Jiagu injected 800 million yuan into Qingyuan Brewery, making Qingyuan Beer from a down-and-out family into a local tyrant.

Local tyrants must have a rich and wealthy style of play.

In addition to updating the packaging, producing unique advertisements, and contracting the prime time of advertising on provincial TV stations, more offline promotions are also being carried out simultaneously.

The new image of Qingyuan Beer exudes the same temperament to the owner and customers - high-end fashion, but the price is not much higher than other ordinary beers, coupled with the timely launch of Qingyuan Beer "buy two get one free" big discount, most people are willing to try it, and then willingly enter the pit.

Jeonju is the base camp of Qingyuan Beer, and it didn't take much effort to regain the loyalty of the citizens to Qingyuan Beer.

The key is the provincial capital. This is a must to occupy the market in Minsheng Province.

Wang Yuye has slowly handed over the management of the brewery to He Changchuan, after all, the entire Jiagu system needs his management, and it is impossible to leave the headquarters for too long.

Under the auspices of He Changchuan, Qingyuan Beer began a variety of marketing roads.

Poaching senior salespeople for other beer brands is only the first step, and 90% of the beer industry's sales are concentrated in traditional offline food and beverage channels. The most direct way to conquer the city is to buy out restaurants and regional sales.

It is also commonly known as "buying a store".

As a technical term in the FMCG industry, "buying a store" refers to a company or brand that offers cash rebates to F&B outlets, so that the latter can sell more of its own products in the store, or even stop selling competing products.

The sales staff of Qingyuan Brewery went around.

F&B outlets and distributors in the provincial capital are surrounded by sales representatives from Qingyuan Beer.

They often start with "small gifts", including ashtrays, beer mugs, parasols, light boxes and even tables, chairs and benches for outdoor display. Qingyuan Brewery is willing to invest, not only to increase the brand presence through these giveaways, but also to establish a good relationship with the terminal operator.

To be more subtle, they will negotiate with the restaurant in the form of flexible prices and private agreements, and even the staff in charge of the restaurant's beverage procurement may be bought off without the restaurant owner's knowledge.

What's more explicit is that some large restaurants were given tens of thousands of yuan by the sales staff at one time in exchange for the cooperation of only selling Qingyuan beer.

Of course, it is more important to sign a sales agreement, and you can get a rebate when you reach a certain amount of sales. On the countertop, it can be 10% to 15% rebate on sales, and in practice, the highest rebate percentage can be 30%.

Under this wave of rapid offensive, the sales of Qingyuan beer spread rapidly.

Huiquan Beer, which has been entrenched in Min Province for a long time, naturally will not watch the menacing opponents grab the territory, and they also reacted quickly and took the initiative to start the war of the beer war in Min Province in 02.

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In the FMCG industry, where brands are king, advertising is always the simplest and most effective booster.

Huiquan Beer has also launched a large-scale advertising campaign.

On the one hand, they talk about feelings. Huiquan beer has a good reputation in recent years and has been recognized by many consumers. Their advertising campaign clings to the gimmick of "local branding" in an attempt to gain psychological recognition from customers.

It's a pity that they overlooked that although Qingyuan Beer has changed hands, it was also one of the most well-known local brands, and many old customers have an impression of it.

He Changchuan took the opportunity to launch a series of soft advertisements of "old brands rejuvenated", eliminating the estrangement of consumers in the province in one fell swoop and slowly eating away at consumers' loyalty to Huiquan Beer.

Attack the heart first.

This made Huiquan Beer come back to his senses and realize that he had made a dowry for others.

Having learned the lesson, Huiquan Beer immediately changed its mind and decided to strike later.

Poverty leads to change, and Huiquan Beer has really come up with a good way.

They also ran banners in newspapers for promotions and conducted so-called "big draws", claiming a 50 percent winning rate.

To put it bluntly, it's the "one more bottle" promotion for most beers in a few years. But in today's era when there are occasional 5 cents or 1 yuan bonus on the lid of beer, this form is still relatively refreshing. As a result, good results have also been achieved.

These four small words were found by Zhang Zehong.

This product is a powerful thief, with amazing eyesight, and you can pick out flaws with one pick.

Soon, the secret of the lottery of Huiquan beer was spread on the rivers and lakes: by means of the light, the words on the bottle cap can be seen from the transparent glass room, so that all the beers with prizes can be picked out.

Those who have a heart try it, heh, it is really effective, and the followers are like clouds for a while.

It's the restaurant's turn to be overwhelmed. Because when a customer gets another bottle, most people don't go for it, but for the bottle they have already drunk. In this way, it is equivalent to a restaurant that pays for electricity refrigeration, but does not receive money.

A case of 12 bottles of beer, although there is no prize as more than 50% of the advertisement, but I can't stand the customers who have mastered the secret of the lottery one by one. In this way, the restaurant advertises the brewery in vain, and does not receive money, and no one does such a thing.

In the rivers and lakes, those who can survive have a few brushes.

Naturally, restaurants also have a method, and they follow the same method, picking out all the beers with prizes, putting them as appropriate, and pouring most of the others into the underground waters.

Huiquan Brewery, of course, was not stupid, and they quickly realized the problem and changed the position of the packaging stickers in the next batch.

The restaurateur then came up with a way to turn the beer upside down and pick out the one with the prize.

After a while, Huiquan Brewery realized that something was still wrong, so the words "One more bottle" were not engraved in the center of the cap, but on the edge.

However, the restaurateur still has a solution, the general words are two, or "another bottle", or "thank you for your patronage", the restaurateur does not need to see too clearly, only the third word looks wrong, you can pick it out, the error rate is very low.

A good lottery activity, driven by Zhang Zehong's goods, has become a place for restaurants, consumers and manufacturers to fight wits and courage.

After a few batches, Huiquan Brewery was depressed.

The lottery was complained about by restaurants, and was picked by consumers to sell dog meat on the head of a sheep, which was not pleasing to both sides, but it was not as good as Qingyuan Beer's honest "buy two get one free" activity.

However, Qingyuan Beer has a lot of money, and in order to promote new products, it would rather not make money for the time being, and Huiquan Beer can no longer keep up with it in terms of form, resources and scale, and can only return to the most traditional way of playing.

Huiquan Beer reorganized the marketing team after He Changchuan's departure, increased the cooperation with the terminal sales network - restaurants, stores, supermarkets - unprecedentedly, and established a standing team to ensure that the latest market changes are fed back to the headquarters 24 hours a day.

These measures have significantly shortened the distance between consumers and halted the decline.

The provincial capital has formed a pattern of Qingyuan beer and Huiquan beer standing side by side.

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"Huiquan Beer deserves to defeat the former Qingyuan Beer to ascend to the hegemony of Min Province, and there are indeed a few ingredients. Qi Zheng praised Huiquan Beer's response.

He Changchuan didn't refute, he knew the strength of his old club best, but he didn't think of a few tricks to beat Huiquan Beer down.

"If a new product wants to open the market, it must rely on advertising, and high-intensity large-scale advertising. In addition to advertising creativity, we can also consider various activities, and if we want to do it, we can make a big noise, only in this way can we create a brand in the first time and leave a deep impression on consumers. He Changchuan is planning to hold a large-scale event to completely win the Min provincial market.

Qi Zheng thought about the current business situation of the brewery, the three production lines are running at full capacity, and they can produce more than one million bottles of 600ML beer per day, according to the current shipments, they can't even meet the needs of half of the provinces, which is also the reason why Huiquan Beer has not been defeated in one fell swoop.

"We have already bought two microbreweries in the north of Minh province to renovate their production lines and will soon be able to expand production. In addition, the factory also has room for expansion, the fourth production scale of the larger production line has been commissioned to the manufacturer design, and the second phase of the plant construction is completed, can be installed and commissioned, the output is enough to meet the needs of Min Province. In response to Qi Zheng's doubts, He Changchuan said that it had been arranged a long time ago.

Qi Zheng thought about it and felt that there was no big problem, so he nodded, "Then let's launch it, have a vigorous activity, and completely establish the hegemony of Qingyuan Beer in Min Province." ”

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