The off-season of autumn and winter is the period when the marketing strategy of beer companies is the most tested. Marketers need to face consumers with tighter wallets and more value. the opportunity to make long-term investments. It can be said that in the whole business operation link, beer off-season marketing plays a role as a link between the past and the next. How can beer companies, especially those in the south, take precautions and find countermeasures to reverse the situation of "depending on the sky" and turn the crisis with the trend of "people will conquer the sky". For business opportunities, to maximize the life of the product market, it will affect the success or failure of the beer company's sales throughout the year.
So how can beer marketing in the off-season highlight its true character, unconventional, and surprising success? How can the off-season Latest Mailing Database marketing of beer fully reflect its special communication characteristics and fresh and bright marketing mode as a seasonal product?
**Change the misunderstanding of the off-season
For a long time, under the old management system, many enterprise employees developed the outdated idea of "waiting and relying on demand" and doing nothing during the off-season, which seriously affected the operation of the enterprise. Therefore, the correct solution to the problem comes from the correct understanding and understanding of the problem. Therefore, to deal with the off-season problem, we must first educate and guide the majority of employees to change their understanding of the off-season, change the mentality of employees ' " leisure " from the concept , and make the employees clearly and recognize the "off-season". The essence of "not weak, breaking through the off-season": ①Saturated market, often refers to the saturation of a certain market as a whole or a certain area, rather than that every part is saturated; ②The concept of off-season comes from the emergence of a saturated market, but Saturated market is not a concept of absolute saturation, the key "market" is artificial; 3. Only with weak products and no weak market can innovation make a difference. ④The concept of off-season is a harmful concept. Employees who do not change the concept of off-season will damage the enterprise and personal career. So as to lay the ideological foundation for the practical actions of the next off-season management and marketing.
Product innovation makes off-season hot sales
Product innovation is the core and soul of the entire off-season marketing. "There are only weak products, there is no weak market." This should be the common understanding of every beer company. Strictly speaking, off-season is just a relative concept and an outdated term. There has never been an off-season product. Innovative things are always attractive . Product innovation is the key to creating a good situation in the off-season beer market. Therefore, in order to prevent the product of beer from entering the so-called "off-season recession period" prematurely, causing heavy losses to enterprises and consolidating market share, beer enterprises must devote themselves to researching and developing new market-oriented functional products - a kind of new products that can be used in extraordinary times (winter season) ) has a special meaning, can drink without hindrance and warm up the body. Different from white wine and rice wine, winter beer overcomes the technical difficulties of beer coldness, changes the inherent style of beer that simply cools off heat and drives heat, and creates a beer that is compatible with both hot and cold temperatures. new look.
Lulu, a well-known beverage across the country, launched the propaganda slogan "Drinking Hot Lulu in Winter", which led to the consumption habit of drinking hot Lulu after drinking hot beverages in winter . At the same time, Lulu combined the Spring Festival gifts, packaging the products with festive and auspicious "Fu", thus changing the single image of the product as a summer drink, with the new function of hot drinks and the new use of holiday gifts, making Lulu sales off-season also become sales In the peak season, this should be a classic of product innovation in the off-season. Therefore, new uses and new functions are often catalysts for product marketization, which can stimulate new consumer demand, attract old customers to buy, and expand new consumer groups. At present, many large-scale beer enterprise groups have developed winter beers such as warm beer, red beer, hot pot beer, ginger beer and other winter beers in response to the large demand for human body heat in winter. The health care beer, etc., gradually created a new selling point in the cold season, which made the corporate marketing relatively busy throughout the year and became a new point of corporate profits.
But now the development and promotion of winter beer as a special seasonal functional beer is in "applause.
The embarrassing situation of “not being popular” makes it difficult to become bigger and stronger. One of the deep-seated reasons is that the investment of enterprises and the industry is generally insufficient. Taking winter beer as a main business, most of them are regional brands, but they are faced with less capital and radiation. Weak and small-scale bottlenecks, brand influence and market penetration are mostly limited to the province, and national beer brands such as Tsingtao Beer and Yan Beer are only regarded as "sub-divisions", and it is difficult to devote themselves to persevering and expand the winter beer market, resulting in It is difficult for winter beer to use its strength to go to the whole country. This is worthy of deep consideration by the industry.
Formulate the off-season "double pull" policy to promote "double digestion"
Every winter and off-season, all distributors are reluctant to increase beer inventory and have no enthusiasm for sales. As a distributor, it invests funds in best-selling products such as liquor and red wine. In response to this situation, in order to transform products into terminal retailers and consumers, and truly achieve the purpose of promoting off-season sales, a strong "double-pull" policy can be adopted. .
The heavy beer consumer group is young and middle-aged, but young and middle-aged people, especially the middle-aged and elderly, drink beer seasonally, which is not easy to change. It is difficult to ask them to drink more beer in the cold winter, and it is difficult to ask them to drink more beer in the cold winter. Therefore, it is necessary to cultivate and guide new consumer groups through various promotional tools. However, promotional activities must be creative, innovative, unique, and different —a set of attractive and gimmicky large-scale off-season promotional activities must be specially tailored for those who dare to drink cold beer, so as to stimulate terminal consumption; The target should be accurate and appropriate ----- the target of off-season marketing should be mainly aimed at young people aged 18-28 who are brave and energetic, love fashion, and are willing to accept new ideas . Just like swimming in winter, there are always more young people than old people.