Introduction: Closer to Sichuan Nanchong Daily “The news that Nanchong Beer Market broke the “special†iceâ€, the content is roughly speaking, for the “chargesâ€, “special feesâ€, “caps†and “caps†fees for the Nanchong beer market. "Standard rules, in order to maintain the normal order of Nanchong beer sales market, curb unfair competition in the beer sales process, ensure market supply, stabilize market prices, not long ago, the municipal government organized the Municipal Bureau of Commerce, Industry and Commerce Bureau, Price Bureau, quality The Supervisory Bureau and other departments jointly established a special action group for the centralized rectification of the beer market order. As a beer marketer, this has caused me to ponder and need us to hide the problems behind the matter. Event background: Before the establishment of Yanjing Beer in Nanchong Market, the Nanchong beer market pattern was mainly dominated by China Resources Snowflake and Heavy Beer Mountain City Beer, accompanied by the brand of “Tsingtao Beer, Jinwei Beer and Jinxing Beerâ€. Nanchong City has a 200-kilometer area, with the China Resources Snowflake South County Plant, Huarun Snowflake Guang'an Wusheng County Plant, and the China Resources Snowflake Suining Factory and the China Resources Snowflake Dazhou Plant nearby. China Resources Snowflake has accumulated 500,000 liters at the junction of Sichuan and Chongqing. Production capacity and actual production and sales scale of more than 200,000. That is, China Resources Snow dominates the market. In the grounding belt of Sichuan and Chongqing, there is only a lonely Bazhong factory, which maintains a production and sales volume of less than 10,000 kiloliters. The scale of the heavy beer Yongchuan plant is also small. Therefore, the heavy beer mountain beer sold in Nanchong area, the low-end products are near Yongchuan transportation, and the mid-end products need to be distributed by Chongqing General Factory. Due to the special geographical location, in the case of China Resources Snowflake heavy bombing of the Chongqing market, it broke into the heart of China Resources Snowflake Nanchong, so the containment strategy of “Wei Wei Zhao†is far greater than the significance of selling tens of thousands of kiloliters of wine. Things have changed now, and Yanjing Beer is here. Yanjing advanced into the Bhagwan, and built the factory in Nanchong, the grounding belt of Chengyu, and invited Wu Laoda from the original Jinwei Beer Xi'an Factory to join. Under the leadership of technical expert Wu Zong, the Yanjing Beer Nanchong Plant was quickly built and put into operation smoothly. Yanjing Beer was supported by “public power†due to the agreement of the city government to attract investment. Yanjing Beer does not need “special promotion resources†in the Nanchong area, which can break the “unfair competition†of the market and break through the special pattern of other beer brands. The beer market in Nanchong is the strategic goal of Yanjing Beer Nanchong Factory. It strives to occupy half of the base market within one year of production and turn the base market into a base market. The base market is the foundation for the survival and development of beer companies. Any beer company that does not have a base market will be very dangerous. In short, the “hidden rules†participants in the Nanchong beer market come from various beer brands on the market, not only that beer brand, but also the collective mining and formation of so-called industry rules. In the past, the beer industry is generally a "hidden rule." As a beer marketing with Chinese characteristics, many companies use marketing techniques such as “buy out channels for channel terminals†and “use violence to protect the market from foreign beerâ€. These are manifested in "admission fees", "special fees", "caps fee", "caps fee", etc., the market competition deducts various marketing methods, and this is a reasonable normal market "promotional means" Or is it a cover-up "commercial bribery"? The issue of commercial bribery involves more aspects. The "hidden rules" of the beer industry have long existed, and this has gradually become a familiar rule, just like the habit of spitting and crossing the road. For beer companies, how good would it be if everyone did not go to vicious competition? However, the hypocrisy is in the verbal opposition, but they are all eager to do it. How to eradicate the "hidden rules" of the malignant tumor requires the identification of "local protectionism" and "anti-commercial bribery". The final focus is the attribution and distribution of beer-derived interests. Second, who pays for our lessons? Unconscious violations of groups are very common in markets with Chinese characteristics. Recalling the "Snowflake Chongqing Bribery Gate" in 2006, the "melamine" in 2008, and the "Prunella" in 2009, the food industry's competition norms and food safety issues are not just for these companies, but also for these companies. The misconduct of the functional supervision department. What makes people sad is the innocence of our consumers. Who pays for our lessons? The actions of some regulatory functions are very funny. First, since such abnormal market behavior already exists, why should we take remediation actions until now? Secondly, before the remediation action, did these departments lack the position? To put it bluntly, is it that the entanglement of interests leads to the redistribution of rights? Later, it is very supportive of market rectification behavior, establishing a fair market environment, and having a long-term significance for the entire economy, rather than a reshuffle with some bias. Third, the terminal of marketing - the mind of the consumer In the case where beer is drunk by consumers, it is currently divided into two places: the current drinking market and the non-current drinking market. The fierce competition is mainly concentrated in places like catering terminals, hotels and night spots. Beer companies are shopping terminals. If there is no terminal channel for beer companies, beer cannot be delivered to consumers. Therefore, in order to gain market share, the beer industry’s “hidden rules†are coming out. The extension of the beer terminal, the embarrassment of the buyout terminal: Since the consumer consumes A beer at the end of the purchase, this does not mean that the consumer is loyal to A beer. Because the psychology of disgust and rebellion cannot establish loyalty, once the terminal situation is lifted, they may not consume A beer; the promotional resources are limited, it is impossible to buy out all the terminals, and the terminal buyout forms a “bottomless pitâ€. Today is A beer buying store, tomorrow may be subverted by B beer at a higher cost; terminal buyout itself is not a reasonable and legitimate means of competition, if the market policy is regulated, then the "firewall" established by unfair competition means It will collapse. Therefore, the essence of controlling the terminal is to control the consumer's choice, so as to obtain the loyalty of consumption, and then occupy the market. Therefore, enterprises should not seize those core terminals, but those core consumers, which indicates that the control of the terminal is helpless, and the beer consumption terminal extends to the mind of the fee-payer. Beer brands rely on special monopoly terminals, and forced consumption is not able to establish consumer loyalty. Only by gaining the mind of the consumer can it be possessed for a long time.
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