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How to stand in the "window" of liquor sales in the peak consumption season after the epidemic?
Affected by the epidemic, after missing the Spring Festival consumption peak season, Xiaoyangchun in March and Dragon Boat Festival, the liquor market finally started a slow recovery mode in the Mid-Autumn National Day peak season. It can be seen from the three quarterly reports disclosed by many wine companies that although the sales performance showed a warming trend, the warming speed did not meet market expectations. In addition to Maotai, Wuliangye, Fenjiu and other head liquor enterprises and some strong regional liquor brands, the performance of other liquor enterprises has fallen sharply.

Offline channel

This new retail store pays attention to fine service.

On the street of Yunying Road in Chengdu, which is less than two kilometers, there are liquor warehouses, Meyer liquor stores, 19 19 and other large liquor retail stores, as well as many traditional tobacco and alcohol retail stores. During this small sales season, their situation is very different. Compared with traditional tobacco hotels, there are few shops, and there are a constant stream of customers in several shops focusing on the new retail business of wine industry. Why is this?

Refined service, new retail is more favored by consumers.

What are the differences between the new retail platform and the traditional consumption channels? Huang Wenheng, an expert in liquor competition strategy consulting in China and the founder of strategic consulting in Han Heng, believes that liquor retail business with offline terminal stores, online sales platforms, upstream liquor enterprises and downstream direct consumers as the main body can be called "new retail of liquor industry".

What are the advantages of new retail platform? According to Tian Zhuopeng, founder of Zhuopeng Strategic Consulting, the new retail based on digital development has a better understanding of consumers' psychology and can more accurately match consumers' personalized, diversified and fashionable consumption needs. In short, "service is more refined".

Refined services are first reflected in the ability of new retail to integrate online and offline channels. "I have been to several tobacco and alcohol specialty stores, and they are out of stock, just your home." After logging in to the "wine warehouse" applet, a consumer found that there was Salona original white beer in the store, so he went to the offline store to buy it, saving a lot of time to find goods. This shop covers an area of about 50 square meters. There are electronic display screens on both sides of the store door to play all kinds of alcohol information. The store is divided into liquor, foreign wine, liquor Golden Triangle, 99 yuan District and other areas. The products are clearly classified and neatly placed.

Refinement is also reflected in the combination of products and purchase policies. Next to the wine warehouse, it is the "also buy wine" Wuhou Tianle Street store. There are all kinds of fashionable wines in the shop, and the old wine area is on the left of the front desk. The highest price is Jian Nanchun in the 1980s, and the retail price is close to 5,000 yuan/bottle. Further inside, there are various classic products of "Six Golden Flowers". The store has also set up different forms of preferential activities such as "buy one get one free", "half price for the second bottle", "buy two bottles for designated goods", "combined special price" and "limited special price". Great concessions and diverse activities can meet the different needs of consumers, and the sales situation is good.

Pay attention to consumer experience and improve consumer brand stickiness

20 15 Goethe Xiang Ying, the largest wine operator in China, spent 600 million yuan to buy wine in buy buy, becoming the controlling shareholder of the largest wine e-commerce company in the world. In terms of business scope, it also mainly buys alcohol, and sells cigarettes, tea, wine vessels, old wine, etc. In terms of sales channels, there are both offline stores and online "buy wine" apps. Consumers can not only buy goods online, but also add store manager WeChat to place orders directly. In addition, you can register as a member with your mobile phone number for free, and you can also enjoy preferential services such as member discount price, shopping points, point redemption and free delivery.

A similar situation is also common in ordinary tobacco hotels, and the offline sales channels have also become more obviously differentiated. The "small but refined" traditional tobacco hotels are not as good as before, and the customers are being diverted by the new retail stores of large chain wine industry. In the fierce competition between the two types of offline channels, some famous wines seem to prefer new retail stores.

Cloud-based sales e-commerce platform creates more glory.

"Double 1 1" has achieved considerable success, and liquor sales have increased in retaliation.

This year's "double 1 1" liquor sales can be described as "retaliatory growth".

According to the "five-minute category" data released by supermarkets in JD.COM (referring to the statistics of "double 1 1" in the first five minutes of supermarkets in JD.COM), fruit wine increased by 40 times, Maotai-flavor liquor and craft beer increased by 20 times, and high-end liquor increased by 12 times.

Maotai, Wuliangye, Fenjiu, LU ZHOU LAO JIAO CO.,LTD, Yanghe, Langjiu, Xijiu, Jiannanchun, Niulanshan and Fang Shuijing occupy the top ten in the sales list of liquor brands in JD.COM. It can be seen that famous wine enterprises have basically won a great victory in this competition.

This year's "double 1 1", the new consumption scenarios of major e-commerce companies have expanded again, bringing consumers a rich consumption experience. Many celebrities, entrepreneurs and even employees in the wine industry also participated in the live broadcast. In the live broadcast of "The President is Coming" organized by Tmall, Yang Lingjiang, the chairman of 19 19, personally delivered the live broadcast, and the number of online viewers exceeded 30 million in less than half an hour.

165438+1October 10 At 20: 00, Yuchan Liquor Marketing Department planned to be a part-time anchor with goods in Li Zhihui, and introduced preferential policies such as 50% discount on explosive products, limited time spike, buy one get one free and so on in the live broadcast room, which led to the sales of Yuchan Daqu exceeding 8,500 boxes.

The proportion of online channels has increased, and wine sales have gradually moved to the cloud.

The report "Insight into the Development Trend of Sichuan Liquor" shows that at present, the proportion of online sales of Sichuan liquor has increased from 3.85% in 20 17 to 8.27% in 2020, and the proportion of offline sales has decreased from 96. 15% in 20 17 to 91.

"With the widespread use of digital tools such as smart phones, consumers prefer to spend through convenient and fast intelligent platforms, especially in the field of alcohol consumption." According to He Yong, Secretary-General of China Liquor Association, the number of people who consume through digital platforms and the Internet is rising rapidly, especially during the epidemic period, when traditional consumption channels almost stopped, online consumption basically supported the consumption scene of the whole wine industry.