With the improvement of the people's consumption level, eating habits from family consumption to catering hotel consumption trend is becoming more and more obvious. Coupled with the special function and consumption characteristics of the catering channel, it has increasingly become a must contend for the various liquor and beverage manufacturers to operate as a market.
The following seven parts of the hotel channel to do a detailed analysis.
I. Functions and Characteristics of Hotel Channels
The hotel channel, as a window for FMCG sales, has the following five main functions and characteristics:
1. The hotel channel is the most effective place to realize the communication between the product and the consumer. The hotel and the street or community open-air tasting compared to its unique consumer environment for products and consumers to provide the most adequate and effective communication, "good products are more hotels to drink out of the". General single bottle or single package capacity of about 500ml of liquor or beverage products, in order to make the terminal price in the prefecture-level market to more than 20 yuan, county-level market to more than 15 yuan, it must first be made in the hotel channel to the best-selling, otherwise it is very difficult to start the super and circulation channels. So most manufacturers tend to take the restaurant as a new market for high-end products to open up the entrance.
2. The core hotel is a centralized place for high-end consumer groups and consumer opinion leaders in each regional market, and starting a good core hotel market will play a good role in driving the start of the entire regional market. Specifically see the author's "liquor market disk in the disk operation of the essence of" an article.
3. The hotel channel is a closed channel, in the hotel consumer price sensitivity of the product is the lowest, but also the only set of sales and consumption as one of the terminal place. In the super, circulation is mainly realized in the product sales and transfer, while the food and beverage channels to achieve the synchronization of sales and consumption. Unlike the open shopping malls with self-selected shopping, in the restaurant channel with closed characteristics, the fluctuating space of commodity prices is larger, and consumers are less sensitive to price. Hotel mainly through the waiter or promoter of the "intermediary" to form sales, consumer consumption of products for passive choice, so the waiter, promoter has become a very important part of the hotel sales.
4. The hotel channel mainly adopts the terminal-based market operation. With the circulation channel of the mesh distribution is different, the catering market is point distribution, mainly to carry out terminal-based market operations, hotel promotions are also mainly centered around the dominant terminal store operation of the various links to start.
5. With the development of the catering industry and the rise of modern retail channels, modern hotel channels are increasingly difficult to operate. The emergence of a high threshold into the store, easy to deposit, difficult to settle the operation of the status quo. The liquor industry even has a "whoever gets the restaurant gets the world" proverb.
Second, the hotel terminal of the fixed members of the composition and its point of interest analysis
The hotel as a special sales place, there are fixed members of the composition. Hotels of different sizes, members of the division of labor is carefully different, but the overall following:
1. hotel owners. Small and medium-sized hotel operators, small and medium-sized catering organizations Keyman, is the main target of all negotiations. Confirmation of who is the boss, is the primary issue of hotel negotiations.
2. Hotel purchasing. Commonly known as "hotel buyer", is the main object of hotel negotiations. Hotel purchasing mainly exists in the medium and high-end hotels, especially state-owned, government departments in charge of food and beverage outlets, the position set up for the Purchasing Department or Business Manager, mainly responsible for the hotel into the material. In small and medium-sized hotels, hotel purchasing is basically by the owner or his relatives concurrently.
3. Hotel finance: hotel purchasing is responsible for the purchase of goods, hotel finance is mainly responsible for the settlement of payments. Hotel finance prevails in the nature of general taxpayers with medium and high-end hotels, for the recovery of the main payable objects. Increase the hotel's payback rate, it is necessary to deal with the relationship with the financial.
4. Hotel bar: hotel bar as a hotel product display window, with product display, product recommendation, the waiter's back to cover the supervision and other aspects of the power. Relationship with the hotel bar to deal with good or bad, directly related to the products in the restaurant's image of the display effect.
5. Hotel attendants: in the hotel this special closed terminal, the attendant completed the product and consumer face-to-face communication. In the promotion of new products, the waiter is one of the very important links in the catering terminal, and the waiter to deal with the relationship between good and bad is directly related to the product sales and trends in the hotel. Many manufacturers to make up for the lack of work in this area, take the hotel directly stationed in the way of full-time promoters to increase the marketing efforts of the product.
6. Food and beverage director / restaurant manager. As a waiter's manager, catering supervisors can exercise the right to influence the system waiter to the product sales, the appropriate emotional lubrication, often "to the point with the surface" of the impact of product sales, in the case of not being able to define the hotel box cover "clear return or return in secret".
7. Hotel boss's wife. The boss's wife is the catering terminal in a role that can not be ignored, her words and deeds can often affect the decision makers. The appropriate input to the boss's wife often have unexpected gains. This is more prominent in small and medium-sized restaurants.
Because of the different positions of the members of the catering organization, determines the differences in their points of interest needs, as shown in the following table:
Third, the hotel channel of pre-entry surveys
Basic information surveys, including the person in charge and background, the ownership of the hotel, the person in charge of the main departments, location, transportation;
Scale aspects of the survey, including the business area
The survey on the scale includes the business area, the number of private rooms, the number of loose tables, the number of employees;
The survey on the grade includes the decoration, the tableware is good or bad, the parking space, and the operating cuisine;
The survey on the management level includes the uniformity of the clothing, the standardization of the service, and the presence of security guards;
The survey on the credibility includes the settlement of the bill on time, and the existence of any disputes about the billing;
The survey on the business condition includes the sales of alcoholic beverages in the past few years. Sales: the product store into the hotel sales, just in the store bar display sales, and do not do personnel and other promotional inputs. This way is generally for B, C class small stores and stores have provisions can not be on the promotion of A class stores and special stores. This way into the store force in the pursuit of product coverage, expanding the influence of the product.
② mixed promotional methods: that is, and other competitors together in a hotel to carry out promotional activities in the entry way. This entry is aimed at those who want to buy a special cost is very high, the input-output ratio can not be calculated over the special and A-class hotels; the second is not much investment in market costs, but also want to do the special and A-class hotels often used by manufacturers to enter the way. In addition, if they make a price range of products, and competitors are not in a class can also be used in this way of entry.
③ buyout special promotional methods: that is, to allow the store to ensure that similar products only one of their own to carry out promotional activities, such as the entrance way. The advantage of this entry is to maximize the avoidance of similar competitors in the same hotel and their own competition, to facilitate their own better promotion of their own products and product culture (because of special promotional hotels are generally allowed to display their own related promotional materials and promotional props), can set up a good sales image for their own sales in a city and sales model hotels. But this kind of admission is quite expensive, a little good hotel special promotional buyout fee are more than ten thousand yuan, some even up to hundreds of thousands of dollars. So this entry is generally in a provincial city only to choose the most influential, large-scale twenty or thirty stores to operate, and expect to drive the sales of other hotels.
4 package sales: that is, the agreement provides that the hotel within a specified period of time (generally one year) to complete a certain amount of sales in the completion of the sales target manufacturers once or in stages to give the store a certain percentage or determine the cost of admission. This way of admission is the most willing to cooperate with the hotel manufacturers reasonably admission, because the previous three ways of admission in general in the signing of the agreement when the manufacturer will have to pay the appropriate fees to the store, and the store is not going to care about the status of the manufacturer's sales, but also will not take the initiative to launch the store personnel to assist in the promotion of your products, the sales of guaranteed sales in the way the store to complete the sales target before the payment of the proportion of the fee, the manufacturer a reasonable profit. Ensure a reasonable profit, two can reduce the risk, three is generally store to complete the sales will be launched service personnel to take the initiative to promote your products, will be greater to improve sales. But with the increasingly fierce competition in the market, the hotel has been spoiled by most of the manufacturers as the same as the hypermarkets, less willing to accept this to complete the sales volume in order to get the cost of the sales approach.
5 dark promotional approach: this admission is for others have bought a special, or hotel promotional quota is full can no longer be on the staff promotion of the hotel, manufacturers and stores to reach an agreement, in order to avoid attracting the attention of manufacturers who have bought a special promotional attention by the store to designate 1-2 attendants to assist in the promotion of your products, in the completion of the basic monthly sales task, by the manufacturers to the The store side to bear (equivalent to 1-2 promoters wages) a certain number of places in the store service person's salary or other costs of admission promotion method.
6 buyout of the right to supply liquor sales: this way is generally the strength of the larger, more complete business varieties are used to enter the way. That is, sign an agreement with the hotel, the hotel sales of all alcoholic beverages can only be imported from their own one, and their own to ensure that their sufficient supply, and pay a certain exclusive supply costs of the admission method. This admission for the hotel can reduce its cost of goods; for dealers to ensure their overall sales; for manufacturers and dealers operating other varieties of manufacturers *** with the cost-sharing, is the three parties are happy to do, but also now more optimistic about the way the hotel cooperation.
2. Hotel entry notes
① Whatever way to enter the sales, must be based on a comprehensive understanding of the hotel and analysis of the decision.
② If the store is small, it is appropriate to use only the entrance or package sales.
③ In the special promotions, we must take into account the display of promotional materials, and clearly prohibit competitors in any way in the store for publicity or promotion, do not let competitors drill their own loopholes.
④ In the signing of the mixed promotions must be clear that the promotion of similar products can not be more than a certain number of stores, because now there are hotels only charge fees, regardless of the manufacturer's revenue, if the promotion of more than a certain number of mixed promotions, the effect of the promotion of the rather poor.
④ The package sales approach is generally less binding, the task should be reasonable, if too high store can not finish the words, they will turn their energy to other competing products.
6 dark promotional staff is, after all, the store's attendant, must find opportunities to give them training in the company and product knowledge, so that it really become the company's promotional and publicity.
⑦ buy out the right to supply liquor dealers, must ensure that they have to meet the hotel on different liquor products to the strength of the goods, if you buy out the right to supply liquor to a hotel, but can not meet the needs of others to the goods program, the store will look for another source of goods, you will fall into a basket of water in the empty end. General hotel (especially high-end hotels) operating liquor varieties are not many, in the signing of the agreement to buy out the right to supply liquor, you had better store the business varieties to make a limit.
⑧ hotel admission fees due to tax issues related to the costs now there is still a big controversy, so many stores in the collection of fees will not provide a formal invoice, most of them are receipts, some even receipts will not provide. In order to strengthen the monitoring of costs, involving the hotel's admission negotiations (especially the higher cost of the hotel) is best to send two business personnel **** with the participation.
⑨ Entrance fee payment method in addition to direct cash, there are products of the same value, to provide hotels with their own product promotional signs or other decoration and other ways.