How important is it to open a red wine cellar?
Avoiding light, vibration, 45 ° flat placement, 16-18 ° constant temperature, and a storage area of over 1000 square meters… These are the requirements for wine products. The price is reasonable, and the quality and taste cannot be poor. There should be more choices, preferably imported, which is a consumer’s preference.
Shengjue Snail Village is a global wine storage experience center under Chongqing Juntuan Supply Chain Management Co., Ltd. The company has been specializing in imported wine for decades and has set up distribution centers in wineries to directly “move” warehouses to consumers, firmly occupying the mass consumer market with sufficient “attention to detail”.
Zhizhuang Technology provides more interactive channels, increasing online and offline interaction with fans. Important event information such as new products, major promotions, and notifications can be covered more widely through Zhizhuang, with more precise targeting of the audience, improving communication efficiency, and increasing conversion rates. In order to find a balance between quality and low price, Saint Gobain adopts a global direct procurement model – sourcing directly from 50 countries of origin, supplying directly from upstream to the end, negotiating with foreign wineries, obtaining goods from the winery source, controlling the quality and cost of red wine, reducing the involvement of intermediaries, controlling product quality from the source, and dispelling customers’ doubts about purchasing wine.
Perform refined marketing
During the National Day holiday, Shengjue utilized both online and offline channels, as well as various regions, to jointly organize the National Day Red Wine Direct Sales Festival, resulting in a 50% year-on-year increase in overall National Day performance.
The success of this direct sales event is the result of close collaboration between online and offline channels, as well as coordinated marketing——
① Organize offline traffic diversion activities to attract fans and promote customer acquisition;
② Publish tweets online and use methods such as limited time discounts, discounts on orders, and group buying to initiate promotions and increase conversion rates;
③ Provide in store self pickup services, attract traffic to offline stores through online channels, and drive online customers to shop in stores.
In the daily marketing activities of Shengjue Snail Village, we fully integrate online and offline resources to form a closed loop of “attracting fans, converting, and bringing in new customers”.
In terms of online membership recharge, by setting a reasonable recharge gradient and increasing the value of gifts, utilizing a larger “discount” force, attracting customers to recharge, increasing fan stickiness, and binding precise customers. For example, recharging 128 yuan will give you 78 yuan worth of liquor, with a 10% discount; recharging 999 yuan will give you 698 yuan worth of liquor, with an 20% discount.
In order to better operate its members, Shengjue Snail Village has also opened a points mall, where users can earn points through check-in and consumption. Points can be exchanged for wine utensils and products, increasing fan stickiness and purchase frequency. Set up a point redemption reminder through the official account to attract fans into the store.
As a traditional liquor company, Shengjue Snail Village also has extensive experience in operating private traffic in its stores, such as using a partnership model to provide store managers with sufficient profit incentives; Develop a training system that provides each store manager with sufficient tools and replicable methodologies; Refine the operation of store employees’ friend circles, etc.