Last year was a special year for the wine industry. Under the influence of the overall recovery of the national economy, the liquor market in China is also booming. While the output of the wine industry is increasing, the economic benefits are falling sharply. The liquor market was further adjusted and optimized, and the product quality was continuously improved. Faced with such a severe challenge, the oversupply of the market will make the competition more intense. Brand effect, economies of scale and capital operation will all have new performances. Huarong Road Liquor Co., Ltd. can occupy a place in the fierce competition of liquor industry only by applying new marketing concepts and skills in the competition. At present, the overall pattern of China liquor industry is as follows: while the overall decline, the share of famous wines continues to expand, and the liquor industry is in the stage of internal adjustment and upgrading; Regional brands compete with national brands, and one side has points; Large-scale liquor groups have shifted from product management to brand and capital management, trying to find new economic growth points.

Through the actual understanding of Huarong Road Liquor Co., Ltd. and the investigation and analysis of liquor market, our company draws the following conclusions:

First, Huarong Road Liquor Co., Ltd. urgently needs to strengthen product marketing management. In June 5438+February last year, authoritative experts from the national wine industry gathered in Changsha to discuss the development trend of the wine industry in Hunan and even the whole country. The meeting revealed that Hunan Province will substantially rectify the liquor market, and only the liquor wholesale points in Hunan will be cut by about 90% before the Spring Festival. Experts believe that the current situation of liquor production in Hunan Province is promising, but the liquor sales market is very chaotic, among which the problem of fake liquor is particularly prominent. To this end, Hunan Province will try out a liquor licensing system, and dealers who fail to meet the requirements are not allowed to operate liquor. At least six cities have completed this reform before the Spring Festival. Hunan Province will complete this reform early next year. It seems that it is imperative for Hunan Huarong Road Liquor Co., Ltd. to establish a professional marketing company in cooperation with strong players.

Second, Huarong Road Liquor Co., Ltd. should speed up the adjustment of product structure and develop multi-variety, low grain consumption, low alcohol content and high nutrition brand-name liquor to meet the market consumption demand. In terms of brand, we should pay attention to the close combination of liquor products and corporate culture. It is suggested that the main products should be positioned as "Huarong Road" wine series brands, and then "Huarong King" and "Huarong Queen" should be launched in due course after gaining the main market share. In addition to maintaining the inherent characteristics of liquor, we strive to find differences in alcohol content, taste and flavor and form our own characteristics.

Third, the product packaging of Huarong Road Liquor Co., Ltd. should be trendy, up to standard and innovative. Consumers' first impression is good, which is not only luxurious and solemn, but also expresses infinite meaning with a bright and concise image, pays attention to brand characteristics and style, and has certain aesthetic value and festive value.

Second, Hunan liquor market survey

1, basic investigation:

Perfume, Brand and Culture

Dominant aroma types: Luzhou-flavor and dual-flavor.

Best selling wine: 52-60.

Major local brands:

Changsha Baisha liquid series

Hengyang-Huiyanfeng series

Xiangxi-Xiangquan series

Shaoyang-Open Smile Series

Major brands from other places entering Hunan:

Sichuan-Jiannanchun, Wuliangye, Jinliufu, Liuyang River, Quanxing, Tuopai and LU ZHOU LAO JIAO CO.,LTD Co., Ltd.

Anhui-Jin seed

Hubei-Daoxiang

Guizhou-Maotai, a little confused fairy

2. Consumer market survey

80% of the liquor in Hunan liquor market is 52%, and the upgrading trend is obvious. The market price of liquor is 3- 10 yuan /500ml and 18-45 yuan /500ml, which are the best sellers. Among them, the market share of 3- 10 yuan //500ML low-alcohol liquor is 43.6%, and the consumption areas are mainly in rural areas and towns. 18—45 yuan //500ML medium-priced wine has a market share of 4 1.2%, and the consumption areas are mainly cities, cities and districts, with a total market share of 84.8%. The market share of 60-880 yuan //500ML high-priced liquor is 15.2%, the consumption area is mainly concentrated in Changsha, Zhuzhou and Xiangtan, and the consumption destinations are gifts, catering and weddings.

There are 33.52% consumers who want white wine to taste mild and don't drink it. 77.23% consumers are willing to accept liquor provided by large state-owned brewing enterprises, and the important factor is safety and reassurance. Highly educated consumers, accounting for 13. 13% of the total number of people surveyed, are eager to drink eco-type liquor that is pollution-free, harmless to health and returns to nature. In the market consumption survey, almost 1 0,000% of the respondents hope that liquor production enterprises will launch liquor with certain physiological functions.

3. Packaging survey

A survey of Gao Qiao 10 distributors in Hunan Province shows that 96.2% of the distributors reflect that the packaging of Jiannanchun, Maotai, Xiaohuxian and Wuliangye is luxurious and solemn, expressing infinite meanings with vivid and concise images, focusing on national styles, such as Liuyang River, Jinliufu and Xiao Kai, which are full of local cultural colors and have certain aesthetic and festive values.

Hunan consumers have obvious differences in packaging choices between high-grade wine and mid-grade wine. In high-end wine, they like luxurious and solemn packaging, which has a lot to do with high-end wine being treated as a gift. Mid-range wine, Hunan consumption is mostly used for banquets, paying more attention to the simplicity and elegance of packaging, and like packaging that highlights cultural taste.

4. Market review

There are many brands in Hunan liquor market, including almost the major brands of Sichuan, Guizhou, Henan, Hubei, Anhui and Jiangsu. We conducted a popularity survey of mainstream brands. Liuyang River and Jinliufu are 95.3% and 92.7% respectively; Followed by Xiangquan, the market visibility was 88.2% respectively. In the investigation of liquor outside Sichuan, Sichuan Wuliangye and Jiannanchun have the highest market popularity, reaching more than 95. 1%. For the liquor consumption market, the popularity and market credibility of liquor have a very important impact on the choice of liquor consumption. Judging from the survey results, brands with high popularity and credibility have high market sales.

Brand awareness and market consumption are basically in direct proportion, but from the detailed analysis, we can find that the awareness of Fen-flavor liquor (such as Fenjiu) and Maotai liquor is inversely proportional. The main reason for the decline in the market sales of Fen-flavor liquor is that Hunan people's drinking habits have been influenced by Luzhou-flavor for a long time, and the reason for the decline in the market sales of Maotai liquor is mainly influenced by high market prices and competition.

Although Sichuan liquor is still the mainstream of Hunan liquor market (about 60%), most of it is middle and low-grade liquor. Facing the adjustment of white flow tax, the situation is grim. Moreover, in the first half of this year, the sales of many liquor companies in Hunan declined.

Among wines from other provinces, Sichuan wine and Anhui wine are "vigorous". There are more than 2 5 brands of Sichuan liquor (including series liquor), among which Jiannanchun is a taster, and Wuliangye is particularly good (in addition, Quanxinghe alcoholics are also very popular), mainly because Wuliangye is too expensive and is greatly influenced by fake liquor (the credibility is only 55.6%). The outstanding performance of Jiannanchun comes from the reasonable price (52,1/6 yuan/month). Quanxing, LU ZHOU LAO JIAO CO.,LTD and Tuopai (including their series of wines) dominate the middle and low-grade wine market.

It has been selling well in Hunan market. The best-selling area of Sichuan wine is Changsha, and some dealers even put forward that "non-Wuliangye wine is not for sale!" Slogan.

Among the Huizhou wines, Anhui Liquor Group's century-old Huizhou wine market is relatively stable, and gold seeds are active. It invested some advertising expenses in Hunan market, and its Dahuang Liquor increased its promotion, but it is doubtful whether it can gain a firm foothold. Your government withdrew from the market after reducing or canceling advertising support (the famous market "impetuousness").

In addition, it is worth mentioning that Maotai has a poor performance in the Hunan market. First, its price is on the high side (52,245 yuan /500ml, 38 2 10 yuan/500ml); Second, there are many fake wines. Fake wine, in particular, has always been the lingering shadow of Maotai.

The best-selling high-grade liquors in Hunan are Wuliangye, Jiannanchun, Fenjiu, Liuyang River, Jinliufu and Xiaohuxian. The western part of Hunan is bordered by Sichuan and Guizhou, which is greatly influenced by the radiation of the two major wine-producing provinces in southwest China. Sichuan liquor, Guizhou liquor and local liquor constitute the basic framework of Hunan liquor market. High-priced drunkards and low-priced fragrant springs have a certain market share in all parts of the province. Shaoyang Daqu, a regional brand, has become the most powerful brand in Shaoyang. The Guizhou wines with better performance are Maotai, Xiaohuxian and Qingjiu. In recent years, Jinliufu and Liuyang River, which can be called both Sichuan wine and provincial wine, have become strong brands all over the province. In addition to advertising and gift promotion, Hunan is greatly influenced by Sichuan wine, which is also the background for the two brands to sell well. The rise of two brands can simplify the liquor market in all parts of the province into one situation-high-grade: Wuliangye, drunkard; Mid-range: Jinliufu (two stars, three stars) and Liuyang River (two stars, three stars); Low grades: Jintaifu (one star) and Liuyang River (one star).

Third, the main idea of "Huarong Road" wine marketing planning scheme.

1. Enhance brand image and product reputation.

Chinese liquor enterprises, especially local liquor enterprises, often fail to publicize the brand image and product reputation, and cannot form a good impression among consumers, which is also the characteristic that some liquor enterprises cannot form brands to occupy the market for a long time.

2. Increase market share.

Huarong Road liquor is a local brand. Through the specific implementation of this marketing plan, we will strive to take advantage of local brands and gain considerable market share in Hunan and surrounding areas.

Fourthly, suggestions on the "Huarong Road" wine marketing plan in the implementation period.

* * * * Year 65438+1October 10-March10

Market analysis and research of verbs (abbreviation of verb).

Wine has been ups and downs in China for thousands of years. But on the whole, China people's feelings for wine outweigh the disadvantages, and modern people's consumption and concept of wine are more wise and mature. At present, liquor is developing in the direction of high quality, low alcohol and nutrition. Consumers no longer binge drink, but tend to be rational and begin to pay attention to the quality of wine. Low-alcohol wine has accounted for more than 65% of the total wine sales.

In contemporary cities, the number of traditional heavy drinkers is decreasing, while the number of people enjoying it is increasing. The enjoyment of "drinking" and "leisure" has become a new consumption concept of modern people.

1. The place where consumers buy wine is changing from grocery stores, grocery stores and stalls to supermarkets, cheap stores and specialty stores. However, due to the difference of economic level, different cities have different places to buy.

2. Analysis of competitors

The main competitors of "Huarong Road" liquor in Hunan are Wuliangye, Jiannanchun, Fenjiu, Liuyang River, Jinliufu and Xiaohuxian. From the market analysis, these brands have been recognized by consumers and have a high reputation, so they have achieved a good market share.

3. Consumer psychology research.

According to the research of consumer psychology, customers' purchasing behavior can be divided into seven stages: attention, interest, desire, purchasing motivation, purchasing behavior, consumption behavior and satisfaction evaluation. Large-scale advertising can attract customers' attention in a short time, arouse customers' interest and desire to buy, and stimulate their purchasing motivation.

(1), consumer purchase motivation

A, drink regularly and taste by yourself (living habits)

B, meet guests, entertain guests to drink

C, giving gifts

D, holiday drinking demand

E, buy wine to drink on holidays.

F, when you are happy, please drink.

(2), consumer personality analysis

A. Show off your heart: You all want to be better than others in terms of status, wealth, reputation and love.

B, normal heart: a recognized brand will generally not change.

C, more rational, pay attention to nutrition and health and choose.

(3) Consumption habits

First, living habits (relatively fixed)

B, advertising impact

C I heard.

(4), consumer classification

A, the mass food and clothing type, is a consumer group of low-priced products.

B, the mid-range price is popular

C, etiquette, and the price is not absolutely related, this part of the consumer is not fixed.

Consumers' choice of liquor is generally influenced by brand, price, advertisement, taste and other factors. Liquor advertisement has obvious effect and is an important factor affecting people's purchase of liquor.

4. The relationship between consumers and brands

"Huarong Road" wine must take a long-term view of the relationship between brands and consumers, and adopt integrated marketing communication strategies to strengthen this relationship. Once the brand image is established, stick to the consistent image and personality of the brand, and continue to invest and strengthen it. We will integrate and reorganize advertising, public relations, news propaganda, promotion, packaging and decoration, and new product development, so that consumers can obtain clear and consistent brand information from different information channels. Only in this way can "Huarong Road" wine occupy the market for a long time, and it will not be like a gust of wind, and then it will be silent.

Six, "Huarong Road" wine product analysis.

Intrinsic quality: the color is clear and crystal clear, and the hanging cup is delicate; Strong fragrance, soft and mellow taste, no rush at the entrance and long aftertaste; After drinking, Lan Xiang is full of mouth;

Market advantage: huge blank market and broad profit space.

Appearance and image: (introduction of existing products)

Brand positioning: China liquor market is full of flowers, and the brand of Huarong Road must win with "difference" and taste history in drinking: Liu Bei, Cao Cao and Liu Eryuan all started to develop from Qingtoutou and Buyi Ding Bai. As the saying goes, eating bitterness is the master! The era of Three Kingdoms is an era of competing with each other. Anyone who wants to be famous must work hard in advance in order to pay homage to the deceased and enjoy the scenery later. It always makes people feel that the day of crossing the world is coming! Thank you, sir. It's beyond words. This creative process is an irregular thinking process under the objective law of economic development. Five thousand years of historical civilization, five thousand years of wine and rain fragrance. In the eyes of China people, wine is the courage of Jing Ke, and wine is the face of The Story Of Diu Sim. The trickling sound of wine pouring into the cup, the refreshing fragrance of wine, the psychedelic enjoyment and the feeling of being on cloud nine make people lose their resistance. The ancients "wrote hundreds of poems about fighting wine", but modern people eat spicy wine like people in Sichuan and Hunan. One meal without food, two meals without food. Wine is a thoughtful stunner. The liquor market should have great courage and shock, and brand planning should abandon the wind of "graceful and restrained" and take the road of "bold and unconstrained". However, people have no time to appreciate the overly rational performance; It's too emotional and no one buys it. This "degree" must be grasped accurately.

Seven, promote the integration strategy.

In order to ensure the good operation of the market, a lasting sales network should be established. Hunan Huarong Road Liquor Co., Ltd. should make up its mind to hire a professional advertising company to carry out marketing integration planning, make use of existing product resources, brand advantages and financial strength, and combine the distributor's sales channels and customer networks to jointly develop the liquor market.

(a), the company and the * * * dealers enjoy the benefits.

1, customers get full benefits and development, which is the long-term solution of "Huarong Road" wine sales, so the company should mobilize all human and material resources to ensure that customers get the value and service they deserve.

2, the company's long-term interests, only let customers earn profits, can develop, the company will get permanent benefits.

(2) What Hunan Huarong Road Liquor Co., Ltd. can provide.

1, market operation mode

A, the company is responsible for providing a professional sales team, actively helping dealers to establish a distribution system and provide ordering support.

B. The company makes marketing plans in different periods. Responsible for media contact, three-dimensional advertising investment, so that dealers

Achieve the marketing goal of selling and attracting consumers to buy.

C. The company provides a risk-free ordering mechanism, and customers can freely return goods within a certain period of time.

2. Dealer confirmation system

A. Agree to the regional annual sales target issued by the company.

B, purchase quantity requirements, under the same conditions, strong network capabilities, the first batch of large purchases have priority. The company implements "cash on delivery" to all dealers. After entering the market for three months, the dealer's reputation and capital operation ability are assessed, and the credit limit and credit period can be appropriately supported.

3. Specific operating rules

A. After signing the contract, make a preliminary survey of the city to determine the strategy and amount of three-dimensional advertising support.

B, the special dealer can provide promotion suggestions to the company according to the market situation, which can only be implemented after being approved by the marketing department of the company.

Assist dealers in market management and promotion planning.

D formulate and publish media advertising plans, design advertising works, and produce and distribute promotional materials.

E. supervise, promote and evaluate the terminal work of suppliers.

4. Market protection system

A, strictly implement the regional coding system, and assign personnel to supervise and manage.

B. The company implements a dynamic monitoring system for delivery to reduce the risk of cargo flow from the source.

C. Take the policy of canceling the year-end bonus for customers who grab goods maliciously.

D. Strengthen the monitoring of market behaviors (inputs, channels, etc.). ) dealers, and establish the corresponding restraint mechanism.

5. Marketing integration strategy

The deep-seated competition in liquor industry has been launched in all directions. Corporate products have gone through advertising promotion, gift promotion, packaging promotion and price promotion, and cultural promotion is the final decisive factor. There are many successful cases of liquor enterprise culture promotion. Quanxing Daqu has its own advantages in Sichuan liquor competition, but it has been difficult to compete with Wuliangye and LU ZHOU LAO JIAO CO.,LTD in sales for a long time. Since the marriage with Sichuan Football Team, Sichuan Quanxing Football Club was established. With the help of the wave of Sichuan football culture, Quanxing Liquor stood out in the competition. Hunan Xiangquan Ji

Jiugui Liquor and Xiangquan Liquor were introduced by the Communist Youth League Committee with a unique cultural style, and were constantly injected with "emotional connotation" and "cultural connotation" in the market operation, and the products became famous brands recommended by the market.

"Huarong Road" wine should dig out its own culture and publicize it from the cultural aspect. Cultural promotion is an effective means for consumers to identify with enterprises for a long time. Only by "cultural sublimation", from the material effect of the brand to the cultural effect, can it produce greater public response and have lasting vitality. Only cultural promotion can make enterprise marketing enter a virtuous circle.

(3) Promotion plan

According to market research and analysis, especially consumer psychological analysis, large-scale promotion activities can arouse consumers' interest and encourage them to participate, thus triggering a sales boom.

1, promotion scheme of Spring Festival activities

A, launch a series of questions and answers about cultural interests and prizes, reflecting Huarong Daojiu's emphasis on culture.

B, set up a surprise prize, where consumers who often pay attention to "Huarong Road" wine may win the prize. Guide consumers to understand "Huarong Road" wine, strengthen brand image and deepen corporate culture connotation.

C. gift packaging emphasizes cultural taste. Through activities, it is the best choice to leave the "Huarong Road" wine to consumers as a gift, with high taste and high cultural taste, so that consumers can identify with the products of the enterprise at a deeper level.

2. Sponsor public welfare activities

In order to reflect the value of culture and knowledge, promote the strategic significance of the construction of two civilizations, and more importantly, devote our love to the development of Huarong's education, we lost 20 thousand yuan and rewarded those advanced teachers who made selfless contributions to the education. Hold a press conference to celebrate the love of enterprises and deepen the connotation of corporate culture. Hunan Huarong Road Liquor Co., Ltd. will show its dedication to the society through this series of activities, so as to achieve the purpose of promoting products, promoting brands, establishing corporate image and deepening cultural connotation.

Eight, "Huarong Road" wine media integration strategy.

In order to achieve certain marketing objectives, "Huarong Road" liquor must increase advertising investment. Because there are many brands in liquor market, it must be conveyed to the target audience in order to achieve effective advertising effect. In other words, we must consider the use of strategic media.

In order to increase the exposure times of CF within a limited budget, we use 15 seconds 30 seconds CF and play it repeatedly with 15 seconds 30 seconds CF to increase consumers' recognition of brand and cultural connotation. Follow-up advertising uses 5-second CF or 30-second CF, and the product is "as soft as a charming girl and as stable as Mount Tai" and develops rationally. The overall advertising planning aims to expand corporate visibility, enhance brand image and deepen cultural connotation.

(A), the target and method of media combination selection

1, TV category: Hunan TV, Hunan Shi Jing TV, Yueyang TV and Huarong TV; 5-second commercial 15-second commercial 30-second commercial public service advertisement;

2. Newspaper: Hunan Daily Yueyang Evening News Huarong Newspaper Huarong Road Wine (Enterprise News); A series of creative advertisements, public service advertisements, product advertisements, creative advertisements and graphic creative design of product advertisements.

3. corporate brochure: Making POP display boards, SP posters, banners and other promotional materials; Corporate brochure is a concentrated expression of corporate image, corporate philosophy and product introduction, which is conducive to communication and attracting consumers. Using a large number of posters and banners in promotional activities can play the role of visual cues and help promote sales. Strengthen the impression of enterprises in the hearts of consumers.

The reasons for adopting this media combination are:

First, the use of strong media television, the effect is more direct.

B. Newspaper advertisements are conducive to specifying the quality of "Huarong Road" wine products, deepening demand and attracting more consumers.

C, expand the contact rate between products and consumers, so that the influence of media publicity and cooperation can make consumers leave a deep impression on products and expand their popularity.

(B), the focus of the media integration strategy

1, target market strategy

The main goal of "Huarong Road" wine is to quickly raise awareness and arouse interest in buying this winter. Liquor sales are based on consumers' familiarity and recognition, so in the arrangement of media plan, advertising planning should be carried out for the target audience.

2. Competitive strategy

Evaluating the competition of similar products can avoid direct conflicts in implementation, and use creative expression and media strategies to indirectly transfer competitors' resources to their own interests.

Nine, "Huarong Road" wine investment proposal.

1, investment target

A-level city agents, B-level county-level dealers, C-level secondary township sales outlets.

2. Special dealer requirements

A. It has the qualifications of an independent legal person and relevant distributors.

Have mature sales experience and distribution network of alcoholic products.

C. Investment determination and long-term cooperative attitude.

D, have certain economic strength.

3. Method of payment

Cash on hand (per batch)

4. Advertising and promotion support

First, the company is responsible for the advertising of city and county TV stations.

B, this company is responsible for city newspaper advertisements.

C. The company provides POP promotional products.

D. The company provides terminals, banners and other promotional items.

E, the company is responsible for guiding the promotion of local promotional activities.

F, the company provides year-end rebates to dealers.

G, the company provides professional sales team members and marketing experts to help dealers better control the market and develop new sales channels.

5. After-sales service

A, the company establishes a risk-free distribution system, that is, 100% return within the time specified by the company.

B the company shall provide all legal documents related to the products.

C, the company shall bear all the responsibilities for the return of goods caused by the quality of the company's products.

The company regularly trains dealers' personnel.

E. the company provides feasible SP activities recognized by both parties.

Any malicious commodity flow or price confusion will cancel its agency qualification.

Note: Standardizing investment promotion helps to limit sellers' pursuit of high profits, resulting in small business space, which is beneficial to

Long-term development of "Huarong Road" wine.

X. Establishment of sales network

Establish a sales network. Under the condition of market economy, whoever owns the sales network all over the country will get the golden key to glory and master the initiative in market competition. The key to building a sales network is to find qualified general distributors in various markets. The general distributor controls the local wholesalers and retailers, and carries out centralized distribution of goods at the terminal point of sale.

In the past, traditional sales channels: manufacturers set up primary distribution, secondary distribution and tertiary distribution, and users changed hands at different levels. In the whole sales system, dealers play the role of goods transfer station, which not only increases the sales cost, but also often leads to the existence of multiple agents in the same market. On the one hand, dealers have to compete with dealers of competing brands, on the other hand, they have to always guard against other brothers' agents from fleeing goods, which naturally greatly affects their own market development ability, and it is also difficult to mobilize the enthusiasm of agents and manufacturers to jointly expand the market. In view of the disadvantages of traditional sales channels, the wine marketing network of "Huarong Road" should adopt the exclusive agency system in small areas.

The so-called exclusive agency system in small areas is based on counties, and each county has only one general distributor. Distributors are solely responsible for the sales of products and the distribution of goods at market terminals in the region, but they can only operate in the region. Once cross-border sales, it will be considered illegal and punished. In the whole sales system, the healthy and high-speed development of the whole market is effectively guaranteed. Coupled with the actual rigorous enterprise management system and flexible and efficient market strategy, it has created a dynamic dealer team. For users, no matter where they go, they can enjoy the same standard service.

2. Enterprises should make perfect sales plans.

A perfect sales plan includes sales targets and ways to achieve them. It should include four aspects:

(1), target determination

The formulation of sales targets is mainly based on three elements:

First, the company's current and past sales data. Current sales volume, rising or falling range (based on this, determine the natural growth of enterprise market stock).

Secondly, forecast the market trend (on this basis, determine the natural growth of the total market stock, and determine the possible share of enterprises according to their market share).

Finally, with the help of the newly developed market of professional marketing companies, enterprises have a great market, coverage and expected sales.

Through the above three aspects, enterprises can not only systematically evaluate the market they have occupied, but also comprehensively examine the market they will occupy in the future and make reasonable arrangements for market development.

The process of determining the sales target is a process of comprehensive and systematic evaluation, inspection and planning of the market.

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