1. Determine the correct market positioning
Analyzing and determining the positioning of products in the market is a necessary condition for running a wine store. Operators should carefully investigate the consumption characteristics and product consumption trends of similar products in their agency areas before conducting business. Understand the main consumption purpose of consumers, represent the taste, alcohol content and origin of regional wines, and determine the product positioning according to these.
Secondly, for wine agents, it is very important to clarify the price composition of red wine in the region, including the supply price to the terminal channel and the suggested retail price. And determine the entry point of imported red wine at a price suitable for market development. The price difference between terminal channels is a very important issue, which needs to be determined according to the objective situation of the agency area.
2. Establish a sales channel strategy
It is necessary for every wine agent to establish their own sales channels. The sales channels of wine specialty stores can be roughly divided into three categories: traditional channels; Shangchao channel; Catering and entertainment channel.
Among these channels, operators should determine which channel is the main channel and which wine is the main promotion, and formulate various forms of channel sales and promotion, which is not only a problem of developing channels, but also a strategic problem of operating the market.
3. Do a good job in channel terminal maintenance
The importance of channels to wine stores is self-evident, and the relationship between customers is not overnight. Every operator must know how to deal with the relationship between customers in the terminal channel. Channel dealers are willing to do business with you mainly because they think your products are profitable. If one day he finds that there is no money to sell your products, he will definitely leave you sooner or later. Therefore, it is a prerequisite to ensure that the channel has benefits to earn. Holiday gifts and commissions for each bottle of wine are also well broken down. As long as it can be done for a long time, the effect will gradually appear.
4. Implement advertising strategy
Advertising promotion is an effective way to enhance brand image and popularity. Red wine agents can put advertisements in surrounding areas such as commercial spaces, retail stores, purchase places and places where products are displayed. Use online media to carry out local publicity and channel expansion, and form a certain popularity in the local area under long-term publicity.
5. Establish a standardized marketing team
Fiona Fang cannot live without rules. In order to develop, we must establish and implement a standardized and institutionalized marketing management team. As an agent franchisee who has just joined the wine industry, due to various reasons, the mechanism may not be perfect and the management level may not be high enough, which may lead to the marketing team showing low efficiency and low enthusiasm in their work. Therefore, it is necessary to establish institutionalized management.
6. Do various promotional activities.
It is very necessary for wine agents to do a good job in all kinds of promotional activities of terminal channels if they want to open up a bigger market, especially when they open their business and have various holidays. It is also necessary to do promotional activities before the peak season, the main purpose of which is to seize the funds and inventory positions of terminal stores. This can not only improve sales performance, but also directly hit competitors of similar products.