2. Calculation method
Method 1: Proportional weighting method
There are three commonly used units to estimate the market capacity of liquor. One is by weight. For example, the national liquor market has a capacity of more than 3 million tons, which is mostly used for macro reports, and our front-line marketers rarely contact it. The second one is estimated by cases, parts and bottles. For example, the annual sales volume of mid-range carton beer in downtown H is 2 million pieces, and the total consumption of red wine in W Hotel 10/1394 bottles. This unit is mostly used for beer and terminal sales forecast. The third type is the most common one, which is estimated by sales volume and divided into differences in manufacturer's quotation, market wholesale price and terminal price. Different times and different angles will have different uses. Manufacturers must consider their ex-factory price tolerance, dealers take the wholesale market price as the statistical basis, terminal dealers are accustomed to using terminal prices, and urban dispatching teams and terminals prefer to use terminal prices.
Method 2: Core thinning algorithm
The calculation of regional market capacity is always inaccurate, and we can choose different calculation methods according to different marketing strategies. The selection method is not complicated: try to control the easily distorted part in the irrelevant part of the marketing strategy.
The sales channels, consumption places and consumption time of some products are relatively concentrated. At this time, if the statistical calculation method is adopted, the deviation will be great. The sales channels of such products are relatively concentrated, and the places or time of consumption are relatively concentrated. As long as we can count the places or times of concentrated consumption, we can get more accurate data.