Can the known experts give me some information about Jin Jiu, China? Don't just look online! All right, I'll give you more!

China Jin Jiu, as a representative of catering marketing of low-end tonic wine, has experienced rapid growth in sales for three consecutive years, with an annual growth rate as high as 60%. Coconut Island Sea King Wine, as a sister wine of Coconut Island Deer Turtle Wine, has taken a different marketing route from Coconut Island Deer Turtle Wine, and has been committed to low-end catering marketing, achieving a big breakthrough in sales in 2006. Although their marketing models are different, they still bring us a lot of thoughts about the marketing of low-end nourishing wine:

First, instant consumption, quality first.

The biggest feature of catering marketing is instant consumption. Buyers and consumers are often the same people. The taste, color, packaging, function, culture and cost performance of products often directly affect consumers' first consumption and continuous loyalty. The obvious characteristics of Jin Jiu's product quality are: mellow and delicious taste, light yellow and shiny color, leading in packaging among similar products and meeting the basic needs of ready-to-drink consumers, so there are more repeat customers, through word-of-mouth communication and moderate brand advertising. Coconut Island Wanghai Wine entered the market with 100ML glass wine. At the beginning, there was a gap between product quality and market demand, and market development was once in trouble. In 2006, after the chairman of Coconut Island fully realized the importance of good products, Coconut Island Company made major adjustments to Wang Hai liquor products, and adjusted the base liquor, taste and packaging of Wang Hai liquor. After the new products entered the markets of Fujian and other provinces, they were immediately praised by consumers, and the number of repeat customers increased significantly. Therefore, the catering marketing of low-end nourishing wine must put product quality first to meet the demand of ready-to-drink consumption.

Second, in-depth distribution, channels are the most important.

Another feature of low-end nourishing wine catering marketing is deep distribution. Relying on large outlets to produce large-scale sales will inevitably bring difficulties in outlet management, and it is necessary to rely on a strong distribution network to complete the development and maintenance of outlets. Jin Jiu marketing model is developed from liquor marketing model. From the beginning, it attaches importance to the construction of distribution network and relies on it to develop and maintain the market. However, influenced by the marketing model of Coconut Island Deer Turtle Wine, Coconut Island Sea King Wine once lacked experience in building distribution network, and mainly relied on self-built teams to assist the development and maintenance of distribution network. Changes in the scale of self-built teams often have a great impact on the maintenance of distribution networks. In 2006, Coconut Island carried out a comprehensive reform of distribution channels, redefining the functions of factories and businesses: Coconut Island is committed to product development, brand building and market promotion; Dealers are responsible for the construction, terminal development, maintenance and management of distribution networks. Coconut Island conditionally allocated corresponding channel resources, which greatly mobilized the enthusiasm of distribution channels and significantly improved the maintenance ability of outlets. Both China Jin Jiu and Coconut Island Wanghai Liquor Industry are striving to establish strong distribution channels.

Third, marketing activities to stimulate consumption.

Catering marketing lies in the influence of marketing activities on consumers, which is mainly divided into brand building, atmosphere building and promotion. Every work is a process of constantly adding bricks and tiles. Jin Jiu is mainly engaged in brand building, store terminal building and promotion activities. China Jin Jiu began to broadcast advertisements on CCTV ten years ago. "Although Jin Jiu is good, there is not much wine" is a household name. The brand height and reputation have been enhanced, and the national brand image has been established at once. With the immediate impact of terminal and promotional activities such as store POP, advertising materials and store signs on consumers, the marketing area of Jin Jiu market has been continuously expanded. Coconut Island Sea King Wine, as a sister wine of Coconut Island Deer Turtle Wine, is influenced by Coconut Island Deer Turtle Wine, and its marketing focus is relatively low. Mainly committed to the front-line operation of indoor and outdoor terminals and in-store and out-of-store publicity activities, we have done a lot of outdoor terminals: body advertisements, store brand advertisements, indoor terminals: posters, Polaroid, KT boards, in-store public service tips, joint dishes and advertising materials. Because the marketing focus of Coconut Island Wanghai Liquor is low and the manufacturing power is strong, the regional market will rise rapidly in the short term; The height and long-term planning of Jin Jiu Railway Station is beneficial to the long-term development of the national market. With the development of the market, Coconut Island Wanghai Wine Industry will also be integrated into the whole country in due course to enhance the brand height. Although Jin Jiu and Wang Hai have different marketing integration methods, their purpose is the same, that is to promote sales. Only when stores start selling can the market develop healthily.

Fourth, the end customer situation, one foot at the door.

As catering drinks are consumed immediately, and now they are in the era of product homogeneity, the promotion degree of restaurant waiters is an important factor affecting the sales of drinks. Because of the limited gross profit space, it is impossible to send shop promoters or give waiters a high commission like mid-range and high-grade liquor, and only rely on some small favors to win the hearts of waiters. Coconut Island Wanghai Wine pays special attention to the construction of end customers and carries out the work of exchanging small gifts for waiters with bottle caps. Free work clothes and a series of catering supplies were presented to the restaurant, and communication with the store was strengthened to make sales data analysis and wine sales planning for the store. All these works have been rewarded in many stores: the first promotion of Coconut Island Wanghai wine or the removal of competing wines have been guaranteed, and the superior display of products has also been guaranteed;

Fifth, grasp the procedures and make steady progress

It seems that the same work has been done, but the results are often quite different. Opening up the market is a process of steady progress, so we should play a good rhythm card. China Jin Jiu first adopted the regional agency system, and the factory granted it the right to "fish". Each agent developed the market and completed the preliminary development of the market. Then the factory sent development commandos to help dealers set up marketing teams, develop terminals, stir consumption and establish distribution networks. After the market achieved benign marketing, the development commando team withdrew, and the marketing work was still in the charge of the dealer, who assumed the dual responsibilities of distribution and promotion. China Jin Jiu's marketing organization is obvious, the mode and rhythm are properly controlled, and the market is also developing on a large scale. Coconut island sea wine has gone through a difficult road. The initial successful market is personalized, and the market conditions and patterns cannot be copied. Most markets encounter problems such as ineffective distribution channels and low return rate of consumers. After learning from them, Coconut Island Wanghai Wine Industry finally embarked on a road similar to Jin Jiu, but different from Jin Jiu. Counties and cities set up general distribution for pre-marketing, and self-built teams for Guangpu terminal construction, atmosphere creation and terminal store promotion. To boost sales, under the condition of reaching a certain sales rate, the second batch of manufacturers will be selected to undertake the inspection and replenishment of terminal stores, and then assist dealers to build marketing teams, build end customers, control dealers and undertake related promotion work. The factory really changed from terminal control to channel control, and studied differentiated market strategy and competitive strategy under the unified principle.

Catering marketing is a continuous process, which needs the continuous accumulation of consumers. Spirits "sharpen a sword in ten years", and persistence will succeed!