Looking at the core of the wine industry from the perspective of Yuncang winery model, it is still the number of stores

The market core of the beverage industry is the competition of terminals. Terminals refer to the end of the sales pipeline. After a company produces products, the products flow like running water until they reach consumers. Then all the products that can be directly bought to users are terminals. There are many types of terminals, including circulation channels, such as tobacco and alcohol convenience stores, and stores such as restaurants.

Yuncang Winery believes that the terminal is an opportunity and place to get close to consumers, a way to listen to consumers' voices, obtain timely and real market information (consumers and dealers' opinions, competitive product dynamics, etc.), and provide guidance for product development and marketing strategies. Adjustment and other decisions to provide direct help and basis.

In addition, the core terminal is also a stage for displaying products, brands and corporate images. The terminal bears the role of displaying, embodying, activating and accumulating corporate brand value. In the construction of storefront terminals, if there is a brand invested in advertising, the advertising will be more "local"; if there is no brand invested in advertising, the terminal itself is also an image advertisement. The fact that a brand can appear in a prime location already shows the status of the brand.

From the perspective of the Yuncang winery model, the construction of the layout terminal is very important. For the promotion of new products or the consolidation of old products, the existing terminals must be strictly screened before the products are introduced into the market. Based on product grades, price characteristics, terminal scale, influence and sales potential, terminal location, interaction and influence between channels, and product marketing influence, it comprehensively analyzes which terminal the product is suitable for. Locking the core terminal and focusing on the use of resources is a process of getting twice the result with half the effort.

For terminal division, Yuncang Winery divides terminals into experience wineries and physical stores, and physical stores are also divided into large stores, medium stores, and small stores. The main factor is that different stores can adopt different operating strategies, and try to achieve the operating principle of "focusing on large stores, focusing on medium stores, and not abandoning small stores". policy, attacking the divided terminals one by one.

There are currently many popular forms in the market for terminal entry and distribution, and Yuncang Winery believes that three of them are the most direct and effective. First, there are no restrictions on the size of the stores; second, there is no threshold and no franchise fee. Third, the products sold accept returns and refunds at any time.

The experience function of terminal stores cannot be replaced by other types of terminals or sales forms, and it is also the basis for the sustainable existence of terminal stores. Satisfy the proof and experience before buying.

In most cases, the opportunity and place for consumers to "see" products is at the terminal. There are no loyal consumers, only loyal dealers, so try to spread the products where consumers may need and buy them easily! Let consumers see your products in a place where they are convenient and accustomed to buying, and it will be a step closer to the transaction. "Convenient to buy" is the guiding ideology of the terminal construction of Yuncang Winery. Under normal circumstances, advertising is to spread products to consumers' hearts and tell consumers: "Don't forget me"; while terminal stores display products in front of consumers and clearly tell consumers: "Buy me. "

Terminal stores are the most ideal and most effective place to carry out promotional activities, and enhance the attraction to consumers through terminal activities. The combination of smart planning and terminal construction will produce ideal market results, and the terminal can also enhance the attractiveness of the terminal through product promotions, brand alliances, festival celebrations, and signing parties.