"Strategy advancement" of beer marketing transformation

The Chinese beer market will continue to be a buyer's market within a few years, and market competition will further intensify. The rapid growth of the second and third-line brands has intensified the level of market competition. At the same time, the first-line brands have stepped up their efforts to expand and reshuffle, significantly accelerating the pace of industrial integration. However, the main players in the competition will also focus on the three main camps of China Resources, Qingdao, and Yanjing. Heavy beer, Harbin Beer, Venus, Kingway, and Blue Ribbon will follow closely, creating a melee situation. Behind the competition, the domestic beer industry will accelerate the pace of integration. "Become a strong cooperation between beer companies and the era of the grand coalition became a keynote." Through cross-regional, cross-industry, cross-ownership alliances, mergers, and reorganizations, efforts are being made in the direction of scale, grouping, and chaining to gradually form Large enterprises are leading and reasonable layout of coordinated development of SMEs.

Although beer companies boosted industrial concentration through vigorous promotion of corporate mergers and restructuring, as an independent beer brand, marketing has not relaxed. Although integration is a trend, competition still exists for a long time. This not only reflects between the first-line brands, but also reflects the second and third-tier beer brands. The integration of the industry puts forward higher marketing requirements for beer companies.

Making big sales is the root of survival In the Chinese beer market, which generally lacks brand accumulation, there is no market base, no stable sales, and brand building is no different from castle in the air.

First of all, develop different kinds of beer products according to the needs of differentiated market segments. A reasonable product structure should be high, medium, and low, and each grade of the product has a corresponding consumer group and a reasonable share. Through the continuous replacement of old and new, survival of the fittest, the product has been upgraded and the product differentiation has been maintained.

Second, scientific planning of promotional activities will benefit consumers and bring brands and consumers closer together. In recent years, few strategic beer promotions have been seen. Often the road shows are inexplicable, advertisements that can only be spurned, and higher terminal rebates or unfair prices, channels, and terminal battles.

Once again, the diversity of beer consumption and purchase venues objectively requires a combination of multiple distribution channels. The use of multiple channels must take into account the complementarity and conflict of channels, such as the main night market products should not appear in the super channel. The focus of channel intensive cultivation is on incentives and management of distributors, as well as support and services to terminals.

Marketing transformation to achieve strategic breakthroughs To adapt to new competition needs, beer companies should quickly adjust to achieve the following several marketing transformations and breakthroughs:

The initial success of marketing depends on opportunities, and continued success depends on the foundation. Facing the beer market that is increasingly rational in consumption choices, the increasingly mature consumer atmosphere, and increasingly fierce competition, the competition of enterprises will evolve into a comprehensive confrontation of brands, channels, promotional resources, and management capabilities. The overall strength comes from the basic marketing and system marketing. The importance attached. Therefore, companies should pay more attention to the marketing and management of regional markets: beer production companies should gradually change the status quo for distributors to promote sales, and the promotion battlefield to the terminal, or even directly for consumers to promote. Not only need to discover opportunities, but also to cultivate opportunities and create opportunities. Many markets “become a marketing and management failure.” That is, the marketing thinking of a company still stays at the stage of opportunity marketing and lacks basic marketing of the market.

In addition to enhancing the enthusiasm of business people, enhancing the control over the channels, and enhancing the exclusive competitive power, beer companies must also subdivide, upgrade and optimize the channel structure, and implement hierarchical and specialized operation management.

Channel innovation boosts vitality Beer companies need to be involved in the development, construction, management and maintenance of the target market channel network in order to create a strong control over the market, in order to achieve immediate and accurate understanding of consumer demand and effective terminal and distribution. Strong control over links and distribution. With too many channels and too long channels, the company's business philosophy will not be able to land on the market, and it will be impossible to nurture and guide consumption, let alone realize the original intention of strategy.

Beer marketing power will be more reflected in the channel's rapid distribution capabilities and service maintenance capabilities. Channel integration and flattening are the general trend. In order to strengthen the beer's rapid distribution capability and service level, it is necessary to increase the integration of the original channel structure. Who does the enterprise support, who is the primary distributor or the secondary distributor? Although there is no set trend, the current beer industry generally follows the criterion of terminal influence on the choice of supporting and fostering objects. That is, whoever has a strong influence in the terminal market and has advanced awareness and ability to do the terminal, then it will give priority to whom.

Beer companies should also focus on channel value-added marketing strategies, and use them as an intellectual investment and intangible resource support for target markets, and to lead the growth and development of channel members and enterprises simultaneously as an important part of marketing strategy. Through channels such as customer forums, associations, new products promotion seminars, special lectures, etc., extensive training is provided for channel members to realize the communication and instillation of the company's business philosophy with channel members, especially the offline members, and to bring the manufacturers closer to each other.

Strategic Publicity and Promotion Following up on the precise positioning and clear distinction of the beer brand, it is necessary to consider how to use various means of communication to communicate your positioning ideas to the public. Positioning is your own cognition. If this cognition cannot be properly implanted in the minds of consumers, there is no market significance. The marketing methods are varied, including advertising, public relations, events, word of mouth, etc. The most common method used by beer companies is advertising.

Jinxing Beer has entered the forefront of the industry in terms of scale. In 2002, the market coverage has expanded to more than ten provinces and cities such as Henan, Shanxi, Shaanxi, Guizhou, Yunnan, Sichuan, and Jiangsu. The production and sales volume has always maintained a growth rate of more than double digits. However, in the brand image, Venus is always the representative of low quality and low price in the minds of consumers. While the production and sales volume is increasing steadily, it is an urgent problem to improve the brand image at the right time. Fortunately, the senior policy makers of Venus Beer have clear ideas, respond to market changes in time, and adjust development strategies. Starting from 2003, they have made comprehensive strategic adjustments to the advertisements of Venus Beer, and have introduced the slogan “Quality to win the world” in high density. The advertising campaign, and hired idol star Hu Bing as its brand spokesperson, has achieved remarkable results in terms of visibility and brand influence.

Advertising is not just for booing, but for spreading the brand's ideas and ideas. A brand without ideological connotation, even if it has a high reputation, it is difficult to have lasting influence.

Manufacturer win-win is really "win article source China Wine News Network"

In the case of business interests, dealers will only start business with companies if they continue to make money. After establishing one or more cooperation methods based on actual needs, vendors must take effective measures to implement:

Market joint development: Manufacturers provide more support for dealers in terms of people, property, etc., and assist dealers in target market selection, marketing program formulation, product distribution, and loan collection and other services to help distributors to market.

To carry out joint promotional activities: In a certain target market, use the advantages of both parties to jointly carry out promotions, such as cooperative advertising - dealers in the local media to publish advertisements, manufacturers give a certain amount of subsidies according to sales; provide other promotional tools - Manufacturers provide samples, free tastings, prizes, gifts, POPs, etc. for dealers.

Realize the sharing of information resources: Strengthen the communication between manufacturers and distributors, and timely communicate the information they obtain to each other, share information on market research, competition situation, consumer trends, etc., and formulate a more scientific and effective Marketing measures and programs to increase market development success rate.

Let the dealers visit the developed regions to visit and inspect: After comparing with the scale and business model of the dealers in the developed beer market, the distributors will see gaps, stimulate a strong desire for growth, and break the shackles of development.

Providing training for distributors: Many beer dealers have four shortcomings: insufficient market development capacity, insufficient promotional ability, insufficient management capacity, and insufficient self-improvement ability. Manufacturers can not compromise and concessions to the dealers, but to allow dealers to master the methods of making them bigger and stronger, and to improve their ability to make money.

Humane development of brand value From the decentralized brand to the centralized brand, the return of the sub-brand to the parent brand is an inevitable trend in the current development of the beer market. For beer companies, when the brand matures to a certain degree, timely and scientific extension is a shortcut to further expand the brand. And this extension is "to make the brand more humane." The key to the humanization of the brand are three main points: First, the timing, the second is the direction, and the third is the implementation of the strategy and steps.

It is difficult for beer brands to establish and develop long-term competitive advantages by relying only on product differentiation. Only by establishing a clear brand positioning and communicating with target consumer groups at the value level, can beer brands be the only people who can ultimately win the market. No matter whether it is a national strong beer brand or a regional or local beer brand, we must communicate with the target consumer at the level of emotion and values ​​while promoting product strength and sales force, through humanized brand planning and dissemination. In the mind of consumers, the brand personality of beer is precipitated. Among the well-known beer brands in China, the brand slogan of China Resources Snow Beer is “Courageous End of the World”. The slogan of Yanjing Beer is “moving the world and surpassing dreams”. The SJJ advertising language is “a total achievement of truth” and so on. The efforts and practice in the direction of brand humanity dissemination, although the brand strategy has always felt that it is still not perfect, but they have achieved a better brand communication effect, and played a great role in the promotion of product sales.

For example, the target consumer group of a beer brand is a male office worker of 26-45 years old. If the brand's advertising language is “successful from behind the efforts”, there will inevitably be more consumers and your beer brand. Resonate with and firmly remember your beer brand and become a loyal consumer.

Enterprises should implement brand value-added, channel value-added, and quickly improve network operation as a systematic marketing strategy, gradually assume more management, service, and support functions, and strive to integrate low-level, low-efficiency, and low-return product prices. The brand value war is rapidly upgraded, injecting new development momentum into beer marketing, and also providing strategic guarantees for beer marketing transformation.