** Market Research to Determine Promotional Tone** Research mainly aims to obtain two aspects of information: First, competitors' current market policies and focus areas, based on which a reasonable plan is chosen. For example, if a market-leading brand places its terminals in terminal stores but neglects promotions in the catering channel, we can cut in from this gap and integrate some resources. Second, investigate consumers' preferences for promotional items in different regions. For instance, rural consumers prefer practical promotional items like daily necessities, while urban consumers prefer novel promotional items. Considering that rural consumers have lower spending power and typically buy liquor priced below 50 yuan per bottle, we can choose low-cost practical promotional items such as basins and laundry detergent, and increase the frequency of winning to attract purchases. In urban areas, promotional policies can adopt methods like lucky draws or smashing golden eggs to stimulate enthusiasm. The winning rate does not need to be high, but there must be attractive "grand prizes," such as an iPhone for the first prize, to entice purchases. Select Channels Carefully, Avoid Overkill Today's Mid-Autumn market is no longer an era where casting a wide net catches fish. Channel selection must be meticulous, putting good steel on the blade. Here, we list the pros and cons of several channels, suitable promotional methods, and precautions. You must choose based on your own situation. (A) Supermarkets and Hypermarkets Supermarkets today are not what they used to be. They generally have low regular sales, high fees, and tough attitudes, which is daunting. However, during holidays, the primary shopping venues in first- and second-tier cities are still supermarkets. When cooperating with supermarkets, pay attention to the following:
1. Stack Displays
Supermarkets are valuable, but stack displays are more so; if it's for promotion, you have to pay. During holiday promotions in supermarkets, you must secure stack displays. It is known that during holidays, due to the huge foot traffic, the final purchasing behavior follows the "traffic flow" designed by the supermarket. Products along the traffic flow are often the best sellers. If you purchase several stack displays in large chain supermarkets, ensure consistent visual presentation. Baijiu differs from other FMCG products; it is not easy to create overly flashy stacks. Therefore, use festive colors, make promotional signs and posters eye-catching, keep stacks neat and clean, and you can deliberately remove a few products to create a "hot sale" illusion while ensuring timely restocking.
2. Promoters
Setting up promoters in supermarkets may be wasteful on regular days, but during holidays, you must have professional promoters, not just a couple of student part-timers hired online. Most consumers do not have clear preferences when choosing holiday liquor, or they hesitate among several options. The promoter's value is to nip hesitation in the bud. This requires promoters to be professional, not only knowing product features thoroughly but also being familiar with promotional activities, and being persuasive without being annoying.
3. Warehouse Inventory
A large supermarket chain often has 7-10 stores in a city. If you negotiate with two or three, the holiday inventory could be nearly 2,000 cases. For distributors, it is best to apply for policies from the manufacturer in advance to gain support and jointly execute holiday promotions; otherwise, it will be too strenuous.
4. Timely Returns
Supermarket promotional prices follow the "seven before, eight after" clause, meaning that seven days before the promotion starts and eight days after it ends, the promotional price is used for settlement with suppliers. During holidays, supermarkets need to stock large quantities. If you miss the "seven before, eight after" window, suppliers often supply at promotional prices but return goods at normal prices. If the promotional discount is 20%, it means 20% of the supplier's profit is given away to the supermarket. Therefore, it is crucial to return goods promptly after the supermarket promotion period ends.
5. Price Control
The biggest obstacle for baijiu sales in supermarkets is the high prices, which dampen consumer enthusiasm. To increase volume during Mid-Autumn, you need to adjust product prices to align with market prices. Of course, supermarkets serve as price benchmarks, so you cannot blindly reduce prices. Instead, distributors should use promotional methods like buy-one-get-one or discounts to lower the actual transaction price, not the listed price.
6. Promotional Methods
(1) Post posters in prominent positions in major supermarkets (with activity details). (2) Advertise promotional offers in the supermarket's DM circular. (3) Apply for stack displays in the supermarket to support promotional activities. (4) Use explosive tags on supermarket shelves. (5) Set up booths outside, with promotional staff wearing advertising shirts to expand publicity. It is worth mentioning that not all distributors must do supermarkets, nor must all supermarkets be secured. In some third- and fourth-tier cities, supermarkets are not large-scale; in first- and second-tier cities, foot traffic varies. In such cases, prioritize supermarkets with high foot traffic, reasonable fees, and standardized settlement. Supermarket promotions are relatively straightforward; in our view, the key is to have "buy one get one free." Consumers have almost no resistance to "buy one get one free," and among supermarket promotional forms, this appears to have the strongest impact and best results. Distributors can appropriately raise the original price and then offer buy-one-get-one-free. Additionally, bundling mooncakes as gifts is a good option; it is best to partner with a well-known local mooncake brand for joint promotion. (B) Tobacco and Liquor Store Terminals For distributors who do not have supermarket resources, or whose volume requirements are not high, and who focus more on product (e.g., new product) promotion and supporting terminal sell-through, the Mid-Autumn period is a good time to focus on tobacco and liquor stores. Of course, activities should be carried out in core terminals with a targeted approach.
1. Selection of Core Terminals
(1) Relatively large scale, with standardized storefronts and signage. (2) Located in residential areas with wide reach, serving as outdoor advertising. (3) High foot traffic during business hours, enabling in-store promotion. (4) Preferably, the terminal has some group-buying resources.
2. Ensuring Terminal Enthusiasm
Competition among core tobacco and liquor stores is no less intense than in supermarkets. Terminals worry about thin margins, so ensuring core terminal profitability is key to enhancing their push. How to generate high profits during sales and avoid terminals only shouting without results is worth distributors' consideration. Here, we suggest a method: adopt an inverted trapezoid probability promotion to protect terminal interests. Inverted trapezoid probability promotion is essentially a game rule. That is, each time a terminal completes a certain sales amount, it receives a reward card. Prizes are set from first to X-th prize, with prize amounts decreasing progressively, but the number of prizes for first to X-th prize does not decrease progressively; instead, the first prize and the last prize have the same number, each accounting for 20% of the total, while the other prizes have the same number. This way, terminals cannot calculate the probability of winning, thus completely avoiding the phenomenon of undercutting each other to chase sales volume and abandoning sales policies. On this basis, if a special prize is added to create a sales competition among terminals, it will definitely achieve twice the result with half the effort. Inverted trapezoid promotion prize settings: First prize: XXXX yuan prize | Total X winners Second prize: XXXX yuan prize | Total Y winners Third prize: XXXX yuan prize | Total Y winners Fourth prize: XXXX yuan prize | Total Y winners Fifth prize: XXXX yuan prize | Total X winners Due to sales uncertainty, based on actual sales, if the total number of cards is insufficient or exceeded, adjust the prize details accordingly. Of course, determining the appropriate sales amount required per card based on terminal sales forecasts is the key to success. In addition, you can offer travel rewards for reaching a certain order quantity to maintain terminal relationships. This can be implemented early because August is the peak travel season, and terminal staff's families and children may have travel needs. Let terminals stock up in advance, and if they reach a certain amount, give them a travel package, combined with corresponding promotional policies. This is quite attractive to terminals.
3. Promotional Methods
Promotional forms in tobacco and liquor stores are diverse; common ones include: Buy one get one free: It can be the same product, or a small bottle of liquor or a lower-priced product from the same series, depending on the product price. Buy liquor get mooncakes: Buy one bottle to get a coupon for mooncakes, buy a case to get a box of mooncakes. It is best to partner with a well-known local mooncake brand. Fuel card rewards: For potential group-buying customers, give fuel cards when they purchase a certain amount. Lucky draw: In the early stage, combine with roadshows and give big prizes to attract consumers; later, focus on small prizes or liquor vouchers.
4. Promotional Materials
Promotional materials must have consistent and clear themes, with promotional offers clearly and directly presented. Taking a core terminal store as an example, typical materials include: X-stands: 2-4 Posters: 4-8 KT boards: 1-2 DM flyers: 500-1000 copies Stack displays: Build stacks to highlight the atmosphere Hanging banners: Several Banners: 1 (C) Hotels With the improvement of living standards, many people have their Mid-Autumn reunion dinners in hotels, often requiring advance reservations, otherwise there may be no private rooms. The main issue in hotels is the high rate of customers bringing their own liquor, mainly because hotel liquor prices are generally high. This requires distributors and hotels to jointly market, using promotional prices not higher than the general market price to attract these consumers. There are many activity formats in hotels; we only list a few simple ones for reference.
1. Activity Formats
Discounts: Spend 100 get 10 off, spend 200 get 20 off, spend 300 get 30 off Meal gifts: Give a small tasting bottle to every customer entering the store, suitable for new product promotion Lucky draw: Customers who buy 2 bottles of XX brand baijiu for the reunion dinner can participate in a draw. The grand prize can be a mobile phone or iPad, and other prizes can be liquor vouchers of different amounts to encourage repeat consumption.
2. Promotional Materials
Hotel promotional materials mainly include X-stands, DM flyers, posters, and display boards. Place stands and small display boards in prominent positions such as the bar counter and hotel entrance to create atmosphere.
3. Staffing
Hotels should have professional promoters, using both overt and covert promotion. Build good relationships with order takers and the lobby manager so they recommend the product to consumers. Multiple Details to Boost Sales
1. Hang Promotional Banners in Terminal Stores
Negotiate with core terminal stores to hang promotional banners. The banners should concisely state "Buy liquor and win prizes," such as "Drink XX liquor, good gifts in every case!" so that consumers have an impression before entering the store that "XX liquor has offers."
2. Stack Display Promotion
Hanging banners is the first step; next, place eye-catching stack displays in the store so consumers see the liquor as soon as they enter. Note that either print promotional policy labels on the cartons or paste a poster with promotional activities, in short, remind consumers again that the brand has offers. This setup is gimmicky and makes it easy for store owners to proactively recommend the product.
3. Display Promotional Prizes
Displaying actual promotional prizes can better drive impulse purchases. This method works very well in township and rural terminal stores. -END- Excerpt from "Terminal Visit and Sales General Model" Press and hold the QR code below to listen to the course for 9.9 yuan immediately. Click the "Read Original" link below to learn more about the course content.