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葡界論壇:新模式熱下的冷思考 WFW: "Cold" thinking under new "hot" model
2020-06-28 09:15:59   來源:中國酒業新聞網   作者:記者 徐菲遠   

On the afternoon of June 26, 2020, the 23rd World Forum of Wines was held in the WeChat group “China's Wine Industry Big Guns”with the theme of “cold thinking under the hot marketing model” . 

Mr. Dong Shuguo, Wine industry observer and critic, and the founder of the World Forum of Wines, served as the chairman of the forum; Mr. Zhou Jinsong, executive chairman and secretary-general of the Sichuan Wine and Fruit Wine Industry Association, presided over the forum. Eight well-known industry speakers as well as more than 300 members from the“China's Wine Industry Big Guns” WeChat group witnessed the forum.

2020年6月26日下午,以“5G新時代,新模式‘熱’下的‘冷’思考”為主題的第23屆葡界論壇在中國葡萄酒大咖群成功舉辦。葡萄酒行業觀察家、評論家,葡界論壇創始人董樹國先生擔任本期論壇主席;四川省葡萄酒與果酒行業協會執行會長、秘書長周勁松先生主持了本屆論壇。本屆論壇邀請的8位嘉賓與中國葡萄酒大咖群300多位行業大咖共同見證了本屆論壇。

In 2020, China's alcoholic drinks industry is facing huge market changes. From the purchase channel to the consumption scene, from brand communication to interactive experience, new channels, new media, and new models have been burgeoning and have been impacting the traditional marketing model in various ways. The new changes have put forward new requirements for the marketing model. With all enterprises adjusting and changing, which ones can see real development in the future? How should wine companies understand the current market changes and view new marketing models under such a background? How to calmly think about the “hot” marketing concept? The experts of the forum explored the pros and cons with cases from different angles, and put forward new suggestions for China’s wine sector under the new era.

2020年,中國酒水行業正在面臨著巨大的市場變局。從購買渠道到消費場景,從品牌傳播到互動體驗,新渠道、新媒體、新模式不斷涌現,嚴重沖擊著傳統形態。全新的變化,對市場與銷售提出了全新的要求。當所有的企業都在調整和改變的時候,我們是否又會陷入到新的“紅海”之中?未來,什么樣的企業才能獲得真正的發展?在這樣的大背景下,葡萄酒企業到底應該如何理解當前的市場變化?如何看待諸多的新模式?如何針對當前市場火熱的概念進行冷靜的思考?第23屆葡界論壇的專家學者在三個小時的時間里結合不同案例從不同角度針砭利弊,為中國葡萄酒在5G新時代如何冷靜思考新模式提出全新的建議。

Chairman Dong Shuguo announced the opening of the forum and made the keynote speech "Identify the situation and think calmly". Dong believes that COVID-19 has changed the way of life and marketing in the future. In this situation, the network needs to be more standardized, to be improved, and to move from virtual to real and trustworthy. He pointed out that with the advent of the era of 5G, big data and the Internet of Things, we must become a participant in this upsurge with new thinking, rather than just being a follower. We have always advocated that wine needs to lower the threshold of consumption and return to people's everyday life. So, is wine suitable for stalls and live broadcasts? Should wine follow the trend? What are the pain points and difficulties here? All these are worth calm thinking about for the wine sector.

董樹國主席首先宣布論壇開幕并做《明辨利弊,冷靜思考》的主旨發言。董樹國認為,疫情催化了一種意識形態,而這種形態就是未來的生活方式和營銷形式。一場突如其來的疫情,連網絡本身都沒來得及做好準備,就全民皆網了,5G遇到這種簇擁也加速了人們對網絡的利用和熟悉。在這種情形下,網絡更加需要規范,需要完善,需要從虛擬走向真實與信賴。董樹國指出,隨著5G和大數據、萬物互聯時代的到來,我們要以全新的思維成為這股熱潮的參與者,而不是只做一個跟風者。我們一直倡導葡萄酒降低消費門檻,回歸尋常百姓家,那么,葡萄酒適不適合擺地攤,適不適合直播帶貨,這里的痛點和難點如何?葡萄酒要不要跟著社會蹭熱點?等等,都是值得葡萄酒行業冷靜思考。

隨后,在四川省葡萄酒與果酒行業協會執行會長、秘書長周勁松的主持下,8位嘉賓從“社群+直播”、直播帶貨、短視頻、媒體渠道、數字化營銷、消費訴求和價值營銷等不同視角進行了“5G新時代,新模式“熱”下的“冷”思考”。

Mr. Wu Liangqiang, founder of Renren E-commerce Club and partner of Dodoca

To make profits, it is necessary for enterprises to have their own private domain traffic, provide services and maintenance for members through private domain member management tools, and then convert and monetize private domain live broadcasts. Network traffic has become a new form of asset for enterprises. Wu believes that community is an upgrade of member management tools, and live broadcasting is an upgrade of sales scenarios, so "community + live broadcasting" is a marketing form suitable for everyone. Regarding how to proceed with "community + live broadcasting", Wu pointed five major elements for success with social e-commerce, which include products selection, community, mechanism, content and organization. 

人人電商Club創始人、上市公司點點客合伙人吳良強先生首先針對疫情過后企業為什么做以及應該如何建立“社群+直播”的新渠道模式進行了分析。吳良強說,經歷一場疫情,很多企業后悔沒有做在線化信息化建設這個布局。今天做直播,頭部直播做背書,腰部直播做銷量,私域直播做利潤。我們企業想要真正的賺錢,一定要經營起自己的私域流量,通過私域會員管理工具針對會員進行服務和維護,同時再通過私域直播來進行轉化和變現。流量已經成為企業的新一種資產形態。吳良強認為,社群是一種會員管理工具的升級,直播是一種銷售場景的升級,所以不存在適不適合做“社群+直播”。針對如何做“社群+直播”,吳良強提出了五大要素和三階段的“阿爾法社群機制”,即做好社交電商,選品、社群、機制、內容和組織是核心的五大要素,經歷籌備期、啟動期、運營期三個階段來進行啟動。

Denis Lin, wine writer, wine lecturer, international wine critic

Mr Lin interpreted whether wine is suitable for live delivery and how companies handle it. He believes it is COVID-19 that really makes video and live broadcasts go viral and the consumers are also forced to quickly change their consumption patterns. Whether the lively and fast marketing forms can meet the brand attributes and whether they can leave the participants with a beautiful consumer experience requires careful consideration. 

Lin also pointed out that live broadcasts need to be planned very carefully. Each platform has different regulations and restrictions or taboos; To make live broadcasts effective, there must be a certain frequency and fixed time period to cultivate fans' viewing habits. If you really think that live broadcast e-commerce is a way to go, please prepare yourself first. It is not a low-cost, easy, and fast way to see the effect, but it needs to organize a dedicated department with a long-time investment.

著名葡萄酒作家、葡萄酒講師、國際酒評人林殿理先生從葡萄酒適不適合直播帶貨、企業應該怎樣操作直播帶貨進行了解讀。林殿理說,真正讓視頻、直播帶貨成為風口浪尖的,是新冠疫情。消費者也被迫快速的改變了消費方式。直播間里熱鬧、急促的推銷方式,是否符合品牌屬性,是否能給消費者留下美好的消費體驗,這需要大家謹慎的思考。林殿理指出,專業的直播,都是有很縝密的流程策劃的。而每個平臺也都有不同的規定和限制或是禁忌;直播要有效果,必須有一定的頻率和固定時段,才能培養出粉絲的收看習慣。如果真的認為直播電商是一條值得走的路,請先做好心理準備,它不是一條低成本、輕松、快速能夠看到效果的路,而是需要規劃出一個專職部門,長期投入經營的渠道!

Mr. Shi Shusi, critic, TV planner and financial columnist

According to Mr Shi Shusi, the so-called traditional industries will disappear in China after COVID-19. Due to the catalysis of the epidemic, every sector and even every people has started the process of digitization, and it is a dead end if neither transformation nor integration occurs. Shi also pointed out that short video will be the main channel for future marketing. Market sinking, corporate procurement, live broadcasts of life necessities, the stickiness of short video content, and the swiftness of mobile internet will definitely be the hotspot of the post-epidemic era.

知名評論人、電視策劃人、財經專欄作家石述思先生為大家分析了短視頻時代的機遇與陷阱。石述思說,疫情之后中國不會再有所謂的傳統行業。由于疫情的催化,每個產業甚至每個人都開啟了數字化進程,不轉型不融合就是死路一條。如果說過去的電商購物節更多地彰顯消費渠道模式的變革——新零售是關鍵詞,那么今年618除了延續這一勢頭,則更多地體現出新技術與新零售的深度融合。石述思指出,短視頻是未來市場營銷主渠道。下沉市場、企業采購、大眾生活必需品借助直播帶貨、短視頻內容的粘性、移動互聯的迅捷一定會是后疫情時代的關鍵詞。石述思建議,一是要在產品力和品牌上下足功夫,滿足消費者內在深層訴求;二是相對于圖文時代,流媒體時代的短視頻對內容的創意、市場熱點的把握、公眾心智的占領提出了更高要求;三是基于智能手機的短視頻時代電商的天條是傳播——社交+門戶,強化粘度制造斷點形成閉環是王道。

Mr. Yin Donghong, founder of Shanghai Xiye Network Technology Co., LTD. and Internet Ocean  Club of China

With a series of practical examples, Mr Yin proposed a new mode of rapid monetizing of private domain traffic, that is, community fission + live-ordering + Mini Program retention and conversion. Yin also pointed out in order to make profits in the future, it is necessary for the enterprises to use data to drive marketing decisions. While maintaining the original user habits and activity of the enterprise, it will repeatedly test through technical means how to improve the sharing rate and continue to stimulate new users, and reward advertising costs to users, so as to bring profits to the enterprise.

上海喜業網絡科技有限公司創始人、海洋會創始發起人尹東宏先生就逆風下如何成為“新勢力”進行了剖析。尹東宏結合一系列實操案例為大家提出了一套新零售領域流量快速變現模式,即社群裂變+直播簽單+小程序留存轉化。尹東宏指出,未來營銷如何讓企業獲利,就是以數據驅動營銷決策,在維持住企業原有用戶使用習慣、活躍度的同時,通過技術手段反復測試以提高分享率,并不斷對新生用戶產生刺激,將廣告費用獎勵給用戶,貫徹增長目標,為企業帶來利潤。尹東宏對葡萄酒行業提出建議,以產業集群、產業基地去構建一個系統或者模式,實施供應鏈管理和精細化運營。做直播,關鍵要掌握三個核心,即要有料、有趣和走心。

Mr. Wang Dehui, founder of Shenzhen Zhide Wine Consulting and co-founder of World Forum of Wines

Mr. Wang analyzed how to make wine brand communication more effective in the information-flooding mobile era. Wang said that the market is changing, which requires us to have a deeper understanding of the current market changes. We need to be clear that the nature of consumption has not changed and the logic of management has not changed; but the consumption patterns are changing, the marketing methods, the channels, and the mode of communication are changing. Wang emphasized that we should treat media as channels. The essence of the media is communication, which has not changed. The core of communication itself is to tell others good things and good ideas, and interesting stories.

深圳智德葡萄酒咨詢創始人、葡界論壇聯合創始人王德惠先生剖析了在信息泛濫的移動端時代葡萄酒品牌傳播應該怎樣操作才會更加有效。王德惠說,市場在變,這要求我們要對現在市場的變與不變有更深的認識。我們要清楚,消費本質沒變、經營的邏輯沒變;但是消費形態在變、營銷手段在變、渠道在變、傳播方式在變。王德惠指出,新媒體發生了兩大巨大的變化:第一,新媒體時代是以個人為中心的;第二,媒體渠道化。媒體呈現出非常明顯的六個特征:快速性、廣泛性、互動性、個性化、視頻化、實效性。在這樣的時代,要想做好葡萄酒媒體傳播,最重要的就是四點:一是精準傳播;二是特點鮮明;三是增強互動;四增加實效。王德惠強調指出,由于網絡的便利性,新技術的應用,在新媒體時代,我們不要把媒體當做媒體,而是渠道。媒體的本質是傳播,這一點沒有變,也是核心。傳播本身的核心是把好的東西、好的觀點告訴別人,把有意義的故事講給別人聽。

Mr. Liu Xin, Deputy General Manager of the Great Wall Wine Division of COFCO Wines & Spirits

Liu Xin pointed out that the development of Chinese wine needs to tell the story of "territory, culture, quality" among consumers. The digital transformation of wine companies needs to be able to reach consumers and potential consumers, to achieve direct and effective communication with consumers in terms of "terroir, culture, quality", and to truly create value for channels and consumers, so as to create new impetus for the development of categories as well as the enterprise. In combination with the Great Wall Wine's strategies, Liu also put forward three ways of development, which are "hardware" transformation, "software" promotion, and internal business model transformation.

中糧酒業長城酒事業部副總經理劉鑫先生結合長城葡萄酒自身案例就葡萄酒企業的數字化改造提出了發展思路。劉鑫分析指出,白酒品類的持續強勢和熱點輪動、甚至是威士忌、干邑等高端烈酒的強勢推廣使得中國葡萄酒品類在消費者層面的認知一直沒有得到突破,跟消費場景的結合也沒有得到有效的推進和推廣,伴隨著市場的碎片化也就使品類弱勢的情況更加凸顯,這是中國葡萄酒產業發展的最大瓶頸之一。劉鑫提出,中國葡萄酒真正發展需要在中國消費者層面講好葡萄酒品類“風土、文化、品質”三個方面的故事。葡萄酒企業的數字化改造需要真正能夠觸達消費者和潛在消費者,真正能夠在“風土、文化、品質”方面和消費者達成直接的有效的溝通,真正能夠為渠道和消費者創造價值,才能夠說不是為了數字化而數字化,也才能真正為品類和企業的發展創造新的動力。劉鑫結合長城葡萄酒的嘗試做法提出了“硬件”改造、“軟件”提升、內部商業模式的轉型和改造三點發展措施。

Mr. Peng Hong, President of Guangdong Provincial Alcohol Industry Association

Mr. Peng analyzed the consumer market and consumption status of the wine industry, and proposed three countermeasures that should be taken for the cultural spread and sales of wine. First, the promotion of wine culture should combine China with western countries, tell a story that can be understood by Chinese consumers, and make consumers experience it naturally; second, wine should learn from beer, wine consumption should be simple and common, give the consumers self-confidence to try to participate; third, wine should learn from Baijiu, making the consumers feel the intimacy of the wine by telling the story of pride, ecology, and the wine itself. Let consumers dare to open the bottle first!

廣東省酒類行業協會會長彭洪先生分析了葡萄酒行業的消費市場和消費現狀,提出了葡萄酒的文化傳播和銷售應采取的三個對策。彭洪指出,第一、葡萄酒文化推廣要中西結合,講好一個給中國消費者能聽懂的故事,要與中國消費場景、消費習慣能相對稱的宣傳,講紳士但不必紳士,講品鑒但不必品鑒,說餐酒搭配但不定搭配,讓消費者自然體驗,“干杯”是第一,讓消費者先“干”起來;第二、葡萄酒銷售要向啤酒學習,葡萄酒消費要簡單化、平民化,要敢放下、敢跨步。不要太講究儀式感,要消費者有參與感、自信感,讓消費者先“喝”起來;第三、葡萄酒銷售要向白酒學習,消費者喝自己親近的酒。講故事、講豪氣、講生態、講自己。讓消費者敢開瓶,讓消費者先“開”起來!

Mr. Zeng Xiangwen, Chairman of Chengdu Zhishui Brand Planning Co., Ltd.

Mr. Zeng called for "wine, return to value marketing", and proposed solutions to activate valuable resources with value. He pointed out that value marketing is to build an aggressive enterprise to discover the value of partners and satisfy the consumers behind them. Zeng proposed to plan the core tactical routines and core teams of the enterprise based on the” four values” and “four costs”, and activate the resources of the business owner and the resources of the agents with the "core team + core tactics".

成都智水品牌策劃有限公司董事長曾祥文先生發出了“葡萄酒,請回歸價值營銷”的呼吁,并提出了以價值激活有價值資源的解決措施。曾祥文說,葡萄酒的價值營銷所說的價值,指“顧客讓渡價值”,就是顧客總收益與顧客總成本之差。價值營銷,是塑造攻擊型企業,去發現合作者的價值,滿足他們背后的消費者。曾祥文提出,立足于四大價值、四大成本,規劃企業的核心戰術套路和核心團隊,以“核心團隊+核心戰術”激活企業主的資源,激活代理商的資源,曾祥文為大家指出了以價值激活有價值資源的基本套路,即推廣終端(水井坊)+合伙人(拾肆酒坊)+轉化場(水井坊)+社群固化(社群轉換作用、另類管理)。

(中文部分由濱州醫學院副教授、葡藤匠心產業研究院院長劉世松根據嘉賓發言整理)

編輯:牟李杰

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