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Free Tasting When a new product enters the market, due to insufficient brand influence and low consumer awareness, companies hope to quickly build brand influence and stimulate trial purchases. They often produce small sample bottles (typically 125ml) for free tasting. Additionally, to cultivate opinion leaders, they may host tasting events and give away main products, usually two bottles per person. Some also organize roadshows combining tasting with buy-give promotions, common for mid-to-low-end spirits.
Coupon Distribution Some manufacturers print colorful coupons to stimulate proactive purchases or trial consumption. These coupons state the campaign deadline, eligible products, buy-give terms, and participating outlets. Consumers can redeem them at outlets for "buy one get one free" or two free bottles. Manufacturers reimburse outlets based on collected coupons. Key considerations: coupons must be stamped to control circulation and issued on demand; distribute in dense consumer areas (residential communities, rural markets, temple fairs, commercial stores); choose distribution points carefully; track distribution and redemption rates to adjust strategy; keep campaign duration short (15-20 days per cycle); ensure timely reimbursement to outlets.
Newspaper Media Promotions Regional manufacturers may partner with influential local newspapers for promotions, encouraging consumers to try or buy products by a specified date. Typically, a cut-out coupon is included in the ad; consumers can redeem it at outlets for a free tasting bottle or a discount/cash offset on purchase. Manufacturers reimburse outlets based on cut-outs, also gauging the promotion's feedback rate.
Price Discounts Price discounts are a key tool to attract purchases, applied as direct discounts (lowering price) or indirect discounts (same price, more product). Direct discounts are sensitive and can cause market fluctuations; indirect discounts are a disguised price cut with a psychological buffer. Advantages: quick effect, short-term sales boost, increased purchase quantity, strong consumer impact, effective against competitors, popular with intermediaries and sales staff. Disadvantages: no long-term growth, hard to restore prices, hurts profits, prolonged discounts damage brand image, reduce brand loyalty, limited new customer attraction, and may trigger price wars or competitor retaliation.
Buy-Give Activities Consumers receive coupons, gifts, small bottles, cigarettes, or buy-one-get-one offers to stimulate purchases and build preference. However, this can lead to promotion dependency or fatigue, so it's essential to pair with a meaningful theme. For example, Taibai's "Drink Big Move, Play Golf" added value. Anhui's "Everlasting Friendship, Fine Wine for Friends" campaign in Hefei, Bengbu, Lu'an, etc., allowed consumers to fill a card for a distant friend, and the company delivered a bottle within a week. Sichuan Luzhou Chun encountered a situation where Carrefour and other hypermarkets had low sales, forcing a clearance. The company launched a "buy one get one free (same product)" campaign, which surprisingly boosted sales dramatically, even with consumers asking for the "buy one get one" wine by name. For wedding banquets, buying a certain amount could include wedding car, sedan chair, refrigerator, TV, etc. For升学宴 (graduation banquets), gifts included phones, computers, luggage, and tickets. However, with the proliferation of promotional gifts, consumers become numb; companies must choose gifts with perceived value beyond the price, such as collectible, commemorative, or novel items (e.g., artistic gourds, swords, puppets, Fuwa, Expo commemorative badges).
In-Box Prizes In-box prizes are a common consumer pull tactic for baijiu. One method is scratch cards inside the box/cap, listing prizes like wine tickets, cigarettes, cash, foreign currency, precious metals, souvenirs, or travel. Scratch cards require clear consumer communication and market supervision to prevent terminal interception. Use big jackpots and 100% win rates to sustain interest. Another method is placing physical prizes directly in the box, such as cash (USD, HKD, including "smash golden eggs") or items like lighters, keychains. This relies on novelty or small incentives. Advantages: short-term stimulation; disadvantages: easy to detect, leading to buyout bans or interception by hotel owners/managers. Companies must adapt to local preferences and ensure supervision to prevent prize interception. Choose novel, attractive prizes that aren't perishable or fragile to avoid damaging brand perception.
Points Redemption Points can be accumulated by purchase quantity or collecting proofs (e.g., bottle caps). The former is more versatile; the latter is product-specific. Points promotions suit high-volume products where consumers have sufficient demand to trigger impulse buying. They require a time cycle, so they're ideal for products with short consumption cycles, high purchase frequency, and large quantities (e.g., mid-to-low-end spirits, beer). Key factors: attractive prizes, easy participation, and convenient redemption; otherwise, effectiveness drops.
Corkage Fee Common in mid-range baijiu at restaurants, manufacturers pay a fee (5 to dozens of yuan) per bottle recommended, based on box or cap collection, to motivate waitstaff or in-house promoters.
Lucky Draw Draw promotions exploit the desire for windfall gains. Manufacturers create draw cards or use software for on-site draws at outlets to induce impulse purchases and award prizes immediately. Forms include single, multiple, quiz-based, game-based, or linked draws. Hebei Weidaofu's "Lucky Grab" brought welfare lottery into hotels, enhancing participation and transparency. Shanzhuang Laojiu's "Smash Golden Eggs" in Shijiazhuang brought Li Yong-style entertainment into hotels.
Chain Promotions Chain promotions encourage repeat purchases through cumulative rewards beyond single purchases. Examples: empty bottle/box exchange (collect a set number for a free bottle or prize), or card collection (collect specified cards for prizes). For instance, Shibafangju's "18 Reward" in Shijiazhuang (Nov 2005-Jan 2006) combined buy-give with a grand prize draw, offering two levels of rewards.
Prize Contests Manufacturers design Q&A about the company and products for on-site contests to promote brand awareness. Prizes are often physical items or free trips. Contests may be held via TV game shows, distributing products during the program.
Sponsorship Activities Sponsor events for special groups or occasions (e.g., Party Day, Army Day, Teachers' Day, Journalists' Day, Party Congresses) to let target consumers taste the product, become opinion leaders, and spread word-of-mouth. Also sponsor free tastings at store openings, factory inaugurations, anniversaries, weddings, and conferences.
Dedicated Promoters Employ dedicated promoters to directly communicate with target consumers, using oral advocacy to promote the product and brand. Key: develop professional scripts highlighting selling points, brand messages, and train promoters in sales skills and adaptability.
Hidden Promotions Due to intense terminal competition, companies may buy out hotels, but controlling all staff is challenging. Hidden promotions target various stakeholders—owners, managers, waitstaff, bartenders, even competitor promoters—through targeted PR to align them with your brand, boosting sales and brand promotion.
Insider Organization Make product concepts actionable. The insider opinion leader should be a regular customer; consider hiring them as a consultant with a budget. For example, in A-level stores, allocate 3,000 yuan per store: 1,000 yuan in gifts at entry, 500 yuan monthly consultant fee, then adjust. Prepay fees but require them to complete specified purchases. Operate by sending wine to their workplace, then consuming it at the store to create a leadership effect, coordinating with brand promoters.
Joint Promotions Many companies focus on their own interests, leading to failed campaigns. Consider hotel acceptance, cooperation, and mutual benefit. Examples: 1) Joint chef competitions; 2) Consumer discounts: 10% off meal with 1 bottle, 20% off with 3+ bottles; within 3 months, 10 bottles earns a silver card (8.5折), 30 bottles a gold card (7折); 3) Joint promotions with nightclubs, bars, KTVs, as diners may visit these venues; 4) Joint promotions with hotels during special holidays (Dragon Boat, Father's Day, Mother's Day, Valentine's, Mid-Autumn, Christmas, Spring Festival).
Thematic Promotions In a brand's early stages, inject thematic, explosive promotional concepts and sustain them to create "trending topics" that stimulate consumer enthusiasm. Consumers, distributors, and media are drawn to hot topics, and word-of-mouth strengthens the brand, creating a virtuous cycle. Examples: "Smash Golden Eggs," "Visit Expo," "Decode for Prizes," "Win a Computer."
Roadshow Activities Roadshows are outdoor exhibitions with interactive games, product introductions, free tastings, buy-give offers, and on-site draws to promote the brand. Atmosphere is critical; any oversight can reduce effectiveness. Preparation checklist:
Contact host and performers, confirm the flow and program, and brief the host to weave in themes, brand elements, and product info (e.g., Q&A).
Arrange venue and coordinate with local authorities (industry and commerce, urban management); if at a mall entrance, have mall staff communicate.
Check weather forecasts; cancel or postpone if severe.
Train staff two days prior, assign roles (e.g., photographers, videographers) and keep flexibility.
Prepare materials: arches, banners, posters, flags, stage backdrop, sound, microphones, umbrellas, leaflets, display boards, small gifts, promotional items, policies, and product displays.
Inspect venue two days ahead; assemble stage and set up materials a day before or early on the day.
For large or long-running events, arrange local media ads to support. Combine tactics: during performances, include interactive games, Q&A, magic to engage audiences. Some activities may not suit all street venues; adapt to local personalities to avoid awkwardness (e.g., karaoke contests in residential areas, performances at mall entrances).
Event Marketing Event marketing involves planning, organizing, and leveraging events or people with celebrity appeal, news value, or social impact to attract media, organizations, and consumers, enhancing brand awareness and reputation, and ultimately driving sales. Examples: celebrity meet-and-greets, expert lectures, tours, seminars, unveilings, cultural forums, charity events (sponsoring needy students, elderly). Advantages: high attention, good for brand communication. Disadvantages: high cost and opportunistic nature.
Experiential Promotions Invite key customers and consumers to tour the factory or distinctive facilities, letting them experience the product's and brand's features and value. This fosters appreciation for the company's culture, closeness, and loyalty, turning them into advocates and building the brand image.
Embedded Promotions Embed brand image and slogans into consumer consumption processes. For example, buying 10 cases for a wedding provides a business car for the bridal procession; buying 5 cases for a birthday party includes a birthday cake. All materials must carry brand elements to effectively promote the brand.
Government PR Examples like Kouzijiao's "plate-in-plate" and "trunk" models target government leaders as key PR targets. Government officials are opinion leaders; winning them over simplifies future work. Sponsor government meeting wines to influence them.
Membership Marketing Consumer membership systems focus on building a consumer database, analyzing data, and conducting "one-to-one" marketing to provide personalized products and services. It's a marketing strategy, not just a tactic. For effective promotions, provide genuine value to members; otherwise, the system fades. Many companies fail by offering minimal benefits over regular consumers.
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