As the countdown to 2023 begins, most wine merchants are feeling "under pressure".
Some liquor brands are obviously upside down, inventory pressure is on the high side, market squeeze competition, and terminal sales difficulties ......This year, the pain points and blockages of alcohol circulation broke out intensively.
On December 19, at the 2023 China International Famous Wine Expo held in Yibin, Song Shuyu, chairman of the China Wine Industry Association, said, "2023 is an extraordinary year in the history of the development of the wine industry. The cyclical and structural contradictions of the wine industry are intertwined, and the contradictions of aggregate demand are prominent, showing the characteristics of market share concentration, white-hot brand competition, fierce competition, and large-scale development of production areas." The chill felt in the wine merchant market is one of the manifestations of the cyclical and structural contradictions of the wine industry.
In the face of a severe market, how can wine merchants break the situation?
Recently, Yunjiu Toutiao visited the market and found that even if the general environment is unsatisfactory, there are still wine merchants who continue to change and keep pace with the times through methods such as chain link C-end, squeeze competition, and online consumer portraits, and the company's performance will be stable and progressive in 2023, and even show double-digit growth.
In the era of no interest rate difference, how to break the chain situation?
In 2023, liquor will be inverted in a large area, and it will be more and more difficult for liquor merchants to rely on price differences to maintain operations and make money." Talking about the upside down, Deng Guoyin, general manager of Chengdu Zhicheng Hengtai Liquor Chain Company, which has more than 30 chain stores in Chengdu, has deep feelings.
According to Deng Guoyin's analysis, after the famous liquor was upside down, the liquor retail center declined significantly. On a certain Duoduo platform, the retail price of famous wine is dozens of yuan lower than the ex-factory price. In order not to lose customers, the profit of a bottle of 1,000 yuan famous wine sold by chain stores is about 20 yuan to 50 yuan, and more than 60% of the best-selling products of liquor chains are famous wines, and the profits are "as thin as a blade", which causes great pressure on the operation.
In the case of smaller and smaller spreads, it continues to adjust, cooperate with manufacturers to do a good job in market promotion, in-depth service to consumers, and transition from earning price spreads to providing value-added services.
In order to cooperate with the manufacturer's marketing promotion, for example, wine companies will organize tasting meetings, factory tours, banquet wine, scan the code and come to a bottle and other activities every year, Zhicheng Hengtai Liquor Chain Company will give full play to the advantages of the store to cooperate with the implementation, and wine companies are also willing to invest a lot of resources. If consumers buy wine, they can send corresponding gifts, travel, and even return to the factory. As a result, its comprehensive operating costs have decreased, and consumer satisfaction has increased significantly.
On the other hand, it has accumulated a large number of C-end customers for many years, and each store opening requires the establishment of several WeChat groups, through the purchase of wine scanning code ** and WeChat interaction, to maintain customer stickiness, the company's employees also free of charge for the purchase of alcohol customers to improve consumer satisfaction.
In recent years, Zhicheng Hengtai Liquor Chain Company has also strengthened the dissemination of Douyin short **, and the public domain has been converted to the private domain to develop a large number of fans. Because it can be linked to the C-end, many liquor brands are willing to cooperate with it and can also get the corresponding service fees.
Deng Guoyin said that the era of no interest rate spread in the inversion of famous wines has indeed put pressure on retailers, and also forced the company to transform from earning price spreads to providing services. In 2023, the company's revenue will be flat year-on-year, achieving the goal of stability.
Squeeze competition, county-level cities have an annual sales of 40 million
At the end of 2023, the year-end inventory will come to an end, and Qiao Jiafeng, general manager of Zhongnan Liquor (Changshu) **abbreviation: Zhongnan Liquor) in Changshu, Jiangsu, said that the annual sales task of 40 million issued by Jinshiyuan was successfully completed.
In 2023, the squeezing growth of the liquor industry, how to break out of the encirclement?Qiao Jiafeng has worked hard to "grab", "force" and "surround" the market.
Grab the market. There are many tea shops and mid-to-high-end auto repair shops in Changshu, and consumer customers also have a demand for wine.
In 2023, Zhongnan Liquor will take the initiative to form a "cross-industry alliance" with it, set up a pile of Jinshiyuan products in tea shops, and give free paper towels with Jinshiyuan logo to car owners in high-end auto repair shops.
Forced execution. Zhongnan Liquor has been deeply involved in the tobacco and alcohol market in Changshu for many years, and many tobacco hotel owners have ordered and sold to ** customers in their companies, but there are also individual tobacco hotels that have not passed on all sales policies to consumers.
In order to strengthen the implementation, Zhongnan Liquor requires the owner of the cigarette hotel to submit all the customers to the system, and after the order, it will directly deliver and provide gifts and benefits to consumers.
The 2023 Guoyuan V Series Egg Breaking Masters will be held in Changshu, and Zhongnan Liquor has also established contacts with many associations, chambers of commerce, and enterprises, accumulating a large number of customer resources.
Create an atmosphere. Squeezing growth requires more competition in the team.
At the beginning of the year, Zhongnan Liquor signed a target responsibility letter with the operation team, and put the business personnel into three grades: "unfinished", "qualified" and "exceeded", and implemented them into the box to facilitate the gradient. The head of the department may also receive a team award for completing the annual task. It is precisely because of the incentives in place that the company will complete the overall task in 2023, and the income of employees will also increase.
Consumer portraits, local life innovation
In 2023, Hebei Jiulang E-commerce *** referred to as "Jiulang Company") will show double-digit growth, and the annual sales of a series of products of a liquor company in Luzhou will be 100,000 boxes, and the online sales will be 150,000 boxes.
Online sales have soared, and the marketing "secret treasure" of the company that sells wine is the continuous improvement and enrichment of consumer portraits.
In 2018, the wine seller company cooperated with the ** Luzhou series of liquor in Hebei, and the first three years were tepid. In 2022, it increased its real-time retail, and immediately began to open an account in Douyin Shijiazhuang Local Life, selecting multiple anchors to form three teams to sell alcohol online through local life.
Why do you have to build three teams?Wang Shangqing, the founder of the wine seller, said that the content of the three teams is different, some are benchmarked against mass consumption, some are benchmarked against white-collar middle-class wine, and some are benchmarked against corporate bosses with wine, and the anchor's image and speech are also designed accordingly, and after the launch, they continue to test fan preferences and adjust accordingly, accumulating about 40,000 fans on Douyin in a short period of time, and the conversion rate of buying wine is about 10%. Among them, the best effect of benchmarking white-collar middle-class wine is the best, and the wine seller has also determined to promote the main 599 yuan box (4 bottles) of products.
Having accumulated a certain number of fans, how to generate stickiness and further understand customer needs?
The company stipulates that after the customer places an order online, the anchor must go in person to send the wine for the first time, and through in-depth communication with the customer, further understand the customer to improve the portrait, and at the same time give the customer gifts, and everyone has changed from doing business to making friends.
According to Wang Shangqing's analysis, the competition for selling wine on Douyin is fierce, and the cost of acquiring a customer is more than 10 yuan, while the local life is relatively focused, and the cost of acquiring customers is only a fraction of the former.
In 2024, the wine seller is ready to further sink to the online promotion of local life in the county. Wang Shangqing predicts that the county will be more concentrated, and if the local life portrait is appropriate, the sales volume will be very considerable.
In 2023, the liquor industry will face many contradictions such as upside down, declining profits, and slow sales, and the performance of liquor merchants will be under pressure and will be differentiated, which will become the norm.
Management guru Peter Drucker put forward three famous questions in his classic book "The Practice of Management": What is our business?What will our cause be?What should our cause be?If wine merchants think deeply along these three dimensions, they may find the answer to break the game.
The above three cases also show that although the overall environment is unsatisfactory, there are still wine merchants whose performance is stable or even double-digit growth, as long as they carefully analyze their own advantages and disadvantages, do a little deeper, more refined, faster than their competitors, and get closer to consumers, they can still successfully break the game.