Liquor Marketing Strategy Paper II

On the Basic Marketing Strategy of New Brand Liquor

Abstract: Liquor, as one of China's national quintessence, also carries thousands of years of Chinese culture, which has special significance for China people. In recent ten years, the liquor industry has developed rapidly, but it is also facing changes in the industry environment from all aspects. Based on the preliminary analysis of the current market situation of liquor industry, this paper puts forward the basic strategies for new brand liquor to enter the market and carry out marketing work, so as to gain a place in the fierce market competition by clearly positioning, formulating targeted strategies, finding ways to rely on the market, starting from the foundation and building a talent team.

Keywords: new brand marketing strategy

Liquor, as one of China's national quintessence, also carries thousands of years of Chinese culture, which has special significance for China people, and the liquor industry has a high rate of return and profit margin. It is precisely because of such attractive industry profits that the competition in the liquor market in China is increasingly fierce, and various brands emerge one after another.

I. Basic situation of liquor market

In recent ten years, the liquor industry has developed rapidly, but it is also faced with changes in the industry environment from all aspects, especially the tax reform of liquor and the rising price of raw materials, which makes the production cost of products increase and the profit more diluted, so the decision-makers of liquor enterprises focus on the field of high-end products that can obtain high profits. For the current domestic liquor market, there are several main characteristics.

(1) Market consumption demand is more rational and healthy

At present, the market consumption demand has changed greatly. With the improvement of living standards, consumers' purchasing power has improved, and their consumption concepts have also changed greatly. They pay more attention to health and quality in consumption. Liquor, as a high-alcohol beverage, is harmful to health. For consumers who are pursuing health and quality, liquor gradually fades out of their sight. In recent years, beer has gradually replaced liquor as the most important alcoholic beverage. The market scale of red wine has a high growth rate every year, and yellow wine is also rising. These changes also confirm that the proportion of liquor consumption is declining.

(2) Market competition is more intense

With the macro-control of national industrial policies and the scientific guidance of market economy, the adjustment of industrial structure in liquor industry has been accelerated and achieved remarkable results, and the utilization of industrial resources and economic development have been gradually optimized. The modernization characteristics of the internal structure of the industry are becoming more and more obvious, forming an industrial economic structure in which state-owned, private and Sino-foreign joint ventures coexist. In the past ten years, the liquor industry has developed rapidly, and the economic growth has hit record highs, which has aroused greater concern. At the same time, more and more foreign brands of beer, red wine and foreign wine have entered the China market, and the market share of liquor has been squeezed constantly. While domestic liquor production enterprises are in trouble, a large number of foreign capitals have poured into the liquor industry. Diageo, Hennessy and other domestic liquor enterprises, Hainan Airlines, Lenovo, Weiwei and other domestic enterprises have also entered the liquor industry. Large-scale liquor industrial parks and industrial areas led by local governments are constantly emerging. These changes have brought new marketing ideas and strategies to the liquor industry, but also disrupted the normal order of the liquor market and caused some troubles to the development of the liquor industry.

(III) The internal structure of liquor industry is chaotic

At present, the supervision of liquor production and circulation license is weak, the industrial concentration is not high, and the internal structure of liquor industry is chaotic. Due to the low threshold of liquor industry, the situation of "scattered, small and chaotic" has not been fundamentally changed. The low-level processing capacity of the industry is surplus, the high-level processing capacity is insufficient, redundant construction and serious waste of resources. The market cake is getting smaller and smaller, but the liquor industry still faces the dilemma of lack of orderly competition and low adaptability. There are too many small distilleries, with small scale and unreasonable structure and resource allocation. Among the more than 11,111 liquor enterprises, there are very few real strength, which makes it difficult to improve the benefits of the whole industry. In addition, the poor supervision of market circulation and the imperfect standard system of liquor products have had a certain impact on the liquor market and production, which has led to the disorderly circulation environment, serious vicious competition such as counterfeiting and infringement, tax evasion and so on, which has brought serious hidden dangers to the healthy development of the industry. Judging from the current situation of liquor, the famous brands in the region have developed strongly and have gradually possessed certain market competitiveness in the liquor market. The market expansion speed of medium and high-grade liquor is still high, and the national strong brands have not yet formed. The fierce market competition will intensify the competition for liquor market share, continue the trend of performance differentiation, and the price scuffle will disturb the market.

(4) The social reputation of liquor industry needs to be improved

In recent years, the liquor industry has developed rapidly, and the liquor industry in China has experienced unprecedented ups and downs-the price of high-end liquor has been rising all the way, and the output has increased too much. The imbalance between supply and demand in the market, the changes in the consumption structure of alcohol and the imprisonment of celebrities for drunk driving have aroused strong social concern. Consumers' misunderstanding and misinterpretation of high-end liquor and even the whole liquor industry are serious, and critical voices often appear, which puts great pressure on the whole public opinion.

(V) Impact of policies on liquor industry

In recent years, prohibition of alcohol and prohibition of driving have become more and more strict, and the punishment for violating the prohibition is more serious. People are also unwilling to try the law and establish the consciousness of "driving without drinking, drinking without driving". At the same time, a series of policies issued by the government have also had a certain impact on the development of liquor industry. The unified tax rate and 1.5 yuan's specific taxation also have a regulatory effect on the structure of liquor products, affecting the positioning and trend of liquor products. The details of "three public consumption" have been made public year by year, and liquor, as the protagonist of entertaining drinks, has gradually "fallen out of favor". Especially after the introduction of the eight regulations and six bans of the central government, the whole country has demanded diligence and thrift, and the liquor industry has naturally been affected.

Second, the basic marketing strategy for new liquor brands to enter the market

At present, China liquor is still developing rapidly, with about 8,111 liquor production enterprises in China. In terms of market, all liquor enterprises are experiencing a spurt of mid-range liquor, with the expansion of regional brands being the fastest. As far as marketing is concerned, the marketing of liquor market depends more on the traditional sales model of "good wine is not afraid of the depth of the alley", and word-of-mouth communication has become the main means of liquor marketing in the past. After years of shuffling, the liquor industry has gradually evolved from a low-level market competition to a struggle among brands, marketing technology, capital and the overall strength of enterprises. For the current market situation, if new brand liquor wants to occupy a place, it must start from the most basic, and new product marketing is the only way for enterprises to find survival and development.

(1) Clarify the positioning and objectives of the enterprise

Before the brand-new liquor has become the forefront of the industry in terms of popularity and market share, you should not brag about how powerful you are, and you should not be blind in self-confidence. You should have enough understanding of the strength of the enterprise, and then make a comprehensive positioning, advocate without being pragmatic and not following the market rules, and blindly try to win the national market in one step, which will only lead to the bigger the net spread and the bigger the loopholes. In the end, it will be a disaster. Therefore, the new brand liquor enterprises should make a comprehensive analysis of the enterprise from the aspects of financial strength, marketing ability, market resources, brand resources and talent team, and analyze the position of the new brand in the industry, the advantages and disadvantages of the enterprise, the opportunities and opportunities, the goals and ultimate goals of the new brand stage, what the enterprise's own capabilities can achieve, and so on, so as to accurately locate the enterprise. If there is no clear orientation and goal, success will only get farther and farther. In the face of fierce market competition, a new brand can be positioned with a low attitude from the beginning, which is convenient for making targeted strategic policies and pragmatic and effective tactics on the road ahead and gaining a more real understanding of the market.

(II) Formulating a targeted new product development strategy

When a new brand completes the clear positioning of enterprises and products, it has to find a breakthrough to enter the market and formulate a targeted new product development strategy. The product name, logo, packaging, price and other market-related factors are the main sources. Through in-depth research and analysis of these factors, a targeted development strategy is formulated, and at the same time, the development of new products must be oriented to mass consumption. In the fierce competition pattern of domestic liquor industry at present, if new brands can accurately position themselves and choose the mid-range liquor market with strong market consumption as the basis for expansion, it is more likely that they can successfully operate their brands and markets in a short period of time, and the mid-range liquor market will be a trump card for the development of new brands.

(3) Looking for the soil suitable for the growth of new brands

At this stage, the trend of channel sinking and center of gravity shifting in liquor industry has become very obvious, and the traditional sales model of large channels is outdated, so it is difficult to achieve success by casting a net in the gradual refinement of market division. The situation of the new brand in the regional market is that there are wolves before and tigers after. Participating in market competition, the resources of enterprises can't keep up; If you don't participate in market competition, the new brand will have no meaning. Therefore, the new brand must find the market space suitable for its own conditions, and work hard and intensively, which is the key step to break through. New brands should look further into the market, find an environment suitable for their own brand growth from the periphery of the current market, find a blind spot in the market, start from a market segment with relatively weak competition and get rid of the squeeze of strong brands. Through detailed and comprehensive analysis, a certain region is selected for targeted product development, and the regional market is built by effective market activities, and gradually becomes a strong brand in the regional market. Therefore, only by finding a market suitable for the survival of new brands can we give them opportunities to grow.

(4) Starting from the basics, starting from the catering channel

Without solid basic skills, no matter how beautiful the movements are, they can only be gestures. The new brand has just entered the liquor industry and can only become a strong one after being honed by the market, and all this can only be done from the foundation. Catering channel is the only way for liquor brands to enter the market, a good place to shape their image and a good stage for brand performance. Most new liquor brands regard catering channel as a bridgehead to enter the market, because liquor brands in catering channel can guide the consumption trend and directly reflect the competition level of regional markets, and catering channel is a barometer of liquor brand performance in regional markets, which directly reflects the brand distribution and sales volume of the market. To start from the foundation, starting from the catering channel, the new brand must have mature and pragmatic market operation ideas and perfect sales management processes. Starting from the reality of the catering channel market, it should formulate effective tactical strategies, dredge channels and control terminals, so that new products have strong vitality in the regional market. The more such markets, the more solid the basic skills of enterprises and the stronger the vitality.

(5) Establish a marketing team and training mechanism that can be good at fighting

In the final analysis, the marketing of new brands is still done by people. A competitive marketing team can not only improve and improve the operation and management of new brands, but also improve the performance of sales teams and maintain good customer relationship, which plays a very important role in building new brands. The core of the talent team of new brand liquor enterprises should focus on training, because talent is the foundation and lifeline of enterprise development. The marketing personnel trained by enterprises themselves can make marketing personnel realize their own value better, increase their happiness and be relatively more loyal. However, time shifts. Under the current environment, the new market characteristics call for new marketing talents. Enterprises can absorb a group of pioneering talents with modern innovative marketing consciousness, which can make them mature as early as possible in exercise. Promoting strengths and avoiding weaknesses, correcting and supplementing each other in marketing operation will improve the marketing quality of the overall marketing team. Of course, it is necessary to establish a perfect training mechanism and train marketing personnel at all levels according to the needs of marketing plans at all stages. First, aim at the ideological dynamics of employees, improve their combat effectiveness and cohesion; The second is to charge purposefully, aiming at the professional skills of employees, improve the marketing level and comprehensively strengthen the working ability of marketers. Learning without destination is just an inspiration. Only by training traditional marketers systematically for a long time in view of some new problems and new knowledge existing in marketing practice can they improve their ability to perceive and adapt to the market more effectively.

the growth of a brand is just like the growth of a baby, which starts from babbling and grows up step by step. Looking at the liquor market, the marketing of new brand liquor has a long way to go and needs more innovation. By improving the brand image, product quality and strengthening the cultural heritage of this product, the value of the product can be improved, and a new marketing model with its own brand characteristics can be created according to the market positioning of the enterprise and the characteristics of the target consumer groups, so as to gain a place in the fierce market competition.

references:

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[3] Yangliu. Research on the core competitiveness of China liquor industry [D]. University of Electronic Science and Technology of China. 2115

[4] Liu Juntao. Brand marketing and its application in China liquor industry [D]. Sichuan University. 2116

Author's brief introduction:

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