Build the cornerstone of business ethics with honest management and enhance the core competitiveness of enterprises with brand marketing.

Adhering to the principle of "honesty and pragmatism", we sincerely recruit some dealers from provinces, prefectures (cities) and counties to make the market with specialty+details+execution, so as to "develop, support and succeed one family". Our factory strives for perfection from material selection, brewing, inspection, filling and testing. We provide a variety of ways of cooperation. Welcome to our factory for on-the-spot investigation, wine tasting and negotiation.

First, the dealer qualification

1, honest and trustworthy, has a wide range of social resources and business reputation.

No matter what kind of business system, industry and relevant experience you have, as long as you have strong market awareness and keen market insight.

3. Have certain financial strength, perfect sales network or consciousness and strict management system.

Second, the way of cooperation.

1, ex-factory price settlement (including market input cost, the main input in the local market is the responsibility of the manufacturer);

2. Bare price settlement (after deducting the market input cost, the merchant is responsible for the main input of the local market).

3. Other negotiation methods.

Third, support dealers.

1, the manufacturer implements market investment+first purchase incentive+rebate+year-end bonus to the distributor.

2. The manufacturer is responsible for training the employees of the distributor.

3. The manufacturer is responsible for providing the sales plan of the regional market where the distributor is located.

4. Manufacturers provide perennial sales services to the bare price settlement market.

5. The amount of market input expenses is used for hardware advertisements, software advertisements, large-scale promotional activities and the basic salary of marketing personnel.

Fourth, the first purchase reward (excluding naked price)

1, the first time to buy 150000 yuan, with 10000 yuan wine.

2. The first batch of goods is 200,000 yuan, and the wine 1.5 million yuan.

The first batch of goods is 300,000, and the wine is 28,000.

The first batch of goods is 500,000 yuan, and the wine is 50,000 yuan.

5. The first batch of goods is 6,543,800 yuan, and the wine is 6,543,800 yuan.

6. The above incentive policies will be supported by the company separately, and the input cost of each series of wine market will remain unchanged.

5. Year-end bonus (excluding bare price)

Sales volume (except bare price) exceeds the basic task 1 times (including 1 times) (except initial purchase):

County level: a car with a bonus value of 80,000 yuan;

Prefecture level: a car with a prize value of 150000 yuan;

Provincial level: a car with a value of 250,000 yuan will be awarded.

6. Credit guarantee, first shipment, annual basic sales, and rebate.

1. Reputation deposit: Pay the corresponding brand-specific agency fee according to the different levels of the agency area.

2. First purchase quantity: county level10-300,000; 300,000-600,000 at the prefecture (city) level; Save 600- 1.2 million.

3. Annual basic sales volume: county level1-30,000; 3-6 million at the prefecture level; More than 6 million at the provincial level.

4. Year-end rebate (excluding bare price): 4% rebate for basic sales and 6% rebate for basic sales.

Suggestions on liquor investment (2)

First of all, clarify the purpose of attracting investment.

Generally speaking, as a means and tool of market development, investment promotion starts and occupies the market. So that enterprises can share the same interests with investors and businesses, and share the fate and risks, and then form a real, long-term and stable strategic partner.

Second, set investment goals.

Investment objectives must be quantified, such as total investment, signing rate and so on. Specific indicators depend on the needs of enterprises, but they must be quantified and clear.

Third, set up an investment promotion agency.

Generally speaking, the investment promotion department should be separated from other business departments during the investment promotion period, and given a certain rank height, authority and incentive mechanism different from general sales, so that it can enjoy more flexible authority as far as possible in the overall enterprise organizational framework. The investment promotion department should not only closely contact with the marketing planning department, but also fully cooperate with the sales department, property management department, engineering department, finance department, office and other departments to ensure the smooth progress of investment promotion. Specifically, personnel from various departments were transferred to set up investment promotion project teams.

Fourthly, suggestions on liquor investment.

Generally speaking, a complete investment proposal is roughly divided into the following parts:

1, investment process planning:

Overall investment proposal design-investment personnel preparation-establishment of investment promotion agency-investment promotion advertising creativity, media selection and release-1 time information processing (incoming calls and letters) -2 times information processing (written reply)-invitation letter-signing contract-urging performance-entering normal business links.

2. Choice of investment promotion methods.

There are many ways to attract investment. () For liquor enterprises, there are several ways to attract investment:

(1) Visit investment promotion, take the initiative to visit relevant investors and merchants and carry out investment promotion activities;

(2) Advertising to attract investment, using various forms of advertisements (newspapers, television, radio, magazines, outdoor advertisements, brochures, posters, DM sheets, etc. ) to attract investment;

(3) Conference investment promotion, using all kinds of liquor exhibitions, especially the Spring and Autumn Sugar and Liquor Fair;

(4) network investment, using websites, web pages and online stores to attract investment;

3. Develop an investment promotion manual.

Before inviting investment, you can design and print a complete "Merchants Manual". The main contents of the investment promotion manual are as follows:

(1) The strength, honor and development history of the enterprise (market).

(2) selling point refining: market characteristics and advantages.

(3) Introduction of market conditions.

(4) Support for investors and merchants: (Generally speaking, there are the following seven major supports)

① Policy: Define relevant preferential policies;

② Management: relevant regulations on market management;

③ Information: provide industry and market information;

④ Training: Organize relevant training regularly or irregularly to improve the quality of investors and merchants;

⑤ Services: provide various supporting services such as safety, logistics and life;

⑥ Publicity: Help investors and businesses to plan and carry out advertising and promotion activities;

⑦ Fees: Reduce or exempt relevant fees to support the development of investors and merchants.

(5) Cooperation agreement.

(6) signing procedures.

Suggestions on liquor investment (3)

There are similarities and differences between the investment promotion activities of liquor enterprises and other consumer goods. For a long time, many liquor enterprises have organized investment promotion activities by relying on the annual sugar and wine parties in spring and autumn. With the decline of sugar and wine parties, more liquor companies regard investment promotion as an integral part of brand strategy and marketing strategy. Through newspapers, wine magazines, TV media, as well as regional press conferences, new products and brand promotion meetings, the purpose of three-dimensional investment promotion is achieved. From the strategic point of view of investment promotion activities of liquor enterprises, the development of investment promotion activities generally follows the following procedures.

The first step is to make an investment promotion plan. The investment promotion plan includes the determination of investment promotion organization framework, job responsibilities, investment promotion objectives, investment promotion fields, investment promotion methods, investment promotion strategies, investment promotion funds, investment promotion period, production and publication of investment promotion advertisements, investigation contents of investment promotion targets, investment promotion implementation steps, investment promotion training, and the connection between investment promotion and market introduction.

1, organizational structure of investment promotion and determination of post responsibilities. To attract investment for national liquor brands, liquor enterprises should be equipped with the following talents:

Investment manager 1, must be familiar with liquor market, liquor terminal operation and distributor management, have practical operation experience (especially good at investment operation), know how to plan, be good at management, and have excellent negotiation ability and personality charm.

There are several investment managers in the zone, who are respectively responsible for the work of the enterprise investment zone. The regional managers should have certain investment operation experience, understand the local market competition and local customs, be good at persuading and encouraging negotiations, and have team spirit, obedience consciousness and overall situation concept.

There are several regional business managers, whose main responsibilities are to assist agents to develop markets and complete sales. Business managers need to be honest, diligent and dedicated, have good communication and organizational management skills, and be able to go abroad for a long time.

A number of administrative assistants, whose main duties are to help the front-line investment promotion personnel do a good job in housekeeping (materials, calls and letters, people coming to negotiate, information collection, etc. ) and conference organization.

Other service personnel such as copywriting, graphic design, wiring, reception staff, etc. depend on the situation.

According to the scale of each enterprise and the market scope initiated by the investment strategy, the number of all kinds of talents is determined, and the recruitment work is carried out after the framework of talents is completed. Generally speaking, due to the high requirements for investment managers and regional investment managers, and the talents in these two positions are very important, the recruitment should be selected nationwide (especially in mainland cities with insufficient talent resources, talents should be widely recruited), and other personnel can be recruited locally.

2. Training of investment promotion team. It is also a running-in process for the team to understand the current situation and products of the enterprise and understand the investment strategy and operation steps through training. Investment training mainly includes the following aspects:

Enterprise and product knowledge, so that team members have a clear understanding of the status quo of the enterprise.

Communication skills (such as answering telephone, language, negotiation skills, gfd, etc.). ) Cultivate the professional awareness of team members.

Investment promotion expertise (investment promotion process, negotiation skills, telephone answering, matters needing attention, etc.). )

Essentials of investment promotion (explanation of investment promotion strategy, interpretation of contract, etc.). )

In fact, the training process is a rehearsal and virtual operation of the whole investment promotion, which is of great significance to the actual investment promotion. At the same time, training can unite teams and boost morale, which is undoubtedly beneficial to enterprises.

3. Use of investment funds.

Investment funds should be special funds for investment activities.

Investment promotion fund design investment promotion team fee, investment promotion advertising fee, investment promotion inspection fee and investment promotion evaluation fee.

Investment promotion expenses are an important part of the marketing expenses of liquor enterprises, which must be fully budgeted and used scientifically.

4. Formulation of investment strategy.

Investment promotion strategies can generally be divided into overall investment promotion, regional investment promotion, media investment promotion and internal investment promotion. Every enterprise should make its own investment strategy according to the actual situation of brand, enterprise strength and market competition;

Overall investment promotion is suitable for brand-name products. Relatively speaking, the overall investment is relatively wide and the capital investment is relatively large. Enterprise marketing management, advertising management and logistics management are all great tests, but the benefits are also obvious. For the overall investment promotion, it is best for liquor enterprises without strength not to get involved easily;

Regional investment promotion is more suitable for small and medium-sized liquor enterprises to newly develop liquor brands. After fully investigating the target market and fully understanding the competitors, we will take advantage of the success of the model market to carry out regional investment promotion activities;

Media investment promotion and internal investment promotion are the investment promotion strategies combining overall investment promotion and regional investment promotion.

5. Production and release of investment advertisements.

Investment promotion advertisements can be liquor brand advertisements, or they can specially produce investment promotion articles, focusing on introducing corporate image;

The release of investment advertisements must be prompted in the model market or hot spots and prime time; If you cooperate with feature films, it is best to arrange them in non-prime time;

Investment promotion advertisements must be combined with different media to maximize the dissemination of information;

During the advertising period of investment promotion, it is best to inform the target customers in time and prompt them to watch the relevant investment promotion in time;

Investment promotion advertisements can properly cooperate with local hot news or hot events to attract the most customers to participate;

6. Evaluation of investment objects.

Examine the candidate's personal strength, business philosophy and financial strength;

Investigate the applicant's sales team, as well as previous business performance and business records;

Investigate the applicant's attitude towards the brand, the management concept of the new brand and whether it is consistent with the brand strategy and marketing strategy of the enterprise;

Examine the applicant's logistics ability and service ability;

Comprehensively compare the business indicators of several applicants in a certain market, and choose the applicant who is most suitable for this enterprise as the intended dealer;

7. Seize investment opportunities.

For liquor enterprises, the opportunity to attract investment is generally from March to June. After the off-season stage, liquor began to enter the stage of network distribution and distribution, and the development of investment promotion lost its significance;

Around the model market, we can attract investment while developing the market. This kind of investment mainly depends on the influence of the model market to pull and attract the applicants around;

The second step is to deal with the whole process of attracting investment.

In investment promotion, after the applicant is interested in the enterprise and brand, the enterprise shall generally follow the following procedures:

1. Handle the initial information (incoming letters and calls), make a good registration record, understand the basic situation of the applicant, reply the information according to the market situation of the applicant, and explain the necessity of continuous contact, tracking and mutual inspection;

2. Secondary information processing (secondary letter, reply, consultation and negotiation), to fully understand the applicant's business philosophy and business strength, initially understand the applicant's market operation mode, and make secondary information reply (information upgrade → selective sending of substantive information). If it is not suitable for the enterprise or brand, send a thank-you letter when the work is over; Suitable for enterprises or brands, send physical materials;

3. China Merchants Headquarters receives orders sporadically (on-site negotiation, inspection and signing of intentional cooperation agreement)

4. Planning and preparation of investment promotion conferences (national conferences and regional conferences)

5. Send an invitation to the meeting (inquired, familiar, reading the newspaper)

6. Receive registration and urge participation.

7. Hold a meeting and sign a contract

8. supervise the performance.

9. Collection and delivery.

In the whole process of attracting investment, primary information processing is very important. Applicants come to the door according to the advertisement, and enterprises should communicate with customers enthusiastically and pass on the necessary enterprise information and brand information. For customers who are anxious at the first contact, enterprises must carefully analyze and treat them differently. This kind of customers may be big customers, and the other may be competitors or scammers, so enterprises must guard against them. The second information communication must be carried out after the investment team has made a detailed study of market data and customer data and confirmed the sending of substantive information and cooperation intention. Investigation and negotiation are essential, and field investigation and high-level negotiation play a great role in the success rate of signing the contract. The holding of investment promotion meeting is the climax of the whole investment promotion process and a grand meeting of enterprises and brands, which should be taken seriously. For customers who have signed or are about to sign a contract, the China Merchants Association is not only a place for communication, but also a mobilization meeting for enterprise marketing.

In investment promotion, face-to-face communication is still the most intuitive and effective way. Therefore, before negotiating with the "applicant", it is very important to prepare some details, such as the layout of the investment office, the working status of the personnel, the reception of visitors, etc., which directly affect the outcome of the negotiation. In the process of communication, we should skillfully convey the following information to visitors.

Show the strength of the enterprise, the quality and management ability of the investment team, and show the brand image. Cooperation with the strong can be stronger, and franchisees hope that the enterprise will be strong and relieve worries. Merchants should tell enterprises about their long-term development aspirations and paint a bright future and huge profit space for candidates.

It shows the enterprise's understanding of the market and its determination to occupy the market and crack down on competitive brands. Firm belief and strong promotion strategy will make franchisees feel the determination of enterprises to promote projects. It is the best way to illustrate the strength of an enterprise with figures and charts.

Show the reputation of the enterprise with standardized rights and obligations. Blindly exaggerating can't unite powerful dealers at all. A sincere and well-founded attitude and maximum consideration for the "applicants" are the basis for the common development of both sides.

Fully study the market, study competitors, and fully display the marketing plan of the enterprise. Detailed and feasible marketing methods are very attractive to dealers. Give the dealer a brand, but also give the dealer a complete implementation plan.

Ensure the rich profits of dealers. In the final analysis, successful promotion should have rich profits, and the benefits left by enterprises to franchisees should be considerable.

The third step is the marketing service of the enterprise to the intended customers. Enterprises help franchisees to expand, let franchisees go all out, concentrate on managing the brand of enterprises, and establish the terminal network of regional markets. Therefore, serving franchisees is a part of enterprise marketing strategy. Through the investment promotion meeting, the "applicant" can fully understand the plans and steps of the enterprise, and give a "training-style" explanation with detailed information, so that the "applicant" can understand and agree with the concept of the enterprise, agree with the marketing plan of the enterprise, and really impress the franchisees. You can also use a period of time to conduct comprehensive training for dealers, strengthen the recognition of corporate culture and brand culture, strengthen the implementation of marketing plans, and provide dealers with sufficient management tools and management confidence.

The fourth step, when signing a contract, it is very important to grasp the principles. Because the franchisee's down payment or payment is in place, enterprises can't lower the threshold or give preferential conditions at will because of the requirements of some powerful dealers. Pay attention to the overall effect and adhere to the conditions suitable for most franchisees, otherwise it will leave a difficult "sequela". After signing a contract with the "applicant" and collecting the payment and deposit, the overall investment promotion work will come to an end, and some efforts will be drawn from the subsequent sporadic investment promotion work, and the center of work will be transferred to the comprehensive promotion stage of products.

Of course, investment promotion activities are not the same. Liquor enterprises can scientifically formulate investment promotion plans and implement investment promotion strategies according to their own actual conditions. In the fierce liquor competition at this stage, standardized service should be the core guiding ideology of attracting investment.