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].