Vendor cases
Zhang, a white wine agent, took over from a white wine brand, became the general agent of shaanxi city, started the company's policy of providing support, sent business people to help him market without opening up, expanded for more than a year, invested hundreds of thousands of dollars in the development of dozens of small businesses and tobacco hotels, and carried out a few terminal activities, but the buyers were still few and the money became a backlog...
Can't sell? What's the problem
According to chang, this product is priced at $90 per bottle, market value at a $100 price belt, which is more in line with public consumption, and the quality of alcohol is comparable to that of the product at the same price, but it is not sold, and why
Secret 1: low product visibility and low market recognition
After a detailed review of the market, chang found that there were too many products in the market. Apart from some well-known brands, small brands like this are largely unholy, with low market recognition, not to mention large firms. While general tobacco hotels and restaurants can be developed, those who drink alcohol generally drink a regular brand, are ostracized of strange brands, and, although they can pave goods, they travel slowly and are difficult to digest in a short period of time。
Secret 2: not suitable for local markets
As a result of an in-depth study of the local white wine market, chang found that the local bar was heavily consumed and that locals were required to host dinners for marriage, university and even their birthdays. As the saying goes, “no drink, no drink, no drink”, the table is naturally not free of alcohol and is in great demand and does not create a relatively monopolistic situation, as is the case with supermarkets and convenience stores, so there are prospects for its use。
But the old agent's brand of white wine, although it doesn't lose any of the same products, is not well-known, market-recognised, packaged and homogenous, and used as a feast, neither in grade nor in face. After all, it's a very important occasion, and the choice of white wine is very careful, so the choice is of high quality that suits the atmosphere of the feast. White wine
As a result, the choice of the local population for white wine is more favourable to large brand names and high visibility。
Let's start again
After repeated investigations of the local market, chang decided to re-engage, and after lessons learned, he realized that the choice was the most important thing to do in the white wine agency business, and that large brands, high-profile products that were compatible with the local market were more likely to be accepted by consumers。
Based on the above experience, what brand of white wine should chang choose
In order to select a suitable product, zhang studied in depth, and through his repeated knowledge of the white wine market, he was exposed to a high-quality wine sauce — cheungconn hee, who felt well. It was understood that the wine was made by yangcon (group) limited in guizhou, with its big brand name endorsements, colours, fine packaging, good sense. In the light of all the points, zhang believed that it would be very popular with local consumers and open the market。
After further insight, zhang learned that the cham concubine is located in a mass consumption price band to meet the consumption needs of the local population; at the same time, the wine is a national health brand, suitable for wedding dinners, etc., and the market is not monopolized, so it is a good time to enter the game。
After his previous failure, chang was cautious enough not to be blindly represented, and led by a friend, he participated in a number of meetings to gain a deeper understanding of the wine. In addition, taste shows that the sense of taste is more pronounced than that of the same product。
While products are important, policies are also of concern. Chang learned that in order to help agents move quickly to the market, the company has introduced a 10-star policy, a one-stop babysitting policy, low representation thresholds, manageable risks, easy representation by distributors and a win-win situation for manufacturers。
Even with a thorough understanding of the product, chang was not eager to become an agent for cheung chong hee, but took a few samples for his drinking friends, and after the product had been approved, chang became an agent for cheung cong。
It has been proven that zhang made the right choice and that within a short three-month period of membership, the sales of the previous year were completed. This proves that the product itself is too hard, but also shows the value of the circle and the potential of the industry。
The experience of zhang has taught us that to be a white agent, we must not only choose the good but also fully understand the market. Jianxiang wine
