---
title: "High-Line Bare Bottle Liquor: How to Quickly Scale Up in the Market?"
description: "The rise of high-line bare bottle liquor is driven by consumption upgrades, changing consumer awareness, easy access to information, and intense industry competition. This article shares strategies for the 50-100 yuan price segment, focusing on building terminal channel systems, shaping consumer cognition, assembling a versatile team, and executing sustained marketing activities."
author: "朱朝阳"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2022-10-26"
language: "en"
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# High-Line Bare Bottle Liquor: How to Quickly Scale Up in the Market?

> The rise of high-line bare bottle liquor is driven by consumption upgrades, changing consumer awareness, easy access to information, and intense industry competition. This article shares strategies for the 50-100 yuan price segment, focusing on building terminal channel systems, shaping consumer cognition, assembling a versatile team, and executing sustained marketing activities.

The rise of high-line bare bottle liquor depends on consumption upgrades, changes in consumer awareness, the convenience of information access, and the intensity of industry competition.
It has educated consumers on how to choose a high-quality Baijiu, and veteran drinkers have basically been cultivated into expert consumers by various brands.
There is no clear definition of high-line bare bottle liquor; what is shared here mainly focuses on the playbook for bare bottle liquor in the 50-100 yuan price range.
As for bare bottle liquors priced at several hundred or even a thousand yuan per bottle, they are just wearing the cloak of bare bottle liquor. As for what the brand owners intend to do, readers can use their imagination.
To catch fish, think like a fish. Only by deeply understanding consumers and insight into their needs can we make consumers willing to try and buy, repeatedly purchase, and form consumption preferences.
Who are our consumers? What are the consumption scenarios? What are the purchase reasons? Where are the consumers' venues? What influences consumption decisions?
These are core questions; the questions themselves are the answers.
Consumers of high-line bare bottle liquor have a certain ability to self-identify information, trust their own choices, are veteran drinkers, seek cost-effectiveness, and consider themselves insiders when drinking high-line bare bottle liquor.
It is a personal daily drink for informal occasions, used for casual gatherings with familiar friends, colleagues, and family.
The reason for purchase is high cost-performance, good quality, smooth and comfortable drinking experience, and after consumption, they don't feel losing face; instead, they feel like an insider who knows liquor.
**How to quickly scale up in the market?**
**01**
**Building a System of Commanding-Height Terminal Channels**
Absolute density achieves absolute sales; without terminal density, talking about sales is just nonsense.
However, in the early stage of market entry for high-line bare bottle liquor, more emphasis is placed on seizing commanding-height terminals. If you don't blow up the bunker, a full-scale attack will only result in sacrifices.
Commanding heights are places where the target group gathers for drinking. Only by occupying commanding heights can you reach high-energy target groups.
The place and position where the product appears are easily strongly associated with the brand's value status in consumers' minds. Internet-famous restaurants, specialty restaurants, image restaurants, and high-traffic restaurants should be targeted with a one-store-one-strategy approach as soon as possible.
At commanding-height terminals, create a booming sales atmosphere and a brand illusion of hot sales. The atmosphere creation should be tailored to the store's own characteristics, integrate into the store, and add value to the terminal.
Before high-line bare bottle liquor forms a certain booming atmosphere in the regional market, do not distribute widely. Premature or excessive pursuit of terminal density will lead to total failure.
Terminal activation for high-line bare bottle liquor involves, first, consumer promotion for the terminal.
For example, internet-famous food store visits; second, around the terminal, create linkage and resonance between terminals, such as specialty dish selection.
**02**
**Rapidly Shaping the Formation of Consumer Cognitive System**
Cognition enables transactions; the higher the transaction frequency, the stronger the relationship stickiness. Experts in brand consulting usually use highly recognizable symbols and a differentiated advertising slogan.
Through continuous repeated advertising or buying traffic, they strengthen consumers' memory of the brand and form consumer cognition of the brand.
Once the consumer cognitive system is formed and becomes the default option in consumers' minds, the brand benefits for life, becoming an expert brand, and consumer cognition will not easily change.
However, with the flood of information and the convenience of access, media fragmentation, consumers are increasingly less influenced by brainwashing-style ads and are more willing to accept their own experiential judgment and decisions.
How to quickly establish consumer cognition through marketing means?
**1. Create clearly perceptible experiential features.**
Nongfu Spring is a little sweet; sweetness is a perceptible taste experience. Through the perception of sweetness,
it implies good water quality, good water source, no pollution, natural formation. In consumers' cognition, only natural mountain spring water is sweet.
Dove Chocolate's slogan is "Enjoy the silky smoothness," which can evoke beautiful imaginations about Dove Chocolate, thereby stimulating purchase desire, using an emotional appeal approach.
It emphasizes the delicate texture of chocolate. More specifically, the texture of chocolate comes from the size and shape of cocoa powder; the smaller the particles, the finer and smoother the texture.
For good sauce-flavor liquor, during tasting, brand owners often emphasize a burnt aroma.
A directly related saying is the smell of pickled vegetables; without this smell, it is not good sauce liquor. By setting a taste barrier through sensory experience, competitiveness is formed.
Half of the taste comes from the heart. Creating significant perceptible features helps form cognitive memory points.
**2. Visualized scene props or IP or peripheral products.**
In the Baijiu industry, it is common to place raw material bottles at terminal scenes to imply pure grain brewing. Some distilleries, to highlight their old cellars, use the cellar pit excavated at the time as a prop on the terminal or tea table, emphasizing the age of the cellar and the long brewing time.
Peripheral products accelerate the penetration of brand communication, expand the communication audience, and are more likely to attract consumers' liking.
These methods and means avoid self-congratulatory promotion. Consumers like to discover brands like treasure hunting. IP itself carries traffic, can attract consumers' attention, cause topics, resonate with consumers, and achieve communication.
Scene props or IP should be combined with the brand's tone, and at the same time, highlight or express the characteristics of the brand or product.
It is best to have a story; stories have strong penetration and easily become conversation topics for consumers.
**3. Fun and topical tasting play.**
Drinking itself is a way to relax. If some interesting play is added to the drinking method, consumers' experience will be deeper: one experience, a lifetime memory.
For example, a certain brand's drinking method combined with the "depth charge" play has been imitated by many. The play is a kind of showing off and a topic of conversation.
When drinking Moutai, people like to knock off the bottle mouth and dip their cigarettes in the last few drops that cannot be poured out. This play was discovered by China Tobacco Guizhou, which developed a cigarette.
Users increasingly like brands that understand them better. Brand consumption not only needs to solve consumers' functional needs but also bring entertainment and psychological pleasure.
**03**
**An Air Force, Army, and Special Forces Team**
What is the Air Force and Marine Corps? With changes in the marketing and communication environment, the skills of sales personnel must also change; they must be able to go up to the sky and down to the earth.
Offline, they can do; online, they can shout. Offline makes sales; online makes voice.
Going up to the sky refers to using internet tools for communication, managing WeChat Moments, building personal IP, establishing, operating, and maintaining communities, shooting short videos, and interacting online with terminals and users.
Going down to the earth refers to following the designated routes, completing the development of terminal outlets, establishing and maintaining terminal relationships, activating terminals, regular terminal visits (terminal scene construction, display placement), and executing daily promotional activities.
Without an efficient, hard-working team, even if you win, you cannot hold it.
Terminal channel management is the management of the business team, with standardized business actions (eight steps for terminal development) and four steps for relationship upgrade.
Holding morning meetings, weekly meetings, and monthly meetings, daily reviews, process-oriented execution, and scientific and effective management (fixed personnel, fixed routes, fixed vehicles, fixed areas), etc.
**04**
**Sustained Strong Marketing Activities**
Public relations activities build the brand, advertising maintains the brand, and sustained strong marketing activities keep the brand hot and continuously topical.
There should be annual theme activities + phased theme activities. The purpose of theme activities is to get consumers involved and form market momentum.
Only by creating huge brand momentum can you attract consumers' attention and create popularity.
Theme activities are also easy to spread. When mentioning Snow Beer, people easily think of the "Brave the World" theme activity;
when mentioning Meijian, it is easy to think of "Night Banquet"; when mentioning Guojiao 1573, people think of "Seven-Star Feast"; when mentioning Shuijingfang, people think of "One Seat."
Theme marketing activities can spread the brand well, let consumers participate, interact better, and shorten the distance between the brand and consumers.
Sustained strong marketing activities can quickly heat up brand popularity. Consumers are naturally forgetful; strong marketing activities strengthen memory and increase experience.
Marketing activities must be sustained. If the market is not burned to 100 degrees, even 99 degrees is a waste. The form and scale of theme marketing activities must be large; big is momentum.
Supporting publicity must be in place. In addition, it should match the characteristics of the target group. Theme activities are best combined with emotional * brand appeal, which is more likely to resonate.
**05**
**A Social Media Communication Team That Creates Content**
In today's fragmented media, communication is crucial. Marketing is communication, and communication is content-based. Communication is not a one-way, repetitive loudspeaker style.
Rather, it is a two-way interaction with consumer participation, co-creating content together. Consumers only pay attention to content output they participate in.
Xiaomi has a "sense of participation" three-three principle: three strategies: make explosive products, make fans, make self-media. Three tactics: open participation nodes, design interaction methods, spread word-of-mouth time.
Among them, making self-media is the content strategy. The decentralization of the internet has eliminated authority and information asymmetry.
Making self-media means letting the enterprise itself become an information node on the internet, making information flow faster, flattening the information dissemination structure, and also flattening the internal organizational structure, encouraging and guiding every employee and every user to become a "product spokesperson."
Content operations should follow the idea of "useful, emotional, and interactive." Only send useful information to avoid information overload. Each piece of information should have personalized emotional output, and guide users to participate in interaction step by step, share, and spread.
**06**
**Marketing Digitalization, BC Integration**
Originally, online and offline were separated, and channels and users were fragmented.
With the development of internet technology, it is possible to achieve online-offline integration through one-code-per-item or mini-programs, linking channels and users for interaction.
Achieve channel online, user data, and business informatization.
"Channel online" makes inventory and channel logistics information visible in real-time.
"User data" allows users to truly perceive corporate culture and products, better understand consumer needs, and provide rapid feedback.
The main sales channels for Baijiu are traditional offline channels. With marketing digitalization and BC integration, products can connect to C-end through B-end, and activate B-end through C-end.
Reasonable control of distribution and profit sharing can effectively and reasonably solve the interest distribution across the entire channel chain of brand owners, channel distributors, terminals, and users, better handling channel relationships and user operations.
Marketing digitalization can improve channel efficiency, precise investment of expenses, effective channel management, and at the same time, achieve deeper user operations and more convenient interaction with users.
Market growth cannot be achieved from a single dimension; it requires systematic operation. Strategy * Organization * Tactics form a gear effect, jointly promoting market progress.
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