The Showroom PLUS of Cultural Moutai" 「文化茅台體驗館

"The Showroom + of Cultural Moutai"

「文化茅台體驗館 + 」

EDIT/ 文 Li Yi 李毅 TRANSLATION/ 譯 Guan

Moutai liquor is both substantial and spiritual. To be specific, its substantiality represents the culture of Moutai while its spirituality brings out the thinking of "Cultural Moutai". With its continuously rising price and the special preference for Jiang-fragrance baijiu from the older generation, Moutai liquor has gradually become a kind of investment product and maintained its rocketing development in every aspect. The status quo of Moutai is surrounded by good news, but what will happen in the future still remains unclear. The management and development of a brand is an eternal topic since consumption is not only a physical practice, but also a symbolized system operation, during which positive consumer interaction based on long-term trust will be built up. As an experienced design director myself specialized in liquor culture commercial space design whose main business is the idea creation and design of all sorts of showrooms of Moutai liquor, I would like to express my humble opinions regarding how the promotion of Moutai culture and "Cultural Moutai" can be better operated in the future. Based on my observation, the currently existing Moutai showrooms are all emphasizing the physical attributes in space design ——the "physical space". This kind of presentation does highlight the high-class and elegant image of Moutai liquor, but it also virtually distances a large potential consumer group: the young people. Since the implementation of Moutai showrooms, distributors from all over the country have responded positively. However, due to the lack of corresponding regulations and criteria, the effect of the concrete representation of humanity cannot show the culture essence of Moutai liquor. Most of the showrooms are still in an exploring stage, simply using photos to tell a historical story or implying some characteristics with superficial images. Meanwhile, the consumer market in China has essentially changed from traditional product propertyoriented to product cognition-oriented. The era of branddominant depending highly on mass media or pathways to realize the goals driven by branding and channels is over. Right now, we are in a consumer-dominant era, which is human-oriented rather than product-oriented. In this era, the new forms of consumption demands, media communication as well as distribution channels emerge, which demands all enterprises to have the mindset of "dimension upgrade". Directing at this situation, my suggestions are as follows: Firstly, it is important to explore the future potential consumer group. While living in today, we cannot neglect the change of social structure. The future society will evolve

under a rapidly changing era with constant updates of information. Therefore, only by developing the potential consumer group can an enterprise maintain a long-term development. Secondly, the creation of humanity space should be looking at the present age, constructing the channel of spatial language and tracing the source of Moutai culture. It should emphasize the fashionability, interactivity, involvement, experience and knowledge seeking with art as the carrier and contemporary multi-media technologies as means to thoroughly and vividly tell the story of fine liquor well, to move the consumers with the culture of Moutai so as to spread Moutai liquor's aroma to the world and make the world fall in love with Moutai. Thirdly, "the showroom of Moutai culture" should be upgraded to "the showroom PLUS of 'Cultural Moutai'". Operating systematically by following this symbol, the population's cognition will be enhanced. Also, the broad collaboration with all art types will bring out the noble temperament of Moutai liquor. Promoting the limitless space design with theoretical thought of space syntax, the accessibility and relativity of the space will be highlighted. The creation of art is with no boundaries. Only by thinking outside the box will extraordinary works be born. Fourthly, the functional attributes of the construction of "the showroom PLUS of 'Cultural Moutai'" will be made up by the cultural image, the display area, the tasting area, the banquet area and the office area. These five sections can either be five separate independent spaces or a single inter-related integral space, enabling the consumers to comprehensively experience the spiritual connotation of "Cultural Moutai". Last but not least, we need to reinforce the idea that for most of the time, the spatial and cultural communication strategies emerge based on the cultural innovation which is usually realized by the integration and crossover cooperation of technology. "Showroom experience" is exactly a mode maximizing the integration of information technology and new media, which makes us think that the space design can be a critical way to break through the current dilemma.

茅台酒，既是物質的，亦是精神的。 物質的茅台酒，是一部「茅台文化」。精神的茅 台酒，是一部「文化茅台」。 近幾年茅台酒價格一路上漲，演變成一種投資產品，加之老一 輩對醬香型白酒的情有獨鍾，讓茅台酒真的「飛天」了。現狀如此， 那將來如何？ 品牌的管理和發展是個永恆的話題，因為消費並不僅僅是一種 物質性的實踐，也是一種符號化的系統操作。通過這種系統運作， 建立的是長久信賴的良性消費互動。 我從事酒類文化商業空間設計多年，業務主要集中在茅台體驗 館的創意和設計上。在這一專業領域，想表達自己的一些看法。 現在的茅台體驗館，在空間設計上較為強調物質屬性—物理空 間，雖然彰顯了茅台酒高端、高雅的形象，卻也無形中疏遠了潛在 的消費人群——青年人。茅台體驗館推行以來，全國各地經銷商積 極回應，但由於沒有相應規範及標準，人文空間的具象呈現效果還 不足以體現茅台酒深厚悠遠的文化實質，大多還處於探索階段，例 如用幾張照片講述一段歷史故事，用外在圖案暗示一種品質等等。 中國的消費市場已經發生了本質的變化，從傳統產品屬性為導 向過渡到以產品認知為導向的轉變，原先通過品牌 + 管道的驅動， 依靠大媒體、大通路來實現的品牌主權時代已經進入消費者主權時 代，它伴隨著從「產品到人」的變化，也正是由於以人為出發點， 因此消費訴求、媒體傳播、分銷管道都出現了新的形態，這就要求 企業必須要有「升維思維」。 針對這種狀況，我想提出以下幾點建議。 第一，挖掘未來的潛在消費群體。今天我們立足於當下，不能 忽略社會的結構，未來社會是一個資訊不斷增量的極速變化的時代， 只有不斷地培養潛在客戶，才能長久發展。 第二，人文空間的打造應該著眼於當代，構建空間語言通道， 追溯茅台文化本源。以藝術為載體，強調時尚性、互動性、參與性、 體驗性和求知性，採用當代多媒體技術，實實在在將一杯美酒的故 事講述得淋漓盡致，將茅台文化一點一滴填滿消費者的心田，讓世 界愛上茅台，讓茅台飄香世界。 第三，將「茅台文化體驗館」提升為「文化茅台體驗館 +」的 全新理念。沿著這個符號進行系統化操作，來提高大眾對品牌的認 同感，廣泛地與各種藝術「聯姻」，賦予茅台酒的貴族氣息。以空 間句法的理論思維推崇空間無邊界設計，強調空間的通達性和關聯 性，藝術創作無邊界，突破常規界限方能創造出不同尋常的作品！ 第四，「文化茅台體驗館 +」建設的功能屬性以文化形象、展 陳空間、品鑒空間、宴賓空間、辦公空間五大版塊組成。它們既是 獨立的個體空間，又是相互關聯的整體空間，共同體驗文化茅台的 文化精神內涵。 最後我們需要重申的是，空間視覺傳達策略很多時候都是基於 文化創新而出現的，而這種創新很多是通過技術的融合與跨界合作 實現的，對於體驗館模式而言，正是最大化地集成了資訊技術、新 媒體工具，這些使得我們認為體驗館空間設計是突圍的重要路徑。