Cai Xuefei: Sales scenario and so on are an important direction for the transformation and upgrading of the winery

Zhongxin Jingwei September 7th. Question: Sales scenes, etc. are an important direction for the reconstruction and upgrading of the winery

Author Cai Xuefei Zhixu Consulting General Manager and Baijiu Analyst

As we all know, the sales of wine involved in various aspects such as brands, products, channels, communication, and organizations. For the construction of the winery, re -build these elements and upgrade this key content is the basic guarantee for the sustainable development of the winery. The author believes that there are mainly five directions.

Product scheme

Products are consumer wine solutions. Traditional wine products adopt the development of benchmarking, that is, find differences from the brand concept, design style, and profit design of market competitors, and combine the company's own advantages and resources to launch the corresponding products in a targeted manner. The advantage is that the company competes with similar products in a established market. It is relatively safe. As long as the strategy is proper, the probability of product success can increase significantly.

但那是在竞争强度较弱的市场环境有效，在目前品牌严重过剩，渠道萎缩与产品过度同质化的情况下，这样做的成本已经越来越高，特别是对于许多中小型酒企， It is weak in its own brand power, the channels are not negotiated, and it is difficult to achieve the introduction of product channels, and consumer quality education efficiency is getting lower and lower, which further exacerbates the difficulty of the success of this product strategy.

Taking a logic to think, the fundamental purpose of the product is to meet the needs of consumers 'alcohol. In other words, the product is a solution for consumers' alcohol problems. From this perspective, the winery must re -plan the product line. Social products strengthen the concept of product concepts and the explicit value of the packaging, and redesign from the perspective of degree and specifications, thereby improving the matching of products and consumers; self -drinking products solve the quality of quality The contrast between concepts and price highlights cost -effectiveness; segmented products such as banquets and cultural and creative products re -plan the product drinking and display function based on the scene of the aesthetics and aesthetic design of life, thereby improving the product's self -sales.

Of course, the prerequisite for product solution is that the main brand has the brand culture and quality concept that can support these products in the market segmented market. It is a taboo for moving hard to move. Essence

Sales scenario

The sales of winery rely on the emotional mobilization of consumers. Traditional product sales depends on two points. One is the self -selling power of the product, which shows the self -point rate of consumers under the brand's own appeal; the other is channel promotion, even if consumers are in the consumer information of the purchase venue, the consumer information, In fact, it is channel sales. Judging from the current development trend of alcohol sales, there are huge differences between brands. It is difficult to form a strong brand potential energy among consumers in the short term. Status, so the sales of the winery must re -convert ideas. Sales are not productization and channelization, but scenario.

The sales of the winery itself are the "character -in -one" sales. That is to say, the sales of the winery rely on the mobilization of consumer emotions. The sales of the winery must rely on the corresponding three scenes of brewing, consumption and entertainment. For the sales of the winery, the internal scenario focuses on solving problems such as quality trust, stimulation of wine demand, and product brand recognition. The external scene is to actively plan the corresponding theme interaction with the organization, and carry out conventional and node consumers. Activities, creating and grafting corresponding use of wine scenes, especially wedding banquets, birthday banquets, enrollment banquets, annual meetings and other banquet markets, as well as major node gathering markets such as the Spring Festival and Mid -Autumn Festival are the focus of the winery sales.

Word of mouth

Whether it is brand information dissemination or the transmission of sales information, most of the traditional wine sales are only limited to exposure intensity and channel breadth and depth, trying to establish cognition through high -intensity information release to awaken consumers' needs. Based on the TV network outdoors, holding high and high beating, strong exposure, the large communication mode of a single information source is still the main brand and method of Chinese wine. The underlying logic is that the company wants to complete the consumer brand through passive high -density information to reach the reach Cognition and memory, so as to achieve effective irrigation of brand information, and ultimately affect consumers' purchase decisions.

But we now see that with the advent of the multi -screen age, consumer information is very common, and the existence of "information cocoon houses" has caused personal information to be more closed, which makes it difficult to have concentrated channels for brand efficient communication to spread efficient communication. Instead, it is necessary to rethink how to build consumers and effective brand systems. No doubt is that word of mouth is a new breakthrough.

Chinese wine is a group consumer product, and it is a tool and carrier of Chinese social life. In the current Chinese acquaintance society, consumers are more exclusive to third -party information, but the natural population is more real, and the sense of trust is more. Is it out of the trial of hunting and comparison, and the reputation of word of mouth can maximize the brand information (cultural, concept, story) to vividly convey, thereby reducing the difficulty of consumers' memory and enhancing the penetration of the brand image. The reputation of communication is actually requiring all the information of the enterprise to have stories, spoken, and visualization.

Word of mouth

Any organization that targets profit is essentially a sales organization. All jobs are based on sales, so it is basically product sales orientation in the organizational composition. It is easy to cause the corporate goal to be too short, resulting in lack of long -term development momentum. Especially for some small and medium -sized wine companies, the existence of the organization depends entirely on the sales of personal resource sales to drive (individual and channel individual). This risk is very large, and the individual's state is directly related to the survival of the enterprise. The winery organization is a new type of organization ordered by real consumer services. It has the functions of emotional connection and self -evolution. In other words, the winery is guided by organizational service functions to provide solutions for consumers' wine needs. Whether it is consumers knowing wine, drinking, using wine, selling wine, and buying wine, the winery organization can be connected from a professional perspective, and provides corresponding services and products. Selling wine is only part of the function of the winery organization. Organization can be simply understood as "super customer service".

The winery organization includes internal and external connections and service organizations. The internal mainly refers to production and reception organizations. In theory, all the software and hardware facilities and equipment of the winery can be observed and experienced. There are forms of brand museums, cultural museums, experience halls, flagship stores, counselors, etc., which are built with customers. They are more connected to customers, set up platforms, and realize sales.

It should be noted that the winery organization must be able to play a role, which must be closely combined with social resources, channel vendors, and sales departments in order to complete customer acquisition, screening, and accurate services, and the winery organization must have very high professional literacy Essence

Channel media

All themes related to the winery can be channels, suppliers, sellers, and even service providers are the channels for wine strong to cooperate, and these channels are not only sales functions, but also shoulder to find brand information dissemination and consumer quality Education and other multiple functions.

For the winery, what is more important than the big communication is the fission propaganda of word of mouth, turning all the channels for cooperation into a communication media, so as to use the promotion between acquaintances to form a strong reputation, increasing the credibility and attempt of brand information Essence Channel media is the key node of the winery to carry out various drainage and promotion activities. Through the in -depth bundling of partners, it can effectively solve the problem of precise acquisition of quality promotion, activity customers, and consumer groups.

Strengthen the training and public relations of channel vendors, partners and consumers, carry out activities such as winemaker contests, professional study tour, and other activities. Manufacturers give corresponding professional endorsements to make them leaders of the small circle, so as to carry out various publicity of enterprises through them Activity.

In general, product planning, sales scenario, reputation, communityization, and channel mediaization are an important direction of winery work. It is not necessarily limited to specific forms. The ministry, sales department, etc. As long as the corresponding work can be carried out, it is an important content worth trying. (Zhongxin Jingwei APP)

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Editor in charge: Zhang Yan

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