In recent years, imported wine has grown rapidly in the Chinese market. Industry insiders predict that by 2020, China's wine production and sales will exceed 5 million kiloliters, and China will become a wine center in Asia. However, industry experts also pointed out that “high growth can't conceal hidden concernsâ€. Problems such as the lack of capacity of domestic wine brands, the urgent need to regulate the consumer market, and the need for improvement in consumer cognition have hindered the healthy development of imported wine in the Chinese market. If imported wines cannot dominate the Chinese market before 2012, it will be difficult to make major breakthroughs in the Chinese market in the future.
For the development trend of China's wine industry in the future, Wang Zuming, Secretary-General of China Wine Industry Association Wine Branch, said that China's wine industry will seek development in technological innovation, idea innovation, business innovation, and cultural innovation. Wine companies will play a major role in innovation, and promote the continuous innovation of wine industry technology. Establish a product traceability technology system to ensure the quality and safety of brewing products. At the same time, we combine the internationally mature and advanced experience with the actual conditions in various regions in China, actively explore the business model under the market economy, and the promotion model for different levels of products under the new situation, inheriting and developing the cultural connotation of China's wine industry. Absorb the essence of western wine culture and create a new era of Chinese wine culture.
Breakthrough: Promoting the healthy development of China's Portuguese wine industry showed that imported bottled liquor prices rose in the first half of 2011. French wine has absolute advantages; the growth rate of imported bulk wine slowed down, and Spain ranked first in Chile. In the domestic market, Shanghai has become a veritable bridgehead for imported wines. Market consumption is quietly spreading from east to west. At present, the proportion of imported wine in the market is not large. It is mainly concentrated in the Yangtze River Delta and Pearl River Delta regions, and gradually enters the Bohai Rim region. It has certain limitations in regional distribution. In this case, whether it is indigenous to China Wine or imported wine, the market space is very large.
The author believes that based on the huge domestic market consumption body, the precise positioning of the strategy and the establishment of the strategic system of the Chinese wine industry under the new situation is the way out for the Chinese wine industry.
Increase the construction of domestic wine bases At present, there are many regions in China that cultivate wine grapes. The areas with larger areas are mainly concentrated in the following four regions: First, the western region, which mainly includes three provinces (districts) in Xinjiang, Gansu, and Ningxia; It is in the eastern region, mainly in Shandong; the third is Bohai Bay and Beijing, including Hebei, Beijing, and Tianjin; and the fourth is the northeastern region, mainly in Liaoning and Jilin provinces.
The production and sales chain of domestic wine has been initially formed, which will lay a solid foundation for the sustainable development of China's wine industry base.
At present, China's wine base lacks long-term, sustainable planning. In this regard, Chinese wine companies should actively seek government support for policy protection for existing wine bases to ensure the healthy, sustainable and efficient development of China's wine base and the formation of unique wine genes.
Strengthen the wine product management system The domestic wine market presents three major trends: “globalization of production areas, localization of wine culture, and high-end consumptionâ€.
The reason why some wine producing enterprises in China have achieved remarkable results in a short period of several years is largely due to the strong training of companies in the high-end market. Since 2012, China will impose zero tariffs on New Zealand wines, which will increase the competitiveness of New Zealand wines.
From this point of view, the balance between raw materials and production costs alone is obviously not the strength of domestic wines. Domestic wine companies must establish and improve the layout of low-, medium-, high-, and ultra-high-class products, especially the layout of ultra high-end wine lines, and improve their products. The system is a key step towards the market.
Integrate the management system and marketing effectively Imported wines in China are basically dependent on their own brand influence and the promotion of the importers to complete offline. There is no fixed mode of success. Their fragmented promotion forms have affected the establishment of high-end images of imported wines. With formation.
In this regard, China Wines can build its own marketing management model through its own network of well-established channels in China. Through unified strategic planning and image promotion, it can timely outline the channel framework of Chinese wine in order to achieve the battle speed of brand display and dissemination. .
The road to clustering in wine producing areas Since 2010, the Sichuan Provincial Party Committee and Provincial Government have built a core value of the “Golden Triangle of China's Liquor†to encourage horizontal integration and vertical extension of enterprises, and promote the formation of cluster scale effects of key enterprises, superior products and brands. , Actively promote cross-regional cooperation in the wine industry, and expand the regional brand "Golden Triangle of Liquor" with the scale effect of the cluster, and explore a successful model for the development of Chinese liquor.
At present, from the development of the Chinese wine industry, it can be expected that the existing domestic wine producing areas will take the overall marketing of this area. While producing small- and medium-sized production areas, it is necessary to guide large production areas through the organization of large enterprise alliances to promote the brands of China's wine-producing regions and further strengthen the competition of Chinese wine brands.
The improvement of public relations management mechanisms for the domestic wine industry needs to be strengthened in several ways.
First of all, in China, a society with complicated rules, the supervision or support from the government often plays an important role in the operation of the company. As a Chinese wine company that is currently in the cold, relying solely on market rules of the game is far from enough. Establishing a sound corporate government relationship and brand strategy system is a top priority for Chinese wine companies.
Second, the Chinese market has completely entered the era of free competition. In the global market competition, in view of the motives and practices of the spokespersons employed by imported wine interest groups, effectively preventing some attacks from within the industry has become a long-term task.
Third, the popularity of the Internet and the drive of the promoters of the company, how to maintain and establish crisis management mechanisms has also become a topic of brand communication.
In the face of the reality of the situation of imported wine soldiers, the Chinese wine industry should assess the situation and suit measures to local conditions, and correctly establish a defense and offensive strategic system suitable for the Chinese wine industry itself.
In short, through government-led, industry-wide collaboration, industry self-discipline, and self-efforts, we hope to further standardize the current status of China's wine market operations and create a good order for the operation of the wine market, so as to realize the dream of a steady rise of the Chinese wine industry.
For the development trend of China's wine industry in the future, Wang Zuming, Secretary-General of China Wine Industry Association Wine Branch, said that China's wine industry will seek development in technological innovation, idea innovation, business innovation, and cultural innovation. Wine companies will play a major role in innovation, and promote the continuous innovation of wine industry technology. Establish a product traceability technology system to ensure the quality and safety of brewing products. At the same time, we combine the internationally mature and advanced experience with the actual conditions in various regions in China, actively explore the business model under the market economy, and the promotion model for different levels of products under the new situation, inheriting and developing the cultural connotation of China's wine industry. Absorb the essence of western wine culture and create a new era of Chinese wine culture.
Breakthrough: Promoting the healthy development of China's Portuguese wine industry showed that imported bottled liquor prices rose in the first half of 2011. French wine has absolute advantages; the growth rate of imported bulk wine slowed down, and Spain ranked first in Chile. In the domestic market, Shanghai has become a veritable bridgehead for imported wines. Market consumption is quietly spreading from east to west. At present, the proportion of imported wine in the market is not large. It is mainly concentrated in the Yangtze River Delta and Pearl River Delta regions, and gradually enters the Bohai Rim region. It has certain limitations in regional distribution. In this case, whether it is indigenous to China Wine or imported wine, the market space is very large.
The author believes that based on the huge domestic market consumption body, the precise positioning of the strategy and the establishment of the strategic system of the Chinese wine industry under the new situation is the way out for the Chinese wine industry.
Increase the construction of domestic wine bases At present, there are many regions in China that cultivate wine grapes. The areas with larger areas are mainly concentrated in the following four regions: First, the western region, which mainly includes three provinces (districts) in Xinjiang, Gansu, and Ningxia; It is in the eastern region, mainly in Shandong; the third is Bohai Bay and Beijing, including Hebei, Beijing, and Tianjin; and the fourth is the northeastern region, mainly in Liaoning and Jilin provinces.
The production and sales chain of domestic wine has been initially formed, which will lay a solid foundation for the sustainable development of China's wine industry base.
At present, China's wine base lacks long-term, sustainable planning. In this regard, Chinese wine companies should actively seek government support for policy protection for existing wine bases to ensure the healthy, sustainable and efficient development of China's wine base and the formation of unique wine genes.
Strengthen the wine product management system The domestic wine market presents three major trends: “globalization of production areas, localization of wine culture, and high-end consumptionâ€.
The reason why some wine producing enterprises in China have achieved remarkable results in a short period of several years is largely due to the strong training of companies in the high-end market. Since 2012, China will impose zero tariffs on New Zealand wines, which will increase the competitiveness of New Zealand wines.
From this point of view, the balance between raw materials and production costs alone is obviously not the strength of domestic wines. Domestic wine companies must establish and improve the layout of low-, medium-, high-, and ultra-high-class products, especially the layout of ultra high-end wine lines, and improve their products. The system is a key step towards the market.
Integrate the management system and marketing effectively Imported wines in China are basically dependent on their own brand influence and the promotion of the importers to complete offline. There is no fixed mode of success. Their fragmented promotion forms have affected the establishment of high-end images of imported wines. With formation.
In this regard, China Wines can build its own marketing management model through its own network of well-established channels in China. Through unified strategic planning and image promotion, it can timely outline the channel framework of Chinese wine in order to achieve the battle speed of brand display and dissemination. .
The road to clustering in wine producing areas Since 2010, the Sichuan Provincial Party Committee and Provincial Government have built a core value of the “Golden Triangle of China's Liquor†to encourage horizontal integration and vertical extension of enterprises, and promote the formation of cluster scale effects of key enterprises, superior products and brands. , Actively promote cross-regional cooperation in the wine industry, and expand the regional brand "Golden Triangle of Liquor" with the scale effect of the cluster, and explore a successful model for the development of Chinese liquor.
At present, from the development of the Chinese wine industry, it can be expected that the existing domestic wine producing areas will take the overall marketing of this area. While producing small- and medium-sized production areas, it is necessary to guide large production areas through the organization of large enterprise alliances to promote the brands of China's wine-producing regions and further strengthen the competition of Chinese wine brands.
The improvement of public relations management mechanisms for the domestic wine industry needs to be strengthened in several ways.
First of all, in China, a society with complicated rules, the supervision or support from the government often plays an important role in the operation of the company. As a Chinese wine company that is currently in the cold, relying solely on market rules of the game is far from enough. Establishing a sound corporate government relationship and brand strategy system is a top priority for Chinese wine companies.
Second, the Chinese market has completely entered the era of free competition. In the global market competition, in view of the motives and practices of the spokespersons employed by imported wine interest groups, effectively preventing some attacks from within the industry has become a long-term task.
Third, the popularity of the Internet and the drive of the promoters of the company, how to maintain and establish crisis management mechanisms has also become a topic of brand communication.
In the face of the reality of the situation of imported wine soldiers, the Chinese wine industry should assess the situation and suit measures to local conditions, and correctly establish a defense and offensive strategic system suitable for the Chinese wine industry itself.
In short, through government-led, industry-wide collaboration, industry self-discipline, and self-efforts, we hope to further standardize the current status of China's wine market operations and create a good order for the operation of the wine market, so as to realize the dream of a steady rise of the Chinese wine industry.
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