The Successful Way Of Small And Medium Sized Liquor Enterprises

At present, the middle and low end market of liquor industry is mainly occupied by a large number of small brands and miscellaneous brands, and the market concentration is very low.

According to the law of consumer demand, the common demand of consumers in the middle and low end market is much more obvious than that in the high-end market. That is to say, in the middle and low end market, as long as the brand strategy is appropriate, the monopoly of a few large brands is most likely to happen, and this has been confirmed in many other industries.

But why in the traditional liquor industry, low-end market brand concentration will be so low?

Guo Ye believes that there are two main reasons: 1, because everyone's brand management concept has been solidified by traditional wine culture; 2, the spiritual image of low-grade brands has not been sufficiently valued and grasped. It is generally believed that liquor brand culture is only needed by high-end brands. Low and medium brand consumers do not pay much attention to them, and the construction of brand culture requires a large amount of funds, which will increase the cost of products, which is a thankless task.

Therefore, if we want to change the current situation of the middle and low end liquor market, we should first liberate it from the misunderstanding of traditional liquor culture and consumer demand.

In today's liquor market, whether high, medium or low-grade brands, the most important brand factors that affect consumers' purchasing decisions are not products, but are in brand culture to meet the spiritual needs of consumers.

At present, in the many brands located in the middle and low market, the cultural connotation of the brand is almost a blank. Most of them can only rely on the very passive and low-level marketing methods and means of liquor making enterprises such as history, reputation, packaging, quality and price to participate in the market competition. As a result, the connotation of most middle and low grade liquor brands is incomplete, and the comparative advantage among brands is weak. This may be the key reason why the concentration of liquor brands is always so low.

Many operators may think that the difference between brand high school and low grade is mainly reflected in the quality, price and packaging of liquor products. This is a very narrow understanding.

In fact, the difference of liquor brand culture is the core, because human needs include two aspects: material and spiritual.

In today's wine market where products are highly homogenized, cultural differences that brand can meet the needs of consumers is the key to success.

Different consumption levels are different in terms of the type and urgency of spiritual satisfaction. Therefore, relying solely on traditional wine culture is difficult to meet the spiritual needs of many consumers.

The traditional culture of tea and liquor has great commonality. In recent years, the success of tea beverage market has important inspiration for liquor making enterprises.

If the tea beverage, like the current white wine industry, is still holding the traditional tea culture, it is absolutely impossible to image such a huge market scale.

It can be said that the main reason for the success of tea beverage market development is to discard the traditional tea culture and give her a new modern fashion culture.

Although there are great differences between tea beverage and liquor in terms of product nature or consumer characteristics, the practice of giving traditional culture and products to contemporary culture is equally feasible in any industry.

The types of consumers' spiritual needs are determined by their natural characteristics and behavioral characteristics.

Natural characteristics such as age, sex, region, stratum, occupation, income and so on. Behavioral characteristics mainly refer to personality, values and lifestyle. It is not difficult to understand why there are different reasons for different consumers' spiritual needs.

We have a correct understanding and understanding of the differences in various consumers' spiritual needs. The liquor industry breaks through the constraints of traditional culture, formulating a new brand strategy with customer demand oriented, and giving the brand new connotation the correct strategic orientation.

Changing the status quo of the brand dispersion of the liquor industry makes it possible for the market to concentrate on the development of a few large brands.