China Power Wine, as a representative of low-end tonic wine catering marketing, has achieved high sales growth for three consecutive years, with an annual growth rate of up to 60%. Coconut Island Haiwang Wine, as a sister wine of Coconut Island Deer Turtle Wine, has taken a marketing route different from Coconut Island Deer Turtle Wine, and has always been committed to low-end catering marketing and has achieved a big breakthrough in sales in the year of 2006, despite the fact that both of them do not share the same marketing model, they still bring us a lot of thoughts about low-end tonic wine marketing. We have a lot of thoughts about the marketing of low-end tonic wines: First, ready-to-drink consumption, quality first The biggest feature of catering marketing is ready-to-drink consumption, and the buyers and consumers are often the same group of people, the taste of the product, color, packaging, function, culture, cost-effective and often have a direct impact on the consumers' first time to consume and continue to maintain loyalty, the obvious characteristics of Jin Jin Wine's quality of the product are: mellow taste with ginseng flavor, yellowish color, translucent, packaging in the atmosphere of similar products, and the packaging in the same type of products. The packaging is leading in the atmosphere among similar products, which meets the basic needs of ready-to-drink consumers. Therefore, there are more repeat customers, and through word-of-mouth and moderate brand advertising, the market can maintain sustained growth, and the later investment costs are lower. Coconut Island Haiwang wine to 100ML cup wine into the market, the initial product quality and market demand gap, market development was once in a predicament, in 2006, in the Coconut Island chairman of the board of directors fully recognized the importance of a good product, Coconut Island company Haiwang wine products to do a great deal of adjustment, adjusted the Haiwang wine base wine, taste, packaging, the new product in Fujian Province and other provinces into the market, and was immediately praised by the consumers, the return customers increased significantly, the market continues to grow. Repeat customers increased significantly, the market continued to consume led to the benign development of the market, Coconut Island Haiwang liquor out of the past activities stop, sales stop the predicament, Coconut Island Haiwang liquor will usher in the market's rapid development. Therefore, the catering marketing of low-end tonic wine must be based on the quality of the product first, and must meet the demand of instant consumption. Second, the depth of distribution, the channel is another feature of low-end tonic wine catering marketing is the depth of distribution, relying on the scale of outlets to generate large-scale sales, which will inevitably lead to difficulties in the management of outlets, must rely on a strong distribution network to complete the development and maintenance of outlets. Jin liquor marketing model is to learn from the development of liquor marketing model, from the outset on the importance of distribution network construction, relying on the distribution network development, maintenance of the market; and Coconut Island Haiwang liquor by the Coconut Island Deer Turtle Liquor marketing model of the influence of the construction of the distribution network was once inexperienced, mainly relying on self-built team to assist in the development of the distribution network, maintenance of the outlets, outlet maintenance situation tends to be self-built by the team size of the changes in the impact is very big, the Coconut Island distribution network management. In 2006, Coconut Island made a comprehensive reform of the distribution channel and redefined the functions of the factory and the business: Coconut Island is committed to product development, brand building and market promotion; the distributors are responsible for distribution network construction, terminal development, maintenance and management; Coconut Island has conditionally configured the corresponding channel resources, which greatly mobilized the enthusiasm of the distribution channel, and the ability of outlet maintenance has been significantly improved. China Jinju and Coconut Island Haiwangju are both moving towards building strong distribution channels. Third, marketing momentum, driving consumption Catering marketing lies in the impact of marketing activities on consumers, which is mainly divided into brand building, atmosphere creation, sales promotion, each of which is a continuous process of adding bricks and mortar, and Jin Liquor is mainly committed to brand building and store terminal construction and promotional activities. China Power Wine has been broadcasting CCTV advertisements since ten years ago, and the phrase "Although Power Wine is good, don't be greedy for it" has become a household name, which has improved the brand height and brand reputation, and established a national brand image at once, supplemented by store POP, advertising and publicity supplies, store cards and other terminals, and the immediate impact of promotional activities on consumers, which has expanded the market sales surface of Power Wine; Coconut Island Haiwang Liquor, as the sister of Coconut Island Deer Turtle Liquor, is a brand building brand that draws on the strengths of Coconut Island Deer Turtle Liquor. As the sister of Coconut Island Deer Turtle Liquor, Coconut Island Haiwang Liquor, with its brand building leveraging on the influence of Coconut Island Deer Turtle Liquor, has a relatively low marketing center of gravity, and mainly devotes itself to the operation of indoor and outdoor terminals and in-store and out-of-store promotional activities in the front line of the market, and has made a large number of outdoor terminals: car advertisements, store sign advertisements, and indoor terminals: posters, Polaroid paper, KT boards, public welfare reminder stickers in the stores, joint menu boards, and advertisement promotional products, while carrying out a series of activities, such as charity performances in towns and cities and promotional activities in stores. The advantages of the self-built promotion team were fully utilized. Due to the low marketing center of gravity of Coconut Island Haiwang Liquor, the momentum is strong, and the regional market is quick to take off in the short term; Jin Liquor stands at a high altitude and has a far-reaching plan, which is conducive to the long-term development of the national market, and with the development of the market, Coconut Island Haiwang Liquor has to integrate the whole country in due course and improve the brand altitude. Although Jin and Haiwang wine marketing integration method is different, but the purpose is the same, pulling sales. Only store sales, in order to market benign development. Fourth, the terminal customer service, a foot in the door Because of the catering drinks are ready to drink consumption, and now in the era of product homogenization, the degree of promotion of the catering waiter is an important factor affecting the sales of liquor, due to the low-end tonic wine gross profit space is limited, can not be as high as the mid-range liquor like the stationing of the store promoters or waiters to a high commission, can only rely on a number of small favors to enlist the heart of the waiter, Coconut Island Neptune wine is particularly Emphasis on terminal customer building, carried out the waiter with the bottle cap exchange gift work, free gift restaurant uniforms and a series of catering supplies work, and strengthen communication with the store owner, for the store to do sales data analysis and liquor sales planning, all of this work, in many stores have returned: the first to promote the Coconut Island Haiwang wine or competing wines off the shelves, the advantages of the product display is also safeguarded; V. Grasp the program, steady progress. Procedures, steady progress It seems to do the same work, but the results are often very different, the development of the market is a steady process, to play a good rhythm card. The earliest system used by China Jinju was the regional agency system, in which the factory gave the agents a chance to develop the market and complete the initial development of the market, and then the factory sent a development team to assist the dealers in establishing a marketing team, developing the terminals, stirring up the consumption, and establishing a distribution network. Distributors are responsible for both distribution and promotion. China Power Liquor has obvious organizational behavior in marketing, with proper control of mode and rhythm, and the market is also developing in scale. Coconut Island Haiwang Liquor, however, has gone through a difficult road. Initially, the successful markets were personalized, market conditions and models could not be copied, and most of the markets encountered the problems of ineffective distribution channels and low turnover rate of consumers. After studying and learning from the experience, Coconut Island Haiwang Liquor eventually came out of a road similar to and different from Jinju, setting up a general distributor in counties and cities to carry out the pre-market spreading, and building a team to carry out the The company set up general distributors in counties and cities to carry out pre-marketing, built its own team to carry out the construction of Guangpu terminals, atmosphere creation and promotion of terminal stores to boost sales, and in the case of reaching a certain rate of sales, preferred second batch dealers undertook the inspections and replenishment of terminal stores, and then assisted the dealers in building their marketing teams to carry out the construction of terminal customer relations and the control of distributors and undertook the relevant promotional work, so that the factory really changed the terminal control into the control of channels, and researched the differentiated market strategies and competitive strategies under the principle of unification. Strategy.　　Catering marketing is a persistent process, constantly adding bricks and mortar, the need for the continuous accumulation of the consumer population, Jinju ten years to grind a sword, persistence will be successful!