来源：市场资讯 （来源：云酒头条） "心酒时代"的入场券是关系。从交易到关系、从规模到价值、从孤立到共生的转变，并非遥不可及的理论，而是从 150 个超级客户开始的实践。 以关系为核心的品牌遗产，是"深度分销"模式无法实现的，也是特色酒庄对抗名酒垄断、实现"百年传承"的最佳路径之一。 文｜孟跃 作者系云酒·中国酒业品牌研究院高级研究员 孟跃营销咨询创始人 编者按：白酒行业进入存量博弈的良币时代，"拼品质"难破同质化困局，"建关系"成为中小酒庄生存关键。 专注酒庄闭环增长的孟跃咨询，日前发布《关系营销：中国酒庄营销范式革命——酒庄DTC模式实战指南》。其从行业痛点切入，拆解DTC（Direct-To- Consumer，直达消费者）模式本质，提供"150超级客户"实操路径，再到战术与组织配套，层层递进破解增长难题。 云酒头条特将指南梳理并发布，助力更多酒庄以关系为锚，在变革中找到可持续增长方向。 酒庄DTC模式的核心是"关系营销"，其底层逻辑可浓缩为一句话：良币时代，品质好是入场券，关系好才是护城河。 指南以"150个超级客户"为最小可行性模型（MVP），从"时代背景→范式本质→战略构建→战术落地→组织适配→未 ...

Core Insights - The core argument of the article is that the competition among wineries has shifted from "channel competition" to "customer competition" in the context of a stagnant market, making the Direct-To-Consumer (DTC) model essential for the survival and growth of small and medium-sized wineries [3][4][5]. Industry Context - The Chinese liquor industry has entered a phase of "stock game" where the growth of the market has plateaued, with the top five companies (CR5) accounting for over 40% of the market share in 2023, expected to rise to 43%-45% in 2024 [8][10]. - The traditional deep distribution model is failing, necessitating a shift to the DTC model as a survival strategy for wineries [7][8]. Characteristics of the Current Market - The market is characterized by three main features: 1. "Good liquor surplus," where quality is no longer a differentiating factor due to widespread access to brewing technology [10][11]. 2. The rise of consumer sovereignty, with new consumers preferring personal recommendations over traditional advertising [10][11]. 3. High channel costs making the deep distribution model unsustainable, with channel costs consuming 35%-50% of revenue [11][12]. DTC Model Overview - The DTC model is not merely about opening online stores or live streaming; it represents a fundamental shift from relying on channels to directly managing customer relationships [14][15]. - The essence of the DTC model is "relationship marketing," where good quality is the entry ticket, but good relationships serve as the competitive moat [6][14]. Value Proposition of DTC - The DTC model allows wineries to reclaim three core rights: 1. Pricing power, enabling wineries to maintain a gross margin of over 25% by avoiding channel profit sharing [16]. 2. Brand power, allowing direct communication of the winery's story and values to consumers [16]. 3. User power, facilitating direct connections with consumers for better data and feedback [16]. Competitive Advantage - The DTC model helps build a "relationship moat" that counters homogenization in the market, transforming one-time buyers into long-term partners through personalized service and high-frequency interactions [17]. - The customer acquisition cost (CAC) under the DTC model can be reduced to below 50 yuan per person, with a repurchase rate exceeding 70%, compared to traditional channels where CAC ranges from 200 to 500 yuan [17].

Core Insights - The article highlights the transformative journey of the Chinese liquor industry, focusing on the shift from traditional distribution models to a more relationship-driven approach led by Meng Yue, a pioneer in the winery sector [1][3][5]. Group 1: Industry Transformation - The Chinese liquor industry is currently facing challenges such as "stock game" and "homogeneous competition," necessitating a marketing paradigm shift from "product-centered" to "relationship-centered" strategies [5][7]. - Meng Yue emphasizes the importance of the Direct-To-Consumer (DTC) model, which aims to establish lasting value connections with consumers rather than merely creating online platforms [7][10]. Group 2: Operational Strategies - Meng Yue's "Minimum Viable Growth (MVG) model" focuses on creating a closed-loop operation in wineries, prioritizing practical growth over superficial designs [8][10]. - The "150 Super Customers" model encourages wineries to concentrate resources on a limited number of highly engaged customers, fostering strong relationships and ensuring sustainable growth [8][10]. Group 3: Practical Achievements - Meng Yue and his team have successfully assisted over 30 wineries in transitioning from traditional distribution models to DTC user operation models, leading to brand premiumization and continuous growth [11][14]. - The shift in consumer perception from "utilitarian social symbols" to "emotional resonance symbols" marks the emergence of a new era in the liquor industry, termed the "Heart Liquor Era" [13][16]. Group 4: Future Outlook - The future of winery competition will hinge on the depth and quality of connections with users, as outlined in Meng Yue's report on relationship marketing [14][16]. - The article concludes that the key to sustainable growth in the "Heart Liquor Era" lies in leveraging deep relationships to break free from the constraints of price wars and internal competition [16].

Core Insights - The shift from "舔狗文学" (dog-like love literature) to a focus on "high-quality intimate relationships" reflects a change in young people's attitudes towards love, emphasizing rationality, equality, and mutual growth [1][26] - Young consumers are increasingly viewing love as an experience rather than a goal, leading to a transformation in their spending behavior during festivals like Qixi [1][26] Group 1: Changing Consumer Behavior - The average search interest for Qixi has reached 2.21 times that of Western Valentine's Day, indicating a renewed recognition of traditional festivals among young people [2] - A survey revealed that 33.94% of consumers prioritize "companionship" over gifts, highlighting a new logic where presence is more important than material gifts [4] Group 2: New Consumption Trends - Trend 1: Instant retail is enhancing emotional presence, with a rise in "emergency gift delivery" needs, especially for long-distance couples [4][8] - Trend 2: Young consumers are leaning towards "rational romanticism," with 46.28% prioritizing practicality in gift selection, such as small-weight gold items that serve both decorative and investment purposes [8][10] - Trend 3: Experience-based consumption is on the rise, with a 122% increase in bookings for "hotel + dinner" packages during Qixi, emphasizing the creation of shared memories over material possessions [13] Group 3: Brand Marketing Evolution - Brands are shifting from a gift-centric marketing approach to one that focuses on emotional connections and relationship quality, moving away from merely promoting products [14][26] - Marketing strategies are expanding to include various forms of relationships, such as friendships and self-care, rather than solely targeting couples [19][25] - The concept of "relationship economy" is emerging, where brands are expected to provide experiences of understanding and companionship, rather than just products [26]