Looking at the glass bottle business opportunities from the light bottle wine

For a long time, the light bottle liquor is synonymous with the low-end in the eyes of consumers, and it is “chicken ribs” in the eyes of operators. Regardless of whether its “born” is prominent or humble, it cannot escape people’s prejudice: “low-grade, non-profitable things.” But I believe that light bottle wine contains unlimited business opportunities, and it is entirely possible to break through the inertia of low-grade understanding and have a promising future.

Light bottle wine business is in sight

The pioneers in the market have set an example for us. The old village chief is not unfamiliar to everyone. The phrase “Don't take the wrong leader of the village chief” reminded consumers across the country to remember this light bottled wine from the north-eastern black land. Its sales network covers more than 20 provinces and cities nationwide, and the growth momentum is strong. Hebei Mitsui Brewery promotes light bottle wine, knife wine, outside its main sales area. Knife sales soon accounted for about 40% of Mitsui’s total sales, and created Mitsui’s single brand sales record. There is also a famous light bottle wine - Erguotou, has always occupied 40% market share of Beijing Light Bottle Wine, and even formed an unwritten rule that must be light bottle wine in Erguotou.

These results provide proof of the market opportunities for light bottles. From the technical level, let's make further analysis.

According to statistics, there are nearly 40,000 Chinese liquor manufacturers and the degree of market competition is unusual. So, as a category of liquor - light bottle wine competition is also fierce it? No! According to the author's observation, at present, there are less than ten domestic professional manufacturers engaged in the production and sale of light bottle wines. With the production and sales of light bottle wine manufacturers, even if the national wine, it is only incidental, not to mention the professional light bottle wine market operations.

Compared with boxed wines, especially mid- to high-end boxed wines, we found that light bottle wines have great advantages.

Judging from the competition in the terminal market, high-end spirits generally have to pay high fees for entering stores, promotional fees, cabinet fees, publicity fees, restaurant fees, and supplier coordination. Light bottle wine terminal operations, these costs are almost no or negligible.

From the business risk point of view: high-end products are almost always credited, better hotels “put aside” settlements, and some quarterly settlements, and some hotels have closed business accounts did not have to come back, and some every holiday to the dealer Some mooncakes, consumer cards, Christmas tickets are used to offset the accounts. In this sense, the risk of light bottle wine is even lower, because the price of light bottle wine is relatively low, so it has become the practice of the industry to use the light bottle liquor without credit. In actual operation, promotional activities with some small gifts can solve the problem of credit sales.

From the management and use of personnel: First, the number of personnel is less than the number of high-end liquor operators, because high-end hotels need a longer period of communication or negotiation, and it is difficult to solve problems at a time. The light bottle wine product is simple, there are not many things that need to be negotiated and it takes less time. Under normal circumstances, light bottle wine salesman can visit 40-50 stores a day, while high-end wine salesman visit 10-15 stores a day is already good. Second, the personnel business skills do not require strict requirements as high-end wine, because the light bottle wine consumption channels are generally those snacks or medium-sized hotels are not large. The expectations of these bosses are not as high as those of high-end hotels, and it is difficult for manufacturers and distributors to make difficult policies.

Low-end is awareness, not wine

Light bottle wine is not low-grade wine. It can be said that there is no low-grade light bottle wine, only low-level awareness. Let's take a look at how some of the best manufacturers are putting our sights on the low-end light bottle wine.

Henan Zhangjian Liquor, after reforming, opened up another way to produce “inner wine” light bottle wine. The light bottle wine was raised to an unprecedented height, and the market price was about 300-500 yuan per carton. Its popularity can be said to be a household name in the local area, dealers make it profitable, and consumers are used to gaining face. People who have visited Shangqiu, whether large or small, have basically tasted the "internal liquor" of Zhang Gong. The "inner liquor" of this light bottle serves as the special wine and gift wine for the foreign reception of the Shangqiu government. It is not an exaggeration to say that drinking "big wine" in Shangqiu is a symbol of status and status.

It's not just a bow to make light bottle wines "not inferior". Established in 1939, Henan Wolong Wine Co., Ltd. was known for operating light bottles for up to ten years ago. At that time, the price of its products had already been sold for more than 8 yuan per bottle, which was equivalent to the boxed products of some second-class wine manufacturers in the same period. Now its products have sold 15 yuan/bottle, and the number of varieties has also increased, and it has been the mainstream market in the local market. Yangshao Daqu, Yangshao's wine production, has sold well in Henan for more than ten years and won the consumer's name of love – Yangshao “Agouyan Monkey”. Among the broad masses of middle- and low-income people, it is the Maotai and Wuliangye that these people have in mind. The old village heads of Heilongjiang mentioned in the previous article, in some rural areas in Henan, Hebei, Anhui, Jiangsu, and Tianjin, had bought gifts for the entire box of boxes for the Chinese New Year. In some wholesale markets and stores, the old village chief's wine is displayed like a small hill, which looks very aggressive and aggressive.

These light bottle wines have undergone a bold upgrade in sales channels and access roads. They are not located in low-end hotels but have entered the mid- to high-end market like boxed products. Practice has proved that they are successful!

Why did many people always think that light bottle wine was a low-grade wine and couldn't get it? I think the main reason may be packaging. Most of the previous light bottle wine packaging is rough, and some even recycled bottles, lids spilled wine, wine bottle body is not bright, there are impurities, poor wine quality, giving people intuitive feeling is low. The current light bottle wine, in the use of the bottle, there are crystal bottles, high white material bottles, frosted bottles, porcelain bottles, etc.; in the wine cover, three anti-counterfeiting and one-time anti-counterfeiting, cut off anti-counterfeiting, telephone security, etc. Make people feel safe; on the trademark bronzing, gold printing; in the wine box on the color box, "cowhide" cartons, the use of gold outside the box. The "equipment" of these high-end boxed products is applied to the packaging of light bottle wines, basically eliminating the association of low-end consumers.

Light bottle wine has its own unique selling point

Why did the previous bottle of wine not sell high prices? Because the price determines the quality, the appearance of the image, "special" channels, so that the light bottle wine has been fixed in the minds of consumers: is the low-grade things. But now, most manufacturers go to the other extreme, high-end packaging, low-grade quality, there is no selling point of their own, blindly low prices. Consumers may be the last time, how many were the last time and how many times they were cheated?

Let's take a look at how Zhang Gong and the old village chief operate.

“Remove packaging and drink good wine!” This is a loud slogan proposed by Zhang Gong. How good is it, when everyone is cutting their heads and boxes to lower their prices, Zhang Bowen Wines instead said: “Remove packaging and drink good wine!” This is a selling point and a prominent selling point. What is he selling? Sell ​​good wine! It tells the consumer straight away that it is the packaging that is removed, and that the quality of the wine is improved. On another level, it reminds consumers that you are drinking wine instead of packaging. Zhang Gong strengthens the "removing packaging and drinking good wine" appeal, deepening the impression of consumers, successfully breaking the bottle of light wine only sell the low-grade misunderstanding.

"The water is good, the food is good, the wine is really good." This straightforward and easy-to-understand language tells the meaning of the old village chief. It does not emphasize how good my wine is, what awards have been made, what craftsmanship has been used, but it tells you a simple truth: good wine must have good water sources, good food. The northeast is the granary in mind, with unique water resources. “The water is good, the food is good, and the wine is really good”, giving people unlimited space for reverie.

In addition, who can drink the old village chief? "Don't take the wrong leaders of the village chiefs," and the term "village heads and cadres" deserves special mention. The cadres drink wine. The cadre is a symbol of status. The cadres drink wine is certainly a good wine! The old village chief operated through these perceptual and intuitive concepts, made easy-to-understand words, and was deeply rooted in the hearts of consumers.

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