Xia Yuxiang, the head of the group, said: "Let's analyze from the perspective of the enterprise, whether the enterprise has to pursue profit maximization and make more money is always the biggest goal of the enterprise." ”

Song Chang nodded, "Yes, as an enterprise, the pursuit of profits, the pursuit of sales is its natural characteristics, if the enterprise does not make money, it will not be able to survive, losses for many years, it will be closed, market competition is very cruel, survival of the fittest, this is the law of ancient times and the law of the market, no one can violate." ”

There is also a view that the purpose of the company's existence in society is to provide customers with products or services, rather than the pursuit of profit maximization, and the goal of pursuing profits in the short term should be to create value for customers and society. ”

"To put the customer in mind, all in order to create customer value, while paying attention to the growth of employees, creating value for employees, in addition to trying to create a customer-oriented value chain, if we put forward the concept of convenience, value-added service and other links, can we form a customer value chain. ”

"The century-old store Tong Ren Tang is the best example, they always adhere to the corporate values and sense of mission of 'medicine is to save people, not to make money', so that they can become a century-old store, stand tall and become a good story. ”

Therefore, the most important thing to do a brand is how to strengthen communication with consumers, especially the communication between the terminal and consumers, which is now said to be fundamental, no matter how fragmented and flattened your channel is, this is the core, so that consumers are satisfied, win the love of consumers, so that they are willing to recognize your brand, pay money to buy, become loyal consumers, this brand can survive and develop in the market, otherwise the cart is turned upside down, quick success, opportunistic, and it is not possible to take a shortcut. ”

"In the current wine market, powerful enterprises need to occupy more of the market, need to maximize the acquisition of market resources, and enterprises without strength can only obtain the strategic position of a certain link through the way of focus. ”

"For large enterprises and big brands, what is needed is full coverage while focusing, and for small brands or new brands, full coverage obviously requires more conditions: financial strength, sufficient team members, enough patience, etc. ”

"Chinese wine is in a period of vigorous development, the population is large, the demand is diversified, those quality is stable, the mid-range wine brand, is likely to be the best, the most durable, this is the deepest cultural influence, the mid-range wine is not as expensive as the high-end wine, nor is it as cheap as the low-end wine, so that the buyer feels that the mid-range wine has a certain grade, face, and the price is affordable and affordable. So it's more popular. ”

Although many liquor companies have been involved in the production of wine, and many Chinese wineries have strengthened personnel training, and hired a lot of winemakers and technicians from abroad to give classes to everyone, this kind of training activities can not only broaden their horizons, but also see the gap, and hear the voice of the gradual recognition of Chinese wine by the outside world, which undoubtedly increases the self-confidence of Chinese wine. ”

"I also watched the interview report of Fang Yun's reporter, I think her film is still very meaningful, we should go to the world-class wine companies to take a walk, take a look, field trips, go to the local area, look at the climate, production conditions, local economy and environment of other countries, interview some experienced excellent winemakers, listen to their personal experience, you will find that there are many things that can not be caught up at once. ”

"They still have a lot of valuable experience that we can learn from and learn from. ”

Qu Lihua asked, "Mr. Song, why has wine become the world's largest variety of alcohol? Can you help us analyze the reason?"

Head Xia Yuxiang smiled, "Xiao Qu asked this question, as the world's largest variety, why does wine endure for a long time? ”

Song Chang said: "The performance of wine in life and culture is very obvious, the sense of ritual is very strong, China is in line with the world, and wine must be in line." The final 1:1 ratio of wine and liquor is predictable, China has a lot of grape production areas, which is the foundation to support the future, our Chinese grape production is also a lot, many grape varieties are very good, the taste is very sweet, and it is also suitable for making wine, and with China's reform and opening up, many foreign goods enter the Chinese market through international trade, and Chinese consumers will also accept wine culture, which is more in line with the mainstream needs of future life. ”

"But I have to remind that Chinese people have a misunderstanding of alcohol, thinking that a new brand, through the change of marketing means, the frequency of more advertising, can suddenly break out, a sudden rise, in fact, is not the case, maybe increase advertising investment, will attract the attention of consumers, consumer purchase will rise, but alcohol needs consumers to taste, if the quality is not good, consumers will only be fooled at most, will soon be discarded, will not be fooled a second time." ”

"Many distributors still think that wine is a profiteering product, because wine is much more expensive than beer, and many liquor companies still use wine as a complementary product. ”

"But we must pay attention to this, alcohol brands are often formed for historical reasons, and it is more difficult to make a brand out of thin air with marketing methods, which requires a lot of conditions, which is related to the thickness of culture. ”

Su Xiaoyu asked: "We have seen those famous brands in the market, and for several years, those brands still occupy the market, and we rarely see other new brands, is it not easy to innovate?"

Song Chang nodded, "Yes, because the wine industry is relatively difficult to innovate, such commodities are often homogeneous in operation, and the industry will soon enter a competitive deadlock, and there are many influencing factors, so it is very difficult to do wine marketing. ”

Su Xiaoyu asked again: "In your opinion, how can our domestic enterprises develop their own wine brands and make them successful?"

Song Chang said: "For wine, product strength, brand reputation, upstream resource advantages, and technical advantages are the key to building a brand, which is indeed a long-term process, which requires enterprise managers to be patient, if we do not strive to build our own wine brand, it is impossible to obtain strategic space for sustainable development." ”

"It takes a lot of money to invest in the early stage, and then through marketing and advertising to build brand awareness, but not only through marketing, I still want to emphasize that the best thing in the wine industry is the quality of wine and the continuous innovation of enterprise managers and staff, so as to ultimately support the growth of wine brands. ”

Qu Lihua said: "Can you give us an analysis from a marketing perspective?"

Song Chang said: "From a marketing point of view, consumer demand must be diversified, and a variety of products are needed in the market. Therefore, companies often make a lot of products to meet the needs of different levels, and high, medium and low-end products are available to meet the needs of different consumers. ”

"From the perspective of competition, dealers often emphasize scattered and rich, most of the enterprises focus on focus and single, they mainly play leading products, others are only subsidiary products, because the energy of enterprises is limited, scattered too much, but can not make excellent products. ”

"Mr. Song, do you have any good suggestions for business managers who make wine for wine?"

"In the wine industry, we must take into account the actual situation: first, the unique commodity characteristics of wine, second, the actual situation of the enterprise, third, the development stage of the market, and fourth, the goal of the enterprise, including short-term goals and long-term goals. ”

"The most important thing for an enterprise is the critical period of each stage, the key steps must be right, the route is wrong, or it will not develop, or even die. ”

"Mr. Song, for large enterprises and small and medium-sized enterprises, they should pay attention to different points, can you give suggestions respectively?" Qu Lihua asked.

Song Chang nodded, "Yes, you are right, large enterprises and small and medium-sized enterprises should pay attention to the points are different, according to the company's own situation and advantages to make decisions, I can give a few suggestions for reference, of course, no one is perfect, my experience may also have limitations, if it is not right, please criticize and correct your peers." ”

Head Xia Yuxiang smiled, "Teacher Song, don't be modest, say it boldly, let's do this episode, we are also discussing, the benevolent see the wise and the wise see the wise, everyone brainstorm, the specific decision still needs to be decided by the enterprise manager." ”

"Head Xia, with your words, I'm relieved, okay, I'll just say a few words!"

"In the current Chinese market environment, for large enterprises and big brands, it is necessary to hold high the banner of ideas, emphasize values, advocate positive propositions, and have a clear prediction of future trends, build the foundation of the upstream industrial chain in view of the general trend, and develop corresponding products and cultivate the market. ”

"For small and medium-sized enterprises, especially small enterprises, don't be bound by various business theories, pay special attention to product development, not only take the brand route, but also don't care too much about the requirements of the traditional brand route, to find a unique way, take the road of differentiation of large enterprises, avoid the competition of leading products of large enterprises, to develop some popular personalized products, make their own characteristics, so that they can not be replaced by large enterprises. ”

"For small enterprises, funds are limited, and it is impossible to invest a lot of money in the early stage like large enterprises, but the realistic strategy is to enter the market with low-end products, and enter the market to avoid direct competition with strong brands, but also to have a certain amount of consumption power. ”

"After the rapid expansion into the market, quickly upgrade the product, and gradually guide the resources to the mid-range products, at the same time, there should also be high-end products, used to establish an image, do not pursue the quantity, because the large amount needs a lot of money to support, obviously small enterprises can not do. ”

"Of course, there will also be a problem, always making low-end products, but not upgrading, not only will there be no profit to be made, but also may be killed by large enterprises. ”

"I said these are the general situation, different business goals are different, the strategy is different, business managers can be based on their own situation and conditions, funds, strength to analyze and make decisions, develop their own development route, do not necessarily have to do low-end products, if you have the strength, sufficient funds can also only do high-end or even ultra-high-end products, you face different competition. ”

"To do business needs managers to have great wisdom, market competition is cruel, the market has its own rules and laws of operation, survival of the fittest, it looks very cruel, but the advantage is that through a period of time, you can distinguish the winners and losers, eliminate those failed enterprises, leave well-managed enterprises, win the market, and win the recognition of consumers. ”

At the end of the interview with Song Chang, Xia Yuxiang said: "Okay, very happy, Mr. Song and we have discussed so much about how to develop wine in domestic enterprises, Mr. Song is knowledgeable and experienced, and you are really enjoyable to discuss, I believe that the audience and friends in front of the TV have also known and understood the wine industry, thank you Mr. Song Chang!"

"Head Xia, you're welcome, goodbye!"