With the gradual departure of the "peak season", liquor sales have gradually entered the "off season", because traditionally, liquor sales are the most prosperous in September and October-February every year, and the weakest in May-August, which, of course, is related to seasonal factors, the characteristics of liquor itself and the traditional habits of China. Through the observation and investigation in the industry, the author found that new "dark horses" appeared in the market every year. After packaging and planning, they created a prosperous sales situation, but they were often short-lived. How can the sales and marketing of liquor be "like spring all the year round"? How can we create the spring of marketing? The author discusses and analyzes this from the innovation of marketing strategies such as products, channels and promotion. First, product innovation A good product is half the success of the market. A good product includes excellent quality, a certain cultural heritage, and a unique and novel packaging and name. For example, the words "Jinliufu" are a kind of blessing in the deep heart, representing auspiciousness and pursuing perfection. This kind of emotion naturally inspires a consumption impulse and wins the recognition of consumers in the name. The six blessings represented by Jin Liufu are: longevity, wealth, corning, virtue, harmony, and benevolence. Responding to Liufu at a distance is the characteristics of Jinliufu wine: fragrant, mellow, strong, sweet, soft and clean. It represents the six blessings that people are willing to accept, indicating that Jinliufu is the wine of happiness, which means bringing you health, happiness and beautiful enjoyment. At the same time, in the design of packaging, advertising and logo, we must strive to let consumers see it and form a visual impact, and we must win the love of consumers and have emotional contact with them, which meets people's aesthetic needs. For product innovation, first, many liquor companies are rushing to take the road of "popular concepts" in naming, such as "tribute, king, jade, gold and spirit", and good "words" are exhausted; Then 168, 518, 519, 888 and 999 Geely numbers appeared one after another; After that, a number of old wines came out in 5 years, 11 years, 51 years, 111 years and 2111 years. Redevelopment means that one-star, two-star, three-star, four-star and five-star make the appellation reach a new high, and there are different opinions on the product appellation. What's more, some enterprises put the appellation on other brands to fool consumers and survive in the market interlayer. In fact, there are generally the following situations for the naming of liquor: naming according to historical celebrities and places, such as Cao Xueqin Liquor, Dukang Liquor, Taibai Liquor, xifeng liquor, Xinghua Village, Shuijingfang, Song He and Liuyang River; Named according to regional abbreviations, such as Anhui wine, expensive wine, Suzhou wine, Yangtze River Delta, Hetaowang and so on; Names related to ancient emperors and generals, such as Yingjia, Daoguang 25, Warrior Lanling, Gujinggong, Anhui Spring and Autumn Period, etc. Names related to the brewing materials of wine, such as Wuliangye, Zhuyeqing, Daohuaxiang and so on; Names related to nostalgia, affection, friendship, etc., such as Confucius' Family, Jin Liufu, Blue Classic, Chinese Knot, etc. Second, in packaging, mainly reflected in the design and style of packaging bottles, reflected in the collocation of colors, reflected in the number of portions; For example, it can be a porcelain bottle, a square bottle, a round bottle, a porcelain bottle, a pottery bottle, a sanded one; Can be transparent or opaque; It can be wrapped or opened; Of course, according to the different target customers and positioning of products, we should also make corresponding innovations in outer packaging. Third, in terms of quality, we should grasp the future development trend of liquor in terms of taste, break through the traditional Luzhou-flavor, Fen-flavor, Rice-flavor and Maotai-flavor, and develop in the direction of low-alcohol, healthy and elegant, such as developing clean and refreshing liquor with low acid, low ester, low methanol and low fusel oil, and developing new styles and flavors of fruit fermented distilled liquor with apples, hawthorn and other fruits as raw materials. Fourth, brand differentiation and accurate positioning are carried out, because brand positioning is the main reason why brands communicate to consumers why products are different from competitors, such as "China Liquor No.1 Workshop" in Shuijingfang, "China Liquor No.1 Pit" in Guojiao 1573, "Healthy Liquor" in Tasly, "Fu Culture" in Jinliufu, etc. At the same time, a series of brand strategies, such as moutai prince Liquor and Maotai Alcohol, are implemented. Xifeng? Forever, Xifeng? Huashan talks about swords and Xifeng? Meet for a hundred years. "Xifeng? Forever and ever "; Jinliufu star series, Fuxing series, and a toast to happiness series; Five years, ten years, fifteen years, etc., excavate the brand connotation and spread the brand story, such as the complex with historical celebrities, interactive communication with consumers, corresponding activities and event planning, etc. Second, the channel planning Because China's liquor industry has experienced advertising winning and terminal winning, it has now entered the stage of channel innovation. Generally speaking, the channels and terminals of liquor generally include hotels, supermarkets, retail department stores, wholesalers, professional tobacco and alcohol companies, etc., but in the marketing process, systematic planning of channels should be carried out: first, the focus of channels should be dynamically adjusted according to different opportunities, and the focus of the market should be shifted, such as fully blooming in the peak season, seizing the terminals and extending to the third-and fourth-tier markets. When the off-season comes, we can completely transfer the market to find markets suitable for products and even enter the international market. At this time, if the focus of sales is shifted, there will undoubtedly be a bright future. Such as shifting the market to densely populated areas and communities with high consumption levels; Areas near prosperous areas and entertainment places; Community store with prominent position and good image; Hotels and so on. Secondly, we should intensively cultivate the market, deeply distribute and expand distribution channels. Develop community markets and extend them to county and township markets. In the process of community development, first, we should distribute different products according to the different stalls of community residents; Second, in the form of advertising, we can use more product display cabinets, sun umbrellas, posters, etc., and the promotion methods should be pragmatic. For example, we can have more small prizes, and strive for prizes for every bottle of wine. The prizes can be some daily necessities or toys and cartoons that children like better. When distributing goods or opening direct stores in some communities, we should also consider the relationship between the current consumption and supply in the community. If the supply is greater than the consumption, we should carefully consider whether to open direct stores or distribution centers. Third, deep operation, grasping and occupying wholesale departments and supermarket terminals in communities and towns, stimulating the strong sales of terminals, occupying the best product display position and carrying out corresponding terminal promotion and publicity. Thirdly, we should seize banquets and festivals. Focus on various banquets such as wedding banquets, birthday banquets, traditional festivals, etc., because liquor is still the main hospitality wine, and the banquet market such as wedding banquets, birthday banquets, graduate dinners, college entrance examinations, and mourning events is a major market for liquor sales. At the same time, due to the large flow of people in wedding occasions, word-of-mouth publicity can be carried out through the wedding banquet market, which has an effect that is difficult to achieve in general advertising. Appropriate products, targeted promotion planning and certain advertising can effectively grasp all kinds of banquet activities. In the process of liquor sales for banquet activities, we need to grasp the following points, such as giving drinks, wedding supplies, school supplies and other corresponding necessities; It can be jointly promoted with wedding photo studios, wedding companies, supermarkets, convenience stores and hotels; You can hang banners, POPs and so on in photo studios, supermarkets, convenience stores and hotels. 3. Promotion Innovative promotion has become the core "weapon" of liquor sales at the terminal. Nowadays, the homogenization competition of promotion methods and means at the terminal is extremely exciting. From advertising to personnel promotion, from lottery to cash return, etc., to create the spring of liquor sales, it is necessary to differentiate the promotion methods and means. First, we must effectively seize the opportunity, such as Spring Festival, Lantern Festival, Valentine's Day, May 1, June 1, August 1, Mid-Autumn Festival, National Day, and National Day. There are also two special periods, the summer vacation of nearly two months and the winter vacation of one month, as well as the graduation and further studies of college and middle school students. If these opportunities are effectively grasped for promotion, it will bring great business opportunities to liquor enterprises. For example, on June 1st, July 1st and August 1st, group activities can be organized for children and students, or relevant educational books and learning tools can be presented, aiming at the potential consumers of the "next generation" and sending out cultural cards, idiom cards, books and so on. In addition to targeting competitive brands, we can also create hot spots skillfully from market segments and consumer groups. For example, Gujinggong launched the "to be no.1 Time, Wine Respect Parents, Wine Respect Teachers" for further studies; "A glass of wine to honor the hero" for veteran cadres; A series of activities such as "free Toyota float" for marriage have achieved good results. Of course, at this stage, the promotion should be good at grasping the opportunity, starting from the perspective of repaying the society, with some public welfare colors, and it is easy to establish a good reputation in a short period of time. Second, it is necessary to promote sales skillfully. If we still use some current popular "blunt" promotion methods, such as price reduction, discount and buying gifts, it will be difficult to excite the market, and it is obviously more difficult to achieve results. In the author's opinion, in the promotion, it is necessary to distinguish the object and focus of promotion, and create hot spots skillfully. For example, in the promotion for the terminal, the beneficiary of promotion can be changed in time. At present, liquor promotion is mostly in such a situation that whoever drinks wine will be given prizes, such as lighters, dollars and other promotional methods. If you change your mind, you can change the beneficiaries of promotion in time, which is "surprising" in promotion, such as parents drinking to make their children or wives the beneficiaries of promotion; For example, in a certain place, a liquor company jointly launched a "mellow XXX, happy summer camp" activity in the summer of 2113 with the Youth Palace in the region, which ran through the whole summer vacation and was launched at the same time in major hotels in the region. As long as XXX wine was opened, every bottle had a good gift for children. In XXX wine box, three word cards of "step", "high" or "rise" were put in. If four cards of "Step", "Step", "Height" and "Ascension" are collected, children will be able to participate in XXX Golden Sunshine Tour Summer Camp for free, while others will have book cards or a pair of roller skates, KFC fast food, children's intellectual development toys and other prizes, which have achieved good market effects. For example, for the students who scored in the college entrance examination, we can combine them with drinks and carry out the promotion activities of "sending happiness to the door", and send them to the door with gongs and drums, which not only sells products, but also expands the publicity influence; In view of the wedding market, a "flower car to welcome the bride" was launched to attract the attention of young people; During the Spring Festival, it is a gift brand and a "New Year gift" for the vast rural areas of China; Of course, we can also plan collective banquets, form alliances with wine, beer, dairy products and other manufacturers, and share the promotion expenses to expand the brand's popularity and reputation. Fourth, integrated marketing communication In the process of advertising and publicity, resources should be integrated to systematically make marketing activities speak with the same voice and show with the same image. First, we should explain the connotation of liquor brand positioning to consumers with various marketing strategies. For example, because of its unique health care function, Ningxiahong chinese wolfberry wine is positioned as "drink a little every day and be healthier", and all the advertisements are carried out around the concept of "health"; For example, Shuijingfang is positioned as "the noble element of life in China", which is combined with historical civilization and traditional culture; The philosophy of life of "little confused fairy wine is hard to be confused" and so on. Second, it is necessary to plan events. For example, in 1915, since China's Moutai became famous in the world by "throwing bottles at the national prestige", it has been famous overseas in countless major state events, from the establishment of diplomatic relations between China and the United States to the establishment of diplomatic relations between China and Japan, from Nixon and tanaka kakuei to Kim Il Sung and Margaret Thatcher. For example, in 2114, former US President Bill Clinton wrote an inscription "Launching Ceremony of Jian Nanchun's Expansion of Global Market" at the Jiannanchun Wine History Museum in Sichuan, which shocked the whole country and the whole world, attracting the attention of hundreds of millions of people. For example, Hite wine is collected by the presidents of South Korea and Dominica; For example, "Langjiu" skillfully uses the image of Xue Cun; Another example is "Liuyang Harmony", which uses the song "Liuyang Harmony and Several Bends ……"; The fragrance of rice flowers is associated with the "Three Gorges Love" and so on. The third is to innovate communication means and methods, such as naming trains and some public facilities, developing campus marketing plans, using LCD screens and mobile advertisements, shaping various gas models at the terminal, grasping hot events, developing social responsibility plans, etc. By integrating marketing communication, we can enhance the popularity and reputation of products and enterprises, expand our influence and gain the attention of the public. In short, creating the spring of liquor marketing needs innovation, which not only wins consumers' attention, but also wins consumers' trust and participation, and wins consumers' minds. It is necessary to innovate marketing strategies and implement differentiation on the basis of making the liquor market subdivided, productized, regionalized, specialized and personalized, so as to win the market, guide and create demand and maintain the spring of liquor marketing.