---
title: "Launching Baijiu Products into the Market: Tear, Attack, Outflank, Guerrilla, and Sneak Attack Strategies"
description: "Launching a new baijiu product is the first step in the 'marketing Long March.' However, in the various market levels and price segments of the baijiu industry, brands and products abound. Most new product launches rely on 'spiritual victory' methods, blindly trusting brand segmentation, brand concepts, trademark associations, channel blitzes, or terminal promotions. Yet upon entering the market, they become surrounded, resulting in low survival and marketing success rates. To succeed, we must first clearly define the types and connotations of 'new products' and then employ strategic approaches such as tearing, attacking, outflanking, guerrilla tactics, and sneak attacks."
author: "何足奇"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2015-06-17"
language: "en"
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original_source: "https://mp.weixin.qq.com/s/VYF0EAQePkNCjhaVP9F6Bw"
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# Launching Baijiu Products into the Market: Tear, Attack, Outflank, Guerrilla, and Sneak Attack Strategies

> Launching a new baijiu product is the first step in the 'marketing Long March.' However, in the various market levels and price segments of the baijiu industry, brands and products abound. Most new product launches rely on 'spiritual victory' methods, blindly trusting brand segmentation, brand concepts, trademark associations, channel blitzes, or terminal promotions. Yet upon entering the market, they become surrounded, resulting in low survival and marketing success rates. To succeed, we must first clearly define the types and connotations of 'new products' and then employ strategic approaches such as tearing, attacking, outflanking, guerrilla tactics, and sneak attacks.

Launching a new baijiu product is the first step in the 'marketing Long March.' However, in the various market levels and price segments of the baijiu industry, brands and products abound. Most new product launches rely on 'spiritual victory' methods, blindly trusting so-called 'brand segmentation,' 'brand concepts,' 'trademark associations,' 'channel blitzes,' or 'terminal promotions.' Yet upon entering the market, they become surrounded, resulting in low survival rates and low marketing success rates.

When launching a new product, we must first clearly define the types and connotations of 'new products.'

1. **'New bottle, old wine' type**: Brand name, trademark, and packaging are updated, but the core quality of the product remains unchanged. This is the common strategy for most baijiu 'new products' and 'new brands,' and it is also the most failed 'new product development' strategy.

2. **'Brand proliferation' type**: Development of sub-brands, child brands, product brands, or extended brands, aiming to expand market share, perfect the product line's maximum width and depth, and occupy channel and terminal space.

3. **'Concept packaging' type**: Using various new concepts, mixed concepts, or 'segmentation' and 'cultural connotation' appeals to give new products a different 'value connotation' from the conventional.

4. **'Competition-driven' type**: Products launched due to competitive pressure, channel pressure, or cost pressure, often lacking clear strategic direction, product propositions, and brand value.

5. **'Category breakthrough' type**: Creating new varieties and categories from traditional baijiu's homogenized quality, processes, and flavors, forming new market spaces and creating new competitive landscapes.

In the baijiu market, the main strategies and conventional routines for new product launches, depending on enterprise strength, resources, and market foundation, typically include the following 'moves' frequently used in marketing planning and 'brand building':

1. **Sugar and wine fair recruitment**: Using trade fairs to exhibit, negotiate, advertise, and compete on product benefits to gain recognition from regional distributors and achieve market entry.

2. **Repeated development of existing channels and terminals**: Updating products in existing regional markets, with distributors, channels, and terminals, combining new market competition and consumer demand states to achieve 'coverage' or repeated development for market entry.

3. **Scattered guerrilla entry**: Using various recruitment, market expansion, and business cooperation methods, combined with guerrilla activities in the market, cooperating one by one, developing markets and product growth overall, but it is difficult to form a comprehensive situation in tough market expansion.

4. **'Model market' terminal assault**: Using intensive cultivation of regional model markets to gain 'point' advantages in the region. However, due to the low brand entry barriers in the baijiu industry and market, the 'model effect' rarely forms a radiation effect. (Model radiation is more suitable for new products with unique functions or technologies.)

5. **Flashy regional 'planning' and 'hype' entry**: Using various conventional and unconventional, gimmicky, short-term predatory hype and planning schemes to achieve market entry. Most brands are 'praised but not patronized,' or 'neither praised nor patronized,' such as the market entry plans for Chishui River, Lifan Liquor, and other new products.

These new product launch strategies, no matter how much hype or publicity, still offer little opportunity and space for new product growth in the baijiu market. Why? The fundamental reason lies in the lack of 'value' in new baijiu products, vague brand and marketing strategies, and the failure to start from 'brand value,' 'brand positioning differentiation,' and 'category creation' strategic directions, thus falling into the trap of homogenization and low-level competition.

It is no exaggeration to compare launching a baijiu product to a 'battle.' Facing a 'battle,' one must deploy strategies and tactics, from targeting 'opponents,' target markets, 'force' investment, 'logistics support,' offensive, defensive, and retreat 'fortifications' and 'barriers,' as well as tactical designs under various conditions, then implement strategic and tactical principles in 'execution.' According to the 'laws of war,' the basic principles that new product launches must follow are:

1. Concentrate superior communication and promotion resources on a single point, conducting a carpet-bombing new product communication offensive.

2. Brands with resource advantages must attack old brands (or products) or substitute brands and products with overwhelming force.

3. If absolute advantage is not possible, create relative advantages locally or at strategically chosen locations, flexibly forming a relative 'strength' for the new product.

4. Implement differentiated value propositions, product and brand claims, breaking away from homogenized markets and homogenized marketing models.

5. Implement 'category' innovation and creation strategies, segmenting consumer markets with 'new categories,' and driving similar products and brands in the 'new category' to jointly expand the 'market cake.' (See annotations for representative cases 1-5.)

To research 'market entry' from different 'new product' types and plan adaptive, strategic, and practical entry strategies, the following strategic directions can be used for entry planning:

**I. 'Tear' Strategy**

1. Position and segment brand value, tearing open the homogenized market with 'precise and sharp' new value, such as Shuijingfang's 'noble life elements' positioning.

2. New categories tear open the homogenized product market, such as 'Jingjiu' in the 'health liquor' category and 'Jinshili' in the 'healthy liquor' category.

3. Advertising, promotions, pricing, and product features tear open the homogenized market, such as the advertising offensive of 'Qinong' wine breaking into the fruit wine market.

4. Marketing models tear open the homogenized market, such as 'Kouzijiao's' terminal marketing model and 'Wuliangchun's' tobacco network marketing.

**II. 'Attack' Strategy**

1. Attack the markets of old products and brands, denying and innovating one's own products and brands, creating new market value and performance.

2. Attack target markets, concentrating brand and marketing resources on selected regional markets for new product launch attacks.

3. Attack target brands, choosing suitable competitors in target markets and launching targeted attacks.

4. Attack consumer brand perceptions, using consumer psychology and 'positioning' to create new brand perceptions, such as Shuijingfang as a high-end liquor.

**III. 'Outflank' Strategy**

1. Market layout outflanking: from rural to urban, or from urban radiating to rural marketing layouts.

2. Channel network outflanking: from first-tier to second-tier, or from distribution members to general distributors in channel layouts.

3. Terminal network outflanking: laying out terminal occupancy rates and terminal visibility levels from different terminal categories.

4. Outflanking competitor brands and products: using multi-series products or targeted brand value propositions to lay out new product entry.

**IV. 'Encirclement' Strategy**

1. Target market encirclement: promoting new products around the target market to form an 'encirclement,' such as 'Xiaojiaolou's' Chengdu market promotion.

2. Target channel encirclement: laying out marketing networks from core channel distribution and branch networks.

3. Terminal encirclement: encircling from some terminals toward target terminals.

4. Advertising and promotion encirclement: using follow-up advertising and promotions, highlighting unique product benefits to encircle.

**V. 'Guerrilla' Strategy**

1. Guerrilla attacks on competitor consumer perceptions: using responsive and competitive claims to launch guerrilla attacks on opponents' brand perceptions.

2. Regional market guerrilla: breaking through all market opportunity points to form a 'guerrilla momentum.'

3. Channel and terminal guerrilla: setting up scattered points in channels and terminals to obtain sampling opportunities at low cost.

4. Advertising and promotion guerrilla: implementing different advertising and promotion investments and execution strategies in opportunity, brand, and strategic markets.

**VI. 'Sneak Attack' Strategy**

1. Sneak attacks on competitor brand value and product benefit weaknesses: seizing on opponents' 'flaws' or 'loopholes' in claims, or inherent weaknesses in brands or products, to launch 'claim' and 'positioning' sneak attacks that opponents cannot counter.

2. Channel and terminal sneak attacks: using creative channels and terminals to gain opponents' channel and terminal advantages.

3. Promotion and advertising sneak attacks: using creative advertising and promotions to carve up opponents' consumer groups.

4. Sneak attacks on competitors' strongest core markets: seizing the moment when opponents are off guard, riding the coattails of the strongest, the 'second-child strategy.'

In practical application, new products can flexibly combine and apply various strategies and tactics according to actual competitive conditions.

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