1, Handan, region? 1.2000 square kilometers with a population of 79400. It governs 19 districts, cities, counties and Handan, with a population of about 1, 0 1, 000 people. Handan is an important coal production base in China, and it is one of the main exports of the south gate of Hebei Province and Shanxi Province in the North China Plain.

In Handan, the per capita income per person per month is about 600-700 dollars, but there are employees of large enterprises, such as 2672 demobilized workers in Handan Iron and Steel Co., Ltd., whose average income is 1000 yuan.

3, Handan drinks well, small and medium-sized hotel buildings, a city is about 500 to 600 yuan, but it is very scattered, but mainly low-grade crude oil hotels/racks, and the proportion of high-grade hotels is low.

4. There are no large supermarkets, shopping malls, New Century, Sakura Supermarket and Kant.

5. The average house price in the ancient city of Handan is1500-2,000 yuan, which is for the urban elderly.

Taxis are mainly used in 64,000 cities, starting from 50,000 yuan in Li Xia. Judging from the income of taxi drivers during the day, the income at night is about 100 yuan, about 50 dollars. There are more than 50 buses in key cities, and local people ride bicycles or buses.

Second, the liquor market is basically complete.

The price over 1 USD to $80 is high-end liquor Maotai, and Wuliangye has received hospitality and gifts from the government in the high-end liquor market.

At least 30-50 yuan's mid-range liquor market, surviving brands, this document is not many, mainly representing GlaxoSmithKline and Luzhou. It may or may not be high, not a "trap" booth.

3. The price 10 yuan -30 yuan liquor occupied the market and entered the black land of many brands. Saihanba led the way, and the follow-up was full of blood. Mainstream documents of drinking water and society. This document was collected as a friend's drink.

4 10 yuan's low-end market is quite chaotic, a popular two-pack "beaker".

Main brands and prices in Handan (supermarket prices)

Liuyang River Series Star Award 10 yuan 25 yuan 35 yuan Samsung

Xiangyuan Craft Luzhou-flavor Series 4 1 Yuan 18 yuan, the first song of 48 yuan Liquor Special Session.

Gu Jing, Gu Jing, 33 yuan 17 yuan Alcohol 55 degrees 45 degrees 4? 0 yuan's Static Longevity Leisure Series

Your series "Red Mansion" comes from 29 yuan to your home, and the red color of your home is from your family 18 yuan, 27 yuan 54 yuan Silver.

85 yuan boarded the old hardcover 13 urban cooking pot with 67 yuan rolls.

Ten years princess century princess five years princess 27 yuan 73 yuan 20 yuan a special five years.

Black land 16,18,78

Congtai Series12,28,52

Hengshui Laobaigan 13 yuan

Saihanba 12 USD

L The average price of hotel wine 10 yuan is higher than the above price.

6, leading brand sales icon:

It may be that the total consumption of liquor in the market is about 200-300 million yuan.

Third, consumer survey summary.

(a) Consumption patterns

1, liquor drinking season: the end of September and April this year.

2, because about 35% of the beverage market. Low-grade wine, mainly Hengshui Laobaigan 10 yuan.

Juyin market: about 65%. 15 yuan -30 yuan mid-term wine is mainly used for friends' parties.

Drink it. Many consumers plan to save money and bring their own hotels, usually in hotels all over the world.

Buy it in a small shopping mall or a couple's old shop.

Collect an average of about 3 bottles of food and beverage consumption, and each person serves people who have alcohol consumption of more than half a catty.

The consumption of food is about 1.5 to 2 times that of wine.

consumer preference

The meaning of a brand's carton packaging, bottle packaging, name and holiday wishes.

2, the brand does not require, often by a sales girl and sales staff have great influence.

Nanbaijiu is "not interested" and "not fun to drink!"

Consumers taste sweet and refreshing, hoping to brew wine like pure grain in Northeast China.

(C) brand awareness

First, consumers like to cook pots and enjoy the consumption of various brands: Black Land, Saihanba and Municipal Education Commission. The reason is that it is cheap and can be tasted.

2. The influence of brand awareness on consumption trends and the reasons for high-profile drinking water advertisements.

3. Uncertainty of consumers' brand choice. Friends, promoters and salespeople suggest that it is easy to try new brands.

Brand renewal is fast, and it is a best-selling brand almost every year.

Consumers believe that Wuliangye is mainly used for government hospitality and gifts, and the trust of time-honored brands; The price of middle and low-grade black soil Saihanba is right and tastes good, and many consumers' reaction is that there are many inferior products, drinks and drinks on local wine clusters due to production management reasons.

Fourth, the method of investigation.

(1) terminal type

1, wholesale market (Hanshan Street Sugar and Liquor Association wholesale market, such as Shandong Sugar and Liquor Association wholesale market), mainly composed of direct selling/wholesale.

2. Wholesale and retail liquor stores and tobacco and alcohol companies.

3. Supermarkets and shopping malls.

4. 500 hotels in the city

Due to fierce competition, whether it is a high-end hotel or a low-end hotel, it is a direct impact on resources and sales for dealers to take short-distance direct flights. Payment is usually made by the month or by the box.

5. Couple Classic Store-Couple Classic Store in the urban area, with heavy dealers.

Direct use dealer

Home delivery, take a box of "box pressure" solution. Other general wholesale market spot.

(2) the route of transmission

The gross profit of channels at all levels is very thin, and the sales of many products are very strong. The gross profit of the second batch of retailers is only lower than that of 5 yuan. The gross profit left by Saihanba to the second batch and retailers is only 1 USD, so it is easy to sell, and the second batch and retailers no longer purchase goods.

2. The second group and retailers rely on sales rebates, and cover some promotional activities with prize-winning gross profit. The retailers show sufficient gross profit, and if the merchants and retailers of the second group, the market will be easy to start.

3. The gross profit of hotel is about 10 USD-15 USD.

(3) Shop entrance fee

The weak form of brand entering the store is generally to pay the entrance fee. Admission fee for small and medium-sized hotels 1000-2000 yuan or so; The entrance fee in high-end hotels is 3000-5000 yuan, and the entrance fee in high-end hotels in Handan is a small amount of 10000 yuan.

2. Some hotels responded that they can give gifts to the operators instead of paying the entrance fee.

3. Solve the phenomenon of hotel "running shop" according to a case.

(4) Distributors

There are more than 150 terminals in a few local direct-selling hotel dealers such as LU ZHOU LAO JIAO CO.,LTD and Xijiu.

The distributor of this brand. General 10 sales team, responsible for hotels, shopping malls, as well as husband and wife files.

Classic store distribution and sales management, my second group is mainly dealer management.

Follow operation

In the largest local rum wholesale market, and at the same time set up local offices to help manufacturers develop and manage.

Two management networks sometimes promote policy meetings through channels, hold two dealer meetings and promulgate them.

Channel promotion policy, stimulate the enthusiasm of buying path and actual sales.

Brand story

(A) change the brand

The leading brands of 1 and 99 are local Congtai Liquor with good quality and low price, Black Land (Northeast Liquor) in 2000 and Saihanba (Chengde) in 200 1.

2, high-end, no leading brand, LU ZHOU LAO JIAO CO.,LTD, Quanxing, Fenjiu, etc.

3, high-end, Wuliangye and Maotai have always dominated the world, mainly used to entertain gifts and the government.

(B) a successful brand story-"a hit" black land

1, the opportunity to enter the market, when the total market is about 20 dollars, the initial investment of black land is only 300 thousand.

2. More than a dozen hotels, the most influential in Handan, all the goods in the first store are concentrated.

Enter the market in the early stage, persist, persist until the sales girl arrives at the hotel, and persist in promotion.

4. Through the radiation of core hotels, consumers compete for purchases in the market, and dealers, shopping malls and supermarkets buy them. On the contrary, it is easier to enter the hotel at this time.

Advertising forms: corner signs of Handan Cable TV broadcast advertisers, screen advertisements and bus bodies pinch more than a dozen TVs.

(3) Some suggestions from local dealers.

Taste: "wine can be very cheap, but it must be smooth, sweet and soft."

2, packaging: paper packaging, exquisite design, high grade, giving people the impression. "

3. Price system: the retail price is lower than that of 20 yuan, the gross profit of a single bottle ranges from 1 to 20,000 yuan, and the terminals range from 2 to 5, and the value chain. The path layer to ensure reasonable stability is the well-made low-grade wine spots.

4 degrees, 45 degrees

5. More than a dozen hotels that started to enter the core market. About the cost of 6.5438+0.5 million yuan, including admission fee and promotion.

"The price system and market access must be strictly managed." If the price is chaotic, the market will be scattered.

7. "The 30 wines launched this time are successful. The grades and grades of 50 yuan are 10 yuan and 100 yuan, but the wines are difficult to make.

8. Other hotels and surrounding counties and cities start from the back of the core hotel.

In the first three months, about 500 thousand funds. When you enter the store, you must insist on promotion. Normal, the payment is 3.5 million, and the monthly income is 500,000 after three months.

Sixth, the personal data released by the media.

(1) Liquor advertising mainly invests in Handan Cable, which is connected with Radio and Television Bureau and Hebei TV Station.

(two) outdoor billboards on the roof, bus bodies, off-exchange transactions, lighting advertising light boxes. The density is not high. There are few billboards in front of the hotel.

(3) Taxi advertising fee: The vehicle advertising fee for each car is 20 yuan per month.

(d) The spirit of roadside advertisements such as expressway and Northeast Tiger from downtown to the airport. -

-Bacchus | Import French wine. Registration | The price of imported wine is relatively transparent-.

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