New Spring Listing Cheats

Pushing new products in the spring is the usual practice in the liquor industry. Before and after the Spring Festival is the most time to test the value of the product, the Spring Festival push new products can use the strong sales season before and after the Spring Festival to focus on collecting market feedback - consumer acceptance and dealers initiative enthusiasm. Manufacturers launch new products mainly to seek new market entry points, as well as brand, market coverage, replenishment and profit considerations, and dealers pay more attention to whether new products can promote the reversal of cash flow and growth. Despite the differences in the demand for new product launches, dealers’ awareness, acceptance and preparation of new products are crucial to the overall situation. The old saying "have a sharp knife not to cut the firewood", how can the dealer "grind" the knife more "profitably" when cooperating with the manufacturers to launch new products?

Concerned about the core elements of the market In the spring of last year, Dukang Holdings' timely launch of the Jiuzu Dukang series of high-end products improved the reputation and channel coverage of Dukang products to some extent. The channel path of high-end products is different from that of medium and low-end products. The concept of channels, terminals, promotions, etc. of Jiuzu Dukang's new products has already been thoroughly investigated and demonstrated by the manufacturers in the overall positioning of products. If the dealers again invest human and material resources in this link, then it is inevitable that the efficiency will not be high if the labor is repeated. This time the dealer's key work should be in the following three areas:

A. Fully understand customer needs and expectations. The best product must be the product that the customer needs most. The customer here includes the terminal owner and the consumer. Dealers should control and market through their own channels to discover and understand customer buying trends and buying habits, and then strive to meet or exceed customer expectations for new products. This is a complex task, and it is difficult for manufacturers to complete them independently. It can only be achieved through the distributor's network system.

B. Focus on the customer's purchase cost. The retail price of the new product implementation is far more representative of the dealer's wisdom and skill than the purchase price. The retail price of new products is mostly determined by the manufacturers, and the distributors only need to execute them. However, sometimes the new retail guide price does not have any advantage over the retail price of competing products or their own products. In this way, a reasonable promotional incentive policy becomes crucial until the manufacturer has explicitly adjusted the retail price. In Other words, we must make good use of the manufacturer's sales policies and reduce the purchase cost of consumers under the promotion of multiple promotion policies such as channels and terminals. In addition, the customer's purchase process is one of the hidden costs. This process includes distribution, display, and marketing. It is an important factor that needs to be taken into consideration when dealers and manufacturers compete.

C. To communicate effectively with customers and provide convenience for customers. In the promotion of new products, the most widely used means of communicating with customers is advertising. But in many cases, manufacturers use advertising indiscriminately for reasons such as dealers not using more effective market communication methods to promote new products, or dealers are used to relying on expensive advertising to support their own regional sales. In the new product promotion process, dealers should use market promotion methods as much as possible to strengthen communication with channel distributors, terminal owners and other customers and obtain their support.

The key to providing convenience for customers is to increase channel efficiency, that is, increase the depth and breadth of communication with customers. To increase the depth of communication is to enable the middle and high-level cadres of dealers to participate in the promotion of new products and connect with customers. To increase the breadth of communication is to increase the number of actual customers who effectively communicate and solve problems. The actual situation is that the middle and high-level cadres in most dealer teams have been far away from the communication with customers, and the channel efficiency has naturally been greatly reduced.

Extensively and comprehensively mastering new product knowledge The author has done a small experiment on many occasions. New product distribution has already started. He found in the conversation with a dealer team about the product's brand appeal, quality characteristics, packaging design concept, data, distribution and The seemingly simple issues of detailed pricing of terminal prices, strategic combinations, etc., but few people can fully answer. The dealer team's grasp of new product knowledge is not comprehensive, it will directly lead to product setbacks and economic losses. Therefore, new knowledge training for dealer teams should be conducted as an important task.

There is a wide range of general product knowledge. The following briefly introduces the core elements:

The product itself. The product's technical standards, packaging design styles and concepts, product service consumers' service appeals and concepts.

price system. Cost price, batch price, batch price, distribution price, terminal price and retail price, analog price system of similar competing products, taxes, bank interest, etc. For the new price system, dealers at different levels have comprehensive understanding and mastery within their ranks.

Formulating an Efficient New Product Promotion Process New Product Sources China Huaxia Wine Group is generally listed on four stages: lead-in period, growth period, maturity period, and recession period. The product promotion goals, promotion points, and techniques of each stage are also quite different. Let's first analyze the characteristics of current popular promotional tools such as TV, newspapers, internet, radio, street signs, and stores.

TV: Infective, able to integrate audiovisual and motion, to focus attention and deliver a high rate, but the absolute cost of television propaganda is high, the interference is numerous, contact is short, and the audience is poorly selective. Its role is to enhance the brand image and increase brand awareness.

Newspapers: Flexible, fast, with a large coverage in the local market, high acceptance and credibility, but short life span, poor reproducibility, and limited audience circulation. Its role is to quickly increase sales in the short term, suitable for promotional notification.

Network: Wide coverage, comprehensive audio-visual effects, wide audience, but poor focus, unfavorable choices. Can be used to enhance the brand image and increase awareness.

Broadcast: Regional and population selection is strong, cost is low, coverage is wide, but only sound effects, low attention, non-standard charges, and short performance times. Can be used to enhance brand awareness and is suitable for event notification.

Road signs: can transmit information for a long time, have a strong visual impact, help the promotion and memory of the brand image, but only help the visual image and the title language, little help for product rational appeal. Can be used to enhance corporate image and product brand image.

Stores: Visual impact and visual memory can trigger buying impulses. However, there are many products on the market, and there are many restrictions on product promotion. Its role is to enter the hypermarket sales can increase brand status.

Through the above analysis, we can find that the above promotion tools have their own advantages and disadvantages, and only combined use can achieve the best results. At the same time, promotion methods must be closely coordinated with professional sales, so that target customer groups (consumers) receive product information within a corresponding period of time, and purchases can be realized to maximize the use of input resources.

Combining the above elements, we will analyze the key points and techniques of each stage of new product promotion:

Import period: determine the main push product, multi product import. This stage is mainly based on terminal distribution, and distribution focuses on B, C, D hotels and access roads. The promotion methods are mainly the live display of terminal outlets (stores) and the visual display of terminal stores and inkjets. The focus of promotion is to give terminal support, increase terminal occupancy, and follow consumer groups.

Growth period: play out the effect of product portfolio and strengthen the gift market. With the support and protection of high-end and main products, low-end products can easily be used in restaurants, circulation terminals, and modern retail terminals. The focus of promotion is from following people to people. At the same time, it launched promotional campaigns for consumers at terminal outlets to deliver bodywork, street signs and TV commercials to effectively expand the audience.

Mature period: also known as the volume period, the continuation of the growth strategy, strengthen the channels and terminal management within the regional market, quickly grasp the data into, sales, and storage, to prevent the occurrence of phenomena such as dumping, dumping, price dumping and so on.