Group Buying Needs To Expand Group Buying Resources From Many Angles.

< p > traditional channels tend to be saturated. < a href= "http://www.91se91.com/news/index_s.asp" > group buying > /a > has been the breakthrough point for many liquor manufacturers as sales promotion, and has spent considerable energy and mind on group buying, instead of abandoning or delaying the exploration of sustainable marketing mode for enterprises.

Such a partial approach, especially for large-scale enterprises, is clearly not a positive choice.

How to rationally view and make good use of the power of group buying requires liquor manufacturers to grasp and study carefully in combination with their own conditions.

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< p > < strong > carrying out the three elements of group buying < /strong > < /p >

< p > "a fence three piles, a hero three gang".

Group buying, as a supplementary way of liquor marketing, also needs the support of several aspects to build a relatively independent marketing system.

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< p > 1, group buying is not the whole game, /p.

< p > group buying is an important channel for liquor sales. It can not be too high, but it ignores traditional channels and related marketing cooperation.

Therefore, dealers need to sort out their thinking before making group buying.

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< p > a lot of people think that group buying is quick, efficient and easy to do. This is wishful thinking. In fact, there are not many brands and products that only occupy the market by group buying.

For example, the "Moutai" brand launched in 2008 has been relying on group buying channels for sale, but 4 years later, its sales are not much different from that of a few years ago.

The reason for its stagnation is the over reliance on group buying, and the lack of cooperation between traditional channels and related marketing mix.

Of course, if the starting point of this brand is to stick to a small market and not increase revenue, that is another matter.

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< p > another point is that many liquor merchants understand group buying as human selling, which is also one-sided.

The sale of human feelings is often short term, lacking in terminal and brand interaction.

A relationship can give face to face two times, but it will be difficult to produce repeat consumption over a long period of time.

The basis of group buying is human relationship, but human relationship is a marketing method that needs continuous input from different angles.

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< p > at present, the proportion of group buying of Wuliangye accounts for about 30% of total revenue, and Moutai, Fenjiu and old famous liquor are basically the same.

Even some regional liquor brands, which seem to be well developed by group buying, account for up to 1/3 of their revenues.

So group buying looks beautiful, but it's not the only way to sell.

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< p > group buying, like channel sales, is a marketing way based on a href= "http://www.91se91.com" > brand < /a > price, quality, advertising, public relations and many other soft and hard factors. It is like a game of chess, which requires the cooperation of the generals.

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< p >, therefore, watching group buying does not abandon the cooperation of various marketing methods, which is the correct mentality.

The final ordering of group buying relies on product quality and brand influence to retain group buying consumers.

The more group buying theory prevails, the more rational judgement is needed.

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< p > 2, the product with normal price band < /p >

< p > group buying has large profit margins, which is the consensus of many liquor manufacturers.

"Luzhou Laojiao" has launched 10000 yuan price belt product, specially buys the group; "Xifeng" has also launched several thousand yuan products, wants to rob the luxury liquor consumption market.

Many liquor merchants want to make some profitable products, and even "Baishui Du Kang" has launched a special price of about 3000 yuan, as a local "government leader".

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< p > these products are not going smoothly in marketing, because group buying products have their specific price bands, which is not special with traditional channels.

For example, in consumption, the most expensive product is 100 yuan / bottle to 300 yuan / bottle product, which is basically occupied by two or three line liquor brands, while some high-end liquor prices are in the 500 yuan / bottle to 1000 yuan / bottle, basically the exclusive area of "Moutai" and "Wuliangye".

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< p >, so when we do group buying, we should grasp the basic price area of consumer demand.

A product that is out of the market demand, even if it is a luxury consumer tag marked by XX, is not effective.

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< p > 3, salesperson enthusiasm is the magic weapon of group buying < /p >

< p > group buying is more dependent on the sales team of distributors, giving full play to their enthusiasm, mobilizing resources and generating sales volume, in addition to their own investment in products, brands and sales.

A salesperson can mobilize one or more group buying resources, and a team can mobilize dozens of resources and hundreds of group buying resources.

For dealers who have group buying business, mobilizing the enthusiasm of salesmen is a top priority.

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< p > for the new group buying salesmen, the failure rate is very high, which is obvious to all.

However, many dealers are very strict in assessing their business personnel. If they fail to do business in 1~2 months, they will be eliminated.

As a matter of fact, a new group buying customer may take months or even years to develop. Maybe the group buying customer has just been fired, but the customer has been lost due to the problem of performance.

The correct attitude is that we should first realize that enterprises need to supplement sales channels besides group buying; secondly, we need to help business people find problems and help them to solve them in time; finally, we need to give business personnel full confidence.

For example, give more convenient support within the stipulated sales scope.

When doing business and invitations to public relations, business personnel try to simplify the approval process, and the enterprises that have good profits can stipulate the number of monthly public relations, so that salesmen can get rid of their bondage and carry out various businesses at ease.

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< p > in addition, group buying is faced with high-end customers most of the time, and it is a good way to enhance business personnel to conquer business.

For example, when a business person meets an important customer, the dealer can send a special car to the company, so as not to let the business people sweat the bus to talk about the business.

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< p > < strong > multi angle expand group buying resources < /strong > < /p >

< p > has now entered the peak season for consumption, and liquor manufacturers are preparing for the group buying market.

At this time, in addition to grasping the above basic understanding of group buying, many people are concerned about how to effectively use various resources and take various means to achieve good sales results.

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< p > 1, business expansion of business and business consumption < /p >

< p > business wine is concerned with the popularity and quality of products, and its sensitivity to price is not high.

Therefore, for products with low brand awareness, we should focus on the mining and appealing of product personalities and carry out multi angle communication with brands.

For example, when a liquor product is in the group buying market, it puts forward the selling point of "no contact with any metal container and substance in the process of filling and storing products", implying that no metal pollution is beneficial to health.

Once the product is introduced, it is very popular with the political and business people.

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< p > before the peak of consumption season, liquor manufacturers can carry out some paving work for liquor business, such as integration of product characteristics, expansion of channels, and invitation of opinion leaders to conduct product appraisal.

For example, "Xifeng" launched the Fengxiang classic 10 years ago, in order to prepare for the Mid Autumn Festival group buying market, in addition to large-scale training of sales personnel, but also in the country launched a fierce advertising offensive.

At the same time, in order to set up a product price benchmark, hundreds of stores have been opened in Shaanxi and East China.

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At the same time, dealers, with the help of wineries, have invited potential customers in various provinces and cities to conduct hundreds of tasting activities in the name of wineries, and many group buying activities have been decided before the peak season of consumption has yet to arrive. P

At present, the more practicable tasting activities are held in the form of private clubs.

The clubs are usually built by dealers themselves. They are equipped with chefs and dishes according to their local characteristics. They specialize in some special dishes, such as eggs, non-toxic vegetables and homemade bacon.

For business executives who are accustomed to the exquisite meal, these dishes like farmhouse can increase their interest.

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< p > besides, private clubs should be private. This small table type and small range of evaluation not only avoid the communication disadvantage caused by poor care, but also enhance the sense of honor and honor of the target consumers.

At the same time, it can save the cost of appraisal and reduce the psychological pressure of salesmen on all kinds of financial reimbursement, and is more conducive to business development.

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< p > 2, excavating group buying resources < /p >

< p > < strong > distributor type < /strong > < /p >

< p > group buying distributors can be divided into two types according to their experience: one is experienced industry people, the other is the practitioners from outside industries, and they enter the liquor industry and become new distributors.

At present, we think the most effective is the group buying distributors outside the industry. When they enter the wine industry, they also bring rich capital and fresh sales methods. Nearly half of the Yanghe River's group buying distributors come from outside the industry. Moutai water cube wine has more than 100 distributors, of which more than 80 are distributors who have never done any liquor business before.

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The advantages of such distributors are: dare to invest, all support is used in the market; do not play the market according to the conventional rules, often have new ways; have p resources, can guarantee the two time.

So for this type of distributor, we should be more flexible and humane in support and policy.

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< p > for example, the partner of a certain county has good relationship with the local banking system. The manufacturer hopes to win this partner. However, the partner can not meet the requirement that the manufacturer must first purchase 300 thousand yuan, but reduce it to 100 thousand yuan. Because the distributor has connections, but the financial strength is not strong. If the policy of the first purchase of 300 thousand yuan must be made according to the manufacturer's policy, the cooperation may not be completed.

At this time, manufacturers should be flexible and resourceful, relax sales policies appropriately and seek win-win results.

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< p > < strong > manufacturers joint venture < /strong > /p >

< p > for large enterprises and institutions.

For example, the cooperation between Moutai and Datong coal mine is the joint venture system, and the enterprises and institutions that are about to consume large quantities of liquor are treated as distributors, giving their dealers the treatment.

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< p > many large enterprises and institutions in China have logistics investment companies. Besides their own enterprises, < a href= "http://www.91se91.com/news/index_s.asp" > consumption < /a >, some enterprises themselves are a "market", such as Daqing oilfield, and some large state-owned enterprises.

In this way, we can better adopt the mode of joint operation, utilize the influence of the enterprises, break the internal closeness, and expand the special market by relying on their resources.

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