How to operate the sales of liquor?

With the gradual departure of the "peak season", the sales of liquor gradually entered the "low season", because traditionally, liquor is sold best in September165438+10-February every year, which is the peak season and the weakest in May-August. Of course, this is related to seasonal factors, the characteristics of liquor itself and the traditional habits of our country. Through the observation and investigation in the industry, the author found that new "dark horses" appeared in the market every year. After packaging and planning, they created a prosperous sales situation, but it was often a flash in the pan. How to achieve "four seasons like spring" in liquor sales and marketing? How can we create the spring of marketing? The author discusses and analyzes this from the innovation of marketing strategies such as products, channels and promotion. First, product innovation A good product is half the success of the market. Good products include excellent quality, certain cultural background, unique and novel packaging and name. For example, the words "Jin Liufu" are a blessing from the bottom of my heart, representing auspiciousness and the pursuit of perfection. This kind of emotion naturally inspires a consumer impulse and wins the recognition of consumers in the name. The six blessings represented by gold are: longevity, wealth, corning, virtue, harmony and benevolence. Echoing Liu Fu at a distance are the characteristics of Jinliufu wine: fragrant, mellow, strong, sweet, soft and clean. It represents six kinds of blessings that people are willing to accept, indicating that Jinliufu is the wine of happiness, which means bringing you health, happiness and beautiful enjoyment. At the same time, in the design of packaging, advertising and logo, we should strive to make consumers see it, form a visual impact, win the love of consumers, and have emotional contact with them, which is in line with people's aesthetic needs. For product innovation, first, many liquor companies are eager to take the road of "popular concept" in naming, such as "tribute, king, jade, gold and spirit", and all the good words are used up; Then 168, 5 18, 5 19, 888, 999 Geely numbers appeared one after another; In the following five years, 10, 50 years, 100, a batch of aged wine was produced in 2000. Redevelopment means that one-star, two-star, three-star, four-star and five-star make the appellation reach a new height and have different views on the product appellation. What's more, some enterprises stick their titles on other brands to fool consumers and survive in the market sandwich. In fact, the naming of liquor generally has the following situations: according to historical celebrities and place names, such as Cao Xueqin wine, Dukang wine, Taibai liquor, xifeng liquor, Xinghua Village, Fang Shuijing, Song He and Liuyang River; Named by regional abbreviations, such as Anhui wine, expensive wine, Suzhou wine, Yangtze River Delta, Hetaowang, etc. Names related to ancient emperors and generals, such as Yingjia, Daoguang 25, Warrior Lan Ling, Gujinggong, Anhui Chunqiu, etc. Names related to the brewing raw materials of wine, such as Wuliangye, Zhuyeqing, Daohuaxiang, etc. Names related to nostalgia, affection, friendship, etc. , such as Confucius, gold and blue classics, Chinese knots, etc. Secondly, in packaging, it is mainly reflected in the design and style of packaging bottles, in the collocation of colors and in the number of copies; For example, it can be a porcelain bottle, a square bottle, a round bottle, a porcelain bottle, a pottery bottle and a sand bottle; Can be transparent or opaque; Can be wrapped or opened; Of course, according to the different target customers and positioning of products, we should also make corresponding innovations in the outer packaging. Thirdly, in terms of quality, we should grasp the future development trend of liquor from the taste, break through the traditional Luzhou-flavor, Fen-flavor, Rice-flavor and Maotai-flavor, and develop in a low-alcohol, healthy and elegant direction, such as developing clean and refreshing liquor with low acid, low ester, low methanol and low fusel oil, and developing fruit fermented distilled liquor with new styles and flavors using apples, hawthorn and other fruits as raw materials. Fourth, brand differentiation and accurate positioning, because brand positioning is the main reason why brands tell consumers why their products are different from their competitors, such as "China Liquor No.1 Workshop" in Fang Shuijing, "China No.1 Pit" in Guojiao 1573, "Healthy Liquor" by Tasly and "Fu Culture" by Jinliufu. At the same time, implement a series of brand strategies. Xifeng? Forever, Xifeng? Huashan talks about swords and Xifeng? Meet for a hundred years. "Feng? Forever and ever "; Jinliufu star series, Fuxing series, and a toast to happiness series; Five years, ten years, fifteen years and so on. , tap the brand connotation, spread the brand story, such as the complex with historical celebrities, interaction with consumers, corresponding activities and event planning. Second, channel planning Because the liquor industry in China has experienced advertising winning and terminal winning, it has now entered the stage of channel innovation. Generally speaking, the channels and terminals of liquor generally include hotels, supermarkets, retail department stores, wholesalers and professional tobacco and alcohol companies. However, in the marketing process, it is necessary to systematically plan the channels: First, dynamically adjust the focus of the channels according to different opportunities and shift the focus of the market, such as fully blooming in the peak season, seizing the terminals and extending to the third-and fourth-tier markets. When the off-season comes, we can completely transfer the market, find a market suitable for our products, and even enter the international market. At this time, if the focus of sales is shifted, there is no doubt that the future is bright. Such as transferring the market to densely populated areas and communities with high consumption levels; Areas near prosperous areas and entertainment places; Community store with prominent position and good image; Hotels and so on. Secondly, it is necessary to intensively cultivate the market, deepen distribution and expand distribution channels. Develop the community market and extend to the county and township markets. In the process of community development, firstly, different products should be distributed according to different stalls of community residents; Second, in the form of advertising, you can use more product display cabinets, sun umbrellas, posters and so on. The promotion method should be pragmatic. For example, we can have more small prizes and strive for prizes for every bottle of wine. Prizes can be some daily necessities, or toys and cartoons that children like better. When distributing goods or opening direct stores in some communities, we should also consider the relationship between current consumption and supply in communities. If the supply exceeds the demand, we should carefully consider whether to open a direct store or a distribution center. Third, in-depth operation, seize and occupy wholesale departments and supermarket terminals in communities and towns, stimulate the strong sales of terminals, occupy the best product display position, and carry out corresponding terminal promotion and publicity. Thirdly, we should seize banquets and festivals. Focus on wedding banquets, birthday banquets, traditional festivals and other banquets. Because liquor is still the main hospitality liquor, and banquet markets such as wedding banquets, birthday banquets, graduation dinners, college entrance examinations and funerals are the main markets for liquor sales. At the same time, due to the large flow of people in wedding occasions, word-of-mouth publicity can be carried out through the wedding banquet market, which has an effect that is difficult to achieve in general advertising. Appropriate products, targeted promotion planning and certain advertising can effectively grasp all kinds of banquet activities. In the process of liquor sales in banquet activities, we need to grasp the following points, such as giving away drinks, wedding supplies, school supplies and other corresponding necessities; It can be jointly promoted with wedding photo studios, wedding companies, supermarkets, convenience stores and hotels; You can hang banners, POPs and so on in photo studios, supermarkets, convenience stores and hotels. 3. Promotion Innovation promotion has become the core "weapon" of liquor sales at the terminal. At present, the homogenization competition of terminal promotion methods and means is extremely fierce. From advertising to personnel promotion, from lottery to cash back. To create the spring of liquor sales, we need differentiated promotion methods and means. First, we should seize the opportunity effectively, such as Spring Festival, Lantern Festival, Valentine's Day, May Day, June 1st, August 1st, Mid-Autumn Festival, National Day and National Day. There are also two special periods, nearly two months of summer vacation and one month of winter vacation, as well as the graduation and further studies of college and middle school students. If these opportunities are effectively grasped and promoted, it will bring great business opportunities to liquor enterprises. For example, on June 1 day, July 1 day and August 1 day, group activities can be organized for children and students, or relevant educational books and learning tools can be presented, and cultural cards, idiom cards and books can be distributed to potential consumers of the "next generation". Besides targeting competitive brands, we can also skillfully create hot spots from market segments and consumer groups. For example, Gujing Distillery launched "Be the first time, drink to parents, drink to teachers" for further study; Veteran cadres "propose a toast to heroes"; A series of activities such as "free Toyota float" have achieved good results. Of course, the promotion at this stage should be good at grasping the opportunity, from the perspective of returning to society, with some public welfare colors, and it is easy to establish a good reputation in a short time. Second, we should promote sales skillfully. If we still use some popular "blunt" promotion methods, such as price reduction, discount and gift, it will be difficult to get the market excited, and obviously it will be more difficult to achieve results. In my opinion, in the promotion, it is necessary to distinguish the objects and key points of promotion and skillfully create hot spots. For example, in the promotion for the terminal, the beneficiary of the promotion can be changed in time. At present, liquor promotion is mostly like this. Whoever drinks wine will be given prizes, such as lighters, dollars and other promotional methods. If you change your mind, you can change the beneficiaries of promotion in time, which is "surprising" in promotion, such as parents drinking to make their children or wives become the beneficiaries of promotion; For example, in the summer of 2003, a liquor company in a certain place jointly launched a "mellow XXX, happy summer camp" activity with the Youth Palace in this area, which ran through the whole summer vacation and was carried out simultaneously in major hotels in this area. As long as XXX wine is opened, every bottle has a good gift for children. In the XXX wine box, there are three cards: "step", "high" or "rise". If the four cards "Step", "Step", "Height" and "Ascension" are collected, children can participate in XXX Golden Sunshine Tour Summer Camp for free, and other prizes such as book cards or a pair of roller skates, KFC fast food and children's intellectual development toys have achieved good market results. For example, for students who scored in the college entrance examination, we can carry out the promotion activities of "sending happiness to the door" in combination with drinks, beating gongs and drums to the door, which not only sells products, but also expands the publicity influence; For the wedding market, a "wedding float" was launched to attract the attention of young people; During the Spring Festival, it is a gift brand and a "New Year gift" for the vast rural areas of China; Of course, you can also plan a group banquet, form an alliance with wine, beer, dairy products and other manufacturers, share the promotion costs, and expand the brand's visibility and reputation. Fourth, integrated marketing communication In the process of advertising, it is necessary to integrate resources and systematically let marketing activities speak with the same voice and display with the same image. First of all, we should explain the connotation of liquor brand positioning to consumers with various marketing strategies. For example, Ningxiahong chinese wolfberry wine, because of its unique health care function, is positioned as "drinking a little every day is healthier", and all advertisements are centered on the concept of "health"; For example, Fang Shuijing is positioned as "the aristocratic element of life in China", combining historical civilization and traditional culture; The philosophy of life of "a little confused fairy wine is hard to be confused" and so on. Second, we must plan events. For example, 19 15, since China Moutai became famous for throwing bottles at home skillfully, it has become famous overseas in numerous major state affairs, from the establishment of diplomatic relations between China and the United States to the establishment of diplomatic relations between China and Japan, from Nixon and tanaka kakuei to Kim Il Sung and Margaret Thatcher. For example, in 2004, former US President Bill Clinton wrote an inscription at the Jiannanchun Wine History Museum in Sichuan, which shocked the whole country and even the whole world and attracted the attention of hundreds of millions of people. For example, Hite wine is collected by the presidents of South Korea and Dominica; For example, Langjiu skillfully uses the image of Xue Cun; Another example is "Liuyang Harmony", which uses the song "How many bends of Liuyang Harmony ..."; The fragrance of rice flowers is associated with the "Three Gorges Love" and so on. The third is to innovate communication means and methods, such as naming trains and some public facilities, making campus marketing plans, using LCD screens and mobile advertisements, shaping various terminal models, grasping hot events, and making social responsibility plans. Through integrated marketing communication, we can enhance the popularity and reputation of products and enterprises, expand our influence and gain public attention. In a word, creating the spring of liquor marketing needs innovation, not only to win the attention of consumers, but also to win the trust and participation of consumers and win the minds of consumers. On the basis of making the liquor market subdivided, productized, regionalized, specialized and personalized, we should innovate marketing strategies, implement differentiation, win the market, guide and create demand, and maintain the spring of liquor marketing.