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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，葡萄酒動銷招數全攻略”為主題的第24屆葡界論壇在中國葡萄酒大咖群成功舉辦。葡萄酒行業觀察家、評論家，葡界論壇創始人董樹國先生擔任本屆論壇主席；濱州醫學院葡萄酒學院副教授、葡藤匠心產業研究院創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：煙臺張裕葡萄釀酒股份有限公司總經理孫健、漢凱菲斯奈特中國區品牌代表顧育平、茅臺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、上海卡聶高國際貿易有限公司董事長林小芬、深圳智猴酒業有限公司總經理陳聲達、猿小姐甜酒鋪創始人袁旭，他們與中國葡萄酒大咖群300多位行業大咖共同見證了本屆論壇。作為葡界論壇的戰略合作伙伴，《華夏酒報》將以紀實的形式完整刊登論壇內容。

2020年疫情肆虐，國內外形勢嚴峻，酒水市場在艱難中前行。國際交流受阻，國內消費低迷。雖然中國疫情控制的非常好，恢復的也很快，但市場依然處于恢復期。與此同時，中國市場也正在進入新的消費時代。從消費形態到消費習慣都在發生變化。企業在這種市場狀態中，既要關注市場大勢，又必須抓住時機，推動旺季的銷售上量。

在這個特殊的市場環境下，葡萄酒企業2020年年底銷售旺季是否能夠搶回更多的銷量？企業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，葡萄酒動銷招數全攻略”為主題， 邀請嘉賓從不同角度進行出謀劃策，以期給中國葡萄酒行業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—產業鏈與羊群效應》的主旨發言。董樹國說，三十年來，標準之殤，假酒泛濫，規則放逐，文化缺失，競爭無序，各自為政，行業成長付出了沉重代價。因此，我們要上一個臺階看問題，下一個臺階做事情。董樹國認為，從種植，釀造，儲存、設計、包裝、成品，到營銷、宣傳，用各種人才編織成一個產業鏈，每一個環節都不能差。從產品角度來說，品牌運作就是產業鏈的最高環節。葡萄酒行業企業要合合發展，合作合群，必須抱團像羊群一樣，去面對這個風雨飄搖的市場。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，中國的葡萄酒企業要完善自身的產業鏈，達成共識，統一宣傳，合合發展，共同把市場蛋糕做大，共同繁榮中國葡萄酒市場！

隨后，在主持人濱州醫學院葡萄酒學院副教授、葡藤匠心產業研究院創始人劉世松先生的引導下，七位嘉賓在三個多小時的時間里共同分析了當前中國葡萄酒市場特點、進口葡萄酒在中國市場發展趨勢、旺季葡萄酒市場機遇，結合各自品牌案例分享了企業、精品酒莊和進口品牌在旺季葡萄酒動銷策略和成功經驗，這必將會給中國葡萄酒企業年底促銷提供有益的借鑒與思路。

煙臺張裕葡萄釀酒股份有限公司總經理孫健先生針對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，行業蓄勢待發》的主題發言。孫健梳理了中國葡萄酒當前的市場形勢，他認為，中國葡萄酒市場大陽線開始顯現，有望迎來觸底反彈。在歷史機遇面前，要保障葡萄酒行業筑底成功，大陽線穩固向上。展望未來，競合發展才能做大中國葡萄酒市場蛋糕。孫健結合張裕公司的案例分析指出，現在國貨崛起正當時，提前“埋伏”的酒企正蓄勢待發，宏觀政策利好中國葡萄酒市場發展，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，提出要處理好三個問題值得中國葡萄酒行業深思，即一是如何合力培育更多消費者，爭取更大的蛋糕；二是國產酒與進口酒要在良好的競合發展框架下，看誰能給消費者提供更高品質的消費體驗，相應就能謀求自身更大的發展；三是從企業層面看，要想生存下來，活得更滋潤，每個企業都要在新形勢下找到適合自己的定位和生存發展之路。

漢凱菲斯奈特中國區品牌代表顧育平先生分享了進口酒在中國市場的發展趨勢和上量的增長點方面的觀點。顧育平通過數據分析了進口酒市場現狀、市場變化趨勢。顧育平指出，年輕人正在主導未來十年的酒類消費格局。年輕人的個人主義是趨勢，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內人士深思：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年白葡萄酒市場會有較大發展；起泡酒也是下一個增長點；葡萄酒銷售要適應年輕人的思維創新；烈酒是葡萄酒最大的競爭對手；未來全球品牌化是趨勢；葡萄酒企業要注重“品牌+品質+顏值”。

茅臺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遇發表了演講。司徒軍認為，第一，當前形勢下中國葡萄酒迎來了歷史性發展機遇，我們要把握葡萄酒發展的戰略機遇期，共同開創出一條中國葡萄酒的創新增長之路；第二，行業良好生態需要優秀企業共同構建，行業穩健發展需要優秀企業共同堅持；第三，龍頭品牌的行業責任與使命，是共同樹立起中國葡萄酒的品質自信、品牌自信、文化自信和發展自信，為中國葡萄酒行業發展貢獻更大的力量。司徒軍結合茅臺葡萄酒案例提出了三條動銷措施：一要堅持品質為先，以優質產品塑造品牌卓越口碑；二要堅持文化引領，以文化發展打破品牌邊界；三要堅持服務營銷，打造“葡萄酒廠商命運共同體”。

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如何進行銷售促進實現新突破分享了觀點。張言志說，由于精品酒莊規模的限制，很難在市場形成正規軍式的市場營銷格局，但是任何規模的酒莊都應該挖掘和發揮自己的優勢。張言志從四個方面提出了抓住疫情之后第一個春節旺季的措施：一是避價格，重價值，挖掘話題，不斷給產品提升價值認同感；二是挖掘團購資源，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，走進人心里去的產品才是好產品；四是高舉中國本土葡萄酒大旗，講自己的獨特故事，講產區和中國的共性故事。

上海卡聶高國際貿易有限公司董事長林小芬女士結合上海卡聶高十年來的運營暢談了年底品鑒酒會如何進行改變才能更好促進銷售的經驗。林小芬從四個方面給大家總結了具有實操性質的節日品鑒會、酒會流程規范，即一是確立一個主題很重要，二是精準選擇客戶才高效，三是關注細節定成敗，四是配合促銷事半功倍。林小芬在分享經驗的過程中，詳細將具體的操作方法和需要注意的事項都一一進行講解，具有很強的可借鑒性和實際操作性。林小芬指出，疫情使許多行業遭受沖擊，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使很多人停下了腳步，但是她相信進口葡萄酒行業還是可以大有所為的。

深圳智猴酒業有限公司總經理陳聲達先生結合在疫情期間通過視頻號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如何借助互聯網銷售。陳聲達指出，線上線下融合的“新零售”已經成為所有行業的新賽道！融合線上線下零售模式，形成優劣互補，并結合現代物流打通線上線下零售端口，最終依托大數據從本質上改造零售模式，提升用戶體驗，實現消費升級。賣酒得有互聯網思維，應該以用戶多樣化需求為導向，精準連接人與商品的新零售平臺，旨在讓生活更優質，讓零售更智能。陳聲達結合智猴葡萄酒疫情期間營銷案例提醒大家：小微企業要走向直播帶貨最好還是用資源整合的優勢去做；因地制宜制定適合自己的銷售方法才是上策；拿出態度和投入服務好現有的老客戶，再通過互聯網引流新客戶，適當利用好抖音、快手、視頻號等幾大破圈平臺進行引流和推廣，打造好個人IP、產品品牌迎接旺季的到來。

猿小姐甜酒鋪創始人袁旭女士就葡萄酒企業應該怎樣操作年底的直播帶貨分享了經驗。袁旭給我們分析了行業的新風口直播的優勢和劣勢，剖析了品牌型商家和貿易型商家兩類商家的核心訴求。袁旭認為，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人播，貿易導向。袁旭還詳細分析了淘寶、快手和抖音三個平臺特點，對產品力的要求，詳細解讀了頭部、腰部和尾部不同階段達人的要求和優劣勢特點。就如何承接直播，袁旭從資源、產品、操作三個方面分享她的經驗：一是資源方面，優質的主播資源，直接對接主播商務；二是產品方面，適合直播的產品，有產品力；三是操作方面，有經驗的團隊，供應鏈承壓能力，后續數據回流，產品運營節奏。

主持人劉世松在最后對本屆論壇進行了總結。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者對企業和產品的注意和興趣，激發消費者的購買欲望，進而轉化為產生購買行動。看似簡單實則要達到目標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商流、物流和信息流有機結合的過程。市場時時刻刻在發生變化，葡萄酒市場巨大的潛力需要我們的葡萄酒企業合力開拓，危中有機，市場在任何情況下都有機會，關鍵是能不能發現機會并將機會轉化為效益。劉世松希望葡萄酒企業管理者和營售人員時刻保持對市場變化的清醒認知，關注企業、經銷商和消費者動態變化趨勢和三者之間的關系處理，保障各環節暢通，及時根據市場變化調整促銷策略，運用各種促銷組合，刺激消費者購買行為，保證擴大葡萄酒產品市場銷售，共同做大中國葡萄酒市場！