with the return to the entity, the focus of the enterprise has sunk, and the liquor dealer group has become more and more important.

first, product breakthrough: leading products and breakthrough products cooperate

The main reason why many dealers can't break through the market quickly is that there are too many products, and there are as many varieties as there are manufacturers. Many dealers mistakenly think that I have too many products anyway, so I will change to another one if I can't sell this one well, which leads to the unclear main line of products and the result of trying to sell well is that I can't sell anything well.

then, for a specific market, when selecting products, dealers should make the priorities of products clear and the structure reasonable.

1. Outstanding leading products: No matter how many products the manufacturer has, there may be only one or two varieties that can adapt to the market where the dealer is located.

2. clear breakthrough products: once the leading products are selected, we should consider breakthrough products.

Breakthrough products refer to products that compete with competitors. Although this product may be sacrificed in the end, it can be exchanged for leading products to enter the market smoothly and beat competitors.

3. Select the target competitors, and the pricing of the leading products and breakthrough products is "one high and one low": the leading products are higher than the existing competing products, and there is a certain space for profit promotion, so as to suppress the competitors.

The pricing of breakthrough products can be kept basically equal to or slightly higher than that of the competing products, so as to directly fight with the competitors in price.

4. let the leading products and breakthrough products cooperate with each other, and break down the stores with good sales and large sales by competitors one by one.

Breakthrough products are low in price, easy to move, and can meet the needs of terminal bosses. Therefore, we can make breakthrough products familiar first, and then take advantage of the situation to make leading products make money.

Of course, any key point is not a panacea. In the specific operation, dealers should also pay attention to: always keep the price consistency between breakthrough products and competing products.

low price is a competitive tactic, and you must never lower the product price in an all-round way when you are fighting for the terminal with your opponent.

The so-called low price is only a superficial form, which is mainly to disturb the other side's position through external momentum and let the other side reduce the price. This is a strategy adopted in major war zones and some hotels that are particularly difficult to capture.

The benefits of adopting this strategy are also obvious:

1. Make the leading products more prominent, because the leading products are expensive, the promotion space is large, and the dealers can control more resources, so they can easily carry out various activities to guide consumption.

2. The goal is clear, and directly "see the red bayonet" with the opponent, forcing the opponent to take the move.

3. Let the opponent enter the "ambush circle" unconsciously, and two products will attack one of the opponent's leading products at the same time, especially in the hotel where the opponent sells well, and the opponent will definitely try his best to protect his leading products to fight.

the result of the confrontation is promotion, which means low price, and low price means that the opponent's profit is gradually decreasing, and finally let the opponent quit voluntarily.

second, rapid distribution: manufacturers cooperate to seize time and space

distribution is not strange to dealers, and it should be said that it is one of the simplest procedures in the whole marketing process, but the seemingly simple distribution also hides the question of the university. To put it more seriously, it is "success also leads to failure in distribution".