真年份,是营销造势还是纯属炒作?丨观察

http://jnluxu.com/  2021/5/2 7:08:43

  NIANFENJIUSHICHANGYUELAIYUERENAOLE。

  SHISHISHANG,CONGHENZAODESHIHOUKAISHI,NIANFENJIUJIUCHENGWEIXINGYETANTAODEHUATI,JINLIANGNIANYOUYU“ZHENSHINIANFEN”GAINIANDETICHU,RANGNIANFENJIUZAICIHUIGUIWUTAI,CHENGWEIGUANZHUDEJIAODIAN。

  SUIRANYEJIEDUI“ZHENNIANFEN”DEPINGJIABAOBIANBUYI,DANRENGBUNENGZUDANGQIFAZHANSHITOU。

  WUYONGZHIYI,NIANFENJIUDEREDUHAIHUICHIXU,DANREDUBEIHOUDELUOJISHISHENME?NIANFENJIURECHAOYOUNENGCHIXUDUOJIU?FALINIANFENJIU,YOUHUIKAOYANQIYEDENAXIENENGLI?

  GUANYUNIANFENJIUDEZHENGYICONGWEIDUANGUO,JINNIANLAIJIAMA“ZHENNIANFEN”SHICHANGDEQIYEGENGBIBIJIESHI,ERZHONG GUO JIUYEXIEHUICHUTAIDE《BAIJIUNIANFENJIUTUANTIBIAOZHUN》,GENGSHIRANG“ZHENNIANFEN”DEGAINIANDAODAYIGEQIANSUOWEIYOUDEXINGAODU。

  ZHEIQIZHONGTANJIU、GUIZHOUCHUNDENGZAI“ZHENNIANFEN”SHANGDETOURUYOUMUGONGDU,BINGYI“ZHENNIANFEN”GAINIANDAZAOQUANXINCHANPINZHENYINGYUYENEIPINFANFASHENG,JIAKUAILE“ZHENNIANFEN”GAINIANBEIDAZHONGSHUZHIDESUDU。CIWAI,GUOTAI、JINSHADENGPINPAIYEXIANGJITUICHULE“ZHENNIANFEN”CHANPIN。

  YOUGUANDIANRENWEI,NIANFENJIUBUSHIRECHAO,ERSHIYIZHONGQUSHI,YINWEINIANFENJIUSUIZHEZHENGGEGAOPINZHISHENGHUOHELAOJIUREDENGDENG,TAYIJINGCHENGWEIYIZHONGQUSHI,WEILAINIANFENJIUDEGUIFANHUAYESHIQUSHI,NIANFENJIUGUIFANHEXINGCHENGREDIANYIJINGCHENGWEIYIGEBIRAN。

  JIUJINGSHISHENMEYUANYIN,RANGYUELAIYUEDUOQIYEDACHU“ZHENNIANFEN”GAINIAN?ZAIBEIJINGZHUOPENGZHANLVEZIXUNDONGSHIZHANGTIANZHUOPENGKANLAI:“ZHENSHINIANFENJIUREDIANBEIHOUYOUSIDATUILI,JIXIAOFEITUILI、JINGZHENGTUILI、LAOJIUTUILI、XINGYETUILI。”

  TIANZHUOPENGJINYIBUFENXI,XIAOFEIZHEDUIGENGGAONIANFEN、GENGHAOPINZHIDEXIAOFEIRENZHIYIJINGXINGCHENG,ERMUQIANJIEDUAN“ZHENNIANFEN”SHUYUZHENSHICUNZAIYUXIAOFEIZHEXINZHONGDEBENZHIXUQIU,BIJING“ZHENNIANFEN”XIANGDUIGENGXIQUE,ZHEIBEIHOUHAIYOULAOJIURECHAOZAIQUDONG,ZAIJIASHANGZHONG GUO JIUYEXIEHUIDUIZHENSHINIANFENRENZHENGTIXIDEBIAOZHUNHUA、CHENGXUHUADEGOUJIAN,DUI“ZHENNIANFEN”DETUIGUANGJIWEIYOULI。

  DUIYUJIUQIFENFENTUICHU“ZHENNIANFEN”,PINPAIGUANLIZHUANJIA、JIUDUZIXUNDONGSHIZHANGMAFEIZERENWEI,ZHEISHIQIYEYINGHESHICHANG、YINGHEXIAOFEIZHESHUNSHIERWEIZHIJU,BIJINGSHICHANGQUESHIYOU“ZHENNIANFEN”DEXUQIU,TONGSHIQIYEYEYOUKAIFA“ZHENNIANFEN”DEXUQIU。

  “真年份”这股热潮能够持续多久?

  ZAIMAFEIKANLAI,JINJINIANNIANFENJIUQUESHIBIJIAOHUO,YECHENGWEILEJIUYEXUNSUFAZHANDEYIGELIANGDIAN。DANTAXIWANGNIANFENJIUYINGGAICUNFANG10NIANYISHANG,SHENZHIGENGZHANGSHIJIAN。

  DUICI,TIANZHUOPENGBIAOSHI,SUIZHERENMENDESHENGHUOSHUIPINGTIGAO,YIJIZHENGGECHANNENGJINYIBUFENGFU,HENDUOQIYEYEYUELAIYUEYOUTIAOJIANSHENGCHANZHEIZHONGGAOPINZHI、GAODUANDENIANFENJIU,SUOYINIANFENJIUCONGGAODUANZUOQI,CONGGAOPINZHIDECHANPINZUOQI,“ZHENNIANFEN”RECHAOHUICHIXUXIAQU、HUIYUELAIYUERE。

  在这种情况之下,真实年份也考验着酒企种种能力。

  MAFEIBIAOSHI,BIAOZHU“ZHENNIANFEN”SHIHEHEYIXIEJIANIANFENJIULAIDUIBIAODE,DANSHIBIAOZHU“ZHENNIANFEN”DEYEWEIBISHIYIDINGSHI“ZHENNIANFEN”,ZHEIXUYAOQIYEDEYUANJIU、JIJIUCHUBEINENGLIZUOBEISHU,BINGQIEYAOQIUQIYEYAOYOUZUO“ZHENNIANFEN”DEDINGLI。

  WEIJINGHUA“ZHENNIANFEN”YINGSHANGHUANJING,MAFEITIYI,XIANGGUANGUANLIBUMENYINGJIADAXUJIAXUANCHUANHELIUTONGLINGYUDEGUANLI,XIEHUIYINGJIAQIANGSHULIGUIFANGONGZUO,QIYEYEYAOJIAQIANGZILV,YIPINZHIWEIFAZHANDEZHANGJIUZHIJI。

  “‘ZHENNIANFEN’KAOYANQIYECHUCUN、JIANSHOU、CHENGXINSANDANENGLI。”TIANZHUOPENGGAOSUJIUYEJIA,ZHENSHINIANFENDEBEIHOUSHIZIJINSHILI,MEIYOUZIJINSHILI,JIUHENNANTANDAOCHUCUN,RUGUOMEIYOULAOJIUDECHUCUNHECHUBEI,ZUOZHENSHINIANFENSHIYIZHIKONGTAN,“QIZHONGCHUCUNNENGLISHIXIANJUETIAOJIAN,BEIHOUSHIZIBENDEJINGZHENG。”

  TIANZHUOPENGJINYIBUBIAOSHI,“ZHENNIANFEN”YAOZUOSHIJIANDEPENGYOU,MIANDUIXUQIUDEBAOFA,ZAISHENGCHANZHOUQIHECHUCUNZHOUQIDENGFANGMIANDEJIANGXINJINGSHENDEJIANSHOU,DUIJIUQILAISHUOYESHIYIZHONGKAOYAN。

  ZHIYUCHENGXINNENGLI,TIANZHUOPENGRENWEI,ZHEIZHUYAOKAOQIYEDEZILVHEXINGYEDEJIANDUJIANGUAN:“XIANZAI“ZHENNIANFEN”HAIMEIYOUDADAOKEXUEDEJIANCEHETONGYIDEBIAOZHUN,GENGZHUYAODESHIKAOQIYEZILV,TEBIESHILONGTOUQIYEZILV,CAINENGRANGZHENGGESHICHANGCHIXUFAZHAN。”

  YOUCIBUNANKANCHU,SUIRAN“ZHENNIANFEN”YOUSHICHANGKONGJIAN,DANDUIQIYEHEXINGYELAISHUODOUSHIYIZHONGKAOYAN,ZHONGYAODEYIDIANSHIJIANSHOUPINZHICAINENGZOUDEGENGYUAN。DUICI,NINYOUNAXIEGUANDIANHEJIANYI,HUANYINGZAIXIAFANGLIUYAN。(WENZHANGLAIYUAN:JIUYEJIA WENSHUJIUYEJIA SHENPEI BIANJISHULIUBIN)

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