"In the first two years, we said that the mouth cellar is good, drink not head, now popular Yanghe, and said that the mouth cellar is not good. I engaged in the catering industry for 15 years, from Shandong's Kongfu family wine to Anhui mouth cellar, a hundred years of Anhui wine, and then to Jiangsu real estate, Su wine, and now it is the Yanghe sing opera ...... to use an old saying, Nanjing's liquor market is really 'you side sing I appear on the scene' ah! The reason for this is that I can't say. The reason, I can not say, but should be related to the quality of wine and promotional means."
The front of the stage: the protagonist of a few years a change, and now the Yanghe picks the beam
"Not bragging that, I'm not the car butt inside what wine, the market will be popular what wine."
Said this is a citizen of Mr. Zhang, he is a unit of the office director, often accompany the boss outside the entertainment, so the car trunk always put a few cases of white wine.
"I've been an office director for six years, the liquor in the car was first Kouzi Cellar, then changed to Jinshiyuan, then Su Wine, and now it's basically Yanghe Blue Classic." Mr. Zhang's description verified the words of the hotel owner before the text.
"The liquor market is cold at both ends and hot in the middle." An industry insider who wished to remain anonymous said that according to the rough division of the selling price, each bottle of 100 yuan or less for the middle and low-grade liquor, 100 yuan to 300 yuan for the middle and high-grade liquor, 300 yuan or more for high-grade liquor. Because the high-end liquor market "cake" is the largest, the competition is also the most intense.
Yanghe Group Marketing Department provided a set of data: in 2003, the blue series of Yanghe sales in the Nanjing market is only about 8 million yuan, 2006 sales jumped to 140 million yuan, 270 million yuan in 2007, this year's total sales are expected to grow by 40%. Nanjing, the total annual sales of high-end liquor in about 500 million yuan, visible, Yanghe blue series sales have accounted for most of the sky.
Truly a few happy and a few sad - the original mouth cellar Nanjing Branch, a responsible person also provided a few data: 2006 mouth cellar sales in Nanjing, Nanjing, there are still more than 200 million yuan, is now less than 10 million yuan. At present, the mouth cellar Nanjing sales branch has been withdrawn, replaced by local distributors.
Behind the scenes: so leading the way, marketing their own tricks
As with any commodity, leaving aside the quality of the wine, marketing practices in the process of liquor tapping into the city plays a crucial role. A lot of liquor brands because of an idea and best-selling, but also because of a missed opportunity to fade from the consumer line of sight.
Trick 1: Attack the heart
"As long as the advertisement does attack the heart, the market will generally have a positive reaction." A person in charge of the city's restaurant association said that in the 1990s, a "look home" song was popularized after it was sung at the Spring Festival Gala. At the same time, the Kongfu family wine to play "Kongfu family wine, called home" ads, just to meet the consumer psychology at the time, the market sales situation quickly opened. The prevalence of this edge is also the use of "offensive art": the 90's is the peak of the marriage of people born in the 70's, the edge of a good "good luck".
"'Yanghe' hot sales in fact also belong to the 'attack on the heart'." Yanghe Group, Nanjing Branch, a responsible person said, Chinese people always like to drink liquor when they encounter happy events, so most of the liquor packaging using red, yellow, on behalf of the festive and rich, and "Yanghe" took the lead in the use of blue packaging, on behalf of a more fashionable, modern consumer concept. In the aroma, it is away from the traditional "strong", "soy sauce", the launch of the "soft", consumers immediately from the psychological acceptance of these two "unique".
"Baijiu through the main large hotels is also 'attacking the heart'." A person in charge of the Nanjing marketing department said, a hundred years of Anhui wine in the development of the market in the early stages, often invited some "important people" to include the sunny fishing port, Zhang Shengji, including more than 20 large hotels, including meals, if the hotel said not to sell a hundred years of Anhui wine on the strike to eat, lift the leg to go, the hotel in the way of these "important people" face, then the hotel will be the first to sell the wine to the people to eat. If the hotel says it will not sell Anhui wine, it will stop eating and leave, and the hotel will introduce Anhui wine in view of the face of these "important people". These large hotels have high traffic, on the liquor list of liquor will give consumers a psychological implication: this is the current Nanjing market brand liquor.
Trick two: attack the shop
"Although we can order more than one brand of liquor here, but Su liquor is the main product." Red House Seafood Restaurant, a sales manager said, the public to a slightly larger restaurant before dining, there will be a lady dressed in a liquor or beer clothing to promote, then it means that this wine in this hotel is a special or main sales.
"The sale of liquor in large hotels is actually not profitable, in these places to sell wine is to figure a hidden 'advertising effect'." Mr. Lin, who is the sales manager of a winery in Anhui province, said that their winery had paid 800,000 yuan to enter a large hotel in Xinjiekou that year, and the condition is that the hotel does not sell any of the remaining brands of liquor except Wuliangye and Maotai, and only sells their products. And they are in the hotel sales of only 600,000 yuan a year, coupled with other sales costs, the business is "dead loss".
"The entry fee is an open secret in the liquor industry." Guojiao 1573 Nanjing sales department, a responsible person said, as far as she knows, only a few high-end brands of liquor, including Maotai, Wuliangye, etc., because the consumer level is relatively high, the store does not dare to offend, so there is no need to enter the fee.
Li Jun, owner of the Big Carrot Restaurant on Hunan Road, said liquor manufacturers pay privately through the promotion of many means, such as which brand of liquor on the hotel counter, in what position are charged, which is called "booth fee. Because of the "Wuliangye", "Moutai" and other old famous liquor is not willing to pay these money, so most of the hotel counter can not see the shadow of these famous liquor.
Trick three: "attack face"
"'Attack face' is actually your pricing to take into account the face of consumers. People ah are both affordable and 'face', so the pricing of liquor is very critical to sales." The former mouth cellar Nanjing branch of a person in charge of the mouth cellar in Nanjing sales decline in an important reason, is that its pricing does not cater to the psychology of consumers.
The person said, for example, the mouth cellar, a hundred years of Anhui wine when it first entered the Nanjing market, the supermarket selling price of about 80 yuan per bottle, the restaurant markup of 20 to 30 yuan for sales. At that time, about 100 yuan per bottle of liquor to meet the consumer both affordable and "face" of the psychological. A few years later, the market consumption level, "Yanghe" launched the "sea of blue", "sky blue" series, the supermarket price of 138 yuan and 280 yuan, respectively, the restaurant markup after the sale price Control in the 150 yuan to 350 yuan, the price and just to meet the consumer psychology, so soon best-selling. When they realized the problem, immediately launched with the "Yanghe" blue series price comparable to the "mouth cellar fifteen years", but it was too late.
"Pricing liquor, the fire is really difficult to control." An industry source said, Wuliangchun hot sales that year, one is a good brand foundation, the second is about 100 yuan pricing to meet the consumer both affordable and "face" of the psychological. Subsequently, Wuliangchun several price increases, some consumers feel "not worth it", market share was immediately affected.
"Promotional tools are important, but quality is still the ultimate factor. Maotai, Wuliangye so many years of best-selling, obviously inseparable from its quality. I hope that this round of singing Yanghe and other real estate wine can be 'both inside and outside repair', the beam has been picking on, out of the liquor market, 'you sing me on the stage' destiny. After all, it is our own wine in Jiangsu." Outside the building hotel owner Wang Houping said.