Who should I sell beer to in winter?
Who is the winter beer sold to?
1- change our thinking and develop new markets.
The meteorological index of beer originated in Europe, which means that when the temperature is above 22℃, the sales of beer will increase by 2 million bottles every time the temperature rises by 1℃. After reaching 25℃, the sales volume soared; But after a certain critical point, as the temperature rises, the sales volume will drop. Beer index not only provides a basis for merchants to distribute and people to drink beer reasonably, but also shows that where the weather is hottest, beer sales will be the most prosperous.
In the same China, maybe it's winter when snowflakes are flying in the northeast, but it's scorching sun in Hainan Island. Different geographical locations lead to different needs of consumers, and beer in the off-season here may reach the peak season there. Therefore, for beer enterprises, enterprises can choose to go to tropical and subtropical areas in the south and develop new markets in the off-season in the north.
2- Innovative beer products
In the off-season, some new products are launched in time, so that consumers can not forget the brand of the enterprise in the off-season. At present, most enterprises have developed winter beer such as warm beer, red beer, hot pot beer and ginger beer in view of the large demand for human body heat in winter. At the same time, it also supplements in autumn and winter, and uses modern technology to make health beer with special health care functions, gradually creating a new selling point that sells well in cold season. Just like German beer soup, after the beer is boiled, all its alcohol components evaporate, leaving only the fragrance, which becomes a unique beverage. After all, the off-season is only a relative concept, and innovative products are attractive at any time.
3- Guide new consumer groups
Just like the off-season caused by climate differences, there will be off-season for product sales in different intervals. When there is a low season in the urban market, there may be no signs of low season in the rural market or the urban-rural fringe market at all; The domestic market has entered the off-season and the international market may be entering the peak season.
The key is to grasp the market demand. Most people drink beer seasonally, so we must cultivate and guide new consumer groups through various promotional means. Promotional activities are unique and distinctive. A set of attractive and gimmicky large-scale off-season promotional activities, tailored for those who dare to drink cold beer, to stimulate terminal consumption. At the same time, the target audience should be accurate and appropriate, and the off-season marketing target is mainly aimed at young people who are brave and energetic, love fashion and are willing to accept new ideas.
How to "correct the name" for the enterprise?
1- change the concept of off-season.
If you want to shine in the off-season, you must first change the marketing concept in the off-season. In the off-season, more marketers choose to wait for the arrival of the long peak season; I chose to rely on it, hoping to rely on the company to "strike hard" and make the market glow; Choosing essentials, policies, rebates, and promotions so that goods can be easily pressed is a typical negative thought in the off-season.
Light and not heavy, but relatively speaking, in the case of overall decline in market sales, everyone faces the same environment, but the difference is that enterprises have different strategies and tactics to deal with the off-season market, so it is very important to change their concepts.
2- Integration and promotion of products
After adjusting your thinking, the core of breaking through the off-season is action. The off-season is the best time for marketers to sort out and integrate products in this area. Off-season sales are relatively stable, and moderate adjustment of product layout and structure will not have much impact on market sales.
Promote new products, especially profitable products. When promoting new products in the off-season, because there are few competitors, it is often easy to cut in and spread the market quickly. At the same time, new products will bring new feelings and new impetus to salespeople and distributors, and finally bring new growth points to the market and enhance overall sales.
Eliminate old products. Some unprofitable and aging products are basically the "chicken ribs" of enterprises, but because they occupy a certain market share, they are often afraid to cut them off rashly under the excellent situation of selling well in the peak season, so it is timely to take advantage of the good opportunity of listing new products in the off-season to let colleagues have a good transition and connection between old and new products.
3- Expand sales channels
After the launch of new products, it is very important to actively expand and broaden channels in order to have better market performance in the off-season. In the off-season, some channels are often "idle" or even abandoned due to the carelessness of competitors. For marketers, this is an excellent opportunity to develop channels, expand networks and squeeze competitors.
Eliminate blank spots. All the blank outlets in towns and streets within the jurisdiction will be swept away, and street sweeping and distribution will be implemented. Blank sales outlets that have no time to take care of during the peak season will be covered by carpet and all-round development. Launch new products in the off-season, give special preferential policies and attract competitors' network resources.
Open up a second front. Take advantage of the off-season, vigorously develop characteristic channels or channels, such as schools, internet cafes, bathing centers, entertainment places, etc. And expand channels, let products enter more channels for sale, and increase the opportunities for products to contact consumers.
Implement investment promotion. By attracting investment in the off-season, we can expand the choice of customers, strengthen communication and choose more suitable customers, thus optimizing channel resources and seeking incremental market breakthroughs for the off-season.
Strengthen and deepen customers' feelings. Strengthen customer service, can do consulting sales, help customers carry out in-depth distribution, and solve some difficulties and practical problems in the market operation process; Take advantage of some important and memorable opportunities such as customers' marriage, having children, birthdays and children's schooling to better establish good personal relationships with customers.
4- Strict market evaluation
In the off-season, there is still a crucial and core work that needs to be done well and solidly. This is the off-season market sales assessment. In the off-season, the inertia as a salesman will be exposed in an unobstructed view. Therefore, as an enterprise and its sales manager, one thing must be done well in the off-season of sales, that is, the strict management assessment of salesmen.
Attendance management. The salesman's basic salary is linked to attendance, and the daily attendance system is implemented. The local fixed telephone is used for attendance, and the back office staff records the telephone and conducts spot checks.
Evaluation of distribution rate. In the off-season, as long as the market and channels have a high distribution rate, it will have a certain impact on the target audience in momentum and sense. In particular, the terminal display of products should be done well, which can increase the frequency of contact with consumers, thus increasing the sales opportunities of products.
Product structure adjustment. By rationally planning the proportion of high, medium and low product structure, the purpose of reducing sales volume without reducing turnover and profit is achieved.
Strictly enforced. The key to management lies in management, the key to management lies in assessment, and the key to assessment lies in implementation. In order to implement the market assessment, the key is to implement the system and ensure the smooth implementation of the off-season strategy.