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Liquor public relations group purchase experience, perception, summary and reflection

2026-08-09 11:42
2026-08-09 15:55

In terms of public relations group purchase of liquor, there are the following conclusions and reflections: ** 1. Awareness of the value of the channel ** 1. ** The Need for Channel Transformation ** - With the development of liquor marketing from the era of commodity scarcity and advertising bombardment to the era of consumers, it entered the "post-terminal era". The consumer's sense of sovereignty increased, and the terminal's right to speak weakened. The public relations group buying channel must be upgraded from a substitute channel to a main channel, from an opportunistic channel to a strategic channel. The company needed to re-examine the value of the channel, shift the focus of work to public relations group purchase, and fully tap the core consumer groups behind the core hotels and famous hotels. 2. ** Adapt to market changes ** - Under the changes of the market environment such as the sinking of first-tier brands, the arrival of the era of consumer sovereignty, and the further upgrading of consumption, it was necessary to solve the contradiction between the traditional marketing method of liquor (terminal resource investment) and the isolation of consumers, especially when the competition in the new market was serious. Without the support of brand power, the market investment efficiency would be low. At the same time, companies had to think about how to integrate resources, occupy the middle and high-end groups, and how to further increase market share and precision. ** 2. Changing the mindset in public relations group buying ** 1. ** Put your mind into it ** - An enterprise should have a long-term vision, consider future profits as a decision-making consideration, change the concept of obtaining investment, increase pre-investment, and adhere to the thinking of investing first before making money. For example, they would change from selling before giving to consumers to giving before selling. He had to realize that only with a large investment would there be a large output, and only with a small investment would there be a small output. He had to win the core section, and from the original investment in advertising and terminal resources, he had to invest in the consumer experience and quality. He had to pay attention to the effectiveness of resource investment. 2. ** Resource Integration and Driving ** - The integration of high-quality resources into the market could reduce the operating costs and risks of the group purchase business and improve the effectiveness and success of the group purchase operation. They could transfer the operation of the dealers and seize the high-quality resources of the dealers to avoid a large amount of credit sales. The characteristics of group buying required a marketing organization with strong relationships. When entering a new market environment, when the relationship between enterprises was weak, it was necessary to use local connections to carry out marketing, such as retired old cadres, high-quality social figures, young public relations women, etc. to participate in the corporate marketing system. At the same time, he had to consider the driving force of resources, such as using virtual shares, hiring high-quality tasting advisors, and eliminating part-time employees with high salaries and high pressure. 3. ** Maintain a healthy competitive environment ** - When a company enters a new market, the first drive of the group purchase channel is beneficial to the overall market development, but after the market matures, improper operation will cause channel conflicts. It was necessary to combine the company's promotion and strategic direction, focusing on high-end products to avoid conflict with traditional channels; strictly setting the number of dealers in the market after the market matured to avoid vicious competition; doing a good job of dividing the market (regional division, division of priority) and making registration marks; carrying out strict market management, including sales price management, high margin management, audit supervision and other strong management. 4. ** Awareness of risk ** - It was necessary to pay attention to the issue of the right to speak, judge whether the customer resources were in the hands of the enterprise or the dealers, and not put all the eggs in one basket. Set the group purchase dealer area and the number of group purchase units, and strengthen the contact between the group purchase personnel in the factory and the core customers. ** 3. Public Relations Group Buying Formation and Direction ** 1. ** Group purchase dealer construction ** - Choose the number of group purchase dealers according to the size of the market. 1 - 2 in the county-level market, 3 - 5 in the municipal market, and 5 - 10 in the provincial capital market. The selection of dealers required them to have a group buying background, dare to invest and invest, have the corresponding funds and strength, and have their own specialty stores. At the same time, they were required to set and communicate corresponding rewards and assessments, including operating products and quantity, mission objectives, security deposit, factory support, etc. 2. ** Group Buying Team Building ** - This was the core of the group buying channel. They focused on sorting out and utilizing the core resources of the region, focusing on finding people with power, influence, and information connections. It was established by the factory business, including finding the family members of the important government officials (you can use the commission + year-end bonus system to join the dealer shares in the way of identity shares, and dig out the high-end consumers behind them), retired old officials (invite them as tasting consultant and give them benefits), hotel managers, sales managers, and other important customer resources (recruit them as full-time and part-time group purchase personnel. The former two pay attention to encouragement and incentive system, while the latter pays attention to the selection system of high salary and strict assessment). The operation of public relations should focus on the point and the surface, follow the 20 - 80 rule, and take the system as the breakthrough direction. For example, work should be carried out on the eight major systems, such as the party and government system and the law enforcement system. 3. ** Group purchase sales route ** - As for government affairs consumption, for grassroots government units and institutions, they could establish public relations teams according to the administrative regions, and use the network resources to seek cooperation with the core key personnel of the unit. Although small and medium-sized enterprises had a small unit purchase volume, they were the main consumers. They could use a carpet search model to subdivide into every street, every office building, etc., prepare advertising materials and products, give promotional albums in the early stage, and dig out the contact information of key people and visit them more frequently. In terms of circle consumption, you can participate in or build your own circle, participate in clubs, associations, and other non-governmental institutions and organizations, and become an active member to tap into the resources behind the use of alcohol. Read more exciting novels for free

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