Yanghe Blue Classic has sparked a blue whirlwind in the liquor industry, drawing attention from all quarters. What is the secret to Yanghe's success? In simple terms, the model of Yanghe Blue Classic includes five aspects: "differentiated products + unified national communication + core terminal breakthroughs + group purchase to activate core consumers + full involvement of manufacturer's sales staff in terminal management." The efficient execution of public relations group purchase strategies is the differentiated competitive means for Yanghe Blue Classic to break into the market.
Secret 1: Developing socially resourceful clients as the top priority for group purchase
Public relations group purchase relies on connections, and connections are not built overnight. Finding distributors with rich social resources, whose connections cannot be replaced by any investment, is crucial. Activating socially resourceful clients as the top priority of the group purchase strategy is an important feature of Yanghe Blue Classic's group purchase strategy. In the Jiangsu provincial market, Yanghe Blue Classic leverages brand influence and social resource advantages, directly cooperating with government departments in some markets to establish sales companies. In markets outside the province, Yanghe also regards developing distributors with strong social connections as an important criterion. In major markets like Beijing, the manufacturer directly establishes branch companies to fully activate socially resourceful distributors. Distributors themselves are core consumer groups with strong public relations capabilities and consumption guidance abilities, making market expansion for Yanghe Blue Classic twice as effective with half the effort.
Emphasizing socially resourceful distributors rather than market operation experience is based on Yanghe Blue Classic's mature market operation management model and team. It can assist distributors in addressing shortcomings in group purchase and terminal operations according to unified operational thinking.
Secret 2: A professional group purchase team is the guarantee for group purchase development
A professional group purchase team is an important guarantee for public relations group purchase. Many enterprises either rely on the boss's public relations or casually recruit a few group purchase personnel, resulting in random group purchase work that is difficult to activate the market. Yanghe Blue Classic regards the professional group purchase team as an important guarantee for market operations. It configures sales managers with public relations capabilities, distributors with strong social connections, and group purchase managers as core members of the group purchase department. Additionally, in many markets, Yanghe develops socially mobile celebrities as group purchase consultants.
A professional department plus a professional team is an important guarantee for converting relationships into group purchase resources, converting group purchase resources into relationships, and gradually expanding the core consumer group.
Secret 3: Synchronized communication to establish brand image
Group purchase is not just about sales; it forms word-of-mouth communication and consumption drive. For core consumers, a brand without influence is difficult to succeed with free wine and public relations alone. Yanghe Blue Classic is clearly the most powerful in brand communication among same-tier brands. Once the target market and distributor team are determined, Yanghe Blue Classic sets up large billboards in areas where government consumption is concentrated or where government consumers frequently visit. Establishing brand image makes public relations group purchase much smoother.
Secret 4: Public relations first, integrating social resources
Group purchase, on the surface, is direct sales to group clients. For liquor, word-of-mouth communication is more important than sales. Before starting group purchase, Yanghe Blue Classic places great importance on establishing relationships with target clients and expanding the influence of the target consumer group.
For example, in the provincial market, Yanghe Distillery's senior management maintains good communication with provincial and municipal governments, and senior executives personally engage in public relations to expand connections. Yanghe Blue Classic activates government consumption through people's congresses in many markets, activates entertainment industry consumption through hometown associations and alumni associations, and activates large enterprises and institutions through various relationships.
In non-Jiangsu markets, an important practice for Blue Classic to attract local core consumer groups is to first use Jiangsu natives with certain social status as a breakthrough, using them to activate the core consumer market. For example, Blue Classic held hometown association meetings in some regional markets in Shandong, specifically inviting influential Jiangsu people. Especially when Yanghe Blue Classic entered the Zhengzhou market, it did not follow conventional market "tactics" to lay out channels, but adopted a top-down approach. It mobilized the "homesickness" sentiment of these expatriates by holding "Jiangsu Natives Working in Zhengzhou Friendship Association" meetings, i.e., hometown association meetings, for successful Jiangsu people in government and business in Zhengzhou. Then, these "opinion leaders," i.e., core consumers, were classified into A, B, C categories based on their influence, official rank, and fame.
A-class guests receive two boxes of Yanghe Blue Classic every month, B-class guests receive two boxes every two months, and C-class guests receive two boxes every three months. Since these guests generally have private cars, the wine is directly placed in the trunks of their cars. They are given three different treatment levels: monthly free wine, regular free wine, and irregular free wine. After a period of activity, the results were unexpected. Because these high-end political and business figures enjoy a certain amount of free wine, they take out "hometown wine" from their "trunks" for gatherings with friends, gift-giving, and family dinners, and strongly recommend it to relatives and friends. Subsequently, many restaurants and hotels frequently have consumers asking about this product, and terminal owners have to ask around where to get this wine. Many diners see this exquisitely packaged and unique wine and ask if the restaurant sells it. With many inquiries, the catering channel forms the impression that many people are very interested in Yanghe Blue Classic. Seeing the opportunity, Yanghe Blue Classic quickly distributes the product, and soon it sweeps through mid-to-high-end consumption venues in Zhengzhou, forming a consumption craze, and the product quickly occupies the mid-to-high-end market.
Secret 5: Locking onto core consumers and guiding consumption habits
Many enterprises' public relations group purchase strategies rely on one or two tasting events or large-scale free wine distribution to activate core consumption, or they give away wine without targeting, wasting resources and rarely achieving results. Yanghe Blue Classic, on the other hand, takes "cultivating the consumption habits of opinion leaders" as its guiding ideology. First, it precisely positions itself; the driving effect of opinion leaders is enormous. Yanghe Blue Classic firmly targets core consumers with social status and influence, concentrating resources to break through. Second, once Yanghe Blue Classic locks onto the target consumer group, it deepens brand impression by inviting them to visit the distillery or participate in social activities. Third, for core target consumers, the key is regular, quantitative, and long-term free wine distribution to cultivate taste dependence. For example, Yanghe Blue Classic provided free wine to a government leader in a certain market for two years.
Secret 6: Group purchase management as meticulous as hotel terminal management
Sales remain the ultimate goal. After all the previous work is completed, group purchase sales naturally follow. Yanghe Blue Classic's public relations group purchase department plays its role by classifying units for management, assigning responsibility to individuals, setting corresponding goals, and adopting targeted communication and promotion strategies for each unit to tap the sales potential of group purchase.
Yanghe Blue Classic regards public relations group purchase as a strategic approach to market operations, ensuring its execution with full support in manpower, materials, and finances, forming a systematic operation model and distinctive execution capability.
Text: Vision Consulting Team
-END-
Content Selection Click on the title below to read directly: [Line Sales Representative Customer Relationship Management Practical Operation Guide (with 228-page grassroots sales representative full set of PPT training tutorial download)]