The reason why Yuncang Winery, the operator of LEESON Red Wine, started the business marketing reform
The operation mode and development direction of enterprises are not static, but keep pace with the times. With the progress of the times, people's ideas and ideas change and change. Enterprise reform is to realize the sustainable development of enterprises, grasp the pulse of society and environment, constantly change the way of thinking, and redesign strategic decisions, business processes and other related activities. Changes are conducive to the reform of outdated management awareness and concepts, and the abandonment of the old internal dominance and simplification of management awareness and methods.
With the development of information technology, changes in consumption patterns will inevitably change the market. Keeping pace with the times and competing with natural selection are always the rules of enterprise development. In the process of enterprise development, problems in the current system can be found. The system is made by people, and it can also be changed because of people. Therefore, the reform can improve the enterprise system, improve the level of enterprise management, and improve the supervision mechanism and control mechanism.
Recently, Yuncang Winery, the operator of Leisheng Red Wine, launched three important reforms, and carried out comprehensive and systematic optimization and adjustment of business methods and marketing methods. One is to improve the institutionalization of business methods and marketing methods; the other is to improve the management technology level of enterprises to ensure the effectiveness and rationality of operation management.
Yuncang Chateau is an online company with traditional business. Customers can place an order online and Yuncang will send it one by one. According to the traditional business method, Yuncang Chateau sells to city dealers (service centers), and service centers sell to district County distributors (châteaux) and wineries are sold to store distributors (shop owners), which in turn form a buying and selling relationship that closely follows the traditional business model. Each distributor earns the difference in sales price, and each distributor sells through its own online shop. .
Yuncang Winery (Hainan Yuncang Winery Co., Ltd.) has revised its business and marketing methods, mainly focusing on the following aspects:
1. The recommended scanning code of Yuncang Winery online mall is changed to focus on supply stores. Yuncang Winery provides dealers with warehouse direct delivery and an online mall, so that each dealer has its own online store for sales. Any customer can register freely or by scanning the code. When the customer thinks the product is good, recommend it to a friend , There is no commission and no points for customers to recommend customers to register, but some recommenders show that in fact, the recommender is not necessarily the seller. All purchases are still placed through the dealer's online store. Yuncang Chateau Online Mall system cancels the recommendation People show that all new user registrations or any dealers only pay attention to the online store of the corresponding supplier, and make online purchases in the store. Each dealer can also view the customer information of the direct supply, and completely cancel the referrer display. , According to the traditional offline business method, the store is completely corresponding to the buyer.
2. Dealers need to register an account with a third-party payment company to use the online store to realize complete independence of fund management. For offline sales, the dealer will collect the money by himself. However, if the dealer sells online and uses the Yuncang Chateau online mall system, he needs to independently register with a third-party payment company with a payment license, upload the merchant certificate, and the customer online The payment for the purchase of the product is paid to the account opened by the merchant of the third-party payment company, so that the funds are completely independent. The Yuncang Winery headquarters still only collects the payment from the direct customers of the headquarters, and does not make any bonuses or commissions. Next , if the dealer does not open its own merchant account in the third-party payment company, it will not be able to realize the online collection of product sales. For customers ordering products online, it only supports order submission and logistics information viewing after delivery. The business is handled by the dealer. Settle with customers offline.
3. Fully promote offline physical stores and front warehouses, and expand the proportion of offline traditional business methods. Yuncang Winery is an online traditional business, wholesale price of brand wine, and its service targets are physical stores. Yuncang Winery will focus on increasing the number of physical stores in 2023, and establishing front warehouses in multiple cities to expand the line of physical stores The proportion of store sales is lower, and a large number of face-to-face transactions are advocated in which customers pay offline to the dealer and pick up the goods locally. This can satisfy the immediacy of purchasing products and pick up the goods, and effectively increase the interaction and communication with customers. At present, The work has been carried out in an orderly manner, and the service has already begun to be realized in qualified areas.
Yuncang Winery believes that in today's rapidly changing business world, corporate reform is crucial to the sustainable development of the company in the next few years. Reforms allow businesses to minimize negative impacts from mismanagement and better prepare businesses to succeed in future initiatives.
