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]

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]