Consumers are the dominant force in the era of wine experience

[HC360|Food Industry] We must acknowledge the fact that consumers have begun to fully influence the decisions of enterprises, and companies have been unable to create value independently.

We have entered the era of experience economy. In this era, what is sold is a selling experience. All experiences come from relationships between people. The Internet subverts the communication channels and methods of people, but the nature of the customer experience has not changed.

The wine market cannot be dominated by companies, but mainly consumers. The “seller’s era” led by the enterprise is enough to make the product perfect; but the “buyer era” led by the customer not only needs to do a good job, but also to do a good consumer experience.

It can be said that “there will be no consumption without customer experience.” Consumers will be exposed to a large amount of information, including homogeneous products, similar selling points, and even similar word of mouth. Therefore, only by personal experience can we really trigger consumer inspiration.

Wine is a very personal product, and consumers are not easy to tell the difference between each product. In this case, the consumer experience is even more important.

Wine is a model for the whole industry chain marketing, such as the winery economy, from the beginning of grape seed cultivation to consumer experience marketing, to the product entrance. This is more advantageous than many commodities.

The eight major wineries designed by Lanyu Culture for Yantai Changyu are to make the consumer experience marketing model the best in China. Take Zhang Yuruina Castle Chateau as an example of the national industrial tourism innovation development on November 28, 2016. At the conference, 22 cities, enterprises and institutions including Shaanxi Zhangyuruina Castle Winery were selected as the first batch of national industrial tourism innovation units.

Someone will definitely ask what is the relationship between industrial tourism and the consumer experience? Don't worry about looking down:

Industrial tourism refers to tourism activities with industrial production processes, factory styles, and workers' labor and life scenes as the main attractions. It has been developed in developed countries in Europe and America, and it has been a thing in recent decades. It has become a popular tourist. A favorite new tourist form.

Rena Castle is a blend of Italian Tuscan style by Lanyu Culture Development Co., Ltd., built by a hundred years of Zhang Yu and the famous Italian wine-making family, the Rena family. It is a collection of wine growing, wine production, sightseeing, wine sales, catering, conferences. A comprehensive wine-themed manor with multi-functionality, entertainment and more. The biggest advantage of industrial tourism is the sense of presence and participation, which can satisfy people's curiosity and curiosity to the utmost extent.

In order to highlight the characteristics of industrial tourism, the winery is based on wine culture, with corporate culture as the core, and persisting in creative and innovative ways, not only to show the secrets hidden in the wine cellar, but also to Changyu Group for a hundred years. The winemaking culture is passed down.

What experience projects have we designed for the Chateau Changyu Reina? Come and continue to see:

Cultural Collision: The Royal Vineyards of the Tang Dynasty and the Italian Castle

From Xianyang International Airport, follow the airport expressway for 5 km, and a large lush vineyard leaps into view. Bypassing the vineyards, a quaint and beautiful castle-style winery appears in front of you.

The winery is named after the winery technology partner, the Italian Rena family, whose earliest winemaking record dates back to the Renaissance in 1525. The family descendant, Augustus Rena, personally served as the chief winemaker of the winery. He said that the cooperation between the two sides is a cultural exchange and dialogue between China and Italy. Such cultural exchanges have lasted for more than 2,000 years on the Silk Road connecting China's Xi'an and Rome, Italy.

The land at the foot of the winery has a glorious history and was once the seat of the royal vineyard of Emperor Taizong Li Shimin. "Zhao Jun is more into a glass of wine, and there is no reason for the West to go out." According to experts, the wine in this Tang poetry is the Yucheng wine.

When standing in front of the winery's gates, the classical Italian Tuscan architecture instantly brought people to the old medieval Europe. Milky white ivory chalk, red clay roof tiles, bright yellow wall coating, against the golden sun, exudes a medieval classical romance.

It has just passed through the endless vineyards, and has not been stunned by the gods. It is surrounded by these exquisite and chronological classical buildings and sculptures, as if unconsciously in a paradise. The jumping fountain, the exquisite wall decoration, and the bright black wrought iron are the fine details that can be seen everywhere in the Chateau, creating a romantic atmosphere full of Renaissance art.

Strolling through the vineyard's grape promenade, the vines are covered with ivory pillars. The sun is filled with warmth and happiness, nature and tranquility. The eyes are refreshing and green, and there are endless possibilities in the distance. Leading to a remote and unknown place, bringing people back to the renaissance of Tuscany. Indulge in the unique European style and enjoy the fun of life while experiencing the wine culture.

Wine Theme Museum: Fantasy Drifting for Adults

As a manor built according to the national 4A-level tourist scenic spot, Zhang Yuruina Castle Winery not only has beautiful natural scenery, exquisite and simple castle architecture, rich and elegant artistic atmosphere, but also integrates history, culture and high technology. Wine theme museum.

The most thrilling place in the museum is the “dark ride wine cellar adventure” that has been spent heavily. This wine cellar adventure project invites the famous Universal Studios of America and the Disney Creative Production Team to create, especially the Canadian music composer Dave Wallace, who has won the Dora Mevomoor sound design and composition award, and the American sound effects. Engineer Don Lewis, who created countless beautiful music and sound effects for Disneyland around the world.

These top-notch audio-visual experts combine high-tech audio, thunder, electricity, rain and other audio-visual new media means, leading tourists to take a 5D motion car and start a journey of wine cellar adventures - immersive experience in the Bohai Sea Binyantai, when Zhangyu Company made the best wines in China, it took 11 years of hard work to build a large wine cellar. After the exciting journey, the warm and hazy sunshine sprinkled on the body, which made people feel like the world. .

As for the audio-visual effects, the 4D cinemas with great sensory impact are not too much. On the giant ring screen, an epic story about the self-improvement of Chinese brewers is like a giant scroll, which seems to bring people back to the turbulent years of the late 19th century, following the footsteps of Zhang Yuren's self-improvement, witnessing the centuries-old Chinese wine industry. The history of development has returned to modern times, and the wineries in the major producing areas have enjoyed the beautiful scenery of all places, and it seems that they have passed through 100 years of time and space.

Going out of the 4D theater and moving forward, the profound winemaking knowledge of the wine is like a shell on the beach. It is a dazzling one. The tourists suddenly enter the fairy tale world like a child, and enjoy the magical world of wine culture knowledge. .

In these wine sciences, high-tech means are used to the fullest, and all kinds of somatosensory interactive games will integrate the relaxed and happy atmosphere into every aspect of wine knowledge teaching. “The magic of transformation” will display the grape fermentation through the microscope and a series of microbiological experiments to the audience, let people understand the magical magic of nature's creation; “the secret of the tongue” will vividly display the distribution of the taste bud on the tongue, let you At first glance, the mystery of wine tasting is seen; the “happy nose” displays more than 50 different wines through the imported wine nose, so that everyone can further understand the aroma of the wine; “the color of the wine” teaches people to judge the wine through the color of the wine. age.

In the curtain theater, staged the world's first wine ring film "Brewing Legend", making the fermentation process in the wine tank more vivid, surrounded by a circular screen, all microscopic changes in the wine generation inside the wine tank For the beautiful image, everyone turned into a small molecule in the wine can, witnessing the magical process of fermenting the wine into a wine in the can.

Asia's largest underground wine cellar: the ultimate skill in "changing barrels"

Every bottle of high-quality wine has been brewed through the whole process of de-stalking, crushing, pressing and fermenting. When visiting the production hall of Zhang Yuruina Castle Winery, it can clearly present this in front of the tourists. Let you witness the magical journey of the grape into a syrup.

But to explore the secrets of winemaking, it is still in the underground cellars of the winery. After picking up the stairs from the door, after a twist of twists and turns, the eyes suddenly opened up, and a moist and fresh air like the sea breeze came. With an area of ​​15,800 square meters, it is currently the largest underground cellar in Asia.

The first thing that comes to mind is the row of oak barrels. According to reports, there are a total of 15,000 storage oak barrels. There are more than 20 types of oak barrels from different regions, different textures and different degrees of baking. The cost of oak barrels alone is as high as 100 million yuan. This Asia's largest wine cellar is truly well-deserved.

Generally speaking, there are only two or three oak barrels in each winery in Europe. Why do wineries use such a variety of oak barrels? Mr. Rena said, “We are willing to pay for the cost of wine cellar space design and oak barrel purchase. In order to give full play to the winery's unique 'changing barrels' technology, to create a more perfect high-quality wine."

The interpretation of the “changing the barrels” process is a repertoire of the winery. Visitors need to recognize the different types of oak barrel codes and the arrangement of the barrels. But the real secret lies in the winemaker's experience and sensory judgment. They will decide the combination of oak barrels according to the characteristics of the grape raw materials and the original wine. By tasting the state of the wine, decide what time to change the barrel... will be aged every one The details are perfect. Mr. Rena said, "We are more like the conductor of the symphony orchestra, producing different musical scores according to each year and playing a harmonious movement.

Wine-themed restaurant: wine and food on the tip of the tongue

When you come to the wine-themed restaurant, you can't miss the finest wines. When I picked up the wine glass, I felt the unique blackcurrant taste began to linger in the nose when I tasted the red wine of Zhang Yuruina Castle Chateau. Then the entrance was fragrant and tasted the thick fruit on the tongue. I only felt fragrant and fragrant. The wine is mellow and harmonious, as if it is a harmonious movement, complex, balanced and without layering.

Since coming to the Tuscan-style Chateau Changyu Reina, the Italian Tuscan cuisine is not to be missed. Tuscan cuisine has a history of thousands of years, and the ingenuity of the dishes is not too much. The finest Chinese and Western dishes prepared by the top chefs complement each other. The simplest is the cabbage, the Florentine steak and the lasagna. It tastes delicious and is similar to the simple, harmonious and fresh cuisine of Tuscany. Taste this food and sip ruby ​​red, the two are in the mouth, the dual enjoyment of taste and vision makes people feel like they are in paradise.

Personalized customization: take the wine home

In the DIY personalized area of ​​the winery, visitors can DIY a personalized commemorative wine. The so-called personalized commemorative wine is tailor-made for each individualized gift wine according to the individual needs of tourists. It can make personal photos, signatures, corporate logo designs and other commemorative texts and pictures into wine labels. A unique wine.

Under the guidance of the winemakers, work with family and friends to complete the whole process of hand-stalking and breaking, and feel the joy of returning to nature. Then, hand-paint a wine label of your own, and paint your own symbol of the wine. Then put it in the winery, under the management of professionals, accept the baptism of time, and wait for the surprise that opens after January.

In addition, the winery has built two DIY production lines, which have the same function as the winery production workshop, but are relatively small in scale. Visitors can carry out a series of experiences such as bottle selection, bottle washing, filling and labeling, feel the filling process of the wine, and finally print their signature directly onto the wine label by laser printing.

Of course, in addition to designing an experience winery for Changyu and a wine experience store, which is the Pioneer Winery Alliance, how do we use the wine experience store to impress consumers! Please look down:

Impressing the emotional experience of consumers

Emotional experience is achieved through communication with consumers. When consumers visit the wine experience store, they not only pay attention to the products they buy, but also the process of purchase. They hope to be respected and cared for in this process. And care is mainly reflected by marketers. Therefore, the operators of high-end wines should do two aspects of communication in communication with consumers: on the one hand, in communication, not only to deliver products, enterprise information, but also to convey emotional information, so that wine becomes a medium for enterprises to convey emotions; On the other hand, it is necessary to strengthen the training and incentives for relevant personnel, mobilize their enthusiasm and sincerity to customers, enable him to master the skills of communicating with customers, and skillfully serve the skills of customers, thus establishing high-quality emotions with customers, and Effective maintenance.

Eliminate the uneasiness of consumers

Consumers' purchase behavior mainly includes cognitive needs, collecting information, selecting evaluation plans, making purchasing decisions, and purchasing evaluations. Therefore, information asymmetry has become the biggest problem at this time. Generally speaking, the higher the transparency of certain goods and services, the smaller the security risks perceived by consumers, and the lower the degree of insecurity. On the contrary, when consumers face the problem of “information asymmetry”, Products with higher purchase rates are often chosen to reduce risk. In addition, products with relatively high prices will be selected under the drive of “one price per share”. Finally, consumers will choose the channels they believe are more assured. At this time, a complete return system, inspection reports of authoritative organizations, insurance companies' quality insurance or free trials are important references for them to make choices.

Product mix and service is very important

Let's talk about product matching. The composition of consumers in wine experience stores is very complicated, so the brand, category and price of products should be relatively rich. In principle, consumers should be provided with diversified choices in small batches, multi-brands and varieties. For example, in addition to France, Italy, Spain and other old world products, there should be products from Australia, Chile and other new world countries. In terms of categories, dry red, dry white, blistering, pink, etc. should also be as rich as possible. The specific matching can also be adjusted according to the actual situation in the later stage.

Many products are not customized. At this time, the wine experience store can provide consumers with additional customized services, such as Valentine's Day, Father's Day, Mother's Day, Mid-Autumn Festival, Christmas, Spring Festival, wedding ceremony, opening ceremony, etc. The festival introduces personalized gift boxes, straws, and floral arrangements to meet the individual needs of consumers.

Stay sticky with WeChat

Not everyone has time to visit the wine experience store. If you don't want consumers to forget you, it is very important to establish contact with them through WeChat. Of course, the purpose of establishing WeChat links is not only to promote their own products, but also to integrate into their lives, to be friends with consumers and to understand what they need. In addition, when WeChat promotes products, we must do a "precise delivery". For example, a product can be pushed to a circle of friends. According to the characteristics of the product and the price of "@" several friends, they should be recommended to them. Maybe they are at this time. Just need a similar product, like: grasp the "who can see", do not push all products to choose "all visible", because such push may affect the lives of others, remember, just put the right It is enough to push the product to the right person.

At last

As I mentioned before, we have entered the era of experience economy. In this era, what is sold is a selling experience. All experiences come from relationships between people. The Internet subverts the communication channels and methods of people, but the nature of the customer experience has not changed. If you want to make an experiential marketing model of a winery or experience store, don't miss out on our Lanyu culture. Choose us right!

Editor in charge: Chen Wei