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1、1.iquorbusinessmarketingstrategiesduringSARS1.iquorbusinessmarketingstrategiesduringSRSSAKSinthe1iquorbusinesscryingThevastmajorityofSARSonthedomesticindustry,thebusinesshasproducedagreatnegativeimpact,inwhichtheoriginalandpeoples1ifeclosely1inkedtothenegativeeffectsofalcoholindustrywillhavetobelarg
2、er.Why?Thisisbecausealcoholistheemotionaltypeofconsumergoodsratherthanthefunctionalproductdecision.Manywineenterprisesintakingemergencymeasures.Beeranxious,andtherearecompanieshadanideatoproduceabreakdownproduct-Banlangenbeer(butwasconsideredaviolationoftheEoodSanitation1.aw);-ownedenterprisestostre
3、ngthentheconstructionoftheretailchannel,andactivelycarryoutthedepthdistribution;Heinekenbeerinthecountrycarriedoutthroughoutalarge-scalepromotionalactivities;wineanxious,andnightmarket,restaurantsareallverydepressed,howdo?Arebusyestablishingcorporatebrandimage,anumberofchallengersistheopportunitytol
4、aunchaatypicalpriceoffensive,shellingofhigh-grade,high-pricedwine;spiritsabitleisurely,someenterprisesthinkthatbecauseitislowseason,off-seasontoprepareforWell!However,afterIhcoutbreakofSARSinthespring,rum,rumcashrate,alreadytheoutcomeoftheinvestmentislow,investmentwillstoptheworkofthe1iquorindustryi
5、ndirestraitswhatkindofimpact?AlmostallenterprisesinthenameofSARSinquicklyrespondedandquicklycontributetothecommunity,butthespiritsofthebigboysintheSRSgone?Wuliangyeit?Maotaiit?Jiannanchunit?Peopleputafrogintohotwater,itwillimmediatelyfeelfearandnotsuited.,Placingitincoldwater,thenslowlyheated,itwill
6、beinthewaterWithaleisurelyswim,thewatertemperaturewasgraduallyincreasedimperceptibleWOUIdendangeritsownsurvival.Waituntilitfeelshotunbearablewhencannotdoanythingbuttowaittobecooked.SARSperiod,isnotalotof1iquorcompanies1ikethatfrogincoldwater?SRSimpactonalcoholsalesWecandrink1iquorestablishmcntstoexp
7、loredeeplytheimpactoftheproductmarket.Themaindrinkingestablishmentsusuallyhavehotels,bigstal1andthestreetofsmal1restaurants,nightmarketandfamilies.However,duetopeoplesfearofSRS,resultinginsuchplacesasharpdeciineinsalesofalcoholicproducts.hotel.Thehotelisanimportantplaceforalcoholsales,andthehotelspr
8、oductsalesaresubjecttoseasonaleffectsofrelativelysmall,whichiswhyalotof1iquorcompaniesinrecentyearsfocusondevelopinghotelsintheterminalcauses.Hote1alcoholconsumptionmainlyinthehigh-endproducts,suchas1.iquorWuliangye,Maotai,Jiannanchun,wineintheChangyu,Dynasty,GreatWall,theQingdaoBeer,Yanjing.Forthem
9、iddle-gradealcoholproductsales,thehoteloccupiesaveryimportantroleinsales.However,duetothefearofSARS,itreducedsocialcontacts,cancellationandalotofbanquetactivities,thiskindofpsychologicalandbehavioralphenomenonistheresultofasharpdeclineinthenumberofthehotelsdiningand,ofcourse,theconsumptionofalcoholm
10、aythereforereduced.2,stand,andthestreetofsmallrestaurants.Stand,thestreetofSmalIrestaurantsarealsoanimportantplaceforwinesales,winesalesinthisplaceandbeer-basedproductsDidangJiu.Here,thesameaspeoplesfearofSARSreducedthefrequencyofeatingout,resultingintheconsumptionofalcoholinthisplaceisalsogreatlyre
11、duced.3nightgames.Nightgames,includingnightclubs,karaoke,discoandsoon.Nightgameswereyoungandlivelygatheringplaceforcharacter,andthesewillnodoubtbeamajorconsumerofalcohol.Wherealcoholproductsconsumedmainlywineandbeer,andthevolumeisverylarge.Wineindustry,accordingtoawel1-knownpersoninchargeoftheOffice
12、ofShijiazhuang,in2002,theircompanysproductsintheamountofnightgamestogofornearlytwo-thirdsofthetotalsales.Iswel1knownthatnightintheairflowisratherpoor,issusceptibletoSARS-riskzone.Tothisend,manycitiesnationwide,suchasHefei,Shijiazhuangandotheralreadyreleasedadisco,nightclubs,placessuchasnotificationo
13、fclosure,someoftheclosuretwoweeks,whi1eotherssaidthataccordingtothespecificcircumstancesbeforedecidingtoliftthebantime.-Thisistantamounttoimmediatelyannouncedthatinthisperiodoftime,thosewhowalkbynightmarketgoodsproductswillbesoldinthezerostate.4,thefamily.Generallyspeaking,thefamilyconsumptionofalco
14、holisnotparticularlylarge,butsomehavealsobeenofnolittleinfluence,becausefriendsandfamilyintersystemcrossingtoreducethenumberofdoors,andalongwithhealthawarenessincreases,singleglassofdrinkingalonethecasewillbereduced.Duringthepurchasechannelsofhouseholdconsumptionofnon-smallchange.Theyrarelygotothose
15、staffturnoverrate,ventiIationequipment,generastores,supermarkets,butintheconveniencestorenearhishomesomehouseholdconsumptionwinepurchases.5,giftsandconsumergroups.IntheSRSperiod,peoplehavetominimizethefrequencyofsocia1activities,exceptasalastresort,winegiftsandconsumergroupsarebasicalIyatastandstill
16、.AuthoritiesinthepreventionofSARSanswersuggestedthatinordertoincreasethebodysimmunesystem,peoples1ivesinpeacetimeshouldbelesssmoking,lessdrinking.Althoughthecutdownonsmoking,lessdrinkingisconducivetogoodhealthhaslongbeenknowntoa1theappeals,butbeforethevastmajorityofconsumersarenottooconcernedabout.H
17、owever,theSARSdays,itisprofoundlyawareofthefragiIityof1ifc,thesubconsciousfearofSRSamongsomanypeopletoacceptacutdownonsmoking,lessdrinkingrecommendations.Afterall,whencomparedwiththericeandothernecessitiesoflife,alcoholicproductsdonothaveanyfunctionality,moresense,theybelongtoluxury.Whensuchpeoplear
18、esuddenlyworriedthatthisluxurywi11betotheirgreathealththreattoabandontheconsumptionofthesenon-essentialsistheirfirstreaction-andpsychologicalchangesinconsumerspendingforthe1iquorbusinessSalesisundoubtedlyworse.Incontrast,fromthecurrentoveral1situation,thespiritsoftheaffectedsmalIerdegreethanbeerbeca
19、useitwasdatedMarch-91iquorhavebeenfacingtheoff-season,whentheamountoftheproductasawholetakeisrelativelysmall.Thebeerwillbesoldathighertemperaturesusheredinthepeakperiod,inthiscriticaljuncture,theSARSimpactonpeoplesconsumersentimentisnodoubtgaveabIowtobeerproductionandmarketingenterprises.However,SAR
20、Shasbroughtanobstacletothe1.iquorMerchantsisextremelydestructive.Fromtheauthorofseveral1iquorcompaniesservicesinvestmentsituation,thecontractandpaydcpositcustomersinJunethecontractpriortotheperformancerateofonly60%!MorecustomerspayingcloseattentiontothespreadofSARS,concernaboutSARSinthepost-marketco
21、nditions.1.iquorbusinessmarketingstrategiesduringSARSIsveryprecise,theSARStothevastwinebusinesshascausedtremendousnegativeimpactandmarketconditionsdeterioratefurther.Undoubtedly,theseadverseeffectsandmarketenvironment,deteriorationoftheliquorbusinessmarketdevelopmentandproductpromotiontremendousobst
22、acles,anincreaseofmoreriskanduncertainty.Butthefaceofanunfavorablesituation,weneedtodealwiththem.AtpresentintheSARShasnotbeenfullycontrolledbyanextraordinaryperiod,theenterprisesshouldprompt1yadjustthesalespoliciesandmarketingstrategies,basedontheirown,adoptaSARSperiodofextraordinarymeasures(canbeap
23、haseddevelopmentandimplementation),therebyliquorcompaniestothevastnumberofatypicalpneumoniaandevenindustry-wideimpactandlossestoaminimum.Inmyopinion,theformulationoftheseextraordinarymeasuresshouldfulIyconsiderthefollowingpoints:First,reducingthehotels,supermarketswillruncosts;relyondistributorsatal
24、11eve1softheadvantagesofconvenienceandflexibilitytofullymobilizetheirenthusiasmandinitialive,strengtheningthesurroundingmarketdistribution,communitydistributionanddepthdistributionofintensity.SARSwake,hotelsandsupermarketsareagreatimpactonthebusiness,hotelsandsupermarkets,aspeoplegatherinpublicplace
25、snotonlytopreventandtreatatypicalpneumoniafocus,butalsobecomeanescapetheSARStransmissionofthefocusof.Inthiscase,theoriginalliquorcirculationanddissemination,asanimportantchannelforhotelsandsupermarketshasbeengreatlyreduceditsimportance,especiallythehotelisnotonlydifficulttoachievesales,moredifficult
26、toachievepeoplesexpectationsoftheeffectofwordofmouthspread.Notonlythat,becauseofSARSimpact,thehotelitselfisahighlyconfidential,nottomentionthetimelysettlementofaccountspayable.Atthispoint,ifstillthesameasbefore,notonlyintothestorefees,buy-outhotelpromotionsandothercostscannotberecovered,butalsogreat
27、lyincreasedtheamountofaccountsreceivableandrisks.Thus,intheSRSextraordinarytimes,andforthehotelsandsupermarkets,1iquorcompaniesarenotawisethingtodoisputorlessinput(strengthofthesmaIerbusinessesthatsimplydonotenter;Withtheclosureofawiderangeofnightskiing,redwineandbeercompaniesshouldalsobelessaccess)
28、;forhotelsandsupermarketshaveenteredthebusiness,shouldmakeeveryeffortwiththehotel,commercialSUPCr-responsible,inconsultation,willdelayorcancelthecontract.Onthecontrary,atthistimeshouldgivefullplaytotheroleofthemembersatalllevelsofdistribution,relyingontheirnetworksandthelocaladvantages,willbetransfe
29、rredtothedealerupworkcenters,ifnecessary,canincreasetherebateandpromotionalefforts,strengthencommunicationandwi1lingtotalkabout,Ibelievedistributors,relianceondistributorstocarryoutthedepthofdistribution,totideovertheSARSdifficulties.Second,strengthentheconveniencestoremarket.ConveniencestoresintheS
30、ARSperiod,Iheroleofextremelyimportant,specialtimewillbepushedconveniencestoreaspecialplace.Becausepeoplereducedtolargesupermarketshoppingfrequency,andbecauseoftheconveniencestoreswiththeconvenienceoftheirown,forsuitableformassconsumptionofalcohol,especiallybeer,wineproducts,strengthentheconveniences
31、toremarkettoslowdownthedeclineinitsbusinessvolumeFromtimetotimeasagoodway.Conveniencestoremarketingeffortstocarryoutwell,mayalsoberevitalizedasawholeduetotheSRSleadtoatrophyandstagnationinthemarket.Ofcourse,theconveniencestoresmarketingworkismainlycarriedoutbythelocaldealers,butthemanufacturershavet
32、odowiththework,suchasdeterminingagoodproductrange,makinggoodpostersandsuitableforsmallconveniencestorestoputuppostersinconveniencestorestoprovidepromotionalmaterialstoincreaseresistanceSARSproducts(suchasdisinfectionofmasks,disinfectant1iquid,Chineseherbalmedicine)andthenumberandtypessuchas.Convenie
33、ncestoresalesfortheconductoftheagentfactorymaygiveacertaindegreeofpreferentialtreatment,andatthesametimeaskthemtoprovidedetailedinformationonconveniencestoreinordertodirectthefuturedevelopmentofcommunitypreparation.Third,thevariablere-salesapproachandthinkingtobuildthebrandimageofourwork.salreadysai
34、d,SARSwake,Nosmoking,nodrinking,strengtheningtheimmunesystemofpublicopinionspread,insuchadversepubicityandguidance,thealcoholicproductsbecomesubjecttohurtthedirectobject,Ifyouworkatthistimetocarryoutthetaskstilltocompletethesaleofitsmaintasks,heisnotonlybehindthetimes,notonlyabletofulfillthetask,but
35、contrarytopeoplesheartsandethics.Ithinkthatatthistimeshouldfocusonstrengtheningbrandbuildingwork,majorworktaskstocompletethesaletransferredtotheworkcarriedoutaroundthecenterofgravitytoshapethebrandup.Why?First,largechangesintheenvironmentrequireenterprisescannolongerblindlytodoproductpromotionwork:t
36、hesametime,theearlydevelopmentofenterprises,mkingsalesandbrandingatreebetweenthetwoisoftendifficulttocomprehensive,loss,thistimeisanopportunity;thethree,justeveryoneignorant,butalsotrappedinatypicalpneumoniaofwaitingandconfusionamong,especialIyinthenosmoking,nodrinking,enhanceimmunityundertheunfavor
37、ablepublicopinion,createbrand,adeeperimpression,enhanceaffinity,careconsumersandfoughtintheanti-SARSfront-1inemedicalworkers,istheonlywinecompanycandoawork,andlessinvestment,highsuccessrate,disseminationofthewidefast,youcansaidtobeanexcellentopportunitytoshapethebrand.Thisistherecent,suchasMengniu,S
38、anluandothercompanieshavelocatedthemaincontributions.Asa1iquorenterprisesshouldlearnfrom.Fourth,strengthenthesalesforcemanagement,andactivelycarryoutvariousformsoftraining.Relativetootherindustries,thealcoholcompaniesrelativelylowqualityoftalent,whichisabottleneckrestrictingthedevelopmentofwinebusin
39、ess.IntheSARSperiod,ifthechannelplanning,terminaloperations,regionalmarketingandpromotionalactivitiesoftheorganizationandmanagementaspectsofthesalesforcetoenhancetrainingforSARSafterthesalesforcescombatstrengthwillenhancethegreatpracticalsignificance.Fifth,planaheadanddoSARSresponseafterthemove.11sh
40、ouldbenoted,asanalmostthroughoutthecountryoccurredinsudden-onsetdisastersthatwou1ddefinitelybeinthepast,althoughthereisnoindicationthattheendofthetimeofthisdisaster,butasabusinessoperationanddecision-makers,weshouldhaveSuchforward-lookingsense.tthesametime,SARSinthisunexpecteddisasterisboundtothemaj
41、orityof1iquorcompanies,includingtheentire1iquorindustrytobringfar-reachingimplications,thecurrentatleasttodeterminethatitisinthisdisasterthepast,peoplepayattentiontothehealthofConsumerawarenesswillbefurtherstrengthenedandbecomeafuturetrend.Therefore,howtofocusonhealthanddrinkwine,fruitwine,fermented
42、winecontainalcoholliverdamageinnatureinthisparadoxtofindasatisfactorysolutionisthekeytothefuturedevelopmentofenterprisesalcohol;thesametime,forthemajorityoffruitwineenterprisestosaid,howtinprovetheconsumersappreciationofthelevelandtastingofbasicknowledgeandskillsisalsocrucial.TheseprobablyaretheSRSa
43、fterthe1iquorbusinessofnewproductdevelopmentandpromotionoffocus.SRShasbroughttothe1iquorbusinesstocombattheimpactoftheirsituationshufflingwestillcannotpredicthowmuch,butinthepost-SARSperiod,thewineenterprisesarefacingmarketpressureswillbegreater,1iquorbusinessdevelopmentroadwillbemoredifficulttowalk.
