The liquor industry in the future mainstream channel mode
A, liquor specialty stores, the foreseeable future
With the completion of the revised draft of the national standard of "retail classification", the chain of convenience supermarkets will be faster to enter into the development of the "classification" of supermarkets in the "classification" of supermarkets in the business segmentation of all types of specialized stores, stores will be more lawful in the future development. The future development of all kinds of specialty stores and stores will have a more legal basis. On the other hand, consumers' awareness of their rights, most provinces and cities have called a halt to "refuse to bring their own drinks" and "corkage fee" and other unreasonable charges in the catering industry. The phenomenon of consumers bringing their own drinks, especially some of the high-end drinks, will become more and more common.
The wine store model provides a platform for boutique high-end wines. At the same time, it also provides consumers with a good shopping environment. For the channel business, the store can not only serve a specific class of specific people, to achieve a market segmentation and focus role. At the same time, the self-built stores, slowly can get rid of the dependence on the catering and hotel class and reduce into the super a variety of "entrance fee" "promotional fee" "management fee" and other expenditures.
We can buy liquor in the following places: supermarkets, convenience stores, liquor stores and restaurants. This has brought great convenience to the majority of consumers to buy liquor. However, due to the restaurant for liquor price increase is often higher, consumers have a certain resistance to psychology. Supermarkets and other specialty stores, not only more varieties, can choose a wider range of brands and so on. The key is that there is a price advantage. The wine store is with competitors than the product service, with the shopping malls and supermarkets than the convenience and promotional efforts, with the convenience store than the taste and price.
From the past 10 years, the development of liquor sales channels from the purely shopping malls, supermarkets as the basis for the model, slowly to shopping malls, supermarkets, convenience stores, tobacco and liquor mixed stores, liquor stores, e-commerce and other diversified channels as a sales carrier, as a ring in the liquor industry sales, the channel in the sandwich layer between the manufacturers and consumers, to do a good job is to do a good job are both good, do not do a good job! It is the two ends that suffer from the gas. The increase of sales channel mode has more choices for manufacturers, and for channel players, not to expand some new channels means more and more dependence on catering superstores, the importance of manufacturers has become lower and lower. Therefore, the establishment of specialty stores for the channel's own management capabilities have a higher level of requirements.
Two, specialty stores to chain stores
Direct chain, that is, the head office directly operated by the chain, the head office directly invested in the operation and control of a retail manager camp. This type of chain stores and the existence of no franchise, so for brand management can be better control. Headquarters to take a straight line management, directly in charge of all the stores, stores also accept the headquarters of the command at the same time. The main purpose of the chain is "channel management", that is, by expanding the product and the final consumer "contact surface" to obtain profits. Therefore, this type of chain is actually a "management industry".
In our wine chain system, when the enterprise achieves a certain scale, if we can't make the information get timely and effective transmission, the stores don't have a sense of obedience to the head office. That will not just be a decision-making level, but the whole company as a scattered sand, even without locks. In this big fish eat small fish, fast fish eat slow fish in the competitive environment, how to better survive. Chain, to put it bluntly, is a smart person with a bunch of fools in doing battle. Internally we are a headquarters, stores A B C, externally we are a unified whole. Real-time effective transmission of information, integration and effective use of resources. This is the core of chain management.
The integration of resources is to make the whole chain system into a whole, rather than an independent store. Therefore, to achieve the integration of integration, can let the enterprise more flexible response to the market, increase the controllable action, reduce costs. At present, the liquor industry chain system, most of the chain enterprises only do unified procurement, unified distribution, unified return, unified settlement of the chain operation. How to do a deeper level of integration and utilization of the resources of the whole enterprise, which is the goal that each family is pursuing.
The chain of liquor stores is supposed to target certain high-end customer groups. How to better attract repeat customers, or provide customer satisfaction services for the customer's consumption habits. With the fierce competition, the terminal is not the store, but in the heart of the customer. Who captures the customer's heart, who has mastered the market. For example, to create a store **** enjoy the membership system, not only can all members in the system of all stores to enjoy the same distinguished service, more importantly, the collection of high-end customer contact information. Through the membership system to understand the customer's consumption habits. In the New Year festivals or new products on the market at the right time to provide members with this information, can be very good to attract customers. Through the membership stored value card can better revitalize the public **** customer resources. Alcohol products are the first choice for public relations gift-giving, in China such a country that likes to exchange gifts. It is wise to seize the broader gift market through the stored value card. The introduction of stored-value cards also enables companies to obtain a large amount of cash flow without interest.
We mentioned in this integration is not simply vertical unification of import, export, storage, refund, fees, settlement and other links, integration integration of a stage of successful integration is the formation of a through the entire group of system platform, is the business platform, but also the management platform, but also a platform for communication. As a business platform, with the theory of ERP, it can cover the comprehensive business of the group (purchase, sale, storage, refund, fee, settlement), and serve all aspects of the operation; as a management platform, with the theory of business intelligence, it can provide assessment and management tools based on the business; as a communication platform, with the theory of supply chain, it can establish an information channel to serve the upstream and support the downstream.
Three, multi-channel marketing, the development of e-commerce
If the store is the point, the chain store is the line, then e-commerce is the face of the coverage of the whole situation. With the completion of the chain store distribution, the store as a distribution center, the use of e-commerce, covering the field and the store radiation outside the market. As we said earlier, the B2C direct sales platform "also sell wine" has obtained 3 million dollars of venture capital; the national "retail business classification" will be retail for the store and no store retail two categories. Let us really feel the charm of e-commerce in the wine industry.
Currently, there are several online sales platforms for the wine industry, such as Red Wine, 519.com, and Buy Wine. Most wine distributors still focus on traditional offline sales, with brand agents and layers of distribution. To expand market share and change the competitive disadvantage of enterprises, the development of e-commerce is a direction. E-commerce not only covers a wide range, for the traditional storefront sales of good locations, the disadvantages of high rent is also a good remedy. Favorable to control costs and ensure price advantage. In addition, online wine culture, wine reviews, wine tasting and other knowledge popularization. For the increase in sales is also a great help.
The core issues in the development of e-commerce for alcoholic beverages are as follows: membership system, online payment, order system, and clear inventory distribution program. Personally, I think the most worried about doing e-commerce three main side: one is no customers, this is everyone *** with the same worry, which depends on the respective website promotion efforts. The second is logistics and distribution, accidentally dropped and touched that can be money. Third, the inventory, the customer orders and paid, only to call the customer and say sorry, you want to Baron de Castel dry white wine our inventory is out of stock, for a bottle of the Great Wall at the same price level of dry red good? This is not a good idea!
If the brick-and-mortar store members with the online store members, stored-value cards online and brick-and-mortar store general, entity inventory and the organic combination of online store inventory. For example, members of the mall through the query points, the use of stored-value cards for online shopping and so on. So that the development of e-commerce enterprises will not need to invest a lot of human and material resources. Realize the integrated use of enterprise resources.