In recent years, with the deep adjustment of the baijiu industry, many regional liquor enterprises and distributors have faced unprecedented challenges in their home markets. On one hand, the channel sinking of national first- and second-tier famous liquor brands has continuously eroded and occupied the home markets of regional and county-level liquor enterprises and distributors. On the other hand, the expansion of provincial liquor brands also poses a threat to regional liquor enterprises and merchants. So, as a regional liquor enterprise or merchant, facing the pincer attack from national first- and second-tier famous liquors and provincial liquors, how can regional liquor enterprises and merchants build their base markets? Today, we take Hejianfu Liquor as an example to discuss how regional liquor enterprises and merchants can achieve breakthrough growth in county-level markets (home markets). Building a "Base" Market: Achieve Five Outputs, Construct Five Goals What is a base market? A base market is deeper than a stronghold market and can achieve multiple outputs (model output, organizational output, model market output, cultural output, brand output). In 2017, Hejianfu Liquor's "Hejian City" base market construction (model building and market breakthrough) aims to achieve five goals: first in terminal image, first in distribution rate, first in market share, first in total sales, and first in sales of core single products at main price points. Forming a "Distribution Assault Team": Achieve Distribution Breakthrough, Negotiation Breakthrough, and Communication Stirring The primary purpose of forming a distribution assault team is to use organizational focus to achieve negotiation breakthroughs in terminal distribution, helping distributors achieve market distribution breakthroughs and stirring; secondly, to do a good job in promoting the assault team's image convoy, with the convoy as a promotional form and visual point to achieve brand promotion, forming a continuous effect and achieving brand communication linkage during market distribution; thirdly, another purpose of forming the assault team is to achieve a one-time breakthrough in terminal image construction through strong three-dimensional terminal materials, thereby achieving efficient market infrastructure construction in a short time. "Display" Wall Project: Let Visual Impact Boost Product Sales The so-called "terminal vivid display" refers to displaying products through excellent display locations and positions to attract consumer attention and stimulate purchase desire. Simply put, it makes products "self-sell." Hejianfu Liquor uses the first sightline/golden position as the basic display principle to create 100 cabinet display wall projects, and also provides sales staff with a display rhyme: "If you put it up, people will buy; if you display more, people will touch; if people touch, they will drink; if they drink, sell-through will increase; if sell-through increases, the brand will naturally be hot; if the brand is hot, the public will recognize it." Natural cycle, rhythm control! 200 "Small Tasting Events" Implementation: Let Word-of-Mouth Guide Consumption One-table small tasting event marketing is not blind; it must be linked to current strategic goals. To support the launch of new products, a strategic goal for small tasting events was set, with 200 events executed throughout the year. On one hand, the one-table small tasting events invite target consumers through core catering terminal owners, allowing them to experience the product, fully showcasing its quality characteristics and benefits, forming word-of-mouth and driving consumption. On the other hand, the execution of small tasting events is combined with new product distribution policies, adding support for small tasting events on top of regular distribution policies, achieving inventory pressure at core catering terminals through this support. "Banquet" Market Unlimited Drinking: Deepen Scenario Consumption While operating traditional channels, we also target the banquet channel as a strategic channel, using the slogan "Drink Hejianfu to your heart's content, you treat and we provide the liquor, good things happen every day" to further improve and implement consumption scenarios. Consumers who purchase Hejianfu Cellar Series products for happy events such as weddings, birthday banquets, full-month banquets, and升学宴 (graduation banquets) can enjoy unlimited drinking activities. Consumer "Theme Promotions" Throughout the Year "Drink Hejianfu to your heart's content, millions in cash crazy giveaways" is a large-scale consumer theme promotion that Hejianfu Liquor ran throughout 2017. After the Spring Festival in 2017, Hejianfu Liquor, together with 60 core terminals in Hejian urban area, made a strong combination of all advertising resources and terminal resources, vigorously promoted the brand image, promoted sales activities, and achieved ideal promotional and promotional effects. "Catering" Promotion Implementation: Keep the Off-Season Active For the baijiu market, "do market in off-season, do sales in peak season" is clear to every practitioner. If you sell one more bottle in the off-season, it means your competitor sells one less bottle; this positive and negative difference is a gap of two bottles. In the long off-season, hotel and catering channels remain important breakthrough points. Hejianfu Liquor has already started a series of promotional actions as the off-season approaches, such as free tasting, lucky draws, buy-one-get-one, with many prizes and surprises, and consumers at the event also have the chance to win 100 yuan in cash. Launching Cross-Industry Alliance and Joint Promotion Model: Break Traditional Sales Thinking, Achieve Full-Channel Coverage and Penetration At the beginning of 2017, Hejianfu Liquor reached a strategic cooperation with China Telecom, indicating that Hejianfu Liquor has opened a cross-border marketing, cross-industry alliance, and joint promotion model. In 2017, Hejianfu Liquor will focus on industry-by-industry penetration and circle-by-circle marketing as goals, achieving deep implementation of cross-industry alliances and joint promotion models. Standardize Consumer Experience Tours Since the second half of 2016, Hejianfu Liquor has been inviting core consumers, catering terminal owners, circulation terminal owners, and distributors in batches for factory tours, with a target of 100 sessions, each planned for 30 people. Consumers experience the factory through seeing, listening, using, tasting, and participating, fully stimulating and mobilizing consumers' sensory, emotional, thinking, action, and association factors, both emotional and rational. "125" Management System: Standardize and Normalize Management The "125" management system means: every morning, 1 summary meeting to summarize problems encountered in distribution and solutions, and arrange the day's specific work and goals; daily supervision and management of 1 set of photos (watermark camera + daily code + storefront photo + in-store display photo), using the watermark camera to take storefront and display photos during terminal visits plus the daily code to confirm personnel location, avoiding personnel absence or neglect; monthly 1 monthly summary training meeting to summarize the past and train for the future; at the same time, sales personnel must visit at least 25 terminal outlets every day, strengthening visit quantity and work quality. Full Media Support to Achieve Brand IP Hejianfu Liquor has reached strategic cooperation intentions with multiple media outlets such as Hejian TV and Cangzhou TV, and dozens of internet platforms, launching a new communication model of traditional media brand endorsement + internet communication. At the same time, Hejianfu Liquor fully sponsored the movie "The Return of the Divine Chef: Donkey Meat Huoshao," embedding the Hejianfu distillery with a "scene + product" two-in-one approach, promoting the brand's IP process. Source: Baijiu Distributor College New Distribution's "7th B-end E-commerce Study Tour" is now recruiting! Activity process:

June 19-23, Suzhou · Shanghai · Hangzhou 19th: Check in at designated hotel in Suzhou; 20th: Visit Suzhou Maidlin; 21st: Visit Shanghai Hd; 22nd: Visit Hangzhou Wangcang; 23rd: Return or free arrangement for sightseeing; Distributor friends interested in transformation are welcome to join us to learn and conduct on-site inspections : Organization form ************1. Company visit

  1. Actual market case visit
  2. On-site explanation
  3. One-on-one communication************ Participating distributor friends only need to pay a registration fee of 200 yuan Other expenses are self-paid Long press this QR code or click "Read Original" to register. Long press the QR code to add WeChat for registration Previous study tour group photos: 6th B-end e-commerce study tour group photo, from top to bottom: Zhongke Shangruan, Shuhai Supply Chain, Yunmei Co., Ltd., Yishang Logistics. 5th B-end e-commerce study tour group photo, from top to bottom: Huiwangxing, Beiquan, Tongying Tianxia, Quanshihui, Zhongke Shangruan. 4th B-end e-commerce study tour group photo, from top to bottom: Alibaba Retail Link, Qianmi Network. 3rd B-end e-commerce study tour group photo, from top to bottom: Yunbao Shangmeng, Weijie City Distribution, Wanshang Yizhan. 2nd B-end e-commerce study tour group photo, from top to bottom: Jinhuobao, Caiba, Yishang. 1st B-end e-commerce study tour group photo, from top to bottom: Piduoduo, Beiquan, Yishang. Click "Read Original" to register -END-