Optimization Study Of Marketing Strategies For Imported Wines By Company H In The Context Of New Retail

In recent years,the influence of new retail on all industrial has become deeper and deeper.The traditional marketing model can no longer adopt the increasingly updated marketing environment.In addition,due to the impact of the epidemic,the sales of offline physical stores have shrunk sharply,which has further prompted merchants to pay more attention to the linkage of "people,goods,and stores" and the combination of online and offline logistics,which is also applicable to the imported wine industry.China is one of the major wine consumption countries in the world.Over the years,with the advancement of global economic and trade integration and the policy of tariff reduction,an increasing number of enterprises have entered the wine industry.Although imported wine once experienced explosive growth,its import volume has gradually declined since 2017 and was further reduced by 46% in 2021.During this period,some high-quality enterprises have been able to settle,while some poorly managed ones have been eliminated.Faced with the dual challenges of the transformation of the traditional retail industry and the shrinkage of the imported wine market,how enterprises can utilize their own advantages to achieve sustainable development and remain competitive in the industry is the main focus of this article.This article focuses on the operations of Company H,which specializes in the sale of imported wines from internationally renowned regions.The company provides integrated services,including information on imported wines and a range of wine products,making it a prominent brand in the wine e-commerce field.Company H generates 70% of its sales revenue from online channels.In the past two years,it has also increased offline stores in first-tier cities such as Shanghai and Shenzhen.From the perspective of actual operation,under the current background of new retail,this article first briefly the development status of the imported wine industry and the domestic and foreign research results in this field.Then through PEST,4Ps and other tools to analyze the current operating conditions of H Company in detail,Through the analysis,there are the following main problems in the marketing of H company.First,the product structure of Company H is unreasonable.At present,most of Company H’s products are high-end wines with a unit price of more than 1,000 yuan,but the current market demand is mainly unit price of less than 500 yuan.Secondly,compared with other ecommerce platforms the price of Company H is a little higher.If the price of the same wine does not have no advantages,it will be difficult to cultivate a stable consumer group.Thirdly,Company H failed to innovate in sales channels so made a low purchase conversion rate on its self-operated media platforms.Finally,in terms of promotion strategy,Company H also has problems such as insufficient publicity and inaccurate promotion methods.For the marketing problems discovered,the reasons behind them were analyzed based on the market survey questionnaire.First,Company H did not pay enough attention to the low-end market.Failed to enrich the product structure to make it more adopt with market demand.Secondly,operating costs were not well controlled,resulting in high costs and negative growth in profits.Thirdly,the self-media platform has less interaction with customers and fails to deeply understand customer needs so resulting in a low purchase conversion rate on the platform.Finally,it failed to build a marketing talent echelon that meets market demand.Finally,regarding how to ensure the implementation of the marketing optimization strategy,it is proposed that products and channels need to be diversified,the construction of talent echelons needs to be efficient,and the construction of technology platforms needs to be specialized.This paper deeply analyzes company H’s the current problems in the imported wine industry,and puts forward an optimization plan according to the actual operation of the company,in order to provide feasible improvement suggestions for the marketing optimization of company H,and bring benefits to companies with similar problems.