Although the consumption level of liquor in rural market is rising, in rural market, rural consumers often lack brand loyalty when making liquor consumption choices. Price is still the main determinant when rural consumers choose products, and they are also very sensitive to price changes. In addition, when rural consumers choose liquor products, catching up with fashion is also the main reference standard, that is, they will give priority to what others are drinking. Secondly, rural consumers' appraisal of liquor quality is not professional. Generally speaking, as long as liquor tastes good, there is no strange smell and headache, they will think it is good wine. In addition, when choosing products, rural consumers prefer to package liquor products into boxed and brightly colored red, which is especially important for them to buy liquor for weddings and funerals.
In view of these characteristics of rural consumers, liquor dealers need to know their consumption habits and characteristics when choosing liquor brands and products, so as to choose liquor brands and products in a targeted manner, that is, product brands are not necessarily famous brands, and it is best to promote products that are not higher than the mainstream price of liquor products they are consuming, and products should be packaged in boxes with bright colors such as red.
Second, choose appropriate promotion methods.
For rural consumers, they like to take a little advantage, which provides an opportunity for how to persuade these consumers through promotion.
In terms of product promotion, consumers can put some small promotional items such as lighters, playing cards and key chains in wine boxes or set scratch cards on bottles (after scraping, some prizes or cash can be cashed according to the winning contents); For wholesalers, we can carry out some physical promotion activities instead of giving away this product directly, because it is easy to affect the price system and become a disguised price reduction. In addition, when entering new markets or launching new products, the base should be appropriately reduced, for example, five or ten pieces can be purchased to set up promotional items. For the two batches that customers feel better, we can distribute promotional books to each other and implement long-term cumulative promotion to stabilize and contain these two batches.
In publicity, you can choose to use POP, banners, wall advertisements, TV advertising subtitles (of course, TV screen advertisements are better) and leaflets. Of course, in the rural market, rural gatherings are a good publicity platform and opportunity. Dealers can collect the time of rural gatherings, and then let local dealers or the second batch cooperate, bring special publicity tools, and conduct free goods learning and on-site promotion activities at the gathering site. In addition, in order to create a publicity atmosphere, dealers can also organize a motorcade, hang product advertisements on the car bodies, and then broadcast advertisements and activities with loudspeakers in towns or larger villages for publicity (this method is tacky, but effective in many rural markets). In order to set off the atmosphere and gather popularity, you can also distribute some sample wines or small gifts along the way.
Do a good job of wine for weddings, funerals and celebrations in rural areas. Weddings in rural areas can not only achieve product sales, but also be a good publicity platform (because the organizers will invite their relatives and friends to participate). Therefore, dealers can design some special promotion programs specifically for weddings, funerals and happy events in rural areas.
Third, do a good job in channel operation.
Channel is the way for dealers to realize product sales, and how to choose a good channel and operate it effectively is very important. So how should dealers choose and operate channels?
Generally speaking, dealers will first choose to set up two batches in towns and villages and distribute them through them. Of course, this practice has not been done, but with the intensification of market competition, how to choose the second batch and what work needs to be done is very important. Generally speaking, new products have just entered the market. In order to ensure that the profit of the second batch is not set too much in the early stage, of course, different second batches can be sold by varieties, but it does not mean that the work is over after the goods are laid. In order to move the market quickly, dealers can use the second batch of retail networks to distribute goods and publicity to restaurants, retail grocery stores in towns and villages and retail grocery stores in larger villages.
If sales increase, the other two batches will also be sold. If they don't supply, they may go to other markets to bargain. In this case, the dealer can negotiate with the original two batches to supply the other two batches at a higher price (the price difference is reserved for the original two batches) or include the sales of the other two batches in the second batch, and the dealer will give him a corresponding rebate according to the sales volume (generally speaking, the profit of liquor is relatively high and the dealer can afford it).
If the dealers can't find the second batch in some towns or villages or the second batch they find is not ideal, then the dealers can adopt the method of reverse channel, that is, they can distribute goods directly from restaurants and retail stores in towns and villages first, and then transfer these restaurants and retail stores to the ideal second batch when the second batch of goods is available.
4. Other effective brewing methods
Dealers can use the second batch of villages and towns to invite the village cadres and school teachers in these villages together, and the dealers treat them (it doesn't cost much to treat them in villages and towns), and then send some wine to these people for free, so that these people can drink first and actively recommend them to others to create a sales atmosphere.
Establish a hot market. In the early stage, dealers can choose some towns that are easy to operate, concentrate resources, make your liquor the first brand in these towns, and then use these towns to drive sales in other towns. This is because on the one hand, many relatives and friends of rural consumers are cross-town, on the other hand, wholesalers in different towns or neighboring towns often exchange goods for sale because of the convenience of transportation and communication now.