A brief discussion on the Product Distribution of Coffee Bean Professional Market

One: the market background of coffee beans

The vigorous development of coffee beans in the Chinese market in recent years should be attributed to the rapid promotion and growth of table coffee chains in China, which has made siphon coffee (single coffee) preached and rooted in various cities and towns in China. Shangdao Coffee Mingdian Coffee and its derivation or imitation of many brands, but also gradually formed the bar technical standard trend of the above Island Coffee Coffee. Because of the restriction of investment and production equipment, ESPRESSO coffee with international status is only fully promoted in Beijing and Shanghai. of course, as an international city and a city with more people living in Europe and the United States, it is one of the reasons for its development. at the same time, Beijing Meida and Shanghai are unified in promoting Starbucks.

With the rapid development and expansion of coffee shops, the roasting of coffee beans, the distribution and distribution of coffee production equipment and supporting materials are gradually showing industrialization and scale.

Second, the problems in the coffee bean market

1: the technical standard and processing scale of coffee bean roasting factory stay in the workshop, the investment scale is small and the technology research and development ability is weak, and does not have the market ability of large-scale operation.

2: the acquisition of green beans is restricted by international trade and funds such as imports, which makes it difficult to have the same quality of products processed by the same factory and the same technology.

3: coffee and bean merchants generally lack the planning consciousness of rational brand management and marketing. Because of the small amount of money invested, the reserve of outstanding talents and enterprise training basically do not exist. The owner of the enterprise has a strong personal subjective consciousness of operation (also because the temporary threshold of the industry is low and the people with the basis of operation also set up their own doors) the marketing radius is small.

4:. Many regional dealers of coffee beans are one person, one table, one phone, and do not have distribution qualifications and regional market operation (also because the temporary threshold of the industry is low, people with a slightly operational foundation also set up their own doors and become distributors of certain beans and products in a regional market)

5: taking kickbacks at the bar or purchasing of coffee shops is an open industry rule in the industry, which is expensive for public relations.

Therefore, coffee bean products lack of large-scale brand management, short and narrow sales channels, weak food safety awareness and enterprise anti-risk ability, and lack of management responsibility personnel are common problems faced by coffee bean and coffee supporting material operators.

Coffee roasting has been included in QS since 2004, raising the threshold of the industry, which should be a scale opportunity for the coffee bean industry.

Three: the market operation of coffee and bean products

Coffee beans are the semi-finished products of coffee drinks, and the marketing of coffee bean products is channel marketing.

1: product form PRODUCT

The production of individual coffee with popular taste and consumption is the premise of occupying the market of table coffee shops. The production of high-quality ESPRESSO coffee beans is a sustainable competitive growth of profit products. The quality of products breaks through the restriction of green beans in technical deployment and strives to be constant. Inject personalized romantic or honorable cultural connotations into the brand at different levels. Through long-term precipitation and accumulation. Use VI MI BI and communication to improve channel awareness.

2: product price PRICE

The reasonable design of product price is an important factor to ensure the smooth circulation of product channels. Because the product price avoids the weighting of the cost level, but reasonably analyzes the cost paid by the coffee shop to obtain the profit to determine the retail price, the price among the secondary distributors and agents should first consider the channel circulation factors of the products and the service requirements and costs between the factory agents.

The regional or cut-off price is adopted in the market price of more perfect competition or oligopoly competition in regional market.

3: product channel PLACE

Factory / brand operator first-level agent / provincial agent second-level distributor coffee shop

The intermediate link reduces the operating expenses of the factory to obtain the agent.

Direct service of more than five chains

Products in the dealer and secondary distribution channel, careful selection of dealers is the guarantee of smooth access. Dealers must have public relations, market planning and economic affordability, integrity and corporate / individual industrial and commercial qualifications to work with factory / brand operators.

4. PROMOTION product promotion

Only after more than 5 years of product planning can we talk about the effective promotion of products. Before the product promotion goal, the product goal should be made: initial-short-medium-term-peak period-calm period.

Brand goal: Channel awareness-promotion-reputation

Profit goal: loss-even-profit

There are also talent goals and so on.

The goal is to make an effective schedule and an implementation plan and a reasonable budget. Purchase promotional tools:

Personnel reserve and training, investment promotion DM, design programs to stimulate channel distributors to purchase, obtain quasi-customer resources to screen target customers.

Investment promotion-trial sale-confirmation of distribution qualifications-deep distribution

After the investment promotion is completed, the general bean merchants assume that the work is done, so that the products are prone to weakness in the market. However, the author thinks that sales have just begun.

Deep distribution of coffee bean products

Deep distribution is the best way to give full play to the three resources of factory dealers' products! Therefore, the cost of deep distribution should be considered in the price design. Factory sales staff have a better understanding of the connotation of the company's products and brands, and it is more appropriate for factory representatives to communicate with coffee shops.

1: step: (outline)

Regional Market DM crowd-Class A Public Relations-BC driven-Retail display-OFFICE Coffee

2: execute

Regional market DM crowd: using ARS tactics to DM the sea of people in or near Class A field (with multiple gains)

Class A public relations: organize coffee bar staff academic exchanges or coffee culture festival activities

Coffee shop investment income assessment activities, invite coffee shop investors to participate

New coffee technology release activities may be jointly organized by local red wine enterprises

Activities related to the investment interests of coffee shops generally coffee shop investors will participate or send staff to participate, providing opportunities for product communication. So as to effectively avoid the problem of kickbacks.

The visit closed the deal.

Professional knowledge of coffee beans and coffee matching materials is the basis of the activity!

At the same time, it is necessary for enterprises to carry out regional management when attracting investment.

Coffee bean industry enterprise alliance planning or increasing investment in mergers and acquisitions is a shortcut to brand scale, improve the core competitiveness of enterprises and raise the threshold of the industry. food safety is the most important problem for all operators (especially dealers and individual industrial and commercial households) in the coffee bean supply chain, which of course requires the self-discipline of the industry. The author thinks that what the factory operates is the coffee bean that the brand dealer runs; the factory should create a dealer team that serves the brand and the enterprise should train and introduce talents or teams with capital and market operation ability is a compulsory course for the coffee bean industry scale!