Three Strategies for Distributors to Win the Year-End Battle

As the year draws to a close, baijiu distributors are all prepared to sprint towards their sales targets. However, this year's traditional peak season is far from ordinary: the industry is cold, the market is weak, and the usual bustling sales scenes are hard to find. So, how should baijiu distributors respond to such a severe situation? A reporter learned from industry experts that to win the "year-end battle," adjustments need to be made in three major areas: inventory, channels, and team.

Ensure Ample Inventory

One should not fight a battle without preparation, so ample inventory is the foundation. Baijiu distributors can determine the corresponding products based on recent terminal sales data analysis, while also considering consumer awareness of the products, local market adaptability, and changes in the pricing system to ensure sufficient stock.

Distributors generally say that baijiu inventory can be divided into three categories: channel-oriented products, profit-oriented products, and advertising-oriented products. Merchants with sales experience can clearly and quickly distinguish them, and then formulate a stocking plan tailored to local conditions.

However, is this old routine still practical and effective?

"This year's situation is very complex. In terms of high-end baijiu, distributors should try to move goods in and out quickly and not be overly attached to high-end products. For new baijiu brands still in the market cultivation period, distributors should not easily accept them," a baijiu marketing expert told reporters.

Analysts suggest that the future development of baijiu will enter an era of rational consumption, with mid- and low-end baijiu becoming the new focus of market competition and a new direction for strategic breakthroughs in the industry. Therefore, when stocking up, distributors should focus on mass consumer products, then horizontally refine the selling points and buying points of the products, and analyze the sales situation in the market environment.

Diversify Sales Channels

Currently, the baijiu industry is in a period of deep adjustment. Many liquor companies are trying to "save themselves" by improving internal management and adjusting structures, while also going online to maintain competitive advantages and compete for market share by diversifying sales channels.

It is undeniable that selling liquor online is indeed a supplement to traditional sales channels. Online channels are easy to operate and have lower costs, which is a general trend and an adjustment that the baijiu industry must make in response to changes in the overall environment.

It is reported that liquor companies blocked in the high-end market are beginning to try to break this deadlock through e-commerce channels. The liquor companies cooperating with e-commerce platforms include not only second- and third-tier brands but also first-tier companies like Moutai and Luzhou Laojiao, which are trying to use e-commerce to relieve sales pressure and diversify sales channels. In the Henan market, brands like Dukang and Songhe have also gone online and achieved impressive results during this year's "Double 11" shopping festival.

In addition to online channels, emerging sales channels also include APP and WeChat platforms. Whether in terms of concept or actual operation, selling liquor through APPs has put these liquor companies at the forefront, representing a bold breakthrough.

Experts suggest that baijiu distributors can also try online and WeChat platforms to diversify sales channels, creating market momentum and actively promoting sales in a reasonable manner.

Strengthen Incentive Effects

Like hardware facilities, soft power is also extremely important for baijiu distributors.

Industry insiders believe that whether large or small, distributors should strengthen the goal incentives for their sales teams when sprinting towards the year-end market. The peak season is the time to deploy troops, and the efforts of sales personnel can, to a certain extent, influence terminal sales. Therefore, setting up an incentive mechanism is very necessary.

"It is important to clarify the assessment criteria for sales personnel and stimulate their work enthusiasm through competitions. It is best to use a reasonable incentive mechanism to put sales personnel in the best fighting state, such as a certain amount of sales target corresponding to a certain reward," a baijiu distributor on Nongye Road said.

"This is about influencing baijiu sales terminals through team building. Of course, this needs to be based on training, summaries, plans, and other work, and the team's collaborative ability can even have a sensational effect."

Therefore, a group of business elites can stabilize the channel network, and incentive measures can recharge the core team in time, giving them more horsepower to run. However, baijiu distributors should also pay attention to regularly improving sales personnel's professional knowledge and marketing skills on the basis of incentives.

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