In fact, Qin Dong finally discovered the crux of the problem after a lot of market visits:

Qinwan Beer Hotels, which are supplied in turnover boxes, are 0.5 yuan/bottle higher than Rong Beer. Some hotels use information asymmetry to set the retail price difference to 2 yuan;

In addition, although the retail price difference of many hotels is only 1 yuan, consumers are not aware of it and dare not consume it. Qin Dong called it a "price psychological barrier" (referring to the fact that the product is not high, but consumers dare not consume it because they do not know the specific price). According to the psychological effect of "attribution theory", Qin beer deliberately said that the taste of Qin beer is not as good as Lao beer.

This also interprets an important concept in marketing here - only cognition, no facts.

"Yes." Qin Dong hurriedly greeted the two of them and sat down. He did not hide it and said directly, "I found that it is not that Qin beer is not good, but that the "price psychological barrier" in the minds of consumers is causing trouble.

Psychological barrier to price?

He Yongsheng looked at Peng Gaode, and both of them laughed. You, Qin Dong, sell beer, well, you have two brushes to brew beer, but what about psychology, you are an amateur.

"Look at you, don't believe it?" Qin Dong smiled himself when he read the surprise from the two of them. "Although I don't understand psychology, I understand human hearts."

The psychology of the Chinese people!

Chinese people all need face. People live a face, trees live a skin, and don’t hit people in the face... In this case, Xiao Qin Xun can even say something out of his mouth.

Although the retail price of Qinwan Beer has been greatly reduced, consumers do not know.

They still take it for granted that the price of Qinwan Beer is as much higher than that of Rongya Beer as before.

"So, in order to satisfy personal self-esteem, consumers will find excuses such as Qinwan Beer being less delicious than Rongya Beer and refuse to drink Qin Beer."

is that so?

He Yongsheng and Peng Gaode looked at each other, but they still looked disbelief.

"This is the transmission effect." Qin Dong smiled, "Don't believe it. You see, within a week, I will let the citizens of Qinwan say that Qin beer is delicious."

"Oh, what do you want to do?" Peng Gaode immediately became interested.

"I think……"

Qin Dong smiled. I wanted Wu Geng to know that it wasn't really because of the good taste of Rong Beer, but because of the psychological problem.

"I will only have two measures to regulate hotel retail prices immediately and implement "clear price tags."

Qin Dong arranged for business personnel to do two things:

First, convince the hotel owner to reduce the retail price of Qin beer to 1 yuan/

Bottle (retail profit is still higher than Lao Beer);

Second, use printing paper (no posters are printed at this time) to sell the hotel Qin beer

After the price is marked, it is posted in the most obvious location of the hotel.

Soon, a large amount of printing paper appeared in Qinwan supermarkets, hotels, shops, hotels, grocery stores and other eye-catching places.

On the printing paper, a blonde beauty holding Qinwan beer attracted the attention of consumers, and a line of words highlighted in the lower right corner with a yellow explosion pattern:

The words "Retail price of our store: ×× yuan/bottle".

The blank space here is marked by the sales representative based on the actual prices of each store.

Qin Dong did not let it go either. A large number of banners printed with "Qinwan Beer is only sold for 3 yuan" were hung in large numbers, and soft articles such as newspapers and other media also began to promote prices to target consumers.

"Qinwan beer is really only three yuan per bottle?"

Under the willow trees on the street, an old man was gnawing on the steamed buns in his hand while looking at the poster of the store.

"It's just three pieces per bottle." The boss answered very simply.

"In the past, it was just three yuan per bottle?" The old man didn't believe it.

"Old Li, you have lived in Qinwan for so many years. Qin beer is three yuan per bottle, don't you know?" the boss asked back.

"I know, I know, now I know..." Old Li muttered, "Then drink Qin beer tonight, give me two bottles of Qin beer..."

"Qin beer is delicious and Rong beer is delicious?" As soon as he was about to come, the little boss asked.

"Of course it's Qin beer, so that's all right?" Old Li picked up two bottles of Qin beer and was about to leave. "Didn't you think it was expensive before?"

To be honest!

The printing papers all over the sky were paved all the way, and Qinwan Beer was quickly accepted by consumers. Since then, there have been few remarks that Qinwan Beer is not as good as Rongya Beer.

"Well, what kind of wind is this?" Wu Geng stood on the streets of Qinwan in early summer, in a mess.

Just a week ago, the people of Qinwan still spoke a lot of words, saying that Rong Beer is delicious, but now the wind direction has changed.

"Let's go, have a meal." Xia Yu advised.

The two chose a roadside hotel to sit down. Wu Geng asked for two bottles of Rong beer and two bottles of Qin beer, but the packaging and the same taste were still the same.

"Has the tastes of the people in Qinwan changed in this generation?"

"That won't change in just one week!" Xia Yu looked at the store. Although Qin beer was expensive, its sales gradually increased. "Mr. Wu, no, Qin beer is going to show its strength."

"It's okay," Wu Geng smiled. He rubbed his beard and raised the Qin beer in his hand. "It's 50 cents to one dollar. Don't underestimate these few cents. Some ordinary people just can't bear it."

...

The hot summer is coming soon. The peak season for beer consumption has also arrived, and the German-French war has entered a white-hot stage.

By May and June 1997, Qin Beer had reached 5,000 tons of monthly sales in the Qinwan market, posing a serious threat to Rongya Beer. However, there have always been a group of price-sensitive consumers, and it is difficult to become customers of Qinwan Beer.

Rongya Beer is completely in the form of bundled packaging, with the factory shipment price of 1.9 yuan/bottle, the hotel retail price of 3-4 yuan/bottle, and the grocery supermarket retail price of 2.2 yuan/bottle.

The factory shipment price of Qinwan Beer is 2.4 yuan/bottle, the hotel retail price is 4-5 yuan/bottle, and the grocery supermarket retail price is 3 yuan/bottle.

With the vigorous development of the dealer network, Qinwan Beer's hotel distribution rate has increased rapidly, and the sales contribution rate of the hotel channel has reached 80%. However, due to the large price difference between the grocery supermarket channel and Rongya Beer, the progress has been slow.

"I heard that Qin Dong is going to crack down on us from products, prices, channels and promotions," Chen Shifa's style of conduct is indeed not constrained. The meeting was held directly in the market. "Comrades, life and death battles, how many times can you fight in life? If you don't fight at this time, you will stare at me and put your sleeves on me. This summer, we will take back the market we lost..."

Zhou Fenghe, Wu Geng, Luo Ling, Wang Xinjun...

Looking at the supermarket, the shelves were filled with Qinwan beer. When I walked into a restaurant, the number of people drinking Qin beer suddenly increased.

The leader didn't say anything, but Luo Ling smiled so hard that she trembled, "Old Qin just has a way..."

Before he could finish his words, Chen Shifa glared at her fiercely.

"Beer, Qin Beer Volkswagen Beer..."

Before Chen Shifa could speak, Qin Beer's delivery truck stopped outside the door.

Everyone's eyes were on the car, oh, they were all experts in beer, and everyone soon discovered something different.

A new type of beer is very simple to package, so simple that it does not have any fancy decorations. The trademark only contains the four big words Qinwan Beer.

Oh, and behind, there is a line of small words, "Qinwan Beer, dedicated to the public consumption."
Chapter completed!