due to the rapid development of domestic liquor, the channel war for catering enterprises has intensified among brands, and there are various ways, such as rebate, bottle opening fee, plate-in-plate mode, selling shops and so on. The reason why catering channels are highly valued lies in traditional customs, such as eating, gathering, and treating guests without drinking. However, in recent years, with the regionalization of liquor sales, the promulgation of various policies and decrees that are unfavorable to liquor, such as the strict investigation of drunk driving by the state, and the change of consumers' consumption habits, the number of people entering the store and the amount of consumption have gradually decreased, and the catering channels have gradually moved towards low profits. Although the business of catering enterprises is still booming, the changes in the market environment and consumption habits have directly led to the plummeting of their liquor profits. The price of liquor has soared, and public consumption tends to be cautious. After Maotai and Wuliangye set off the wind of domestic liquor price increase, the price of liquor has increased significantly, whether it is a national first-line brand or a regional brand. Especially in the middle and high-end wine market, the price range is more obvious. In the first few years of 2111, drinking more than 1,111 yuan of wine was considered a luxury, but now more than 1,111 yuan of wine directly fell into the low-end wine. At present, the price of high-end liquor in the market is above 811; The mainstream price of mid-range liquor is around 511; According to the current market price level of liquor, liquor below 311 is considered as low-grade liquor. Although liquor at various prices is aimed at different consumer groups, the quality of liquor has not become better despite the rising price of liquor. Many liquor companies blindly expand their production capacity, which also reduces the quality of low-end liquor to a certain extent, so liquor below 111 can't be felt in consumers' minds. China's liquor market is dominated by government and business markets, and most of the sales are supported by them. Now the price of liquor is so expensive that ordinary consumers can hardly afford it; Moreover, domestic prices are soaring, and only under special circumstances will people consume slightly more expensive wine. In general, anyone who has the heart to drink once will spend hundreds, and if he drinks more, he will spend thousands. Therefore, at present, consumers' consumption of drinks is not as casual as before, but gradually becomes cautious and the consumption frequency tends to be rational. Affected by the wind of prices, the catering industry has also been affected, and it has become a fact that eating in stores is expensive. People tend to be cautious in catering consumption and gradually tend to entertain at home. This directly led to the cold consumption of drinks in restaurants, and the profits of drinks in catering enterprises naturally decreased. Limited consumption in the store, customers' cognition is obviously unfavorable to the consumption of drinks in catering channels. From the beginning, it was portrayed in customers' minds with the impression of "profiteering", and liquor brands competed for it at any cost, which made people question it. With the continuous emergence of various new consumption channels of liquor in recent years, traditional channels are also facing challenges. The information about the sales model of traditional channels has gradually become public, and consumers' awareness of major channels has also increased, and catering channels are no exception. The division of its interests is also known to all, and all kinds of profit-making means of restaurants have also been clarified, which makes consumers re-recognize the consumption of drinks in stores. After many things know the truth, people will become indifferent. They used to spend money in stores, but now they have become wise. Usually, the price of drinks in restaurants is higher than that of the same products in the market, so restaurants should ensure that they get the maximum benefits, and liquor brands should be rewarded according to sales volume, which makes the prices of drinks in restaurants differ greatly from those in the market. Because of this, consumers have a negative perception of the supply of drinks in restaurants, and the consumption in stores has also decreased. Usually, when many food and beverage outlets sell liquor, they are bought by a certain brand alone, and they can only sell liquor of this brand, and others cannot be sold. This virtually reduces consumers' choices. When customers enter the store and want to drink a certain brand of liquor, rather than the liquor sold in the store, this will form customers' unfavorable choice cognition, and they will feel that this store has no wine that they or friends want to drink. Over time, this impression will be passed from one person to many people, and finally it may become that this store has no good wine. When customers always can't drink the wine they want here, not only will their cognition be unfavorable, but even if they eat in the store, they won't want any more drinks. The increase of self-brought liquor has impacted the catering liquor market. In recent years, the price of liquor has become extremely expensive, which has also spawned the popularity of the low-end liquor market. The general consumer groups can also choose to buy liquor that they can afford. In addition, the price of liquor in catering channels is not expensive, but there are fewer choices, and consumers' habits have become diversified. This has given birth to the emergence of self-contained drinks in catering consumption in recent years, and it has become more and more popular. A large number of customers who enter the store will bring their own drinks. Generally, drivers always carry several cases of white wine in the trunk so that they can drink it at any time when they go out to eat with friends, which is attributed to people's self-preference for brands and price selectivity. The appearance of self-contained drinks is also a kind of self-protection for people to cope with soaring prices and expensive liquor; It is also the embodiment of habitual consumption. I am used to drinking a kind of wine, even if it is recommended by restaurants, it is difficult for them to try again. The original profit is gradually falling in the consumption of catering drinks, and the appearance of self-contained drinks directly hits catering enterprises, which seriously impacts the wine market of restaurants. The increase of consumers' own drinks directly reduces the number of customers who come to the store for consumption, and at the same time, it will have a chain reaction. Some customers will bring their own drinks into the store for consumption, which will lead to more people bringing their own drinks into the store for consumption. This situation will become more common in the future, and the consumption of drinks in restaurants will inevitably face a difficult situation. Looking at the above analysis, it is a reality that the profit of drinks in catering enterprises has decreased, and the increase in the number of people bringing their own drinks has led to the stagnation of the sales of drinks in the store. Faced with these unfavorable situations, how can catering enterprises get high profits from drinks? Innovative custom-made wine, a sharp weapon to gather high profits. There are many new sales channels in domestic liquor sales models in recent years, and custom-made wine is one of them. Its appearance has also attracted great attention from major liquor brands in China. However, custom-made wine has always been above daily life with its niche image and luxury concept, so that ordinary consumers can only look at it from a distance. Obviously, with the development of the times, personalized demand has increasingly become the mainstream consumption concept of society, people's demand for customized consumption is increasing, and catering customized culture is also increasingly sought after. If liquor brands can also make customized wine for catering, it can also become a part of catering culture. Today, in the catering industry, mandatory requirements such as "refusing to bring your own drinks" and charging corkage fees have been cancelled. It has become an urgent demand in the market to respect individual choice and adopt safe alcoholic products. And catering custom-made wine can meet this demand of consumers, which has obvious unique advantages. At the same time, it can also be realized that catering enterprises can customize the wine exclusively for the members in the store, and at the same time, they can launch the wine exclusively for each customer, which can also attract consumers. Customized liquor is a direct selling mode, which reduces the link between catering enterprises and liquor brands, and can realize the high profit of customized liquor, so that the liquor in restaurants can return to the era of high profit. If liquor brands want to make customized wine in catering channels, they can occupy the field of customized wine with the most reasonable price and exclusive service, promote consumers to choose wine from catering enterprises, and at the same time maximize brand value for enterprises. And it must be a direct selling service mode, and the products directly reach the customers after leaving the factory, so that the profits of many links in the traditional sales process can be concentrated and the service cost can be given to the catering enterprises, which ensures the value profit of the catering enterprises. At the same time, it is also necessary to launch customized wine system services, implement "one-to-one" consulting docking, and provide dedicated lines to provide various "customized wine" solutions, supporting products and value-added services according to different types of customers, from pre-sales consultation to after-sales tracking. This set of complete and orderly customization mode is bound to meet the wine demand of catering enterprises. In addition to the historical and cultural value of liquor brand itself, the quality of liquor is excellent, which can win the consumer demand well, which effectively improves the profit of liquor of catering enterprises. With the continuous expansion of the scale of domestic liquor, both in terms of capacity and quantity, it is constantly expanding. In the future, supply will inevitably exceed demand, so if liquor enterprises want to ensure efficient sales, they must innovate sales channels. The combination of emerging custom-made wine and traditional catering channels can play a double strengthening role, thus promoting consumption and making brands and catering enterprises achieve double profits. Welcome to discuss your views with the author of globrand (Global Brand Network), a creative advertiser in the digital age of China, the first to propose the brand definition of the post-91s generation, the brand planner in the E era represented by the post-91s generation, and the founder of Lingyuan Advertising Creative United. A keen insight into the changes in the market environment and efficient control of the consumption analysis of the target audience, especially the research on the consumer groups in the digital age represented by the post-91s generation, will provide the brand with all-round strategies that best suit the external environment and target audience, and escort the brand in the new era. Zou Wenjie, whose real name is, has long been concerned about the latest trends of domestic liquor, wine, beverage and other industries, and has begun to have original marketing opinions on product sales and regional markets. He has made unremitting research on brand theory and dared to innovate ideas to cater to the market. ) Enter Zou Lingyuan's column