At the autumn sugar and wine fair, small wine products continue to shine. The trend of product upgrades is significant, and promotional methods are becoming more diverse. However, market operations pose a greater challenge, and many new distributors feel overwhelmed. Here, the author summarizes the steps of market operations through practical cases in the small wine market. 1. Conditions for successful regional market operation of small wine:

  1. Packaging, quality, and taste are prerequisites for success.
  2. A reasonable price system.
  3. A strong execution team.
  4. Channels: The catering channel is the top priority. Control over 80% of catering terminal stores in the regional market.
  5. Advertising support: Outdoor advertising has little impact on small wine. The focus for small wine brands is: storefront signage, in-store large signs, menu ads, wall and pillar ads, and KT board ads in catering terminals. Or direct consumer benefits, such as buy-4-get-1 promotions. 2. Sales personnel management model:
  6. After signing the contract, distributors should immediately recruit sales personnel. Do not wait until the goods arrive, otherwise progress will lag.
  7. Prioritize hiring local salespeople who have experience with small wine, beer, FMCG, etc., and who are responsible for catering channels. Such salespeople have good relationships with catering channel owners and waitstaff, which greatly promotes product launch through distribution and display.
  8. The initial salary for salespeople should be 300-500 yuan higher than local peers. Poach experienced staff from other companies because during the initial distribution phase, salespeople can hardly earn much commission. Although this seems costly, the efficient work brings back profits far exceeding the extra few hundred yuan in salary. (Of course, distributors who understand can also train newcomers.)
  9. Sales personnel salary system: 1500-2000 yuan base salary plus 300-500 yuan assessment salary. Commission: 10-15 yuan per case.
  10. Sales personnel assessment: For the first two months, assess based on distribution outlets. For county-level markets, assess based on 100 outlets in the first month (1-2 people). For prefecture-level markets, assess based on 300 outlets in the first month (2-4 people). The percentage of outlets completed determines the percentage of assessment salary paid. From the third month onward, assess based on sales volume, and reset assessment standards with basic sales targets.
  11. Sales personnel management: Submit various reports and cash daily. Work reporting management, distribution and display terminal management, terminal customer relationship maintenance, and terminal inventory management.
  12. Number of sales personnel: County-level distributors should have 1-2 full-time salespeople, and city-level distributors should have 2-4 salespeople. 3. Example of a small wine price system:
  13. Recommended retail price in restaurants: 18 yuan per bottle nationwide; in well-known high-end hotels, it can be sold at 20 yuan per bottle. In principle, it should not exceed 20 yuan or be lower than 18 yuan in all restaurants. Adjust according to local consumption.
  14. One bottle cap can be exchanged for 2 yuan, and one outer box can be exchanged for one bottle of wine.
  15. Direct supply price to restaurants: 240 yuan per case, invoiced at 10 yuan per bottle.
  16. Distributor price: 200 yuan per case, invoiced at 8.3 yuan per bottle. Note: Supermarkets: Do not enter the supermarket channel until the catering channel is mature. 4. Distribution operations:
  17. Timeline for product launch distribution: (1) County-level market: Complete 100 catering outlets within one month of arrival, 150-200 catering outlets within two months, and complete direct supply catering outlets and township distribution outlets within three months. In principle, distribution must be fully completed within three months. (2) Prefecture-level market: Complete 300 catering outlets within one month, 500 within two months, 700 within three months, 900 within four months, and 1200 outlets plus subordinate district distribution outlets within five months. In principle, distribution must be fully completed within five months.
  18. Distribution policy: To efficiently and smoothly get new products into stores and on shelves, set up a new product launch display reward: if a restaurant agrees to display half a case or one case of our product, give them 4 or 6 bottles as a display reward. Adjust the reward based on store size and business.
  19. County-level distribution method: Follow the principle of easy first, then difficult. First distribute to stores that are easy to enter, have good business, high visibility, and good location. Stores requiring entry fees can be skipped initially, but build surrounding consumption atmosphere and eventually enter naturally through influence.
  20. City-level distribution method: In addition to the above, you can also start with one district and use that district to drive the entire city.
  21. Distribution quantity: Generally 12 bottles per store; for large stores or those with good relationships, one case is appropriate. 5. Core model stores:
  22. According to the Pareto principle, 80% of sales come from 20% of stores. Therefore, we need to establish core model stores to drive the atmosphere of drinking Qinghe small wine, promote product movement, and form a small regional brand. Through model stores, form model streets, and then model areas.
  23. In county-level markets, select 20 stores with good relationships, good locations, and good business as model stores. Invest limited resources in these stores to boost sales.
  24. In prefecture-level city markets, select 50 stores with good relationships, good locations, and good business as model stores. Invest limited resources in these stores to boost sales. 6. Specific methods for creating model stores:
  25. Intensify efforts to cultivate relationships with model store owners and waitstaff, and maintain customer relationships. During holidays, weekends, and usual times, give small gifts and promotional items to win hearts.
  26. County-level distributors should make 20 X-banners (like roll-up banners), and city-level distributors should make 50 X-banners, placing them in the most visible spots in each model store. The banners should include details of the buy-4-get-1 promotion.
  27. In prominent places in model stores, at least 2-5 KT boards must be posted.
  28. Through relationships with owners, replace menus with our special small wine menus. A waterproof and oil-proof menu costs only a few yuan and can last for over a year or two. The key is that when customers order, they see our small wine advertisement.
  29. Use promotional items provided by the company, such as lighters, promotional pens, and tissue boxes, to win customers' hearts in detail.
  30. Distributors should set up a three-month display reward for model store owners: give one case of small wine each month. Each model store receives three cases of small wine.
  31. Distributors should conduct consumer promotions in model stores: customers who consume 4 bottles or more can get 1 bottle free. This promotion lasts for three months, and the details are indicated on roll-up banners. ●●●******** -END- Selected Content Click the title below to read directly: [Line Sales Rep Practical Operation Guide (with full PPT download attached)