On the afternoon of February 25th, the 25th Portuguese Forum with the theme of "Changing Trend of Wine Market under Community Mode" was held in China Wine Coffee Group. Dong Shuguo, an observer and critic of wine industry and founder of Portuguese Forum, served as the chairman of this forum and delivered a keynote speech entitled "No Community, No Marketing". Wang Dehui, co-founder of Portuguese Forum and general manager of Zhide Wine Consulting, presided over the forum. Liu Chunxiong, an associate professor of Zhengzhou University and a famous wine marketing expert, Wu Xinliang, a partner of Forty-nine Square and founder of Forty-nine Wine, Zhai Shan, founder of Hualong Wine Industry and chairman of wine direct supply chain company, and Wu Xianguo, a senior reporter and president of Huaxia Wine Newspaper, respectively expounded their views around the theme. More than 300 big coffees from China wine industry witnessed the forum. "As a craze in the marketing market, community marketing has almost reached the point of' no community, no marketing'." Dong Shuguo, a wine industry observer, critic and founder of Portuguese Forum, proposed in the keynote speech "Without Community, There is No Marketing" that when you check out, the merchants will ask you "Are you a member"? Member economy is community economy, and community interests (value) are the core of community operation and marketing, and interests (value) are the main link connecting each individual and community. Dong Shuguo believes: "In the future, the competition between enterprises and brands will inevitably fall on the scale of the community." Dong Shuguo also pointed out that the community is a platform. When the community reaches a certain scale and the operation is stable, it will also be broken down into several sub-communities and operated and managed separately on a unified platform. The so-called dealer conference, member conference, club, friends circle gathering, fan meeting, live broadcast and so on. Is a representative of all forms of community. Therefore, whether online or offline, the current marketing is inseparable from the community. Wang Dehui, co-founder of Portuguese Forum and general manager of Zhide Wine Consulting Company, believes that community marketing has become one of the mainstream marketing models. Especially in the era of consumer sovereignty, it is more important. Community marketing is structured and systematic, which requires us to have a deeper understanding of community marketing. Subsequently, in more than three hours, four guests analyzed the characteristics of community marketing and the new way of alcohol community marketing, giving new ideas and reference to alcohol practitioners. "Marginal people cut leeks, community businesses become community-based, strengthen ties, and transfer relationships without leaving marketing traces" is the triple realm of community marketing summarized by Liu Chunxiong, an associate professor at Zhengzhou University and a famous liquor marketing expert. In the keynote speech of "Triple Realm of Community Marketing", Liu Chunxiong focused on the analysis of the third realm of community marketing-marketing that moistens things quietly and walks through the snow without trace. There are three key words in the third realm: KOC, scene experience and cloud store, that is, "KOC is the core object of community marketing, scene experience is the landing measure, and cloud store is the trading platform and a complete customer group marketing system." Liu Chunxiong pointed out that in community marketing, people are channels, and it is necessary to develop KOC with "strong relationship (many acquaintances), love early adopters, love sharing (enthusiastic communication) and professionalism" to form a strong offline relationship; Through the scene experience, KOC can be persuaded to do "relationship transfer", that is, let others take advantage of his strong relationship; If the KOC community wants to calm things down, Yundian will; Is the best trading platform. Yundian is not a micro mall, but a chain micro mall. Liu Chunxiong concluded: "Offline cognition, community push and cloud store ordering are a set of marketing systems, and the community is only one of them, which is a link with less obvious commercial traces." As a cutting-edge Internet company featuring "crowdfunding, community building and ecological layout", Forty-nine parties not only have maotai-flavor wine, imported wine and other categories, but also daily necessities such as rice, flour, grain and oil. Forty-nine parties are "new" in the community game of liquor marketing. Wu Xinliang, the partner of Shi Si Jiufang and the founder of Jiu Si Wine, pointed out that the consumers of wine are younger than the mainstream consumers of Maotai-flavor wine, and a novel way is needed to attract young people, drain products and brands, and establish a strong link between brands and young people. "We cooperate with some flying clubs for brewery tours, skydiving and scuba diving. Through some novel communities, let more young people and middle-aged people participate in the project to share and exchange, and let everyone become friends and bosom friends in communication and play. We can shorten the distance between people in the shortest way, increase the frequency of social interaction and increase the quality of entertainment. " Whether it's the Jianghu gameplay of Maotai-flavor wine or the aristocratic gameplay of wine, Sishijiu Square aims to empower brand promotion and marketing through strong experience, new gameplay and new mode of community link. As an industry veteran who has been in the wine industry for 3 1 year, Zhai Shan, founder of Hualong Wine Industry and chairman of wine direct supply chain company, delivered a keynote speech entitled "Membership Strategy of Wine Chain Monopoly". Zhai Shan put forward "three changes in consumption": First, consumer demand is diversified, young and personalized, member management needs to be fragmented, and multi-service windows should be opened to meet the needs of members; Second, member management should be traditional and meet the needs of members with online and offline thinking; Third, the consumer groups of members have changed significantly. The consumer group after 60~80 is not the strong main group of wine consumption at present, and the purchasing power after 80~00 is rising strongly. The consumption space of this group is basically online and in the cloud. The characteristics of purchase are fashion, personalization and low sensitivity to price. Manufacturers should adopt new strategies to deal with the consumption of new groups. In the new era, Zhai Shan also put forward three consciousnesses of "brand awareness, professional awareness and cultural awareness", pointing out: "The future will be the world of brand wine, and national brands and regional brands will complement each other; Wine consumption should be dominated by professional knowledge, and only when the profession can cultivate the brand can the profession have a market position. To realize the spread of wine brands, culture is the core element, especially for young people, who need cultural empowerment and direct access to wine to make life better. " "As a media veteran who has been based on the industry for 30 years, I want to talk about the changes in wine market communication from the perspective of media observation." Wu Xianguo, a senior journalist and president of Huaxia Wine News, said at the beginning of his speech entitled "Changing Trend of Alcohol Market in Community Mode": "At present, people spend more and more time on short video platforms such as WeChat group and Tik Tok, and community communication has become very common and popular. Especially affected by the epidemic, selling goods online once became a lifeline for many businesses. " As for the new consumption mode of liquor, live broadcast with goods, Wu Xianguo suggested that although the current live broadcast of liquor still takes product announcement as its main function, and live broadcast is not the main channel for liquor sales, with the rise of the main consumer groups after 1980s and the change of consumers' buying habits, live broadcast of liquor will go to network celebrities with professional knowledge reserves to explain and realize new gameplay such as offline and online linkage value experience for accurate users. "Pay attention to the offline consumption scene of wine," Wu Xianguo also proposed. "With the popularity of wine consumption in the future, the self-drinking market is definitely a potential stock that cannot be ignored."