How to Develop Liquor Marketing

In recent decades, China liquor marketing has only walked out of some compact footprints scattered in a small world. Many marketing warriors are everywhere in Qian Shan, measuring the earth and the sky. In the process of studying, living and doing things, many should be blended with inappropriate, reasonable and unreasonable liquor marketing models, and even bear scars and mistakes along the way.

Imprisonment is the reason for defection. We once gained the freedom of development because of the marketing model, and also chose to "defect" to innovate the marketing road more suitable for enterprise development because of the imprisonment of the marketing model, but we went too far, and the former road became the reason for the latter.

Only after we have experienced the in-depth distribution mode, terminal-in-disk mode, consumer-in-disk mode and direct distribution mode can we understand the importance of knowledge innovation and marketing model integration.

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The establishment of cross-border marketing theory and model in liquor industry means that while realizing enterprise scale expansion and brand fission, we must break the traditional marketing thinking mode, be good at integrating marketing resources, avoid going it alone, seek non-industry partners, and give play to the synergistic effect of different brands.

This has formed two strategic thinking of cross-border marketing in liquor industry, internal fission and external cooperation.

First, the two major strategic thinking of transnational marketing of alcohol

Cross-border marketing is a relatively broad marketing thinking mode. We should dare to break the inherent marketing barriers of industry marketing and carry out integrated innovation inside and outside the enterprise. The biggest advantage of cross-border marketing for corporate brands is to let irrelevant elements penetrate and blend with each other, thus giving the brand a three-dimensional sense and depth.

1, internal fission strategic thinking

Bigger and stronger is the smoothest direction for enterprise development. With the expansion of enterprise scale and strength, the first is "brand fission", which develops a large number of new brands, parent-child brands and buyout brands. , and develop different products around each brand; The second is to open up new categories, extending from liquor category to yellow wine, red wine, health wine and other categories. For example, Shandong sesame flower wine industry extends from liquor business to Changchenglong wine industry, and daughter red rice wine extends to liquor category and so on. Enterprises naturally form the strategic thinking of cross-border marketing in internal operation.

The fission cross-border marketing strategy within the enterprise brand can strengthen and enhance the leading brand image to the maximum extent, and satisfy consumers' different experiences of the brand. For example, Anhui Gu Jing Liquor Industry has built star-rated Gu Jing Holiday Hotel in Bozhou and Hefei, which has enabled Gu Jing brand to rapidly upgrade and grow in the field of business consumption.

2. Strategic thinking of external cooperation

The cross-border cooperation between liquor brands and other brands is more manifested in the consumption characteristics of liquor. For example, based on the consumption habit of "no distinction between alcohol and tobacco", the liquor industry seeks cross-border cooperation with the alcohol and tobacco industry to achieve mutual penetration and integration of brands, thus giving liquor brands a sense of depth and depth.

Shaanxi xifeng liquor brand and Good Cat Tobacco brand, taking the integration of resources as a breakthrough, launched "Good Cat xifeng liquor", which succeeded in one fell swoop and established the image status of middle and high-end brands in xifeng liquor. At the same time, we often see that many liquor brands in Huizhou also like to cooperate with Anhui tobacco brands in cross-border marketing.

Second, the three marketing models of cross-border marketing of alcohol

Cross-border marketing is not unusual in the field of marketing, but the application of cross-border marketing in the wine industry has gradually become a new marketing model, and more and more well-known wine brands have begun to seek brand synergy with the help of "cross-border" marketing.

How to realize "1+1>; 2 "Brand joint effect, the key is how to choose the most suitable object for enterprise development and joint, and how to carry out innovative cooperation with strong brands. Through in-depth research, Fangde Marketing Consulting Company found that there are three kinds of marketing models for liquor cross-border marketing.

1, brand-centric cross-border marketing model

The cooperation between first-class brands and first-class brands is equal to the strength effect of first-class brands, the cooperation between second-class brands and first-class brands is equal to the synergy effect of first-class brands, and the cooperation between first-class brands and second-class brands can only be equal to the decline effect of second-class brands.

Cross-border marketing with brand as the core should further strengthen the cultural core concept and consumption experience of "own brand" through cooperation with "other brands".

On the premise of the lack of cases in liquor cross-border marketing, we boldly innovate and imagine a case. For example, on the basis of adhering to the cultural concept of "home" and modern commercial consumption experience, we need to find a strong brand to strengthen this culture and consumption experience. I think we can consider combining with "home" and strengthen the "home" culture of blast furnace home wine and the experience of business people with the appeal of "home". Blasters can also innovate new personalized products, such as small-capacity porcelain bottles.

2. Cross-border marketing mode with channel as the core.

The combination of blast furnace home wine and home inn not only realizes the cross-border marketing of the brand, but also opens up a brand-new sales promotion channel. Therefore, cross-border marketing with channel as the core is also a good innovation model.