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].