How can small and medium-sized wine merchants enjoy imported wines?

Tens of thousands of dollars also want to import wine? ! Two years ago, Guo Haibing said in his own words that many wine merchants at the time were dismissive of him. However, two years later, when many people became accustomed to a wine shuttle with the image of a yellow-tailed kangaroo passing through the streets of Jinan, the Shandong market had become the best market for Australian yellow-tailed kangaroo wines nationwide, in 2010. Sales accounted for one-eighth of the total national sales of Yellow-tailed Kangaroo. This is the general manager of Shandong Huangmao Kangaroo Wines Shandong Smart International Business Co., Ltd. Guo Haibing, a person, tens of thousands of dollars, more than a year to create success.

At present, Guo Haibing has been in the wine industry for nearly two years. He continues to summarize his own success. Guo Haibing believes that first of all, understanding should be clear. Although there will be a golden decade in the wine industry, most small and medium-sized distributors only pass in the process. In the end, only 5% to 10% of operators can survive.

Second, the thinking should be clear. The funds and resources of small and medium distributors are limited. They should not be large-scale, but small and refined. The specific operation must adopt a focusing strategy and first choose a brand with potential, because after a few years, well-known brands that import wine in the Chinese market may only have about ten left, so we must choose a brand with strong survivability to be a region. Agent. To concentrate its limited resources on a brand and a city, gradually establish its own channels and form its own regional brand. In this way, companies can develop steadily.

Third, investment should be prudent. Many people who started to make wine are accustomed to opening a store first, then advertising, and are expected to promote it. Guo Haibing believes that this idea is very dangerous. At present, the cost of opening stores in second-tier and third-tier cities is very large, and the labor cost for decoration costs is hundreds of thousands of dollars a year. In addition to the advertising effect, the stores are of little value, and there are few direct purchases of wines from the stores. As a result, the money earned from selling alcohol is spent in stores, and overall it is not profitable. Then there is advertising. It is not realistic for small and medium-sized operators to rely on advertising to build brands of imported wine. Because most of the foreign wine manufacturers are selling at bare prices, they do not support the advertising costs of imported wine operators. Advertising investment is very large, and it is difficult to bring about a substantial increase in sales in the short term. Often, advertising has just begun to do, and it cannot survive.

In the end, the method must be flexible. The operation of small and medium-sized operators should be small, fast, and flexible. This is also the relative advantage of larger operators. Badly-sold products can be quickly adjusted; pricing strategies should not be fixed, starting with the normal flow of water as the goal, but we must pay attention to their own bottom line; channel operations can use different ways to cooperate; promotion is more Use any method that you think you can operate. In addition, we must actively use advanced marketing methods, blog marketing, microblogging marketing, online sales, direct marketing methods, etc. Small and medium-sized operators can only use a unique marketing approach to achieve leapfrog development.