Perspective drinks industry the terminal promotion trap.docVIP

 PAGE \* MERGEFORMAT 10 Perspective drinks industry the terminal ‘promotion trap’ Channel, as the fast selling products company moral character, you can transform, you can upgrade, can be flat, may be weakening, however, can be ‘demonized’ do? Dilemma, is how caused it? Traps, can jump out come? Perspective articles In recent years, along with the gradual increase competition, end-to snatch in the wine industry, is increasingly popular business over the dealers face the terminal, the regional ‘influential’ in terminal (hotel) for ‘promotional locked’, dealers are only responsible for distribution back to section work, using a hotel on the consumer market to drive other channels. Shop: Terminal for some time monopoly of the product; Agreement shop: Terminal for some time to reach a certain amount of sales of the product; designed to promote Shop: Terminal can sell to other competing products, but only by the goods in-store promotions or do so vivid of display. As long as the terminal to achieve the above conditions, companies will provide certain incentives. However, it allows companies racking their brains about the things yet to come, in a wine business, a company big down side for this bitter water: Distressed one: the high cost of management difficulties, riding a tiger. 1. Enterprise Session fee increases year after year, due to a one-year agreement was signed last year, some hotels can handle 7-8 million, this year, not 100 thousand yuan of discussion, otherwise the hotel signed agreements with competing products . 2. Session is not proprietary, enterprise resentment to themselves. Because the hotel there is sufficient reason to explain the competing goods store ‘legitimacy’, such as: customer meetings, weddings and so bring their own drinks, or drink such and such strong personalities competing products by name, the hotel did not dare to offend. Enterprises can only submit to humiliation. 3. A serious imbalance in the ratio of input and output. D