---
title: "How Do New Small-Bottle Liquor Brands Operate in the Market?"
description: "This article outlines strategies for new small-bottle liquor brands to enter and succeed in regional markets, focusing on market selection, distributor choice, market breakthrough, extension, channel development, core store creation, and terminal maintenance, using Hunan as a key example."
author: "杨叶护"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2015-11-07"
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# How Do New Small-Bottle Liquor Brands Operate in the Market?

> This article outlines strategies for new small-bottle liquor brands to enter and succeed in regional markets, focusing on market selection, distributor choice, market breakthrough, extension, channel development, core store creation, and terminal maintenance, using Hunan as a key example.

一. Market Selection: Looking at several major small-bottle liquor brands such as Jingjiu, Wazuilang, Jiuzhongjiuba, Qinghe Xiaoju, Site Xiaokoubei, and the rising trend brand "Jiangxiaobai," their main markets are primarily in Hunan, Hubei, Chongqing, Sichuan, and Guizhou, with Hunan being the most crucial. As industry insiders say: "He who wins Hunan wins the small-bottle liquor market; he who wins northwestern Hunan (Jishou, Zhangjiajie, Changde, Yueyang) wins Hunan."

二. Distributor Selection:
1. Prioritize merchants with good terminal channels. For example, local best-selling beer distributors have high-quality and complete catering terminals and large circulation channels. Leverage their beer sales channels by adopting a bundled sales approach of buying beer and getting small-bottle liquor free, or vice versa, to quickly distribute products to the market, thereby achieving a short-term increase in market share and laying a solid foundation for subsequent work.
2. FMCG merchants such as those handling JDB (Jiaduobao).
3. Health liquor distributors like Jingjiu, who have very strong catering channels, but due to product profit margins and positioning, they need one or two other small-bottle liquors to complete their product portfolio and reduce operational costs.
4. Distributors operating mid-to-low-end liquor products or local regional liquors. They also have certain terminal outlets.
5. Professional distributors and second-tier wholesalers operating in catering channels. Utilize the advantages of high profit margins and low entry barriers of second- and third-tier products to work with these second-tier and distributors who lack brand distribution rights but have quality channels.
6. Merchants currently representing or operating small-bottle liquor.

三. Market Breakthrough:
Market breakthrough should follow the principle of "easy first, difficult later; county first, then prefecture-level city, then provincial capital." Taking Hunan as an example: a county market for a small-bottle liquor brand can have a capacity of 3-5 million yuan, and a prefecture-level city can have 20-30 million yuan. However, in the early stage when a new brand lacks manpower, materials, and financial resources, it is impossible to develop an entire prefecture-level market at once. Instead, create a strong model county or a model district within a city to drive product sales and brand awareness. Through active operation of the model market, establish high brand awareness and reputation to influence surrounding county markets. For example, in the Hunan market, Qinghe Xiaoju used Huarong as a breakthrough point, gradually influencing and developing Anxiang and Nanxian, eventually reaching Yueyang. Today's results tell us that this method of easy first, difficult later, adapting to local conditions, is very correct.

四. Market Extension:
We have already discussed the driving role of market demonstration. How to effectively and maximally utilize the role of models? Successful cases of Xiaolangjiu and Jiangxiaobai tell us: effectively utilizing marginal utility is an effective way for rapid extension and expansion of small-bottle liquor markets. For example, in Chengdu, Sichuan, the Jiangxiaobai market, being close to Jiangxiaobai's direct-operated core market in Chongqing, was influenced by it and developed rapidly. Similarly, in the northwestern Hunan market for Xiaolangjiu: Xiaolangjiu first made strong investments and promotions in the Jishou market, creating a model sales market for brand in western Hunan, fostering a strong atmosphere for drinking Wazuijiu, thereby influencing Zhangjiajie and Changde. Changde, as the gateway to western Hunan, influenced by the atmosphere of western Hunan, saw Xiaolangjiu sales rise sharply to become the first brand. Yueyang, adjacent to Changde, also formed a good sales trend for Xiaolangjiu, thus becoming the first brand. Numerous cases tell us that creating a model sales market for small-bottle liquor and influencing marginal markets through the model market is the development direction for new brands to build regional brands.

五. Channel Selection and Development:
The primary channel for small-bottle liquor is the catering channel, especially B and C class restaurants, followed by tobacco and grocery stores, and second-tier wholesalers. Catering outlets must be penetrated forcefully, with phased promotional activities to promote and cultivate consumer taste and drive consumption. Second- and third-tier new brands should not rashly operate circulation channels before the catering channel in the regional market is mature. Taking Huaze's "Wubi" as an example: when "Wubi" entered the market, it first conducted comprehensive distribution in B and C class restaurants on key catering streets in the main urban area (direct supply by distributors). To force entry, the distribution policy included free gifts and account-opening rewards: C-class stores got half a case, B-class stores got one case, free for three consecutive months, requiring more than six display faces. Second- and third-tier brand Qinghe Xiaoju, operating in the Changde market, to efficiently open stores, set display account-opening rewards: displaying more than ten bottles gives four bottles of the product, only requiring in-store display, not quantity, with later pull promotions. Distribution follows the principle of easy first, difficult later, and during distribution, publicize the bottle cap recovery of 2 yuan per cap to every waiter, and convey the exchange of one outer box for one bottle of liquor to the boss. For restaurants where small-bottle liquor sells well but the boss is stubborn and unwilling to stock, directly give half a case or one case, if not once, then twice, until the boss pays cash for goods. For stores requiring exclusive events or entry fees, temporarily give up entering, while doing a good job of creating atmosphere around the restaurant, so that when consumers want to drink this brand, the boss will stock it. In county markets, within the first month of distribution, reach 100 to 150 catering terminal outlets, with more than two salespeople and one driver; in prefecture-level urban areas, reach 200-300 catering terminal outlets in the first month, with three or four salespeople and one driver.

六. Core Model Stores and Model Streets:
In county markets, select twenty restaurants (in prefecture-level urban areas, select fifty in one district) with good customer relations, good locations, and good business to create model stores, fostering an atmosphere of drinking XX small-bottle liquor. Through model stores, form model streets, connecting points into lines, lines into surfaces, fighting a war of attrition or alley warfare, gradually consuming the entire market to become a regional best-selling leading brand. Invest 80% of resources into the 20% core stores that generate 80% of sales for advertising, brand pull, and product promotion.
1. Advertising: Use all means to replace storefront signs with brand image signs; add or replace outdoor signs, in-store decoration ads, menus, KT boards, tissue boxes, lighters, promotional pens, toothpick holders, etc.
2. Brand Pull: Rewards for golden position displays, cumulative sales displays, rewards for store table displays (two bottles per table, monthly reward), buy N cases get X cases free; for second-tier wholesalers and distributors, cumulative X cases, rebate X yuan per case.
3. Product Promotion: WeChat or Weibo photo sharing with 5 friends gets a free bottle; restaurant consumption of 100 yuan gets 1 bottle; scratch card for another bottle of this product (or a bottle of JDB or other beverage); free tasting and gifts to create consumption atmosphere. Terminal promotions are diverse; must adapt to local conditions and develop a promotion plan suitable for the market. There is no best plan, only the most suitable one.

七. Subsequent Terminal Maintenance:
For small-bottle liquor, comprehensive good service and customer relationship maintenance by sales personnel to terminal customers are also key to success.
1. The company formulates efficient route maintenance maps, and sales personnel conduct periodic diligent visits and maintenance according to routes.
2. Salespeople must achieve "three diligences": Diligent feet: visit catering terminals more to maintain customer relations, understand trends of this product and competitors, strengthen relationships with bosses and waitstaff; Diligent hands: adjust product display positions and shapes, KT boards or other promotional material positions, help store staff; Diligent eyes: observe competitors' activities, product display settings, promotional plans, and all situations of own products at terminals, report to superiors promptly.
3. While maintaining terminals, strengthen network market coverage, timely delivery, and unified price management.
4. Publicize brand culture and product sales confidence to merchants and waitstaff. Care more about store owners, adjust to their needs promptly, and give them full confidence to sell our products. During street-sweeping visits, strengthen publicity of bottle cap fees to waitstaff and redeem them promptly within a few days; promotional items for store owners or waitstaff must be delivered in time; after customer relations are in place, promptly adjust products to golden display positions; institutionalize terminal customer relationship maintenance. Taking Jingjiu as an example: they have developed complete operating procedures for terminal sales personnel, with strict behavioral norms and assessment standards, resulting in steady increases in terminal sales.

**-END-**

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