For business, it is more important to pay attention to a website for liquor business. (Jiujiuke), you can Baidu this one. It is jointly created by China Daily, a central first-level news media. The Internet media platform of Pingjiu.com observes the Chinese wine industry and the world wine industry with a high degree of depth, authority, and a global perspective, interprets the success of the Chinese wine industry, and promotes the Chinese wine industry to glory

relative autumn In winter, liquor sales will drop significantly in summer. This is the arrival of what the industry calls the "off season" of liquor. "Off-season" is actually a vague concept, because "there are only weak products, not weak markets." If a company blindly believes in the off-season and has no way to start during the off-season, it will fall into a marketing misunderstanding.

In fact, there are many opportunities in summer. The key is to see how liquor companies change their concepts and strategies. Some companies take advantage of the off-season to compress various expenses, put their swords and guns in storage, and let their horses go to Nanshan. There is a scene of cessation, pessimism and disappointment. posture. This wastes a lot of time and provides many opportunities for competitors. Therefore, liquor companies should completely change the awareness of "off-season" and establish a new concept of "not off-season". As long as the "market" is artificial, the off-season can be completely avoided and market opportunities can be won through a series of methods.

Research and develop new products

In response to the arrival of summer, we will conduct product research and innovation according to new needs and develop marketable products. Our liquor company, for the summer, can develop a summer liquor that is easy to drink and can cool down and dispel heat, which is different from beer. It changes the inherent style of liquor that is simply "hot and refreshing" and gives liquor new characteristics of being compatible with both hot and cold. Create a new selling point that is hot in summer.

For example, the summer liquor developed by Shandong Luneng Group in 2006 for summer - Xiaotianxia Qilian Glacier Wine. This wine is successfully brewed by Luneng Group based on the famous wine of the Tang and Song Dynasties - Ganzhou "Rouge Green", plus glacial snow water. Xiaotianxia Qilian Glacier series wines are named after "wind, flower, snow and moon" respectively, recreating the ancient culture of Shandong and creating mid-to-high-end liquor containing Shandong culture. Xiaotianxia Qilian Glacier Wine, a cultural wine specially designed for summer, quickly occupied a large market space. In addition, the product quality and packaging were also good, and the market was relatively popular that summer.

Develop new channels

Entering summer, the normal main sales channels for liquor will shrink, but at the same time, other sales channels will become new opportunities.

1. Freezer. The traditional concept is that the properties of liquor do not require refrigeration, but the need for anti-marketing in summer should make liquor refrigerated to compete with competing beers and beverages in the terminal space, change consumers' consumption habits, and allow them to use this product when they do not need it. Seasons become necessary for this product as well.

2. Alien partners. As the saying goes: peers are enemies, which also illustrates the cruelty of industry competition. At this time, you can consider cooperating with heterogeneous industries. The biggest advantage is that you can take advantage of the situation.

For example, for liquor products in summer, you can choose popular beer, beverages and other products for cooperation, because these products are hot-selling products in summer and will not directly compete with liquor, so cooperation matters are easier to negotiate. . In addition, choosing daily necessities for cooperation is also a very feasible way. For example, in summer, you can cooperate with condiments, grains and oils and other categories for promotions.

3. Mobile terminal. Compared with high-end drinks, liquor is rarely sold on the street or set up stalls, and in hot summer it is even hidden in boudoir, which makes liquor go against the trend even more obviously. Therefore, in order to "rebound" in off-season sales, it is necessary for liquor to go out, go to mining areas, communities and rural areas, strengthen the creation and sales of mobile terminals, proactively contact consumers when they are unexpected, and increase consumer dialogue. brand association and participation, while achieving better sales results.

Guiding consumption concepts

The formation of the off-season has a certain connection with people's consumption concepts. If we can guide or even change people's consumption concepts in summer, we can increase sales.

Consumers like to drink beer in summer, so you can compare and promote beer and liquor: Beer can indeed cool down and relieve heat, but drinking a lot can easily lead to abdominal distension, sweating, poor diet, and increase the burden on the kidneys and bladder. Adding an appropriate amount of traditional Chinese medicines such as heat-clearing and heat-clearing, replenishing qi and fluid, and strengthening the spleen and stomach to low-alcohol liquor can effectively prevent heat stroke and various adverse symptoms caused by high temperature and humidity. At the same time, we can also vigorously promote concepts such as "ice-cold liquor is also delicious", vigorously promote liquor culture with health as the theme, and guide consumers to form the concept of drinking liquor in summer.