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刘淼:让白酒酒庄成为中国民族产业新名片的三大路径

2020-11-03 07:48  中国酒业新闻  佳酿网  字号:【】【】【】  参与评论  阅读:

11月1日,2020年度中国酒业协会白酒酒庄管理委员会年会在泸州隆重召开。中国白酒酒庄管理委员会当值主席、泸州老窖股份有限公司董事长刘淼在年会上发表了精彩致辞,为中国白酒酒庄的发展带来了诸多精彩的解读与启示。

刘淼董事长表示,白酒酒庄作为中西结合、博采众长的崭新业态,是中国白酒行业加快向品牌、品质、文化和原产地集中的新形势下,凭借其在文化特色表达、酿造生动展示、产品全程溯源以及服务个性定制等方面的独特优势,为广大消费者带来了耳目一新的消费体验,为传统产业在新时代的转型升级探索出了一条成功的发展模式。

刘淼董事长强调,白酒酒庄建设在取得成绩的同时也依然存在一些不足。如,标准还不够健全和统一、宣传还不够规范和严谨、产品特色还不够鲜明、营销和服务还不够迅捷、全过程可视化产品溯源体系还尚未建立等等,尽管白酒酒庄建设前路充满挑战,但白酒酒庄建设对整个产业来说影响深远、意义重大、功在当代、利在千秋。围绕白酒酒庄的未来发展之路,刘淼董事长给出了三大路径。

讲好文化故事,打造有格调和高度的白酒酒庄

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一是突出中华酒文化特色。坚持古为今用,将中国白酒与农耕文明相伴相生的故事讲好,让酒庄成为散落在中华大地的特色文化博物馆,使之升华为中华文明的见证符号。同时,将祭祖、封藏等中华特色民俗,以及酒诗、酒画、酒乐、酒舞等艺术融入其中,以中华文化为酒庄文化背书,增进消费者对酒庄的价值认同。

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讲透品质故事,打造有厚度和底气的白酒酒庄

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讲细服务故事,打造有温度和生命的白酒酒庄

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二是要创新营销表达。坚持让白酒文化“脱虚入实”,避免自说自话、避免生硬晦涩,用全球消费者听得懂的“语言”讲述白酒文化、故事、工艺、特色、逸闻、趣事,给消费者带来快乐、轻松的感受,真正体验到酿酒之美、饮酒之乐。

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    关键词:​刘淼 白酒酒庄 酒博会  来源:佳酿网  佚名
    (责任编辑:程亚利)
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