China Marketing Communication Network, July 25th, 2002, by Yan Zhimin, accessed by 894 people.

The market is to enterprises what fish is to water and plants are to soil. The market is the fundamental guarantee for the survival of enterprises. Successful market development, expanding market share and improving market share and return rate are the premise and foundation of enterprise development. With the increasing contradiction between supply and demand in the beer market, the degree of market competition is becoming more and more fierce, and market resources are becoming more and more scarce. How to effectively explore the market, achieve the maximum optimization of market share and occupancy rate, and achieve good market returns is the dream and pursuit of every beer enterprise. Different target markets have different characteristics and great differences, so different markets have different development strategies and tactics. Only the right medicine can achieve the effect and efficiency of market development. Generally speaking, beer market can be divided into urban market and rural market. Urban market has become the most important market for beer enterprises because of its large capacity, high density and high return. This paper talks about how beer enterprises can effectively develop cities.

Characteristics of urban beer market

First, the population density is high and consumption is concentrated. A city has hundreds of thousands of people and millions of people, and the market consumption per unit area is large;

Second, there are strong differences in consumption levels, diversified consumer demand and many market opportunities. Residents from all walks of life in the city have a great gap in economic income, which determines the strong difference in consumption level and the diversified characteristics of consumer demand. Every bottle of 1 yuan is consumed by ordinary low-end people, and every bottle of high-end beer with more than 20 yuan still has a large number of consumers. The diversification of consumer demand has created more market opportunities for beer enterprises;

Third, the middle and high-grade beer market is developing rapidly and has broad prospects. The urban economy is developed, there are more and more middle-and high-income people, the consumption level of consumers is getting higher and higher, and the consumption demand for middle-and high-grade beer is increasing;

Fourth, the competitors are strong and the market competition is fierce. Due to the high demand in the urban market, a large number of competitors are attracted to compete for market resources. In addition to local brands, national brands such as Tsingtao Beer, Yan Beer, Budweiser Beer and Blue Ribbon have also become strong competitors. Market terminals, especially medium and high-grade wine terminals, have high threshold, great difficulty in entry and high risk.

Urban market network structure

A perfect marketing network is a powerful guarantee for the success of market development. Urban market network includes two types:

I. Enterprise-intermediary-terminal network. That is, the enterprise sells the wine to the strengthening terminal through middlemen (one batch, two batches and three batches). The advantage of this network is that it can quickly expand the market area with the help of middlemen, and its coverage and share can be rapidly improved. The disadvantage is that there are many intermediate links. If the middleman's operation efficiency is low, which affects the logistics speed, the enterprise's control over the terminal is weak.

Second, the enterprise terminal network. That is, wine is sold directly to the terminal through the enterprise. The advantage of this network model is that enterprises can directly contact the terminal, which improves the control and understanding of the market. There are few intermediate links, and the goods are delivered quickly. The disadvantage is that in the case of limited enterprise strength, the market development speed is slow and the pre-marketing cost is high.

Terminal marketing has become the key to improve the marketing ability of beer enterprises, and strengthening the control of terminals is the key to open up the urban market. When exploring the urban market, beer enterprises should strengthen terminal marketing, make full use of the advantages of the two network models according to the market and their own situation, strive to realize the flattening and high efficiency of the network and improve the efficiency of the network. According to the terminal market differences of high, medium and low-grade beer products, this paper divides the terminals in the urban market into three categories: catering and entertainment terminals (including various restaurants, hotels, dance halls and other places); Supermarket terminal, community terminal.

How do beer enterprises explore the high-end beer market of urban catering and entertainment terminals

In addition to low-end food stalls, food stalls, small restaurants and so on. High-end beer has become the mainstream of consumption in the catering and entertainment terminal market, especially in large and medium-sized cities with good economic level. Middle and high-grade beer has high added value, so developing the middle and high-grade beer market is an important way to improve the economic benefits of enterprises. However, the consumption level of urban market is high, and the capacity of middle and high-grade beer market is expanding, which has a very broad prospect and should be the focus of beer enterprises' development. The competition in the middle and high-grade beer market in the city is very fierce, and the terminal order is very chaotic, which is mainly manifested in:

1, the phenomenon of buying out terminal sales rights is increasing. The so-called terminal buyout sales right is a sales method in which liquor enterprises reach an agreement with the terminal, the enterprise gives the terminal more favorable prices and additional conditions, and the terminal guarantees to sell only the specified products provided by the liquor enterprises within the specified time. Although this exclusive marketing method is very effective, it violates the laws of the market economy, because its monopoly right is obtained through improper and improper channels, and also because all kinds of extra rewards and concessions given by liquor enterprises to distributors, especially the promotion activities such as opening the lid with prizes, containing cash coupons in the package, and opening bottles by service personnel, are in themselves a kind of commercial bribery, an unfair competition, which does not conform to the laws of fair competition in the market economy, and it makes all kinds of strengths different. At the same time, it infringes on consumers' right to consume. First, the choice of brands is very limited. Even uniqueness limits consumers' right to choose their favorite brands. Second, the forced sales of promoters or restaurants hurt consumers' feelings and affect consumers' consumption sentiment. The excessive development of this marketing method will inevitably lead to more chaotic market competition, which is not conducive to the healthy development of the liquor market. Not only do we not advocate development, but we should stop it.

2. It is increasingly difficult for enterprises to bear the harsh requirements of terminals. With more and more enterprises participating in the battle for terminals, the status of terminals is becoming more and more noble, terminals are becoming more and more arrogant, and more and more demanding requirements are put forward for enterprises. If the enterprise does not comply, the terminal will go away. Many enterprises have to bow their heads from the terminal with the idea of staying green and not afraid of burning firewood. At present, the terminal not only requires enterprises to continuously reduce prices, but also requires enterprises to pay more and more other expenses. Such as store entry fee, new product shelf fee, promotion personnel management fee, festival sales sponsorship fee, advertising carrier release fee, hotel bottle opening fee, product quality compensation fee, rebate provided according to annual supply, etc. , all kinds, leading to higher and higher marketing costs, enterprises can not bear.

3. The disorderly competition among enterprises for terminals is becoming more and more serious. In order to compete for relatively limited terminal resources, more and more enterprises adopt various competitive means. Most enterprises with strong brand influence and high product popularity compete fairly by strength, but with the intensification of competition, many beer enterprises have launched irrational marketing investment and started shopping for advertising fees and promotion fees. In order to compete with competitive brands in the local terminal market, some beer enterprises, which have neither strong brand influence nor good product quality, often use some unfair competition methods, such as using relevant departments for local protection, or even using violence to expel competitive brands.

According to the practice of Jinxing Beer Group in developing the middle and high-grade beer market in the city, this paper discusses how beer enterprises develop the middle and high-grade beer market in the city;

1, providing good products and brands. With the continuous improvement of the quality management level of beer enterprises, beer products tend to be more and more homogeneous, and the only feature that ultimately distinguishes products is brand. And consumers' awareness of brand consumption is increasing day by day. For the sales terminal, the distribution of a brand-name beer product can promote sales, improve sales efficiency and create more lucrative profits. Therefore, for the sales terminal, it is not enough to improve the product quality, but also strive to build a brand with high visibility and good image. Beer enterprises should pay attention to market research, strengthen quality management and product development, provide high-quality, distinctive and diversified products for sales terminals, and meet the various needs of consumers to the greatest extent, because only such products can sell well and sales terminals are willing to operate. In view of the trend that consumers pursue softer and lighter beer taste, Jinxing Beer Group takes Jinxing Wheat Beer developed by proprietary technology as its main brand and develops urban mid-range products. Venus Group regards 1855 Blue Horse Beer, which was born in the United States, as a famous American brand and the only high-end beer brand in Henan, which has strong brand recognition and image power in the urban market. As the main brand in the high-end market, Blue Horse Boss Beer and Miss Blue Horse Beer are the main high-end products, directly facing urban white-collar workers. Because the breakthrough point of Jinxing Group's products and brands is very accurate, it quickly opened the middle and high-grade beer market in the city and maintained the lasting stability and rapid development of the market.

2. Formulate a scientific price system. At present, the low-price competition in the beer market is serious, the price order is chaotic, and it is difficult to protect the interests of enterprises and sales terminals, which seriously restricts the healthy development of the beer market. Therefore, beer enterprises must change their business philosophy, give up the price war, and stop blindly lowering product prices and increasing terminal rebates. Instead, it is necessary to strengthen price management, scientifically price products and formulate a scientific price system, so that product prices can be accepted by consumers, and enterprises and sales terminals can have reasonable profit margins, and more importantly, ensure the stability of market price order. Jinxing Group strengthens price control, implements one-step pricing, strengthens the supervision and management of middlemen's logistics, and strictly controls the phenomenon of hoarding and fleeing goods, effectively ensuring the price stability of China and commercial links; The terminal price is determined by the enterprise, and it is not allowed to be adjusted upward or downward at will, otherwise the terminal will be punished to varying degrees, and the terminal that implements the price policy in place will be rewarded in time, which improves the enthusiasm of the terminal to implement the unified price.

3. Strengthen terminal promotion activities. With the development of terminal marketing, promotion plays an increasingly important role in marketing, and strengthening the sales effect of terminal promotion is more effective than advertising. On the one hand, Jinxing Group strengthens the promotion of terminal dealers, such as rewarding shopkeepers or shop assistants to varying degrees according to sales volume or sales volume, and providing display cabinets, advertising clothes, posters, bottle openers and so on. For the sales terminal, fully mobilize its distribution enthusiasm; On the other hand, Jinxing Group strengthened direct sales promotion to consumers and implemented high-priced sales promotion for high-end wines, which not only ensured the reasonable profit margin of terminal products, but also stimulated consumption and increased sales, and held various lottery activities at the sales terminal (among which the way of winning Liyuan Spring Tickets was very popular with consumers) and provided gifts, which stimulated consumers' desire for consumption and maintained sales growth; On the other hand, improve the salesmanship of shop assistants. The clerk at the terminal plays the most important role in sales. A very cost-effective product, if the clerk does not actively recommend or even attack this product, its fate can be imagined. Jinxing Group provides special training for some terminal cooperative clerks to improve their sales skills, and issues product manuals and enterprise profiles. , increase her understanding and recognition of enterprises and products, and give the clerk a commission on monthly sales. In some terminals with large sales volume, Jinxing Group also provides well-trained professionals for sales terminals for promoters to cooperate with shop assistants for sales.

4. Strengthen terminal services. On the one hand, Venus Group strengthens terminal distribution services. Established a distribution center and a direct sales team, with a distribution hotline telephone service system, a complete range of products, and sufficient distribution personnel and vehicles. And established an efficient product distribution service system, which can deliver the products to the sales terminal at the fastest speed in the shortest time. For example, in Zhengzhou, make a promise that the sales terminal in the urban area will take no more than 40 minutes from receiving the delivery information to the arrival of the goods. Jinxing Group actively distributed terminal promotional products in time to strengthen the recycling of packaging materials; On the other hand, Venus Group strengthens the marketing service of terminals. Generally speaking, the management ability and marketing ability of terminal distributors are weaker than those of beer enterprises. Jinxing Group actively provides professional guidance in management, marketing and human resources, provides transportation vehicles, promoters and advertising support for customers, and continuously improves the management level. On the other hand, Jinxing Group keeps abreast of problems in sales terminals, such as quality problems, breakage, variety and demand differences, and customer complaints. And solve it in time, so that the sales terminal has no worries and concentrates on sales.

5. Strengthen terminal brand image management. Sales terminal is the place where products meet consumers directly and the best channel to promote products and brands. The brand image displayed by the terminal has the most direct and profound impression on consumers, so it is very important to strengthen the brand image management of the terminal. On the one hand, Jinxing Group strengthens container management, and its business personnel should patrol its terminals every day, timely guide and help the terminals to manage product placement, and require products to be neatly placed, eye-catching in location and complete in variety, so as to show consumers a good product image; On the other hand, strengthen the management of POP advertisements. Jinxing Group uses banners, door advertisements, physical models, posters, table number plates, wine glasses and other promotional materials to decorate the terminal, which has a strong visual impact on consumers, highlights the advertising effect to the maximum extent, pays attention to the reasonable collocation and use of promotional materials, and replaces damaged promotional materials in time, which has a strong visual impact on consumers. The Marketing Management Center of Jinxing Group conducts random checks on the terminal brand image management of salesmen, and links it with the salesman's monthly salary.

6. Strengthen the dynamic management of terminals. Strengthen terminal information management and dynamically manage terminals. On the one hand, it is necessary to establish a perfect terminal file, standardize the management of the terminal, update the file data in time according to the changes of the terminal information, and ensure the accuracy and integrity of the basic data. On the other hand, business personnel are required to go deep into the terminal, visit customers, keep abreast of the marketing situation of the terminal, listen carefully to the opinions and suggestions of the terminal, find problems in time and coordinate and solve them, so as to make suggestions for the terminal to do a good job in beer sales. At the same time, we can find the terminals that are poorly managed or maliciously breached the contract in time and take countermeasures to reduce marketing risks and corporate losses.

Supermarket strategy of beer enterprises to open up urban market

In recent years, the supermarket industry, which has developed rapidly in large and medium-sized cities across the country, has become the most important place for residents to buy daily consumer goods because of its variety, low price and strong pertinence. As one of the main consumer goods, beer also plays an important role in supermarkets. As a new terminal, supermarket has played an important role. Compared with other commercial retail places, supermarkets have the following characteristics and advantages:

First, the flow of personnel is large and targeted. At present, supermarkets have become the most important place for urban residents to buy daily consumer goods, and the flow of people ranks first among all commodity stores. For beer products, the target consumer groups in supermarkets are relatively concentrated and targeted, which not only makes it easier for people coming and going to buy, but also has strong publicity and information, and has a good brand display effect.

Second, there are few intermediate links and the goods are genuine. For the supply of goods in supermarkets, many beer enterprises implement direct supply. Through direct supply, not only the product quality is guaranteed, the inflow of counterfeit goods is prevented, and the trust of consumers is gained, but also the middleman link can be avoided as much as possible, which greatly reduces the intermediate cost, making the sales price of the same beer product in the supermarket lower than that of the dealer agency system, which is more attractive to consumers.

Third, the relationship between manufacturers is stable and the operational risk is small. Supermarkets in general, especially some large supermarkets, are large-scale and powerful, and are sunshine industries. Compared with small and medium-sized unprofessional retail stores and restaurants, its operating stability is higher. Once the cooperation between the two sides starts smoothly, there will be no major twists and turns in the follow-up cooperation. Small and medium-sized non-professional retail stores and restaurants are likely to be empty because of poor management, and it is difficult to collect accounts. Although some supermarkets have high entrance fees and high credit, their business risks are relatively small.

The strong vitality and advantages of supermarkets make many beer enterprises gradually turn their attention to supermarket marketing, and the competition is becoming increasingly fierce. Qingdao, Budweiser, Heineken and other brands have become the leading brands in supermarkets. Actively developing supermarket marketing is an important aspect for well-known beer enterprises to fully occupy the urban market and increase sales. For new beer brands, it is also very important to quickly raise awareness and build momentum. Through cooperation with supermarkets such as Shuanghui and Sida, Jinxing Group makes its products quickly enter the supermarket terminal in Zhengzhou.

First, highlight product features. According to the survey of Venus Group, beer products purchased by residents in supermarkets are mainly used for family consumption and as gifts for relatives and friends. Therefore, according to consumers' different purchase purposes, products must be serialized, ranging from ordinary products that are inexpensive and suitable for home consumption to high-end products with exquisite packaging and gifts. At the same time, each series should be refined to meet different levels of consumer demand. The leading products of the supermarket are blue horse draft beer, boss beer, miss beer and fruity beer. Prices range from 20 yuan to 60 yuan per box. The brand is high-grade and the price can be accepted by different consumers.

Second, strengthen on-site promotion. Jinxing Group actively carries out various promotional activities that surprise consumers and stimulate consumers' desire to buy. Give buyers practical small gifts, such as exquisite wine containers and handbags, or bundle them with other daily necessities in the supermarket without increasing the price. Anyone who buys blue horse beer can choose any commodity at the specified price for free.

Third, strengthen on-site publicity. Supermarket personnel flow is large, the target group is concentrated, and the publicity effect is good, so how the on-site publicity work is done is directly related to the sales effect of products. Jinxing Group produces shopping guide boards with outstanding brand personality, pictures and texts, bright colors and strong attraction for supermarkets such as Starr, and places them at the entrance of the supermarket or in an appropriate position in the store. Place beautifully printed product leaflets or manuals at the settlement office for consumers to choose; Hanging eye-catching flags in the store; During the opening of the supermarket or major festivals, balloons, ribbons or rainbow doors are arranged in front of the supermarket and small exhibitions with entertainment programs are held; For the newly listed products, in order to cooperate with the on-site publicity of the supermarket, you can get lucky draws or gifts by holding newspaper advertisements or buying blue horse beer in the supermarket for a limited time. This kind of activity is also a kind of publicity for supermarkets, and most supermarkets actively support it and hold activities together.

Fourth, strengthen daily management. Business personnel of Jinxing Group should inspect supermarkets at least three times a week, feed back market information in time, strengthen shelf management, and strive for the support and cooperation of supermarket business personnel in accordance with strict and unified product display requirements to do a good job in product display. Pay attention to the level and priority of display, and highlight the best display effect among many brands. Large-scale supermarkets with high turnover will send promoters to guide consumers to choose and buy, and at the same time, they will have a good relationship with supermarket administrators and shopping guides to enhance their feelings, so that many supermarket personnel are also happy to sell blue horse beer. Business personnel and regional sales supervisors should communicate with supermarket operators regularly, listen to each other's opinions and suggestions, improve their work and enhance cooperation. In terms of delivery service, settlement method, price, rebate and so on. The other party shall provide better services and conditions as far as possible. Community marketing strategy of urban market

Community strategy of beer enterprises to explore urban market

At present, the competition in the beer market is very fierce, especially in the urban market. In the marketing of urban beer, most beer enterprises put more and more energy into the construction of terminal network, which greatly improved the efficiency of network logistics and achieved good marketing results. However, most beer enterprises focus on the construction of terminal network in hotels, supermarkets and other terminals of various grades, but pay insufficient attention to community terminals. Community terminals either pick up the goods themselves or wait for the second batch of irregular delivery, so as to effectively develop and utilize community market resources.

Although the terminal stores in urban community market are small in scale and the sales volume is limited, with the development of urban communities and the change of residents' consumption concept, the community beer market contains great potential and needs knowledgeable beer enterprises to develop and utilize it. Developing the community beer market has the following advantages:

First, the competition between competitors in community terminals is much lower than that in hotel terminals, so it is less difficult for community terminals to enter.

Second, most beer consumers are community residents, and the good display function of the community can stimulate their desire to consume a beer brand in other beer consumption occasions and improve brand loyalty.

Third, the accelerated pace of life of urban residents makes them more willing to regard their families as leisure places, so there are more and more family banquets and parties, and there are more and more opportunities for family beer consumption.

Fourth, the operation of community terminals is relatively stable, with a long operation cycle, a small amount of receiving each time, and a small risk of repayment.

Fifth, the mentality of community terminal operators is more peaceful than that of hotel operators, and it is easy to establish a good and stable cooperative relationship.

To sum up, the development prospect of urban community beer market is broad, and implementing community beer marketing is a powerful means for beer enterprises to strengthen the construction of urban marketing network and improve the control of urban beer market. Venus Group operates the community marketing of Beer City in this way:

First, establish a high-quality community marketing team and vigorously explore the market. Jinxing Group specially transferred some excellent business personnel from local companies to form the Community Department. This team is a strong soldier, willing to bear hardships, strong ability, patience and good communication, and can go deep into urban communities to widely publicize and promote products.

Second, establish an efficient distribution mechanism and provide good services. Although the market consumption of unit community is limited, urban communities are widely distributed and scattered, and the distribution is not concentrated, with a large amount of distribution. Venus Group has established an efficient distribution mechanism. In addition to ensuring the supply of the company's finished goods warehouse, we also rent warehouses in the city to establish transfer stations, which can deliver goods 24 hours a day in summer, which can ensure that each residential terminal has sufficient supply at any time, and provide freezers and display cabinets for terminals with large sales volume. In the recovery of payment for goods, you can take the way of paying for goods once a month or once a month, and recycle empty bottles once every two days, so that terminal merchants can make considerable profits on the bottles.

Third, the market investment is sufficient in the early stage of development. In the initial stage of community market development, the market investment may be far greater than the market return, but once the market is fully launched, the marketing cost will be greatly reduced and the market return will be very considerable. Therefore, the marketing investment in the early stage of the market must keep up with the profitability, promotion and publicity of community terminals, so that community terminals can accept this beer brand through comparison. At the initial stage of investment, Jinxing Group showed the generosity of large enterprises and fully supported vehicles, display cabinets, umbrellas, promotional items, terminal advertisements and other equipment.

Fourth, do a good job in price management to ensure that the terminal has satisfactory profits. Jinxing Group strengthens the control of community prices, prevents the occurrence of hoarding and fleeing goods, prevents price chaos from leading to the decline of terminal profits, and keeps prices relatively stable. Implementing one-step supply price, each community terminal must sell according to the price set by the factory, and give a one-time reward according to the sales volume of the terminal or the sales volume per unit time, so as to stimulate the enthusiasm of the terminal to exclusively sell the Venus brand, and strive to make the terminal develop into a distributor and establish a strong terminal barrier.

Five, close to the residents' life promotion means. Community terminals directly face consumers, so it is very important to promote consumers. Flexible means and methods are the key to successful promotion. Jinxing Group presents disposable plastic cups of wine in the community, one for each bottle, which is very convenient for consumers to drink; After consuming a certain amount of beer, consumers can get extra gifts of necessities such as oil, salt, monosodium glutamate and seasonings. Consumers who sell the most beer in each community in that month can get a free ticket for Liyuan Spring Day. The promotion close to residents' life has greatly stimulated the consumption desire of community residents.

Sixth, terminal publicity should keep up. Community terminals directly face beer consumers, with high utilization rate of advertising resources and good brand display effect, so it is very important to do a good job in publicity of community terminals. On the one hand, it is necessary to strengthen the layout and management of pop advertisements in community terminals, make posters, flags, umbrellas, etc. and put them on community terminals in large quantities to create a strong brand atmosphere. On the other hand, small-scale activities can be held irregularly, such as organizing small amateur opera performances or pop songs concerts in cooperation with community neighborhood committees on weekends to stimulate consumption.

Seven, scientific product mix. Beer consumers in urban communities are mainly mass consumers, and the end products must be suitable for consumers' consumption needs. Therefore, the leading products should be mainly middle and low-grade mass products with high quality and low price, and the product varieties should not be too miscellaneous. It is necessary to highlight leading brands, concentrate on one product and establish a solid market foundation. In view of the increasing demand of consumers for beer freshness, we should strengthen the promotion of bottled draft beer while strengthening the release of bottled beer in summer. The large capacity of ordinary bottled wine is not convenient for residents to consume, so it is very convenient to put draft beer in a barrel with a capacity of less than 5 liters (currently being promoted by beer companies). Residents can consume it at home after purchasing, and enterprises can recycle empty barrels at any time. In addition, it is also a good idea to sell draft beer in the community. It is reported that a beer enterprise in Qingdao sells draft beer in the community, and residents use plastic bags and thermos bottles. To package draft beer, and it sells well. But the consumption habits of residents in each region are different. This method can only be successful if it is recognized by residents and forms an atmosphere.

Eight, we should make full use of the network resources of dealers. The early development of urban community market mainly depends on the strength of beer enterprises themselves, but the urban community market is widely distributed and has a large amount of management in the later stage, so it is impossible to rely solely on the strength of enterprises themselves. Moreover, the long-term control of the community market by enterprises will cause dissatisfaction among dealers in this area. Therefore, after the market develops and enters the growth period, we should make full use of the strength of one or two batches of regional markets to carry out terminal distribution and daily management, and the function of beer enterprises will change from market development to market supervision and maintenance, so as to steadily improve the profits of distributors and enterprises and achieve a win-win situation for manufacturers.