聚焦酒博会｜深圳中喜酒业董事长凌春鸣：创始人IP打造品牌成为新趋势

Core Viewpoint - The traditional marketing methods in the competitive wine market are becoming ineffective, and the creation of a "founder IP" is essential for brand development, establishing deep trust with consumers [2][4]. Group 1: Market Dynamics - The essence of shrinking competition is a final showdown of brand strength, with traditional development logic in the wine industry becoming obsolete [4]. - In the past, channels and distributors dominated the market, with cost-performance being the key to attract distributors, which diminished the importance of branding [4]. - With the reduction of large distributors, cost-performance has become a direct factor in attracting consumers, making brand building crucial [4]. Group 2: Brand Development - The unique challenge in the wine industry is that both product brands and corporate brands struggle to gain recognition, with no wine achieving the level of a blockbuster like Moutai in the past 20 years [4]. - Many companies represent multiple countries' wines, leading to a lack of a core identity for corporate brands [4]. - The "founder IP" is seen as the only viable path for brand building in the wine industry [4]. Group 3: Consumer Engagement - The wine industry must be grounded in professionalism while respecting the market, conveying the scene value and emotional attributes of wine, and lowering consumption barriers [4]. - A significant mistake in the past 20 years has been equating professional knowledge with culture, which has deterred many consumers [4]. - Companies need to return to the cultural attributes of wine, integrating it with socializing, banquets, and daily leisure, promoting the idea of "easy drinking" rather than creating consumption barriers through professional thresholds [4].