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在深圳食品展,看见传统实业的互联网翅膀

  • 2026-05-08 21:14:55
在深圳食品展,看见传统实业的互联网翅膀
因为工作需要与各类餐品打交道的原因，对食品行业的动态特别留意。前几天得知深圳国际会展城有一场“全球高端食品展”的展会活动，于是预约了观展。
展会3月6日~8日开办3天，按照展会官方的说法，共有2800多家展商参展，预计观展人次达18万。今天去了现场，果然热闹非常。
各类食品、饮品、酒类、工艺厂商共襄盛会，现场产品琳琅满目，放眼望去五彩缤纷。饮食类的包装色彩大多饱和度高，聚在一起，用时兴的语言来描述就是“多巴胺色”拉满。
参展的品牌有些在日常生活中听过，但更多的是没听说过的品牌。对于直接面向广大消费者售卖的终端产品而言，消费者是否知晓品牌，对产品的销售数据至关重要。
在食品展会这样的环境中，上百个品牌共同陈列在一间展馆里，对于经销商、工艺代工厂等行业从业人员来说，大可拿着一份展商名单有的放矢地找到相应的展位观摩、品尝、洽谈，建立联系。
对于广大的，也是最终掏钱买单的消费者而言，更多的是冲着凑热闹，发现新奇美食的心态去的。现场有许多家长带着小孩观展，小孩子惊奇热闹的呼喊声就是这种心态最好的注脚。
展会上各种产品“争奇斗艳”，大到展位布景设计的风格，小到具体产品的包装，无不通过各种风格、声音、色彩、文字向观众传达着自家产品的卖点。要在这样一片“多巴胺色”的同质化海洋中，抓住消费者的注意力脱颖而出可不是一件简单的事情。
在过去传统模式里，参展的展商可能更多的希望吸引到经销商的青睐、展会合作媒体的关注报道等。而在如今电商行业发达的背景下，不再强调成本高昂的线下普及率，观展的普通消费者也不再是展会期间偶然成交的客户。
只要作为食品、饮料的本质属性——味道拥有足够的吸引力，在展会这样如同逛大集的场合，用关联产品又足够吸睛和新颖的方式从消费者的分散的注意力中脱颖而出，让消费者有了第一次接触和品尝的契机，发达的电商产业会让复购变得简单。
在走马观花的逛展过程中，我留意到一个“脱颖而出”的展位——观众排起长队试吃。展位展出的是一款速食螺蛳粉，观众排长队试吃的原因我想是因为产品冠名了“李子柒”的IP。
参展前排队试吃的观众大多听过李子柒的名字，看过李子柒的作品。这样的先决条件带到展会上来，是让产品在一众陌生的品牌中脱颖而出的坚实基础。试吃的观众可能是第一次尝试“李子柒”的相关食品，只要口味过关，这些试吃的观众接下来就是电商平台复购的顾客。
当然“李子柒”是可遇不可求的现象级大IP，但并不意味着所有食品品牌都需要一个业已成就的大IP来冠名代言。在人流熙攘的展会上，采用关联产品、富有特色、形式新颖的音乐、舞蹈等作为吸引关注的锚点，同样能在展会上达到“脱颖而出”的效果，让产品触达一批新的潜在消费者。
展会上令人印象深刻的还有一批正在直播自家产品和展会动态的主播，这些拿着小巧便携的直播设备、状态饱满活跃的一小群人，在各个场合都是显眼的群体，与物理空间上显眼的他们相比，在网络空间上他们产生的影响力更加广阔深刻。
无论是电商平台、还是IP塑造、现场直播等，在这个信息爆炸，注意力为王的时代，互联网能为几乎所有传统实业——尤其产出终端消费品的企业插上营销的翅膀，也就是老生常谈的互联网赋能传统行业。传统媒体在自媒体浪潮的冲击下，要么黯然退场，要么在互联网噪声中成为为信息真实度背书的平台。
站在展会上，看着人来人往，忽然想起最近刷到的一个讨论时代机遇的视频，没有抽象的概念建构和复杂的逻辑推演，只用平实的语言描述了两代人面临的所谓“时代机遇”，核心观点很明确——不是我们没在浪潮之中，而是我们缺乏下水的勇气。
最后，用视频中引用的一句偈语与大家共勉——钱塘江上潮信来，今日方知我是我。愿大家都在时代浪潮的淘洗之中得证自我。
本文来自网友投稿或网络内容，如有侵犯您的权益请联系我们删除，联系邮箱：wyl860211@qq.com 。

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  1. CONNECT:[ UseTime:0.000389s ] mysql:host=127.0.0.1;port=3306;dbname=c460;charset=utf8mb4
  2. SHOW FULL COLUMNS FROM `fenlei` [ RunTime:0.000769s ]
  3. SELECT * FROM `fenlei` WHERE `fid` = 0 [ RunTime:0.000288s ]
  4. SELECT * FROM `fenlei` WHERE `fid` = 63 [ RunTime:0.000272s ]
  5. SHOW FULL COLUMNS FROM `set` [ RunTime:0.000513s ]
  6. SELECT * FROM `set` [ RunTime:0.000211s ]
  7. SHOW FULL COLUMNS FROM `article` [ RunTime:0.000605s ]
  8. SELECT * FROM `article` WHERE `id` = 512219 LIMIT 1 [ RunTime:0.000370s ]
  9. UPDATE `article` SET `lasttime` = 1778756790 WHERE `id` = 512219 [ RunTime:0.007348s ]
  10. SELECT * FROM `fenlei` WHERE `id` = 64 LIMIT 1 [ RunTime:0.000289s ]
  11. SELECT * FROM `article` WHERE `id` < 512219 ORDER BY `id` DESC LIMIT 1 [ RunTime:0.000492s ]
  12. SELECT * FROM `article` WHERE `id` > 512219 ORDER BY `id` ASC LIMIT 1 [ RunTime:0.000420s ]
  13. SELECT * FROM `article` WHERE `id` < 512219 ORDER BY `id` DESC LIMIT 10 [ RunTime:0.005544s ]
  14. SELECT * FROM `article` WHERE `id` < 512219 ORDER BY `id` DESC LIMIT 10,10 [ RunTime:0.010512s ]
  15. SELECT * FROM `article` WHERE `id` < 512219 ORDER BY `id` DESC LIMIT 20,10 [ RunTime:0.001033s ]
0.098743s