in the year, perhaps the store's business suddenly slowed down? So dealers generally choose hotels with more stable business for such buyouts to minimize surprises.
In this case, the distributor can be from the family of goods, that is, each brand of goods are supplied, from the upstream use of the hotel's influence can get a more reasonable price; for the hotel, because there is an agreement agreement, but also according to the normal or even higher than the normal price of supply, so that there can be a good return on profits.
So, in general, this situation, the first year to buy the store are earned, and so others look hot to come together when he withdrew, not buyout. This time is often the hotel's buyout costs are raised up, even if the later use the high cost to fight for the right to buy out, but from the level of profitability and cost investment has been very uneconomical, and in some cases, even lose money.
But for manufacturers, this buyout behavior, can only solve the problem of the product into the store, it is difficult to solve the problem of leading sales, to lead in sales, but also in the store to do the work, but sometimes do the work will also be subject to buy the store dealer's resistance, because the store's products are all he supplied, if your products are not the highest profit, he is certainly not willing to sell you well.
2, and sales linked to the buyout.
The form is the dealer according to the hotel's commitment to the sales volume, in the form of rebates (cash, goods or in kind, such as cars, hotels, commonly used equipment, etc.) or in advance or phases to the hotel to cash the so-called "extraordinary" returns, the two sides signed a buyout agreement.
This situation is mostly all varieties of buyout, so that dealers can find a balance from the profits of the various brands of products, and can control the cost in their own hands, uneconomical products or brands simply do not supply is not allowed to enter the store.
Also, if the change is the behavior of the manufacturer (a single brand), it is not called buyout, called sales policy. That is, according to the hotel's promised sales volume, the manufacturer in advance or phased one-time or phased to give a return to the hotel. I heard that many Hui liquor in the local market is how to operate, some people boast that this practice is called the hotel's distributorship.
But in fact this way of operation there are some commercial blind spots in the problem, is the manufacturer or distributor in a different way, the other aspects of the input to the hotel, anyway, the end result is that everyone has to be cost-effective.
Here if it is a brand behavior, need to pay attention to the price of the problem, usually, this behavior under the combined price of the product is lower than the market ordinary price, otherwise the store will not agree. If this time there is a hotel promised too high sales or not complete the established sales, it is likely to lead to the outflow of products, disrupting the market price, even with the agreement of the agreement, but in the manufacturers and hotels do not reciprocate the premise of cooperation, it is difficult to say that we can hold the hotel responsible.
There is another situation called customization, does not belong to the buy store behavior inside, is the manufacturers of large hotel chains, the launch of exclusive products, this situation due to the elimination of intermediate dealers link, and there is no price comparison, manufacturers and hotels can have a good profit margin. Coupled with the hotel's exclusive products, products with the hotel's LOGO, from a certain point of view is the image of the hotel's products, coupled with the profitability of the drive, their sales enthusiasm will be very high. Manufacturers can also use exclusive products to reduce channel costs, expand the brand impact, so I am more optimistic about this form.
Currently in the market, I see Maotai in doing so, there are some non-well-known enterprises and brands have also tried, but the effect is not very good. I think the key is the lack of operation, operation is good, I think it can be done as a strategy for business expansion, I am optimistic about his prospects:
One reason is that, with the competition in the catering industry, there will certainly be a number of catering giants, and their influence in the catering industry is incalculable, some of which are local chains, some are regional or national chains. There are many such catering companies, such as Little Sheep, Little Swan, Shunfeng Fatty Cow, Shijiazhuang's Yanchun Group and so on.
The second is that with the intensification of competition in the food and beverage terminal, from the cost of everyone may be faced with the problem of excessive pressure on the cost, and the effect of the inputs are getting lower and lower, it is necessary to think of change, customization will become a product of thinking of change and the popularity of the product.
Of course, if as an expansion strategy, customization is not only for the hotel, there are large supermarkets, convenience store chains, and even some enterprises and institutions, such as telecommunications, banking, electricity, etc. into the system.
But if this strategy, the premise is that the enterprise must have a strong product development capabilities, product development quality, speed, etc. are very important, but also to be able to solve the problem of cost control of small batch production.
The above is my contact with the "buy store" behavior, mainly from the cooperation mode on the operation of the hotel explained, as well as other conventional content, such as customer service management, in-store promotion and so on.
Next from the customer, promotion, promotion and other aspects of the operation of the catering terminal, talking about the hotel does not include the case of corporate buyout.
One, the layout of the food and beverage store selection and channel interaction
Traditionally, we always emphasize the rate of shopper to the business staff, it is true that the rate of shopper is very critical, but now do the liquor, especially new to the market, in order to improve the rate of shopper, the cost of the initial investment may be too large, and many stores even if you spend the cost of entry, if you can't effectively solve the problem of marketing, it can be said that the market start-up effect is minimal. Market start-up effect is minimal, so we put forward a concept in the actual operation, called the layout of the selected points. This is mainly based on the following considerations:
1, if a large area into the store, especially in the relatively large urban market, a part of the store if you can not timely and effective promotions and promotions, in fact, this part of the store into the store cost inputs, etc. is a waste of money, in order to avoid waste, the need for us to selective according to the ability to promote the enterprise and the market to start the need for further outlets.
2, if it is a new brand, in the early days of the store into the store when the store costs are very high, and may even be unconditionally rejected, and a store has formed the fact that the store fee standard, even after the product after the sale of the product is also very difficult to come down.
3, when the product has a certain impact on the market, and then enter a part of the store can strive for more negotiating leverage, to lower the cost of entry into the store, reduce marketing costs.
4, there is a certain amount of competition between the hotel itself, through the layout of the selected points can be avoided between the hotel in a brand price competition, in addition to having a better sales price and profit returns, but also from the promotional activities and other hotels to differentiate from other hotels, so that the hotel to form a relatively unique competitive advantage.
Well, after finishing the layout of the selected points, we talk about channel interaction.
We know that although many liquor companies may take the form of sub-channel operation to operate the market - the circulation manager is specifically responsible for the circulation channel, the catering manager is responsible for the catering channel. But in reality, all the channels in the market are one and the same, and there can be a cooperation and interaction between the distribution channel and the catering channel.
In the current situation of high self-carrying rate, we usually recommend that manufacturers of catering and distribution channels to operate in tandem, so that they can drive each other.
For example, in the case of a hotel's entry fee is relatively high or competitors are relatively strong, we can take the practice of enclosing but not attacking, choose to hotel around the layout of the smoking hotel, as long as the consumers appear around the hotel, can feel our brand, so that through the gradual impact of consumers to let the hotel feel the strength of the brand, a better solution to the entry of the store and the store to promote the The problem; if the store is a competitor's buyout store, we consider the cost of competition in the store is too high, you can also take this approach.
In this way, consumers who either bring their own drinks or buy in the restaurant can touch and feel our products and be influenced by brand promotion in the channel. In this way, the interactive influence between channels is achieved, which can accelerate the operation of the market to a certain extent and improve operational efficiency.
Two, on the promotion in the restaurant
We will be divided into two kinds of promotion, one is the static promotion, mainly through promotional materials, such as store signs, display racks, leaflets, posters, and some of the store allows decorative advertising and so on. Here I would like to emphasize that the salesman must pay attention to these efforts, do not think that these are not helpful to sales or can not immediately see the results of the things do not pay attention to.
We know that the influence of the brand is a subtle process, reminding over and over again can make the brand slowly penetrate into the minds of consumers, stimulate consumers to try to consume or let the brand into the consumer's choice of categories, if we do these, static promotion is effective.
Another kind of dynamic promotion, including the manufacturer's salesman to the promotion of the waiter, the waiter and the promoter to the consumer promotion, and the promotion of promotional activities.
First of all, let's talk about salesman-to-attendant promotion. In the store, in fact, we have to rely more on the waiter for product and brand promotion, there are many times we will see, even if the brand has been best-selling, the waiter's recommendation of the rhetoric is still not in place, the selling point of the product is not very clear, the main thing is that our salesman is not in place, there is no effective dissemination of the product and the company's information.
Never want to think that you speak once the waiter has remembered, in fact, not, they are only concerned about what benefits can be obtained from the sale of wine, never think about how to sell wine, which requires us to instill over and over again in our daily communication, first of all, let the product and corporate information into the mind of the waiter, so that he can better carry out the promotion of the brand, and over time, the promotion of such a waiter will become a kind of Habitual behavior, then we have successfully occupied the waiter this position.
Secondly, how to effectively utilize the waiter. We know that usually a large-scale hotel has a lot of waiters, we can not communicate one by one, which requires us to find those in the waiter inside the more influential or better performance to focus on communication, the development of our core waiters, through the promotion of the benefits of the temptation, emotional communication, etc. to let them use, so that in the store to drive more waiters to promote our products, so that We have formed a strong promotion, through the promotion to start sales.
There are many forms of promotions for attendants, and many ways of communicating feelings, so I won't repeat them here. My emphasis is on promotions aimed at the consumer. Perhaps in terms of the activity itself, we have been difficult to find a promotion that can create a sensation in one fell swoop, it seems that every activity consumers are not very interested in, the effect is not very good, but please insist. Having an event can get you more attention, it can give waiters and promoters more reasons to recommend you, and after a while, the promotions pay off.
Based on this consideration, you can do the promotion of regular renovation, both the content and the form of change, the investment is not necessarily large, but the key is to adhere to.
In this way, through dynamic promotion and static promotion to form a kind of cooperation, can affect the consumer.
Three, effective guest management and communication
Guest management is mainly with the restaurant. Including with the waiter's and hotel management. In the management of guest management, I think the salesman must learn to do business review skills. Business review is a review of the stage of business progress, including business inputs and outputs, work gains and losses and the next step in business planning and outlook, but also from the hotel side to get some effective sales advice.
By doing business review, on the one hand, you can establish the professional image of the salesman, on the other hand, you can let the restaurant understand your work, from the difficult to fight for more understanding, with the same let the customer understand our position in his business and the enterprise's input, you can fight for more support from the business.
In addition, in order to better payback, more effective from the store to collect information on competing products, and hotel management to do a good job communicating is very necessary, such as floor managers have the right to let the promoter into the package room sales, the bar manages the store's sales data, the warehouse has the right to import and export, the role of the financial settlement, the relationship between these relationships have to be dealt with.
In these complex customer relations, but also pay attention to some personal relationships, in short, a principle is that you can not go to the maintenance of a person, but never offend a person, otherwise the destructive effect of this person may be huge.
The other side of communication is the consumer, when we can not effectively influence the consumer through the food and beverage outlets, you can consider communicating outside the store. For example, we once suggested to the client to choose to guests into the store time in the hotel entrance to the guests to issue communication cards (usually complimentary wine card), consumers with the communication card to get a complimentary wine, the manufacturer is responsible for delivering at any time. Its purpose is nothing more than to let more consumers to try to consume, expand the impact of the product, the effect is also good.
Of course, there are many ways to let consumers drink wine, here I do not say too much, as long as we know, in fact, the impact on consumers is not necessarily only in the store can be carried out on it, as long as you can find the consumers, so that it can see or taste our products can be, then look at the planning of the power.
Four, on the work of the principle of the problem
In many cases, we choose the point of layout is to build a core store, the formation of the core of the driving role. Usually in a market, competitors can not be every store is good, so in the selection of stores, in addition to the size of the hotel, the impact of the business as well as liquor sales, the first choice should be less competitive hotels, the use of proactive approach to competitors, do not just follow the competitors to run, otherwise it is very passive.
Please note that this is the businessman often make the mistake of always looking for competitors to sell good store to do, usually the threshold of competition for this kind of store is very high, so we calculate from the inputs and outputs of the benefits, we must avoid as far as possible competitors are more strong restaurant.
Doing a good job in this part of the store will also lead to other stores, and then we go to do the "difficult" stores, may be more effective.
Additionally, in the input method and content, as far as possible to do differentiation, so that the product can be more attention, input is more effective.
Of course, there are many details to do terminal, such as consumer communication, inventory management, billing management, etc., these are not fixed, flexible use on the line, but the salesman must not only sell goods will not receive money, then the enterprise can be lost.
Well, on the catering terminal operation, the first exchange of so many, if there is still do not understand or I did not speak to, we can further explore, I hope that this article can be struggling in the market line of brothers and sisters have to help