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细分淡季春节一过,啤酒市场明显看淡。但华润雪花啤酒的市场总监侯孝海显然反对过度强调淡季这个概念:“从消费者需求和销量上讲有淡季,但营销永远没有淡季。”其实,啤酒消费的淡季从上年10月就开始了,直到次年4月结束。在啤酒行业,淡旺季销量的比例在1:4-10之间不等。在啤酒消费的淡季中,春节自然又是淡季里的旺季,节日消费会促使这一时期销量上攀。
Breakdown of the off-season Spring Festival, the beer market was bearish. But Hou Xiaokai, marketing director of China Resources Snow Beer, apparently opposed the overemphasis on the concept of off-season: “There are off-season sales and consumer demand, but there is no off-season marketing.” In fact, the off-season beer consumption started last October Until April next year. In the beer industry, the proportion of sales in the short season varies between 1: 4-10. During the low season of beer consumption, the Spring Festival is naturally the peak season in the off-season, and the festive consumption will push the sales up during this period.