How Small and Medium-sized Operators Deal with Blowout Quotes of Imported Wines

Due to the recent decline in import tariffs and the expected appreciation of the renminbi, imported wines will exert great pressure on domestic wines. It will not be surprising that the imported wines will reach 30% at the end of 2013. In the face of such blowout prices, large operators have already laid out their layout and the strategy is very clear. Small and medium-sized wine operators are not sure about the characteristics of wine sales, especially wine sales, but they do not have strong capital and networks, and they do not have their own sales channels. Most of them put their goods into the warehouse and they can't make any progress. How do small and medium operators assign a glass of wine to a feast?

First of all, understanding should be clear. Although there will be a golden decade in the wine industry, most small and medium-sized distributors only pass in the process. In the end, only 5% to 10% of operators can survive. We can use this market to make a fortune, but we must have the psychological preparation to leave the industry, the current wine industry is a hundred schools of thought, but the rules of the game is still big fish to eat fish, fast fish to eat slow fish, and finally there will only be a few fish Can survive.

Second, the thinking should be clear. The funds and resources of small and medium distributors are limited. They should not be large-scale, but small and refined. The specific operation should implement a focusing strategy. First choose a brand with potential, because after a few years after the well-known brands imported in the Chinese market may only have about ten left, so choose a brand with stronger survivability to be a regional agent. To concentrate its limited resources on a brand and a city, gradually establish its own channels and form its own regional brand. In this way, companies can develop steadily. Must not be greedy, a talk is to require the national agency, the province's agent. To tell the truth, many foreign small wineries are very much looking forward to giving you the general agency of the whole world. They have the price advantage to sell the world. Can we do it?

Again, investing carefully. Many people who started to make wine are used to starting a store first, then advertising, and they are expected to promote it. I think this idea is very dangerous. At present, the cost of opening stores in second-tier and third-tier cities is very large, and the labor cost for decoration costs is hundreds of thousands of dollars a year. In addition to the effectiveness of advertising, stores are of little value, and there are few direct purchases of wine from the stores. As a result, the money earned from selling wine is spent in stores, and overall it is not profitable. Then there is advertising. It is not realistic for small and medium-sized operators to rely on advertising to establish brands of imported wine. Because most of the foreign wine manufacturers are selling at bare prices, they do not support the advertising costs of imported wine operators. Advertising investment is very large, but it has little effect. In the short term, a substantial increase in sales will not come. It is often the beginning of advertising that it cannot survive.

In the end, the method must be flexible. The operation of small and medium-sized operators should be small, fast, and flexible. This is also the relative advantage of larger operators. Badly-sold products can be quickly adjusted; pricing strategies should not be fixed, starting with the normal flow of water as the goal, but we must pay attention to their own bottom line; channel operations can use different ways to cooperate; promotion is more Use any method that you think you can operate. In addition, we must actively use advanced marketing methods, blog marketing, microblogging marketing, online sales, direct marketing methods, etc. Small and medium-sized operators can only use a unique marketing approach to achieve leapfrog development.