---
title: "Five Key Battles in the Peak Season: Doubling Sales Is Not a Myth"
description: "As the peak season approaches, many baijiu manufacturers are gearing up for the holiday battle, aiming to capture the largest share of the massive baijiu consumer market. This article outlines five common battles in peak-season baijiu sales and provides step-by-step strategies for each, including terminal, distribution, group purchase, circulation, and banquet battles."
author: "New Distribution"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
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published: "2015-10-15"
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# Five Key Battles in the Peak Season: Doubling Sales Is Not a Myth

> As the peak season approaches, many baijiu manufacturers are gearing up for the holiday battle, aiming to capture the largest share of the massive baijiu consumer market. This article outlines five common battles in peak-season baijiu sales and provides step-by-step strategies for each, including terminal, distribution, group purchase, circulation, and banquet battles.

As the peak season approaches, many baijiu manufacturers are sounding the horn for the holiday battle, determined to seize the biggest "cake" in the vast baijiu consumer market. So how can you compete for limited market share, ensure product sell-through, achieve full sales scores, and have a good harvest at the year-end? This article will organize the five battles commonly encountered in peak-season baijiu sales and teach you how to counter each one.

**Terminal Battle:**
**Create Model Hotels and Model Streets to Kick Off the Peak Season Battle**
**Objective:** Internally, create a decisive atmosphere for the peak season to boost employee morale; externally, generate local sales momentum.
**Steps:**
1. Select outlets with good sell-through from all current outlets, develop targeted sell-through plans, with varying intensity but unified format, to create model stores.
2. Operate simultaneously in areas or streets with dense outlet networks, and create a strong brand atmosphere externally, such as hanging lanterns, flags, or banners along the entire street to create a hot-selling brand atmosphere. For example, Xiaodao Liquor often chooses a street with concentrated dining or distribution outlets in many markets, using framed pictures, drapes, or banners to create a striking visual impact along the street.
3. Note: The key to model store and model street activities is to stir up activity inside the store and create visual impact locally. Investment must show results; piecemeal tactics are ineffective. The brand company should provide corresponding promotional materials.
**Sell-through Methods:**
1. Increase Push Method: For a single store, increase push by calculating the average monthly sales in the first half of the year, then add new sales volume, and incentivize promoters by doubling cap fees or box seal fees.
2. Big Prize Method: Use popular promotional items like gold jewelry or iPhones for consumer scratch cards, then concentrate on targeted big prizes in select outlets to boost terminal and consumer purchase enthusiasm.
3. Terminal Interaction Method: Set up games in hotels, such as dice rolling or small liquor tastings, and use direct promotion by each store's sales staff to drive hotel sales.
4. Note: Resource investment should be concentrated; it's best to choose one point to explode based on actual conditions rather than combining multiple methods. Each method has its rationale; focusing on details leads to success.

**Distribution Battle:**
**Mobilize All Manpower for Thorough Distribution and Comprehensive Market Layout**
**Objective:** Through a month of concentrated distribution, temper employees' patience and achieve indiscriminate coverage of outlets.
**Methods:**
1. During distribution, ensure basic work is done well, i.e., form a complete file of terminal information. Currently, most baijiu enterprises adopt a flood-irrigation approach to regional distribution, finishing and then stopping. Few form comprehensive terminal data and digital terminal quantitative management like FMCG companies; beer has achieved this, and baijiu should strive in this direction. Many enterprises believe that being a strong brand guarantees high distribution coverage, but after digital terminal management, the actual results often surprise them.
2. The core of digital management is forming one map and one table: terminal route map and terminal information survey table. Through studying these, determine employee work and evaluate their performance.
3. Choose products carefully for distribution; best-selling products and auxiliary products should complement each other. If products are not best-sellers, be prepared for display placement, as cash collection is often difficult.
4. Distribution can be done in pairs to strengthen team power. Set three terminal standards: number of newly developed outlets, outlet shipment volume, and display compliance rate. Employee rewards can be itemized.
5. Daily meetings are important; evening meetings are more important than morning meetings. Morning meetings are brief, while evening meetings should be serious, encouraging everyone and setting quantitative indicators for evaluation. Daily evaluation leads to daily progress; if conditions allow, daily cash rewards are even more effective.

**Group Purchase Battle:**
**Focus on Business and Personal Group Purchases to Push Inventory to Consumers**
**Objective:** This year's group purchase market is very bleak; the target is mainly private enterprise owners. The goal is to push inventory into the hands of these owners.
**Methods:**
1. Group purchase is the channel with the least standardized model and the least replicable, as it's a people-oriented business, so it requires judgment based on region and relationships. Some prefer direct approaches, while others require subtlety. The manufacturer's role is to cover the distributor's development costs, i.e., gifts and tasting events (or other contact expenses); the distributor's role is to flexibly communicate the manufacturer's policies according to market conditions.
2. The main activity format is to carefully sort group purchase units and determine tiered rewards based on their purchase volume. For example, 5 cases get an iPad, 10 cases get an iPhone, stimulating group purchase customers to buy in bulk, which naturally drives sell-through during the New Year period. Gold, travel, and electronic products are the most common and effective promotional items for Spring Festival.
3. Pay high attention to the purchasing power of small private enterprises and township enterprises. They were previously scattered across various channels, but the future trend is that they will become truly influential consumer groups. For example, Shandong Jingzhi successfully launched the Weihai market by designing exclusive customized products for enterprises. Current exclusive customization, with low thresholds offering exclusive products plus factory tours, activates the enthusiasm of small enterprises. Enterprise welfare liquor coupons are also a good marketing method for enterprises. Provide each enterprise with welfare liquor at below-market prices, and also give a 100-yuan liquor coupon to drive secondary sales and create linkage.

**Circulation Battle:**
**Order Meetings + Major Distributor Policies + Comprehensive Coverage: The Decisive Battle for New Year and Spring Festival Promotions**
**Objective:** The key to volume is winning the circulation battle, which is the most important battle of the year; all other battles are preparation for this final showdown.
**Methods:**
**1. Order Meetings**
Order meetings are a powerful double-edged sword: they can quickly create sales scale and lead market atmosphere, but they can also quickly damage prices, leading to a vicious cycle of quenching thirst with poison. In the current environment, order meetings are still a good way for follower brands to grab market cash flow and attack leaders, and a necessary method for leading brands to defend against competitors. Key points for a successful order meeting:
1) Good products and pricing policies remain the highlight.
2) Invite key customers well; for distant customers, even arrange special cars to pick them up.
3) Create a lively atmosphere; a good host and various awards are crucial.
4) For mature brands that want to hold order meetings but are cautious about discounts, learn from Anhui liquor: issue prize vouchers. For every 5 cases, give one voucher; vouchers are pooled for a lottery draw, with prizes ranging from a 10,000-yuan TV to just two bottles of liquor. The draw should be scheduled after the peak season to prevent price undercutting.

**2. Major Distributor Policies: Co-opt Major Distributors**
1) Except for very strong brands, the business rule is that larger purchase scale means lower prices. However, in the market, as long as there are policy differences, merchants with policy advantages often become price killers, forcing market prices to the bottom, leaving most people with no profit—this is a contradiction.
2) Follower brands have no such concerns; they can offer larger policies and exploit market information opacity.
3) Leading brands should try to solidify major distributors to change the current situation of goods flying around between large and small distributors. Gradually control the natural flow of goods, set exclusive territories for each major distributor, differentiate policies for large and small distributors, and gradually fix major distributors to regions by solving part of the costs, forming a manufacturer's regular army and market control alliance, extending the manufacturer's terminal management capability.

**3. Comprehensive Coverage**
1) Divide large regions into smaller grids.
2) Use flexible manufacturer distribution policies to continuously attack terminals without products, achieving high coverage.

**Banquet Battle:**
**Cooperate with Hotels and Allocate Sufficient Resources and Manpower in the Continuously Hot Market**
**Objective:** Mainly target family banquets, wedding banquets, and unit gatherings during the New Year.
**Channels:** Civil affairs bureaus, wedding photo studios, etc., are too indirect and generally ineffective. The best way is still to grasp two major channels: first, banquet-type hotels, which exist in every region; second, large-scale banquet wholesale, which currently often exists in the form of tobacco and liquor stores.
**Methods:**
1. Banquets are the channel that most requires a dedicated team, but currently few enterprises configure a dedicated banquet organization because the banquet process is long, and multi-department coordination is often inefficient.
2. Core banquet hotels are an unavoidable channel for all banquets; establish solid cooperative relationships with hotel booking staff, and some hotels can engage in direct cooperation.
3. Hotel policies mainly involve buy-one-get-one-free on light bottles, supplemented by enterprise-customized large jars.
4. For tobacco and liquor stores, select some outlets with banquet policies: buy one bottle, get one free, with the free bottle delivered by the enterprise or distributor to the consumer at a specified time and place to avoid price damage. For each referral, reward the tobacco and liquor store several hundred yuan.
5. During the Spring Festival, year-end banquets and tail-end feasts in each region are still excellent platforms for brand communication; enterprises should conduct targeted PR for this channel to ensure positive product reviews.

Currently, market demand is weak, and enterprises must increase investment to protect their market. Moving is better than staying still; actively acting and exploring will help find a way out in adversity. Whether you can grab a piece of this big cake in the 2015 peak season depends on your own abilities. Whoever masters the most effective counter-tactics and the most perfect combat team will be the biggest winner.

Article sourced from: Zhenzhi Society

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