No matter how successful a liquor agent is, he has to go through two stages. The first is the stage of choosing a liquor brand when he has just started working. The second is the stage of brand entry and market operation. For a liquor agent, the first stage is particularly painful. You have just started, you have no experience, you don’t know what to choose and where to go, other people’s opinions are also varied, your own emotions are up and down, and you haven’t chosen the right brand. , people are going crazy. If you don’t have much money, you have to be careful when investing. Although the second stage is also difficult, the goal has been set and I am just thinking about how to operate it. Every day is tiring but fulfilling. It is absolutely true that choice is greater than effort. If you choose well, you will get twice the result with half the effort. If you choose poorly, you will get twice the result with half the effort.

Yu has been engaged in liquor marketing for many years and now works for Liaoning Shanyanwang Liquor Industry. He is not a famous marketer and has no amazing marketing theory, but he has struggled in the first-line market for many years and has witnessed countless agents. After falling, we also witnessed the rise of countless agents. Today, I use my poor writing style, avoid professional language, and express my many years of experience without reservation, hoping to bring a little help to countless friends who are interested in entering this circle.

What is a brand? Let me explain briefly: Brand and trademark are a pair of concepts that are easily confused. They are both related and different. In the marketing practice of enterprises, the basic purpose of brands and trademarks is to distinguish the source of goods, facilitate consumers to identify goods, and facilitate competition. But brand is not completely equivalent to trademark. Trademark belongs to the legal category, and brand belongs to marketing concept. Simply put, any legal production company has its own brand, but the brand awareness and recognition are different.

First of all, when choosing a brand, don’t blindly believe in big brands. Don’t simply consider the problem from the perspective of consumers. That is too limiting. You must stand from the perspective of a businessman. If a product sells well in the market, On the surface, it seems that consumers drink it, but in fact it is sold. The consumer's consumption process is all guided by the seller. Whether the product can be sold is only one aspect of the brand support. The quality of the product's packaging is On the one hand, it is one thing whether the promotion activities of promotional products are attractive. On the other hand, whether the profits of each sales link are reasonable and whether the distributors are proactive in promoting sales is another thing. Whether your entire service system can satisfy customers is another thing. These aspects determine the future of the brand. Even if the brand support is weak, if it can do well in other aspects, it will still have opportunities in the market. For businessmen, any brand that can make them money is a good brand.

Choosing a brand is like tailoring your clothes, the one that suits you is the best. If you have abundant funds and very strong social relations in the local area, you can definitely choose a first-tier brand to play with. Otherwise, don’t try it lightly. The first batch of purchases from these big brands can easily cost millions. Even if you reluctantly cooperate in the early stage, The amount of tasks that come one after another will also make you breathless, and the unequal right to speak makes you have to obey. If you are not careful, your agency will be revoked, and you will end up making a wedding dress for others. There are also some products developed (buyout) of famous brand products that are not discussed here, because the cooperation form between developers (buyout) and enterprises is destined to make it impossible for them to focus on the market and basically have no long-term operation plan. The choice must be Be careful.

In addition to these first-line brands, there are relatively few small brands that are not very well-known. These small brands can be roughly divided into three types:

Those who simply sell products: manufacturers They try their best to reduce costs. For them, price is always greater than quality. This type of manufacturer has the strongest sense of crisis. An important psychology of consumers is that they are greedy for cheap rather than buying cheap. This is the most basic consumer psychology. Not sure how to avoid being eliminated by the market.

Selling products under the guise of branding. Most of these manufacturers have their eyes higher than their head, and their ability to talk is greater than their ability to do things. They only cheer, motivate, and shout for agents. If they really want to do the market, they have no ideas, no ability to do it, and no courage to invest.

3. Refers to those developing brands. What is a developing brand? It refers to those manufacturers that, although currently not very large in scale and not well known nationwide, have precise market positioning, clear goals, standardized management that focuses on product quality, a unified price system, clear marketing ideas, and the execution ability of the sales team. A strong, investment-minded enterprise that always implements branding operations. The marketing ideas of such enterprises are mainly to make targeted investments in the target market through "focusing" and "gaining momentum" to build themselves into strong regional brands; they would rather be a big fish in a small pond than a big pond. The little fish inside.

For novices who don’t have a lot of money, have never been a liquor agent, and have no sales network, those developing brands are undoubtedly the best choice. Developing brands are like developing countries. Why some large multinational companies are willing to cooperate with developing countries is because there are more and greater development opportunities! Developing brands are like blue-chip stocks in the stock market, with large room for development and fast growth. Only by cooperating with such companies will you gain the most.