Baijiu, a product of China's ancient civilization; it is also a very special product, a combination of energy and material. With the intensification of modern baijiu market competition, the increasing cost barriers at market terminals, the huge market potential of the liquor industry, and considerations from the state regarding food safety and the healthy growth of the liquor industry, the concept of exclusive chain franchise stores for jar-packed baijiu has gradually matured. This has become an expectation for many liquor companies to standardize liquor market competition; it is also a strategic revolution in marketing channels for the baijiu industry to surpass traditional competition.
Due to high operational costs at catering terminals, hotel markup rates exceed those of retail terminals, leading to retail prices being much higher than those in the distribution channel. Meanwhile, consumers are becoming increasingly rational, with more people bringing their own alcohol, resulting in a gradual decline in the sales volume of baijiu at catering terminals. On the other hand, sales volumes at smoke and wine shops, supermarkets, and other distribution terminals are rising. Baijiu manufacturers face a difficult marketing situation. How to address this market pattern, whether to innovate in the marketing model, change distribution channels, refine operations in both catering and distribution channels, establish a marketing network that provides comprehensive coverage of consumer groups, broaden product lines,细分 consumer groups, launch targeted products based on different consumer groups to cater to consumer preferences, promote branding efforts, enhance brand image, and build an effective and capable marketing team are all necessary to ensure competitiveness in the market. The chain franchise store model for jar-packed baijiu then becomes a beneficial supplement to terminal sales, and the continuous deployment of jar-packed baijiu in small and medium-sized hotels and restaurants can boost the popularity and brand recognition of jar-packed baijiu chain stores.
Jar-packed baijiu chain stores have actually been around for a long time. It was only due to the rise of various bottled liquors that pushed this model into a "corner" temporarily. Moreover, with the improvement in material and cultural living standards among consumers, some gradually shifted their habit of carrying jugs to buy loose baijiu towards paying attention to purchasing bottled liquors. However, to this day, a large portion of the consumer population still retains the habit of buying loose or jar-packed baijiu. Since jar-packed liquor stores have free tasting areas, fewer packaging steps and intermediary links, they offer advantages such as convenience, flexible pricing, professionalism, and higher service levels, rekindling nostalgic sentiments among people and becoming a new favorite among many drinking enthusiasts.
Jar-packed liquor chain stores belong to the window market, playing a window-type role in terms of brand image and price benchmarking for both old and new products. Different types and specifications of loose baijiu are also conducive to sales and consumption, and prices are generally not too high. Therefore, the marketing model of loose baijiu chain franchise stores has emerged. In recent years, jar-packed liquor stores, especially in Northeast China, Inner Mongolia, and Sichuan, have taken the lead in the market through chain franchise methods. Among them, there are also some regional property baijiu-based liquor chain stores.
The so-called jar-packed liquor terminal chain model refers to expanding chain specialty stores like growing terminals, mainly featuring jar-packed baijiu, with bottled liquor and Chinese medicinal tonic wines as supplementary products. This marketing model emphasizes both the quantity and quality of stores. This model is similar in nature to some bottle-smoke-wine shop chains and supermarket chains, requiring standardization primarily in store location selection and image presentation. Through the scale of chain stores, brands are operated with unified delivery, unified pricing, unified image, unified model, and unified activities known as the "five unifications." Currently, this model has been relatively successful and mature in Northeastern burn liquor stores and Jinan’s Baolaquan liquor store chains.
Since the operation of the "jar-packed liquor terminal chain model" requires substantial capital and involves development across one province or several provinces, it is also susceptible to pressure from local commercial systems in various regions. There are many local bottled and loose baijiu series, making centralized management somewhat challenging. Additionally, this business...