Last year, the total output of alcohol in China reached 3 1.97 million tons. In 2005, the liquor industry in China will continue to maintain a steady growth trend, and the industrial structure of the liquor industry will continue to improve, developing towards scale, industrialization and collectivization. The specific performance is the following major trends.

(1) The brand management trend is obvious.

Although branding has been the idea of the whole market for many years, there are not many liquor companies that really form brand effect. With the increasingly fierce competition in China liquor market, especially the frequent attacks of advertising, public relations promotion, cultural marketing and other market means, the phenomenon of "named consumption" in China liquor market has become more and more common, and large enterprises with real brands have also earned significant market advantages and profit returns from it, such as well-known liquor trademarks recognized by the state, such as Maotai, Wuliangye, Jiannanchun, LU ZHOU LAO JIAO CO.,LTD and Gujinggong.

Not only large enterprises, but also more and more small and medium-sized or local enterprises are clearly aware that the customer loyalty brought by brand effect can not only ensure market share and create competitive advantages, but also often exceed the benefits brought by "expanding production scale and reducing unit cost". In 2005, brand will increasingly become a sharp weapon for liquor enterprises to win competitive advantage.

(2) Foreign brands promote fierce competition.

After 2005, the penetration of foreign brands and capital in China liquor market will increase, and multinational liquor giants will follow the operation mode of foreign brands in other industries entering China market, further penetrate and gradually occupy China market.

On the surface, it has accelerated the cultivation of its brand quality identity and brand affinity, thus intensifying the more intense competition in the liquor industry.

Internally, after the tariff reduction of liquor industry, the real challenge brought by the influx of foreign brands into the market by virtue of their capital advantages is to directly change from "merger and acquisition holding" to "equity penetration" and carry out capital penetration.

(3) The influence of low-grade liquor in the region has been improved.

Due to the influence of channels, prices, consumption habits and emotional factors, local famous wines have gradually become the main body of liquor consumption. Especially due to the advantages of local liquor in regional culture, hometown concept and other emotional consumption, the sales trend of local liquor will continue to be prosperous in 2005.

In the past two years, the overall price of high-end liquor has not changed much, while the competition of low-end liquor has become increasingly fierce, and "price wars" are even more common. This cruel killing has also led to the low-grade real estate liquor enterprises constantly launching new products with different selling points in various regional markets in order to maintain profits, which directly promoted the gradual strength of real estate liquor forces and made other foreign brands encounter increasing resistance.

(4) The demand for liquor varieties is more rational.

With the formation of healthy consumption consciousness and the improvement of consumption level, as well as the guidance of public opinion from authoritative figures such as food, medical care and the press, the consumption of liquor has gradually returned rationally, and the demand for liquor has turned into a famous wine with health, quality and taste, which has become the first choice for consumers.

The harm of high alcohol and excessive drinking leads to the decrease of consumers' demand for liquor, and the trend of liquor consumption shifting to low alcohol liquor is obvious. In 2004, the consumption proportion of low-alcohol liquor has risen to more than 80%, while the proportion of high-alcohol liquor is less than 20%. From 2005, the variety of liquor will be more abundant, and the high-quality liquor with low alcohol and solid-liquid combination will gradually become the mainstream of the market.

(5) The competition between terminals and channels is becoming increasingly fierce.

Fierce market competition and regional consumption of liquor make "capillary channel" the main trend of liquor marketing, and the marketing focus is bound to sink, so as to strive for regional market and terminal promotion. In 2005, liquor enterprises will increase their marketing efforts in various markets, with more frequent and active promotion activities and more promotion methods.

Secondly, liquor enterprises pay more attention to cultivating loyal customers and improving the added value of products in market operation. Gone are the days when we simply relied on advertisements to "blow" money. Enterprises need to constantly study consumer demand and market segmentation, find their own positioning, and adopt correct marketing strategies and means to meet the functional, emotional and potential needs of target consumers.

Second, the market countermeasures of China liquor enterprises in 2005

For liquor enterprises, changes in the market will inevitably lead to changes in corporate thinking. In my opinion, from 2005 onwards, and even for a long time to come, domestic liquor enterprises, especially small and medium-sized enterprises, may wish to refer to the following suggestions, so as to occupy a place in the fierce liquor market with the strategy of avoiding the real and avoiding the imaginary.

(1) Building a Strong Regional Brand

Due to the particularity, diversity and regionality of the domestic liquor consumption market, there are not many real national brands in the current liquor market, such as Maotai, Wuliangye, Jiannanchun, LU ZHOU LAO JIAO CO.,LTD, etc., plus emerging brands such as Jin Liufu, Fang Shuijing and Jin Jiannan, there are only thousands in the country. Even these national brands, for every regional market, have not really achieved "national mountains and rivers red." This has left a broad market space for many small and medium-sized liquor enterprises in China.

If you can't reach the "Mao Wu Jian Road", then you should try to become the "leading boss" in a certain area. For example, "Taishan Special Music" focuses on Dongguan, Shenzhen, Guangdong and Hangzhou in Jiangsu and Zhejiang provinces. "Wan" focuses on the Guangdong market; "Kouzijiao" is mainly concentrated in Shaanxi and Nanjing.

Of course, it is very risky for enterprises to rely entirely on the regional market, because the decline of regional market benefits is likely to lead to total losses of enterprises. Therefore, on the basis of being the "number one" in regional markets, we should focus on regional markets and expand marginal benefits to the surrounding markets, or have the opportunity to join the ranks of "Mao Wu Jian Road". Even if it fails, it still retains the strength of regional market share. The strong regional brand strategies adopted by the three brands "Little Confused Fairy", "Jinliufu" and "Liuyang River" all exceed11000000.

(2) The cultural charm of brewing liquor

Popular wine culture poems, such as "Lanling luminous cup, you need to drink pipa immediately" and "How to relieve your worries and only care about Du Kang", make people who like the contents of the cup more poetic while drinking jade wine at all times and all over the world. Nowadays, this cultural charm has become a powerful medicine for liquor enterprises to attack the city and plunder the pool in the market, and liquor culture, as an important development trend, is spreading rapidly in the domestic market. For example, Jiugui Liquor, which once occupied one of the highest prices of liquor in China, has developed from a small winery in a county into a well-known liquor enterprise in China by virtue of its liquor culture and the "national cellar" culture, "Jiannanchun" and "Tang Palace" of LU ZHOU LAO JIAO CO.,LTD Co., Ltd.

The rise of liquor culture is an inevitable product under the background of today's times. For the majority of small and medium-sized enterprises, culture will be an important weapon for them to occupy the market, and it will also be the best maintenance of consumer loyalty for a long time to come. Liquor brands with good cultural attributes will overflow more fragrance.

Liquor culture also determines whether a brand can be effectively distinguished from many competitors, and on this basis, it highlights its unique brand personality and occupies the minds of target consumers. For example, Fang Shuijing's banner of "China Liquor No.1 Workshop" based on Fang Shuijing Site, and Guojiao 1573' s positioning of "China Liquor No.1 Pit" based on China's best-preserved and longest-lasting Guojiao Pool all have their profound cultural values as the backing behind their success.

At present, some brands in the market advocate "happy culture", "family culture" and "fate culture", all of which are trying to grasp people's emotions and wishes and arouse people's hearts. Facing the rapid development of society, consumers' emotions will become more delicate, and liquor brands will have more cultural selling points to use. Therefore, liquor brands will have great cultural potential to be tapped.

(3) Seize the brand of the times with the help of events.

Although the establishment of brand is not achieved overnight, it is also a shortcut to quickly establish product awareness and lay the foundation for brand creation in today's society with rapid expansion of information. These so-called "good oral colors" are what the author calls "time" symbols.