How to sell liquor in summer

I think you should first define your own wine, low, medium or high-end? What kind of consumer group is it suitable for? If you want to promote it? The most successful Chinese liquor marketing company is Jinliufu, so advertising is a must. few. After you decide to position your wine, you can ask the manufacturer for advertising and promotion fees. Then you decide whether to enter the restaurant market or go into a market such as weddings. Theoretical things are still needed. You have to study the theory, combine it with your own products, and then find your own marketing methods, so you still need to refer to the following content:

With the development of people's living standards With the improvement of food quality, people pay more attention to nutrition and science in diet, and pay more attention to taste and personality. Today, when consumption is gradually becoming more rational, the cultural aspects of liquor are constantly improving, from hero culture to loneliness culture, from hospitality to gifting, from blessing culture to luck culture, as a function of weddings and funerals, festivals, gatherings with friends, and visits to relatives and friends. One of the leading products. The approach of the Spring Festival has made the current competition for liquor very fierce. In order to win more markets, liquor marketing must not only be deeply segmented in terms of communication and channels, but also pay attention to terminal sales and do a good job in closing the door. Because of the pull of advertising Marketing must be more effective in conjunction with the “push” of the terminal.

1. Seize terminals

Liquor terminals are reflected in many aspects. According to the traditional analysis, they mainly include hotels, stores, bars, supermarkets and department stores. If you want to expand your ideas, To implement grafting marketing, its terminals can be extended to wedding photo studios, tobacco stores, outdoor, etc. To market and seize terminals, one is to segment the terminals into ABCs for classified management; the other is to carry out promotions in terms of strategies. Such as serialized and vivid product arrangements, such as promotions for different targets, such as bundled sales, etc.; third, we must use personnel to sell at the terminal and sell outdoors, both to attract customers to come in and to take the initiative to go out. .

2. Terminal refinement

(1) Hotel terminal

Hotel terminal is a battleground for liquor merchants. There are three main promotions for hotel terminals. Groups:

First, mainstream hotel owners. The consumption of liquor, especially mid- to high-end liquor, is mainly concentrated in hotel terminals. The hotel owner plays a crucial role in the liquor sales process. For liquor to enter a hotel, in addition to giving the hotel a huge entrance fee, it must also carry out promotions for hotel owners. Only in this way can the product be directly promoted to consumers through the hotel owner on the one hand, and ensure that the product is sold in the hotel on the other hand. Activities carried out by the hotel can proceed normally. Direct benefits are given to hotel owners at the terminal to stimulate the enthusiasm of hotel owners to promote new liquor products. The two common methods are mainly distribution rebates and sales rebates to meet the psychological expectations of hotel owners. For example, for hotels that have reached a certain amount of sales, hotel owners will be organized regularly Travel and prepare hotel management, employee management and other related training for participating companies.

The second is hotel promoters or waiters. The last step in the liquor sales process is for hotel promoters or waiters to successfully recommend the product to consumers. This is the most important step in product sales, especially liquor products, and it is also the final "final touch." Employing full-time promoters with good image and promotional skills in hotels can largely support the brand's word-of-mouth publicity, enhance the consumer image of the product brand, and effectively shorten the distance between the product and consumers. It is necessary to recruit young female full-time promoters who are dignified, decent, good-looking and fluent in language expression, and design uniform clothing for them that is simple yet elegant. The style must be consistent with the product brand style, so that they can be familiar with the quality of promotional products. and brand connotation, especially the wine culture contained in product packaging, allowing them to spread its inner cultural connotation when recommending products. At the same time, full-time promoters can organize some entertaining programs in the hotel, such as setting up karaoke in the hotel. ok deck, consumers who drink this brand can choose a full-time promoter to sing, or request songs for friends on the spot, or participate in lucky draws and other activities at the dinner.

The third is hotel consumers.

The ultimate goal of terminal sales is to allow consumers to purchase products. In the process of consumer promotion, many innovative promotion strategies can be adopted, such as playing a "coin" storm and setting foreign currency or RMB in the bottle; such as launching a prize promotion, Use the form of scratch cards and gift giving to set up different award gifts with great cultural and collection value, card collection and prize-winning activities, etc., such as placing exquisite foil gold bookmarks in each bottle of wine, or product packaging design It becomes an exquisite classic collection, and when setting up gifts, you must pay attention to its culture, value, and taste.

(2) Stores and supermarket terminals

Stores and supermarkets are the second largest terminals after hotels. In the promotion process of this terminal, one is to strengthen POP advertising and Store advertising, such as new product launch posters, hanging flags, display boards, using TV to display corporate image or product production process, etc.; second, product stacking management is implemented, that is, products are stacked and placed in eye-catching locations or provided with counter displays. ; Third, it can produce carrying supplies with product promotion marks for supermarkets and stores, such as plastic bags, baskets, etc.; Fourth, during the cultivation period of the product, it can be combined with physical promotions, or it can be entered through bundled sales or promotions; The fifth is the cultivation of terminal shopping guides. In stores and supermarkets, shopping guides are very useful and have a huge impact on consumers' choices, such as the ability to observe words, differentiated images, sales skills, etc.

(3) Outdoor

In order to quickly seize terminals, going out is also an effective strategy. In the supermarket sector, outdoor activities are generally carried out in conjunction with supermarkets, but For developing rural markets, outdoor road shows are a very good marketing strategy. In the process of developing the rural market, since the brand has not yet been truly formed, identifying the tastes of rural consumers, cultivating and guiding all rural consumers to a new thinking habit and consumption model is the way for liquor brands to cultivate the future market (i.e. rural market) the main breakthrough. For the promotion of this terminal, outdoor roadshows are more effective, because they are currently preparing for the festival and buying new year goods. If you use the market time to hold outdoor roadshows in towns and markets, and cooperate with corresponding promotional activities, you can not only enhance the brand's image among this group, but also promote sales. Of course, outdoor roadshows require early publicity and momentum, and more people need to understand, recognize, and even directly generate purchasing actions. Naturally, many people need to know and participate in this event to achieve the publicity and sales purposes of outdoor roadshows.

(4) Wedding Photo Studio

As one of the main markets for liquor, the wedding banquet market is an effective way to truly expand wedding banquet channels with the help of the wedding photo studio. The goal of this group Consumers need to get goods and services that include more promise of benefits (both spiritual and material). They should not only sell wedding wine, but also combine wedding services to make a good deal. Use two-way cooperation and joint promotion to intervene to compete for attention, gain the first impression, and promote indirect sales. First of all, you need to win the goodwill of the photo studio. During the photo studio’s promotions, take the initiative to offer the brand’s liquor as a gift to every newlywed couple taking photos. Secondly, persuade the photo studio to set aside a special corner for the liquor display, distribution of wedding invitations and promotions. Information, strive to create an atmosphere of special wedding wine; in terms of method selection, you can bundle "XX wine wedding photography" for promotion, set up a larger profit margin, and give away wedding supporting services, etc., to give target consumers a real benefit commitment . It can be carried out for wedding service companies; it can be combined with famous local wedding candy distribution points or business departments. For example, the liquor brand's "Slogan" must be printed on calendars, posters, product display stands, product leaflets, round and heart-shaped balloons, happy stickers, guest sign-in books, invitations, seating arrangements, etc. , effectively combine celebration, elegance, and eye-catching; such as purchasing liquor as wedding wine and providing float services; such as purchasing liquor as gifts with corresponding red wine, wedding candies, etc.

3. Push-pull interaction

"Channel is king" and "terminal wins". To market terminals, it is necessary to effectively combine push and pull, integrate in communication, and target SP for terminals. It needs to have a new reason, new selling point, new activity form, and be good at taking advantage of the situation and building momentum; it needs to be promotional, public welfare, authoritative, and news current affairs.

For example, a certain brand of liquor launches a beauty pageant, but the requirement is to drink three ounces of the brand's liquor first, and the "drunk beauty" becomes the focus of discussion; for example, a certain brand of liquor launches sub-liquor, which wins the eye; for example, it launches industrial tourism and Experience activities; such as launching dealer and terminal training plans; such as implementing focus communication, etc. In terms of terminal sales, we will strengthen promotion efforts, especially at festivals, banquets, parties, etc., strengthen group purchases and bundled sales, and conduct in-depth distribution to continuously seize the terminal market.

Of course, there are many liquor terminals, such as community stores, bars, etc. In today's increasingly fierce competition, liquor sales will be determined by terminals. This requires liquor companies to strengthen the control and sales of terminals, win consumers' consumption rights and preferences, segment terminals, and carry out promotions for different terminals. Innovative promotion strategies not only win eyeballs, but also win the market; not only seize existing terminals, but also work intensively to win a larger market.

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