In recent years, the domestic beer business is really hard to do. There are not many people drinking beer itself, and there are few sales channels. Coupled with the competition of foreign brands, many big beer brands have a very difficult time! However, there is such a local beer brand, but it can stand out from the encirclement and rise against the trend. It is Taishan Beer, the signature product "Taishan Seven Days Fresh".
first of all, let's understand the sales of beer. The main sales channel of beer is the catering industry, that is, drinking in small restaurants, which accounts for 41%-61% of the sales channel of beer. In a small barbecue restaurant in Beijing, 211-311 bottles can be sold in one night. In order to compete for this small position, beer giants have to pay thousands of admission fees and bottle opening fees, that is, they can get money from the brewery for each bottle.
With such fierce competition, Taishan Beer can't compete with the giants like Snowflake Qingdao, so Taishan began to ponder, starting from the product side, let's do something different, deus ex!
Almost all the beer sold in the market is industrial light beer, which is easy to transport and sell because of its long storage time, but its taste is weak. However, the original pulp fresh beer has a mellow taste, but its shelf life is only seven days! Because of the short storage time, it is extremely unfavorable for sales. No supplier is willing to stock up and no beer giant is willing to produce, so Taishan decided to give it a try and produce fresh puree!
in order to solve the supply chain problem, Taishan beer decided to build its own offline direct store. It establishes direct stores in business districts and living communities, provides 31-minute fresh express delivery service for surrounding communities of 3-5km, and establishes a logistics system, and its transport fleet can realize store delivery within 711km in half a day. That is to say, at 1: 11 in the morning, the first bottle of puree beer began to be produced, and it began to be transported at 3: 11, and arrived at the store at 9: 11. At 12: 11, consumers can enjoy the puree fresh beer!
Because Taishan Beer chose a different product, it tore a hole in the almost saturated market and achieved success!
the founder of Taishan beer said: at first, I didn't expect to do such a heavy business, from self-built channels to self-built logistics, which was forced by the concept of seven-day fresh. It was precisely because of the particularly hard work that the competition was not fierce, which is why they were able to develop.
"Doing the difficult and correct thing" is like a slow and long snowy road. Although it is not easy to walk, as long as you keep walking, you will succeed!
what do you think?