April 20th. Gu Yu.

When it rains in the valley, the rain gives birth to a hundred grains. In the north, it is a good time of year to sow seeds.

Peach Blossom Fairy wine is quietly on the market.

There is no fanfare, there is no vigor, and it is sold first in its own store channels.

The packaging is relatively ordinary, that is, a standard red wine bottle of 750ML, a carton of 6 bottles, the outer box is peach, close to the color of the wine, and the bottle label is also peach, which looks festive. The brand is still Peach Blossom Fairy, with a nickname indicating the production time, dry red 2004, the alcohol content is the usual 12.5 degrees, and there is only one single product.

The pricing of this wine must be reported to Li Dongwen. Li Dongwen commented on the application report with one word: accurate.

The ex-factory price is 99 yuan per bottle, and the retail price is 199 yuan per bottle.

This price, how to put it, is not expensive, but it is definitely not a bargain either.

Shenniao's Peach Blossom Fairy Wine has been sold for 1,299 yuan per bottle, which is the price required by the company. However, specialty stores around the country have quietly increased their prices, and they are still in short supply.

Now that this wine is on the market, although everyone has not tasted the taste of wine, the orders from various specialty stores have flown like snowflakes, all of which start with 100 boxes, and there are direct orders of 1,000 boxes, including Xie Anping's Guancheng store.

Is wine really so popular? Li Dongwen was a little puzzled.

"That Xiao Zhou, you conducted a market research on Peach Blossom Fairy wine. Li Dongwen instructed Zhou Daoping.

What to investigate, the boss did not make it clear. Zhou Daoping immediately contacted Zhu Liuyi, the "queen" marketing planning company of Taohuaxian Company, to do a detailed set of market research questionnaires, to the national stores for on-the-spot research, and then issued a "market research report".

Zhu Liuyi received the task, and he was a little confused at first.

Who to investigate?

Now that the client is paying, we have to work. If the customer needs are not clear, then simply do a big deal and do a comprehensive market research.

First of all, three reports came out: "Taohuaxian Wine Consumer Research Report", "Taohuaxian Wine Channel Promotion Research Report", "Huaxia Wine Market Competition Research Report".

Market research, this thing can not be fully trusted, let alone superstitious.

This time, the real market demand for Peach Blossom Fairy wine has not really been investigated.

Why?

Because the market penetration rate is too low, the new product has just been launched, and many consumers have never seen it, let alone drunk it, what can be investigated?

As for the reason why the store owner is eager to buy goods, the answer is very official: Peach Blossom Fairy is a big brand, with guaranteed quality, trustworthy, moderate price, and cost-effective.

The reason behind the hidden is embarrassing for everyone to say. Peach Blossom Fairy Wine is too expensive, and the customers in their store generally feel that there is pressure to consume Peach Blossom Fairy Wine, and the quota is not enough.

The store needs a mid-range price drink too much, so that in the future, you can let go of the drink, even if it is a gift, it will reduce a lot of costs, and you can also send it in a whole box.

The wine was delivered to various specialty stores, and the store owners took the initiative to hold tasting meetings, invited a few friends, and indulged in eating and drinking.

As for the quality of the wine, it is the outsider who looks at the lively, and the insider who looks at the doorway.

For wine, the vast majority of Chinese consumers are laymen to see the excitement, but this does not affect their love for Peach Blossom Fairy wine, I can't say why, it is delicious. Three or five friends, a case of wine was wiped out in one meal, and there were still some unfinished things.

Rich grape fruity aroma, refreshing, clear and transparent bright red, pleasant, rich and full taste, not sour, not astringent, soft and refreshing.

Before Zhu Liuyi's market research report came out, Zhang Hongxia received orders from various stores one after another. This wave of orders is a minimum of 500 boxes, and some even order 2,000 boxes. Anyway, there is no quota limit now, whoever grabs it first is whoever, I heard that last year's production was not much.

How much did we produce last year? 10,000 barrels, 500,000 cases. Evenly distributed to more than 3,000 stores across the country, each with only more than 100 boxes, the first batch of orders consumed more than half of the inventory, and when the second batch of orders was turned, Zhang Hongxia had not much goods to send.

Zhang Hongxia immediately found Tao Mingyue, the director of the winery: "Our wine, last year's production was too little, this year to expand production, pay close attention to the expansion of the production line, this year's grapes, there are still a few months to come down." ”

Tao Mingyue: "Last year, the main reason was that there were not enough oak barrels, and this year we have placed an order with Guancheng Furniture Factory, 100,000 new barrels, which can arrive at the end of the year, and we can expand production by 10 times......"

Zhang Hongxia: "Last year's wine, leave one percent, 5,000 cases, seal it, store it well, it can appreciate in the future, and it can't be sold out of print." ”

Tao Mingyue: "Okay." I hurried to expand an underground thermostatic wine cellar. ”

The second batch of wine orders was limited to a quota of only 100 cases at most, on a first-come, first-served basis, and the later orders had to wait until next year, sorry this year, out of stock.

Li Dongwen was in the resort village of Wu'an, tasting wine, when Xie Anping's phone called.

"Master Li, there is such a thing...... I have a relationship with the trustee to find me, the world's richest man in the rich list for many years, Walmart supermarket in the United States, has opened a lot of stores in the mainland, the scale is very large, I want to distribute our Peach Blossom Fairy products, free of entry fees, their president of the Greater China District, I want to make an appointment with you to talk......"

The richest man in the world, who runs a supermarket?

Li Dongwen is a little unclear.

"I'll find out first. Li Dongwen did not give a clear answer.

"That, Xiao Zhou, you investigate, what kind of Mi Guo Walmart supermarket. Li Dongwen instructed Zhou Daoping.

Supermarkets have been emerging in the world for decades, especially in developed countries and regions such as Europe and the United States. The business area is large enough, the variety of business is complete enough, it is known as one-stop shopping, and the parity strategy is adopted, which is very attractive to urban residents.

Many products and brands are proud to be able to enter the big supermarket, and in order to fight for a place on the shelf, they can break their heads. The purchasing managers of large supermarkets are also used to being very dragged by the manufacturers, with their eyes on the top of their heads and no one in their eyes.

In fact, big supermarkets, for many brands, are a meat grinder, with dozens of "harsh taxes and miscellaneous taxes" in it, and after deducting them, it is a loss of money and making money. Moreover, the account period is very long, there are many advances, and the supplier is under great financial pressure.

Peach Blossom Fairy's products basically have only one sales channel, which is their own store. When it was first established, there was only one product, Peach Blossom Fairy Tea, which insisted on surviving, and now there are hundreds of products, and it is even more delicious to live, where to enter what supermarket.

The spring flowers in the northwest are blooming, and Li Dongwen still wants to be in Wu'an for a few days, so he received a notice: The annual general meeting of shareholders of Peach Blossom Fairy Tea and Peach Blossom Fairy Wine is about to be held, and he is asked to go to Shenniao.