first, the application of postal channel has regional characteristics, not every region can use postal channel casually, and enterprises should treat it selectively.

The advantage of postal service is that the postman can have face-to-face contact with consumers. A postman with a green image, like a homing pigeon angel, gives consumers a strong sense of closeness and high credibility, and can directly transmit information to consumers without being rejected. However, this advantage is not absolute.

judging from the regional market where the postal channels are used to make wine, such as Henan Province and Shaanxi Province, they are mainly economically underdeveloped areas, and only these areas can make it more possible for postmen to "visit each other face to face"; But it won't work in developed areas such as Guangzhou. Because of the high degree of urbanization, consumers with consumption power have houses, and almost every residential area has its own mailbox. In addition, doormen, security guards, security doors, etc., it is difficult for postmen to see consumers' faces, let alone communication and sales.

The reason why Jinye Shenjiu can enter Guangzhou and other central cities and developed markets through Jinye tobacco chain channel in a short time is due to the proportion of this channel in the regional tobacco and alcohol consumption market and the habitual consumption behavior. As we all know, the more economically developed areas, the higher the overall level of consumption of middle and high-grade wines, because the overall consumption income is high. For example, the monthly income of four or five thousand yuan is very common in Guangzhou, and the daily consumption of wine of two or three hundred yuan is also very common, but it is far from the above-mentioned postal channel areas. Of course, public consumption is an exception.

second, the application of postal channels is actually the relationship marketing of personnel.

in view of the social benefits of the postal system, at present, the channel cooperation mode through postal service is mainly through the promotion of postal personnel rather than through the existing terminal channels of postal service, and not only through the postal delivery system.

because the postal service not only has few outlets (basically one outlet for one administrative unit) but also has no terminal sales point for liquor, the wine making by postal service is more closely related to its own interests, and it plays the role of regional distributor/distributor by virtue of its own advantages in delivering goods.

For example, the whole province's "Real Wine Passing Love" activity held by the postal system in Shaanxi Province from February to March this year is a typical example of the postal system taking the initiative to find its own products and making use of its own advantages to create market benefits.

thirdly, the postal channel has an impact on product positioning, and not all positioned wines are suitable for entering the market through postal channels.

judging from the wines operated by postal channels in the above areas, they are basically wines with a price of less than tens of yuan. Because it is an underdeveloped area, there are few famous tobacco and alcohol specialty stores with high-end image, so the products of postal channels are more low-end and popular categories.

However, for developed areas, sending direct mail and other promotional information can be said to be the strength of postal services. It can be said that there is a powerful "database" resource, and information can be delivered to people accurately. For example, Jinye Shenjiu can directly deliver brand information to high-end residential areas through postal channels.

It can be seen that merchants choose postal channels through the benefit bundling mode, with the help of low-efficiency income of postal services, and with sufficient postal logistics and personnel promotion to drive market sales. Cross the traditional consumer terminal and deliver it directly to the door, effectively intercepting consumers before going to the terminal.

to sum up, it can be said that each channel has its own advantages. A good channel is one that adapts to the market demand and can effectively promote sales. The advantages of tobacco channels are unique in modern cities, which can be said to rely on the characteristics of strong logistics and strong terminals to win the market; The postal channel is more based on the direct sales of personnel relations based on smooth logistics to win the market.

In any case, these two types of liquor sales channels can be said to set an example for the innovation of liquor marketing channel model in China, and their essence is to reduce the market circulation cost and the consumption cost of consumers as much as possible to gain market share quickly.

this article comes from the original link of effective marketing:. com/article/27/14176 _ 3.shtml.