From September to December each year is a peak season for baijiu sales, and the key to marketing during this period is to quickly seize the terminal. As the saying goes, 'Channels are king, terminals win,' requiring meticulous market cultivation, full channel development and nurturing, creating consumer hotspots, shifting promotional beneficiaries, capturing consumer mindshare, and innovating in product combinations.
Channel Innovation: Be adept at positioning the market focus. If the product is mainly positioned in third- and fourth-tier markets, the focus should be on township wholesale departments and retail stores; if the product is mainly positioned in medium-sized cities, the main channels should focus on supermarkets, department stores, hotels, food stalls, community convenience stores, etc.
Intensive Market Cultivation: Strengthen channel construction. For the supermarket channel, do a good job in terminal vividness construction, large display construction, and dispatching shopping guides; for hotels, do a good job in public relations with waitstaff, the bar, and lobby managers, carry out secondary prize redemption and social activities, and dispatch strong promoters for promotion; For the circulation channel, strengthen the development of terminal customers and community markets, and do a good job in the two festival ordering meetings. For low-end liquor, product ordering meetings can be held in townships; For the group-buying channel, conduct public relations by unit and by system, and develop core unit leaders into company VIP members and sales consultants.
Grasp Time Nodes and Seize Banquets. During the peak season, hold various banquet activities such as wedding banquets, birthday banquets, year-end celebrations, holiday gatherings, and annual meetings, and appropriately develop special hospitality liquor.
Clever Promotion to Seize Consumers. Circulation and supermarkets: On the basis of the usual in-box promotions, combine with external promotions. For example, a certain liquor usually adopts four 'one more bottle' half-jin bottles, and during the festival, buying one case (14) of the liquor gives one case (14 half-jin bottles), which received a warm market response. Change the promotional beneficiaries: For example, usually put cigarettes in the box, but during the peak season, target consumers' children, wives, parents, etc. Promotion for core consumer groups: Give discount cards and VIP cards, hold banquets from time to time, carry out one-table tasting sessions, and organize activities such as hometown association meetings, tea parties, and social gatherings.
Multiple Forms of Product Combinations In terms of product combinations, choose small packages, gift packages, promotional packages, sets, etc., to create a combined gift brand, and attract consumers through packaging improvement and innovation. In terms of price combinations, adopt methods such as bulk discounts, periodic promotional prices, adding similar products to reduce prices indirectly, adding different products to reduce prices indirectly, and cumulative consumption points. In brand promotion, implement all-round marketing communication in relevant media, including the Internet, television, newspapers, magazines, radio, etc., to establish product, brand, and corporate image.
Strengthen Management Strengthen internal corporate management, including strengthening internal training, improving company execution, conducting all-round tracking and verification of the market, and expanding and maintaining customer relationships. For weak brands, due to their own capital and resource limitations, they are unable to make large investments in brand building and consumer education first. They often focus corporate resources and concentrate limited funds on channels, using channel push to drive the market and activate commercial resources and commercial brands. After enterprises earn profits and accumulate capital, they then vigorously do consumer promotions and brand promotion. Even for strong brands, the role of channels is crucial to corporate development. Once channel problems arise, corporate development will inevitably be hindered. This is the law of Chinese enterprise development, and it is also the law of development for Chinese liquor enterprises. In order to seize customers' warehouse space, expand customer inventory, and block competitors' distribution, it has become a routine means for product launch and attacking competitors. Stimulating customers' enthusiasm for distribution and shifting the promotion focus to their own brands has become a competitive hotspot in distribution.
Conclusion Many enterprises, in peak season marketing, ignore their own strength, do not fully estimate marketing risks, bet on the peak season market, desperately 'add fuel to the fire,' and use wave after wave of larger promotions and advertising investments to seek full profits. But many distributors and terminals have been in the business for a long time and are not easy to fool. They are like the senior consultant 'Old Fan' who grew up from being deceived multiple times by 'selling crutches, selling cars, selling stretchers.' After suffering losses many times, they naturally 'learn by themselves.' Therefore, ordinary inventory pressure strategies have no effect on them. The result is often overdrawing annual marketing resources, leading to 'stomach pain and acidity' after the peak season, or in severe cases, 'die after having fun.'
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