Shop fine operation
China's wine store is how is it? There are many wine industry so surprised to ask questions.
In other countries, wine stores streets to highly personalized landmarks and professional service to win, only a few high-end wine sales in stores, consumers in the purchase of wine is also very reassuring.
Turning to China, there are a lot of businesses in the form of imitation wine store sales, store located district, interior decoration is very hard, but most businesses business is deserted, perennial store closed, when the door and into the customer, the clerk was in the cold attitude may also occur. Inquired down that the original store has deserted them behind a gray marketing line in operation.
The display of goods that become businessmen, referral services, and culture of wine stores, has now become the gray marketing "front door." This form only imitate but gray marketing positioning stores suffered a heavy blow in the moment.
Especially since the second half of 2012 to adjust the start, by the industry environment and related policies to combat the impact of irrational consumption bubble, store this morass into a loss, Changchun, Harbin, Beijing, Zhengzhou, Wuhan, Xiamen, Ningbo, etc., especially in Jiangsu and Zhejiang area, store model seems to be down in the "domino", followed by fall.
According to practitioners observe chairman Shandong crown Granville International Trade Company 杨焕涛 point of view, from 1996 to 2005, is China's wine market by entering a period of rapid development period of enlightenment, dining, night games, Chaodeng traditional channels composed of wine The main sales force. From 2006 to 2011, with the continuous expansion of the market, increasingly fierce competition, combined with the wine's unique personality, with the salient features of the store and chain mode homeopathy and health, a great "Xinghuoliaoyuan" trend.
"Early to enter the market have some experience and resources accumulated, various brands have come from behind and then posture, this time, many traders began to buy, over the identity of one of the diversified retail, and the completion of the identity transformation vectors that stores and wine cellar. "Yanghuan Tao said that the subsequent period, mushrooming liquor transcoding point spread was born second and third tier markets, but from the second half of 2011, blowout momentum halted, with the market structure continuous differentiation and remodeling, store model also began to experience industry "final exam", some stores in the market and had to exit.
For the store, "reduced" to analyze the reasons and Yang Huantao tend to believe in the industry to adjust background, wine store channel a "quagmire", not the name, the shop is good or bad reasons, is not decoration, exhibition and shopping guide staff professional quality problem, not even wine quality and cost problems, but to solve the problem deeper business model.
Overall, he is a wine store business hardships of the road, you need to invest a lot of manpower, material and financial resources, time-tested before profits. However, the advantages in store products, branding and other aspects of the wine experience is obvious, and therefore worthy of attention vintners.
Yanghuan Tao believes that wine stores should be fine operation direction, not just in the business district location, purchase wine experience, decoration design, more importantly, the store profit model, in creating promotional sales environment, to be effective management, In the above, based on the creation of mini-shops, open repeated consumption for public consumption, there will be some benefits.
Wedding market should not be overlooked
Downstream of the industry, wine diversified channels widely recognized as the wine market segmentation in the market in recent years, popular wedding acceptance, market share of the wedding also will be more and more channels.
With the promotion of wine education, wine, although still occupy the mainstream wedding market, but wine is also gradually into the public eye, and gradually take place. From a national observation, especially in coastal areas in the southern city, due to a higher awareness of the wine, the wine market has already boarded the wedding table. Future, in northern China's wine market, do weddings at the hotel drinking wine will also be more and more.
In Yang Huantao view, from the current wedding market showed two main characteristics: First, Beijing, Shanghai and other markets, higher consumer brand; furthermore second and third tier markets due to a late start, consumers are more value price factors.
"Wine has become the new darling of the wedding market, more because from the consumer market orientation, the wedding market in wine consumption staggering Quanzhou, Fujian Province, Quanzhou people not only have 'Pinjiu' hobby, wine taste more fit local People light diet. "Yanghuan Tao said.
After the arrival of the industry adjustment period, the amount of the wedding market began, many married couples in order to avoid the "get together", the weekend as a wedding date, wedding affected by seasonal weakening, businesses have hit a variety of wedding promotion on the table 70 to 80 yuan / bottle of wine choice for consumers, red and white with a trend.
With 80, 90, after a generation gradually become the main consumer, personalized wedding become the future trend of development, fashion features personalized wine meets the pursuit of young people. Some traders customized according to the needs of a married couple with wine, popular sought after young people.
According to a comprehensive survey data that, China has about 10 million pairs of new weddings each year, the total amount of wedding wine at around $ 10 billion. The past two years, wine consumption in growing capacity occasion, weddings are fission in different directions, such as the full moon feast, Teacher Appreciation Banquet, school feast after another.
Yanghuan Tao believes that in order to make the wedding wine sales market, we must do the wedding market survey to understand the regional wedding market consumption habits and psychology is a necessary condition for the wedding market, "because marriage is different from other channels, channels, each market segments should have their own consumer characteristics, weddings each region has a relatively distinctive wine consumption characteristics, which in terms of packaging performance, mainstream wine type, degree and kingpin mainstream price band and so. "
But there are also similarities exist. Although the various regional markets consumer brands wedding may vary, but most consumers will choose the local "popular brand" or high-profile brand, after all, the wedding market is reflected in the face of the occasion.
In terms of price, with a price range of wedding wine generally divided into four classes: 100 to 180 yuan / bottle for the high-end, 60 to 90 yuan / bottle for the mid-range of consumer, 30-60 / bottle for middle and low consumption, 30 yuan / bottle The following is a low consumption.
Finally, in the face of market competition, the integration of resources and a central figure in the lock key goals, helps to lock the local channels marriage, through other channels to obtain customer information, or to seize a key figure, is also important.
Pay attention to-drink market value
Restaurants, hotels and night games and other ready to drink wine sales channels have always been an important part, but few companies to rely on its profitability. We found that the liquor, beer or wine has health promotion in restaurants figure, but there are rare wines appear in the food terminal sales staff. It has a relationship with the food channel was hit, according to "China Wine News" reporter, a former dynasty wine sales channels will focus on metropolitan-star hotels and upscale hotel restaurant, the proportion of large, was over 50%. With the financial crisis, the limit appears "Three consumption" policy downturn hotel business directly affects the wine merchant business, to learn the lessons of the wine industry by-dynasty no longer rely on the food channel.
The actual operational level, such as in the food or drink terminal channels are rarely successful. The biggest problem that caused the failure is that wine consumption in the food channel little table wine philosophy has not yet formed, in addition to star restaurant and Western restaurants, few people are willing to take the initiative when drinking wine, table, Chinese consumers will drink wine as an everyday social still account for only a small proportion of the market.
However, the important role of food channel in wine sales can not therefore be ignored. Under the constant adjustment of the industry, the food channel will be profitable traders form an important support.
According 杨焕涛 of observation, with the Chinese wine market into a period of adjustment, wine consumption in hotels and other places seemed to be somewhat cautious, but it reflects his agent, 375ml of small package products more popular with consumers, with the main party personal consumption did not seem to be affected substantially.
Especially in the wine-themed restaurant is in the preemption of resources within the scope of a small minority have some influence. These restaurants have a more professional product, more professional sommelier recommended product, is a small branch of the channel, but it can lead the high-end wine consumer trends.
Yang Huantao proposed shop shop "supermarket wine evaluation" of the channel capabilities and operational efficiency worth examining distributors and operators, and tap new value exists, "the current understanding of Chinese wine consumers have turned to drink from a status label function taste and adorned with functional requirements. "
Compared with smoking hotel channel, the hotel "cheap supermarket wine" does not increase the relative cost of the venue, there is no increase in the relative cost into the store, so you can take low-cost direct sales policy, to ensure that both sides can profit maximization and consumer prices minimization.
Second, consumers can "drink cheap supermarket" buy rest assured wine, cheap wine, wine prices conform to rational regression trend, to help consumers, in line with future trends, such as to form a brand, scale, will be Consumers can pull back to the hotel to buy wine.
Third, the "wine discounters," we can improve attendance catering, catering to drive efficiency, enhance public recognition and brand reputation, industry reshuffle is conducive to the healthy development and enterprise.
"'Drinks discounters' is vivid drinks promotions and an organic combination of open service." Yanghuan Tao told reporters that "wine discounters" to do a variety of faiths and consumer interactive activities, such as membership points system Member tasting, liquor send food, dining send wine, wine wedding gifts birthday gifts and so on. As another example, the development of takeaway drinks, buy wine, wine customization, delivery and other extension services, the "wine discounters" socially oriented assured accomplishing wholesale buy cheap wine center, thus, its channel capabilities and operational efficiency will greatly improve.