孫鳳娟

陳麒峰來自寶島臺灣，在大陸經(jīng)商已經(jīng)有十多年了，走遍了大江南北。這幾年，他落腳在濟(jì)南，娶了濟(jì)南妻子陳曉娜?，F(xiàn)在，夫婦二人又把寶島臺灣的著名白酒品牌“八八坑道”引進(jìn)濟(jì)南，開設(shè)了“八八坑道”山東省暨大陸首家形象店，用濃香的酒融匯起兩岸的濃情。

陳麒峰的會客室看上去更像個(gè)茶室。泡上一壺純正的臺灣洞頂烏龍，嫻熟的茶藝、清新的茶香，讓人很難把他與濃烈的白酒聯(lián)系在一起。陳曉娜是地地道道的濟(jì)南人，透著北方人干練又爽快的勁兒。

在寶島臺灣，“八八坑道”如同茅臺、五糧液一樣家喻戶曉，它與金門高粱是臺灣白酒市場的兩大領(lǐng)導(dǎo)品牌，市場占有率近九成?！鞍税丝拥馈逼放剖桥_灣統(tǒng)一集團(tuán)旗下世華企業(yè)股份有限公司所擁有的白酒品牌，是臺灣白酒市場主要領(lǐng)導(dǎo)品牌之一，是最能代表臺灣風(fēng)情及精致文化底蘊(yùn)的超值窖藏白酒。在福建和廣東等省，八八坑道酒的知名度也非常高，凡是宴請貴賓的時(shí)候，八八坑道酒也是必點(diǎn)的酒品。

在中國大陸，“八八坑道”的營銷策略主要是借助統(tǒng)一集團(tuán)下屬的便利超市進(jìn)行網(wǎng)絡(luò)鋪張，但設(shè)立品牌形象店還是第一次。說起在濟(jì)南設(shè)立“八八坑道”形象店的初衷，陳麒峰說，“經(jīng)過對當(dāng)?shù)叵M(fèi)能力和對白酒接受度的考察，我們確定把濟(jì)南作為拓展北方市場的第一站?！?

在商言商。就白酒市場而言，山東不但是全國有名的生產(chǎn)大省，更是消費(fèi)大省之一。山東省白酒市場競爭激烈，因?yàn)榈蒙綎|白酒市場就會得到極大的發(fā)展空間。在內(nèi)地只要在山東省白酒銷售站穩(wěn)腳跟，那么就會占領(lǐng)行業(yè)銷售總額十分之一的市場。山東人愛喝酒，尤其愛白酒，白酒的發(fā)展前景是光明的。

為重視山東市場，“八八坑道”在山東省算是很早進(jìn)入的臺灣白酒品牌，各經(jīng)銷商也看到品牌未來的發(fā)展性，無不全力以赴。夫婦二人在接下“八八坑道”的經(jīng)銷經(jīng)營權(quán)后，從原本的不熟悉，靠著一點(diǎn)一滴的努力，到了2009年，已經(jīng)有了一些成績。為了與“八八坑道”更密切地結(jié)合，他們決定開出山東省第一家“八八坑道”形象店。“我們希望通過濟(jì)南市場輻射帶動?xùn)|北三省以及天津等長江以北的白酒市場，而且“八八坑道”也可以成為兩岸文化交流的一個(gè)高品質(zhì)的產(chǎn)品。什么東西都有保質(zhì)期，但是酒是越陳越香，如同人的感情，也是越交往越深厚。陳麒峰說，選擇濟(jì)南，有地域上的關(guān)系。山東是儒家思想的發(fā)源地，而寶島臺灣可以說是儒家思想保存最完整的地方，對傳統(tǒng)文化非常重視。這種文化的相通，讓他有了認(rèn)同感和親切感。

身為濟(jì)南人，陳曉娜有著更多感情成分在里面，因?yàn)閷亦l(xiāng)的情結(jié)，他們最終選擇落腳在濟(jì)南，一年的大部分時(shí)間都常住濟(jì)南?！斑@里是我的家鄉(xiāng)，很親切，而‘八八坑道酒融匯了寶島臺灣的文化風(fēng)情，希望能給濟(jì)南人帶來原汁原味的臺灣風(fēng)。尤其是濟(jì)南飛臺灣直航之后，兩地的聯(lián)系會更加密切，‘八八坑道也能成為聯(lián)系兩岸的一個(gè)文化橋梁?！彼f。

除了營銷策略的變化以外，“八八坑道”在市場推廣上，還打起了“兩岸牌”。

“八八坑道”高粱酒是臺灣最具盛名的白酒品牌之一，關(guān)于它的名字來歷，還有一段很有意思的歷史故事。

八八坑道原是防御坑道，由花崗巖石構(gòu)成，因?yàn)榛◢弾r層地質(zhì)結(jié)構(gòu)十分堅(jiān)硬，工程相當(dāng)浩大艱辛，歷時(shí)近10年，最后終于在1974年打通，全長兩百多公尺。當(dāng)時(shí)時(shí)逢蔣介石八十八歲，于是時(shí)任馬祖防衛(wèi)司令部的司令便給這個(gè)坑道命名為“八八坑道”。同時(shí)也因?yàn)椤鞍税恕迸c“發(fā)發(fā)”音近，命名為“八八坑道”，也有自己吉祥發(fā)達(dá)、萬事如意、升官發(fā)財(cái)?shù)挠懴惨夂?。后因?zhàn)地政務(wù)解除，八八坑道不再被賦予軍事功能。

后來曾在馬祖當(dāng)過兵的馬祖中興酒廠的廠長發(fā)現(xiàn)，當(dāng)年因戰(zhàn)爭而挖的坑道，其濕度、溫度等正好適合作為酒窯，坑道就被用作窖藏產(chǎn)品酒存放。很快人們就發(fā)現(xiàn)，八八坑道用來貯藏酒類真是得天獨(dú)厚。酒在坑道里儲放一段時(shí)間后，味道更加純厚有味，故而現(xiàn)在八八坑道成為馬祖酒廠窖藏老酒和高梁酒的最佳場所。在這幽暗的坑道中，不同年份窯存的美酒成行成列，蔚為壯觀。如今八八坑道不但是馬祖酒廠窖藏老酒與高梁酒的最佳場所，而且成了旅游的熱點(diǎn)。游客一靠近坑道口，就可聞到濃濃的酒香味。

后來，統(tǒng)一集團(tuán)干脆把“八八坑道”注冊成臺灣特產(chǎn)白酒的名稱。正因?yàn)榭苛税税丝拥?，馬祖的酒先后在臺灣本島上的品酒會上奪得了不少的大獎，成了馬祖的名品。可以說，“八八坑道”見證了兩岸從戰(zhàn)爭到和平發(fā)展的歷史?！熬剖窃胶仍綕猓Ｍ_灣白酒成為一座橋梁，見證兩岸的繁榮與未來?！?

目前進(jìn)入山東市場的有“八八坑道”七款產(chǎn)品,每款白酒從酒瓶到包裝，創(chuàng)意獨(dú)到、外觀優(yōu)美，與品牌內(nèi)涵緊密契合?！皟砂斗闊焹簦拥谰葡銤?；窖藏蘊(yùn)佳釀，好酒才甘醇；舉杯共邀酒，一品即鐘情”，這幾句話道出了“八八坑道”的愿景。

對于開設(shè)形象店的形式，陳麒峰解釋說，這是打破傳統(tǒng)白酒的營銷模式。在“八八坑道”的形象店，你可以親眼看親手摸，甚至可以免費(fèi)開瓶試飲，在購買之前先體驗(yàn)。這種開放式的形象店體驗(yàn)，既保持了產(chǎn)品中高檔的層次，又能親近消費(fèi)者，把消費(fèi)者當(dāng)做好朋友來對待?！昂脰|西要與好朋友分享，我們帶來了臺灣最好的白酒，與朋友們分享，酒香情更濃?！?/p>

Chen Qifeng is from Taiwan and has been engaged in business on the mainland of China for many years. Over the years, he has settled in Jinan and married a local girl Chen Xiaona. Now, the couple have introduced Tunnel 88—a famous liquor brand from Taiwan—to Jinan and have established an Image Shop of Tunnel 88 in Shandong Province, which also is the first image shop of Tunnel 88 on the mainland of China. Through the strong liquor, they aim to link the feeling of Taiwan and the mainland.

Tunnel 88 is as famous in Taiwan as Moutai and Wuliangye are on the mainland. Tunnel 88 and Jinmen Sorghum—another liquor—make up two leading liquor brands in Taiwan, accounting for nearly 90 percent of the market share in Taiwan. On the mainland of China, Tunnel 88 avails itself of the convenience stores of Uni-President to sell its products. Nevertheless, for the first time an Image Shop is now established in Jinan. Talking about his original purpose in establishing the Tunnel 88 image shop in Jinan, Chen Qifeng said: “Through surveying the local consumption ability and the acceptance level of liquor, we decided on Jinan as our first station in the exploration of the market in North China.”

“We wish to promote the market in the provinces of Northeast China as well as the market north of the Yangtze River through Jinan. Moreover, Tunnel 88 can act as a high-quality product for cultural exchange between Taiwan and the mainland, which can compete with Moutai and Wuliangye. All things have a shelf life. However, for liquor, the older, the better, which is like the human feeling, frequent exchanges make for stronger feeling,” said Chen Qifeng.

As a Jinan local, the Image Shop means even more to Chen Xiaona. Most the year, they stay in Jinan. “Here is my warm hometown. Tunnel 88 encapsulates the cultural custom of Taiwan. I hope it can bring about the genuine Taiwan style for the Jinan people. Once the direct flight from Jinan to Taiwan is available, the links between the two regions will be more frequent. Tunnel 88, therefore, will become a bridge across the straits.”

As far as style of the image shop is concerned, Chen Qifeng said it had broken the mould of traditional liquor marketing sales. In the shop, you can touch and taste the liquor before buying. This kind of open style Image Shop shortens the distance between the liquor and the consumers.

“Good things should be shared with good friends. We bring the best liquor in Taiwan to share with our friends. The feeling is stronger than the liquor,” said the couple.