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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新時(shí)代，新模式‘熱’下的‘冷’思考”為主題的第23屆葡界論壇在中國(guó)葡萄酒大咖群成功舉辦。葡萄酒行業(yè)觀察家、評(píng)論家，葡界論壇創(chuàng)始人董樹國(guó)先生擔(dān)任本期論壇主席；四川省葡萄酒與果酒行業(yè)協(xié)會(huì)執(zhí)行會(huì)長(zhǎng)、秘書長(zhǎng)周勁松先生主持了本屆論壇。本屆論壇邀請(qǐng)的8位嘉賓與中國(guó)葡萄酒大咖群300多位行業(yè)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(guó)酒水行業(yè)正在面臨著巨大的市場(chǎng)變局。從購買渠道到消費(fèi)場(chǎng)景，從品牌傳播到互動(dòng)體驗(yàn)，新渠道、新媒體、新模式不斷涌現(xiàn)，嚴(yán)重沖擊著傳統(tǒng)形態(tài)。全新的變化，對(duì)市場(chǎng)與銷售提出了全新的要求。當(dāng)所有的企業(yè)都在調(diào)整和改變的時(shí)候，我們是否又會(huì)陷入到新的“紅海”之中？未來，什么樣的企業(yè)才能獲得真正的發(fā)展？在這樣的大背景下，葡萄酒企業(yè)到底應(yīng)該如何理解當(dāng)前的市場(chǎng)變化？如何看待諸多的新模式？如何針對(duì)當(dāng)前市場(chǎng)火熱的概念進(jìn)行冷靜的思考？第23屆葡界論壇的專家學(xué)者在三個(gè)小時(shí)的時(shí)間里結(jié)合不同案例從不同角度針砭利弊，為中國(guó)葡萄酒在5G新時(shí)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(guó)主席首先宣布論壇開幕并做《明辨利弊，冷靜思考》的主旨發(fā)言。董樹國(guó)認(rèn)為，疫情催化了一種意識(shí)形態(tài)，而這種形態(tài)就是未來的生活方式和營(yíng)銷形式。一場(chǎng)突如其來的疫情，連網(wǎng)絡(luò)本身都沒來得及做好準(zhǔn)備，就全民皆網(wǎng)了，5G遇到這種簇?fù)硪布铀倭巳藗儗?duì)網(wǎng)絡(luò)的利用和熟悉。在這種情形下，網(wǎng)絡(luò)更加需要規(guī)范，需要完善，需要從虛擬走向真實(shí)與信賴。董樹國(guó)指出，隨著5G和大數(shù)據(jù)、萬物互聯(lián)時(shí)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(gè)跟風(fēng)者。我們一直倡導(dǎo)葡萄酒降低消費(fèi)門檻，回歸尋常百姓家，那么，葡萄酒適不適合擺地?cái)偅m不適合直播帶貨，這里的痛點(diǎn)和難點(diǎn)如何？葡萄酒要不要跟著社會(huì)蹭熱點(diǎn)？等等，都是值得葡萄酒行業(yè)冷靜思考。

隨后，在四川省葡萄酒與果酒行業(yè)協(xié)會(huì)執(zhí)行會(huì)長(zhǎng)、秘書長(zhǎng)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(shù)字化營(yíng)銷、消費(fèi)訴求和價(jià)值營(yíng)銷等不同視角進(jìn)行了“5G新時(shí)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(chuàng)始人、上市公司點(diǎn)點(diǎn)客合伙人吳良強(qiáng)先生首先針對(duì)疫情過后企業(yè)為什么做以及應(yīng)該如何建立“社群+直播”的新渠道模式進(jìn)行了分析。吳良強(qiáng)說，經(jīng)歷一場(chǎng)疫情，很多企業(yè)后悔沒有做在線化信息化建設(shè)這個(gè)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(rùn)。我們企業(yè)想要真正的賺錢，一定要經(jīng)營(yíng)起自己的私域流量，通過私域會(huì)員管理工具針對(duì)會(huì)員進(jìn)行服務(wù)和維護(hù)，同時(shí)再通過私域直播來進(jìn)行轉(zhuǎn)化和變現(xiàn)。流量已經(jīng)成為企業(yè)的新一種資產(chǎn)形態(tài)。吳良強(qiáng)認(rèn)為，社群是一種會(huì)員管理工具的升級(jí)，直播是一種銷售場(chǎng)景的升級(jí)，所以不存在適不適合做“社群+直播”。針對(duì)如何做“社群+直播”，吳良強(qiáng)提出了五大要素和三階段的“阿爾法社群機(jī)制”，即做好社交電商，選品、社群、機(jī)制、內(nèi)容和組織是核心的五大要素，經(jīng)歷籌備期、啟動(dòng)期、運(yùn)營(yíng)期三個(gè)階段來進(jìn)行啟動(dòng)。

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(guó)際酒評(píng)人林殿理先生從葡萄酒適不適合直播帶貨、企業(yè)應(yīng)該怎樣操作直播帶貨進(jìn)行了解讀。林殿理說，真正讓視頻、直播帶貨成為風(fēng)口浪尖的，是新冠疫情。消費(fèi)者也被迫快速的改變了消費(fèi)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(fèi)者留下美好的消費(fèi)體驗(yàn)，這需要大家謹(jǐn)慎的思考。林殿理指出，專業(yè)的直播，都是有很縝密的流程策劃的。而每個(gè)平臺(tái)也都有不同的規(guī)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(shí)段，才能培養(yǎng)出粉絲的收看習(xí)慣。如果真的認(rèn)為直播電商是一條值得走的路，請(qǐng)先做好心理準(zhǔn)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(guī)劃出一個(gè)專職部門，長(zhǎng)期投入經(jīng)營(yíng)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(píng)論人、電視策劃人、財(cái)經(jīng)專欄作家石述思先生為大家分析了短視頻時(shí)代的機(jī)遇與陷阱。石述思說，疫情之后中國(guó)不會(huì)再有所謂的傳統(tǒng)行業(yè)。由于疫情的催化，每個(gè)產(chǎn)業(yè)甚至每個(gè)人都開啟了數(shù)字化進(jìn)程，不轉(zhuǎn)型不融合就是死路一條。如果說過去的電商購物節(jié)更多地彰顯消費(fèi)渠道模式的變革——新零售是關(guān)鍵詞，那么今年618除了延續(xù)這一勢(shì)頭，則更多地體現(xiàn)出新技術(shù)與新零售的深度融合。石述思指出，短視頻是未來市場(chǎng)營(yíng)銷主渠道。下沉市場(chǎng)、企業(yè)采購、大眾生活必需品借助直播帶貨、短視頻內(nèi)容的粘性、移動(dòng)互聯(lián)的迅捷一定會(huì)是后疫情時(shí)代的關(guān)鍵詞。石述思建議，一是要在產(chǎn)品力和品牌上下足功夫，滿足消費(fèi)者內(nèi)在深層訴求；二是相對(duì)于圖文時(shí)代，流媒體時(shí)代的短視頻對(duì)內(nèi)容的創(chuàng)意、市場(chǎng)熱點(diǎn)的把握、公眾心智的占領(lǐng)提出了更高要求；三是基于智能手機(jī)的短視頻時(shí)代電商的天條是傳播——社交+門戶，強(qiáng)化粘度制造斷點(diǎn)形成閉環(huán)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(yè)網(wǎng)絡(luò)科技有限公司創(chuàng)始人、海洋會(huì)創(chuàng)始發(fā)起人尹東宏先生就逆風(fēng)下如何成為“新勢(shì)力”進(jìn)行了剖析。尹東宏結(jié)合一系列實(shí)操案例為大家提出了一套新零售領(lǐng)域流量快速變現(xiàn)模式，即社群裂變+直播簽單+小程序留存轉(zhuǎn)化。尹東宏指出，未來營(yíng)銷如何讓企業(yè)獲利，就是以數(shù)據(jù)驅(qū)動(dòng)營(yíng)銷決策，在維持住企業(yè)原有用戶使用習(xí)慣、活躍度的同時(shí)，通過技術(shù)手段反復(fù)測(cè)試以提高分享率，并不斷對(duì)新生用戶產(chǎn)生刺激，將廣告費(fèi)用獎(jiǎng)勵(lì)給用戶，貫徹增長(zhǎng)目標(biāo)，為企業(yè)帶來利潤(rùn)。尹東宏對(duì)葡萄酒行業(yè)提出建議，以產(chǎn)業(yè)集群、產(chǎn)業(yè)基地去構(gòu)建一個(gè)系統(tǒng)或者模式，實(shí)施供應(yīng)鏈管理和精細(xì)化運(yùn)營(yíng)。做直播，關(guān)鍵要掌握三個(gè)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(chuàng)始人、葡界論壇聯(lián)合創(chuàng)始人王德惠先生剖析了在信息泛濫的移動(dòng)端時(shí)代葡萄酒品牌傳播應(yīng)該怎樣操作才會(huì)更加有效。王德惠說，市場(chǎng)在變，這要求我們要對(duì)現(xiàn)在市場(chǎng)的變與不變有更深的認(rèn)識(shí)。我們要清楚，消費(fèi)本質(zhì)沒變、經(jīng)營(yíng)的邏輯沒變；但是消費(fèi)形態(tài)在變、營(yíng)銷手段在變、渠道在變、傳播方式在變。王德惠指出，新媒體發(fā)生了兩大巨大的變化：第一，新媒體時(shí)代是以個(gè)人為中心的；第二，媒體渠道化。媒體呈現(xiàn)出非常明顯的六個(gè)特征：快速性、廣泛性、互動(dòng)性、個(gè)性化、視頻化、實(shí)效性。在這樣的時(shí)代，要想做好葡萄酒媒體傳播，最重要的就是四點(diǎn)：一是精準(zhǔn)傳播；二是特點(diǎn)鮮明；三是增強(qiáng)互動(dòng)；四增加實(shí)效。王德惠強(qiáng)調(diào)指出，由于網(wǎng)絡(luò)的便利性，新技術(shù)的應(yīng)用，在新媒體時(shí)代，我們不要把媒體當(dāng)做媒體，而是渠道。媒體的本質(zhì)是傳播，這一點(diǎn)沒有變，也是核心。傳播本身的核心是把好的東西、好的觀點(diǎn)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(yè)長(zhǎng)城酒事業(yè)部副總經(jīng)理劉鑫先生結(jié)合長(zhǎng)城葡萄酒自身案例就葡萄酒企業(yè)的數(shù)字化改造提出了發(fā)展思路。劉鑫分析指出，白酒品類的持續(xù)強(qiáng)勢(shì)和熱點(diǎn)輪動(dòng)、甚至是威士忌、干邑等高端烈酒的強(qiáng)勢(shì)推廣使得中國(guó)葡萄酒品類在消費(fèi)者層面的認(rèn)知一直沒有得到突破，跟消費(fèi)場(chǎng)景的結(jié)合也沒有得到有效的推進(jìn)和推廣，伴隨著市場(chǎng)的碎片化也就使品類弱勢(shì)的情況更加凸顯，這是中國(guó)葡萄酒產(chǎn)業(yè)發(fā)展的最大瓶頸之一。劉鑫提出，中國(guó)葡萄酒真正發(fā)展需要在中國(guó)消費(fèi)者層面講好葡萄酒品類“風(fēng)土、文化、品質(zhì)”三個(gè)方面的故事。葡萄酒企業(yè)的數(shù)字化改造需要真正能夠觸達(dá)消費(fèi)者和潛在消費(fèi)者，真正能夠在“風(fēng)土、文化、品質(zhì)”方面和消費(fèi)者達(dá)成直接的有效的溝通，真正能夠?yàn)榍篮拖M(fèi)者創(chuàng)造價(jià)值，才能夠說不是為了數(shù)字化而數(shù)字化，也才能真正為品類和企業(yè)的發(fā)展創(chuàng)造新的動(dòng)力。劉鑫結(jié)合長(zhǎng)城葡萄酒的嘗試做法提出了“硬件”改造、“軟件”提升、內(nèi)部商業(yè)模式的轉(zhuǎn)型和改造三點(diǎn)發(fā)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(yè)協(xié)會(huì)會(huì)長(zhǎng)彭洪先生分析了葡萄酒行業(yè)的消費(fèi)市場(chǎng)和消費(fèi)現(xiàn)狀，提出了葡萄酒的文化傳播和銷售應(yīng)采取的三個(gè)對(duì)策。彭洪指出，第一、葡萄酒文化推廣要中西結(jié)合，講好一個(gè)給中國(guó)消費(fèi)者能聽懂的故事，要與中國(guó)消費(fèi)場(chǎng)景、消費(fèi)習(xí)慣能相對(duì)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(fèi)者自然體驗(yàn)，“干杯”是第一，讓消費(fèi)者先“干”起來；第二、葡萄酒銷售要向啤酒學(xué)習(xí)，葡萄酒消費(fèi)要簡(jiǎn)單化、平民化，要敢放下、敢跨步。不要太講究?jī)x式感，要消費(fèi)者有參與感、自信感，讓消費(fèi)者先“喝”起來；第三、葡萄酒銷售要向白酒學(xué)習(xí)，消費(fèi)者喝自己親近的酒。講故事、講豪氣、講生態(tài)、講自己。讓消費(fèi)者敢開瓶，讓消費(fèi)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(zhǎng)曾祥文先生發(fā)出了“葡萄酒，請(qǐng)回歸價(jià)值營(yíng)銷”的呼吁，并提出了以價(jià)值激活有價(jià)值資源的解決措施。曾祥文說，葡萄酒的價(jià)值營(yíng)銷所說的價(jià)值，指“顧客讓渡價(jià)值”，就是顧客總收益與顧客總成本之差。價(jià)值營(yíng)銷，是塑造攻擊型企業(yè)，去發(fā)現(xiàn)合作者的價(jià)值，滿足他們背后的消費(fèi)者。曾祥文提出，立足于四大價(jià)值、四大成本，規(guī)劃企業(yè)的核心戰(zhàn)術(shù)套路和核心團(tuán)隊(duì)，以“核心團(tuán)隊(duì)+核心戰(zhàn)術(shù)”激活企業(yè)主的資源，激活代理商的資源，曾祥文為大家指出了以價(jià)值激活有價(jià)值資源的基本套路，即推廣終端（水井坊）+合伙人（拾肆酒坊）+轉(zhuǎn)化場(chǎng)（水井坊）+社群固化（社群轉(zhuǎn)換作用、另類管理）。

（中文部分由濱州醫(yī)學(xué)院副教授、葡藤匠心產(chǎn)業(yè)研究院院長(zhǎng)劉世松根據(jù)嘉賓發(fā)言整理）