What can we learn from Jiang Xiaobai’s distribution in Chengdu?
There has always been a famous saying in the wine industry: If you don’t enter Sichuan from the west, you won’t enter Anhui from the east. However, Jiang Xiaobai created an industry legend out of nowhere in this dimpled village of Sichuan. Many people think that Jiang Xiaobai does a good job in communication, but they don’t know that Jiang Xiaobai has excellent traditional marketing skills and its channel distribution and promotion capabilities are better than anyone else.
Determine the strategy
Sichuan is composed of 1 Chengdu, 17 cities, 3 states, and 183 districts, cities, and counties, similar to a giant "crab" , our market layout also consists of one crab belly, two crab claws, and several crab legs. Crab belly, crab claws and crab legs have different market positions, functions and progress strategic positioning at different stages of market layout. As the capital of Sichuan Province, Chengdu is the "crab belly" and is the supply and hematopoietic center of the entire market. Once the crab claws are formed, it can clamp down on its main competitors. If Nanchong is conquered, Northeastern Sichuan will be conquered. If Xichang is conquered, Western Sichuan will be conquered. This is The strategic position of crab claws. The crab legs are just the icing on the cake. Winning the crab legs means that the entire market has entered a state of ease of advancement and retreat.
From the perspective of brand strategy, China's urban development is highly centralized. The gap between first- and second-tier cities and third- and fourth-tier cities is getting wider and wider. The cultural gap is getting wider and wider. Brands will only move from first- and second-tier cities to third- and fourth-tier cities. With line extension and penetration, consumers’ pursuit of brands will always follow the advanced markets in backward markets. Therefore, all resources must be focused on the strategic market "Crab Belly" Chengdu. If the prototype of Chengdu's model market is not created, there will be no base, and there will be no model effect and no tipping point in the entire strategic layout. But as long as the "crab belly" prototype is created as quickly as possible, the effect will be immediate.
After the strategic positioning of "Conquer Chengdu and detonate the whole Sichuan" was clearly defined, the in-depth distribution model was adopted as the core tactic, and the strategy of directly building teams and directly building terminals was clarified, and Chengdu was divided into 7 regions and 7 Column, one base camp + 4 offices. We worked hard to form a team, and after passing the census, we formulated a combat road map, with 60 business communities in 7 districts, and each business community has 200-260 terminals.
In the market launch stage, in order to seize terminals more quickly and efficiently, we formulated a strategy of sending 6 bottles to each outlet (a single-store strategy for AB-type stores). We trade space for time and can only enter quickly first Terminal, with this final kick, follow-up actions can follow. During the launch stage, if old products that were previously unsalable are encountered, they will be replaced one by one to re-maintain customer sentiment and enhance the new brand image.
Leveraging the Snowflake Channel
During the in-depth distribution process in Chengdu’s “Crab Belly” market, our direct sales team found that there are some high-quality outlets in each region that cannot be breached. Some Supreme Point outlets were also unable to enter the store because distributors or competing products had purchased exclusive drinks. Due to certain obstacles in the channel, we conducted an inventory of the channel structure in Chengdu and were pleasantly surprised to find a breakthrough - the channel of Snow Beer.
Snow Beer has more than 200 first- and second-level dealers in Chengdu, with a market share of 1 billion, and a market share of more than 75%. Through in-depth distribution, it cultivates every area with professional business level. , every outlet, many Class AB high-quality outlets have a deep customer relationship with these dealers. Our products and Snow Beer are counter-seasonal complementary products. The peak season for beer is before October, while for Jiangxiaobai it is after October. If the dealers of Snow Beer are allowed to operate Jiangxiaobai, from an operational perspective, costs will be reduced, efficiency will be improved, and the average benefits of people, vehicles, and warehouses will be improved. At the same time, the product structure will be enriched, and it will be able to build its own channel barriers, why not?
As soon as our marketing team made it clear during the meeting, we immediately started working together with the Snow Beer channel. I formulated a one-to-one negotiation strategy and set up a channel development team. The regional industry representative was only responsible for sweeping out information about Snowflake’s regional distributors by sweeping the streets. We visited and negotiated one by one: “Mr. We cover 80% of the outlets and 70% of the terminals are vivid. We will give you a profit of 30 yuan for each item. After the sales volume reaches a certain level, I will reward you with 10 yuan for each item.
Our company has designated areas and dedicated personnel for professional maintenance. We bear the first round of outlet coverage costs. All investments in regional markets and consumer-driven investments are direct investments from us. You only need to do a good job in distribution, coordinated channel maintenance, customer acquisition, and finance. Management is OK! ”
Using the nanny-style marketing model, Jiang Xiaobai has grafted one-third of Snowflake’s distributors, opening up channels for the Chengdu market, so that we do not need to spend energy on channels and compete with competing products, and do not need to compete with competing products. We can consume limited resources in non-strategic directions. We can focus our limited human, material and financial resources on the fulcrum of consumers to leverage the Chengdu market.
I speak for Jiang Xiaobai
Through us. With the desperate fighting style of dozens of brothers, we "invaded" every street in Chengdu and made Jiang Xiaobai appear in thousands of large and small restaurants, hot pot restaurants, skewers shops, food stalls, and noodle shops? You can see Jiang Xiaobai in any consumption scenario of three meals a day.
In this way, it erodes your mind day by day, builds a small brand image in your heart day by day, and conditions day by day. Reflexively chanting "I am Jiang Xiaobai, life is very simple", "eating hot pot, singing songs, drinking Xiaobai and punching". Consumers gradually heard about it, saw it, and understood it. We passed it. Multiple rounds of network coverage and terminal vivid creation have made most consumers very familiar with Jiangxiaobai, and then they began to pry open consumers' mouths and let them really drink.
In order to solve the problem. As for the last one-meter consumer marketing issue, we developed the "I endorse Jiang Xiaobai" campaign. The activity is like this: consumers who dine only need to take photos with Jiang Xiaobai or the "I endorse Jiang Xiaobai" movie announcement card. Upload to Weibo and WeChat Moments, and attach a text: We gather at Dalong_ (the name of the restaurant where consumers dine), and we represent Jiang Xiaobai. After sharing, our promotion partners will open 2— Jiang Xiaobai poured 4 bottles for them and said: Brother, if the wine is not enough, they are sold in the restaurant. The friends completed the opening, consumption and sales actions in one go.
"I will." "Speaking for Jiang Xiaobai" is not just an experience for the sake of consumption experience, it is designed based on three pain points: 1. A consumption scene like a restaurant where three or five friends gather together lacks an emotional medium to ignite the atmosphere of the gathering; 2. Products Secondary communication based on the hot atmosphere of the consumption scene; 3. Consumers really open the bottle and open the lid to drink, instead of just liking my copywriting! This activity solves the secondary communication of the product in the consumption scene and solves the problem of consumers opening the lid. The problem of drinking experience solves the problem of interaction between the product and the consumer scene, killing three birds with one stone.
Having a bar after get off work
Today’s urban young people live a fast-paced life and are under high work pressure. There are more people playing with mobile phones and less meeting with friends for meals. In order to break the shackles of the "post-80s" and "post-90s" groups of steel and concrete, break the excuse of "we live in the same city, we haven't been together for a long time", and break the "you and I will always be here" "Meet each other in the circle of friends" to break the indifference and helplessness of "colleagues and comrades have never been drunk together and sobered up together". We should use a real drinking date to subtly change the virtual social interaction of this group of people, and use a bottle of wine to advocate healthy Wenwen’s social interaction strengthens their interactive stickiness and rewrites their lifestyle.
Therefore, we have a high concentration of new generation groups in major CBDs, high-tech zones, software parks, and entrepreneurial incubation areas in Chengdu. A vigorous local promotion campaign of "Meeting a Bar after Work" was launched in various places, as well as places that must be passed by the subway entrance when commuting to and from work, just to create a face-to-face drinking scene for this new generation of people who suffer from "silence syndrome after get off work".
The content of the activity is very simple and easy to operate: 1. The target group of consumers take photos of our products and share them through "Double WeChat" and @three or more friends to make a drinking appointment with the words "I have wine and you have it" Story, let’s make a date at the bar after get off work! ” 2. If it’s an enterprise unit department gathering, through our H5, provide the party time, location, number of people, and the amount of wine, and we will arrange for the regional person in charge to deliver it. Wine is a kind of emotional drink. It can amplify our emotions and help us express them better. Living in the present, we don’t need romance, nor do we need to be imaginative. We only need a sincere listening and clinking glasses between friends. We are not working machines, and our family and friends should not become victims of work. Save the "silent syndrome after get off work". After get off work, let's go out for a drink! Not for socializing, not for blending, not for getting drunk, just for a simple and pure gathering between brothers and best friends.
Dear Xiaona
We often think about how to open up some closed and high-traffic traditional media with social platforms to form interactions and attract consumers through the offline entrance with high traffic. Accurately divert traffic online to interact with the brand. After our screening, we locked the subway frame media, leveraged this traffic entrance through the "Jiang Xiaobai" body, and pulled the offline audience from the subway media entrance to interact on Weibo. This is an advertisement we released in the Chengdu subway that year. We invested more than 100 yuan and made a direct connection and interaction with Weibo: "Dear @小娜: Winter is here in Chengdu. Will it be cold in Beijing? I drank today. I miss you so much. My brother who drank with me told me that the first person I think of after drinking is my favorite. Is this called telling the truth after drinking? I have already vomited and cannot take it back."
With this copy, we have an insight into the needs of human consumption, because our work pressure is very high, which leads to many long-distance relationships. When such a netizen sees this slogan, he will definitely take a photo of it. , share @the person he misses, which creates a point of active communication for consumers.
Finally, it is worth mentioning that in the era of mobile Internet, traditional companies must know how to use new marketing to redefine themselves and use the power of new marketing to upgrade and transform their own companies and brands.