For liquor enterprises, changes in the market will inevitably lead to changes in corporate thinking. In my opinion, from 2005 onwards, and even for a long time to come, domestic liquor enterprises, especially small and medium-sized enterprises, may wish to refer to the following suggestions, so as to occupy a place in the fierce liquor market with the strategy of avoiding the real and avoiding the imaginary. (1) Building a Strong Regional Brand Due to the particularity, diversity and regionality of the domestic liquor consumption market, there are not many real national brands in the liquor market at present, such as Maotai, Wuliangye, Jiannanchun and LU ZHOU LAO JIAO CO.,LTD, plus Jin Liufu, Fang Shuijing and Jin Jiannan. Even these national brands, for every regional market, have not really achieved "national mountains and rivers red." This has left a broad market space for many small and medium-sized liquor enterprises in China. If you can't reach the "Mao Wu Jian Road", then you should try to become the "leading boss" in a certain area. For example, "Taishan Special Music" focuses on Dongguan, Shenzhen, Guangdong and Hangzhou in Jiangsu and Zhejiang provinces. "Wan" focuses on the Guangdong market; "Kouzijiao" is mainly concentrated in Shaanxi and Nanjing. Of course, it is very risky for enterprises to rely entirely on the regional market, because the decline of regional market benefits is likely to lead to total losses of enterprises. Therefore, on the basis of being the "number one" in regional markets, we should focus on regional markets and expand marginal benefits to the surrounding markets, or have the opportunity to join the ranks of "Mao Wu Jian Road". Even if it fails, it still retains the strength of regional market share. The strong regional brand strategies adopted by the three brands "Little Confused Fairy", "Jinliufu" and "Liuyang River" all exceed11000000. (2) The cultural charm of brewing liquor, such as "Lanling luminous cup, you need to drink pipa immediately" and "How to solve your worries, only Du Kang". Let people who like the things in the cup enjoy more poetic enjoyment while drinking jade wine. Nowadays, this cultural charm has become a powerful medicine for liquor enterprises to attack the city and plunder the pool in the market, and liquor culture, as an important development trend, is spreading rapidly in the domestic market. For example, Jiugui Liquor, which once occupied one of the highest prices of liquor in China, has developed from a small winery in a county into a well-known liquor enterprise in China by virtue of its liquor culture and the culture of "National pits", "Jiannanchun" and "Tang Palace" of LU ZHOU LAO JIAO CO.,LTD Co., Ltd. The rise of liquor culture is an inevitable product under the background of today's times. For the majority of small and medium-sized enterprises, culture will be an important weapon for them to occupy the market, and it will also be the best maintenance of consumer loyalty for a long time to come. Liquor brands with good cultural attributes will overflow more fragrance. Liquor culture also determines whether a brand can be effectively distinguished from many competitors, and on this basis, it highlights its unique brand personality and occupies the minds of target consumers. For example, Fang Shuijing's banner of "China Liquor No.1 Workshop" based on Fang Shuijing Site, and Guojiao 1573' s positioning of "China Liquor No.1 Pit" based on China's best-preserved and longest-lasting Guojiao Pool all have their profound cultural values as the backing behind their success. At present, some brands in the market advocate "happy culture", "family culture" and "fate culture", all of which are trying to grasp people's emotions and wishes and arouse people's hearts. Facing the rapid development of society, consumers' emotions will become more delicate, and liquor brands will have more cultural selling points to use. Therefore, liquor brands will have great cultural potential to be tapped. (3) Although the establishment of the brand in the era of robbery is not achieved overnight, it is also a shortcut to quickly establish product awareness and lay the foundation for brand creation in the current society with rapidly expanding information. These so-called "good oral colors" are what the author calls "time" symbols. For example, many brands of the times are seized by enterprises with the strategy of sub-brands, which not only enriches their products, but also extends their selling points and enhances the volume of the main brands. For example, moutai prince Wine, Liuyanghe Golden Century, Beidacang Fortune Wine and Forever Xifeng are all good examples of creating the characteristics of the times with sub-brands. Small and medium-sized brands can learn from this method, rediscover the shelves of consumers' mental needs with the good taste of sub-brands, and then promote the sublimation of main brands. For another example, the popular TV series "Liu Laogen" in the previous stage made the word "Liu Laogen" have a strong market attention. Many shrewd businessmen saw business opportunities and registered the trademark "Liu Laogen" one after another. As a result, "Liu Laogen" small shochu appeared in the market. If some medium-sized liquor enterprises with a certain scale take "Liu Laogen" as their sub-brand and "XX Liu Laogen" as their brand, I believe their main brand "XX" will become popular all over the country overnight. (4) The continuous refinement of brand personality is also a clever means to quickly create market differences, capture consumers' attention and win market share. It can be said that in today's increasingly homogeneous liquor products, how many advantages are lacking. In hotels, bars, supermarkets and even sugar and wine parties, personalized packaging, personalized advertisements, personalized tastes and personalized ideas abound. The philosophy of life of "little fool fairy" and the bagging and packaging of "alcoholic liquor" are all successful cases of creating wealth with personality in liquor market. Of course, new varieties and new flavor products have also become new growth points and new personality platforms in the liquor industry. At present, in order to meet the requirements of agricultural industrialization, clean and refreshing white wine with low acid, low ester, low methanol and low fusel oil and fruit fermented distilled wine with new style and taste have been developed with apples, hawthorn and other fruits as raw materials, which have adapted to the trend of consumers' health, taste and fashion consumption and have certain market development prospects. In addition, the market share of small bottles of liquor is also increasing. In major supermarkets, tobacco and liquor stores, popular hotels, large hot pot cities, etc. Many consumers have drunk small bottles of white wine. Small bottles of best-selling products, such as Yilite, LU ZHOU LAO JIAO CO.,LTD Co., Ltd. and Hongxing Erguotou, are just enough to drink. Consumers can choose their favorite brands according to their own personality, which is also a popular consumption trend.