A business is a prefecture-level city of Hebei, a decades-old state-owned liquor company, last year after a restructuring after the product is positioned as the premium liquor brands. With the brand affinity and local government support, from the market to
To the distribution and sales channels, has been a good buy, sales also rose steadily, the company in order to further expand market share, more than this year and the urban areas A, B Class hotels strong cooperation, but more than half a year later,
The hope of the hotel channels not only not profitable, but also a serious loss of sales is tepid, the cost of seriously overweight, to the company's overall sales management has brought enormous challenges. The distribution channels and
Customers channels have news of success, strong sales growth and to enhance the performance, making the dealer market prospects for the future is full of confidence.
Channels of distribution channels and buy a good number of comfort performance of the company CEOs are A, B class hotel in the heart contusion, but also made him into a confusion, frustration and distress among them: the cost of the hotel into a lot of channels, re-
Point-of-key input is also true, why the cost has far exceeded its sales, but is not it? Is it a problem with marketing strategies? The trip is simply not the hotel that Tang Hunshui it? The next step is to continue to increase investment in the hotel channels also
Is a full withdrawal from it ... ...
Out of misunderstanding
A company caught in the predicament stems from the misunderstanding of the terminal hotel. They sold the hotel to determine the terminal as the only standard of success. Generally believed that the terminal is to realize where the exchange of goods and money, is selling the final
Results place. Each link in the channel, the terminal end of the enterprise sales battle to end this war often conceptual understanding to enable them to demand that the consumer is to purchase goods terminal. Originally this understanding is not wrong,
However, the liquor manufacturers noted the importance of the terminal hotel, the hotel already developed into a major wine companies chasing each other, the main battle competition, often at the same time, buy special fees, buy promotional fees, charges into the store, open
Bottle costs, promotional fees, bar display fees, business anniversary fees, maintenance fees, customer intelligence is vicious competition means manufacturers enjoy drinks in the hotel play area, and liquor is also marketing a "hotel terminal block," "disk drive "
Marketing channels such as the theory with the hotel. With the vicious competition, the hotel has gradually lost the terminal value of sale terminals.
In fact the function of the terminal is diversified, it can be sales, the image can be displayed, can the consumer experience, but also can be a potential target customers looking to drive consumption of other sources to form a multi-channel interaction. If
If a terminal can be best set of all functions, but different terminal to play in its function also show different advantages. For many brands, sales terminals, image storage terminal and the terminal may experience
A certain degree of overlap in, you can also complement each other.
Sales end: refers customers to buy goods terminal, its main function is to facilitate and implement the transaction with the consumer, is the pursuit of sales and profits of the terminal. Such as: product quality and grade of the hotel to match the consumption, the
Is the hot shop and shop for the products business is a strong willingness to cooperate.
Image of the terminal: the image of the terminal is a "halo effect" of the terminals, such terminals often means the customer high quality and high-grade, by going to the image of the product can enhance the image of the terminal; display terminal: refers to the
Able to provide better display of products to attract customers of the terminal, this terminal traffic usually large, with a strong "eye effect"; such as: regional market only star hotels, government Hotel, features
Popular hotels.
Experience terminal: is able to provide customers with end-consumption trial or scenarios, this terminal can enhance customer engagement and enhance product awareness and reputation. Such as: government departments and enterprises and single
Bit fixed-point hotels, special hotels and so on.
Different hotels have different output terminals of its functions, therefore, into the store before their own "land" for meticulous research, so know ourselves, know the environment.
In a pretty good idea based on the combination of products, brands the actual, to research the hotel terminal segments, the functional distinction and position classification of the formation of the terminal hotel. Because different terminals have different functions,
To be achieved through different terminals for different purposes, so the need for different terminals have different operating strategies. Allow products to enter the terminal, with confidence, to figure out which is the company's image terminal, which is a business show
Terminal, which is the experience of the terminal company, which is the business of sale terminals. What are the terminal create a "halo effect", which terminal to create "eye effect", which terminal to create "opinion leaders" to enhance understanding of the product
And reputation, and which output terminal sales and profits, thus completing the end of the positioning of the hotel.
At the end of the function of the hotel, after subdivision, for the A problems encountered by enterprises will be solved. A businesses for A, B class hotel is undoubtedly the image of the end terminal, display terminals and experience the terminal,
The main purpose of entering the terminal sales and profit performance is not achieved, but rather enhance the corporate image and brand awareness, and thus for the enterprise to bring the "halo effect" and "eye effect", and expand influence. Attention
Consumer groups in the characteristics of the hotel, through the shop staff, finding the target consumer customers, and through customer intelligence outside the maintenance shop to form a fixed and a loyal consumer groups, with the hotel's "disk drive" to boost consumer "drive
In order "to form a multi-channel interaction, lead the overall brand promotion. The real point of sale terminals and buy the traditional channels of distribution, they are the real source of profit enterprise, is the lifeblood and future hope.
Image of the terminal for the sale terminals to create awareness and influence, while the latter's good business and the smooth operation of the protection of the former, the two complement each other interactions. Therefore, for A enterprises, withdrawal should not be across the board
A, B class hotel, but need to locate the terminal to the hotel to make adjustments to ensure the premise of sale terminal and improve the image of the terminal, display terminals and experience the quality of the terminal.
Hotel Terminal operation strategy
Different terminals have different capabilities, companies in different terminals to achieve different purposes, so the company's own resources with different terminal on the need for different operating strategies.
1. Image of the terminal.
Image of the terminal including the image of consumer terminals and terminals for the image of the channel. For consumer-oriented image of the terminal, many consumers may be in their hotel frequented by the product caused by injection
Italy, but will smoke at other times were in the name of the hotel, buy, supermarkets and other channels to purchase the product. So for the consumer-oriented image of the terminal should select high traffic, with a regional representative of the image of a good hotel,
The number of the hotel should not be too much, but to do concise.
As the channel is also susceptible to "halo effect", that is, distributors and end-product is good or bad business will enter the region through the product to determine, looking for distributors and end in the enterprise business, told them from the
Own, such as certain well-known products have been into the hotel, channels Chamber of Commerce pay more attention to your brand and trust your product, tend to reduce the resistance and the difficulty of Distribution.
After all, since the hotel is not the amount of such a terminal, simply relying on the sale of such terminals to enhance the overall sales volume is futile. So for this type of hotel sales and return money to weaken the target, enhance product and brand promotion
Vivid display, including not only simple product display, but also to pay attention to brand the whole atmosphere in the hotel outstanding.
2. Experience terminal.
Opinion leaders focus on manufacturing, attention to consumer groups in the characteristics of the hotel, finding the target consumer customers, and through customer intelligence outside the maintenance shop, the formation of a fixed consumer groups, with the hotel's "disk drive" to boost consumer
The "disk drive", the formation of multi-channel interaction, lead the overall brand promotion.
For example;
In a hotel to promote their own specialties in line with the hotel to do during the "free food products by xx xx wine" activities, helping to promote the hotel dishes, but also to promote its own brand, if such activities have been the wine
Shop will be strong with very good results, a simple activity to the consumer the impression is not deep, if the hotel was full of activities, activities during the promotion of marine, consumers will leave a deep into the hotel
Impression, while recording each table wine gifts contact consumers for buy a lot of valuable database of information collected.
3. Sale terminals.
Is really after-sale terminal sales and profits; is a shooting flame "war tide. If the image of the front end is the" Virtual Terminal ", then the true-sale" transaction terminal "
There is no need style and no substance, is the first live ammunition firing fortress. Therefore, the choice of sale terminals can target customers with relevant standards and product features, as far as possible the pursuit of the display of all items on display, promotion
The main strategy to boost sales, channel strategy the focus back to the sales and profits.
Precise positioning, core monopoly. Through constant visits and investigation and find a suitable product sales of sale terminals. Once found by a special way, and concentrate on working closely with the sales terminal to establish relations with the terminal in the hotel
Greater right to speak, to get a good return on sales and profits.
Precise delivery cost. All costs of sale terminal inputs are based on sales and profits on the basis of effective marketing is a system work in the overall consideration is required before carrying out promotion for consumers, service
Member, supervisor, such as different objects, the hotel at different times and frequency of second-rate promotions are not the same object, to develop scientific and effective marketing programs.
Strict implementation of the team and service above all else. Success or failure of the terminal hotel operations depends largely on the staff of execution, terminal management is dynamic, only permanent interests do not always friends. Therefore, enterprises
Should establish "service above all else" philosophy. Strict implementation of the clerk and promoter, to create a high level of specialization and standardization of the sales force, enhance the daily management is particularly important. Such as: staff by strengthening
