in recent decades, China's liquor marketing has only stepped out of some compact and dense footprints scattered in a small world. Many marketing fighters travel far and wide in Qian Shan, measuring the earth and the sky. In the process of learning, living and doing, many should and shouldn't, reasonable and unreasonable liquor marketing models have been blended, even at the expense of carrying scars and mistakes all 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" because of the imprisonment of the marketing model to innovate the marketing road more suitable for enterprise development, but we went too far, and the former road became the reason for the latter.

only after we have gone through the deep distribution mode, the terminal-in-disk mode, the consumer-in-disk mode and the 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 mode in liquor industry means that we must break the traditional marketing thinking mode, be good at blending marketing resources, avoid fighting alone while realizing enterprise scale expansion and brand fission, seek non-industry partners, and give full 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, two kinds of strategic thinking of cross-border marketing of alcohol

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

1. Internal fission strategic thinking

Being bigger and stronger is the most smooth and logical direction for enterprise development. With the expansion of enterprise scale and strength, firstly, it is "brand fission", developing a large number of new brands, parent-child brands, buyout brands, etc., and developing 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 Blossom Wine Industry extends from liquor business to Changchenglong Wine business, and Daughter Red Rice Wine extends to liquor category, etc. Enterprises naturally form a cross-border marketing strategic thinking on internal operation.

The internal fission cross-border marketing strategy of enterprise brands can strengthen and enhance the image of leading brands to the maximum extent, and satisfy consumers' different experiences of brands. For example, Anhui Gujing Wine Industry built star-rated Gujing Holiday Hotel in Bozhou and Hefei, which made Gujing brand rapidly promoted and strengthened in the field of business consumption.

2. External cooperative strategic thinking

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 "alcohol and tobacco don't separate", liquor industry seeks cross-border cooperation with tobacco industry to realize the mutual penetration and integration of brands, thus giving liquor brands a sense of three-dimensional sense and depth.

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

second, three marketing modes of cross-border marketing of alcohol

Cross-border marketing is nothing unusual in the marketing field, but the application of cross-border marketing in the wine industry has gradually become a new marketing mode, and more and more famous 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. After in-depth research, Fangde Marketing Consulting Company found that there are three kinds of marketing models for liquor cross-border marketing that can be innovated.

1. Brand-centered cross-border marketing model

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

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".

in the absence of cases in cross-border marketing of alcohol, let's boldly innovate and imagine a case. For example, on the basis of adhering to the cultural concept of "home" and modern business consumption experience, we need to find a strong brand to strengthen this culture and consumption experience. I think we can consider combining with "Home Inn" to strengthen the "home" culture of blast furnace home wine and the experience of business people with the appeal of "Home Inn". 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 Inns not only realizes cross-border marketing of the brand, but also opens up a brand-new sales and promotion channel. Therefore, cross-border marketing with channel as the core is also a good innovation model.