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宁夏葡萄酒产业带在直播间开辟生意新增量,618抖音成交额同比增长436%
Zhong Guo Fa Zhan Wang· 2025-06-20 11:11
Core Viewpoint - The article highlights the transformation of the Ningxia Helan Mountain wine industry, emphasizing the shift towards e-commerce and consumer engagement through innovative marketing strategies, particularly via social media platforms like Douyin (TikTok) [1][2][12]. Group 1: Industry Growth and Trends - The Ningxia wine industry has seen a significant increase in sales, with Douyin e-commerce sales of Ningxia wines growing fivefold during the International Grape Wine Culture Tourism Expo [1]. - The region's wine production area covers 606,000 acres, accounting for 40% of the national total, with an annual production of 140 million bottles, representing 50% of the national winery output [16]. - The Ningxia wine region has won over 1,700 awards in the past five years, establishing itself as a "gold medal harvesting zone" [16]. Group 2: E-commerce and Consumer Engagement - The use of live streaming and short videos has allowed wine producers to reach consumers directly, with 72% of buyers purchasing more than 1.5 orders during the expo [1]. - The sales of specific products, such as the "Morning and Evening" sweet wines, reached 3 million in a single month on Douyin, showcasing the effectiveness of targeted product development [6]. - The collaboration with influencers has proven successful, with one winery achieving over 1 million in sales during a single live stream event [11]. Group 3: Product Development and Market Adaptation - Producers are adapting their products based on consumer feedback, shifting from dry red wines to sweeter varieties to meet market preferences [5][6]. - The introduction of innovative packaging solutions, such as pull-tab glass caps and screw caps, has lowered the barriers to wine consumption, making it more accessible [8][9]. - The focus on creating high-quality, affordable wines aims to make wine a staple in everyday dining, similar to beer and white spirits [8]. Group 4: Cultural and Brand Narrative - The Ningxia wine industry is transitioning from a focus on quality to building a strong brand narrative, aligning with the trend that "good wine needs a good brand" [18]. - The region is planning to produce a variety show to further promote its wine culture and heritage, aiming to enhance national awareness of Ningxia wines [19]. - The integration of traditional agricultural practices with modern marketing strategies is seen as essential for the industry's future growth [17][20].
从风景独好到风行于“世”——谈微短剧的走出去
Ren Min Ri Bao· 2025-05-11 22:24
近两年来,微短剧在国内的发展已蔚为大观:今年初发布的第五十五次《中国互联网络发展状况统计报 告》指出,国内微短剧用户已有6.62亿。与之相呼应,扬帆出海的微短剧也开始风行于"世"。究其原 因,微短剧源于日常、面向大众,为人们喜闻乐见,同时其生产速度快、题材覆盖面广,作品供给源源 不断。无论是来自中国的专业微短剧平台、国内外的大型流媒体平台,还是国际超级短视频平台,都为 微短剧出海铺就立体多元的通道。人们期待全球旅行的微短剧,能顺应国内影视创作精品化的发展趋 势,积"微"成著,讲述更多精彩纷呈的中国故事。 "爽"的故事与情感超越国界 人们常用"爽"来形容追看微短剧的感受。一则"爽"在故事。微短剧的剧情高度浓缩,无需起承转合,往 往直接把冲突、矛盾、巧合、意外一字排开,以情节的激流与漩涡将观众卷入其间。二则"爽"在情感。 微短剧会放大人类的情感,不太雕琢细腻委婉。无论喜怒哀乐、爱恨情仇,剧中人总是直截了当地把个 体情感展现在屏幕上,和观众面对面分享。在直给的"爽"的故事和情感面前,不同国别和地域的观众很 容易被吸引。 在中国本土发展起来的微短剧一路顺风顺水,几个代表性的国产微短剧应用软件冲上了国外应用商店前 列, ...