I think we should first define our own wine, low, medium and high grade? What kind of consumer group is it suitable for, if it is promoted? The most successful liquor marketing in China is Jinliufu, so advertising is essential. After positioning the wine yourself, ask the manufacturer for advertising and promotion fees, and then you can see whether to enter the hotel or do the wedding market. Theoretical things are still important. You should study the theory, combine your own products, and then explore your own marketing methods. Therefore, it is necessary for you to refer to the following contents: With the improvement of people's living standards, people pay more attention to nutrition and science in diet, and pay more attention to taste and personality. Today, with the gradual rationalization of consumption, liquor is also improving in culture, from heroic culture to lonely culture, from hospitality culture to gift culture, from blessing culture to traffic culture, as one of the leading products for weddings, funerals, gatherings of friends and visiting relatives and friends. With the approach of the Spring Festival, the competition of liquor is very fierce. In order to win more markets, liquor marketing should not only be deeply subdivided in communication and channels, but also pay attention to terminal sales, because the promotion of advertisements must be coordinated with the "promotion" of terminals, and marketing can get twice the result with half the effort. 1. Seize the terminal of terminal liquor is reflected in many aspects. According to the traditional thinking, there are mainly hotels, shops, bars, supermarkets and department stores. If we expand our thinking and implement grafting marketing, its terminal can be extended to wedding photo studios, tobacco specialty stores, outdoor and so on. , marketing, seize the terminal. First, the terminal should be subdivided into ABC for classified management; Second, we should promote sales strategically, such as serialized and visualized product arrangement, such as promotion for different objects, such as bundled sales. Third, we should use terminal personnel to promote sales, promote sales outdoors, attract customers to come in and take the initiative to go out. Second, the terminal refinement (1) Hotel terminal Hotel terminal is a battleground for liquor merchants. There are three main groups to promote hotel terminals: first, mainstream hotel owners. Liquor, especially high-end liquor, is mainly consumed in hotel terminals. Hotel owners play a very important role in liquor sales. In order to enter the hotel, in addition to giving the hotel a huge admission fee, it is also necessary to promote the hotel owner. In this way, the products can be directly sold to consumers through the hotel owner, and on the other hand, the activities of the products in the hotel can be guaranteed to be carried out normally. In the terminal, the hotel owner can directly make profits to stimulate the enthusiasm of the hotel owner to promote new liquor products, and mainly meet the psychological expectations of the hotel owner through two common ways: distribution rebate and sales rebate. For example, for hotels with a certain amount of sales, organize hotel owners to travel regularly to prepare hotel management, staff management and other related training for participating enterprises. The second is a hotel promoter or waiter. The last link in liquor sales process is that hotel promoters or waiters successfully recommend products to consumers, which is the most important link in product sales, especially liquor sales, and also the last "final step". Equipped with full-time promoters with good image and promotion skills in the hotel, it can support the brand's word-of-mouth publicity to a great extent, enhance the consumer image of the product brand and effectively narrow the distance between the product and the consumer. It is necessary to recruit young female full-time promoters who are dignified and decent, have a good image and are fluent in language expression, and design simple and generous uniform clothes for them as a whole. The style should be consistent with the brand style of the product, so that they can be familiar with the quality and brand connotation of the product, especially the wine culture contained in the product packaging, so as to spread its internal cultural connotation when recommending the product. At the same time, some entertaining programs can be organized by the hotel's full-time promoters. For example, if a karaoke booth is set up in the hotel, all consumers who drink this brand can choose full-time promoters to sing, or order songs for friends on the spot, or participate in activities such as lottery at dinner. The third is hotel consumers. The ultimate goal of terminal sales is to let consumers buy products. In the promotion process for consumers, many innovative promotion strategies can be adopted, such as staging a "coin" storm and setting foreign currency or RMB in the bottle; For example, there are prize-winning promotions, scratch cards and gifts, different prize-winning gifts with great cultural and collection value are set up, and prize-winning activities for card collection are held. For example, you can put a beautifully made gold foil bookmark in each bottle of wine, or you can design the product packaging into a delicate and classic collection, and the setting of gifts should pay attention to its culture, value and taste. (2) Shops and supermarkets are the second largest terminals after hotels. In the promotion process of this terminal, one is to strengthen POP advertisements and store advertisements, such as posters, flags and display boards of new products, such as using TV to show corporate image or product production process. The second is to implement product stacking management, that is, product stacking is placed in an eye-catching position or displayed in a counter; Third, you can make carrying articles with product publicity signs for supermarkets and stores, such as plastic bags and baskets; Fourth, in the product cultivation period, it can be combined with entity promotion, or it can be cut in by bundled sales or promotion; Fifth, the cultivation of terminal shopping guide. In shops and supermarkets, shopping guide is very useful and has a great influence on consumers' choices, such as the ability to read words and observe colors, differentiated images, sales skills and so on. (3) In order to quickly seize the terminal outdoors, going out is also an effective strategy. In Shang Chao, outdoor activities are generally carried out in cooperation with Shang Chao, but for the development of rural markets, outdoor roadshows are a very good marketing strategy. In the process of developing the rural market, because the brand has not really formed, liquor brand is the main breakthrough to cultivate the future market (that is, the rural market) by identifying the tastes of rural consumers and cultivating and guiding all rural consumers with brand-new thinking habits and consumption patterns. For the promotion of this terminal, the effect of outdoor roadshows is better, because everyone is preparing for the festival and buying new year's goods. If we hold outdoor roadshows in towns and markets during the fair and cooperate with corresponding promotional activities, we can not only enhance the image of the brand in this group, but also promote sales. Of course, outdoor roadshows need pre-publicity, and more people need to know, recognize and even directly produce purchase behavior. Naturally, many people need to know and participate in this activity in order to achieve the publicity and sales purposes of outdoor roadshows. (4) The wedding banquet market of wedding photo studio is one of the main markets of liquor. In order to really expand the wedding reception channels, it is an effective way to use the terminal of wedding photo studio. The target consumers of this group need to obtain goods and services that contain more benefits (both spiritual and material), not only to sell wedding banquets, but also to do a good job in combining wedding services. Use two-way cooperation and joint promotion to compete for attention, realize the right to speak and promote indirect sales. First of all, in order to win the good impression of the studio, in the publicity of the studio, the brand of liquor was given as a gift to every couple who took pictures; Secondly, persuade the photo studio to set aside a special corner for wine display and layout, distribute wedding invitations and promotional materials, and strive to create a wedding atmosphere; In the choice of methods, we can bundle "XX wine+wedding photography" for promotion, set a larger profit margin, and give wedding supporting services at the same time, which will give real benefits to the target consumers. Can be carried out for wedding service companies; Can be combined with local famous candy distribution points or business departments. If the slogan of this liquor brand can be printed on calendars, posters, product display shelves, product leaflets, round and heart-shaped balloons, happy-word stickers, guest autographs, invitations, seating arrangements and other tools, it will be festive, elegant, eye-catching and effective; Such as buying white wine as wedding wine to provide float service; For example, buy white wine and give away the corresponding red wine, candy and so on. Third, push-pull interaction "channel is king" and "terminal wins". To market the terminal, it is necessary to effectively combine promotion and pulling, and integrate them in communication. For the terminal SP, it is necessary to have new customers, new selling points and new forms of activities, and be good at gaining momentum; It needs popularization, public welfare, authority and news timeliness. For example, a brand of liquor launched a beauty contest, but the requirement was to drink three or two brands of liquor first, and "drunken beauty" became the focus of discussion; For example, a brand of liquor launched a mother wine, which won the eye; Such as launching industrial tourism and experience activities; For example, launching dealer and terminal training programs; For example, the implementation of focus communication and so on. In terminal sales, we should strengthen promotion, especially festivals, banquets and parties. , strengthen group buying and bundled sales, in-depth distribution, and constantly seize the terminal market. Of course, there are many alcohol terminals, such as community stores, bars and so on. In today's increasingly fierce competition, liquor sales will be decisive for terminals, which requires liquor enterprises to strengthen the control and sales of terminals, win consumers' consumption rights and preferences, subdivide terminals and promote sales for different terminals.