Channel is king has always been the trend and magic weapon of Chinese liquor marketing, although a new marketing model like e-commerce has already sprouted in the market, so I will share it with you. Welcome to see it.
Marketing model with the characteristics of the times
As the development of large enterprises is getting better and better, the cakes of small and medium-sized enterprises are getting smaller and smaller, and the whole liquor market presents a pattern of coexistence of large, medium, small and even micro enterprises. The corresponding supply chain is basically in two modes: one is the long-channel operation mode, which is mainly manufacturers → agents → second batch suppliers → terminal suppliers → consumers; The other is the short-channel operation mode, which is mainly reflected in the direct operation or flat channel structure of manufacturers, forming a short chain pattern of manufacturers → terminal vendors → consumers, or manufacturers → agents → terminal vendors → consumers.
Advantages of traditional marketing model
Yesterday, when the liquor industry in China was booming, we witnessed one miracle after another. But to take a step back, should we thank the dealers who made silent contributions behind the scenes? These people rushed to the forefront of sales and fed the freshest information back to the winery, helping the winery to constantly change and innovate, and ushered in a rising performance.
With the development of science and technology, more and more new technologies have entered the lives of ordinary people, and people's lifestyles have begun to subvert, especially the popularity of the Internet. Online shopping seems to have become the living habit of every urbanite, and online shopping malls are almost all-encompassing. Especially in recent years, online shopping malls have begun to share wine, and wine websites such as Yemaijiu, Brewmaster.com and I Love Wine.com have already started overwhelming advertising wars. We seem to see the infinite vitality of this sunrise industry, but the relevant information shows that Brewmaster Net's estimated sales in 2111 are 511 million yuan, with a loss of 51-81 million yuan * * * The actual sales situation is unknown * * *; The estimated sales in 2112 is 2 billion yuan, and the estimated loss for the whole year is 211 million yuan. Many people who are familiar with the Internet industry also admit that it is commonplace for the e-commerce industry to "make money at a loss" and understand that "burning money" is inevitable for the development of e-commerce.
not to mention the shortcomings of the e-commerce industry, the advantages of the traditional distribution model are that e-commerce is incomparable and irreplaceable: Advantages 1. Stable and long-term channel chain. Due to the accumulation of time, successful dealers have already formed a stable marketing channel. From the second batch of dealers to supermarkets, smoking hotels or other channel terminals, the relationship between them is bite-shaped, and there has been tacit cooperation in terms of interest division and coverage width. In this cooperation, interpersonal relationship presents a spiral state, which is difficult for new channels to break.
advantage 2. the trump card terminal has a strong occupation. Catering terminals are an important stage for liquor sales and the only way for liquor brands to enter the market, and most catering terminals are in the hands of dealers. Wineries are also willing to regard catering channels as the primary position to enter the market; In the regional market, the wine competition in catering channels is extremely fierce. The function of catering channels on liquor brands is mainly reflected in the fact that the liquor brands of catering channels can guide the consumption trend of regional markets. Generally speaking, when a new brand enters the regional market, it first forms contact with consumers through catering channels, so that consumers can understand the products and know the brand. Once the new brand has established a strong popularity and reputation in the catering channel, brand communication will naturally form. From this point of view, the catering channel is indeed the leader of alcohol consumption trend; Catering channels directly reflect the level of competition in regional markets. Knowing the competition situation of liquor in regional market and directly investigating catering channels can intuitively get the intensity of competition in this market, the main brands of competition and the cost of market entry; The catering channel is a barometer of the performance of liquor brands in the regional market, which directly reflects the brand distribution and sales volume of the market. Generally speaking, the strong brands in the regional market have an absolute sales advantage in the catering channel, which is the unique scenery of the catering channel, and e-commerce can't do it and can't replace it.
advantages 3. forming a good market order. In the minds of most dealers with excellent performance, keep in mind such a truth: do a good job on your own site, and you can't run around for petty profits. No matter which industry market needs a stable order, this law is more obvious in the wine industry. Beijing Chaopi, Jiangsu Sutang and Henan Xiyangyang all assist major brands to do a good job in circulation within their effective scope, and stabilize the market order to a certain extent. E-commerce, on the other hand, can deliver goods nationwide. Although the circulation of goods is more extensive, the market has lost its original stable order and is in chaos, which is not conducive to long-term development.