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1. Free Sampling When launching a new product, due to insufficient market influence or low consumer awareness, companies aim to quickly build brand influence and stimulate trial purchase desire. They create small sample packs, typically 125ml, for free tasting. Additionally, to establish opinion leader groups, they organize tasting events and gift main products, usually two bottles per person. Some also conduct roadshows combining tasting with purchase-gift promotions, often seen in mid-to-low-end liquor.
2. Coupon Distribution To stimulate proactive purchase or trial, manufacturers print colorful redeemable coupons detailing the campaign deadline, products, buy-gift terms, and participating outlets. Consumers can redeem these coupons at terminal outlets for “buy one get one free” or two free bottles. Manufacturers reimburse outlets based on collected coupons. Key considerations: Coupons must be stamped to control flow and printed on demand; distribute intensively in areas with dense consumer traffic; choose distribution points wisely (residential communities, rural markets, temple fairs, commercial stores); track distribution and feedback rates per point to adjust strategy; keep campaign duration short (15-20 days per cycle); ensure timely redemption at outlets.
3. Newspaper Media Promotion Regional manufacturers may use influential local newspapers for promotions, encouraging consumers to try or purchase by a specified date. Typically, a cut-out coupon is included in the ad; consumers can exchange it at outlets for a tasting bottle or get a discount/cash rebate on purchase. Manufacturers reimburse based on collected cut-outs, also gauging the promotion's feedback rate.
4. Price Discounts Price discounts are a key tool to attract buyers, divided into direct (lowering price) and indirect (same price, more product). Direct discounts are sensitive and can cause market fluctuations; indirect discounts are a disguised price cut, offering a psychological buffer. Advantages: quick effect, boosts short-term sales, increases purchase quantity, strong consumer impact, effective against competitors, favored by intermediaries and sales staff. Disadvantages: no long-term growth, hard to restore prices, hurts profits, prolonged discounts damage brand image, undermines brand loyalty, limited new customer attraction, may trigger price wars or competitor retaliation.
5. Buy-Gift Activities Consumers receive coupons, gifts, small liquor bottles, cigarettes, or buy-one-get-one offers to stimulate purchase and preference. However, this can lead to promotion dependency or fatigue, so it's essential to pair with a meaningful theme to convey value. Example: Taibai's “Drink Big Move, Play Golf” promotion. Anhui liquor company ran “Everlasting Friendship, Fine Wine for Friends” in Hefei, Bengbu, Lu'an: buy a bottle, fill a card for a friend, and the company delivers a bottle to that friend within a week. Sichuan Luzhou Chun encountered a situation: due to poor early execution, sales at Carrefour and other hypermarkets were minimal, forcing a clearance. Management launched “buy one get one free (same product)” before clearing out. Surprisingly, sales surged; even an elderly woman asked for the “buy one get one” wine by name. For wedding banquets, buying a certain amount could include wedding car, sedan chair, refrigerator, TV, etc. For graduation banquets: phones, laptops, luggage, plane/train tickets. As gift fatigue grows, companies must choose gifts with perceived premium value—collectible, commemorative, novel, or unique items (e.g., artistic gourds, replica weapons, puppets, Fuwa mascots, Expo commemorative badges).
6. In-Pack Prizes In-pack prizes are a common consumer pull tactic in baijiu. One method: scratch cards inside the box/cap listing prizes; consumers scratch to reveal if they won and the tier. Prizes include liquor tickets, cigarettes, cash, US dollars, precious metals, souvenirs, travel packages, etc. Effective scratch card promotions require clear consumer communication and market supervision to prevent terminal interception. Leverage big jackpots and 100% win rates to sustain interest. Second method: direct physical prizes inside the box—cash (e.g., US dollars, Hong Kong dollars, including “smash golden egg”), or items like lighters, keychains. This relies on novelty or small incentives. Advantages: immediate stimulation; disadvantages: easy detection, leading to buyout or interception by hotel owners/managers. Companies adapt based on regional preferences. Ensure market supervision to prevent interception; choose novel, attractive prizes; avoid perishable or fragile items that could damage brand perception.
7. Points Redemption Points can be accumulated scores or vouchers. Scores: buy a certain quantity to earn cumulative points redeemable for gifts. Vouchers: collect specific items (e.g., bottle caps) to exchange for gifts or another bottle. Scores are more versatile; vouchers have industry-specific flavor. Points promotions suit high-volume products where consumers have sufficient demand to trigger impulse purchases. Low-volume products may not generate interest. Points require a time cycle, ideal for products with short consumption cycles, high purchase frequency, and large quantities (e.g., mid-low-end liquor, beer) so consumers see benefits quickly. Key: attractive prizes, easy participation, and smooth redemption; otherwise, effectiveness drops.
8. Bottle Opening Fee Common in mid-range baijiu at restaurants: manufacturers pay a fee (5 to dozens of yuan) per bottle recommended and consumed, based on box/cap collection, to motivate waitstaff or in-house promoters.
9. Lucky Draw Lucky draws exploit consumers' hope of winning big. Manufacturers create draw cards placed in boxes or use software for on-site draws, aiming to induce impulse purchases and immediate prize redemption. Formats include single draw, multiple draws, quiz-based, game-based, or linked draws. Example: Hebei Weidaofu's “Lucky Grab” brought welfare lottery into restaurants, offering strong participation and transparency. Shanxi Zhuang Lao Jiu's “Smash Golden Egg” in Shijiazhuang brought Li Yong's show style to restaurants.
10. Chain Promotions Chain promotions combine single-purchase prizes with cumulative incentives to encourage repeat purchases. In baijiu: empty bottle/box exchange (collect a set number for a free bottle or other prize) or card collection (collect specified cards for gifts or product, e.g., World Cup country cards; champion country card wins, and collecting all 32 countries wins another prize). Example: Shibafang's “18 Reward” in Shijiazhuang (Nov 2005-Jan 2006) used “buy-gift + grand draw” with two tiers: buy and get a gift, and solve the puzzle for a big prize.
11. Contest with Prizes Manufacturers design Q&A about the company/product for on-site contests to promote. Prizes are often physical items or free trips. Contests may be held via TV game shows, distributing products during the program.
12. Sponsorship Activities Sponsor special events for target groups (e.g., Party Day, Army Day, Teachers' Day, Journalists' Day, Party Congresses) to let them taste the brand, become opinion leaders, and spread word-of-mouth. Also sponsor free tastings at store openings, factory inaugurations, anniversaries, weddings, and conferences.
13. Dedicated Promoters Employ dedicated promoters to verbally promote and introduce products directly to target consumers. Key: craft professional scripts highlighting selling points and brand messages; train promoters in sales skills and adaptability.
14. Undercover Promotion Due to intense terminal competition, companies may buy out hotels, but controlling all levels—owners, managers, waitstaff, bartenders, even competitor promoters—is challenging. Undercover promotion involves targeted PR based on their needs and preferences, winning them over to push your brand, crucial for sales and brand building.
15. Insider Networks Make product concepts actionable. The insider opinion leader should be a regular customer; consider hiring as a consultant with a budget. Example: In A-level stores, spend 3,000 yuan per store on PR: 1,000 yuan gift upon entry, 500 yuan monthly consultant fee, then taper off. Prepay but require: for 500 yuan, they must complete a specified purchase. Operational tips: send wine beforehand to their workplace, then bring wine to the store to create leadership effect, coordinating with brand promoters for product movement.
16. Joint Promotions Many companies only consider their own interests, causing campaigns to fail. Consider hotel acceptance, cooperation, and mutual benefit. Examples: 1) Joint chef cooking contests; 2) Buy 1 bottle, get 10% off meal; 3+ bottles, 20% off; within 3 months, 10 bottles earns a silver card for 15% off, 30 bottles a gold card for 30% off; 3) Partner with nightclubs, bars, KTVs since diners often go there after; 4) Joint promotions with hotels during holidays (Dragon Boat, Father's Day, Mother's Day, Valentine's, Mid-Autumn, Christmas, Spring Festival).
17. Themed Promotions In early brand stages, inject a themed, explosive promotion concept and sustain it to create a “trending topic” that fuels consumer enthusiasm. Consumers, distributors, and media trust and chase hot topics; themed info spreads through word-of-mouth, boosting brand heat and creating a positive cycle. Examples: Smash Golden Egg; Visit Expo; Decode for Prizes (Thirteen Secrets); Win a Computer.
18. Roadshows Roadshows are outdoor exhibitions. Use interactive games and entertainment in high-traffic areas to attract crowds, interspersed with company/product intros, free tasting, buy-gift offers, and on-site draws. Atmosphere is critical; any flaw can ruin the effect. Preparation checklist:
- Contact host and performers; confirm flow and program; brief host to weave in theme, brand elements, product info (e.g., Q&A).
- Arrange venue; coordinate with local industry and commerce, urban management; if at a mall, have mall staff communicate.
- Check weather; cancel or reschedule if severe.
- Train staff two days prior; assign roles (e.g., photographer, videographer) with backup.
- Prepare materials: arches, banners, posters, flags, stage backdrop, sound, mics, umbrellas, flyers, display boards, small gifts, promotional items, policies, product displays.
- Inspect venue 2 days ahead; assemble stage and set up displays a day before or early on the day.
- For large, long-running events, place soft/hard ads in local media. Combine multiple tactics: during performances, include interactive games, quizzes, magic to boost engagement. Some activities may not suit all street venues; adapt to local traits to avoid awkwardness: e.g., karaoke contests in residential areas, performance teams at mall entrances.
19. Event Marketing Event marketing involves planning, organizing, and leveraging events or people with celebrity appeal, news value, or social impact to attract media, groups, and consumers, enhancing brand awareness and image, ultimately driving sales. Examples: celebrity meet-and-greets, expert lectures, famous site tours, seminars, major unveilings, cultural forums, charity events (sponsoring poor students, elderly). Advantages: high attention, good for brand communication. Disadvantages: often high cost and opportunistic.
20. Experiential Promotion Invite key customers and consumers to tour the factory or distinctive facilities, letting them experience product/brand features and value in a tourism-like manner. This conveys the company's rich culture, shows appreciation, and builds loyalty and reputation. They become living ads, gradually building the brand image.
21. Embedded Promotion Embed brand image and slogans into consumer consumption processes. Examples: buy 10 cases for a wedding to get a business car for the bridal procession; buy 5 cases for a birthday party to get a birthday cake. All materials must carry brand elements to effectively promote the company and enhance brand image and awareness.
22. Government PR Examples: Kouzijiao's “plate-in-plate” and “trunk” models target government leaders as key PR. Government officials are leading consumers; winning them makes future work easier. Sponsor government meetings with liquor to influence them.
23. Membership Marketing Consumer membership systems focus on building a consumer database, analyzing data, and conducting “one-on-one” marketing with personalized products and services. It's a marketing strategy, not just a tactic. For effective membership promotions, provide genuine value and benefits that make members feel special. Many companies fail by offering little difference from regular consumers, leading to a weak program.
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