Making a dealer conference the place where national expansion became tangible.把一场经销商大会， 变成品牌全国化真正开始的地方。
A partner experience in which strategy, new products, policy, ordering, and confidence reinforced one another in the same room.让战略、新品、政策、订货与伙伴信心在同一个现场相互推动。
CASE 58案例 58
Project-close materials confirm the recorded agenda and delivery; public release remains subject to client and asset authorization.公司在册项目材料
Project-close materials confirm the recorded agenda and delivery; public release remains subject to client and asset authorization. Images and client identifiers are used only within the applicable project-rights boundary.公司在册项目材料。图像及客户识别仅在项目权益边界内用于能力说明。
Case anatomy案例解剖
Look beyond what was made. See why each decision was made.不只看做了什么，更看为什么这样做。
01
The real challenge真问题
A brand can announce national expansion, but channel partners believe it only when they can see the products, policies, and support behind it. Wuyang needed to connect its heritage and younger image with new products, market investment, and channel policy. A visually impressive stage alone would reduce strategy to a slogan; a policy-and-ordering meeting alone would fail to build long-term brand confidence.品牌可以宣布全国化，但渠道伙伴只有看见产品、政策与支持，才会真正相信全国化。 五羊既要延续经典与年轻化，又要让新品、市场投入和渠道政策形成一套可信的增长叙事。 大会若只追求舞台效果，战略会变成一句口号； 若只讲政策和订货，又无法放大品牌长期价值。
02
The decisive insight关键洞察
'Across mountains and seas' expressed market ambition, while 'united' answered why partners should make the journey together. Dealers were not treated as an audience but written into the brand's future through arrival, displays, tasting, interviews, recognition, commitment, ordering, and signing.用“越山海”表达市场雄心，用“同心”回答伙伴为什么同行。 主题一端连接品牌南通北进的全国化目标，另一端连接经销商的真实角色。 现场不把伙伴当听众，而把他们写进品牌未来：从接待、展示、试吃、访谈到表彰、誓师、订货与签约，每一步都在回答“我们如何一起赢”。
03
The core idea核心创意
Design the entire conference around one partner question—how do we win together?—so every strategic message, product experience, policy explanation, decision moment, and relationship ritual moved the answer forward.用一个清楚、可识别、可延展的创意主张，统一内容、媒介、体验与后续承接。
Integrated action整合行动
Integrated action整合行动
Every action has a role, and every role advances the same brand outcome.每个动作都有角色，共同推动同一个品牌结果。
01
先让战略被看见
02
再让伙伴被照顾
03
让会议推动决定
04
让晚宴延续关系
01
Made the national-expansion strategy visible through the theme, stage, content, and product-display system.
02
Designed arrival, guest service, tasting, and partner interviews to show that channel partners were understood and valued.
03
Connected policy, recognition, commitment, ordering, and signing in a sequence designed to support decisions.
04
Used the dinner to continue partner relationships after the formal business agenda.
Work in view项目画面
See how the idea entered content, experience and the market.看创意如何进入内容、体验与真实市场。
Selected from the corresponding project deck and source files. Each frame belongs to this case—not a generic stock-image library.画面均选自本案例对应的项目底稿与源文件，不使用与项目无关的通用图库占位。
01Project view项目实景 / 作品画面
02Project view项目实景 / 作品画面
Results & evidence结果与证据
State the results clearly—and the evidence boundary with equal clarity.结果分层说清，证据边界也一起说清。
01
战略、政策、新品试吃、伙伴访谈、表彰、誓师、订货与签约均进入完整流程；
02
多组新品展区、会务系统、内容视频、互动工具与现场服务形成统一交付；
03
项目复盘记录了物料时间、临时流程响应等改进项，形成下一次活动可复用的治理经验。
01
Project materials confirm that strategy, policy, new-product tasting, partner interviews, recognition, commitment, ordering, and signing were included in the complete program.
02
Multiple product-display areas, event operations, content videos, interactive tools, and on-site services were delivered as one system.
03
The post-event review recorded improvements to material timing and responses to last-minute process changes for reuse in future events.
What this proves它证明什么
Why this case matters案例价值
The project-close materials document a complete partner journey and governance review, not only the stage design.这个案例展示了明通如何围绕“把一场经销商大会，变成品牌全国化真正开始的地方。”，把判断、创意与执行连接为一条可说明、可复盘的项目路径。
Transformed a single celebrity endorsement into an integrated campaign that connected brand perception with on-site consumer experiences.把一次明星代言，组织成一场从品牌心智到市场现场的快乐整合战役。
Using mothers' care as the emotional entry point, Meantime linked three products, campaign film, city media, tastings, retail, and subscriptions.以一声“妈”为情绪入口，把三款产品、品牌 TVC、城市媒介、场景试饮与订单承接连成一条路径。
A phased operating approach that protected high-pressure holiday delivery, then shifted from rapid coverage toward higher-quality content.先守住国民品牌的节日主场，再主动减少无效刷屏，把运营推向更高的单条质量与长期关系。
