Return to the countryside to engage in industry

Chapter 432 Manufacturer-led Model
The producer of "Talk Show Conference" is Li Dan's Xiaoguo Culture Company, and the advertising fee is 800 million. The contract specifies the advertising model, and Yang Zhenyu's requirements are all listed in it, and the number of oral broadcasts has also been increased. , Yang Zhenyu asked Liu Juan to continue talking with Xiaoguo Culture, trying to lower the price a bit.

In fact, Yang Zhenyu previously estimated the price in his mind to be over 1000 million. Based on the current reputation of "Talk Show Conference" and the analysis of the service content specified in the contract, [-] million is not too expensive, but this is how business is done. Try to find a way Save costs as much as possible and bargain as much as possible.

However, the results failed to meet Yang Zhenyu's wishes. Xiaoguo Culture insisted on the previous offer. Liu Juan stood in front of Yang Zhenyu's desk with the contract, waiting for his reply. Yang Zhenyu did not hesitate. Started to sign the contract.

As a producer of veteran cadre liquor, it has already begun to lay out product promotion and marketing strategies, laying a good foundation for the development of distributors.

Manager Xie of the marketing department also completed the dealer development plan for the old cadre baijiu and the packaging and pricing of the new Yanghe Daqu, and finally sent it to Yang Zhenyu by email.

Yang Zhenyu opened the email and read the proposal carefully.

The two new products that will be launched soon are Yanghe Daqu sauce-flavored liquor and Yanghe Daqu Luzhou-flavored liquor, 52% 500ml, and the market prices are 199 yuan and 168 yuan respectively.This price is determined by comparing the market price of liquor with the same reputation as the old cadre liquor in the market, and the price is slightly higher than that of the peers.

The ex-factory price, dealer wholesale price and retail price are based on relatively stable standards in the industry, with 15% and 35% pricing. The ex-factory prices of the two new products are 109 yuan and 95 yuan respectively.

Yang Zhenyu had no opinion on the packaging and sales plan of the new product Yanghe Daqu, and then looked at the dealer development plan.

Judging from the content, Xie Yong put a lot of effort into making the plan. He compared two channel models in the market, one is the manufacturer-led model and the other is the dealer-led model. It is recommended to adopt the manufacturer-led model for the current operating situation.

The manufacturer-led model, simply put, means that the manufacturer has the absolute right to speak in the entire channel. Typical examples are the small dealer model of Moutai and the in-depth distribution model of Gujing Gongjiu.

The in-depth distribution model requires manufacturers to have strong market refinement management capabilities, which cannot be met with the current staffing and professional quality of Pentium Agricultural Trade Co., Ltd.

Xie Yong and Yang Zhenyu are more inclined to the small dealer model of Moutai. To adopt this channel model, we need to do a little bit to enhance the brand influence. Simply put, it is to improve product quality technically, and invest more money in advertising in terms of publicity. .

The product quality of Veteran Cadre Baijiu has been recognized by consumers in Chongqing City, and the launch of two Daqu liquors will cause a sensation in the market. With advanced bartending skills, the new models of old cadre baijiu that will be launched in the future will continue to amaze everyone.

Yang Zhenyu is not worried about the quality of baijiu at all. As for advertising investment, signing a new spokesperson and naming a variety show with high ratings has already taken the first step, and will continue to invest in the future according to the operation situation.

After reading Xie Yong's proposal, Yang Zhenyu conducted an in-depth study of Moutai's marketing system.

Moutai belongs to a typical direct distribution model, in which direct sales are mainly realized in the form of self-operated stores and online, and direct sales account for about 10%. Distribution channels mostly exist in the form of specialty stores, regional general distributors, and special distributors. Accounted for 90%.

In order to maximize profits, Veteran Cadre Baijiu also opened its own directly-operated stores in Qingjiang County and other seven or eight districts and counties within Yu City.

The online sales channels have been fully opened. Their own e-commerce platforms, Taobao, JD.com, etc. all have official online stores for veteran cadre baijiu, and at the same time continue to cooperate with various top-selling anchors.It can be said that in terms of direct sales channels, Veteran Cadre Baijiu is still doing very well.

The next work will focus on distribution.

In terms of distribution policy, Moutai treats big and small dealers equally, sells at bare prices, and pays more attention to increasing sales to small dealers.It is the content that veteran cadres Baijiu should study and research.This marketing model dominated by small dealers has three advantages.

First, it can control the scale of dealers and enhance the ability to control dealers.Taking Moutai as an example, the average sales volume of its dealers is only about 5 tons, the average turnover is only 2000 million yuan, and the revenue of the top five customers accounts for less than 7%.

Second, it is easier to realize the sinking of the channel network. The number of Moutai dealer channels is about 3000, which have already sinked and covered cities and counties across the country.

The third is that it is easier to capture the core consumer groups of opinion leaders, so as to lead the consumption trend.Small Moutai distributors are the core group of local business and government affairs, with a strong relationship network and social influence, easy to promote and lead consumption trends.

Today, Moutai surpasses Wuliangye in scale and status, and its great success is inseparable from the promotion of Moutai's unique dealer system. This and the pull of the Moutai brand form a two-wheel drive, establishing Moutai's leading position in the industry.

Although the old cadre baijiu cannot be compared with Moutai in all aspects, the market positioning of the old cadre baijiu and the social relationship established through the previous sales channels are somewhat similar to Moutai, which is why Yang Zhenyu and Xie Yong both prefer this kind of liquor Important reasons for the distribution model.

Yang Zhenyu was very satisfied with Xie Yong's plan, and picked up the phone on his desk to call Xie Yong to come over for further discussion.

After Xie Yong received the notice, he walked into Yang Zhenyu's office, "Mr. Yang!", and called out.

Yang Zhenyu smiled and said: "I am very satisfied with your plan, but the details still need to be further improved. I will try to find a relationship and send you to Maotai Distillery or a liquor producer with a similar distribution model to learn."

Xie Yong continued: "Mr. Yang, I am about to mention this matter to you. I have already contacted a liquor manufacturer. Although their strength is not as good as Moutai, their distribution model is doing very well. I will go to study this Wednesday. "

Xie Yong gave full play to his subjective initiative, and Yang Zhenyu was very satisfied with his work attitude, "Going out to study represents our company, first of all, we must do a good job in terms of image, I don't need to save the money that should be spent, and go directly to Financial Office Newsletter."

Yang Zhenyu used practical actions to encourage his employees. Xie Yong himself knew that there was a standard for everything. The company's standard was in Yang Zhenyu's heart. What Yang Zhenyu said was that as long as it did not exceed the standard in his heart, what you got by relying on strength Benefits, the company will not be stingy.

Xie Yong responded with a smile: "Mr. Yang, I will pay attention."

Yang Zhenyu nodded, "Finally, the franchise fee can be raised a bit."

Yang Zhenyu's decision not only wanted to withdraw funds as soon as possible, but also considered the market positioning of the old cadre baijiu. Starting from the listing of Yanghe Daqu, he will gradually dabble in the mid-to-high-end market.

(End of this chapter)