中国酒业新闻网

华夏酒报官方网站

首页 > 产业 > 葡萄酒 > 正文

第24届葡界论坛成功举行 大咖嘉宾纵论年底旺季葡萄酒动销攻略
2020-10-25 16:46:22   来源:《华夏酒报》/中国酒业新闻网   作者:徐菲远   评论:0

On the afternoon of October 23, the 24th  World Forum of Wines(WFW) was held in the WeChat group “China's Wine Industry Big Guns” with the theme of "Wine sales strategies during the busy season". Mr. Dong Shuguo, wine industry observer and critic, and founder of WFW, served as the chairman of the forum; Mr.Liu Shisong, associate professor of the Wine School of Binzhou Medical College and founder of Wine Craftsmanship Institute, presided over the forum. Seven well-known industry speakers as well as more than 300 members from WeChat group “China's Wine Industry Big Guns” witnessed the forum. 

In 2020, the wine markets both at home and abroad having been moving forward under great challenges of Covid-19. Although the epidemic in China has been well controlled, the market is still recovering. At the same time, The Chinese market shows new consumption characteristics, and changes are taking place from consumption patterns to consumption habits.

In this special market situation, how can wine companies bring more sales during the busy season at the end of 2020? With the theme of "Wine sales strategies during the busy season", experts of the forum made suggestions from different angles, hoping to bring new reference and thinking to the industry.

Chairman Dong Shuguo announced the opening of the forum and made the keynote speech on " Prosper China's Wine Market-Industry Chain and Herd Effect". He pointed that the wine enterprises need to develop and cooperate together like a flock to face this precarious market. “Chinese wine companies must improve their own industrial chain, reach consensus and unified publicity, and jointly make a big market cake, so as to promote prosperity of the China’s wine market.”

Mr. Sun Jian, General Manager of Yantai Changyu Pioneer Wine Co., Ltd., believes that the China’s wine market is expected to usher in a bottoming out. Based on the case analysis of Changyu, he pointed out that domestic products is now on the rise, the macro policies are very beneficial to the development of China’s wine market, and the epidemic has made "healthy drinking" more popular. He also pointed out that the Chinese wine industry should deal with three problems: How to work together to cultivate more consumers; Domestic wine and imported wine should provide consumers with higher quality consumer experience under the premise of good competition and cooperation. Every company must find its own development path under the new situation.

Mr. Gu Yuping, China brand representative of Henkell Freixenet, shared his views on the development trend and growth points of imported wine in China market. He analyzed the current situation of the imported wine market and market trends through data. He pointed out that young people are leading the alcohol consumption pattern in the next 10 years. The white wine market will develop significantly in the next 3-5 years and sparkling wine will also gain more market share; Wine sales must adapt to the innovative thinking of young people; Spirits are the biggest competitor of wine; Branding is the trend for  future market in the world; Wine producers need to focus on "brand + quality + package".

Mr. Si Tujun, Chairman of Moutai Wine Company, gave a speech on how to seize opportunities in the wine market. He believes that Chinese wine is ushering in historic development opportunities, and we must grasp them and jointly create a path of innovative growth for Chinese wine. Based on the cases of Moutai wine, he proposed three measures to promote sales: Adhere to quality, build a good brand reputation with high-quality products; Let culture being the guide and break brand boundaries; Adhere to the principle of service marketing and create " a community of common destiny ".

Mr. Zhang Yanzhi, Chairman of Ningxia Xige Estate said that due to the scale of boutique wineries, it is difficult for them to compete in the way of big players, but wineries of any size should tap and give play to their advantages. He put forward measures to seize the busy season of the Spring Festival after Covid-19 from 4 aspects:Explore topics, and enhance the value identity of products among consumers; Tap resources for group purchases and shorten the sales chain; Focus on feelings and make the products enter people’s hearts; Hold high the banner of Chinese wine, tell your own unique story, as well as the stories of the region and the country. 

Ms. Lin Xiaofen, Chairman of Shanghai Carlico International Trading Co., Ltd., talked about how to change the tasting party in order to better promote sales with her 10-year working experience in Shanghai Carlico. She summarized the practical procedures of festival tasting from four aspects: Establish a theme, select customers accurately, pay attention to details, and do it along with sales. She pointed out that Covid-19 has impacted many industries but is also spurred us to abandon our inherent ideas and encourage us to make changes. 

Mr. Chen Shengda, general manager of Shenzhen Wise Monkey Wine Co., Ltd., shared the online sales operation method during the busy season and how companies without enough traffic can use the Internet to sell. He pointed out that the integration of online and offline "new retail" has become a new track for all industries. Combining the marketing cases of Wise Monkey wine during the epidemic period, he make his own suggestions:  Make old customers bring new customers through the Internet, make good use of the platforms such as TikTok, Kwai,  and create a good personal IP and product brand. 

Ms. Yuan Xu, the founder of Miss Yuan’s Sweet Wines, shared her experience on how wine companies should operate the live delivery at the end of the year. She analyzed the advantages and disadvantages of network broadcast, as well as the characteristics of the three platforms of Taobao, TikTok and Kwai. Regarding how to undertake live delivery, she shared her experience from three aspects: high-quality anchor resources, products suitable for network broadcast and experienced team to conduct the operation.

Mr.Liu Shisong, associate professor of the Wine School of Binzhou Medical College and founder of Wine Craftsmanship Institute made a summary speech at the end. The forum ended successfully.

 

2020年10月23日下午,以“旺季已来,葡萄酒动销招数全攻略”为主题的第24届葡界论坛在中国葡萄酒大咖群成功举办。葡萄酒行业观察家、评论家,葡界论坛创始人董树国先生担任本届论坛主席;滨州医学院葡萄酒学院副教授、葡藤匠心产业研究院创始人刘世松先生主持了本届论坛。本届论坛邀请的7位嘉宾:烟台张裕葡萄酿酒股份有限公司总经理孙健、汉凯菲斯奈特中国区品牌代表顾育平、茅台葡萄酒公司党委书记、董事长司徒军、宁夏西鸽酒庄有限公司董事长张言志、上海卡聂高国际贸易有限公司董事长林小芬、深圳智猴酒业有限公司总经理陈声达、猿小姐甜酒铺创始人袁旭,他们与中国葡萄酒大咖群300多位行业大咖共同见证了本届论坛。作为葡界论坛的战略合作伙伴,《华夏酒报》将以纪实的形式完整刊登论坛内容。

2020年疫情肆虐,国内外形势严峻,酒水市场在艰难中前行。国际交流受阻,国内消费低迷。虽然中国疫情控制的非常好,恢复的也很快,但市场依然处于恢复期。与此同时,中国市场也正在进入新的消费时代。从消费形态到消费习惯都在发生变化。企业在这种市场状态中,既要关注市场大势,又必须抓住时机,推动旺季的销售上量。

在这个特殊的市场环境下,葡萄酒企业2020年年底销售旺季是否能够抢回更多的销量?企业如何看待年底销售旺季的到来?要通过何种方式才能更好推动销售上量?因此,中国葡萄酒大咖群第24届葡界论坛以“旺季已来,葡萄酒动销招数全攻略”为主题, 邀请嘉宾从不同角度进行出谋划策,以期给中国葡萄酒行业带来全新的借鉴与思考。

董树国主席首先宣布论坛开幕并做《共同繁荣中国葡萄酒市场—产业链与羊群效应》的主旨发言。董树国说,三十年来,标准之殇,假酒泛滥,规则放逐,文化缺失,竞争无序,各自为政,行业成长付出了沉重代价。因此,我们要上一个台阶看问题,下一个台阶做事情。董树国认为,从种植,酿造,储存、设计、包装、成品,到营销、宣传,用各种人才编织成一个产业链,每一个环节都不能差。从产品角度来说,品牌运作就是产业链的最高环节。葡萄酒行业企业要合合发展,合作合群,必须抱团像羊群一样,去面对这个风雨飘摇的市场。董树国指出,我们要站在世界的高度看世界,我们要站在中国市场高度看中国市场,中国的葡萄酒企业要完善自身的产业链,达成共识,统一宣传,合合发展,共同把市场蛋糕做大,共同繁荣中国葡萄酒市场!

随后,在主持人滨州医学院葡萄酒学院副教授、葡藤匠心产业研究院创始人刘世松先生的引导下,七位嘉宾在三个多小时的时间里共同分析了当前中国葡萄酒市场特点、进口葡萄酒在中国市场发展趋势、旺季葡萄酒市场机遇,结合各自品牌案例分享了企业、精品酒庄和进口品牌在旺季葡萄酒动销策略和成功经验,这必将会给中国葡萄酒企业年底促销提供有益的借鉴与思路。

烟台张裕葡萄酿酒股份有限公司总经理孙健先生针对2020年底葡萄酒市场销售总体形势做了《中国葡萄酒市场大阳线显现,行业蓄势待发》的主题发言。孙健梳理了中国葡萄酒当前的市场形势,他认为,中国葡萄酒市场大阳线开始显现,有望迎来触底反弹。在历史机遇面前,要保障葡萄酒行业筑底成功,大阳线稳固向上。展望未来,竞合发展才能做大中国葡萄酒市场蛋糕。孙健结合张裕公司的案例分析指出,现在国货崛起正当时,提前“埋伏”的酒企正蓄势待发,宏观政策利好中国葡萄酒市场发展,疫情让“健康饮酒”更加深入人心。孙健针对未来做大葡萄酒市场的过程,提出要处理好三个问题值得中国葡萄酒行业深思,即一是如何合力培育更多消费者,争取更大的蛋糕;二是国产酒与进口酒要在良好的竞合发展框架下,看谁能给消费者提供更高品质的消费体验,相应就能谋求自身更大的发展;三是从企业层面看,要想生存下来,活得更滋润,每个企业都要在新形势下找到适合自己的定位和生存发展之路。

汉凯菲斯奈特中国区品牌代表顾育平先生分享了进口酒在中国市场的发展趋势和上量的增长点方面的观点。顾育平通过数据分析了进口酒市场现状、市场变化趋势。顾育平指出,年轻人正在主导未来十年的酒类消费格局。年轻人的个人主义是趋势,喝自己喜欢的才是最好的。顾育平对未来葡萄酒市场趋势的一些判断值得业内人士深思:未来是所有酒类的大博弈;下一步葡萄酒市场中请大家重视白葡萄酒,未来3-5年白葡萄酒市场会有较大发展;起泡酒也是下一个增长点;葡萄酒销售要适应年轻人的思维创新;烈酒是葡萄酒最大的竞争对手;未来全球品牌化是趋势;葡萄酒企业要注重“品牌+品质+颜值”。

茅台葡萄酒公司党委书记、董事长司徒军先生针对如何抓住葡萄酒市场机遇发表了演讲。司徒军认为,第一,当前形势下中国葡萄酒迎来了历史性发展机遇,我们要把握葡萄酒发展的战略机遇期,共同开创出一条中国葡萄酒的创新增长之路;第二,行业良好生态需要优秀企业共同构建,行业稳健发展需要优秀企业共同坚持;第三,龙头品牌的行业责任与使命,是共同树立起中国葡萄酒的品质自信、品牌自信、文化自信和发展自信,为中国葡萄酒行业发展贡献更大的力量。司徒军结合茅台葡萄酒案例提出了三条动销措施:一要坚持品质为先,以优质产品塑造品牌卓越口碑;二要坚持文化引领,以文化发展打破品牌边界;三要坚持服务营销,打造“葡萄酒厂商命运共同体”。

宁夏西鸽酒庄有限公司董事长张言志先生针对中国精品葡萄酒在年底旺季来临时如何进行销售促进实现新突破分享了观点。张言志说,由于精品酒庄规模的限制,很难在市场形成正规军式的市场营销格局,但是任何规模的酒庄都应该挖掘和发挥自己的优势。张言志从四个方面提出了抓住疫情之后第一个春节旺季的措施:一是避价格,重价值,挖掘话题,不断给产品提升价值认同感;二是挖掘团购资源,缩短销售链条,要把销售的过程变得更美好;三是重情怀、轻商业,走进人心里去的产品才是好产品;四是高举中国本土葡萄酒大旗,讲自己的独特故事,讲产区和中国的共性故事。

上海卡聂高国际贸易有限公司董事长林小芬女士结合上海卡聂高十年来的运营畅谈了年底品鉴酒会如何进行改变才能更好促进销售的经验。林小芬从四个方面给大家总结了具有实操性质的节日品鉴会、酒会流程规范,即一是确立一个主题很重要,二是精准选择客户才高效,三是关注细节定成败,四是配合促销事半功倍。林小芬在分享经验的过程中,详细将具体的操作方法和需要注意的事项都一一进行讲解,具有很强的可借鉴性和实际操作性。林小芬指出,疫情使许多行业遭受冲击,冲击更多的是在于鞭策我们抛弃固有思想,去尝试改变自己,由于改变带来的阵痛会使很多人停下了脚步,但是她相信进口葡萄酒行业还是可以大有所为的。

深圳智猴酒业有限公司总经理陈声达先生结合在疫情期间通过视频号接了不少订单分享了销售旺季线上销售操作方法以及没有流量的企业如何借助互联网销售。陈声达指出,线上线下融合的“新零售”已经成为所有行业的新赛道!融合线上线下零售模式,形成优劣互补,并结合现代物流打通线上线下零售端口,最终依托大数据从本质上改造零售模式,提升用户体验,实现消费升级。卖酒得有互联网思维,应该以用户多样化需求为导向,精准连接人与商品的新零售平台,旨在让生活更优质,让零售更智能。陈声达结合智猴葡萄酒疫情期间营销案例提醒大家:小微企业要走向直播带货最好还是用资源整合的优势去做;因地制宜制定适合自己的销售方法才是上策;拿出态度和投入服务好现有的老客户,再通过互联网引流新客户,适当利用好抖音、快手、视频号等几大破圈平台进行引流和推广,打造好个人IP、产品品牌迎接旺季的到来。

猿小姐甜酒铺创始人袁旭女士就葡萄酒企业应该怎样操作年底的直播带货分享了经验。袁旭给我们分析了行业的新风口直播的优势和劣势,剖析了品牌型商家和贸易型商家两类商家的核心诉求。袁旭认为,品牌型商家可以选择自播,建立官方形象,品宣大于带货。电商型商家可以选择达人播,贸易导向。袁旭还详细分析了淘宝、快手和抖音三个平台特点,对产品力的要求,详细解读了头部、腰部和尾部不同阶段达人的要求和优劣势特点。就如何承接直播,袁旭从资源、产品、操作三个方面分享她的经验:一是资源方面,优质的主播资源,直接对接主播商务;二是产品方面,适合直播的产品,有产品力;三是操作方面,有经验的团队,供应链承压能力,后续数据回流,产品运营节奏。

主持人刘世松在最后对本届论坛进行了总结。刘世松说,葡萄酒促销是常谈常新的话题。简单地说,促销的目的就是吸引消费者对企业和产品的注意和兴趣,激发消费者的购买欲望,进而转化为产生购买行动。看似简单实则要达到目标却需要做许多的工作。刘世松指出,葡萄酒的销售过程是一个商流、物流和信息流有机结合的过程。市场时时刻刻在发生变化,葡萄酒市场巨大的潜力需要我们的葡萄酒企业合力开拓,危中有机,市场在任何情况下都有机会,关键是能不能发现机会并将机会转化为效益。刘世松希望葡萄酒企业管理者和营售人员时刻保持对市场变化的清醒认知,关注企业、经销商和消费者动态变化趋势和三者之间的关系处理,保障各环节畅通,及时根据市场变化调整促销策略,运用各种促销组合,刺激消费者购买行为,保证扩大葡萄酒产品市场销售,共同做大中国葡萄酒市场!

编辑:王俪霖

weixn

相关热词搜索:

上一篇:怀来,能否酿出个未来
下一篇:最后一页