In wines, the eyes of a strong brand, dealers are "sheep" in the "policy" of the whip to survive; in the small wine prices, weak brand eyes, the dealer is the "wolf", rebellious, hard to detect and continuously threat to corporate, brand survival and development; to buy the brand, developing brand eyes, the dealer is the "official told us," can be misappropriating, you can enter the market, can be exploited; cross peak in the eyes of a group of dealers armed to the teeth of the original ecological marketing tribe ... ... - Inscription
△ why "armed to the teeth"
Liquor dealers are liquor prices and the terminal, consumers of "connected vessels." On the one hand, dealers choose brands, select the joint venture, as the first "object"; the other hand, dealers to face stiff competition in the terminal, the cumbersome maintenance of distribution management and marketing. Double pressure, dealers unique and embarrassing position.
Blind out, point a lantern. Someone asked: "You see, lamps doing?" The blind man said: "I can not see, but other people can see me ah!" - Dealer is "blind lighting," but will not be wasted wax or lamp oil. Why?
Strong brands, liquor companies rely on brand and market share, consumer advantage, took possession of the best dealer resources. Dealers is their porters, rules of the game for them to formulate, not earn money, business development and growth all depends on their "face." Therefore, the wines, a strong brand, dealer, only a flock of sheep. In the end the struggle for change and market structure, the dealer has neither control over, there is no right to speak.
Buy the brand, developing brand wines wore the cloak around Happy Valley enclosure, dealers buy the brand already read the story of growth, for short-term interests and driven the market trend, distributors are operating in fear of these buy brand; Zhou Yu and Huang Gai between, although one is willing to fight, one is willing to endure, but the fight all the calculations, the operator account all of the small 99;
Regional brands continue to rise, dealers operating in spring did not come. For the regional brands, the distributor network; to the dealer, the regional brand is a tool to maintain business operations; a large number of guerrilla brand, end brand in the market, get together and race to raise the threshold terminal, channel network congestion, the price system disorders, advertising and promotion to upgrade, superior products emerging, Di Dangjiu fake and shoddy products. Year to drink down a brand, brand investment grow the industry, started taking the fraud, emerging new products, expanding beer, wine, rice wine market share, so that liquor distributors battered, smoke and mirrors, but also can only follow the crowd - not see the road, but cars still have to pull.
Channel transition, the trend of the terminal changes, from fast consumer goods related to the wine market. Dealer from lantern arising from China in addition, must from the operation, management, services armed to the teeth - otherwise, not only can not cope with the fierce competition in the terminal, progressive and rational response to consumer consumption, can not cheaper in the company accounts for the Game .
So, armed to the teeth of the distributor network construction started Session, began a joint regional distribution network, and began a joint terminal Baotuan do, and began breaking the upstream industry chain manufacturers alliance strategy. Neither the creation of "platinum channel" or build "green channel", dealers are Dazhaodenglong seek liquor marketing voice, control over. At least, armed to the teeth of the distributors, and manufacturers in the negotiations can be done, "beak copper teeth" as well.
△ What is "original marketing tribe"
Liquor dealer's marketing behavior, in the liquor industry's lack of strategy, lack of reason, respect for tactical marketing strategy seems extensive but the climate in the original.
Terminal Market competition is fierce, but the plight of the terminal is not in marketing, technology, management services, which is input into the terminal manufacturers - the greater the cost of buyout investment, the higher the success rate of the terminal market. In recent years, achieved remarkable results around the Jiu Shi dealer, have respected "disk drive" of marketing theory, in fact, as long as dare to invest, regardless of broader market small cap, won the only question is, where's the marketing skills?
Shrinking distribution channels, so that liquor distributors out of the shopkeeper's inertia business practices, but flow to the intensive distribution channels from the circulation to the breakdown of marketing, dealer business management, continue to experience bottlenecks in the throes of transition. The flow of new marketing competition issues, as dealers grow Hom, more dealers unprepared - not complete transformation, not transition, they can not control, run under the new marketing distribution network.
Concentrated wines, the rise of regional brands, the terminal of the brand's fast moving consumer goods marketing features, rapid changes in the market for liquor dealers overwhelmed. As a result, dealers groups were divided - the traditional distributors, specialized distributors, terminal operators and a variety of carriers based in the intermediate transition state dealer. In the naive, the lack of systems marketing Jiu Shi competition, dealers marketing operations, are in "trial and error" stage. Therefore, We call this spontaneous, original state, is trying to stage dealer marketing, and large groups, dealers, collectively referred to as the original eco-marketing blog.
Primitive tribes in the marketing, the dealer group with sheep, a wolf, a cautious "old ox", but also constantly misled by the "Tang Monk." But in chaotic markets, dealers are in accordance with the market's brutal, tragic situation of competition, he learned the "piercing eyes" "beak copper teeth." Liquor industry as a dealer in the tertiary industry has become the main force Jiu Shi Marketing. Liquor industry the most profitable part of a huge dealer nourish marketing tribe - so primitive tribal marketing, brand blossom everywhere, everywhere Bentu wine wine enterprise market, for more and more stronger.
On the one hand, dealers are integrated during this painful period; one hand, the dealer became the final piece of the profit Jiu Shi soil. Vendor relationships, win-win cooperation, channel innovation, such as a terminal change the thinking of another one wave, the original eco-marketing blog, started marketing the new long march of innovation.
In such a marketing background, the dealer at any time pay more attention to their own transformation and growth. "Blind lighting," the dealer, with actual sales, with the failure of the cost of funds, continue to explore the transformation of innovative ways - blind lighting, lamp oil does not charge. Interaction between a large number of dealers in the company, the growth of new channels, logistics providers, the regional market distribution network operator, a brand operators - Shaanxi-day horse, high source of Zhejiang, Henan Red Star and other dealer business, from the original eco-marketing tribe emerge as the dominant regional Jiu Shi, a marketing tribal "chiefs."
Dealer marketing of the road, the road march as marketing rock, rough, bold and full of bloody - and wine enterprises of the naive, impulsive, paranoid marketing than the dealer's even more practical and tragic. This is the Original Chinese liquor dealer marketing tribe.
△ return to dealer outlets
In 2003, the clumsy "Liquor Dealers Guide" led to liquor industry boom. Self-perception from the dealers, distributors and dealers gold art of war the way out the direction for the liquor industry has set a benchmark. Over the past four years, liquor industry, the media, all located in the distributor. Changing market, dealers and some friends found a way out, and some have already moved away from this crazy market. More dealers, they are still on the road, walking to see.
Dealers are pragmatic, as the driver to pull carts. Both buried pulling carts, they have looked up to see Road. No matter which way out towards the road is always to go. Thus, the marketing of the way liquor dealer, appears to falter. And other characteristics of different industries, the liquor industry, regional, liquor taste-dependent products, liquor companies marketing blindness, white wine competition in the market disorder features to distributors such as loose sand - different dealers, each different way.
Liquor retail marketing trends change and the transformation of consumer spending habits change to a different dealer, it is difficult to use a standard, several directions to illustrate the way out. Dealers gradually from original carve into the marketing tribe.
① large regional market, brand operators, operators
② sub channels, specialized terminals, channel distributors
③ flow of 23 market distributors
④ supermarkets, shopping channels, specialized suppliers
⑤ large, medium and small logistics providers, terminal providers
⑥ Customers, direct marketing, specialty stores, franchise chain operators
⑦ OEM brand operators
Roads leading to Rome - no matter what business model to differentiate into the dealer, "model" is the dealer for survival and development core competencies. From a strategic and industrial division level, the dealer's way out is to form a "marketing strategy" - that is, Building a unique core competence of dealers.
"There are a blind alley and walk many people, have become a way" - "Liquor Dealers Guide" to make this statement of Mr. Lu Xun conclusion, it is dealers, "Gold Rush era" of exploration. In the liquor industry into the industry, market the brand pattern forming, shaping stage, liquor dealers can no longer jam in the "many" are used to repeat the success we were unsuccessful steps into trod the road. But should be bold and innovative, inventive, unique strategies for taking the road - such as union, integration of capital, logistics, information technology, terminal integration, direct marketing and so on with the new trends in retail innovation. Only the unique core competence, to marketing across the tribal primitive to the era of globalization brand operators, terminal operators in the camp, the achievements of the new forces liquor industry, which is a new way of Chinese liquor dealer, is also China systematic liquor industry, the market systematic, systematic marketing a must.