For liquor companies, market changes will inevitably lead to changes in corporate thinking. According to the author's opinion, starting from 2005, and even for a long period of time in the future, domestic liquor companies, especially small and medium-sized enterprises, may wish to refer to the following suggestions to avoid the real situation and make use of the weak, and in the fierce battle. Find a place in the liquor market. (1) Build strong regional brands. Due to the particularity, diversity and regionality of the domestic liquor consumption market, there are not many truly national brands in the current liquor market, such as "Maotai", "Wuliangye", "Jiannanchun", "Old-established" brands such as "Luzhou Laojiao", plus "up-and-coming" brands such as "Jinliufu", "Shuijingfang" and "Jinjiannan" only account for a drop in the ocean of thousands of liquor brands across the country. Even these national brands do not really achieve "the country is red" for each regional market. This leaves a broad market space for many small and medium-sized liquor companies in China. If you can't reach "Mao Wu Jian Lu", then you should strive to be the "leading boss" in a certain region. For example, "Taishan Tequ" focuses on markets such as Dongguan, Shenzhen, Guangdong and Hangzhou in Jiangsu and Zhejiang regions; "King of Anhui Wine" It mainly targets the Guangdong market; "Kouzijiao" mainly targets Shaanxi, Nanjing, etc. Of course, it is very risky for enterprises to rely entirely on geographical markets, because the decline in the efficiency of geographical markets is likely to cause the entire enterprise to lose. Therefore, on the basis of being the "number one" in the regional market, taking each regional market as the center and expanding marginal benefits to surrounding markets, there may be an opportunity to join the "Mao Wu Jian Lu" list. Even if it fails, it still retains the strength to start over from scratch in terms of regional market share. The three brands "Little Muddleheaded Fairy", "Golden Liufu" and "Liuyang River" have adopted strong regional brand strategies, and their annual sales have exceeded 1.1 billion. (2) Brewing the cultural charm of liquor "Lanling luminous cup of fine wine, you will be reminded immediately if you want to drink Pipa", "How can only Du Kang relieve worries" and other popular poems about liquor culture, which make people who like the things in the cup drink freely in ancient and modern times. While the jade is brewing, it adds even more poetic intoxication. Nowadays, this cultural charm has become a bad medicine for liquor companies to conquer the market. 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 for domestic liquor, relied on its wine culture to develop from a small winery in a county to a well-known domestic liquor company, as well as "Luzhou Laojiao" and "Guojiao" culture, the "Tang Dynasty Palace" culture of "Jian Nanchun", etc. The rise of liquor culture is an inevitable product in the context of today's times. For the vast number 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 way to maintain consumer loyalty for a long time to come. Liquor brands with good cultural attributes will overflow and become more refreshing. of fragrance. Liquor culture also determines whether a brand can effectively differentiate itself from many competitors, and on this basis, it can highlight its unique brand personality and occupy the minds of target consumers. For example, "Shuijingfang" relies on the "Shuijingfang ruins" to create the banner of "China's No. 1 liquor store", and "Guojiao 1573" relies on the "Guojiao Pond", which is the best preserved and longest continuously used in my country, to create the "No. 1 liquor store in China". The positioning of "cellar" is backed by its profound cultural value behind its success. The "blessing culture", "family culture" and "fate culture" advocated by some brands in the current market are all trying to capture people's emotions and wishes and arouse the excitement in 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 utilize. Therefore, liquor brands will have great cultural potential to tap. (3) Although the establishment of a brand in the era of event control is not achieved overnight, in the current society where information is rapidly expanding, getting a "good reputation" for one's products is also a way to quickly establish product visibility and create a foundation for creation. A shortcut to laying the foundation for your brand. These so-called "good words" are what the author calls the symbols of the "era". For example, many companies now use sub-brand strategies to create contemporary brands, which not only make their products more colorful, but also extend the selling points of the products and enhance the weight of the main brand. For example, "Maotai·Prince Liquor", "Liuyanghe·Golden Century", "Beidacang·Caishen Liquor", "Xifeng·Eternal Life", etc. are all good examples of using sub-brands to create the characteristics of the times.

Small and medium-sized brands can learn from this method and use the good words of the sub-brand to find the shelves that consumers are demanding, and thereby promote the sublimation of the main brand. For another example, the popular TV series "Liu Laogen" in the previous period gave the word "Liu Laogen" a strong market focus. Many savvy businessmen saw business opportunities and registered the "Liu Laogen" trademark one after another. As a result, the word "Liu Laogen" became popular in the market. "Liu Laogen" small shochu appeared. If some medium-sized liquor companies with a certain scale use "Liu Laogen" as their sub-brand and create the brand "XX·Liu Laogen", I believe their main brand "XX" will become popular all over the country overnight. (4) Continuous refining of brand personality Brand personality is also a clever way to quickly create points of difference in the market, capture consumers' attention, and win market share. It can be said that today, when liquor products are becoming increasingly homogeneous, the lack of individuality means the lack of advantages. In hotels, bars, supermarkets and even sugar and wine trade fairs, personalized packaging, personalized advertising, personalized tastes, personalized concepts, etc. abound. The "Little Muddleheaded Fairy" philosophy of life of "It's rare to be confused" and the "Jiugui Liquor" sack-top bottle packaging are both successful cases in the liquor market where individuality creates wealth. Of course, new varieties and new flavor products have also become new growth points and new individual platforms for the liquor industry. Currently, the clean and refreshing liquors with low acid, low ester, low methanol and low fusel oil and those developed to meet the requirements of agricultural industrialization are The new style and new taste of fruit fermented distilled liquor developed using apples, hawthorns and other fruits as raw materials adapts to the health, taste and fashion consumption trends of consumers, and has certain market development prospects. In addition, the share of the small bottle liquor market is also growing. In major supermarkets, tobacco and alcohol stores, popular hotels, large hot pot cities, etc., many consumers are drinking small bottles of liquor. The best-selling products such as Yilite, Luzhou Laojiao, and Red Star Erguotou are available in small bottles. The portions are not too much or too little, just enough to drink, and consumers can choose the brand they like according to their own personality. This is also a popular consumer trend. .