某红酒品牌中国区域市场开发计划书.docVIP

Mollydooker中国区域市场开发计划书Analysis of Chinese Market Development for Mollydooker一、公司简介及总体目标I. Introduction and Overall Objective of Our Company 我公司成立于1991年5月，公司前身是一家做汽车轮胎代理的销售公司，2005年主营项目转为房地产开发。旗下现有北京、太原各一处子公司（北京中泰开源投资股份有限公司，主营业务为投资咨询、投资管理、销售等；太原市盛达隆轮胎销售有限公司，主营轮胎代理及销售。）我公司具有较强的经济实力，并且有丰富的产品销售及代理经验。公司将提供最好的服务给客户，让其满意。Founded in May 1991, our company was formerly known as a sales agent of car tires. The companys main business was transferred into real estate development in 2005. We have established two subsidiaries respectively in Beijing and Taiyuan (of which Beiijng Zhontai Kaiyuan Investment Co., Ltd. is mainly engaged in investment consulting, management and sales while Taiyuan Shengdalong Tire Sales Co., Ltd. is mainly engaged in tire agency and sales.). Our company has strong economic strength and enriched sales and agency experience. We will provide the best and satisfactory services to our customers.总目标：提高消费者对产品的接触率，提高产品在葡萄酒市场上的占有率。社会效益目标：扩大Mollydooker的知名度，强化其在消费者心中的地位。General objectives: to improve the contact rate of between consumers and products, to promote the market share of our wine products.Social objectives: to expand the popularity of Mollydooker, to strengthen its position in the minds of consumers.二、计划说明II. Descriptions of Plan随着人民生活水平日益提高，人们更加注重饮食的营养和保健，餐饮文化越来越普及。中国成为了世界上葡萄酒消费增长最快的市场。近年来，世界葡萄酒传统消费国的消费量基本维持原有水平，唯独中国市场异军突起，葡萄酒销量不断攀升。这让全球葡萄酒厂商趋之若鹜。People start to pay more attention to diet nutrition and healthcare and food culture is becoming increasingly popular as peoples living standards are improving. China is currently a fastest-growing market for wine consumption in the world. In recent years, the consumption of wine by worlds traditional wine consuming countries are stabilized with the exception of the sudden emergence of the Chinese market, wine sales in China continue to rise and that why it is favored by global wine manufacturers.三、目前国内红酒市场分析III. Analysis of Domestic Wine Market（一）葡萄酒行业是一个朝阳产业，未来发展空间很大。(1) The wine industry is a sunrise industry with great development space.近几年，随着生活水平的提高，人们对精神文化生活的追求也在不断提高。对于酒类市场，人们不仅仅把它当做饮料的消遣，而更多的是追求健康时尚、调节气氛、体验其文化。红酒作为生活品质和生活品位的象征，再加之具有保健、养生作用，无疑将会为大家所追捧。未来红酒市场发展空间巨大，随着健康时尚消费理念的深入、餐饮文化的多元化将带动葡萄酒的消费需求不断成长。葡萄酒行业已步入一个高速发展期。因此，越来越多的进口葡萄酒品牌开始进入这个市场。The pursuit of spiritual and cultural life is also continuously encouraged in recent years with the continuous improvement of living standards. Instead of being merely used as a kind of beverage for entertainment, wine is favored in the pursuit of health fashion, atmosphere conditioning and cultural experience. As a symbol of quality and style of life, red wine will be definitely sought after by many people for its role of health care and maintenance. The wine market boasts a huge space for development and the wine industry will enter a period of rapid development as its consumption demand is dramatically stimulated as a result of universal acceptance of healthy fashion consumption concept and diversified food culture. Therefore, more and more imported wine brands will be commercially available in the market.（二）葡萄酒行业发展伴随消费文化的渗透，面临与其他酒种品类竞争。(2) The development of wine industry is accompanied by the penetration of the consumer culture and will be confronted by competition with other alcohol categories.市场在扩张过程中首先会抢占白酒、啤酒市场份额。伴随新一代消费人群的成熟，对西式餐饮文化和对健康理念的接受不断加强，葡萄酒消费开始出现对白酒和啤酒消费的替代，且未来将会是主流趋势。在以后的消费趋势上，红酒会成消费能力很强的产品，红酒的消费趋势会在5-10年后上涨成为和白酒一样有着强力消费群体的产品。Red wine will firstly take the market shares of white wine and beer in its expansion process. The western food culture and health concept will be continuously adopted along with the maturity of the new generation of customer groups, the consumption of red wine is starting to replace those of white wine and beer and this will be main trend in the future. The consumption trend of red wine which is featured by strong consumption ability will be promoted in the next 5-10 years and by then red wine will have an equally powerful consumer group which is comparable with that of white wine. （三）进口葡萄酒市场已出现向二线城市扩张的趋势。葡萄酒的消费量与开放程度和经济发展程度有很强的相关性。随着我国开放的进程逐渐向内陆地区渗透，中西部地区的经济崛起，内陆地区的人均收入维持快速增长，这为葡萄酒消费的扩张提供了条件，而随着西式文化渗透率的增加，内陆的葡萄酒市场将逐步打开，二线城市将成为未来葡萄酒发展的新平台。(3) Imported red wine market is expanding to second-tier cities.Red wine consumption and the openness and the level of economic development are strongly correlated. The per capita income of inland population is sustainably and rapidly growing due to the gradual implementation reform and opening up and economic rise of the central and western regions, this provides ideal conditions for the expansion of red wine consumption. Inland wine market will be gradually opened with increased penetration of western culture and the second-tier cities will become a new platform for the future wine development.四、产品及我公司自身分析IV. Product and Company Analysis（一）优势：1、贵品牌红酒的口感圆润浓厚，非常适合中国消费者。2、含有多种维生素、微量元素和氨基酸，相对于白酒等酒类更有利于健康。3、公司具较强的市场推广能力与持续的促销支持。4、公司具有雄厚的资金实力。5、人们逐渐注重红酒文化，而贵公司每款红酒都有它的故事，极具深意，对目标消费群有一定吸引力，并能使客户更好的认知、记忆该品牌。(1) Advantages: 1. The red wine of your brand tastes mellow and will be highly suitable for Chinese consumers. 2. The red wine contains multitudes of vitamins, trace elements and amino acids, making it more conductive to health than white wine. 3. The company has strong marketing capabilities and continuing promotional support. 4. The company has strong financial strength. 5. There is a growing focus on the wine culture and each kind of your wine has its own story which is very meaningful, the wine is appealing to the target consumer group and this enables customers to better understand and memory the brand.（二）机会：1、人民生活水平提高，更多追求精神文化，在消费酒类方面更倾向于具有情调、品位和时尚，消费群不断壮大，市场占有率持良性发展,前景广阔。而且现在消费者对于健康愈来愈重视，很多白酒消费者开始转而消费葡萄酒，具有保健作用的红酒，存在巨大的发展空间。(2) Opportunities: peoples living standards are improved and they begin to pursue spiritual culture. More importance is attached to feeling tone, taste and fashion in the consumption of alcohol, the consumer group is expanding while the market share is growing, making it even more promising. Consumers are paying more attention to health and lots of white wine consumers begin to switch to red wine, the health-promoting red wine has a huge space for development.2、随着全球一体化的影响，消费者愈来愈容易接受国外的一些品牌和生活方式，对于消费葡萄酒的生活方式也在不断的普及。2. Customers are inclined to acceptance foreign brands and life style while the life style of red wine consumption is constantly popularized as the globalization takes effect. 3、 不同红酒群体有着不同的红酒消费需求，这些差异表现在对口味、品牌、价格、包装、促销和广告风格等一切消费者接触产品及信息的领域，高度细分化的市场为饮料企业进行市场拓展提供无限空间。3. Different red wine consumer group have varying consumption requirements which are reflected on tastes, brands, pricing, packaging, promotions and advertising styles and other fields through which customers may obtain access to products and information, the highly segmented markets provides infinite space for marketing expansion by beverage enterprises. 综上所述，我们将在自己熟悉地区采取全方位的促销和分销手段，以最强的竞争力迅速占领尽可能多的本地市场份额。To conclude, we will take omni-directional promotion and distribution measures in our familiar areas and we will spare no efforts to seize largest possible local market share in a timely manner with our surpassing competitiveness. 五、市场定位V. Market Positioning中国葡萄酒高中低产品市场份额呈现出5：4：1的格局，中低端市场的利润率长期保持在10%至20%，高端市场利润率却高达30%至50%，而中高端产品恰恰是国外葡萄酒在中国市场的主要形式。我公司的主要市场是中、高端市场，它是第一个市场。低端市场，是我们第二市场，是为帮助第一市场发展。The market shares of high-end, medium and low-end red wine in China display a ratio of 5:4:1. The profit margins of low-end and medium markets are between 10% to 20% in a long term while the profit margins for high-end medium products are mainly demonstrated by foreign brands. We will focus on high-end and medium markets which is our top priority. The low-end market is our secondary market and will assist our development of the primary market.6、 销售目标及策略VI. Sales Targets and Policies 我公司将采取循序渐进的销售策略，计划在第一年进货3个集装箱（分三个批次购入），每个集装箱8000瓶。之后每年将适量增加进货量。为了能够更好完成销售目标，获取更高的成本毛利率，我公司将作出如下策略定位：Our company will take a step-by-step sales strategy, it is planned that we will purchase three containers of red wine (in three batches), each containing 8000 bottles. We will appropriately increase the mount procurement. We will make the following strategic positioning to better achieve our sales goals and higher gross margins: （一）市场策略(1) Market Strategies目标市场以北京为华北地区第一站，作为主要推广城市，太原为辅，向整个华北地区辐射，开展产品推广活动以北京为重点。Beijing will be the major city for promotion as our primary target market in North China, Taiyuan will be the secondary one for market radiation to the entire North China; marketing activities for products will be focused in Beijing .（二）产品策略(2) Product Strategies 选择具有较高收藏价值且有浪漫的故事背景，性价比最高的中、高档红酒。Collectable high-end and medium red wine with romantic story background and more cost-effective will be selected. 我们的目标客户群是在25-50岁这个年龄段中上等收入人群，他们不仅追求的是一种时尚，休闲和一种舒适的氛围，而且还追求一种高品质，高品位以及健康的生活方式，所以我们将产品定位为绿色，时尚，休闲，保健和高品质，高品位红酒。在销售红酒时，我们可以附上每款红酒的一些饮用方式和文化。Our target customers will be 25-50 years old and financially good, they not only purse fashion, leisure and comfortable atmosphere, but also high quality, high taste and healthy life style, so our product shall be green, fashionable, leisurable, healthy and high quality. Wine drinking tips and culture can be attached to the red wine for sales. （三）渠道策略(3) Channel Strategies 1、餐饮、娱乐终端1. Dining and entertainment terminals与酒店、宾馆、夜总会、酒吧、西餐厅、咖啡厅、婚庆公司，建立起长期合作关系，将我们的红酒以较低价格批发给他们。为提高他们为我们品牌推销和宣传的积极性，我们给予他们一定的返点，并且可以根据他们的销售量给予他们相关负责人一定的提成。并设产品展示与终端服务礼仪小姐，实行产品优点解说和品牌说服，注重产品文化的培养。We will establish long-term relationships with hotels, guesthouses, nightclubs, bars, western restaurants, coffee shops, wedding companies and we can sell our red wine to them at lower prices to them. We will also provide some discounts and commissions to their directors in accordance with their sales performance to promote the enthusiasm for brand marketing and publicity. We will furnish production exhibition an services hostesses who will explain our product features and do necessary brand persuading, we will focus on the development of product culture.2、专卖店顾问式销售培养具有专业素质的业务人员，定期向其进行红酒知识及品牌文化的培训。提高团队素质，加强团队管理，制定合理有效的奖罚制度及激励方案。2. Consultative selling in authorized storesWe will cultivate professional sales personnel and conduct regular training in wine knowledge and brand culture. We will improve the quality of the team, strengthen team management and develop a rational and effective system of reward and punishment as well as incentive programs.3、批发给经销商3. Wholesale to dealers利用经销商在以往经营过程中的人脉或其他资源，让他们在自己的营销圈子里去销售，并且当月销量超过一定数量后给予一定的提成。公司将注重公司的细节运作，如对各级代理商的红酒知识、存放等内容的培训服务上进行优化，提高公司的本身质量。The business contacts and other resources accumulated in previous business operations will be utilized to facilitate their sales in their own circle of marketing, and certain amounts of commission will be paid when they successfully sell specified number of red wine. The company will focus on the details of operations and optimize our training service including red wine knowledge and storage to improve the companys quality. 4、网络营销4. Network marketing建立自己的网站，并让它与相关的红酒网站产生连接，让消费者可以在网站上了解本产品的基本信息和了解红酒的一些文化，饮用方式以及其他信息。其次，建立自己的网店。近年来，电子商务已广泛的走入人们的生活，所以在网上销售是一个比较有潜力的方式。因此我们要建立好自己的网店，这样不仅可以增加我们的销售，还可以降低销售成本。The company will set up its own website which will be linked to related red wine websites so that customers may learn about basic product information and red wine cultures, drinking tips and other information. Secondly, we will set up our own on-line shop. E-business has been widely accepted by many people, so network marketing is a very potential sales channel. We will create our own on-line shop not only to increase our sales, but also reduce the cost of sales.5、团购政府机构、大型或国营企业、公司、工厂等；（适于中秋、春节、周年庆等）5. Group Purchase Government agencies, large or state-owned enterprises, companies, factories, etc.; (suitable for the Mid-Autumn Festival, the Spring Festival, anniversaries, etc.)（四）广告策略(D) Advertising Strategies利用北京公司地理优势，将贵公司品牌首先在首都地区进行宣传，利用地区优势首先打开北京、太原等地区的市场，以点带面。采取集中性的广告宣传策略，侧重宣传产品性能、优点、特点；广告宣传对象重点在启发那些最先购买的用户，所以将有重点地、组合协调地使用以下媒介和方法：We will make full use of the geographical advantage of Beijing and publicize your brand initially in the capital area, we will take advantage of the regional advantages to occupy the market of Beijing and Taiyuan before expanding other markets with our gained experiences. Focused advertising will be centered on the product properties, advantages, and features; our advertising target is to inspire the first purchasers, so the following media and methods will be utilized preferably and coordinately:1、报纸广告1. Newspaper Ads（1）投放地域：先在主要推广城市北京、太原开始，待产品有更大盈利再向全国各大报纸媒体铺开。（2）投放位置：日报、晚报的经济版、市场信息版；商业报刊的市场行情版。(1) Ad serving areas: our ad serving areas are mainly Beijing and Taiyuan and will be spread to key national newspaper media after gaining larger profits. (2) Ad positions: economic pages of daily and evening news; market information pages of commercial papers and magazines.2、杂志广告2. Magazine Ads在中上阶级常看的一些杂志上做广告宣传。We will put advertisements on magazines frequently read by the middle and upper classes.3、电视广告3. Television Ads创意简述：从产品的消费者定位出发，突出制造商业活动、竞争的气氛和忙碌的生活，并利用现代人对健康的追求及对绿色食品的喜好心理，表达健康生活，营养人生的意境。Creative presentation: we will design our advertisement in the perspective of our customers and highlight commercial activities, competitive atmosphere and busy living, we will also express our concepts of healthy living and nutritional life on basis of modern peoples pursuit of health and green foods. 4、在一些人口密集的地方，如车站旁的广告栏做产品的宣传，该宣传主要是打响产品的知名度，让大家熟知这个产品牌。4. We will publicize our products in those densely populated places such as the billboards close to stations to promote our product popularity and so that people will get to know this brand. 5、在目标群体经常登录的网站上做一些广告，主要宣传产品，突出消费贵公司品牌的红酒是高质量，高品位生活方式的代表，给他们灌输一些饮红酒是时尚和休闲的观念。5. We will also put advertisements on websites frequently visited by target groups to promote our products and imply and you red wine represents high quality and high taste life style, pointing out that drinking red wine stands for fashion and leisure. 6、 产品说明书广告6. Product Brochure Ads（1）使用场合与对象：a附在产品包装内给消费者；b邮寄给一些大的商业专业公司和超级商场。即针对批发、零售商。 （2）要求印刷设计精美，内容包括产品优点、性能、征订单。 （3）POP广告：使用在终端销售现场，使消费者易发现，重视该产品。(1) Applicable occasions and targets: a. Enclosed into the product packaging; b. Mailed to some big professional business companies and supermarkets, namely for the wholesalers and retailors.(2) The brochure including product features, properties and subscription lists shall be well designed and printed. (3) POP ads: used at terminal sales sites to better attract customers.7、在促销活动中送一些印有产品基本信息的伞、购物袋或日历，让消费者在使用过程中就能无形的为我们做宣传。在系列产品推广期间，我们将产品和消费者接触的地点首先锁定在酒楼、西餐厅、夜场，展开试饮活动，让消费者直接感受到产品的口感和品质。同时，由导购人员对消费者进行红酒知识的普及和灌输。7. Umbrellas, shopping bags or calendars printed with basic product information will be distributed in promotional activities so that our products can be publicized when the above mentioned items are used by customers. We will carry out tasting activities in restaurants, western dinning rooms, nightclubs in the promotional phase of your series of products so that our customer may have the opportunity to feel the flavor and quality of our red wine. Meanwhile, our shop assistants will popularize red wine knowledge and encourage sales. （五）服务策略(V) Service Strategies 针对专卖店和经销商的客户进行有效管理及关系维护，对每一个专卖店和经销商客户建立客户档案，了解销售情况及实力情况，进行公司的企业文化和公司产品知识理念的不定期有计划的传播，在旺季结束后和旺季来临前更要加大力度传播。了解各经销商负责人的基本情况并建档进行定期拜访，相互沟通。Our clients including authorized stores and dealers will be effectively managed and maintained, client archives will be kept to follow sales situations and competencies. Corporate culture, product knowledge and concepts will be delivered from time to time, specially before and after boom seasons. The information of directors of all deals shall be collected and archived for regular visits and mutual communication. （6） 推广策略(VI) Market Promotion 在推广过程中，我们将本着让利不让市场的销售策略，提高各级销售人员的利润，提高开瓶率，让消费者首先认同，提高终端市场的推广。We would rather suffer margin loss than shrinking market share in our process of market promotion, we will increase the profits created by sales persons of all levels, we will increase sales rate, win customer recognition and enhance the promotion of terminal market. 促进品牌的知晓度，培养品牌使用频率和品牌忠诚度，通过电视、杂志、报纸、网络、户外宣传渠道策划一些投入成本较低的公共关系宣传活动，提升品牌形象。有可能的情况下与各个连锁客户联合进行推广，不但可以扩大影响力，还可以建立良好的客情关系。产品推广主要进行一些“路演”或外静态展示进行一些产品推广和正常营业推广。开展不同阶段各种促销活动，此项根据市场情况及时间段的实际情况进行。销售旺季针对红酒连锁专卖店实施力度较大的销售促进活动，强势推进终端市场销售。We will promote brand awareness, cultivate brand frequency of use and brand loyalty; we will also scheme some low-input public relation promotional activities through television, magazines, newspapers, Internet, outdoor publicity channels to enhance brand ima