Brand And Marketing Innovation Of The Liquor Industry

Liquor market is a large and diversified market. Since Reform and Opening up, great changes have taken place in Chinese macro-economic environment. GDP per capita has increased from USD 168 in the earlier Reform and Opening up to nowadays more than USD 2500. With rapid economic development, contacts among people are getting increasingly frequent. People as a natural person is continuously socialized or economized in a positive or passive manner. Social contacts have become an indispensable life and work style. In China, a banquet without wine is not a banquet according to traditional culture, and liquor is necessary for personal and organizational development. Moreover, with increasing improvement of living standard among people, Chinese spirits has become a supplement to life and recreation. In accordance with statistical data, sales volume of liquor including Chinese spirits, wine, beer, rice wine and health-care wine reaches nearly 250,000,000,000 Yuan, consisting of over 120,000,000,000 Yuan from spirit, 100,000,000,000 Yuan from beer, 200,000,000,000 from domestic and foreign wines and 7,000,000,000 from rice wines. On the one hand, from the aspect of times development, consumers have different needs and consumption patterns in different times, taking on a change trend from having liquor for consumption, consuming excessively , consuming expensive liquor, consuming branded liquor, consuming liquor in a leisured and pleasant manner. On the other hand, different consumer groups have varied preferences, leading to diversified and personal characteristics of liquor consumption. Under such macro-background, Chinese spirits industry is facing unprecedented opportunities and challenges.Based on overall situations of Chinese spirits industry and consumption and starting with macro-status of such industry and specific micro-cases, this article finds out basic thinking and specific methods in accordance with theories related to brand marketing and marketing mode and in combination with specific practices of Yanhe Blue and Classic. The author also puts forward logic relationship among brand, marketing mode and people-oriented mega marketing. The author believes that brand name answers "what is the product" and the business mode answers "how to do". Basically, both of them shall be performed by "people".The author hopes research made in this article not only reveals basic reason why Yanghe Brand can get out of dilemma within five years and keep rapid development, but also has a guiding significance for development of the whole Chinese spirits industry.