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 Viewpoint - The company aims to support the development of the liquor industry by establishing itself as the "global first brand of fragrant liquor" through innovative operational strategies and a focus on both online and offline channels [1][10]. Group 1: Business Strategy - The company focuses on three main strategies: expanding store presence, gathering members, and building the brand [1][10]. - The "4+1" operational model is designed to enhance channel vitality by integrating product offerings with experiential consumption [5][10]. Group 2: Store Expansion and Consumer Experience - The company has established over 800 specialty stores and nearly 10,000 community stores, creating a network that covers multiple provinces and cities, thus enhancing local consumer engagement [3][11]. - Each store is designed as a "cultural experience center" for fragrant liquor, offering various consumption scenarios such as tasting, customization, and collection [3][5]. Group 3: Online and Offline Integration - The company leverages both online platforms and offline stores to create a seamless consumer experience, collaborating with major e-commerce platforms for promotions and live events [7][8]. - This dual approach not only drives traffic to physical stores but also builds consumer trust in online purchases, fostering a positive cycle of demand and sales [8][10]. Group 4: Future Plans - The company plans to continue expanding its store network and optimizing digital services, aiming to enhance membership management and marketing strategies [10][11]. - The commitment to supporting the liquor industry's development is reflected in the company's ongoing efforts to innovate and provide a replicable model for channel innovation and revitalization [11].

Core Viewpoint - The transformation from "selling liquor" to "selling lifestyle" is being emphasized in Guizhou, with a focus on enhancing consumer experiences through innovative offerings and cultural integration [1][10]. Group 1: Industry Transformation - Guizhou is prioritizing the shift from traditional liquor sales to lifestyle-oriented experiences, creating new consumption scenarios in the cultural and tourism sectors [1][9]. - The establishment of the "Pray Wine House" in Multi-colored Guizhou City represents a strategic move to integrate liquor with local culture and tourism, aiming to create a unique consumption space that reflects Guizhou's ethnic characteristics [3][5]. Group 2: Innovative Offerings - The "Pray Wine House" features a variety of creative cocktails inspired by local flavors, such as "Ginger Good" and "Sour Soup Without Fish," showcasing Guizhou's rich liquor culture [3][5]. - The introduction of an AI customization feature allows customers to personalize their liquor bottles, enhancing the product's sentimental value and branding opportunities for businesses [5][9]. Group 3: Expansion Plans - The company plans to establish 16 high-quality liquor experience stores in Guizhou's scenic areas by 2025, focusing on immersive experiences and cultural displays to attract consumers [7][9]. - The "Beautiful Wine Street" has successfully attracted over 10 well-known domestic and international brands, creating a diverse ecosystem that combines local and international liquor offerings [9][10]. Group 4: Cultural Events and Engagement - Multi-colored Guizhou City has hosted various cultural events, such as the "Colorful Starry Show," to enhance consumer engagement and promote the integration of music, dining, and liquor experiences [9][10]. - The company aims to deepen emotional connections with consumers by designing experiences that resonate with social attributes and cultural themes [10].