In fact, there are many opportunities in the summer, the key is to see how the liquor business to change the concept and strategy, some companies take this off-season compression of various expenditures, the knife and gun into the warehouse, the horse on the South Mountain, a supine scene, pessimism and disappointment posture. This is a waste of time, but to competitors provide a lot of opportunities. So liquor companies should completely change the "off-season" awareness, set up "off-season is not light" a new concept, as long as the "city" in the man-made, off-season can be avoided, can be through a series of The company's main goal is to create an environment that is conducive to the development of the market.
Research and development of new products
For the arrival of summer, according to the new needs, product development and innovation, the development of marketable products. Our liquor business, for the summer can develop a drink without hindrance and can cool down the heat, different from the beer summer liquor, change the liquor simply "hot" inherent style, give the liquor hot and cold compatible with the new characteristics of the creation of a summer hot new selling points.
Shandong Luneng Group in 2006 for the summer research and development of summer liquor - small world Qilian glacier wine. The wine is the Luneng Group according to the Tang and Song Dynasty famous brew - Ganzhou "rouge green" brewing basis, coupled with the successful brewing from the glacier snow water. Small world Qilian glacier series of liquor were named "wind, flowers, snow, moon", reproducing the ancient culture of Shandong, Shandong culture into a high-grade liquor. The small world Qilian glacier wine this special summer cultural wine soon occupied a small market space, coupled with the quality of the product and packaging are also good, the summer market was more popular.
Development of new channels
Entering the summer, the normal main sales channels of liquor will shrink, but at the same time some other sales channels have become new opportunities.
1, the freezer. The traditional concept that the attributes of liquor do not need to be on the freezer, but the need for summer anti-marketing should make liquor on the freezer, and competitors beer, beverages to seize the terminal space, change the consumer's consumption habits, so that they do not need this product in the less need for this product season to become a need for this product.
2, dissimilar partners. As the saying goes: peers are enemies, which also shows the cruelty of the industry competition, at this time you can consider cooperation with the alien industry, its biggest advantage is that you can take advantage of the situation.
For example, in the summer liquor products can choose to sell beer, beverages and other products for cooperation, because these products in the summer belong to the sale of products, and liquor will not produce direct competition, cooperation is easier to negotiate. In addition, the choice of necessities for cooperation is also very feasible way. For example, in summer, you can cooperate with seasonings, food and oil categories for promotion.
3, mobile terminal. Relative to ** drinks, liquor is rarely sold along the street stalls marketing, in the summer is hidden in the boudoir, which makes the liquor against the trend more obvious. Therefore, off-season sales to "bounce back", it is required to go out of liquor, on the mining community to go to the community under the rural areas, to strengthen the creation of mobile terminals and marketing, in the case of consumers are not expected, take the initiative to contact with them to increase consumer awareness of the brand of white associations and participation, and at the same time, to achieve a better sales results.
Guiding consumer attitudes
The formation of the off-season, and people's consumer attitudes have a certain connection, if you can guide and even change people's consumer attitudes in the summer, you can increase sales.
Summer consumers like to drink beer, then you can target beer and liquor for comparative publicity: beer can indeed cool down the summer heat, but a large number of drinking easy to lead to bloating, sweating, dietary intolerance, to the kidneys, bladder to increase the burden; and in the low-degree liquor in the addition of an appropriate amount of heat to dispel summer heat, benefit the vitality of the body, spleen and stomach and other Chinese medicines, can effectively prevent heatstroke and a variety of undesirable symptoms of the high temperature and humidity. At the same time can also vigorously publicize "chilled white wine is also good to drink" and other concepts to health as the theme, vigorously publicize the culture of white wine, guiding consumers to form the concept of summer also want to drink white wine.