Article | Yuanjing Consulting Xiao Yunfeng In recent years, the baijiu industry has been in an adjustment period, with major baijiu companies trying every possible way to get through this special time. This requires better operation and control of existing sales channels. As time goes by, the development of the baijiu market is changing rapidly. "O2O" has been a hot term in the market in the past two years, and the baijiu industry has seen many online sales platforms. This is a new marketing model for the traditional baijiu industry, bringing a breath of fresh air and also having some impact on current sales channels. However, for now, the role of traditional channels in baijiu is still irreplaceable. Tobacco and alcohol channels have become the main way for baijiu companies to gain sales, accounting for 60% of market capacity in most markets, and even more so in some county and town-level markets. So how to deeply cultivate the distribution channels of baijiu? The author believes there are the following points. First Move: Build a Team and Execute Strongly Building a team should be based on the actual market situation. The basic model is 1+N, that is, one team leader and multiple salespeople. The specific number of salespeople should be determined based on market size, regional area, and the distribution of outlets. Salespeople can be recruited through various channels, including fresh graduates, friends and relatives, and some salespeople with FMCG experience. Personally, I prefer to recruit experienced salespeople who have directly worked in the baijiu or beer industry, as they can better carry out work and also allow newcomers without baijiu experience to learn more, playing a role in mentoring and passing on experience. In this team, the most important is the "1", the team leader. "A bad apple spoils the barrel; a weak general leads to a weak army." The ability of the team leader directly affects the combat effectiveness of the entire team. Whether the market strategy can be implemented and whether the team's combat effectiveness can be improved all depend on the team leader. Therefore, the selection and training of the leader are particularly important. Other salespeople should be trained in execution, constantly instilling core operations, and improving their business level. Second Move: Streamline the Product System and Build Core Products In the past, the baijiu operation model was basically full product, full channel, and full price coverage. This model needs to be adjusted and streamlined. It is essential to find the main sales products suitable for market development and vigorously cultivate them. If there are too many products, the business team's focus will be scattered, and they won't know where to focus their efforts. You can place a main product in each popular price range in the market, so that market terminals and consumers understand the key choices. Ideally, there should be a best-selling single product in the market, regardless of price, as this helps enhance product visibility and makes the company's business easier to carry out. Third Move: Systematically Survey Outlets and Classify Operations We need to identify all outlets in the market, regardless of size. Once identified, they can be classified based on their conditions. The benefits of classifying terminal stores are reflected in daily work. Our salespeople can plan their daily work content purposefully and specifically based on the actual situation of the store, such as the frequency of visits, and understand the specific situation of each store to introduce suitable products, thereby improving work efficiency and achieving twice the result with half the effort. It should be emphasized that different types of stores must be treated equally. So how to control these terminal stores well? For example, for A-class stores, group-purchase tobacco and alcohol stores mainly serve government departments and enterprises, so their consumption level is quite high, suitable for introducing high-end products. When serving such customers, we should do the following two points: 1. Change their inherent value through our thinking. Let customers upgrade from relying on "relationships" to making money to relying on "service" to make money, helping customers establish an integrated marketing system of development, visits, follow-ups, closing, and maintenance. 2. Create a new product profit system. Most group-purchase tobacco and alcohol stores have too single a product line, so we need to help customers sort out the product structure system, clarify product profits, cycles, etc. B-class stores target community residents with ordinary consumption levels, so the mass consumption range is more suitable. For community stores, we can use the advantage of geographical location to do many promotional activities. When entering community activities, we must choose the time and method well. The community is a residential area, so safety is the first consideration. Before the activity, the first thing to consider is safety, and the time should match the residents' lives. We can sponsor some community public welfare and sports activities. C-class stores should be determined based on the surrounding dining situation. High-end hotels are suitable for high-priced products, while for food stalls, low-end or bottle-less liquor may be more suitable. The business of such stores mainly comes from nearby restaurants, so the products introduced should match the actual situation of the surrounding area, and products and promotional intensity should be adjusted based on the business conditions of nearby stores. D-class stores generally have no stable customer source and are mainly for display and publicity purposes. All the above classified terminal stores are our customers, and we must seriously carry out our work, serve well, tap the potential of large customers, cultivate small customers, and not let any one go. This platform will soon organize dealers interested in doing B2B platforms to visit and learn from some B2B platforms. Friends who are willing to learn with the editor can add the editor's WeChat to understand together. When adding, please reply with the keyword: 学习 - END- The best FMCG dealer learning platform in China Focusing on providing professional, practical, and applicable tutorials for enterprises and dealers Committed to helping Chinese FMCG dealers grow rapidly The most professional and practical knowledge base in the FMCG industry Reply with the red number below to get the corresponding content Reply with number 1 to view the complete knowledge base | 001 Excellent article selection | 002 Dealer market operation | 003 Terminal visit management | 004 Sales supervisor skills | 005 Sales improvement techniques | 006 Channel expansion | 007 Managing dealers | 008 Dealer development | 009 Dealer internal operation management | 010 Team management | 011 Efficient distribution techniques | 012 Sales manager's eighteen skills | 013 KA operation methods and strategies | 014 First lesson for new salespeople | 015 Internet, brand | [Long press QR code to follow]