Core Insights - The Chinese liquor market is undergoing a significant transformation from a "channel-driven" model to a "consumer-centric" approach, driven by challenges such as overcapacity, brand pressure, and segmented consumer demand [1] - Traditional liquor manufacturers are adopting a "scenic" model to enhance brand value creation, focusing on "scene power," "organizational power," and "user operation power" to address survival challenges [1] Group 1: Production Logic Innovation - Traditional liquor production is shifting from standardized manufacturing to building trust through visualization, with modern wineries transforming industrial processes into tangible brand trust [3] - The proposed transformation by Jinshan Jinmei Group emphasizes "transparency, visualization, and verifiability," allowing consumers to witness the entire brewing process, which has increased brand trust by 47% among visitors [3] Group 2: Marketing Breakthrough in Experience Economy - Jinshan Jinmei is converting production scenes into three value carriers: trust anchors, social currency, and cost optimization [5] - The open fermentation workshop showcases the brewing process, alleviating consumer doubts, while interactive projects generate over 100,000 UGC content, with 38% of spontaneous sharing on platforms like Xiaohongshu and Douyin [5] - The open factory model replaces 30% of traditional advertising, reducing customer acquisition costs by 22% and creating a closed loop of "experience - trust - repurchase" [5] Group 3: Three-Dimensional Deconstruction of Underlying Logic - Trust mechanisms are being rebuilt through sensory experiences that surpass traditional marketing, with immersive education yielding a conversion rate 6.3 times higher than conventional advertising [7] - Social currency is created through shareable experiences, with 72% of participants willing to share their experiences on social media, leading to viral marketing [7] - Cost structures are optimized as the scenic model transforms marketing expenses, saving over one million yuan annually while effectively reaching high-net-worth consumers, with repurchase rates for experience customers tripling compared to regular customers [7] Group 4: Brand Transformation - The practice of Jinshan Jinmei illustrates that the essence of liquor industry transformation is shifting from "selling products" to "selling trust," redefining the brand trust system in the consumer era through experiential marketing [9]