凌春鸣：品牌力如何在缩量阶段引爆增长

Core Viewpoint - The wine industry is experiencing a structural adjustment, with competition shifting from price and channels to brand strength, necessitating the development of "founder IP" as a new trend for brand building and survival [1][4][16] Group 1: Shrinking Competition - The essence of shrinking competition is a final showdown of brand strength, as traditional channel-driven strategies become ineffective due to consumer empowerment and market changes [4][6] - The past reliance on price and channel networks is failing, with brand trust becoming the core of consumer purchasing decisions [4][10] Group 2: Brand Dilemma - The wine industry faces unique structural challenges, with no single wine achieving nationwide recognition akin to "Flying Moutai" in the liquor sector, leading to fragmented brand recognition [6][12] - The multi-brand agency model adopted by many wine companies complicates brand identity, making it difficult to establish a distinct market presence [6][12] Group 3: Founder IP Concept - "Founder IP" is defined as the embodiment of the founder's values, personality traits, and expertise, giving the brand a soul and making the founder the most relatable brand figure [7][9] - In a shrinking competition era, consumers seek emotional connections with brands, which "founder IP" can facilitate, fostering trust that surpasses price advantages [9][10] Group 4: Professionalism and Respect - The development of the wine industry must be grounded in professionalism and respect, ensuring high standards in product selection and consumer trust [11][15] - The misconception that professional knowledge equates to culture has alienated consumers; instead, culture should be relatable and accessible [12][15] Group 5: Cultural Attributes - To overcome industry bottlenecks, the wine sector must return to its cultural roots, integrating wine into everyday life and social contexts [13][15] - Wine should serve as a medium for connection rather than a barrier, promoting a relaxed drinking culture [13][15] Group 6: Company Pathway - Shenzhen Zhongxi Wine Industry is leveraging "founder IP" to enhance brand strength, with the founder embodying the principles of professionalism and respect [16] - The founder's latest book encapsulates years of industry insights and proposes a dual foundation of hard and soft strengths for brand resilience [16][17] Group 7: Conclusion - Shrinking competition presents an opportunity for the wine industry to abandon outdated channel logic and embrace branding and cultural integration [17] - The future of the wine industry will be characterized by a balance of professionalism and warmth, with "founder IP" as the key vehicle for navigating market cycles [17]