In 2020, the wine markets both at home and abroad having been moving forward under great challenges of Covid-19. Although the epidemic in China has been well controlled, the market is still recovering. At the same time, The Chinese market shows new consumption characteristics, and changes are taking place from consumption patterns to consumption habits.

In this special market situation, how can wine companies bring more sales during the busy season at the end of 2020? With the theme of "Wine sales strategies during the busy season", experts of the forum made suggestions from different angles, hoping to bring new reference and thinking to the industry.

Chairman Dong Shuguo announced the opening of the forum and made the keynote speech on " Prosper China's Wine Market-Industry Chain and Herd Effect". He pointed that the wine enterprises need to develop and cooperate together like a flock to face this precarious market. “Chinese wine companies must improve their own industrial chain, reach consensus and unified publicity, and jointly make a big market cake, so as to promote prosperity of the China’s wine market.”

Mr. Sun Jian, General Manager of Yantai Changyu Pioneer Wine Co., Ltd., believes that the China’s wine market is expected to usher in a bottoming out. Based on the case analysis of Changyu, he pointed out that domestic products is now on the rise, the macro policies are very beneficial to the development of China’s wine market, and the epidemic has made "healthy drinking" more popular. He also pointed out that the Chinese wine industry should deal with three problems: How to work together to cultivate more consumers; Domestic wine and imported wine should provide consumers with higher quality consumer experience under the premise of good competition and cooperation. Every company must find its own development path under the new situation.

Mr. Gu Yuping, China brand representative of Henkell Freixenet, shared his views on the development trend and growth points of imported wine in China market. He analyzed the current situation of the imported wine market and market trends through data. He pointed out that young people are leading the alcohol consumption pattern in the next 10 years. The white wine market will develop significantly in the next 3-5 years and sparkling wine will also gain more market share; Wine sales must adapt to the innovative thinking of young people; Spirits are the biggest competitor of wine; Branding is the trend for  future market in the world; Wine producers need to focus on "brand + quality + package".

Mr. Si Tujun, Chairman of Moutai Wine Company, gave a speech on how to seize opportunities in the wine market. He believes that Chinese wine is ushering in historic development opportunities, and we must grasp them and jointly create a path of innovative growth for Chinese wine. Based on the cases of Moutai wine, he proposed three measures to promote sales: Adhere to quality, build a good brand reputation with high-quality products; Let culture being the guide and break brand boundaries; Adhere to the principle of service marketing and create " a community of common destiny ".

Mr. Zhang Yanzhi, Chairman of Ningxia Xige Estate said that due to the scale of boutique wineries, it is difficult for them to compete in the way of big players, but wineries of any size should tap and give play to their advantages. He put forward measures to seize the busy season of the Spring Festival after Covid-19 from 4 aspects:Explore topics, and enhance the value identity of products among consumers; Tap resources for group purchases and shorten the sales chain; Focus on feelings and make the products enter people’s hearts; Hold high the banner of Chinese wine, tell your own unique story, as well as the stories of the region and the country. 

Ms. Lin Xiaofen, Chairman of Shanghai Carlico International Trading Co., Ltd., talked about how to change the tasting party in order to better promote sales with her 10-year working experience in Shanghai Carlico. She summarized the practical procedures of festival tasting from four aspects: Establish a theme, select customers accurately, pay attention to details, and do it along with sales. She pointed out that Covid-19 has impacted many industries but is also spurred us to abandon our inherent ideas and encourage us to make changes. 

Mr. Chen Shengda, general manager of Shenzhen Wise Monkey Wine Co., Ltd., shared the online sales operation method during the busy season and how companies without enough traffic can use the Internet to sell. He pointed out that the integration of online and offline "new retail" has become a new track for all industries. Combining the marketing cases of Wise Monkey wine during the epidemic period, he make his own suggestions:  Make old customers bring new customers through the Internet, make good use of the platforms such as TikTok, Kwai,  and create a good personal IP and product brand. 

Ms. Yuan Xu, the founder of Miss Yuan’s Sweet Wines, shared her experience on how wine companies should operate the live delivery at the end of the year. She analyzed the advantages and disadvantages of network broadcast, as well as the characteristics of the three platforms of Taobao, TikTok and Kwai. Regarding how to undertake live delivery, she shared her experience from three aspects: high-quality anchor resources, products suitable for network broadcast and experienced team to conduct the operation.

Mr.Liu Shisong, associate professor of the Wine School of Binzhou Medical College and founder of Wine Craftsmanship Institute made a summary speech at the end. The forum ended successfully.

2020年10月23日下午，以“旺季已來，葡萄酒動(dòng)銷招數(shù)全攻略”為主題的第24屆葡界論壇在中國葡萄酒大咖群成功舉辦。葡萄酒行業(yè)觀察家、評論家，葡界論壇創(chuàng)始人董樹國先生擔(dān)任本屆論壇主席；濱州醫(yī)學(xué)院葡萄酒學(xué)院副教授、葡藤匠心產(chǎn)業(yè)研究院創(chuàng)始人劉世松先生主持了本屆論壇。本屆論壇邀請的7位嘉賓：煙臺(tái)張?jiān)Ｆ咸厌劸乒煞萦邢薰究偨?jīng)理孫健、漢凱菲斯奈特中國區(qū)品牌代表顧育平、茅臺(tái)葡萄酒公司黨委書記、董事長司徒軍、寧夏西鴿酒莊有限公司董事長張言志、上?？櫢邍H貿(mào)易有限公司董事長林小芬、深圳智猴酒業(yè)有限公司總經(jīng)理陳聲達(dá)、猿小姐甜酒鋪創(chuàng)始人袁旭，他們與中國葡萄酒大咖群300多位行業(yè)大咖共同見證了本屆論壇。作為葡界論壇的戰(zhàn)略合作伙伴，《華夏酒報(bào)》將以紀(jì)實(shí)的形式完整刊登論壇內(nèi)容。

2020年疫情肆虐，國內(nèi)外形勢嚴(yán)峻，酒水市場在艱難中前行。國際交流受阻，國內(nèi)消費(fèi)低迷。雖然中國疫情控制的非常好，恢復(fù)的也很快，但市場依然處于恢復(fù)期。與此同時(shí)，中國市場也正在進(jìn)入新的消費(fèi)時(shí)代。從消費(fèi)形態(tài)到消費(fèi)習(xí)慣都在發(fā)生變化。企業(yè)在這種市場狀態(tài)中，既要關(guān)注市場大勢，又必須抓住時(shí)機(jī)，推動(dòng)旺季的銷售上量。

在這個(gè)特殊的市場環(huán)境下，葡萄酒企業(yè)2020年年底銷售旺季是否能夠搶回更多的銷量？企業(yè)如何看待年底銷售旺季的到來？要通過何種方式才能更好推動(dòng)銷售上量？因此，中國葡萄酒大咖群第24屆葡界論壇以“旺季已來，葡萄酒動(dòng)銷招數(shù)全攻略”為主題， 邀請嘉賓從不同角度進(jìn)行出謀劃策，以期給中國葡萄酒行業(yè)帶來全新的借鑒與思考。

董樹國主席首先宣布論壇開幕并做《共同繁榮中國葡萄酒市場—產(chǎn)業(yè)鏈與羊群效應(yīng)》的主旨發(fā)言。董樹國說，三十年來，標(biāo)準(zhǔn)之殤，假酒泛濫，規(guī)則放逐，文化缺失，競爭無序，各自為政，行業(yè)成長付出了沉重代價(jià)。因此，我們要上一個(gè)臺(tái)階看問題，下一個(gè)臺(tái)階做事情。董樹國認(rèn)為，從種植，釀造，儲(chǔ)存、設(shè)計(jì)、包裝、成品，到營銷、宣傳，用各種人才編織成一個(gè)產(chǎn)業(yè)鏈，每一個(gè)環(huán)節(jié)都不能差。從產(chǎn)品角度來說，品牌運(yùn)作就是產(chǎn)業(yè)鏈的最高環(huán)節(jié)。葡萄酒行業(yè)企業(yè)要合合發(fā)展，合作合群，必須抱團(tuán)像羊群一樣，去面對這個(gè)風(fēng)雨飄搖的市場。董樹國指出，我們要站在世界的高度看世界，我們要站在中國市場高度看中國市場，中國的葡萄酒企業(yè)要完善自身的產(chǎn)業(yè)鏈，達(dá)成共識(shí)，統(tǒng)一宣傳，合合發(fā)展，共同把市場蛋糕做大，共同繁榮中國葡萄酒市場！

隨后，在主持人濱州醫(yī)學(xué)院葡萄酒學(xué)院副教授、葡藤匠心產(chǎn)業(yè)研究院創(chuàng)始人劉世松先生的引導(dǎo)下，七位嘉賓在三個(gè)多小時(shí)的時(shí)間里共同分析了當(dāng)前中國葡萄酒市場特點(diǎn)、進(jìn)口葡萄酒在中國市場發(fā)展趨勢、旺季葡萄酒市場機(jī)遇，結(jié)合各自品牌案例分享了企業(yè)、精品酒莊和進(jìn)口品牌在旺季葡萄酒動(dòng)銷策略和成功經(jīng)驗(yàn)，這必將會(huì)給中國葡萄酒企業(yè)年底促銷提供有益的借鑒與思路。

煙臺(tái)張?jiān)Ｆ咸厌劸乒煞萦邢薰究偨?jīng)理孫健先生針對2020年底葡萄酒市場銷售總體形勢做了《中國葡萄酒市場大陽線顯現(xiàn)，行業(yè)蓄勢待發(fā)》的主題發(fā)言。孫健梳理了中國葡萄酒當(dāng)前的市場形勢，他認(rèn)為，中國葡萄酒市場大陽線開始顯現(xiàn)，有望迎來觸底反彈。在歷史機(jī)遇面前，要保障葡萄酒行業(yè)筑底成功，大陽線穩(wěn)固向上。展望未來，競合發(fā)展才能做大中國葡萄酒市場蛋糕。孫健結(jié)合張?jiān)９镜陌咐治鲋赋?，現(xiàn)在國貨崛起正當(dāng)時(shí)，提前“埋伏”的酒企正蓄勢待發(fā)，宏觀政策利好中國葡萄酒市場發(fā)展，疫情讓“健康飲酒”更加深入人心。孫健針對未來做大葡萄酒市場的過程，提出要處理好三個(gè)問題值得中國葡萄酒行業(yè)深思，即一是如何合力培育更多消費(fèi)者，爭取更大的蛋糕；二是國產(chǎn)酒與進(jìn)口酒要在良好的競合發(fā)展框架下，看誰能給消費(fèi)者提供更高品質(zhì)的消費(fèi)體驗(yàn)，相應(yīng)就能謀求自身更大的發(fā)展；三是從企業(yè)層面看，要想生存下來，活得更滋潤，每個(gè)企業(yè)都要在新形勢下找到適合自己的定位和生存發(fā)展之路。

漢凱菲斯奈特中國區(qū)品牌代表顧育平先生分享了進(jìn)口酒在中國市場的發(fā)展趨勢和上量的增長點(diǎn)方面的觀點(diǎn)。顧育平通過數(shù)據(jù)分析了進(jìn)口酒市場現(xiàn)狀、市場變化趨勢。顧育平指出，年輕人正在主導(dǎo)未來十年的酒類消費(fèi)格局。年輕人的個(gè)人主義是趨勢，喝自己喜歡的才是最好的。顧育平對未來葡萄酒市場趨勢的一些判斷值得業(yè)內(nèi)人士深思：未來是所有酒類的大博弈；下一步葡萄酒市場中請大家重視白葡萄酒，未來3-5年白葡萄酒市場會(huì)有較大發(fā)展；起泡酒也是下一個(gè)增長點(diǎn)；葡萄酒銷售要適應(yīng)年輕人的思維創(chuàng)新；烈酒是葡萄酒最大的競爭對手；未來全球品牌化是趨勢；葡萄酒企業(yè)要注重“品牌+品質(zhì)+顏值”。

茅臺(tái)葡萄酒公司黨委書記、董事長司徒軍先生針對如何抓住葡萄酒市場機(jī)遇發(fā)表了演講。司徒軍認(rèn)為，第一，當(dāng)前形勢下中國葡萄酒迎來了歷史性發(fā)展機(jī)遇，我們要把握葡萄酒發(fā)展的戰(zhàn)略機(jī)遇期，共同開創(chuàng)出一條中國葡萄酒的創(chuàng)新增長之路；第二，行業(yè)良好生態(tài)需要優(yōu)秀企業(yè)共同構(gòu)建，行業(yè)穩(wěn)健發(fā)展需要優(yōu)秀企業(yè)共同堅(jiān)持；第三，龍頭品牌的行業(yè)責(zé)任與使命，是共同樹立起中國葡萄酒的品質(zhì)自信、品牌自信、文化自信和發(fā)展自信，為中國葡萄酒行業(yè)發(fā)展貢獻(xiàn)更大的力量。司徒軍結(jié)合茅臺(tái)葡萄酒案例提出了三條動(dòng)銷措施：一要堅(jiān)持品質(zhì)為先，以優(yōu)質(zhì)產(chǎn)品塑造品牌卓越口碑；二要堅(jiān)持文化引領(lǐng)，以文化發(fā)展打破品牌邊界；三要堅(jiān)持服務(wù)營銷，打造“葡萄酒廠商命運(yùn)共同體”。

寧夏西鴿酒莊有限公司董事長張言志先生針對中國精品葡萄酒在年底旺季來臨時(shí)如何進(jìn)行銷售促進(jìn)實(shí)現(xiàn)新突破分享了觀點(diǎn)。張言志說，由于精品酒莊規(guī)模的限制，很難在市場形成正規(guī)軍式的市場營銷格局，但是任何規(guī)模的酒莊都應(yīng)該挖掘和發(fā)揮自己的優(yōu)勢。張言志從四個(gè)方面提出了抓住疫情之后第一個(gè)春節(jié)旺季的措施：一是避價(jià)格，重價(jià)值，挖掘話題，不斷給產(chǎn)品提升價(jià)值認(rèn)同感；二是挖掘團(tuán)購資源，縮短銷售鏈條，要把銷售的過程變得更美好；三是重情懷、輕商業(yè)，走進(jìn)人心里去的產(chǎn)品才是好產(chǎn)品；四是高舉中國本土葡萄酒大旗，講自己的獨(dú)特故事，講產(chǎn)區(qū)和中國的共性故事。

上?？櫢邍H貿(mào)易有限公司董事長林小芬女士結(jié)合上海卡聶高十年來的運(yùn)營暢談了年底品鑒酒會(huì)如何進(jìn)行改變才能更好促進(jìn)銷售的經(jīng)驗(yàn)。林小芬從四個(gè)方面給大家總結(jié)了具有實(shí)操性質(zhì)的節(jié)日品鑒會(huì)、酒會(huì)流程規(guī)范，即一是確立一個(gè)主題很重要，二是精準(zhǔn)選擇客戶才高效，三是關(guān)注細(xì)節(jié)定成敗，四是配合促銷事半功倍。林小芬在分享經(jīng)驗(yàn)的過程中，詳細(xì)將具體的操作方法和需要注意的事項(xiàng)都一一進(jìn)行講解，具有很強(qiáng)的可借鑒性和實(shí)際操作性。林小芬指出，疫情使許多行業(yè)遭受沖擊，沖擊更多的是在于鞭策我們拋棄固有思想，去嘗試改變自己，由于改變帶來的陣痛會(huì)使很多人停下了腳步，但是她相信進(jìn)口葡萄酒行業(yè)還是可以大有所為的。

深圳智猴酒業(yè)有限公司總經(jīng)理陳聲達(dá)先生結(jié)合在疫情期間通過視頻號(hào)接了不少訂單分享了銷售旺季線上銷售操作方法以及沒有流量的企業(yè)如何借助互聯(lián)網(wǎng)銷售。陳聲達(dá)指出，線上線下融合的“新零售”已經(jīng)成為所有行業(yè)的新賽道！融合線上線下零售模式，形成優(yōu)劣互補(bǔ)，并結(jié)合現(xiàn)代物流打通線上線下零售端口，最終依托大數(shù)據(jù)從本質(zhì)上改造零售模式，提升用戶體驗(yàn)，實(shí)現(xiàn)消費(fèi)升級。賣酒得有互聯(lián)網(wǎng)思維，應(yīng)該以用戶多樣化需求為導(dǎo)向，精準(zhǔn)連接人與商品的新零售平臺(tái)，旨在讓生活更優(yōu)質(zhì)，讓零售更智能。陳聲達(dá)結(jié)合智猴葡萄酒疫情期間營銷案例提醒大家：小微企業(yè)要走向直播帶貨最好還是用資源整合的優(yōu)勢去做；因地制宜制定適合自己的銷售方法才是上策；拿出態(tài)度和投入服務(wù)好現(xiàn)有的老客戶，再通過互聯(lián)網(wǎng)引流新客戶，適當(dāng)利用好抖音、快手、視頻號(hào)等幾大破圈平臺(tái)進(jìn)行引流和推廣，打造好個(gè)人IP、產(chǎn)品品牌迎接旺季的到來。

猿小姐甜酒鋪創(chuàng)始人袁旭女士就葡萄酒企業(yè)應(yīng)該怎樣操作年底的直播帶貨分享了經(jīng)驗(yàn)。袁旭給我們分析了行業(yè)的新風(fēng)口直播的優(yōu)勢和劣勢，剖析了品牌型商家和貿(mào)易型商家兩類商家的核心訴求。袁旭認(rèn)為，品牌型商家可以選擇自播，建立官方形象，品宣大于帶貨。電商型商家可以選擇達(dá)人播，貿(mào)易導(dǎo)向。袁旭還詳細(xì)分析了淘寶、快手和抖音三個(gè)平臺(tái)特點(diǎn)，對產(chǎn)品力的要求，詳細(xì)解讀了頭部、腰部和尾部不同階段達(dá)人的要求和優(yōu)劣勢特點(diǎn)。就如何承接直播，袁旭從資源、產(chǎn)品、操作三個(gè)方面分享她的經(jīng)驗(yàn)：一是資源方面，優(yōu)質(zhì)的主播資源，直接對接主播商務(wù)；二是產(chǎn)品方面，適合直播的產(chǎn)品，有產(chǎn)品力；三是操作方面，有經(jīng)驗(yàn)的團(tuán)隊(duì)，供應(yīng)鏈承壓能力，后續(xù)數(shù)據(jù)回流，產(chǎn)品運(yùn)營節(jié)奏。

主持人劉世松在最后對本屆論壇進(jìn)行了總結(jié)。劉世松說，葡萄酒促銷是常談常新的話題。簡單地說，促銷的目的就是吸引消費(fèi)者對企業(yè)和產(chǎn)品的注意和興趣，激發(fā)消費(fèi)者的購買欲望，進(jìn)而轉(zhuǎn)化為產(chǎn)生購買行動(dòng)。看似簡單實(shí)則要達(dá)到目標(biāo)卻需要做許多的工作。劉世松指出，葡萄酒的銷售過程是一個(gè)商流、物流和信息流有機(jī)結(jié)合的過程。市場時(shí)時(shí)刻刻在發(fā)生變化，葡萄酒市場巨大的潛力需要我們的葡萄酒企業(yè)合力開拓，危中有機(jī)，市場在任何情況下都有機(jī)會(huì)，關(guān)鍵是能不能發(fā)現(xiàn)機(jī)會(huì)并將機(jī)會(huì)轉(zhuǎn)化為效益。劉世松希望葡萄酒企業(yè)管理者和營售人員時(shí)刻保持對市場變化的清醒認(rèn)知，關(guān)注企業(yè)、經(jīng)銷商和消費(fèi)者動(dòng)態(tài)變化趨勢和三者之間的關(guān)系處理，保障各環(huán)節(jié)暢通，及時(shí)根據(jù)市場變化調(diào)整促銷策略，運(yùn)用各種促銷組合，刺激消費(fèi)者購買行為，保證擴(kuò)大葡萄酒產(chǎn)品市場銷售，共同做大中國葡萄酒市場！