---
title: "New Products, High Promotions, Deep Cooperation, and Large-Scale Logistics: These Four Strategies Helped Him Master the White Liquor Retail Channel (Painstaking Summary, For Reference Only)"
description: "This article interviews liquor industry manager Chu Xiaoping, who successfully operated the Anhui RT-Mart system within one year of starting his business. He shares his four key strategies: product optimization, price positioning, targeted promotions, and logistics optimization, providing insights into how to effectively operate supermarket channels in the current market."
author: "张强"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2016-12-24"
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# New Products, High Promotions, Deep Cooperation, and Large-Scale Logistics: These Four Strategies Helped Him Master the White Liquor Retail Channel (Painstaking Summary, For Reference Only)

> This article interviews liquor industry manager Chu Xiaoping, who successfully operated the Anhui RT-Mart system within one year of starting his business. He shares his four key strategies: product optimization, price positioning, targeted promotions, and logistics optimization, providing insights into how to effectively operate supermarket channels in the current market.

**Article by Jiushihui Reporter Zhang Qiang**

As one of the main sales channels for white liquor, along with distribution channels and hotel channels, the supermarket and hypermarket channel, especially the hypermarket segment, serves as a price benchmark, attracting significant attention from manufacturers and distributors. However, with the fragmentation of terminal purchases, the emergence of group buying, internet sales, and WeChat businesses, sales through supermarket channels have declined. How to operate supermarket channels and what the future holds has once again become a focus of attention.

Today, Jiushihui reporter interviewed Chu Xiaoping, a liquor industry manager with years of experience in traditional channels. Through his secrets of successfully operating the Anhui RT-Mart system within one year of starting his business, we can gain a deeper understanding of how to view and operate supermarket channels in the current environment.

**01**
**Breaking Away from Traditional Trading, Venturing into the Hypermarket Sector**

Chu Xiaoping worked for 10 years at Hefei Yong'an Sugar and Wine Trading Company, which served as the regional general agent for several white liquor brands, including Shanxi Fenjiu Xinghuacun series, Anhui Gujing series, Gujing International Wine series, and Sichuan Luzhou Laojiao series. He excelled in team management, business execution, and policy formulation. In 2015, due to Yong'an Sugar and Wine's strategic shift to other industries, he left the company and embarked on his own entrepreneurial journey.

By 2015, the Anhui white liquor industry had experienced price differentiation and brand concentration. Low-end products were priced at 10-20 yuan per bottle, and mass-market liquor at 80-120 yuan per bottle. These price segments were dominated by a few strong regional and national brands. Despite his many years in the industry, Chu Xiaoping deeply felt that these changes made entrepreneurship in white liquor more challenging, but they also sparked new thinking.

Si Shengjun, project director of Anhui Jiance Consulting Company, in communication with Jiushihui reporter, identified three major problems in the supermarket channel: first, long settlement cycles; second, high upfront costs with low sales output; and third, reduced sales volume due to changes in sales channels. This situation has drawn attention from some manufacturers and distributors, and has also given rise to new cooperation models in the supermarket sector.

"Breaking away from traditional trading thinking and seeking areas with less competition but potential can help you carve out a niche," Chu Xiaoping analyzed. Only by segmenting the sales field can one survive. Having spent many years at Yong'an Sugar and Wine, Chu Xiaoping was familiar with the hypermarket system. Therefore, he established Anhui Hongpingsheng Trading Company, avoiding competition in traditional tobacco and liquor stores and hotel channels, and started by operating the RT-Mart system in Anhui.

**02**
**Formulating Four Major Strategies to Boost Hypermarket Sales**

RT-Mart has 28 stores in Anhui, distributed across different counties and cities (except Lu'an and Bozhou). Chu Xiaoping formulated four major strategies based on the specific characteristics of the hypermarket system, which led to the fastest sales growth for his products in the RT-Mart system.

1. Product Optimization Strategy: Regional products + national products; among national products, he chose Luzhou Yuanjiang series, and among regional products, he selected Gujing Gongjiu 1989 Vintage Wine.

2. Price Positioning Strategy: High + medium + low. The main consumers in hypermarkets are middle-income urban residents. Therefore, he selected three price points: 108 yuan, 68 yuan, and 28 yuan per bottle, complementing each other.

3. Targeted Promotion Strategy: Continuous, segmented research within the hypermarket system revealed that sales are concentrated during holidays, while daily consumption is mainly self-drinking, with consumers focusing on cost-effectiveness. He formulated uninterrupted promotional policies for holidays, following the principle of buying the main product and gifting series products, and arranged dedicated promotional staff for in-store promotions.

4. Logistics Optimization Strategy: A large-scale logistics strategy to reduce logistics costs across regions. Since RT-Mart stores are widely dispersed, dedicated vehicle delivery would significantly increase logistics costs. Therefore, Chu Xiaoping chose to cooperate deeply with local logistics companies. Products arrive at regional stores, and promotional staff pick up and stock them, greatly saving transportation costs.

**03**
**Deepening Channels, Broadening Networks, Developing Upstream, and Creating a Major Product for the Hypermarket Channel**

Now, Hongpingsheng Trading Company is in a period of steady development, and Chu Xiaoping has more professional insights and understanding. He said, "In this specific historical period, we don't have time to think about the outcome, but hypermarkets will definitely have their space. Traditional distributors will be reshuffled, so we demand ourselves to be more professional and refined."

As is well known, at present, various prefecture-level cities in Anhui have some hypermarkets, and there is still huge room for improvement in hypermarket sales. Currently, besides RT-Mart, there are many national hypermarkets in Anhui. In 2017, we will only choose a few large vertical hypermarkets for deep cooperation.

Like other channels, sometimes you need to think about consumers from their perspective. In the past year, we not only dealt with hypermarkets but also learned more about hypermarket consumers' attitudes towards white liquor, so as to provide more professional services to consumers during supermarket sales.

In Chu Xiaoping's view, there are many white liquor distributors in Anhui, but only the more professional ones have a better chance of survival. Only after meticulous cultivation can one move upstream. In 2017, Hongpingsheng Trading Company cooperated with two famous liquors, Gujing Gongjiu 1989 Vintage Wine and Huanghelou Cellar, to jointly develop the hypermarket channel.

Chu Xiaoping mentioned that in the past, only a few people managed promotional staff, the company, and the market, but now departments are set up, with finance, sales, and marketing directors gradually forming a scale, and refined operations are beginning. It is necessary to better adapt to the changes in the supermarket channel. In the future, through our operations, we will create a major product for the hypermarket system.

A veteran in the Anhui white liquor hypermarket field, who has worked for manufacturers for many years, said that there are four points to note for white liquor sales in hypermarkets: first, the product brand must have a certain consumption base; second, the product and the hypermarket must reach deep cooperation and consensus; third, promotional methods must attract consumers, overturning conventional promotions and adopting high-impact promotions; fourth, long-term promotional staff are needed.

**Source: Jiushihui (jiushihui5959)**

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