Option 1: Wedding wine marketing plan
The wedding banquet is the highlight of the wedding. In China, the wedding is said to be “drinking wine”. Liquor becomes the mainstream status of wedding banquet wine. As a valuable material and cultural heritage of the Chinese nation, white wine can be said to be one of the national quintessence. Therefore, the positioning of liquor in the wedding banquet is very important. The wedding is once in a lifetime. It is a household name. The wedding banquet is very big. All the invitations are leaders, close relatives and friends. Choose a big brand, have quality, sell more, and have a good reputation. The wedding is high-end, atmospheric, high-grade, without losing face, and is highly recognized and respected by the guests. It is the guest who carries the blessings and love of the two newcomers to drink this cup of "deep love".
Channel selection for wedding banquet
1. Joint promotion: wedding photo studio, wedding service company, host, you can use this to introduce the wine to the consumer, or provide the wedding information, and then give the intermediary reward according to the amount of wine used.
2. Civil Affairs Bureau Registration Office: To find the propaganda points and propaganda channels of products in the wedding banquet market, cooperation with the civil affairs department is the best channel for implementing wedding banquet wine promotion. We can cooperate with the Civil Affairs Bureau. Any newcomer who can get a marriage certificate can Received a greeting card provided by Yuqiong Wine, which can be used by the newcomers to get free of charge of the company's products and two wedding bottles and wedding banquets. (This opportunity can leave contact information and make detailed product introductions. If the newcomer doesn't understand the wedding banquet and can leave the contact information of the parents, we will bring samples to visit.)
3, the local famous candy distribution office or store, wholesale department, these places are not a simple channel, many parts can be very likely to be end customers, is the place to retain consumer information, you can negotiate with the boss to provide information or We will reward our greeting card with the rewards of our gift card.
4. Village cadres, wedding principals, and well-known chefs in the country can use the intermediary channel to directly contact customers.
5, physical gift promotion: buy white wine is not just to send beer and drinks, you can also send candy, wedding banquet related or necessary things, such as: welcome flowers, invitations, guests sign in thin, kitchen utensils, bedding, etc. Wait, let consumers feel the benefits and convenience.
6, the product one get one free way is one of the simplest and most effective way.
7. Red wine: According to the number and grades used by customers, it can provide new people with “free labeling” service. Any newcomer who is married can print the name and photo of the lover and the red wine on the packaging of the wine. Personalized wine It can highlight the personal color and commemorative meaning. Whether it is a collection or a gift to friends and friends, it is the first choice for creativity and will be the best love testimony.
Under normal circumstances, as long as the brand is large, the wine quality is good, the name Geely, the packaging is festive, the price is moderate, it will become the first of the wedding banquet. The consumption of wine for wedding banquet is relatively concentrated. In the process of choosing a brand, the recommendation effect of word-of-mouth on the choice of liquor brand is quite large. Before ranking in advertising and promotion, the wedding banquet market has done a good job of establishing good reputation and credibility. Large, less information interference, high transmission efficiency, the terminal market can be used freely, can save a relatively small amount of space promotion costs, so excellent brand, wine quality, packaging, service concept can promote a tough market. Quickly enhance consumers' confidence and trust in the product, and ultimately achieve interactive promotions.
Option 2: Chengdu wedding banquet wine market planning plan
The fierce competition in the liquor sales market has caused various businesses to constantly seek breakthroughs, and the current situation of product homogenization competition and market saturation is a headache. Market segmentation is the trend of the times, but what to subdivide, how to achieve the subdivision is an important issue that seems to be simple and is related to success or failure. As far as liquor sales are concerned, the current wedding banquet wine is a segment of the market that has received much attention. Liquor Association experts estimate that by 2010 the wedding banquet liquor market will reach 10 billion yuan, accounting for about 10% of the total market share, so this is both a market segment and a huge market.
At present, there are already many businesses that have identified the business opportunities in the wedding banquet market. The number of companies with the banner of wedding banquet professional service has increased dramatically in the market, but unfortunately, some merchants have no sense of service, just labeling "professional services" or "group purchases", and some companies are shoddy. It has brought a lot of trouble to consumers. Due to the special nature of wedding banquet consumption (definitely not used, do not know what to use), the requirements for sales channels and publicity are not the same. Consumers urgently need professional, resonating, and well-serviced companies to provide wedding banquet services, and close to the wedding banquet market, and carry out targeted publicity activities to truly create a sustainable wedding wine sales channel. In order to truly achieve the evergreen tree in the field of wedding wine sales.
Market Environment Analysis
Chengdu has a population of about 10 million. According to incomplete statistics, nearly 20,000 new couples are registered to marry each year. Among them, 12,000 pairs of newcomers need wedding photography, weddings, wedding banquet hotels, wedding dresses, wedding banquets, wedding candy, and hi-smoking. And other consumer services have spawned a huge "wedding market" around newcomers.
Consumer psychology analysis
According to my sales experience, 30% of consumers choose 100-200 yuan of mid-range liquor, 40% of consumers choose 200-300 yuan of liquor, and choose 300 yuan or more of liquor. The consumer accounts for only 1-2%, which means that the mid-range liquor has the largest sales volume and the market potential is the largest; in addition, more than half of the consumers choose the fine and beautiful packaging for the choice of white wine packaging. About 30% of consumers think that liquor brands are the most critical. In addition, customers are more inclined to discount and redemption and other special offers.
Chengdu's wedding banquet consumption is mostly concentrated in the liquor of 100-300 yuan, the price range of 40-80 yuan of red wine, the number of tables is around 15-30 tables. It is not that no newcomers use Wuliangye, 1573 and other high-end wines, and do 50-100 tables. However, such customers often have complex social relationships, and it is difficult to ensure that his business or relatives have a drink. Move.
On average, each wedding banquet uses about 10 bottles of white wine, about 15 bottles of red wine, and the consumption amount is about 3,000 yuan. The brand is famous for its fine packaging, excellent taste, price and retail price concessions. Liquor is mainly composed of Wuliangye series wine, Honghualang, Jiannanchun, Fenggu special song, Luzhou Laojiao special song/hundred years, etc. The red wine is mainly composed of Huaxia Great Wall series, Great Wall series and Zhangyu solution Baina series.
Product advantage analysis
According to relevant media surveys and analysis, the most important factor for consumers to evaluate white wine is the taste of white wine. The proportion of selectors is 49.9%, followed by liquor brand and post-drink reaction, accounting for 18.1 respectively. % and 12.6%; in addition, in the survey of consumer brand awareness, it is found that when consumers choose a brand, the main consideration is to choose 47.5% of the taste, while the price of liquor is also a factor that cannot be ignored. Consumers accounted for 20.7% of the factors, and brand factors ranked third, accounting for 17.5%. This is basically consistent with the situation encountered in my daily sales process. The customer asks the most about the taste. In the event of the exhibition, it is generally necessary to open a few bottles to taste for the customers.
The Chengdu wedding banquet is dominated by Luzhou-flavor liquor, accounting for more than 80% of the market share. Huaxia Wine Co., Ltd. is located in Jiang'an County, the golden triangle center between Yibin, Zhangzhou and Renhuai, the country's famous wine producing place. The overall scale is the third in the same industry in Yibin, and the leading product “Huaxiachun” is four consecutive years. It was awarded as “Sichuan Famous Brand” by the Provincial People's Government. The company was identified as one of the top eight original wine companies in Sichuan by the Provincial Department of Commerce. In 2005, it was awarded “Top 100 Chinese Liquor Industry” by the National Statistics and China Food Association. Its popularity is unquestionable. As long as it is properly promoted, its taste, packaging, and brand recognition will make the wedding banquet market a breakthrough in the Chengdu wine market.
Marketing methods and platform choices
The wedding banquet market is different from the retail market such as traditional terminal hotels. Newcomers often refer to the wedding company's recommendation and the brand varieties they have seen in the wedding banquet. If they are also seen in large supermarkets and liquor companies (newcomers are very I like to go to these places to compare prices), and I will be more determined to buy new people. Chengdu has nearly 3,000 wedding companies and stores, and nearly 500 are promoting themselves and conducting business through professional portals, weddings, love, community and other online channels and various wedding and marriage fairs. In addition, wedding banquet restaurants, wedding companies, wedding photo studios (three marriage channels), etc., are the golden channels for newcomers to get married, and have great value in the sales of wedding banquet drinks, which is the marketing commanding height of the wedding banquet market.
The wedding banquet market and the wedding service industry actually have a lot in common. The competition is not a price war, but a battle of value, mainly by providing new people with the most valuable products and services to create a new competitive advantage. Moreover, unlike price competition, value competition is exerting force on both tangible and intangible values. In today's increasingly homogenized wine products, only the physical level and price competition can no longer meet the needs of consumers. We are more comprehensive in the aspects of consumption environment and process, brand image and service quality. Open the gap with competitors.
Only by minimizing the risks of weddings and related partners, channel expansion can proceed smoothly. When the channel is developed rapidly, there is no need to worry about the return of a few partners, because the returned goods can be quickly broken down into the hands of other partners, and will not increase inventory and financial pressure. In addition to receiving the corresponding sample payment, (will not exceed 2,000 yuan), the introduction of "partners advanced goods no longer pay", "goods can be returned unconditionally", "monthly settlement with the company" and other content to attract, establish and partner Business relationship.
And select relevant local websites and newspapers with great influence as the propaganda media, carry out the joint promotion activities of the wedding industry, and make a series of special reports based on the history of young people's entrepreneurship, and shape themselves and their partners into one of the wedding industry. There is an image of youth. At the same time, it also put two promotional advertisements on the Internet and paper media to let more consumers know about this model, this group, and make other people who want to join feel that the atmosphere is profitable. This kind of image promotion is combined with commercial advertising. The packaging is estimated to cost less than 10,000 yuan to make the company have a credible side of the partner.
In short, to be a good person in advance, how to open a good situation of cooperation and win-win cooperation with partners, and we need to make more hard and excellent efforts, and firmly adhere to the business philosophy of "convenience with people is convenient", continue to go Go on. |
