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                    首页 > 国际 > 正文

                    葡界论坛:新模式热下的冷思考 WFW: "Cold" thinking under new "hot" model
                    2020-06-28 09:15:59   来源:中国酒业新闻网   作者:记者 徐菲远   

                    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.


                    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.


                    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.



                    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. 


                    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.


                    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.


                    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.


                    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.


                    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.


                    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!


                    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".








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