Liquor, an ancient cultural and traditional product of China, is also a very special product, a combination of spirit and substance. With the aggravation of modern liquor market competition, the rising of market terminal cost barrier, the huge market potential of liquor industry, and the consideration of the state from the macro perspective of food safety and the healthy development of liquor industry, the concept of the franchise store for the exclusive sale of bottled liquor has become more and more mature, which has become a expectation for many liquor enterprises to regulate the competition of liquor market; It is also a strategic revolution of liquor industry in marketing channels across the traditional competition.

由于餐饮终端的操作费用高，酒店加价率超过流通终端，零售价远远高于流通渠道，而消费者则消费越来越理性，酒水自带率越来越高，餐饮终端白酒销量逐步下降，而烟酒店、等流通终端销量日益提高，白酒厂家面临着尴尬的市场营销局面，如何面对这种市场格局，能否在营销模式方面进行创新，改变经销渠道、在餐饮渠道和流通渠道进行精耕细作，建立对消费人群进行立体覆盖的营销网络，拓宽产品线，细化消费人群，根据不同的消费者人群推出有针对性的产品迎合消费者，在方面进行大力宣传、推广，提升形象，同时建立一支能政善战的营销队伍，才能保证在市场上的竞争力，而坛装白酒连锁加盟店方式则成为有益的终端销售补充，并且不断向中小型酒店饭馆辐射的坛装酒的终端布货又能够带动坛装酒连锁店的人气与。

Due to the high operating cost of the catering terminal, the hotel markup rate is higher than the circulation terminal, and the retail price is much higher than the circulation channel, while the consumers are more and more rational in consumption, and the rate of liquor brought by themselves is higher and higher. The liquor sales volume of the catering terminal is gradually decreasing, while the sales volume of the tobacco Hotel, supermarket and other circulation terminals is increasing day by day. The liquor manufacturers are facing an awkward marketing situation. How to face this kind of market Market pattern, can we innovate in marketing mode, change distribution channels, make intensive efforts in catering channels and circulation channels, establish a three-dimensional marketing network for consumers, broaden product lines, refine consumers, and according to different consumers, push out targeted products to cater to consumers, and vigorously promote and promote brands Brand image, at the same time, the establishment of a marketing team that is good at politics and war, can ensure the competitiveness in the market, and the way of Tanzhuang liquor chain stores has become a useful terminal sales supplement, and the terminal distribution of Tanzhuang liquor that constantly radiates to small and medium-sized hotels and restaurants can also promote the popularity and brand of Tanzhuang liquor chain stores.

坛装白酒连锁店实际上由来已久，只是品种繁多的瓶装酒的兴起，将这种模式暂时挤到了一个“角落”而已，并且加之消费者日益提高的物质文化生活，一部分消费者逐渐将拎着酒具打散装白酒的习惯转移到了直接购买瓶装酒的注意力上;但时今日，仍有很大的一部分消费人群仍然保留着购买散装或坛装白酒的习惯。由于坛装酒坊内设置有品偿区，少了包装和中间繁多的环节，以方便快捷、灵活、化和服务程度较高等优势，再次唤醒了人们的怀旧情结，成为许多饮酒爱好者的新宠。

In fact, Tanzhuang liquor chain store has a long history, but the rise of a wide variety of bottled liquor has temporarily squeezed this mode into a "corner". In addition, with the increasing material and cultural life of consumers, some consumers gradually transfer the habit of carrying wine utensils and beating bulk liquor to the direct purchase of bottled liquor; But up to now, there are still a large number of consumers who still keep the habit of buying liquor in bulk or in jars. Because there is a free compensation area in the bottled wine shop, there is less packaging and various links in the middle. With the advantages of convenient and fast, flexible price, specialization and high service level, it once again awakens people's nostalgia complex and becomes the new favorite of many drinking enthusiasts.

坛装酒连锁店属于窗口市场，对新老产品在形象及标杆上都起着窗口型作用，不同品种规格的散装白酒也利于销售与饮用，且普遍不会太高，因此，散装白酒连锁加盟店的营销模式孕育而生。近些年来，坛装酒尤其以东北、内蒙、及四川等地的酒坊连锁加盟的方式在市场中唱主角，其中也不乏一些区域性地产白酒而建立的白酒连锁酒坊。

Tanzhuang liquor chain store belongs to the window market, which plays a window role in brand image and price benchmark of new and old products. Different varieties and specifications of bulk liquor are also conducive to sales and drinking, and the price is generally not too high. Therefore, the marketing mode of bulk liquor chain stores is born. In recent years, Tanzhuang liquor has played a leading role in the market, especially in the form of chain stores in Northeast, Inner Mongolia, Sichuan and other places, among which there are also some local liquor stores.

所谓坛装酒终端连锁模式，即像发展终端一样去拓展以坛装白酒为主，瓶装酒和中药滋补酒为辅的连锁专卖店，这种营销模式讲究的是店铺的数量和质量。这种模式主要和一些瓶装烟酒店连锁、连锁性质类似，主要在店面选址及形象统一方面要做到标准化。通过连锁店的规模来运作，对产品的统一配送、统一、统一形象、统一模式及统一活动的“五统一”标准。目前，这种模式以东北烧酒坊连锁和济南的百老泉酒坊连锁运作的较为成功和成熟。

The so-called terminal chain mode of bottled liquor is to expand the chain stores with bottled liquor as the main part and traditional Chinese medicine tonic liquor as the auxiliary part, just like the development terminal. This marketing mode stresses the quantity and quality of the stores. This mode is similar to some bottled tobacco hotel chains and supermarket chains in nature. It should be standardized in terms of store location and image unification. Through the scale of the chain store, the first mock exam is to operate the brand, to make unified distribution, unified price, unified image, unified mode and unified five standard. At present, the chain operation of northeast shaojiufang and Jinan bailaoquan is more successful and mature.

由于“坛装白酒终端连锁模式”的运作对资金要求较高，涉及到一个省或数个省的发展;在各区域运作方面也容易受到地方商业系统的挤压，地方瓶装白酒、散装白酒系列也较多，集中管理有一定的难度;而且这种商业模式的运作是一种化运作，对管理人才有相对的高素质要求。但这种模式一经运作成功，影响力是相当深远和巨大的。

Because the operation of "terminal chain mode of bottled liquor" requires high capital, which involves the development of one province or several provinces; it is also easy to be squeezed by local commercial system in regional operation, and there are many local bottled liquor and bulk liquor series, so centralized management is difficult; And the operation of this business model is a kind of brand operation, which has relatively high-quality requirements for management personnel. However, once this mode is successfully operated, its influence is quite profound and huge.

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