background
Under the background of increasingly fierce competition in liquor market, manufacturers have to work hard on market segmentation and channel segmentation. Therefore, channel division, characteristic channels and proprietary channels have become the only way for enterprises to innovate channels. These channel innovations are fully reflected in some middle and high-grade wines, ultra-high-grade wines and gift wines. For this reason, the group purchase channel came into being. For example, Wuliangye, Maotai, Guojiao 1573 and Fang Shuijing all have similar group buying departments, which re-explore and re-develop on the basis of traditional channels, thus creating unique market segments.
In recent years, group buying has always occupied a large share in liquor sales channels, and many liquor companies spend a lot of manpower, material resources and financial resources to operate the group buying market every year. However, it is an indisputable fact that group buying is becoming more and more difficult, and there are more and more cases of extensive planting and poor harvest. To this end, I specially summarize and put forward some suggestions on group buying for your reference.
First, the purpose of group buying
The purpose of developing group buying business is to influence the consumption of high-consumption groups such as government, enterprises and social white-collar workers, and to drive the consumption circle around the government. Through the example strength of these social core groups, we can establish the middle and high-end image of enterprise products, promote the promotion of product brands and expand brand influence, thus driving the sales of the whole product line.
Second, the group purchase object
Although the group purchase channel is an important sales channel among many channels of liquor, this channel is unclear and invisible. Although manufacturers generally know the direction of group purchase consumption, it is not easy for many manufacturers to find specific group purchase consumption units and people.
Because of the scarcity, exclusiveness and concealment of group purchase consumption resources, it depends on network resources, relationship resources, power resources and information resources. These resources need to be accumulated for a long time, and everyone's resources in this area are limited. It is generally not easy to find people with more group buying resources. Therefore, if an enterprise wants to do group buying, it must find people with network resources, relationship resources, power resources and information resources, and concentrate the scattered resources for its own use. Therefore, if you want to make outstanding achievements in the group purchase channel, you must have a group purchase customer file and a good customer relationship.
Orientation will focus on collecting units or people who are consumed by local governments and enterprises and belong to the middle and high price range. For example:
1. Party and government system: reception room or hotel, public office (including traffic police), procuratorate (including anti-corruption), legal office, four major team departments and governments at all levels.
2. Law enforcement system: industry and commerce, national tax, local tax, quality inspection, technical supervision, environmental protection, customs, commodity inspection, tobacco, transportation, highways, auditing, land and epidemic prevention departments, etc.
3. Financial system: China People's Bank (CBRC), four major state-owned banks, commercial banks, credit cooperatives, insurance, trust and securities.
4. Communication system: Mobile, Unicom, Telecom, Postal Service, Netcom, Tietong, etc.
5. Energy system: electric power bureau, water supply company, natural gas company, oil department, etc.
6. Culture, education and health: education bureaus, schools, television, radio, newspapers, health bureaus and major hospitals.
7. Military police system: local garrison, armed police, fire brigade, etc.
8. Powerful enterprises: local leading enterprises, foreign-funded enterprises or powerful large and medium-sized enterprises.
For the above units, the specific public relations objectives are:
1, the purchasing staff of the unit that often organizes meetings and trainings;
2, holiday units often organize people and units for dinner;
3, commonly used wine welfare units and personnel;
4. Enterprises that present wine to customers;
5. Hotels, personnel or wedding group buying companies that often organize wedding wine (wedding wine).
6. You can also cooperate with social group buying brokers or other supporting products in other industries to enjoy customers.
In addition, wedding banquets, conferences and parties are generally connected through the reservation desk, and large units that often consume are also familiar with the people at the reservation desk. If the hotel reservation desk staff can become our part-time salesman, this business is also a potential sales channel for off-season sales; If we give the staff at the hotel reservation desk a certain commission, I believe they will accept it. At the same time, it is much easier for us to establish contact with the people at the hotel reservation desk than for us to find the person in charge of the group purchase of major units. Because wedding banquets and conferences generally do not use hotel wine, there will be no conflict with hotel sales.
Third, the group purchase price
For large group buyers, fuzzy market adjustment can be made through promotion (provided that when the group purchase price of a product is higher than the circulation price, it can be equal to the market price through similar forms of buying gifts or activities), which leads to group buyers avoiding the psychological imbalance of group buyers or consumers caused by price inconsistency and hurting the reputation and reputation that enterprises have worked hard to establish.
Fourth, in terms of group buying channels.
Doing a good job in group buying and maintaining good relations with other traditional channels can optimize group buying channels and promote traditional channels. In the operation of group buying, manufacturers must handle the relationship with distributors and integrate resources. Manufacturers need to vigorously operate and cooperate with local distributors. On the basis of in-depth communication and coordination with dealers, manufacturers will make full use of their own development and cooperative development methods, take manufacturers as the center, and make full use of their own development teams to make up for the incompetence and inoperability of dealers. Only a large number of extensive and multi-point manufacturer resources and dealer resources can have a comprehensive impact on the market, so as to achieve the purpose of starting the market.
Verb (abbreviation for verb) group buying team
Manufacturers need to set up a special group buying department, and the corresponding leaders of the manufacturers will take the leadership position of the department to realize the equivalence and communication with group buying customers in their posts. For the direct control market, enterprises can hire retired officials or people close to the core opinion leaders as or concurrently, and at the same time effectively attract the purchasing department or office director of enterprises and institutions as internal personnel, and also find some group buyers with high comprehensive quality and professional liquor knowledge. Because they have different customers. In the eyes of model customers, they directly represent the image of the manufacturer. Unlike in the past, group buying can be done by eating more vegetables, kickbacks and gifts for lesbian relationships. What is needed now is a systematic work, that is, a trinity marketing system of product development, organization and channel operation. When the group buying department develops to a certain stage, the group buying department of the manufacturer should be operated by special people from different industries, such as the special person in charge of the financial port and the special person in charge of the communication port. This is more conducive to integrating resources and highlighting market advantages.
Six, group purchase operation
On the surface, the group buying market has shrunk quite seriously: many enterprises and institutions canceled the distribution of welfare products, or distributed cash, vouchers and shopping vouchers instead; The newly-increased foreign-funded enterprises and private enterprises lack the awareness and budget to distribute welfare products.
These situations have indeed led to the traditional large group buyers have been reducing the purchase of welfare products, but let's analyze the example in depth, and it is not difficult to find that there are still many new opportunities.
Case study:
Example 1: state-owned enterprises
State-owned enterprises are facing a wave of restructuring, which is also the most tense and delicate time for the relationship between cadres and the masses: on the one hand, employees are worried about their future career prospects, on the other hand, they are wondering whether the management has gained special benefits in the restructuring; As the management of the enterprise, it is also worried that the restructuring will not get the support and response of employees, and it will be in big trouble if it rises up against it. Therefore, at this stage, it is very important to appease employees. Money is the simplest means of appeasement, but the cost is too high. It is better to send something to stabilize and ease the mood of employees.
Example 2: Private enterprises
People's awareness of law is increasing year by year, and more and more company employees learn to use legal weapons to safeguard their rights and interests. This year, the business of labor inspection departments around the country is particularly good, because there are more labor disputes than in previous years (pay attention to relevant news reports). As the boss of a private enterprise, in the face of the pressure from employees, we should take some mitigation measures anyway, and simply send something to alleviate it first. After all, distributing things can promote the healthy development of labor relations. More importantly, the cost of sending things is controllable: it can be sent once every three to five months or once every two months.
Example 3: Foreign-funded enterprises
It is a big difficulty for foreign-funded enterprises in China to manage China native people by foreigners who don't know China's national conditions. Many foreign-funded enterprises have lost the China market because of poor internal management. However, the huge China market is so attractive that foreigners are still flocking in. Nowadays, foreign-funded enterprises are accustomed to Chinese-style management to deal with employees in China, and begin to learn to promote labor relations in a form that employees in China like. So, which forms are welcomed by China employees? Send money, send things! In East China, where foreign capital is concentrated, many foreign-funded enterprises, like state-owned enterprises, began to distribute welfare products to employees on holidays.
Summary tip:
For domestic liquor enterprises, the general idea of group buying customer development is to sell products as the leading factor and win customers by comparing with competitors' products, services, prices and customers. In fact, this is a bottomless pit. There is no perfect product in the world. Any product has limitations, and it is attacked by competitors and criticized by customers. By analyzing the situation of the above three enterprises, we can easily find that there is another important purpose of group buying goods, that is, as a tool of enterprise management, to promote labor-capital relations and alleviate the current tension and contradictions. My suggestion is: Under the new situation that many enterprises begin to use group purchase goods as enterprise management tools, liquor enterprises can make rational use of them to develop group purchase customers in the name of assisting and promoting enterprise management, rather than simply selling products.
In addition, government agencies should properly adjust the relationship between the early market development and group buying, try to send wine to cocktail parties and parties of government agencies, increase tasting opportunities, collect specific information of potential customers, and collect information of high-end people for database marketing, so as to lay the foundation for the next group buying. Visit and communicate regularly, publicize the new trends of enterprise products, give gifts (preferably collectibles) for communication, and regularly taste wine to let them take the products we gave them to the hotel for consumption and market the consumption psychology of others. Only in this way can group buying be deep and lasting.
Seven, group purchase development skills
For liquor enterprises, in addition to waiting for customers to come to the door and buy at the store, group buying mainly relies on active development. Generally speaking, there are two types of development methods:
1. Direct development: directly establish contact with the purchasing unit.
1) Analyze the current situation of the target group buying customers, purchase relevant books for various problems arising from their internal management or external operation, and then send the books to the customers;
2) Make an analysis document to analyze the problems existing in the management of target customers, and suggest that they consider solving some management problems in the form of welfare goods distribution. Of course, we should put the product introduction at the end, otherwise we will return to the traditional idea of selling products;
3) According to the rough analysis of the target customers, make this publication directly and list some solutions to management problems. Even if only one or two schemes are useful to it, the door is pried open.
2. Indirect development: operating through middlemen.
In the development of group buying, it is more through middlemen. For example, the group buying business is operated by distributors and second-time merchants. In addition, many cities now have professional group buying dealers to develop group buying customers. However, as a liquor enterprise, although energy is saved through the operation of middlemen, the effect is difficult to guarantee. After all, middlemen will not only recommend your products in the face of group buying. Furthermore, middlemen have higher requirements for profits. If the profit of products is limited, middlemen have little interest in selling them.
In fact, middlemen use their relationship with group buying customers to establish channels. In other words, the capital of their group buying business is their deep personal relationship with group buying customers. From this point of view, we can also develop another kind of group buying middleman, that is, businesses in different industries that also have group buying resources, such as office supplies suppliers, labor insurance supplies suppliers, automobile dealers and so on. What these dealers are doing now is not the fast-moving consumer goods that we are familiar with (most of the products purchased by group purchases are consumer goods), but the relationship between people and group customers is relatively close, which is the most important thing. Because these are office supplies or labor insurance supplies, even car dealers (the main customers of car dealers are enterprises and institutions, and in order to achieve business, car dealers will keep long-term follow-up with customers), they generally have long-term and continuous contact with group buying customers, and the customer relationship is quite deep; General dealers or group buying dealers generally only strengthen their contact with group buying customers when they are about to face group buying (group buying is very seasonal, usually on holidays), and they usually have little contact.
It can be seen that another innovative idea for liquor companies to buy customers is to develop and use non-liquor industry channels to make group buying markets. Just like the example I just cited, the dealers of office supplies and labor insurance supplies have business dealings with group buying customers all the year round, and they have a clear grasp of the key elements of group buying information, purchasing direction, purchasing quota and even internal personnel relations of group buying customers, and their work is also targeted, which is more efficient than professional group buying dealers; Moreover, from their point of view, the group purchase business of other products for existing customers actually uses the customer resources accumulated for many years. These customer resources also need years of investment to accumulate, and there is a cost. "expressway runs a car and runs two cars." Adding more business will not only make money, but also do not need to increase too much extra investment. In short, it improves the utilization rate of resources, so why not?
Eight, other aspects of group buying
While doing a good job in group buying, enterprises also need to spread hype in time to follow up. In the process of group buying, we should not only improve the relationship between leaders, but also ignore the consumption feelings of individual consumers. We need to constantly strengthen and create customers' consumption experience. In order to effectively combine group purchase and terminal promotion, product discounts and wine tasting distribution should be efficient and appropriate, so that the traditional model and group purchase can complement each other.
Manufacturers can communicate with the core consumer groups by organizing "hometown parties", "clubs", "tasting sessions" and "music receptions", so as to increase the opportunities and experiences of wine tasting, let the customers attending the meeting feel the brand and taste the wine, and reflect the fun brought by the activities. I participated in the tasting of life that Xianglong 45 wine industry enjoyed more, and I was particularly impressed.
When our group buying is vivid, when more and more government or business people are paying attention to and experiencing our products, and when we have completed the transformation from relational resources to social resources in the early stage of product development, the market is not far from us.
Zhu Xu