How to play instant coffee? Development trend of Coffee Industry

The beverage industry bid farewell to the high growth, but the instant coffee market is growing rapidly with the existence of a minority beverage market, and it has attracted more and more beverage giants such as Starbucks Nestle Coffee, Unified Yaha, Cola Joya, Brown, Frappuccino, Benazon and so on. Small companies that do not want to be cannon fodder, how to make money in the ready-to-drink coffee market!

Focus area. Give up first-tier cities and plan for second-and third-tier city markets. Normally, large companies have few on-site personnel and resources in the second and third lines, and do not pay enough attention to coffee categories. In Guangdong, for example, Nestle Coffee, Uni-President Yaha and Cola Joya are staffed, marketing resources, promotion programs and media launches in Shenzhen, Guangzhou, Dongguan, Foshan and other cities to keep their products relatively omni-channel strong; while Brown, Benazon, Bond and Star Frappuccino basically seize KA, convenience, imported food stores and other channels; FIRE currently has high visibility, but no one pays attention to it, and its interest situation is similar to that of FIRE.

In general, the company's coffee drinks are basically cannon fodder in these markets, or go to the suburbs. If you want to break through the tight siege, you should choose cities like Qingyuan, Shaoguan, Chaoshan, Zhanjiang, Yangjiang and Maoming, which have little market competition and few resources, and no one has absolute competitiveness. If the company's strength is not strong, choose one or two prefecture-level cities to list, focus on management, and form a regional or channel relative competitive advantage.

Focus on channels. Cooperative customer selection is the first shot of channel development. Choose cooperative customers carefully, rather lack than abuse. Cooperative customers should not be more than 50 years old, identify with the products, have a certain strength, engage in fast-consuming beverage business, distribution, warehousing no problem. Try not to find daily chemical care, snack food, general beverage customers.

Cooperative customers should at least have the ability of channel and regional coverage. The cooperation method can be the traditional supply chain: company + dealer + end customer; or the cooperation company: 70% of the cooperative customer + 30% of the company; or the creator system: the company + business start-up; as for which way to choose, I personally prefer the third way.

Priority is given to schools, boutique merchants, convenience stores, smoking hotels, Internet cafes, army commissaries, stations and long-distance stops, gas stations, scenic spots, hotels, factory stores and shops around government agencies. Product visibility is a prerequisite for the success of product channels, and the market rate of products in these channels can not be less than 70%, otherwise, products can directly return to the warehouse. Among these channels, schools, boutique merchants, convenience stores, tobacco hotels and Internet cafes are particularly important to ensure that the visibility of coffee products is not less than 90%.

Focus on resources. Company personnel, expenses, promotion, materials, advertising are resources, limited resources put into a certain region or channel customers to form a local comparative competitive advantage, to the strong over the weak, to win less this is the essence of the art of war. Personnel, enterprising personnel are the basis of dynamic sales of products, which means that visit rate, shop rate, recommendation rate, degree of activation, degree of promotion and degree of customer satisfaction are guaranteed. Several kinds of resources such as expenses, promotion, materials, advertising and so on are nothing more than pulling the moving sales of products and cultivating consumers' habitual purchase.

Focus on consumers. Consumers are the core of marketing, and all the actions mentioned above are to induce consumers to complete the purchase and consumption. The bigger the company, the more levels it has, the farther away it is from the market and target consumers; all marketing activities that are divorced from the target consumers' self-touch and YY are hooliganism. Who is the target consumer of coffee, where to spend it, when to spend it, and what price is acceptable. The choice of channel customers is to be closer to the target consumers, the allocation of resources is to facilitate consumers to buy anytime and anywhere, and the moderate price is to make the target consumers affordable. Don't expect to catch them all at the beginning, try to accurately target the consumption channels, time periods, and scenes of most of the target consumers or opinion leaders. Can take a variety of cooperation ways to let this part of consumers taste, common, so that the allocation of resources is also effective.

Focus on a single point and seek a single point breakthrough. Single point explosion is a form of terminal sales results, that is, through certain products, display, promotion combination, material publicity, personnel introduction and other main means to achieve a rapid increase in terminal single point sales in a short period of time.

Template copy after single point explosion

The short-term increase in sales is only one of the purposes, but what is more needed is to summarize what is left after the single-point explosion, that is, to quickly copy and channel sinking.

1, rapid replication, so that product sales in more single points and areas of rapid increase, causing a group explosion.

2. With the help of the promotion of single-point sales, it brings the confidence of dealers, channels and consumers to implement the network sinking and improve the channel delivery rate.

3. Horizontal replication: from the success of one store to 2 stores, to 3 stores, 5 stores, 20 stores and more, from commercial overexplosion to category C network explosion to single store explosion in suburban county and bazaar in suburban county. In a word, it is necessary to keep exploding as long as it is a suitable channel.

4. with the help of the power of single-point explosion, through negotiations with supermarkets and terminal outlets, it is necessary to arrange layout, pile up resources and other resources, or strive to produce various forms of publicity materials in / out of the store at a lower cost, so as to lay a good foundation for product promotion.

5. The single point explosion is centered on the promoters. Through a period of training, some excellent promotion personnel can enrich the existing regular promotion team and form more teams that can carry out the single point explosion.

6. it is necessary to train more sales elites in order to organize more teams.

7. After a single point explosion, a group of loyal consumers will be left behind. In the later stage, how to serve consumers through good freshness, stable product quality, convenient purchase channels and other work becomes more and more important.

This is the sales story, this is the model market. After the regional market is absolutely strong, the success of the product is not far away. Combined with the actual situation of the company, a regional replication, not impatient, after all, China's more and larger market is not in the first-tier and provincial capital cities, but the vast number of second-and third-tier cities and township markets. China has a huge market capacity, it is not difficult to achieve some strong regional brands of coffee drinks, but the lack of perseverance, perseverance and pattern.