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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新时代，新模式‘热’下的‘冷’思考”为主题的第23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期论坛主席；四川省葡萄酒与果酒行业协会执行会长、秘书长周劲松先生主持了本届论坛。本届论坛邀请的8位嘉宾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。

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，中国酒水行业正在面临着巨大的市场变局。从购买渠道到消费场景，从品牌传播到互动体验，新渠道、新媒体、新模式不断涌现，严重冲击着传统形态。全新的变化，对市场与销售提出了全新的要求。当所有的企业都在调整和改变的时候，我们是否又会陷入到新的“红海”之中？未来，什么样的企业才能获得真正的发展？在这样的大背景下，葡萄酒企业到底应该如何理解当前的市场变化？如何看待诸多的新模式？如何针对当前市场火热的概念进行冷静的思考？第23届葡界论坛的专家学者在三个小时的时间里结合不同案例从不同角度针砭利弊，为中国葡萄酒在5G新时代如何冷静思考新模式提出全新的建议。

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.

董树国主席首先宣布论坛开幕并做《明辨利弊，冷静思考》的主旨发言。董树国认为，疫情催化了一种意识形态，而这种形态就是未来的生活方式和营销形式。一场突如其来的疫情，连网络本身都没来得及做好准备，就全民皆网了，5G遇到这种簇拥也加速了人们对网络的利用和熟悉。在这种情形下，网络更加需要规范，需要完善，需要从虚拟走向真实与信赖。董树国指出，随着5G和大数据、万物互联时代的到来，我们要以全新的思维成为这股热潮的参与者，而不是只做一个跟风者。我们一直倡导葡萄酒降低消费门槛，回归寻常百姓家，那么，葡萄酒适不适合摆地摊，适不适合直播带货，这里的痛点和难点如何？葡萄酒要不要跟着社会蹭热点？等等，都是值得葡萄酒行业冷静思考。

随后，在四川省葡萄酒与果酒行业协会执行会长、秘书长周劲松的主持下，8位嘉宾从“社群+直播”、直播带货、短视频、媒体渠道、数字化营销、消费诉求和价值营销等不同视角进行了“5G新时代，新模式“热”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. 

人人电商Club创始人、上市公司点点客合伙人吴良强先生首先针对疫情过后企业为什么做以及应该如何建立“社群+直播”的新渠道模式进行了分析。吴良强说，经历一场疫情，很多企业后悔没有做在线化信息化建设这个布局。今天做直播，头部直播做背书，腰部直播做销量，私域直播做利润。我们企业想要真正的赚钱，一定要经营起自己的私域流量，通过私域会员管理工具针对会员进行服务和维护，同时再通过私域直播来进行转化和变现。流量已经成为企业的新一种资产形态。吴良强认为，社群是一种会员管理工具的升级，直播是一种销售场景的升级，所以不存在适不适合做“社群+直播”。针对如何做“社群+直播”，吴良强提出了五大要素和三阶段的“阿尔法社群机制”，即做好社交电商，选品、社群、机制、内容和组织是核心的五大要素，经历筹备期、启动期、运营期三个阶段来进行启动。

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、葡萄酒讲师、国际酒评人林殿理先生从葡萄酒适不适合直播带货、企业应该怎样操作直播带货进行了解读。林殿理说，真正让视频、直播带货成为风口浪尖的，是新冠疫情。消费者也被迫快速的改变了消费方式。直播间里热闹、急促的推销方式，是否符合品牌属性，是否能给消费者留下美好的消费体验，这需要大家谨慎的思考。林殿理指出，专业的直播，都是有很缜密的流程策划的。而每个平台也都有不同的规定和限制或是禁忌；直播要有效果，必须有一定的频率和固定时段，才能培养出粉丝的收看习惯。如果真的认为直播电商是一条值得走的路，请先做好心理准备，它不是一条低成本、轻松、快速能够看到效果的路，而是需要规划出一个专职部门，长期投入经营的渠道！

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.

知名评论人、电视策划人、财经专栏作家石述思先生为大家分析了短视频时代的机遇与陷阱。石述思说，疫情之后中国不会再有所谓的传统行业。由于疫情的催化，每个产业甚至每个人都开启了数字化进程，不转型不融合就是死路一条。如果说过去的电商购物节更多地彰显消费渠道模式的变革——新零售是关键词，那么今年618除了延续这一势头，则更多地体现出新技术与新零售的深度融合。石述思指出，短视频是未来市场营销主渠道。下沉市场、企业采购、大众生活必需品借助直播带货、短视频内容的粘性、移动互联的迅捷一定会是后疫情时代的关键词。石述思建议，一是要在产品力和品牌上下足功夫，满足消费者内在深层诉求；二是相对于图文时代，流媒体时代的短视频对内容的创意、市场热点的把握、公众心智的占领提出了更高要求；三是基于智能手机的短视频时代电商的天条是传播——社交+门户，强化粘度制造断点形成闭环是王道。

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.

上海喜业网络科技有限公司创始人、海洋会创始发起人尹东宏先生就逆风下如何成为“新势力”进行了剖析。尹东宏结合一系列实操案例为大家提出了一套新零售领域流量快速变现模式，即社群裂变+直播签单+小程序留存转化。尹东宏指出，未来营销如何让企业获利，就是以数据驱动营销决策，在维持住企业原有用户使用习惯、活跃度的同时，通过技术手段反复测试以提高分享率，并不断对新生用户产生刺激，将广告费用奖励给用户，贯彻增长目标，为企业带来利润。尹东宏对葡萄酒行业提出建议，以产业集群、产业基地去构建一个系统或者模式，实施供应链管理和精细化运营。做直播，关键要掌握三个核心，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.

深圳智德葡萄酒咨询创始人、葡界论坛联合创始人王德惠先生剖析了在信息泛滥的移动端时代葡萄酒品牌传播应该怎样操作才会更加有效。王德惠说，市场在变，这要求我们要对现在市场的变与不变有更深的认识。我们要清楚，消费本质没变、经营的逻辑没变；但是消费形态在变、营销手段在变、渠道在变、传播方式在变。王德惠指出，新媒体发生了两大巨大的变化：第一，新媒体时代是以个人为中心的；第二，媒体渠道化。媒体呈现出非常明显的六个特征：快速性、广泛性、互动性、个性化、视频化、实效性。在这样的时代，要想做好葡萄酒媒体传播，最重要的就是四点：一是精准传播；二是特点鲜明；三是增强互动；四增加实效。王德惠强调指出，由于网络的便利性，新技术的应用，在新媒体时代，我们不要把媒体当做媒体，而是渠道。媒体的本质是传播，这一点没有变，也是核心。传播本身的核心是把好的东西、好的观点告诉别人，把有意义的故事讲给别人听。

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.

中粮酒业长城酒事业部副总经理刘鑫先生结合长城葡萄酒自身案例就葡萄酒企业的数字化改造提出了发展思路。刘鑫分析指出，白酒品类的持续强势和热点轮动、甚至是威士忌、干邑等高端烈酒的强势推广使得中国葡萄酒品类在消费者层面的认知一直没有得到突破，跟消费场景的结合也没有得到有效的推进和推广，伴随着市场的碎片化也就使品类弱势的情况更加凸显，这是中国葡萄酒产业发展的最大瓶颈之一。刘鑫提出，中国葡萄酒真正发展需要在中国消费者层面讲好葡萄酒品类“风土、文化、品质”三个方面的故事。葡萄酒企业的数字化改造需要真正能够触达消费者和潜在消费者，真正能够在“风土、文化、品质”方面和消费者达成直接的有效的沟通，真正能够为渠道和消费者创造价值，才能够说不是为了数字化而数字化，也才能真正为品类和企业的发展创造新的动力。刘鑫结合长城葡萄酒的尝试做法提出了“硬件”改造、“软件”提升、内部商业模式的转型和改造三点发展措施。

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!

广东省酒类行业协会会长彭洪先生分析了葡萄酒行业的消费市场和消费现状，提出了葡萄酒的文化传播和销售应采取的三个对策。彭洪指出，第一、葡萄酒文化推广要中西结合，讲好一个给中国消费者能听懂的故事，要与中国消费场景、消费习惯能相对称的宣传，讲绅士但不必绅士，讲品鉴但不必品鉴，说餐酒搭配但不定搭配，让消费者自然体验，“干杯”是第一，让消费者先“干”起来；第二、葡萄酒销售要向啤酒学习，葡萄酒消费要简单化、平民化，要敢放下、敢跨步。不要太讲究仪式感，要消费者有参与感、自信感，让消费者先“喝”起来；第三、葡萄酒销售要向白酒学习，消费者喝自己亲近的酒。讲故事、讲豪气、讲生态、讲自己。让消费者敢开瓶，让消费者先“开”起来！

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".

成都智水品牌策划有限公司董事长曾祥文先生发出了“葡萄酒，请回归价值营销”的呼吁，并提出了以价值激活有价值资源的解决措施。曾祥文说，葡萄酒的价值营销所说的价值，指“顾客让渡价值”，就是顾客总收益与顾客总成本之差。价值营销，是塑造攻击型企业，去发现合作者的价值，满足他们背后的消费者。曾祥文提出，立足于四大价值、四大成本，规划企业的核心战术套路和核心团队，以“核心团队+核心战术”激活企业主的资源，激活代理商的资源，曾祥文为大家指出了以价值激活有价值资源的基本套路，即推广终端（水井坊）+合伙人（拾肆酒坊）+转化场（水井坊）+社群固化（社群转换作用、另类管理）。

（中文部分由滨州医学院副教授、葡藤匠心产业研究院院长刘世松根据嘉宾发言整理）