---
title: "12 Months of White Liquor: How to Promote in Peak and Off-Peak Seasons? Grasp the Promotion Rhythm and Stop Acting Blindly Each Month"
description: "1. Transition from peak to off-peak season (March-May): After the Spring Festival, white liquor moves from peak to off-peak season. Many companies still manage the market by seizing opportunities before and during the off-peak. From March, more companies start market actions, with promotions and new products aimed at stocking, boosting sales, enhancing brand influence, and expanding market share. Promotions include adjusting bestseller strategies, distributor screening, terminal building, consumer pulls, product sorting, and recruiting distributors. 2. Off-peak season (June-August): Focus on market building, with channel promotions, consumer promotions, and hard/soft terminal construction. 3. Peak season (September-February): Key is rapid terminal grabbing, channel innovation, market cultivation, consumer promotions, and product combinations."
author: "New Distribution"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2015-12-06"
language: "en"
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original_source: "https://mp.weixin.qq.com/s/A6tIhtbFfoIFhsbPaKp_7w"
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# 12 Months of White Liquor: How to Promote in Peak and Off-Peak Seasons? Grasp the Promotion Rhythm and Stop Acting Blindly Each Month

> 1. Transition from peak to off-peak season (March-May): After the Spring Festival, white liquor moves from peak to off-peak season. Many companies still manage the market by seizing opportunities before and during the off-peak. From March, more companies start market actions, with promotions and new products aimed at stocking, boosting sales, enhancing brand influence, and expanding market share. Promotions include adjusting bestseller strategies, distributor screening, terminal building, consumer pulls, product sorting, and recruiting distributors. 2. Off-peak season (June-August): Focus on market building, with channel promotions, consumer promotions, and hard/soft terminal construction. 3. Peak season (September-February): Key is rapid terminal grabbing, channel innovation, market cultivation, consumer promotions, and product combinations.

1. Transition from peak to off-peak season (March-May)
After the Spring Festival each year, white liquor begins to move from peak to off-peak season. Many white liquor companies do not let the market slide but instead seize the opportunities before and during the off-peak to manage the market. Nowadays, more and more companies start market actions from March, with all promotions and new product launches aimed at stocking, boosting sales, enhancing brand influence, and expanding market share. Promotions in this phase can be carried out from the following aspects:
First, adjust promotion strategies for best-selling products, and formulate corresponding promotion strategies for distributors and terminals, such as buy-give activities plus travel activities.
Second, do a good job in distributor screening and agreement signing, terminal vividness construction, and terminal advertising material placement.
Third, drive consumption in hotels and supermarkets. Hotels can adopt activities like buy one get one free, free small bottles; supermarkets can offer milk or shopping cards with purchases; the wedding market can offer drinks with gifts like beverages, wedding photos, travel, or organize group weddings.
Fourth, sort out products and do product development. Identify products that are not suitable for company development or are slow-moving and eliminate them in time, and develop long-term products based on market demand and company strategy.
Fifth, many distributors choose products at this time, so it is a good season for manufacturers to recruit distributors.
2. Off-peak season (June-August)
Build the market in off-peak, seek sales in peak. Peak season is more about selling goods; only off-peak is a good time to steadily build the market. Generally, off-peak promotions mainly include three tasks: channel promotions, consumer promotions, and hard and soft terminal construction.
Channel promotions: Do terminal distribution and new product promotion, public relations for core units and core consumer groups, and invite terminals to visit the distillery for tours and activities.
Consumer promotions: Free tasting in hotels, social promotion activities, buy-give activities, themed consumer promotions (e.g., one more bottle, laptop or LCD TV giveaways, cool summer), actively participate in or organize various public relations and craft activities.
Hard terminal construction: Ensure customers can see various promotional materials at sales points, such as display cabinets, shelves, POP, roll-up banners, banners, table cards, framed pictures, etc., with vivid shelf displays, and do systematic construction and packaging of core stores.
Soft terminal construction: Build solid manufacturer-distributor relationships, maintain terminal customer relations, improve personnel quality, enhance brand reputation, and improve product image.
3. Peak season (September to February next year)
For peak season marketing, the key is to quickly seize terminals. As the saying goes, "Channel is king, terminal wins," requiring meticulous market cultivation, full channel development and nurturing, creating consumer hotspots, shifting promotion beneficiaries, seizing consumer minds, and innovating in product combinations.
First, channel innovation: Be good at positioning market focus. If the product is mainly positioned in third- and fourth-tier markets, focus on township wholesale departments and retail stores; if positioned in medium-sized cities, focus on supermarkets, malls, hotels, restaurants, and community convenience stores.
Second, intensive market cultivation: For supermarket channels, do terminal vividness construction, large stack displays, and guide placement; for hotels, do public relations with waiters, bars, and lobby managers, conduct secondary prize redemption and social activities, and place strong promoters; for circulation channels, strengthen development of terminal customers and community markets, organize ordering meetings for the two festivals, and for low-end liquor, hold product ordering meetings in townships; for group purchase channels, do public relations by unit and system, develop core unit leaders into company VIP members and sales consultants.
Third, seize banquet activities: Hold various banquets during peak season, such as wedding banquets, birthday banquets, year-end celebrations, holiday gatherings, and annual meetings, and appropriately develop special reception liquor.
Fourth, clever promotions to seize consumer promotions.
Circulation and supermarkets: Combine external promotions with regular in-box promotions. For example, Xianghe Seed Wine usually has four "one more bottle" half-jin bottles, and during festivals, buying one case (1*4) gives one case (1*4 half-jin) of Xianghe Seed Wine, which received a warm market response. Change promotion beneficiaries: for example, usually put cigarettes in boxes, but during peak season, target consumers' children, wives, parents, etc.
Core consumer group promotions: Give discount cards, VIP cards, irregular banquets, one-table tastings, organize hometown association meetings, tea parties, social gatherings, etc.
Fifth, adopt various forms of product combinations.
In product combinations, choose small packages, gift packs, promotional packages, sets, etc., to create combined gift cards, and attract consumers through packaging improvements and innovations.
In price combinations, adopt bulk discounts, phased promotional prices, disguised price cuts by adding similar products, disguised price cuts by adding different products, cumulative consumption points, etc.
In brand promotion, implement all-round marketing communication in relevant media, including the Internet, TV, newspapers, magazines, radio, etc., to establish product, brand, and corporate image.
Sixth, strengthen internal management, including internal training, improving execution, comprehensive market tracking and verification, and expanding and maintaining customer relationships.
For weak brands, due to capital and resource constraints, they cannot afford large investments in brand building and consumer education. They often focus corporate resources and limited funds on channels, using channel push to drive the market, activate commercial resources and commercial brands, and after earning profits and accumulating capital, they vigorously do consumer promotions and brand promotion. Even for strong brands, the channel is crucial to corporate development; once channel problems arise, corporate development will inevitably be hindered. This is the law of Chinese enterprise development, and even more so for Chinese liquor enterprises.
To seize customer warehouse space, expand customer inventory, and block competitors' distribution, it has become a common means for product launch and attacking competitors. Stimulating customer distribution enthusiasm and shifting promotion focus to their own brands has become a competitive hotspot in distribution.
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