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1、方德营销咨询,量身打造皖酒异地扩张模式（Fang marketing consulting, tailored wanjiu off-site expansion mode）Consultation on the column words: after repeated discussion and demonstration, marketing to create a new version of this column - consultation on, the goal of the program is found and re evaluation, found the new
2、forces advisory body, new pattern and new value to re evaluate the consulting industry in the new stage, let go on the actual type of the advisory body our platform, let the spotlight advisory body more standing in the industry under the. Looking for specific market problems hidden in the depths of
3、the market to solve the problem, and to the industry to draw on.- hostConsultation information declaration formNumbering:Consulting firm, Beijing square marketing consulting organizationChief consultant Meng YueAnhui wanjiu group cooperative enterprisesThe problems of the enterprise cooperation befo
4、re Anhui Anhui wine sold in Guangdong for ten years, create a model of typical Emblem Wine places expansion. In Guangdong, driven by Anhui joint dealer also in Guangxi market breakthrough 1 hundred million. Then, Guangxi market in recent years the rapid decline in annual sales to a Jibaiyuwan, the m
5、arket appeared serious problem. Strategic layout of the Anhui South market, Guangxi is not the missing key market, how to expand, the two rise is currently the biggest problem.The requirements of enterprises to create market expand new mode of Guangxi AnhuiConsulting firm providing solutions to the
6、1. formulation of brand expansion mode, to create a boutique, Anhui Wang Anhui wine, 100 years Anhui wine combined fleet;2., adopt the strategy of central city breakthrough and introduce direct distribution mode in the capital market of Nanning;3., abandon the big agency model and develop the leadin
7、g development mode;4. formulate channel strategy and promote the system;5., set up Nanning office, set up and train new team.The implementation process 1. sets aside sufficient profit for the channel, and helps the policy to encourage the rigid control over price. 2., multi brand portfolio model, th
8、ree brands from high school, low-end go hand in hand, the full price band distribution. 3., the first smoke Hotel, after catering channels, and finally into the circulation channels. 4. avoid the liquor price dominant area, the main push price is mainly mid-range boutique Anhui wine.The effect evalu
9、ation strategy is accurate, the market work is promoted smoothly, the operation efficiency is high, and the channel promotion effect is obvious. The construction of different expansion patterns has the integrity and the stereoscopic nature.The overall operation of the enterprise evaluation is good.S
10、ugar, alcohol and tobacco weeklySugar, alcohol and tobacco weekly: Hello, Miss Meng! Fang Chi is what time to start for Anhui wanjiu cooperation in this project?Meng Yue: the project was started in early 2010 and has been going on for nearly half a year now.Sugar, alcohol and tobacco weekly: what is
11、 your evaluation of the progress of this project?Meng Yue: the premise should be successful, the implementation process is relatively smooth, and there is no great resistance, and the effect is satisfactory. However, there is still uncertainty about whether we can achieve good market performance at
12、last. For example, the late maintenance, competition, counterattack, competition and so on.Wine marketing model tailored periodSugar & Tobacco weekly: what do you think is the reason for the smooth import process and satisfactory results?Meng Yue: I think the success of the project, or are we in the
13、 enterprise, the market tailored, business model and market differentiation strategy for Anhui wine in the market to win the opportunity, time and space, it can be said that the success of the project is tailored to a successful model. Liquor marketing development today, it should be a fine differen
14、tiated marketing model era. There is no universal marketing mode, and Chinese is a vast and diverse regional characteristics and competition pattern of a market, therefore, for different regions, different business model will be tailored marketing consulting companies and enterprise cooperation tren
15、d.Sugar alcohol weekly: I think you in Anhui liquor tailored Guangxi marketing model, have done a lot of research, not only research wanjiu internal operation, but also research the characteristics of Guangxi market and Beijing goods, please,How long did this kind of research work last?Meng Yue: Yes
16、, the whole research team devoted a lot of energy and spent 2 months doing research. In my opinion, this process is not only necessary, but also the most necessary, careful investigation, accurate information, strategy should be appropriate, the results of the investigation determine the success or
17、failure of the market.Sugar alcohol weekly: what do you think is the Anhui characteristics? Where are the advantages, disadvantages and opportunities?Meng Yue: Anhui is a strong regional brand, the brand has a certain influence, but the lack of brand tension. Because does not have the big Anhui wine
18、 brand expansion potential, it is difficult to become a national brand in a broad sense price, subdivision price the breadth of possession, so the choice is in place by Anhui Guangdong has realized the depth of amount and even the Southern China area, through the legislative body permeability to ach
19、ieve the scale of growth, the first achievement of Southern China liquor the brand, that is typical of the dominant regional growth model. At present, Anhui has successfully achieved this goal. However, Anhuis success in Guangdong is not for the development of Guangxi continued escort.Anhui wine mar
20、ket in Guangdong is seriously king, sold in ten years is not bad. In view of the Guangdong market on the Guangxi market leading role, wanjiu group and Guangdong homeopathic dealers to expand the Guangxi market, and the rapid achievement of billions of dollars in sales. However, many unfavorable fact
21、ors in good times dont last long, brake under the Anhui wine market in Guangxi has plummeted to just a few million years sales, miserable. This directly affects the Anhui in the grand South market layout, therefore, wanjiu group decided to revive former glory.Sugar alcohol weekly: I heard that Anhui
22、 custom-made model is based on the enterprise oriented, so that dealers play a role in what?Meng Yue: because of the strong expansion of the market under the guidance of the enterprise, therefore, enterprises have more time and opportunity to investigate and select the dealers with the strength and
23、resources. In the project implementation process, the dealer may also participate in, but the function is auxiliary, mainly is the fund flow, the physical distribution management and the coordination.Three tailor-madeSugar alcohol weekly: after the accurate analysis of the status of Anhui, Fang Chi
24、to Anhui liquor tailored off-site expansion mode of marketing. So, how to make Fang Anhui wine marketing model?Meng Yue: after the research group completed a research report, we investigate the project group in-depth study on how to successfully expand anhui. We found that not only Anhui wine has it
25、s own characteristics, Guangxi liquor market area also has very deep color. Therefore, we research and develop the most suitable for Anhui to expand to three Guangxi market model tailored:First, it aims at the marketing model of Anhui province. The Guangxi market is in Luzhou and Langjiu liquor bran
26、d as the leading Sichuan liquor market pattern. The current mainstream liquor brands are dominated by distributors or large wholesale model, supplemented by large brands manufacturers pull. This is the famous brand brand model, because the brand power. But this model is also flawed, relatively lack
27、of control of the market, resources are difficult to be effectively configured. As for Anhui wine, because the brand tension is insufficient so big before taking a proxy mode and declined in recent years, the Guangxi market, Anhui started again only according to their own tailor-made channel mode, t
28、ake the leading manufacturer direct distribution model, rely on manufacturers office charge battle led operation, in order to win the trust of the channel, can be more pragmatic, more practical. Is more efficient.Second, according to the regional characteristics of Guangxi market, formulate the stra
29、tegy of central market breaking out. Choose from the central market breakthrough strategy is tailored for Guangxi strategy. Guangxi market is a special market, has the following characteristics: 1. in mountainous area, but the city is densely populated city with much land and few people, strong pene
30、tration. 2., Guangxi wine consumption is more special, one is located in the subtropical zone, people are less expensive wine consumption, food and beverage outlets a single point of sale is also very small. The 3. is to restart the market for Anhui, Anhui wine, a consumer base in Guangxi,Therefore,
31、 the urban market is the first choice. The above characteristics of large area of operation of the Guangxi market is not suitable for extensive cultivation style, extensive expansion mode, from the center of market breakout is one of the best choice, therefore, to restart the Guangxi market, we chos
32、e the first from the city center market flowering.The third is the leading control price model with the channel as the core. Anhui two times to start the Guangxi market, product, price, channel, promotion, consumers, which part is the priority among priorities? After careful study, we are sure that
33、the channel is the core of the work.Since the channels as the focus of work, catering, business super, smoke Hotel, group buying equal channel, which is the breakthrough? Through benchmarking analysis of Luzhou Lao Jiao, four ICA, and other mainstream brand competition, we established a cigarette an
34、d liquor vendor channel as the breakthrough point.Sugar, alcohol and tobacco weekly: why do you want to locate the tobacco Hotel positioning channels?Meng Yue: one is due to the Guangxi climate environment and consumption habits lead to the food channel liquor consumption is small; two is in the pre
35、mise of the lack of brand support, Anhui wine is difficult to quickly take the amount in the circulation channel; three is wanjiu off-site expansion, have opened up the market in Guangxi, must be in the high-end products for the mainstream price, otherwise it is difficult to support a variety of cos
36、t; four is through the core competitive analysis, very suitable for cigarette and liquor vendor channel Anhui strategic intent.Sugar, alcohol and tobacco weekly: how do you do it?Meng Yue: according to the new series of cigarette and liquor vendor channel consumption characteristics of the developme
37、nt of marketable, and implement the brand strategy, one hundred years, Anhui, Anhui Anhui Wang fine form high, medium and low dimensional competitive structure, so that through the mutual shield; two, is set in the price, take the leading manufacturer price control mode instead, naked price proxy st
38、rategy, namely valence + comprehensive policy support mode, which can maintain the rigid price and there is no lack of flexibility; the three is to set up the factory office, take the direct distribution model, the manufacturer led operation under the joint dealer together to build a regional market
39、, landing precision farming, in order to solve the dealer menace from the rear four is a cigarette and liquor vendor; as the channel key breakthrough, according to the product features tailored catering, group purchase equal channel strategy plan, as the main channel side costume, form Channel three
40、-dimensional attack effect, in order to protect the success rate and efficiency of new product listing.Sugar alcohol weekly: I think we have a general pattern is clear, the details and process execution must be complex and trivial. So, whats your general implementation process?Meng Yue: the implemen
41、tation process has three levels of work: 1., leaving enough profit for the channel, and supporting the policy incentives, the price of rigid control strategy. 2., multi brand portfolio model, three brands from high school, low-end go hand in hand, the full price band distribution. 3., the first smok
42、e Hotel, after catering channels, and finally into the circulation channels. 4. avoid the liquor price dominant area, the main push price is mainly mid-range boutique Anhui wine.Sugar, alcohol and tobacco weekly: at present, this case is still in the process of implementation, and the final result a
43、lso requires the market to give the answer. However, its value is still great. As Mr. Meng said, the success of the project cooperation, or are we in the enterprise, the market tailored, business model and market differentiation strategy for Anhui wine in the market to win the opportunity, time and
44、space, it can be said that the success of the project is tailored to a successful model. Liquor marketing development today, it should be a fine differentiated marketing model era. There is no universal marketing mode, and Chinese is a vast and diverse regional characteristics and competition patter
45、n of a market, therefore, different regions, different enterprises tailored model will become a trend. We look forward to presenting a better Fang Chi, the more creative case for industry.FOUND| square German marketing consulting, China wine marketing expert, won the second China wine marketing Jin Jue prize, published the first Chinese wine combat marketing book, blending marketing, welcomed the exchange.