Since 2002, Jinxing Group has further intensified the development of Zhengzhou market, and the coverage and share of Jinxing beer in Zhengzhou market have obviously increased, especially the middle and low-grade wine market has undergone earth-shaking changes. Although the coverage of Jinxing Beer in the high-end wine market has been greatly improved, its market share is still low and the situation is not optimistic.
1. Analysis of Zhengzhou High-end Beer Market
1. 1 competitor analysis: Although there are many brands of high-end beer in Zhengzhou, such as Oak, Qingdao, Yanjing, Budweiser, Blue Ribbon and Pearl River, there are only two competing brands that pose a direct threat to Venus, namely Oak and Qingdao.
1. 1. 1 oak: The main oak varieties in the high-end market are gold oak and silver oak. The sales volume of gold rubber is extremely limited, which does not pose a threat to Venus, while silver rubber poses a greater threat to Venus. The advantages of Easy Brain Shell are: reasonable price, terminal price of 5-6 yuan retail price can be generally accepted by high-end beer consumers in Zhengzhou market; Coverage and occupancy rate are relatively high. At present, the coverage and share of E-brain shell in Zhengzhou terminal stores are relatively high. According to our survey, the market coverage of E-Brain Division is about 32%. Have a certain degree of consumer loyalty. Due to the long time to market and the active promotion of the market, a group of consumers with high loyalty have been formed at present. Disadvantages of Yinaoke: the brand image is aging, because Yinaoke is an old product, and the recent promotion of this variety is not strong, the brand connotation is not rich and innovative, and there is no obvious brand personality, which is equivalent to eating old money; Loyal consumer groups are decreasing. Due to the lack of attractiveness of its own brand, the number of other consumers who become loyal consumers of E-Brain is extremely limited. At present, due to the continuous emergence of new varieties of other competitive brands, the loyalty of the existing loyal consumers in the brain-easy department has further declined, leading to the decline of loyal consumers in the brain-easy department. There are only two kinds of high-grade products of oak: gold oak and silver oak. Golden rubber has entered the decline period of product life cycle, and now only silver rubber is struggling to support it, but silver rubber has also entered the maturity period of product life cycle and is only in the maintenance stage. If Yinaoke also collapses, new substitute products will not be listed in time, and Yinaoke will lose the high-end wine market.
1. 1.2 Qingdao. This year, Qingdao took the centennial celebration as an opportunity to increase the operation of the national market. Zhengzhou market Qingdao has also been operating for many years, but it has never been so strong as this year. Advantages of Qingdao in Zhengzhou market: brand advantages. As the first beer brand in China, Qingdao's brand awareness and reputation are obvious, and its brand competitiveness is relatively strong in the high-end beer market. Although Qingdao's investment in admission fee is not large in Zhengzhou, the delivery rate is indeed high, and even some stores take the initiative to request the delivery of Tsingtao beer to reflect the hotel grade; Price advantage: Tsingtao Beer Zhengzhou's leading product, Tsingtao Special 9-degree Terminal, is only sold in 6 yuan. This price is very competitive, which has a great impact on products with green tin foil, such as silver oak and Venus China brand. At present, this wine has a high coverage in Zhengzhou and a large sales volume. According to our investigation, the product coverage rate in Qingdao is 29%, including 6 1% in Jinshui District. Advantages of terminal promotion: Qingdao has put a large number of billboards, shopping guide cards and other promotional materials in Zhengzhou terminal stores, coupled with the investment in display cabinets and standardized product display, which makes the promotion effect of Qingdao terminal better. Qingdao also put wine on the terminal, and the promotion method of giving away the hotel for free after January was welcomed by many terminal stores. In addition, Qingdao has invested promotional girls in some large A-level stores to directly promote consumers and exchange bottle caps for waiters in terminal stores, which fully mobilized the enthusiasm of shopkeepers, waiters and consumers in terminal stores. Qingdao disadvantage: cost and profit disadvantage. Due to the high transportation and promotion costs, the terminal price of Tsingtao Brewery is higher than that of Venus, and the 9-degree special supply terminal is only sold in 6 yuan. The profit per bottle of the terminal is not higher than that of Venus, and the expected profit can only be realized through the increase of sales volume. The market base is poor. As a foreign brand, Qingdao has limited ability to operate Zhengzhou market on a large scale. At present, the market foundation is not stable. Some terminals have just entered and have not yet reached the ideal sales state. Among these permeable docks in Qingdao, there are many docks with high loyalty to Venus.
1.2 Analysis of Advantages and Disadvantages of Venus Beer;
1.2. 1 jinxing beer advantages: brand advantages, jinxing beer has the highest popularity. At the same time, due to the spread of brand resources such as Diaoyutai State Banquet and China well-known trademarks, the brand value and image have been enhanced, and the brand reputation is high. Cost-profit advantage: the terminal supply price of similar products of Venus is lower than that of foreign brands such as Qingdao, and generally speaking, the single bottle profit of terminal manufacturers is higher than that of foreign brands; Service advantage, the distribution ability of Venus beer is greater than that of competitive brands, and the supply of terminal products is more secure.
1.2.2 disadvantages of jinxing beer: disadvantages of brand loyalty: jinxing beer has entered the high-end market for a short time, and it has always appeared as a low-end image before, so there are still fewer loyal consumers of high-end jinxing beer. And at present, there are many B-level stores, especially A-level stores, which are basically specialty stores in the province. The existence of foreign brands such as Qingdao and Budweiser makes it more difficult for Venus to play its brand competitiveness. At present, there are two kinds of high-grade Venus beer: one is horizontal label, with yellow label and green label, and the other is vertical label, with red gold label and green label. At present, except for the yellow label, the sales of these four products are not large. The difference between the selling points of the four products is only the design of the target, and there is no deep selling point. Moreover, the terminal prices of yellow label and vertical green label are the same, and the target markets overlap. Disadvantages of promotion: Although promoters are invested in the high-end market, the number of promoters is extremely limited. Compared with Qingdao, the cover of waiters, the display promotion of dock owners and other promotional activities have not been fully promoted. The enthusiasm of terminal stores and waiters to promote Venus is not high; The disadvantage of terminal management is that salesmen and terminal suppliers are not aware of terminal management, and the inspection and punishment of market management office are not enough. Currently, terminal management is not in place. First, there are many other brands of wine in the display cabinet. Second, the placement and display effect of Venus Beer is not outstanding. Third, the return visit of the terminal is not timely, the distribution of promotional items is not in place, and the supply of a few stores cannot be fully guaranteed.
2. The idea of deep marketing of Jinxing Beer Zhengzhou high-end market
Zhengzhou market is the strategic market of Jinxing Group, and the high-grade wine market is also the strategic market of Jinxing Group in Zhengzhou. It is of great strategic significance to occupy the high-end market to enhance the brand image and improve the profits of enterprises. Therefore, we must adhere to the idea of "access, marketing, safety and great development", effectively solve the existing problems one by one on the basis of the rapid development of the current high-end wine market, realize the deepening marketing and intensive cultivation of the high-end market, and improve the competitiveness of Jinxing Beer in the high-end market.
3. Specific measures for deep marketing of Jinxing Beer in Zhengzhou high-end market
3. 1 Channel construction: As a business unit of high-grade beer in the city, on the one hand, we should strengthen the development of direct selling business and give strong support and guarantee from the aspects of personnel quantity and quality, vehicle transportation and so on. On the other hand, it is necessary to enhance the enthusiasm of some powerful and passionate customers to distribute high-grade wine and give them some terminals, but it is necessary to control the terminal delivery price of customers to keep it consistent with the direct selling price.
3.2 Promotion: This is an important means to realize the link of "moving sales" in thinking. Looking at the terminal promotion methods of all beer enterprises at present, they are all the same, and there is no new trick. The key is to be in place. Recently, although the promotion and display of wine-giving terminals has achieved the purpose of going in to a certain extent, the display position is either a bar or a display cabinet, and its display effect is not directly displayed on the dining table like Qingdao. Now we have made a platform card according to Qingdao, which is more beautiful than Qingdao. We should combine the release of the platform card, change the bar display to desktop display, improve the display effect, and cooperate with the platform card to guide consumption, which has played a good role in terminal promotion. Therefore, it is suggested to choose about 200 stores with good business above Grade B in Zhengzhou, and take some kinds of display and promotion. A month later, the wine on the table will be owned by the store. For the waiter, capping the prize is the best effect. Through the investigation, it is found that Qingdao and others set up top prizes (privately exchange waiters). Although the profit of a single bottle in Qingdao is not the highest, the waiter is willing to promote it for the benefit. At present, there is also a capping prize, but because the timeliness of exchange is not strong, there is no difference between different caps, and the waiter cheats to use other bottles as capping prizes, which harms the company's interests. Therefore, effective measures should be taken to strengthen management and highlight the promotion of cashing to waiters.
3.3 product integration. On the one hand, we should strengthen our product integration. At present, the Venus State Banquet, which is mainly composed of the above four varieties and 480 ml, has not opened a good situation in the high-end market in Zhengzhou. It is suggested to integrate high-end products, and on the basis of not interrupting the sales of other brands, it is suggested to promote the vertical red gold label and green label, and the horizontal yellow label as the main product. On the other hand, it is necessary to strengthen the integration of end products. Especially in non-exclusive or provincial stores, you must choose your own competitive products according to your competitors' products. For example, in a shop, we found that only one brand of our vertical green label, China, was sold in the showcase, with a retail price of 8 yuan, while there were many silver oaks and Qingdao 9 degrees in the showcase, with retail prices of 5 yuan and 6 yuan respectively. As a result, the sales of silver oak and Qingdao 9 degrees are better because of the price advantage, but if we put the showcase again, the sales will not go up. In some non-exclusive B-class or A-class stores, we put display cases, and some even paid the entrance fee. However, the product structure is not ideal, and the middle and high-grade wines of competing brands sell well, while we only have wheat beer as support, and the middle and high-grade wines are nowhere to be found.
3.4 terminal publicity. On the one hand, the promotion of terminals should strengthen the promotion of POP. The paper-plastic posters we recently printed are beautifully made, reflecting the good image of large enterprises and brands. We need to speed up the launch, but posters posted in some B-level stores, especially A-level stores, will be resisted, because these stores have high decoration grades, and posters will affect the overall image. In view of this situation, we also made a billboard advertisement (X-stand), which is beautiful and elegant and has a good display effect. It should be actively put on the market. At present, there are many advertisements in Qingdao, so we must catch up. On the other hand, it is necessary to strengthen word-of-mouth publicity. Salespeople should fully publicize our brand to terminal vendors and waiters when visiting terminals, and promoters should fully introduce the knowledge about enterprises and products of Venus Group to customers when selling products to consumers, deepen consumers' brand impression by guiding consumption, improve consumers' loyalty to the brand, promote Venus Beer to friends and relatives around them, and maximize consumer groups.
3.5 terminal management. Wharf management needs to be further strengthened. First, strengthen the management of product display, strengthen the inspection of product placement rules and whether there are competitive brands in display cabinets, formulate perfect reward and punishment standards and strictly implement them. This link is our current weak link; The second is to strengthen the number of return visits by salesmen, solve the terminal sales situation and terminal demand in time, and feed back the terminal information in time.
3.6 price management. Because of the large profits of each link, the price of high-grade wine is not uniform, which is a prominent problem. To this end, on the one hand, we must strictly control and standardize the supply price of terminals, and the supply price of the same variety of terminals, whether direct sellers or distributors, must be unified, otherwise suppliers will compete to reduce prices and terminal manufacturers will have great opinions because of inconsistent prices, which will affect product sales; On the other hand, the retail price of terminals should be strictly controlled. Too high or too low sales of terminal vendors will affect the normal sales of products, and the retail price of terminal vendors must be controlled within our guiding price range.
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