传统葡萄酒营销“失灵”，我们该如何对接下一代？

Core Insights - The wine industry is facing a significant challenge as Generation Z consumers are gradually distancing themselves from wine, not due to a lack of interest, but because the industry has not adapted to their needs [1] - Generation Z, as "digital natives," prefers simple, transparent, and authentic consumption experiences, contrasting with the traditional complex terminology of the wine industry [1] Marketing and Consumer Behavior - Traditional wine marketing relies on professional jargon and complex knowledge, which creates a cognitive burden for younger consumers; over two-thirds of Generation Z make purchasing decisions based on product appearance [2] - Young consumers prefer intuitive descriptors like "fresh fruit aroma" and "smooth taste," as well as contextual labels such as "friend gatherings" and "food pairing" to quickly understand product characteristics [2][4] Product Innovation and Design - The industry must innovate product design fundamentally, developing clear and easy-to-read entry-level product lines and collaborating with young designers for visually impactful packaging [4] - Marketing language needs to be revamped to replace jargon with straightforward expressions, ensuring efficient and accurate information transfer to consumers [4] Digital Engagement and Social Media - Social media has become a complete ecosystem for life, socializing, and consumption for Generation Z; over 70% discover new brands through social media, and about 50% are willing to complete the entire purchasing process on these platforms [5] - The pandemic accelerated digitalization and heightened young consumers' focus on health, sustainability, and transparency, leading to a preference for authentic user-generated content over traditional advertising [5] Value-Driven Consumption - Generation Z is reshaping the consumer market with their values; 62% are willing to pay a premium for regional products, and 54% actively check for organic certifications [7] - This value-driven approach is prompting deep changes across the industry, from sustainable farming to eco-friendly packaging and supply chain transparency [7] Sustainability Challenges - While pursuing sustainability, the industry faces challenges such as the high energy consumption in the production of non-alcoholic wines, which contradicts environmental goals [9] - Producers are exploring innovative solutions like naturally low-alcohol options to achieve true sustainability, reflecting a necessary response to market demands and future industry development [9] Mindset Shift - The key to winning over Generation Z lies in a mindset shift within the traditional wine industry, moving from educating them on traditional standards to understanding and adapting to their language and lifestyle [10] - The industry must redefine the role of wine as a simple pleasure to be shared rather than a complex ritual, which will determine its ability to "brew with the future" [10]