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Simply put, the core of mass-market liquor operations is the process of creating an atmosphere. Creating an atmosphere is not just about doing more consumer activities, more terminal displays, or more big brands. Many products have made similar efforts, but either they have no effect, like throwing a stone into the sea, or they are popular for a while and then quickly disappear.
We say that atmosphere creation should be a systematic operational process.
Atmosphere creation is activation. Only when all elements are activated can brand momentum be generated.
So what are the five activations? They are product activation, distributor activation, terminal activation, consumer activation, and city activation.
Activation 1: Product Activation.
On one hand: the product has distinctive taste, distinctive packaging, and a rich product concept.
Since the industry upheaval, many special flavor types have maintained good performance, such as Laobaigan, Xifeng, Baiyunbian, and the emerging specialty liquor types, such as Tongrentang's Guoqi flavor, Weilong's grape baijiu, and Ningxia Red's goji dry red. In packaging, there are prominent and unified iconic elements, such as Weilong's grape leaf hang tag. In addition, distinctive packaging forms are best, such as the current fashionable small bottles and the blue bottle of Erguotou. Product concepts should lean more towards consumers' lifestyle and aspirational spiritual appeals, such as Jiangxiaobai focusing on the "loser" appeal of young white-collar workers.
On the other hand: in terms of product structure, do not expect every product to increase volume with greater effort. There should be a mix of volume products, cultivation products, and benchmark products. It is recommended to use one volume product as the benchmark product. Keep the channel support for the benchmark product stable, increase consumer promotions, and maintain its popularity trend. Other products mainly focus on channel policies to maintain attractiveness to distributors and terminals. The policy content should be implemented through gifts with the benchmark product.
Activation 2: Distributor Activation.
Currently, merchants hope to do products that are both profitable and risk-free. Mass-market liquor is mostly dominated by small and medium-sized merchants. Currently, the ecology of most small and medium-sized merchants is a herd effect: they all run forward crowded together. If they run fast, they bump into the one ahead; if they run slow, the shepherd's whip awaits; if they run out of the flock, they may be snatched by wolves. They want to change but have no direction, and they don't have much choice. They are forced to follow the industry, facing various new products, new concepts, and new channels, overwhelmed.
At present, only policy space attraction is far from enough for distributors. How to eliminate distributor concerns and mobilize distributor enthusiasm is key. For example, when Jinliufu Super Soft was launched, they cooperated with banks. The manufacturer came forward to guarantee for distributors, allowing distributors to borrow from banks to purchase goods. This effectively resolved distributor concerns, and the manufacturer quickly recovered payment. It was a win-win for all parties, and the recruitment effect was significant.
Activation 3: Terminal Activation.
Terminal owner activation. To a certain extent, terminal owners are also distributors, so getting terminal stores to move is also difficult now. Credit sales and displays are many companies' helpless moves. Even so, store owners won't help you promote your products until the products on the shelves are covered in dust, and the manufacturer has to withdraw the goods or simply give up.
How to get terminal owners moving? First, in terms of layout, don't think about distributing to all stores. Be selective in layout, and then take targeted measures for individual stores. First, profit, and it must be stable and lasting profit attraction. Strategic products are more attractive than tactical products. Second, support: give store owners more forms of support, such as business relations, free liquor, consumer promotions, and even promoter support, so that store owners have no worries. Third, cooperation forms: the former joint venture was a good way. Now we also need a unique form to win over terminal stores. For example, establish a mutual benefit guarantee system: the terminal pays a certain amount of deposit, no need to pay for goods, and the manufacturer guarantees the terminal's exclusive sales within a certain radius and provides support. For example, if the terminal pays a deposit of 10,000 yuan, the distributor can release goods for display, and various supports are given to the terminal at the same time. Set cumulative sales rewards for terminals: within a specified time, different levels of rewards are given for reaching different thresholds. After completing the task, the deposit is returned, and a task completion reward is given. Of course, the amount of goods released each time and support should be controlled within 10,000 yuan.
Terminal image activation. Everyone is doing this, and it's easy to understand. Here, it is suggested that more is not necessarily better. The key is to choose concentrated forms and make them distinctive. For example, Gujing Gong's wedding banquet stacking, overlord displays, Xiaodao's table setting, table pressing, and reminder signs.
Activation 4: Consumer Activation.
Increase consumer experience and interaction. Consumer promotions with interactive content are a good choice.
Form 1: Consumer promotion activities at terminals.
Terminals are simply divided into two types: on-premise and off-premise.
On-premise consumers generally have time and interest. We should achieve "see, drink, and interact." For example, a "shake it" activity before meals: consumers see the activity booth at the door when entering, and the promoter hands them a promotional flyer and a tasting glass. If they like it after seeing and tasting, there are in-store promotions. Buy one bottle and you can participate in the dice-shaking activity. First prize: specialty dish; second prize: small bottle of liquor; third prize: small gift. It's affordable and fun.
Off-premise terminals mainly need to ensure that consumers see the activity when entering the store and get discounts when buying liquor. For example, buy liquor and get a shopping voucher: buy one bottle and get a 10-yuan voucher for the store, which can be used to choose any product in the store. Beverages and cigarettes are usually necessary when drinking, and store owners are happy to do this.
Form 2: Small tasting sessions for core circles. I won't elaborate here; Shengchu and Weijiu have already presented too many such plans to everyone.
Form 3: Creative PR activities. If you have the strength, of course you can consider large-scale PR activities. Generally, it is recommended to carry out small-scale PR activities around opinion leaders. Good creativity is indispensable, such as Weilong Wine's Organic Journey.
Activation 5: City Activation.
City activation means embedding the product into consumers' lives, visible everywhere.
Common methods include TV, newspapers, radio, outdoor, and highway billboards. I won't elaborate here.
For mass-market liquor, the places where atmosphere creation is more thorough and free are urban-rural fringes, county towns, and townships. (Detailed in Focused Activation)
Now the question arises: 1. Do we have to do all of them? How much would that cost? 2. Will it really be effective if we do them?
The answer: definitely not. This is where focused breakthroughs come in.
What is a focused breakthrough?
Focused breakthroughs are manifested in the concentration of theme, time, resources, and product.
Focused Breakthrough 1: Concentration of Theme
This refers to product promotion. There should be an annual theme thread, and there can only be one.
This theme should best showcase the product's characteristics and unite consumers. For example, Weilong's organic theme, Tongrentang's health theme, Longjiang Jiayuan's hearty theme, and Bomb Erguotou's fashion theme.
Around this theme, set promotional activities for each stage. Activities must reflect the theme.
Focused Breakthrough 2: Concentration of Time
To create a sensational effect, the time of action implementation must be concentrated. For example, concentrate distribution within 1-2 months, concentrate activation within 1 month, and concentrate free liquor distribution within 2 months.
Focused Breakthrough 3: Concentrated Distribution
The current general method is business area division and comprehensive promotion, which is inefficient and slow. Moreover, individual operations are not easy to monitor. Who knows if he actually went or not.
It is recommended to recruit 9-12 people locally to form a distribution突击队 (assault team), divided into three groups, each led by an experienced manufacturer salesperson. One person is the main negotiator, one handles activation, and one assists.
From March to May, use concentrated distribution. The distribution order follows the principle: first urban areas, then townships; first key points, then ordinary; first large accounts, then small accounts.
Newly recruited salespeople don't need to be experienced; they should be young and practical. Those who perform well are converted to regular employees and assigned territories; those who are unqualified are just considered short-term distribution workers and eliminated.
Complete regional distribution within half a month, achieving a distribution rate of over 60%, and the atmosphere will suddenly increase.
Focused Breakthrough 4: Concentrated Activation
Set up an activation突击小组 (assault team) in the region, dedicated to terminal activation.
Standardized materials: adhesive posters, wall iron frame spray-painted or adhesive large sprays.
Posting principle: stick as many places as possible inside and outside the terminal; make large spray ads in suitable places outside the terminal.
Organize concentrated activation突击 activities: within 1-2 days, each group is equipped with 2 temporary workers, formulate an activation route, use trucks to carry iron frames, large spray images, and posters, and arrange along the route to quickly enhance the atmosphere.
Preferred locations: urban-rural fringes and important intersections in townships, streets, building walls, and inside and outside core dining terminals and nearby.
Focused Breakthrough 5: Concentration of Resources
The above has already mentioned the concentrated use of human and material resources, so I won't repeat it.
Focused Breakthrough 6: Concentration of Product
This is simple: focus on one core product, concentrate all efforts on it, and create a big single product. For example, Laobaigan's large and small Qinghua.
Due to limited space, I have only discussed generally. The systematic operation and operational rhythm cannot be fully shown. Please continue to follow Weijiu for more exciting content.
Source: Weijiu
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