Throughout today's knowledge-based economy society, there has been an upsurge of commenting on "cultural wine" and exploring "wine culture" in China wine industry. It should be said that with the development and progress of social civilization, this phenomenon is not only normal, but also conducive to the promotion and marketing of national wine.
Since ancient times, selling and drinking wine has been the law. But nowadays, brilliant marketers will never stop there, but give full play to their intelligence, be targeted, and do everything possible to create an offensive of cultural wine advertising and wine culture news hype. The strategies and means adopted are: give full play to the topic, from here to there, bend over and strive for extension,
The development of China wine industry has gone through five stages, namely, workshop wine, industrial wine, advertising wine, brand wine and cultural wine. The concept of "wine culture" was first put forward by Professor Yu, a famous economist in China. Conceptually, wine culture can be divided into broad sense and narrow sense. Wine culture in a broad sense is rich in content and self-contained, including wine-making technology, craft level, legal system, wine customs and wine rituals, various drinking utensils, and wine-related poems and songs created by scholars for thousands of years. Wine culture in a narrow sense is the wine culture in the eyes of ordinary consumers, which refers to drinking etiquette, customs, anecdotes and so on. The narrow sense of wine culture is mainly about words and deeds, lacking rational guidance.
"Culture dominates liquor consumption." This statement is like a stone stirring up a thousand waves! The publication of Yuan Renguo, the general manager of Maotai, "Welcome the Spring in the Age of Cultural Wine" is more like announcing that the wine market in China will enter the competition of wine culture. Since then, various wine companies have launched wine culture marketing activities.
"Wine culture marketing" means that wine enterprises try their best to find sufficient theoretical basis, carry out cultural packaging and publicity on products, endow products with cultural personality, make consumers know and recognize products, and generate purchasing desire, so as to achieve the purpose of selling their products and increasing sales. In other words, recommending products to consumers is a new marketing strategy. It can be said that wine culture marketing is a high-level and high-level marketing and an important part of the marketing system. Of course, wine culture marketing has its own development law, in which creating a strong "culture-emotion" atmosphere among consumers is the basis of wine culture marketing. The creation and publicity of wine culture has become an important task of wine culture marketing.
What about the "cultural wine" that has been "baptized" by culture? We say that "cultural wine" should not only meet the material needs of consumers, but also fully meet the spiritual needs, aesthetic needs and cultural psychological needs of consumers in product naming, taste review, packaging and decoration, advertising and promotion. The timely introduction of "cultural wine" is undoubtedly a reflection on the "short-lived" phenomenon of quick success and instant benefit. It is a brand-new tactic to seek rapid development in modern international and domestic marketing strategies, and it is also an elegant expression of savvy businessmen's knowledge.
Wine is a traditional product in China. The history of China wine can be traced back to ancient times. Among them, the records of Zhou Wang's "taking wine as a pool, hanging meat as a forest" and "drinking at night" in Historical Records Yin Benji, and the poem "Get rice in October, make spring wine for it, and live a long life with eyebrows" in poetry all show that wine has risen in China for 5,000 years. Therefore, wine culture is also a symbol of China traditional culture.
Maotai Group, a model of Chinese wine culture marketing, won the market in the process of wine culture marketing. Its development orientation is to "do a good job in wine articles and get out of the world of wine". Some people say that cultural wine is a concept tailored for Maotai. However, the era of cultural wine is not waiting, but made. The process of implementing cultural wine strategy is the process of marketing wine culture. In the era of workshop wine, Maotai stood out with its excellent culture. In the era of industrial wine, Maotai was designated as the national wine; In the era of advertising wine, because Chen Sean of Maotai was just "the tiger fell to Pingyang and was bullied by dogs"; When the era of brand wine came, Maotai suffered from the difficulty of embarking on the road of brand output of large-scale expansion, and it was devastated; With the concentration of the market to well-known brands, Maotai finally started a brand-new era-cultural wine era with its profound cultural heritage.
"Why worry? Only Du Kang. " As far away as the Three Kingdoms, the politician, strategist and poet Cao expressed this sigh in the poem "A Short Song", which made Du Kang's name famous in Changhong and passed down from generation to generation. Counting, Du Kang has a history of more than 5,000 years, and its popularity is a household name. According to historical records, Du Kang was herding sheep in an empty mulberry stream. "The leftover porridge was abandoned in the mulberry, with a fragrant smell, but there was a strange smell. Du Kang tasted sweet, so he got the secret of brewing. " From then on, he began to make wine. Du Kang was named "Brewmaster" by Zhou Pingwang, Dukang wine was named "Palace Wine", and the place where Du Kang made wine was named "Dukang Xianzhuang". In his poems, in addition to Cao Cao's exclamation of Du Kang, there is also the lofty sentiments of Du Fu, a poet saint in the Tang Dynasty, that Du Fu worked hard and asked for nothing. Shao Yong, a Neo-Confucianist in the Song Dynasty, sang the eternal swan song "Drink Dukang wine all your life, get drunk and become a pottery", and so on. Countless people praised Dukang wine in the form of poetry, painting and calligraphy in the past dynasties. All these have enriched the connotation of Dukang wine culture, formed the historical continuity of "the ancestor of fine wine, passed down from generation to generation in Du Kang", and become a world-recognized historical and cultural famous wine in China.
The cultural reputation of Dukang wine depends not only on the inherent quality of the wine itself, but also on the praise and publicity of cultural celebrities, including political tycoons, at all times and at all times. In a sense, Du Kang, as a famous historical and cultural wine, is the result of continuous evaluation, appreciation, admiration and praise of this wine, with cultural celebrities of past dynasties as the mainstream, including emperors and generals. It can be said that cultural wine must be a wine that has been baptized and combed by culture. Because there is wine before wine culture, wine culture breeds cultural wine, and the maturity of cultural wine in turn promotes the continuous development of wine culture, so there is a dialectical and unified relationship between them.
From a brief analysis of the causes of Du Kang, a famous historical and cultural wine, it is not difficult to infer that wine culture is closely related to various "articles" written by cultural people on a particular wine. From ancient times to the present, there are numerous "articles" related to wine. From China's earliest collection of poems "The Book of Songs", I smelled a strong bouquet of wine. As long as there are more literati who drink, many famous "drinkers" will emerge. In Du Fu's Song of Drinking Eight Immortals, there are famous "drinkers" such as Li Bai, He and Zhang Xu. Of course, Du Fu called them "immortals" and Li Bai also called himself "immortals in wine", leaving many famous works and classic sentences related to wine. For example, his "Reminiscence is like sending a visit to the county to join the army", "Golden wall buys songs and laughs, and a drunken moon is lighter than a vassal"; There is also the popular "Boil a sheep, kill a cow, keep an appetite, let me, 300 bowls, a long drink!" In Into the Wine, and so on. "The drunkard's sake is not wine, but also between mountains and rivers. The joy of mountains and rivers, the place where the heart is, and the place where the wine is. " Ouyang Xiu, a writer and historian in the Northern Song Dynasty, wrote the famous Preface to Drunk Pavilion, which is thought-provoking.
Not only poetry, but also the "prose" of this wine is vivid, which is the inheritance and development of China's traditional painting and calligraphy, a unique art form of China culture. There are countless masterpieces of calligraphy and painting that have spread around the world. Needless to say, there are also many rumors about "wine fate" related to these celebrities. For example, Wu Daozi, a painter in Wu Xingfeng, must be drunk before painting. It is said that he paints when he is drunk. Huang in Yuan Sijia is also "not drunk and not painting". Everyone knows that Zheng Banqiao's calligraphy and painting are hard to get, but if you treat each other with wine and seek painting in his drunkenness, you will get what you want. Zhang Xu, the sage of grass, wrote "Every drunkenness calls for madness, and you write", so he wrote "four ancient poems". Huai Su, a drunken monk, splashed ink when he was drunk, leaving a "self-narrative post", which surprised him as a ghost. This post is covered with weeds, and the pen is in the middle, such as a cone-shaped sand table, which is vertical and horizontal, and everything goes with the flow; Echo up and down, like a storm. It is not difficult to imagine that when doing exercises in those years, our hearts and hands knew each other, and we were full of pride and consistency. Wang Xizhi, a "book saint", wrote the Preface to the Lanting Pavilion when he was drunk, which was "charming and strong, unparalleled", but when he woke up, "he wrote dozens of books, but he couldn't reach it."
Speaking of this wine culture, it has a long history. Its names and patterns are indeed numerous. For example, there are many nicknames for Shaoxing wine, such as flower wine, celebrity, yellow wine, Shaoxing, green ant, rich water, yellow soup and things in the cup. In ancient times, the wine list was varied and varied. Alcoholism is a colorful game, which has been passed down since ancient times. In addition to helping people to drink happily and make the atmosphere harmonious, Liquor Order is also one of the ways of etiquette education in ancient times, which prevailed in various dynasties and took various forms.
During the Spring and Autumn Period and the Warring States Period, the most popular form was "throwing pots". Because it has the most feudal ethical significance, it has been followed for the longest time. In the Book of Rites, the special chapter on throwing pots is written carefully. Han Danchun, a celebrity of the Three Kingdoms, wrote the most wonderful description in "Fu of Throwing Pots": "There is an endless supply of rabbit hair and falcon hair, and the pot should be smooth", which is enough to glimpse the grand occasion at that time. Wei-Jin period was a form of drinking order advocating "flowing water". At that time, the literati followed the ancient customs, drinking and having fun all day long, indulging in landscapes, indifferent to Laozi and Zhuangzi, wandering in calligraphy, and making a move of "flowing". This elegant wine sequence of Chun Xue is really extraordinary. The most famous one was1the Lanting Restoration Conference held in Diyong, Jin Mu on March 3rd, 999. Wang Xizhi, a great calligrapher, a famous contemporary figure 4 1, will send away his sadness, express his robes and collect poems in Lanting, Huiji Mountain. Wang Xizhi was fascinated by Youlong, and wrote the preface to the Lanting Collection, a famous work throughout the ages. In the Northern and Southern Dynasties, in addition to "flowing water", "poetry should be harmonious" evolved from it was more loved by scholars. "People in the Tang Dynasty must drink in order to be happy." When playing wine in the Tang Dynasty, "hidden hook" and "shooting cover" prevailed. "Hide the hook" is also called "send the hook", which is simple and easy to do, like "guess whether there is one" now; "Shooting the cover", also called "dividing Cao", is to secretly cover something under the vessel and let the other party guess. Li Shangyin, a poet in the Tang Dynasty, was very good at this. He wrote in his poem: "When it warms me through the wine of spring, I will remind you how to bet, where we roll dice in groups under the crimson lamp." The popular wine order in Ming and Qing Dynasties should be "Twisting Wine Order", that is, tumbler, which Guangdong people call "Wine Order Doll". This kind of wine order can be divided into elegant order, general order and preparation order according to its form. Elegant order refers to the order of drinking by literati, which is simple and elegant, and mostly takes the poet's "intelligence contest" as the content. Generally, ordering food is the wine that everyone likes to order. For example, you don't have to use your head to roll dice and punch. Speaking of "delivering parcels", it is one of the more elegant forms in general orders. As for upgrading, it is a wine grade that appeals to both refined and popular tastes. It was named because it was put forward from the barrel.
In addition to spreading wine and wine culture through poetry and drinking orders, there is a more direct form of publicity, namely "wine flag", also known as wine hope, wine curtain, green flag and brocade. "Everything goes wrong" records that "there were wine sellers in the Song Dynasty ... the flag was held high". The flag here is the wine flag. Later generations said: "The wine market has a flag, which was first seen here." Therefore, as early as more than 2,000 years ago, people in China knew to use wine flags as a special advertising form to spread commodity information. The ancient wine flag also plays an important role, that is, its rise and fall indicates whether there is wine in the store; Business or not. Of course, with the development of society today, the scenery of "water town, mountain country and wine flag wind" has been lost, replaced by various signboards, billboards, light boxes, neon lights, electronic display screens and other new advertising facilities with the characteristics of the times.
When it comes to wine culture, we can't ignore its function. In short, its function is that a specific wine culture reflects a specific wine brand. The richer, more comprehensive and deeper the content, the more famous, perfect and authentic the brand of this cultural wine will be, and the higher its value will be. After browsing the case studies of China's top ten famous cultural brands and some news media reports on the specific contents of Chinese wine cultural materials, the article "It is culture that determines the consumption of wine" written by Yuan, president of LU ZHOU LAO JIAO CO.,LTD Co., Ltd. is the most touching. This paper puts forward the concepts of "wine war is a cultural war", "wine culture originated in artistic marketing" and the consumption proposition of "healthy age". By introducing the operation of "Guojiao Liquor", it is clearly proved that LU ZHOU LAO JIAO CO.,LTD Co., Ltd. is not only brewing, but also brewing culture, science and history! The "Liquor: Who is the cultural" Terminator "written by the radar reporter of Sugar and Liquor Newspaper has led the discussion of Chinese wine culture to a deeper level.
If the essence of wine is wine itself, then the essence of cultural wine should be the combination of material civilization and spiritual civilization with sufficient culture as the premise, background and support, even as a "matchmaker" and a "bride". In my opinion, if even the critical literati can't see and touch the wine with obvious cultural participation and support, then even if the word "culture" is golden, it can't be called cultural wine. So wine culture is the soul of cultural wine. We know that being called "soul" has great unpredictability. So what is the real wine culture? It is really necessary. For example, what are the main contents and manifestations of wine culture? What are the main ingredients? What are the specific functions of these main components? And so on, all related issues are worthy of careful analysis and study.
Some people say that wine culture is a taste. The taste includes the flavor orientation, packaging and decoration, marketing strategy, cultural communication function, high quality and good price, and high quality. The author thinks that this statement has some truth, but it fails to grasp its outline, which is by no means a fragmented and impeccable accurate conclusion. If wine culture is a kind of taste, can any kind of wine with a little taste be said to have wine culture? This statement is obviously unconvincing.
When it comes to cultural wine with cultural personality and taste, people often think of many cultural wine brands at present. The slogan "Confucian family wine makes people homesick" has aroused many people's hearts, and its cultural shock is also reflected. Of course, some people say that good men are ambitious in all directions. If he is always homesick, it is hard to forget the pots and pans at home. Isn't it a gentleman's bearing to take the world as his own responsibility? It's better to change it to "Confucius family wine, which makes people rich"! We don't comment on whether these two ideas are right or wrong. In fact, it is successful for merchants to put forward a viewpoint that can cause widespread debate, because it brings intangible advertising effect. Of course, it is best to make a well-known advertisement. For example, "drinking Confucius' banquet wine and writing articles for the world" is a widely read advertising quip. As soon as this statement came out, many brands of wine in the world really began to make a fuss!
Daoguang 25 liquor is the one with the shortest time and the least seniority among the top ten series of liquor brands. As we all know, Lingchuan liquor, the predecessor of this wine, has many qualifications. Commander-in-Chief Zhu De wrote an inscription on 1954: "Maotai in the south and Lingchuan in the north". 1June, 1996, when the old factory was relocated, Lingchuan accidentally unearthed the Simu wine sea (ancient wine vessel) which was a tribute to the wine in the fourth year of Qing Daoguang (A.D. 1845), and contained about four tons of original wine. It was identified as a rare national treasure by experts, so it was named "Daoguang 25". Vice President Wang Guangying praised: "French has Louis XIII and China has Daoguang 25". Because it is "the liquor that has been discovered for the longest time", it was awarded a certificate by Guinness Headquarters in London, England in July 1998, and "Daoguang 25" was recorded in the Guinness Book of Records. Daoguang 25 Liquor has the origin of such a rich historical and cultural brand. In addition, the name is very skillful and the hot articles are well done. As soon as it went public, it was surprisingly hot. It seems that this article is really different from not doing it!
This is a miracle created by the article, and it is also the best interpretation of the dialectical unity relationship between cultural wine and wine culture.
Culture is a very broad field, and the infiltration of wine culture into it will inevitably present a more colorful scene with the development of social economy and culture.
After China's entry into WTO, China liquor enterprises are facing brand-new international and domestic markets. Its marketing model, marketing network and marketing management will all undergo major changes. This requires China liquor enterprises to have a clear understanding, face the challenges of WTO, constantly enhance their sense of innovation, and manage new markets with new ideas and new means.
After joining WTO, with the entry of powerful foreign competitors, the competitiveness of domestic liquor enterprises will also face a more severe test. China liquor enterprises, which have been groping in the market for many years, have improved their competitiveness and management level, but compared with their foreign counterparts, they are still weak in marketing means, financial strength and production technology. How to make up for these deficiencies is an important problem to be solved urgently by domestic wine enterprises.
Wu Jinglian, a famous economist, pointed out that after China's entry into WTO, opportunities are potential and challenges are realistic. Then, after China's entry into WTO, China liquor enterprises have stepped onto the big stage of the world economy, and merged into a big market with national industries, economies and cultures of all countries in the world, competing with each other and developing together. Maybe we are still at a disadvantage in some aspects, but our opportunities are equal. In addition, we have a profound China culture as a strong backing. I believe that China's cultural wine and wine culture will certainly show intoxicating elegance.