How do beer enterprises do a good job in off-season market?

Beer sales are obviously seasonal, especially in northern China. April to September is the peak season of beer sales every year, but from January to October, the temperature drops sharply, and beer sales also enter a long off-season that lasts until March next year. Many manufacturers have to stop production as soon as they enter 10. If the peak season sales are not ideal and the ideal economic benefits are not achieved, then the off-season days will be difficult. How to do a good job in the beer off-season market, make the off-season not dull, and set off a small climax of beer in the off-season is a good way to increase the economic benefits of enterprises. Here, the author wants to talk about his own views for the reference of relevant manufacturers.

First, adjust marketing ideas and increase sales promotion.

The rural market is the most obvious place where the beer market enters the off-season. Compared with the peak season, the sales volume will drop sharply, making it more difficult to upgrade. However, the beer sales in urban markets, especially in big cities with developed economies, have a smaller decline and greater potential consumption capacity. Therefore, it is necessary to focus on improving the consumer market in large and medium-sized cities.

Because at this stage, most dealers gradually shift their business focus to liquor. The annual sales task of beer has been completed, just waiting for the manufacturer to cash in the rebate and year-end settlement. Some hotels are reluctant to operate beer because of the limited sales of beer. These unfavorable factors have brought certain difficulties to the promotion of beer market in off-season. We should do a good job in these aspects:

(1) Provide pre-sale settlement and follow-up sales services. Seize the time to cash in the customer's pre-sales rebate, solve the remaining problems, and let customers eliminate their concerns. Follow-up sales service should be done well, no matter how much customers want, they should be delivered in time. This is very important. Because customers don't want much goods in the off-season, if the service is not good, customers are likely to give up.

(2) Increase sales promotion to arouse the enthusiasm of dealers and consumers. During this period, manufacturers should introduce more favorable sales policies than the peak season, increase promotion efforts, and increase efforts to focus on key customers with wide sales channels and complete marketing networks;

If the rebate rate is increased for customers, and the rebate is settled in the current month. All kinds of rewards for consumers should be more attractive, such as choosing this brand of beer for the wedding, giving it away for free, giving it away for a certain amount, or ordering songs for it on TV for free.

(3) Strengthen the marketing of middle and high-grade beer. Due to the limited off-season sales, it is bound to increase the cost of sales. Therefore, increasing the proportion of middle and high-grade beer in total sales will help reduce sales costs and improve sales profitability. Otherwise, if there is a sales loss, it will not be worth the loss.

Second, increase the sales of special varieties of beer.

In recent years, with the development of economy and the improvement of people's income, alcohol consumption has gradually developed in the direction of health care. The growth rate of consumption in 1999 gradually declined to a low level. Nutrition-rich wine and beer are increasingly favored by consumers, and their consumption is increasing, gradually replacing the position of liquor in the lives of some consumers.

There is no obvious seasonality in the consumption of high-grade or special varieties of beer with richer nutrition. On the contrary, winter is a good time for people to make up for it. Vegetables made from beer or beer with special health care function are of course favored by many consumers. This demand is a good market opportunity. As long as it is fully developed and guided, this consumer market will definitely start soon, bringing a little light to the beer market in the off-season.

At present, some enterprises have taken a step in this regard, and some have achieved gratifying results.

In the cooking with beer as an auxiliary material, it has developed rapidly in the past year or two, and some of them have developed into local famous foods. For example, in Kaifeng, beer chicken, beer duck, beer beef stew, beer hot pot and other dishes have attracted many consumers with their unique obscenity and characteristics, which have become "reserved programs" in many restaurants and "a fire" in winter.

As for special beer, a variety of beers containing some trace elements have been developed, such as 14 degree winter beer introduced by Shandong Sankong, which has high alcohol content and high calorie. Warm water can be added to adjust the wine temperature in winter.

The 17 "five-star" red beer developed by Beijing Shuanghesheng is known as "red milk" because of its rich nutrition. In view of the changeable weather in autumn and winter, Shandong Rongcheng Beer has developed ginger beer with rich nutrition, high calorie and the function of treating colds, which is undoubtedly a good thing for consumers.

In view of the fact that autumn and winter are the best season for tonic, other manufacturers use modern technology to make health beer with special health care functions, such as spirulina beer, jujube juice beer, Eucommia ulmoides beer, Ginkgo beer and Jishi beer. It not only becomes a good drink on people's table in winter, but also relies on its exquisite packaging.

Unique efficacy has become a good gift for many people to visit patients and elders.