Offline strategy:
1. Direct sales of specialty stores: selling products directly by opening specialty stores. Currently, five specialty stores have been opened, namely the flagship store No. 212 Qinghe Road, Jiading , No. 187 Jiaxing Highway, Juyuan Road, Jiading District, No. 2889 Cangchang Road, Jiading District, No. 1631 Sanlin Road, Pudong New Area, No. 1888 Wuning Road, Putuo District
2. Offline group buying: open five There is a group buying team with five group buying managers. Carry out daily group buying business.
Online strategy:
1. Price strategy:
Nine Pockets has cut off the middle agent link of traditional wine merchants, reduced costs, and combined with chain stores With excellent logistics and distribution, the sales price is about 10% lower than that of major and medium-sized supermarkets, ensuring the superior position of the products sold by Jiu Pocket in the industry. Jiu Pocket insists on providing long-term discounts to consumers. There are constant online promotions.
2. Product Strategy
All products are supplied directly from manufacturers, and the authenticity of the goods is strictly guaranteed. The number of each drink is recorded in the file, and the number is tracked from purchase to sales. . As well as its own anti-counterfeiting measures, it is clearly distinguished from other channels, allowing consumers to recognize the products sold by Jiu Pocket at a glance, thus truly ensuring that the products purchased by consumers are 100% authentic.
3. Weibo marketing
<1>. Organize some Weibo activities with the help of Nine Pocket’s official Weibo platform:
For example: discounts, redemption Coupons, rush sales, prize-winning guessing, horoscope activities, pre-deposits, and some traditional festival activities can increase the number of fans of Nine Pockets’ official Weibo through Weibo reposting to increase Nine Pockets’ popularity.
<2> Use Mr. Zhang’s Weibo: Since Mr. Zhang’s Weibo has a large number of fans, use Mr. Zhang’s Weibo to repost some preferential activities, as well as Nine Pocket employees’ Weibos. To increase the popularity of Nine Pockets.
4. Sponsorship marketing
Sponsorship activities: Increase the visibility of Nine Pockets by sponsoring some specific activities.
The following are the activities recently sponsored by Nine Pockets.
On September 8, 2012, Nine Pocket Mall sponsored the 2012 Juyuan Real Estate Cup "Jiading District Football League."
On September 21, 2012, Encountering Wine and Love____ Nine Pocket Mall sponsors "Shanghai Circle"
Nine Pocket Mall sponsors Shanghai Anting CAS Modified Auto Show from September 29 to October 1, 2012
5. Video Marketing
Promote Nine Pockets through some media or videos and micro-films:
For example: some major events of Nine Pockets are broadcast on Dragon TV news time, etc.
" The promotional video of "Nine Pockets" itself is promoted through "electronic screens" in some business office buildings. Some news events of "Nine Pockets" are played on important domestic video websites such as Youku.
6. Publicity and Marketing
We often go to enterprises to carry out some "wine culture promotion" activities to increase the popularity of Jiu Pocket:
For example: For example, on September 22, 2012, Jiu Pocket Mall was invited to Qilu Pharmaceutical Promote wine culture
7. Channel strategy
Open Jiu Pocket Mall to directly face consumers who demand wine and enter large online malls such as JD.com, Dangdang, Yihaodian, and Tmall. , to promote product sales. 1. Guarantee quality and guarantee value
Sign up with more than 50 well-known alcohol brand companies around the world to eliminate all opportunities for adulteration and eliminate direct supply from the original factory. All intermediate links control costs and benefit consumers.
2. Advanced anti-counterfeiting trademarks, fully traceable
After long-term research and development, Nine Pockets is the first to apply the world's leading anti-counterfeiting trademark. QR code anti-counterfeiting technology, which has the characteristics of double-layer label recycling prevention, double-association copy invalidation, and double-interaction interactive early warning, effectively prevents the spread of counterfeit wine products.
3. User experience. As the core customer service system
opened national customer service hotline, enterprise online, Sina Weibo private message and other customer service channels, and has a professional and dedicated customer service team with 12 hours a day, 7 days a week online customer service.
4. Convenient and fast logistics system
Safe, fast and convenient home delivery and EMS logistics support nationwide cash on delivery business. The company maintains annual sales exceeding RMB 10 million. It is increasing at a rate of 200%--300% every year. While rapidly occupying the beverage market in Shanghai and surrounding provinces and cities, the company is also vigorously developing e-commerce. The company expects to have more than 100 direct-operated store chain franchise stores covering first-tier cities across the country in 2013. Total offline sales exceeded RMB 100 million. The online sales platform conducts comprehensive and large-scale publicity and promotion links in well-known domestic media and websites, covering the entire country. The website traffic reaches more than 100,000 independent IPs/day, and the telephone inquiry rate exceeds 10,000 people/day. The total amount of online sales is not less than the total amount of offline sales. Before 2014, the online mall became a well-known online mall in the national alcohol market segment. It has the conditions for listing and is preparing for a full listing in 2017.