拆解三重保障，酒庄如何以“关系营销”超越产品竞争？｜酒庄实战④

Core Insights - The article emphasizes the importance of relationship marketing in the Chinese liquor industry, particularly for wineries transitioning from traditional distribution models to Direct-To-Consumer (DTC) strategies [4][5][40] - It introduces the concept of "150 Super Customers" as a foundational model for wineries to build sustainable growth through deep customer relationships [5][41] Group 1: Industry Context - The white liquor industry is entering a phase of competition based on existing market share, where building relationships is crucial for the survival of small and medium-sized wineries [4][5] - The traditional "deep distribution" model is becoming ineffective, necessitating a shift to DTC models that focus on direct engagement with consumers [5][6] Group 2: DTC Model Framework - The DTC model is structured around three tactical pillars: product, experience, and communication, where products serve as relationship carriers, experiences enhance relationships, and communication amplifies them [5][9] - The product matrix includes "basic products" for initial customer engagement and "relationship products" that focus on customization and co-creation with super customers [6][7] Group 3: Experience Design - Immersive experience design is critical for establishing trust and deepening relationships, with specific scenarios like "hand-picking wine" and "family banquets" designed to create memorable interactions [9][20] - The goal is to transform transactional relationships into emotional connections, enhancing customer loyalty and engagement [20][21] Group 4: Organizational Changes - The transition to a DTC model requires a restructured team focused on relationship management rather than traditional sales roles, with key positions like Chief Relationship Officer and Customer Relationship Managers [30][31] - Performance metrics must shift from sales volume to relationship quality, emphasizing customer retention and engagement [30][32] Group 5: Future Vision - Successful DTC wineries will evolve into value co-creation platforms that connect users, transmit culture, and generate social value, moving beyond mere sales [34][39] - The ultimate goal is to establish a legacy of "century-old wineries" that thrive on deep customer relationships and community integration [39][43]