Recently, a lot of friends have sent private messages to ask me how to enter the game and sell alcoholHere I think it is necessary to write an article to sort out this topic.
Before we get started, tell a story. A few years ago, for this kind of consultation, I generally advised fans not to enter the game to sell liquor, because the field of liquor is deep, and it is easy to be cheated if you are not careful, and it is precisely because of this that I dissuaded many friends from the idea of making liquor. But two friends gave up making baijiu and switched to red wine and tea. The result can be imagined, and a few years later, a lot of money was also cheated. Since then, I've been thinking about what I need to pay attention to when making baijiu. Although there are many deep holes in this industry, at least I have been here for so many years and seen so many things, and my friends really want to start, I can also give some information and advice.
In fact, friends who really want to invest money to make this kind of goods, he is not only concerned about liquor, but also blindly saying that liquor is very pitted, no channels, no resources are not recommended to come in, these friends will only use their own channels and money to invest in red wine, foreign wine and tea, these fields also have a lot of pits, not to mention that I don't get involved in these fields, and I can't give effective advice to others. Of course, the advice I give is not to make baijiu, but to give some references, and then you can evaluate whether you are suitable for baijiu or not.
Here's my advice. Entering the game to make wine is nothing more than to complete these processes: 1. Sort out your own customer resources and understand how many goods you can ship in a year2. Take some goods in small batches and try to walk around the circle to see how they sell3. In this process, take inventory, how many profitable products can be produced in a year, and how many low-profit standard products of large factories can be produced, so as to make a clear cash flow and profitability of wine, and determine the direction of expansion4. Expand on this basis, and the direction of expansion is nothing more than to increase payment and lower the upstream to take goodsServe customers, increase customer viscosity, and improve customer conversion rate;Participate in some events, collaborate, and get more customers.
These are the main things to make wine in the game, but it is necessary to deeply sort out the ever-changing content, which varies from person to person, and different people have different ways to play according to different actual situations. Let me talk about a few key points of the transformation into winemaking.
Liquor is not a fast-moving consumer product, it is not that if you take a brand of liquor**, there will be channels and consumers looking for you. Many people enter the liquor market because they see the high profits of liquor, but they use the thinking of FMCG to analyze the industry, but anyone who uses this thinking to analyze the entry of the liquor industry has lost a mess.
Liquor marketing is very customer-eating, very circle-eating. If you don't have a network, it's hard to make sake. At present, there are many young people who start a business to do traditional cigarette hotels, in fact, most of the traditional cigarette hotels are to be eliminated, and the current profit point of traditional cigarette hotels is mainly cigarettes, because it is not profitable to sell liquor from large factories. Wine merchants often make money by selling large private label wines, small and medium-sized brands and customized wines, but this requires a viscous customer who believes in you.
For new wine merchants who do not have customers, you must keep your own capital chain, because you have a long period of precipitation, this period is mainly to understand the industry, know how to play, accumulate customers, and do a good job of tracking services, understand their needs, and do a good job of laying the corresponding goods.
In terms of product layout, customized liquor with large factory lineage, large factory OEM and flexible policies are indispensable, because these three categories of products meet the wine needs of most consumers, and also cover the drainage products and profit products demanded by wine merchants. For these three categories of products, we must not put more pressure on funds, achieve full coverage of products as much as possible, and make the wine sales policy as flexible as possible.
The rest is to serve and guide customers to consume profitable products, the so-called guidance is to take consumers to the store to taste, communicate with them more, communicate with them, and understand their ideas and needs. For the cigarette hotel, in fact, there is an advantage, that is, it can be made into a liquor experience hall, after all, there are all kinds of liquor from large factories, you can experience it by setting a table, and the rest is to let consumers taste blindly, so that consumers can understand the quality level of small brands and customized wines, so as to complete the transformation.
The future of liquor marketing is the private domain, the private domain relies on customer relations and services, and the liquor service requires professional knowledge of the industry, not politeness, enthusiasm, and sweet words. Among the various types of wine merchants I investigated, the most customers were those with strong social backgrounds and connections. The rest have deep professional knowledge of liquor, and some liquor merchants will do Moutai and old liquor appraisal, and people with identification needs often come to him nearbySome of them are very good at wine tasting, and they will also guide consumers to taste wine, and often hold wine tasting and experience activities, so professional knowledge of the wine industry is very importantSome will do the Internet, be very good at yourself, and let online customers know that you understand wine and have good product ......
In addition, many wine merchants also have their own hobbies and circles, which is also a plus point for gaining customers, for example, some wine merchants like swimming, hiking, cycling, playing ball, calligraphy, chess, ......These hobbies will have a circle, and there will be some people in this circle who have the need to consume alcohol, and integrating into these circles can not only be enjoyable, but also gain some customers.
Of course, many wine merchants who change careers have their own resources, and they sell wine part-time to play, so for such friends to play wine, they must not press too much money and scatter too much energy. After all, you have a main business, and you have to maintain this circle. Friends who do this kind of wine business often jump into a kind of pit: that is, in order to get an advantageous price, they often buy too many goods.
A friend once consulted me, my private domain can only produce 50 pieces of goods a year, can I get 200 pieces of goods cheaply, and then 150 pieces of goods at a low price to the cigarette hotel?Friends who think this way, I just think you think too much. The owner of the cigarette hotel has a wide range of information channels, and he already knows what you can get. At present, cigarette hotels are doing business in groups, each boss will take a little wine, and then distribute the goods to other cigarette hotels, and people interact more, the relationship is close, and the wine business is more familiar than you, do you think you can open their channels by selling wine at a low price?
Therefore, for the circle of wine merchants, do not consider shipping the goods outside your circle, because you are not a wine merchant specializing in wine, and without the corresponding contacts, experience and resources, it is very difficult to ship in the outer circle.
For new wine merchants, it is very important to explore and try, especially for wine merchants in the circle. Many friends came to me one-on-one to consult on how to change careers to become a wine merchant, and I consulted a lot, and I told him a lot, and he felt that it was very rewarding, but he did not move. In this process, if he takes someone else's wine for marketing, then it's okay to say that if he doesn't take wine, this hesitation is meaningless. At the beginning, you can take a piece of wine, drink it to your leaders and friends, and see their feedback, if you don't try it, you will never know what to pay attention to. To do circle marketing, everyone's situation is different, and the selection and gameplay are also different, so you have to experiment, other people's experience is an important reference for you, but it may not be effective for you.
Finally, wine merchants must move around and communicate more, especially wine merchants who are in circles. Because the customers of the circle of wine merchants are closed, there is no situation of poaching customers between wine merchants, and the exchanges between circle wine merchants are all discussing how to do a good job in this market, how to make the customer conversion rate high, and then exchange resources with each other. It can be said that there is no reservation in the exchange between the circle of wine merchants, and the relationship between them is not a competitive relationship, but a mutually reinforcing relationship.
In general, new wine merchants must be exploring and doing wine business at the same time;Liquor is not a fast-moving consumer product, and now there is no situation where you take a brand of liquor**, there will be consumers coming to you;At present, the business requirements for liquor marketers are gradually increasing, and now it is not like before, who can speak and fight wine to get customers;As a wine merchant, you must move around more, whether part-time or full-time, get to know more people, and broaden your mind, which will help you explore new resources, find new tracks, and get new ways to play. For this article, I have sorted out the frequently asked questions about consulting this kind of information, and if you have any thoughts and questions about changing careers to liquor or new wine merchants, please leave a message in the message area, and we will discuss it together.