Text |Qiu Mengsi.
In the context of the weak cycle and squeezing growth of the industry, the "momentum" of enterprises and practitioners is particularly important. With less than a month to go before New Year's Day 2024, some companies have launched a fierce offensive.
Recently, Weijiu learned from the market that from the end of October to the beginning of November, seven regions across the country, including Hunan Region, Hebei Region, and Tangqinjin Region, have successively held the 2023 closing and 2024 opening mobilization meeting to deploy the work of the next peak season, emphasizing the importance of creating a core terminal atmosphere and promoting dynamic sales, and taking the lead in the industry to start the Spring Festival campaign.
It is understood that after nearly a year of marketing reform, drunkard liquor will be released during the Spring Festival and Friday this year.
1. Sales nodes such as the Dragon Boat Festival and the Mid-Autumn Festival and National Day have relatively prominent market performance, and inventory digestion and terminal sales have improved; The mobilization meeting carried out in all regions of the country once again pointed out the direction of deepening key markets and accelerating channel sales, gathered team consensus, and stimulated market momentum.
Build confidence and actively "build momentum".Why is it so important to build momentum? In the view of industry insiders, the current market situation makes channel providers lack confidence in liquor, and to rebuild confidence, one is from the judgment of the future trend, and the other is the feeling of the market atmosphere.
In 2023, the core work of alcoholic liquor lies in this, that is, to maintain the market** and stimulate terminal bottle opening, so as to improve the satisfaction of dealers and promote the sales of alcoholic liquor into a positive cycle. The recent mobilization meeting continued and emphasized this direction of work.
At the meeting, Wang Hengjun, deputy general manager of the sales management center of Xiangquan, made arrangements for the key work in 2024: managing the first grade, building terminals, and doing dynamic sales. He said, "It is necessary to find sales and channel replenishment in an innovative and flexible way, and go all out to do a good job in market sales." ”
According to Weijiu, it is specifically promoted from four aspects: first, to create a strategic single product in Hongtan and increase the layout of the wedding banquet scene. Special expenses for Hongtan products will be given to enhance the overall market consumption atmosphere of alcoholic liquor with core single products, and the sub-high-end strategy will be steadily promoted.
Second, we will firmly promote fee reform and continue to strengthen BC linkage. Through digital marketing methods, improve the rate of consumer bottle opening and code scanning, so that consumers, terminals and dealers can be incentivized, and promote the digestion of channel inventory.
Third, do a good job in market maintenance and cleaning up goods. Adhere to the "price" before the "quantity", focus on the stability of the price of core products, and strictly control the management system.
Fourth, carry out the channel construction of specialty stores and core terminals. Through the construction of specialty stores in various county-level markets, we will strengthen the sinking of alcoholic liquor in the Hunan base market, and continue to shape the consumption atmosphere to deepen the control of end consumers.
Build the "Hunan Division" to strengthen the base marketIt is worth noting that Jiuguijiu has also recently established the "Hunan Division", which is responsible for the operation and sales of the Hunan market.
At the previous shareholders' meeting, the drunkard proposed that in the future, it will no longer emphasize the large-scale layout of the country, but choose the regional market with cooperation foundation and brand foundation, including Hunan, Henan, Shandong, Hebei and other places, and the focus will be on the control of the terminal and consumer cultivation.
The establishment of the "Hunan Division" can see the continuity and unity of the alcoholic liquor strategy。Jiujiu also further said that in the future, the "Hunan Division" will be responsible for the operation and sales of Hunan, and will cooperate with the introduction of more professional personnel to be responsible for the fine operation of the Hunan market, further sink the sales network, and strictly control products, customers, and products.
The Hunan Division will enhance the importance of Hunan as a base market, and next year the alcoholic liquor will further make the Hunan base market bigger and stronger, and improve the scale of the Hunan market.
On November 21, the store business department of the Hunan Business Department held the 2024 development planning conference in full swing, and elaborated on the development and construction plan of the Hunan store in 2024 from four aspects: store positioning layout, sales policy, staffing and management regulations, and clarified the overall development direction of the department.
In the eyes of industry insidersCompared with other regional strong brands, the proportion of alcoholic liquor in the province still has some room for improvement, which is the inevitability of the establishment of the Hunan Division; The deep cultivation of the local market can help alcoholic spirits concentrate on big things, better play the effect of cost reform, and strengthen the cultivation of end consumers
In addition, in recent years, the scale of the liquor store has been continuously improved, which has become an effective supplement to the channel, and the Hunan business department will take the store as the top priority of the layout, which is also conducive to the spread of brand and culture, and accumulates sales potential.
Resolutely reform and follow the trendNow standing at the end of the year, looking back at the market action of alcoholic liquor in 2023, Weijiu found that drunkard liquor is not only "building momentum", but more importantly, following the "trend", that is, keenly aware of market changes, firm reform, and working together with partners to break through.
First of all, Drunkard Liquor has tightened the front and improved sales efficiency with a more focused strategy.
As mentioned above, this year, Jiujiu Liquor has increased the regional market layout with cooperation foundation and brand foundation, and concentrated resources on the strategic highland market; In terms of products, we focus on creating large single products, with Hongtan 18 and Hongtan 20 as the core, carry out product and sales linkage around important festivals, and at the same time renew the Xiangquan brand and launch new products at mass prices to meet the needs of the consumer market.
Secondly, the drunkard has always taken the management and promotion of sales as the core of its work.
For the model market outside the province, Jiujiu Liquor continues to carry out market development and channel construction with "focus, penetration, and dynamic sales" as the core, and does a good job in the construction of the core terminal atmosphere and dynamic sales by carrying out the forms of Fuyu thank-you meetings and tasting meetings, so as to improve the terminal corkage rate and product repurchase rate, and enhance the scale of the model market.
Finally, the drunkard liquor will build the core terminal to the ground, and enhance the confidence of dealers with the market atmosphere.
In terms of specific measures, drunkard liquor further deepens the co-construction of manufacturers, clarifies the responsibilities of manufacturers, and subdivides the construction of channels; Strengthen terminal execution, rely on the digital management system, realize electronic signing, direct investment of expenses, improve service efficiency, and promote the sinking and distribution of customer inventory. According to data, the core terminals signed by alcoholic liquor in the first half of the year have exceeded that of last year.
Some industry analysts believe that this year's economic situation and market changes are a great test for liquor companies, in which it is not only necessary to see the problem, but more importantly, to face the problem and solve the problem, and the latter two points are also the value of alcoholic liquor. As the effect of the fee reform continues to become prominent, it is believed that the sales of alcoholic liquor will have a qualitative change in 2024. 