Prediction of the future development trend of Chinese wine

Prophecy, we never believe, we often believe.

In the history of the world, if the French prophet Jorda Mas was recognized by the world as a great prophet. Although we do not believe it, we often ask ourselves: if he is right, there is no absolute in the world, so Anything can be believed and nothing can be believed.

There are two things that are always in our hearts: hopes and fears. Prophecy brings hope, dispels worries, it also brings worries and hopes of destruction. When that happens, new prophecies will come again.

Things are transforming, good things can go bad, bad things can get better, and the difference between good and bad comes from the value orientation. Good predictions can inspire people, and bad predictions can provide wakefulness. They are all valuable.

How far is the prediction, maybe we can go far!

Wine Globalization 3.0 is coming soon

Foreign wines are still non-mainstream in China. The top ten in China's wine market share is domestic brands. However, the sales volume of imported wines is growing at a rapid rate. In 2005, the increase in imported wines from Guangzhou, Tianjin, Shanghai, Ningbo and other customs reached an increase. 45%, far more than the growth rate of domestic wine.

In September 2006, Banffi Wines, represented by ASC, officially entered China. As an important part of the 2006 “Italian Year”, the 8th China-Italy International Wine Fair was held in Shanghai on November 23rd with more than 100 Italian and international wine merchants participated in the exhibition. The Italian Minister of Agriculture attended the opening ceremony and Chinese media press conference as a special guest.

On October 26th, 2006, the “Portuguese Wine Exhibition and Testing Conference” with the theme of “tasting Portuguese high quality wine” was held in Guangzhou, organized by the Portuguese Association of Commerce Commissioners, the Portuguese Federation of Winemaking Cooperatives and the Guangzhou Branch of the China Council for the Promotion of International Trade. The Garden Hotel held. The representatives from nine wineries from Portugal, relevant organization leaders, heads of industry associations, wine importers, distributors, professional wine tasters, media and wine lovers attended the test exchange. Portuguese National Empire The liquor company has integrated many domestic companies and established Dapu Damei Wine Company in Shanghai to carry out the overall development of the Chinese market.

When President Hu Jintao visited Chile, he and Chilean President Lagos jointly announced the establishment of a comprehensive cooperative partnership between China and Chile. China-Chile bilateral relations have gained new impetus for development. China-Chile relations have entered a substantive and all-encompassing stage. , Chilean wine “Carmen” held a brand promotion party in Shenzhen, which marked the fifth largest wine export in Chile. Chile increased its promotion in the Chinese wine market. On May 25, 2006, Shenzhen Pengnian Hotel ushered in. From the Chilean Jazz Buddhist South Tasting Wine Tasting. With China and Chile formally signing a free trade agreement, 92% of Chilean goods will enter the Chinese market with zero tariff, and China will also have nearly 50% of the zero-tariff entry of goods. Chile market.

The United States has its main wine producing area in California. The world’s largest winery is in California. The time for California wines to enter China is the earliest. As early as 2000, a “China dealer network” has been established in many provinces and cities, California. Red is one of the first wines recognized by the Chinese people. Although the performance in the Chinese market has been unsatisfactory in recent years, the popularity of the “California Red” brand is still deeply rooted.

French wines have already made a mark in the hearts of Chinese people. One of France's three consortia, MAAF Group's Pinhao Exchange Co., Ltd., has announced the establishment in Beijing. French Minister of Foreign Affairs Lajad, the Minister of Transport, has been accompanying France President Chirac in a state visit to China. Berber and other French politicians attended the meeting to express their congratulations and indicated that French red wines have begun to enter China with a high profile. In fact, as early as 2000, Sino-French estates, the only intergovernmental cooperation project between China and France, have already settled in Shacheng.

In May 2005, the “Jima Argentine Plus Wine Tasting” was held at the Hongdu Hotel in Xiamen. Argentina is the world's top ten wine producer, with more than 2,000 wineries nationwide, and exports 420,000 boxes to the world 35 Country. The brewing company of the Garfield brand is the second largest winery in Argentina. It is the first time to add rich wines to the Chinese market, and selects one of the most powerful wine distributors as the general agent. They are partners. With confidence, he expressed that the brand should be launched and spread to all corners of China.

The Australian Wine Co., Ltd., which is planning to invest RMB 250 million in a three-year period to register its own brand and specialize in Australian wines, is very optimistic about the Australian wine market in China. According to the report of the Australian Wine Association, Australian wines are being used in the Chinese market. Annual growth rate of 20%. Victoria, Australia is one of the best wine regions in Australia. The state government recently launched an initiative to explore the Chinese wine market in order to promote the sales of Victorian wines in the Chinese market. From the current Chinese market record of almost zero, to the 2008 Olympic Games, 25 million US dollars in sales revenue. On January 5, 2005, the Australian company from Orlando, Australia's "non-alcoholic" wine officially landed in China.

As early as 2004, South African wines began to enter China, including the South African Collins Winery. The Collins Winery has been nearly 400 years old so far, covering a total area of ​​250 hectares. There are various grapes grown in the vineyards. There are both old plants and new vines. The winery has a number of senior winemakers from all over the world. The Collins wine is divided into two grades, the Collins Vineyard Collection and the Collins Collection.

Spain is one of the countries with the most extensive vineyards in the world, and one-third of the wines it produces are exported. According to the quantity of wine exported to China, Spain ranks fourth. In terms of value, Spain is ranked sixth. Although Spain’s bottled wines account for only 5% to 6% of the Chinese market, as more and more Spanish wines enter the Chinese market, they have also won the favor of many Chinese consumers. The 3rd Spanish Food & Beverage Exhibition has enabled more professionals in China to experience the taste and quality from Spain more profoundly. In fact, in view of the rapid development and great potential of the Chinese wine market, Phillips-Sole Secretary-General In November 1998, Phillips Brewery Co., Ltd. was established in Shanghai with a total investment of US$5,000,000. This project has attracted the attention of the Spanish government and the Shanghai municipal government. Since the project was put into operation, it has benefited China with 6,000 bottles of filling capacity per hour. Wine lovers in and around the area.

According to customs statistics, from January to September of 2006, China imported 87.85 million liters of wine, which is 91.1% higher than the same period of last year. It has exceeded the import volume of last year and continues to maintain a high growth trend. The increase in imports of wine is strong, the increase in the import of strong wines is relatively slow, the import of large-package wines is dominant, and the proportion of imported wines that can be directly sold by small packages is small. More and more wine enterprises in China import vats from overseas. The wine is sold in small packages after landing. At the same time, import prices are declining. Foreign wines gradually use the low-end varieties to squeeze the domestic market. Currently, France is still the main supplier of high-end wines in China, Spain, Australia. And Chile has become China's main import wine country.

At present, China’s wine consumption only accounts for more than 1% of the total domestic consumption of alcoholic beverages. Per capita consumption is about 0.45 liters, which is only 10% of the world average. With the continuous increase in the number of imported wines, domestic wine companies will Faced with increasingly fierce competitive pressures.

It is no longer necessary to list all of them. The stagnation of the market in the Western countries and the potential of the Chinese market have formed a huge contrast. It is no longer necessary to discuss the issue of coming to China, but in what form it will come to China, what kind of goal is the most important? China is a piece of fat to wine companies all over the world, but sometimes we treat him as a bone. China’s ten-digit GDP growth over the past 10 years has become the pride of wine consumption worldwide. The big cock. We have been talking about 2008, as if it is a watershed for the full rejuvenation of our Chinese nation. We have begun to move toward the rise of great powers and will become the center and hall of world wine in the future.

No one can dare doubt the future of the wine in the Chinese market. In the future, Chinese consumers will be selected in hundreds of products in dozens of countries. In order to please consumers, each brand is not only trying to make it out. Including price promotions, but also breaking through the marketing tradition, become the classic of world marketing.

The global version of 3.0 is a good thing for us. The world is flat and the world is equal. Weaknesses, strong foods, and survival of the fittest do not need prophecy at all. It can predict what kind of business will survive and what kind of business will be eliminated.

The winter of Chinese wine will come around 2010

The vigorous development of Chinese wines is more than a decade long. In the course of more than a decade of development, we have encountered many ups and downs, and have also had a beautiful future. At one time, wine became our hope. It has also become a kind of sustenance under the new economy. It is a pity that blind and optimistic wine companies will encounter a severe market test because of lack of real awareness of crisis.

The first: the core competitiveness of producing areas

Wine is a kind of commodity with deep cultural heritage and is a cultural commodity industry. Since it is, it is firstly an industry. And the particularity of wine is bound to have the effect of industrial agglomeration. Industrial agglomeration is the optimization of the spatial layout of productivity. , is a large number of production factors in a certain geographical area of ​​concentration and effective concentration. Industrial clusters are an important way of industrial agglomeration, it is a common or complementary and interrelated companies rely on related functional service platform to support the space Agglomeration, and form a strong, sustainable competitive advantage of the economic community. Industrial clusters as the most effective organizational form of contemporary industrial survival and development, in the gathering of production factors to optimize resource allocation, accelerate institutional innovation, and create an industrial ecological environment, etc. The more important the role.

First of all, look at the development of foreign wines, such as France. The reason why it can develop into a modern wine world is to make wineries all over the world take it as an example. The industrial agglomeration effect of the winery is an important factor. They are planting. Meticulous, meticulous management, focus on micro-climate, strict requirements on the picking process; strictly graded in production, strict quality control, production according to 'regulations'. High degree of professionalism of winemakers, nurses care for wine, production base is marketing Base; on the sale of this year to sell next year or even the year after the wine, a good wine auction for the year, each bottle of wine, the file information is perfect; culturally advocated "less and fine" "fine" culture, not for the "quantity" Sacrificing “quality”, highlighting the manor culture, highlighting the integration of individuality, planting, production, and sales, visits, tourism, tasting, and storage. In contrast, the so-called estates in China are mostly planted by farmers and acquired by enterprises; the estates are mostly extensive. Management, grade division is not clear, is not serious, there is no uniform standard, mostly large-scale, uncontrolled production; the pursuit of 'quantity' rather than the pursuit of 'quality', wine technology is not in place; on the sale of mass media advertising Mass-based, multi-empty dissemination of content is not real, the pursuit of short-term interests rather than long-term brand building, lack of personality, stereotyped, single function, high degree of product homogeneity, identical basic operating practices.

In several of China's major producing areas, enterprises are in disarray, most companies are mimicking and dumping at low prices. There is no unified standard for producing areas, and even the real characteristics of the producing areas cannot be formed. Enterprises have no means to survive, and there is no great strength. Can not contend with well-known brands, only "surprised victory", think of a side door sacred. The government functional departments can not, because we must consider social issues. China's government functional departments are considering two things: First, attract investment , Expanding employment; Second, increasing taxes. Under this premise, how can the production areas be managed? The economies of scale in production areas cannot be exported, and companies can only rely on their own development. The hidden danger here lies not only in the production areas. The construction of core competitiveness is also facing the “crash” of production areas at any time: Once any company has a problem with the market, such as fake wine, the entire production area will face a serious crisis.

On the other hand, it is about the rough cultivation of the producing areas. Any one producing area has its own characteristics. This is determined by the overall environment and the environment of the producing areas. However, whether a good production area can produce good grapes depends on The management of the cultivation of the producing areas. The first is about the control of diseases and pests. I visited the old production area of ​​the Yellow River. I found in the field interview that the pests and diseases in the production areas were very serious. During planting, pesticides must be sprayed once every 10 days. Spray once again, otherwise pests and diseases will seriously affect the quality of grapes. There are pests and diseases in many production areas in China, but the production area management issues are worrying. The second is to ignore the quality for the benefit. The farmers control how much money I can sell this year, companies It is the question of whether or not grapes will be received this year. Under this premise, quality control will be weakened. Even if the production area is not good, it will not help. It is an overall management problem.

Outstanding is not the spring, a hundred flowers bloom until the spring arrived. At present, our industry is not yet mature. Only the effect of agglomeration of various producing areas comes out, and our country's wine can truly be on a higher level.

Second, industry standard issues

Our industry standards are always difficult to produce. However, there is no new life without pain. What is a standard? Standards are the activities that get the best order within a certain range and formulate common and reusable rules for actual or potential problems. We admit that the development of standards must be based on realities, but our standards have always been the "dual track system." At the same time, China is the world's most talked about "the human world," a country that attaches great importance to feelings, which inevitably involves emotions, so it will inevitably float on the surface. The development of standards is not so easy, so simple, we can not apply international standards immediately, but even if the domestic standards have been promoted very well and implemented in place? I don't think so. The company's own standards are still in full swing. .

Since time immemorial, there have been no rules and no rules. Is it the first rule or the first rule? First, there will be no rules, as long as the rule does not require a circle to adapt to social development. The problem is that there is a non-strict rule or Rules that are not strictly enforced will all cause problems.

We can understand the previous rules, but we will not succeed in the future. With the continuous integration with the international market, we cannot play alone, we must play together, everyone plays is really playing. There must be a play together. Clear rules of the game. We are increasingly not the makers of rules, who are? Consumers! If your rules are not in line with consumer judgments, I am sorry that we do not participate. At that time, our company can only meet with tears. Sighing to heaven.

The year 2008 is what we look forward to! This year, our company hopes to have a beautiful harvest and earn a lot of money. However, many foreign companies are also planning to enter China. This is a Watershed, for them, 2008 is a great time to enter China. After 2008, China has become the focus of attention of the world. We have fully demonstrated 5000-thousand-year-old culture to the world, and nearly 30 years of reform and opening-up results have been displayed. To the world, use Chairman Mao's words to call it “a scary world!” People all over the world have discovered that China was so rich and consumed wine so generous! So we became a new continent for the world’s wine companies, and they flocked to the wolves. Divide into our market. But the growth of this cake in our consumer market is not that fast, but suddenly there are so many people to share, so in the face of dazzling temptation, consumers have more room to choose. "As long as the most expensive, not the most "Good," "As long as you don't want to make it abroad," "If it's easy to drink, don't culture!"

Third: Product Quality Issues

"I don't know it, just we don't say it." It seems that this is a big problem. We actually started to move toward the world unconsciously. According to customs statistics, from January to September 2006, China imported 87.85 million liters of wine, Compared with the same period of last year, the growth rate was 91.1%, which exceeded the import volume for the whole year of 2005 and continued to maintain a high-speed growth trend. Among them, the import of low-alcohol wines increased strongly, the increase of strong wine imports was slower, and imported large-packaged wines accounted for the main Status, the proportion of imported wines that can be directly sold in small packages is relatively small. More and more wine-producing companies in China import vat wines from overseas and sell them in small packages after landing. Meanwhile, the import prices In the downward trend, foreign wines gradually used the low-end varieties to squeeze the domestic market.

We don't know how much water these numbers are. But it has always been more or less. Foreign companies have gradually controlled us from raw materials. How many of our domestic brands' bottles are filled with foreign wine? Only companies I can't answer it myself! Consumers don't know. But this is just a matter of time. We have all come into contact with many consumers, and we ourselves are consumers. We are very clear about the meaning of “good and cheap” for us. Many of our companies are just To achieve "cheap", can not do "good things." Only the price is not good, consumers will not pay; only the United States and not cheap, the market will not grow.

Fourth: Marketing Tools

China is a world-producing country and is the world's "production factory." Many mobile phones, automobiles, clothing, shoes and other industries are produced in China, but none of the 100 well-known brands in the world ranks among us in China. Our historical process has made Our brand awareness is low, and marketing concepts are low. In the establishment of the market economy in 1992, China only ushered in a decade of great development. Our liquor company specializes in distribution companies, the overall quality is not high, are moving forward in the exploration. The real understanding of the brand and marketing needs to be improved. Although we admit that the domestic market does have some effective techniques, it cannot last long and cannot adapt to real competition. We must know that our competition has not really come. Promotional warfare, The price war, focusing on packaging has brought our company to a blind alley. Enterprises may invest in a new company and spend 1 billion, but in the brand building, the construction of elite marketing staff will be reluctant to put a little bit. How much is Coca-Cola worth? $67 billion! Who visited the Coca-Cola factory to see? Take a look at our company's introduction, all show the beauty of its base, the advanced equipment, the introduction of international species, the wine cellar How many oak barrels are there, but rarely on the "marketing team" or "organization management". Really recruiting a senior marketing manager and expecting the birth of personal heroism. I hope that he can shout loudly. You can turn the tide and turn things around! In the war, without the fighting power of the army, only one commander of the light pole can defeat the enemy's heroes?! Or you just want to find a planning company, once and for all, even the marketing director is saved. When planning the aura When it was cashed in, the boss shed tears. No one blamed him. He could blame the decision maker himself.

The company or the dealer with a little bit of performance began to be blind and optimistic. With money, the previous hard times passed, so we must plan to enter other industries or expand operations. But first look at our own core competitive advantage in the end? Are there any establishments, how much market share does it have, whether the marketing team is stable, the management ability of the organization, and the ability to coordinate operations, and then consider other things.

I predict that around 2010, all the world-renowned wine countries will open up markets in China. Among them, French and Chinese companies will start a lot of cooperation. At the same time, the products of the five French wineries will all formally enter China. The products of other wineries are also separated. The distributors were found in various regional markets. France began to use “wine diplomacy” to expand its influence in the country through publicity and promotion, and became the national brand of choice for Chinese wine, which is expected to account for 5% of the market share. In addition to Italian wine imports into the country In addition to the original wines, one after another, finished wines are sold in the country. The first brands Unnit and other brands will increase promotion efforts, and promote their mainstream products of “affordable prices” across the country. Sales will exceed 50 million; Portugal Wine will be packaged in China as a whole, and its 120 domestic estates will open a “Portuguese national wine store” in China under the leadership of the Portuguese Empire Wines. Its Shanghai Grand Portuguese company will invest a lot of money. Integrate domestic resources to occupy the low-end market. Australian wines will cooperate with Chinese companies by way of brand equity. Superb marketing approach, and cooperation with several of China's most well-known large distribution companies, quickly launches the brand in the terminal, and uses the advantages and promotion advantages of Chinese distributors to quickly establish their own market advantages. In addition to becoming an important Chinese wine, Chile In addition to the original wine exporters, with this convenience, well-known brands will surely take a ride and bring famous domestic brands into China. The United States, Argentina and other countries have also waved their arms to enter the domestic market. Not to mention Spain, not only has it expanded China's sub-assembly line will also enter the terminal market in a joint venture with Chinese brands. Domestic companies will have no time for consideration in the case of internal warfare. In the end, only good big brands can resist, and many small and medium-sized enterprises will face serious problems. crisis.

The tree wants to be quiet but the wind is not there. The crisis of wine is not imposed on us by others. Chinese companies want to hide and hide. It is better to follow the Mao Zedong's proposal: to be honest with the whole market. Prepare for the worst situation, rather useless, unavailable and unprepared. China's wine companies, ready to do "winter" preparation!

Only innovation can break through

In fact, there are many roads on the ground, and there are no more people left. After years of development in the wine market, although there has been considerable development in production and sales, it is generally in a slow state of development. From 200,000 tons to 430,000 tons, the apparent number has increased a bit, but we have spent 10 years. Although the future increase will be faster, but compared with the rapid development of the domestic economy, and per capita income The rate of increase is much slower. In recent years, due to the bright future of the industry, it has attracted many capital from outside the industry. This is a sign that the industry is getting mature. However, the performance of capital outside the industry in recent years is not exhaustive. Ruyi. From the brand point of view, or "the youngest" occupy the upper hand, new brands in addition to the stable development trend of Wei Long, the other are not a good performance. And Chang Yu, the Great Wall, Dynasty's three brands in the market performance It is also unsatisfactory.

Changyu’s culture is the most profound, and its brand value is also the largest. In the promotion of recent years, its brand culture of a hundred years has performed quite well, and it has also adopted innovative marketing methods. At the same time, it has also done a lot in promoting wine culture. Work, especially for the dissemination of their own wine culture made a lot of efforts, but also innovation in corporate and product innovation, worth noting. But the brand positioning is still blurred, the brand personality is not clear enough, resulting in the brand is not enough in the dissemination " "Live" can not be passed to the consumers with a clear appeal. The Great Wall, as a flag of Chinese wine, has continuously been innovating products and images in recent years. Especially the product innovation of the Great Wall of China is more commendable, and it has also made great development for the Great Wall. Big contribution. But because of the background problems of the company, some of the energy was put into the internal integration. The three parent cities are competitors among each other. In a sense, they have the function of promoting each other, but they also attack each other in the terminal. Invisibly weakened the competitiveness of the overall brand, but also breeding a lot of fake and inferior hotbeds. At the same time, "Great Wall" brand image shaping To vigorously strengthen, brand building and marketing promotion appear to be insufficient stamina. If it is not for many years, it may already be facing a serious crisis. The history of the dynasty is very good. The original joint venture did allow it to obtain a lot of competitive capital, especially in 2000. In the past, the dynasty’s market was very influential. However, with the further development of the Great Wall and Changyu, the market competition of particularly rising stars such as Veyron, Xintian, etc. had greatly affected the market of the dynasty. But the problem lies with the dynasty itself. The old-fashioned market strategy and the backward branding awareness of the brand market led to the embarrassing situation of the dynasty market. It seemed as if it was lost in the air and it was at a loss.

In fact, for the current market, the Chinese market and Chinese consumers are not mature. Looking at the brands that have really developed in recent years, they have made breakthroughs because of “innovation.” From the performance of many companies, such as the dynasty, The rise and creativity have a direct relationship with the cooperation of Remy Martin. Chang Yu’s awards for several of the original products and the development of the “Red Cabernet” in recent years, Custer’s cooperation, and winery construction are closely related. The Great Wall is also related to the successful development of its first dry wine in China, the development of high-end vintages, the introduction of the concept of production areas, the innovation of special targets, etc. And Veyron precisely grasped the opportunities for sweet wines in the market at the time. And innovation in bottle type, price, and marketing means has laid the foundation for development. Many brands in the backwards have not done enough on the "innovation" point. The product quality of Xintian is not worse than that of other big brands. Marketing is also very good, Shangri-La's image is better than all brands, Maotai, Wuliangye's mother brand value is high, channels and dealers are also obvious advantages, funding is not missing, but it is still difficult to develop . The bumper harvest has been in Beijing for decades. The image has always been relatively backward, and the market has always been ambiguous. There are many basic reasons for this, and the most important one is that it is not enough to facilitate the innovation process. Innovation does not mean that it should not be solid. Market implementation, this innovation is not untimely innovation, but can really guide the market's innovation. It can be said that if a company wants to stand out in the fierce competition, it must be based on innovation in order to achieve success, especially the "product Innovation and Marketing Innovation.

In the future market, if the three brands do not innovate well, they will still be overtaken by other brands. And all the latecomers who want to stay in the market must have sufficient capital. It is not how much money you have but what kind of money they have. Innovative ideas"!

Talents who understand foreign languages ​​have greater development

This conclusion is somewhat "biased," but I think it is right. Wine is world-wide, and wine in China is a "poor product." On the one hand, the future world is getting smaller and smaller, especially with technology and economy. Development, whether or not there is intercommunication between countries, makes the entire industry integrate with each other, and the wine industry in developed countries abroad is far more developed than us, and foreign companies and brands will also enter China in large numbers in the next five years. The Chinese have always had a "paradox": Since we think that we are the main body, foreign businessmen should learn Chinese. In fact, English has become a "quasi-universal" language in the world. Although we admit that there is a national culture problem, we actually It can be quite generous. At present, China's factory in the world, foreign countries see our low-cost labor. Our workers only care about production. It is impossible to involve upstream and downstream. As for what is produced, what is going on? Compared with India, our competitiveness is very worrying. The main language of India is English. They have more contact with the outside world than we do. Our staff This book cannot read English and cannot understand the world situation effectively and timely. The status quo of Chinese culture may be more powerful than the Chinese and even more objective than the Chinese, and our research on foreign countries is rare. For example, our company Personnel and market practitioners can only look at several old-fashioned wine networks if they go to a professional website. These websites are not truly powerful enterprises. Most of the published contents are copied and copied by each other. Although this is not an exaggeration, if the English level of our staff can understand English, we can directly understand the market conditions in the world. Secondly, the integration between China and foreign countries is getting stronger and stronger, and only those who know foreign languages ​​can Communicate better.

Terminal is difficult to win, defining consumer value will become the key

The simmering end of winning has been active for several years, and there are still many companies and individuals who are still screaming about it. In fact, any marketing doctrine and marketing theory has its limitations. Whether it is the school's continuous summary and promotion, or the actual warfare faction. Accumulation of experience and application of innovation, we should not easily be different. Because each argument has its reason, the key is to pay attention to its premise.

At present, successful companies and distributors in the Chinese wine market have their wisdom side and their forward-looking perspective. However, there are also some mistakes. Those who are truly capable can not be bosses. Ours Some of the bosses had to be forced by the “forced” situation. They are already facing death. What are I afraid of? Although the cats do not have dead rats, only good luck will not guarantee that you can Let's win! So, although the company can grow big, the market can develop, but the waves are so clean and the rest are few.

First of all, the use of terminal winning strategies requires a good industrial background. Only a thriving and flourishing industry can make terminal winning more powerful; Second, there must be product support. Without a strong product foundation, terminal wins are destined It is short-lived. Third, whether the success of the terminal can be achieved depends on the characteristics and strategies of the channel. Like the current layer distribution system commonly used in the wine industry, it is difficult to achieve the effect of terminal winning; the fourth is the ability of system organization and management. There is not one The systematic organization and management of collaborative operations, the terminal success can only be on paper.

Many of our companies and distributors did not notice the above situation. The final competition was only the display of the terminal who was beautiful, who had more products on the shelves, who had a good level of product placement, who did a good job, who's promotion Strange and so on, even so, the effect is also ideal.

Terminal winning is indeed very important, but it is only one aspect of overall marketing. Many of our small and medium-sized enterprises, even a decent sales department, marketing department are not, how to talk about terminal winning? Our dealer system is not really flat , Layered dealers, who will go to work hard to do the terminal? Terminal wins on logistics and cash flow requirements are high, those cash flow and logistics are not enough dealers how to win the terminal? The company has its own ability to operate the terminal, This is very important. Therefore, if there is no efficient operation of the value chain, then winning the terminal is basically nonsense!

Dealers operating a brand are more concerned about how much they can directly profit, what is the marginal effect, and how much risk they need to bear? In this case, the focus is on what the company can offer and how much money the dealer can earn. where?

There is currently no truly recognized brand because our brand culture has not impressed consumers. There is no inevitable link between how consumers buy products and how good the quality of the products is. Like cigarettes, smokers know that it is harmful. However, because it can give him other aspects of value, so take care of; drinking basically know that wine is good for health, but you have to drink beer to drink. We admit that product attributes are valuable to consumers, in some special products The above is decisive, but for wine, what is more important is how to define the value of the consumer. Only by focusing on the value of the consumer, the brand promotion strategy thus formulated is more effective, and can gradually establish its own core competitive advantage. Only then can we truly achieve fundamental development.

Changli, Yantai production area will face crisis

This is by no means an alarmist. In the new year of 1998, the poisoned case of poisoning in the country in Shuozhou, Shanxi province resulted in 220 patients being hospitalized. Among them, dozens of people were disabled and disabled. 27 people died after being rescued. The incident of counterfeiting caused great damage in the country and even in the world. The influence shocked the top government figures. The most direct victim was the Shanxi liquor industry. In 1997, there were dozens of small wineries in Tonghua City. By 2001, the number of small wineries had grown to more than 200. 2002 On the 1st of the month, CCTV's “30 Minutes on the News” program exposed the illegal behavior of some small wineries in Tonghua City with the use of water blending to produce inferior wine. Tonghua’s wine image has been faltering in the country since then. In 2005, Guangzhou “5·11” The case of poisoning is probably still fresh in people’s memory. Although the dust settled, it eventually led to 14 deaths, 10 serious injuries, 15 minor injuries, and a major tragedy of 16 minor injuries still awake people.

Both Changli and Yantai are well-known grape producing areas in China, and most of their surrounding wine production enterprises are also under the banner of the entire production area. Yantai is the earliest country to obtain the protection of the origin of the wine. Yantai's traditional production areas are mainly distributed in Penglai. , Longkou and Fukuyama counties and cities. In 1992, when Zhangyu Company celebrated its centennial celebration, Yantai was awarded the “International Grape and Wine City” by the International Wine Organization. At the same time, Weilong, Huadong, Yantai COFCO Great Wall and other enterprises also Rapid development has made the Jiaodong Peninsula one of the largest wine producing regions in China. The grape industry in Penglai has also seen great development in recent years. At present, there are 35 wine production enterprises in the city and the grape processing capacity reaches 40,000 tons. COFCO, Tianjin Dynasty and other well-known domestic enterprises have invested in Penglai.

In June 2004, “Changli Wine” won the protection of products originating in the region. This is the second wine region in China after Yantai wine, which has been protected by the country of origin. The total number of grape wine making enterprises in the county has reached 24, and the wine year With a production scale of 66,000 tons, it has become the largest dry red wine and dry red wine production base in the country. Changli has a history of viticulture of more than 300 years and is known as the hometown of flowers and fruits and was awarded the “Hometown of Chinese Wine Grapes”. , "China Dry Red Wine City" and other titles.

These two producing areas are currently the major producing areas of Chinese wines. Regardless of the scale, history, and production value of enterprises, they all play an important role. If the production areas are properly enlarged, and their surrounding businesses are, it will be more important in the country. However, the following problems exist that will make these two producing areas face crisis:

1, management issues:

Is it true that all production companies can produce according to the standard? The products produced are in line with national and international standards? This problem does not seem to be a problem because our enterprises have obtained production licenses, all have health inspection and quarantine certificates, and even many have Passed the ISO9000, 14000 and other international quality and safety certifications, but the need to arouse the local government's vigilance is: The more this type of environment is more prone to fishy phenomenon. Our executive department, management department at the time of issuing the certificate is not any omissions ?即便是真没有,那么也不能保证企业不造假.我们的检查要多长时间一次?怎么检查的?按照常规推测,弄虚作假的现象,人浮于事的现象存在的可能性极大.日复一日,年复一年,习惯成了“惯例”,常规成了“标准”,恶性循环就出来了.“马后炮”是中国多年的传统,“不到长城非好汉,不出问题心不甘”,与其出问题时总结,不如把问题扼杀在摇篮里.

2,质量问题

质量问题主要有两方面值得警惕:一是酿造过程中的质量把控,二是原酒勾兑.酿造中的质量把控包括从葡萄酒收购开始.现在的葡萄种植不可能不上农药,许多企业收购葡萄酒直接破碎进入发酵罐发酵,一是省事,二是赶时间.很多农药都随着葡萄一起进行发酵,这也是有些企业不得不购买国外酵母进行推动发酵的原因,因为我们的酵母已经没有能力发酵了,可见农药之厉害.农药的残留及物质转化虽然也符合国家标准,但隐患很多.其次就是直接从国外进口原酒然后直接勾兑的,这并不能保证有害物质的侵入和转化.更严重的是,如果为了节约成本,往酒中加其他的物质,后果可想而知.

3,模仿长城

这些产区都有一些企业从公司注册开始就进行假冒.例如注册长城华夏中粮等等公司都很多,而且是在香港注册,所以明目张胆.更多是直接设计成可以和长城品牌商标相混淆的商标,例如都有长城图案,只不过不同表达而已,但很象.同时模仿一串有些相似字母的英文名称,从远处看就是长城,从近出看也象长城,对于不明真相的消费者来说,便会十有八九误认为是长城.这些企业要的就是这效果,也只有这种效果,才有可能销售出去.这种现象比较普遍,甚至是公开化的.每年的糖酒会上,我们都能发现明目张胆的许多企业运用这种方式.

4,贴牌问题

有些企业经过几年经营,发觉做品牌太累,而且也很难做起来,就干脆只做贴牌.而有些企业从一上来开始就只做贴牌.贴牌的很多生产企业属于“来者不拒”类型居多,只要你要的类型,我们基本都有,往上的,可以进口好原酒;往下的,只要喝不出人命来都可以生产,这难免会乱.

现在,只要有关系,很多事情都好办,在中国不是葡萄酒的现象,而是国家现象.所以我们的奖牌可以花钱买,证书可以花钱买,认证可以花钱买.这就带来一个非常重要的问题:这种现象的存在就不可能保证假冒伪劣的没有,假如有一天,昌黎或者烟台的某家企业或者某个品牌被查出问题,影响的将不但是一家企业,而是整体产区;受害者不是一家企业,而是中国葡萄酒!

高端品牌必将崛起

奢侈品在国际上被定义为“一种超出人们生存与发展需要范围的,具有独特,稀缺,珍奇等特点的消费品”,又称为非生活必需品.箱包类的全球顶级品牌路易•威登,曾是拿破仑皇后的专宠.夏奈儿,迪奥,纪梵希,欧米伽等品牌旗下更是拥有诸如戴安娜王妃,麦当娜,奥黛丽·赫本,舒马赫等众多国际重量级人物.《福布斯》杂志凭借每年对世界与中国富翁的排名在商业界颇有权威性,在2005年的奢侈品牌的排名中,国际顶级烈酒品牌绝对伏特加在排行榜中独占鳌头.

全球第一大奢侈品集团——法国LVMH集团由于看好快速增长的中国经济,该集团旗下的高档连锁箱包店品牌“路易•威登”已在中国开设13家分店.2006年在上海和深圳开幕的奢侈品展览会,成交额都出乎意料.奢侈品是一种现象,是一种生活态度和生活主张,不同的人有不同的活法,社会就是由一个个的“圈子”组成,奢侈品的就是富人的圈子,有钱人的游戏,这个游戏不但经久不衰,而且愈演愈烈.

奢侈品品牌是靠梦想来支撑的,追求的不是简单的“赢利”概念.在社会中,奢侈品包罗万象,已经深入到各个行业,严格地说,奢侈品是给小众服务的,其影响的也是小众的圈子.但因为“人性”的特点,“炫耀,尊贵,满足”等需求心理,使得奢侈品也必须在圈子里外都有所体现,正因为广为人知但很多消费不起,才更加显得珍贵.目前每一个行业都有奢侈品的代表,从化妆品,服装,汽车,手表,皮鞋乃至打火机,它不是一个物质属性,而是精神属性.

喝酒往往喝的不是酒本身,而是喝的一种品位,一种格调,它是一种生活态度.所以酒这种产品是非常注重品牌价值体现的,而奢侈品的酒品牌将是它的极致.从目前看,基本都选择的是世界知名酒庄的珍藏品或者国外的知名品牌.而从国产品牌来看,还不能满足需求.一方面是因为中国毕竟是葡萄酒的“落后国家”,象法国等葡萄酒强国有着先天的优势;另一方面和国内的品牌打造也有关系.打造奢侈品的酒类品牌,不能用大众化手段,它要求的是“细节”和“稀有”,从里到外的“精致”,并且在传播中更多地使用“多拉少推”的方式,利用口碑传播,形成自己独特的价值主张.从目前国产葡萄酒来看,打造一个高档的酒类品牌不是一朝一夕能够的,但对象张裕,长城,王朝这三个品牌来讲,其实缺少一款真正能代表品牌的高档产品.可以预见,谁先开发出来,并在品牌运作上到位,谁就能抢占国产品牌的高端位置.但这个品牌不能再用原来的品牌名称,必须从新起一个副品牌,避开主品牌的大众化因素.

中小企业有50%以上将面临危机

中国葡萄酒生产企业约有400家左右.大部分是中小企业.这些企业虽然有的活得还算滋润,但总体活得都并不舒服.特别是在未来几年,将面临严重危机.

未来竞争越来越激烈,没有竞争实力的企业必将遭受淘汰.随着行业的逐步成熟,市场竞争的重点也越来越上移.过去单纯靠产品,靠广告,靠促销,靠模仿等可以生存的企业,必然面临危机.90年代以前是产品竞争阶段,一个好的产品,一个创新的概念可以引导市场,可以成功;2005年以前是品牌竞争阶段,大家都在树品牌,只有品牌树立就可以有市场;而来将会是在品牌竞争基础上的文化竞争,企业之间比的是品牌文化,他的要求更高,没有深厚的品牌文化根基,难以立足.

企业的经营应该每一个天都如履薄冰,随时感受危机的存在才能未雨绸缪,不断地在化解危机中发展.这种危机意识将决定了企业之路的长短.我们的很多中小企业每天看着自己的财务报表增长了多少,但不知道增长背后的隐患.今年新开了一个客户,多卖了5万箱,内心是一种喜悦,以为多赚了.每天大脑中考虑的是开发一个什么的产品才能多赚些钱,A代理商要一款7块钱的产品,我就给你开一块7块钱的;B代理商要一款6块钱的产品,我就开一款6块钱的产品,包装自己可以去做.我们的很多中小企业做了很多年,竟然连一个象样的销售队伍都没有,一个象样的内部管理机制都不健全,何谈未来竞争力?

从世界行业发展历史来看,一个不成文的规律是:一个产业的发展,由不成熟走向成熟,一定要由一批企业的生死来推动.最后的大浪淘沙,剩下的企业各具特色,分割市场的蛋糕.例如美国可乐的发展,最初至少有几百家相同的公司最后都死掉.中国当初的7大可乐也不得不在两乐面前低头,要么死掉,要么被收购.中国的汽车产业不得不和国外合资,目前市场上的品牌完全属于国产的寥寥无几.其间,众多品牌的倒下,为后来者敲响了警钟.市场是残酷的,市场从来不同情弱者.

葡萄酒是一个技术含量很高的产业,它不能脱离产品属性随意生产.先天的条件限制了企业的发展,例如企业绝大部分要分布在葡萄产区,不种植葡萄的地方出产葡萄酒很难被消费者接受.而未来大品牌将不断地进行市场垄断,目前长城,张裕,王朝,威龙四家企业已经占了行业总销售的60%以上,这一趋势还会越来越大.而二线的其他品牌凭借多年的基础也会拼命地进行根据地市场的维护和新市场的拓展,再加上国外品牌大量的涌入,未来势必会有2-3个国外品牌以高速成长来抢占一定的份额,那时,我们的中小企业的品牌将不得不缩小市场范围,不断地向三级市场扩展,随着三级市场的竞争越来越激烈,看来无处可逃了.巨头企业的不断扩大,将导致中小企业的日子日益艰难.

任何行业在同一属性的品产品中,消费者真正能记住的品牌不会超过5个,经常能记得的也就3个左右,我们的中小企业,请自己看看,我们能不能被消费记住?!

2-3年内将出现一次行业整体危机

中国葡萄酒行业象是在没有喷发前的火山,必将在未来2-3年内爆发,由此行业才能真正走向成熟.

鸡蛋有人造假,猪红是用无血有毒凝胶制成,海带子有毒,连肯德基也中了苏丹红的招.只要翻翻报纸,有关问题食品的新闻让人眼花缭乱.看到层出不穷越闹越多的问题食品,我们即忧心又茫然.忧心是因为不知道已经吃进肚子里的东西有多少是干净的,多少是问题食品,而且将来还会吃进去多少?苏丹红风波未平,世界卫生组织和联合国粮农组织又发布“丙毒”警告,然而“丙毒”的危害在中国还未引起重视.

葡萄酒是一种食品,安全问题十分重要.如果不是<新闻30分>的嚗光,我们是否现在还在饮用通化造假酒厂的酒?并还在自以为高雅?而那些造假的企业难道自己不知道吗?不可能!难道周边的企业不知道吗?不可能!难道主管部门一无所知吗?不可能.当前我国食品安全存在的主要问题概括为以下五个方面:一是微生物引起的食源性疾病是影响食品安全的主要因素;二是种植业和养殖业的源头污染对食品安全的威胁;三是食品生产经营中严重使用不合格原料生产加工食品的问题;四是食品工业应用新原料,新工艺带来的食品安全问题;五是环境污染对食品安全构成的严重威胁.

2006年,某杂志报道了对河南一县市售葡萄酒卫生状况的调查报告,方法是采用液相色谱法抽查39份葡萄酒,对其添加剂使用情况进行了检测.结果39份葡萄酒合格率仅为28.21﹪,其中全汁葡萄酒合格率为40.91﹪,非全汁葡萄酒合格率为17.65﹪.结论应建立完善的质量标准体系,加强卫生监督管理和加强企业自身管理,以确保葡萄酒的卫生安全.

<<中国卫生监督杂志>>2003年某期对浙江一城市市场销售的葡萄酒进行了色素及甜味剂使用情况调查.调查的45份葡萄酒合格率仅为26.67%.2006年国家质检总局在一份发布的葡萄酒产品质量监督抽查的结果上显示:一成多葡萄酒产品质量不合格,产品抽样合格率为88.5%.此次质检总局共抽查了北京,天津,河北,吉林,上海等12个省,自治区,直辖市78家企业的78种产品.

葡萄酒属于发酵酒,国家强制性标准GB2760-1996《食品添加剂使用卫生标准》中明确规定:发酵酒中不得添加甜味剂(糖精钠,甜蜜素),不得添加合成色素(苋菜红,红米色素).抽查中有个别产品检出甜味剂糖精钠,甜蜜素和合成色素苋菜红.葡萄酒中添加甜味剂,会影响酒的真实属性,降低葡萄酒的品质.

无需再举例子,你翻翻报纸,上上网,我们的质量安全问题有多少?它不是一个企业的现象,已经是一个行业现象,甚至成为内部的潜规则.今日,国外已经发现了很多葡萄酒中含有的不良物质,其中有关机构正在调查,虽然标准有所不同,但结局将会一样.中国葡萄酒企业,在利益的诱导下,恐怕依然会熟视无睹.

5年内,将由2-3个国外品牌占据前10的位置

在前面的表述中已经列举了众多国外品牌正在大举进军中国市场.殊不知,这是其中一小部分.单单法国,意大利,西班牙,澳大利亚,美国五个国家就至少有上万家规模经营的葡萄酒生产企业.无论在酿酒理念还是产品质量,产品特点,都不是国内企业所能比拟.其中有些企业的产品非常具有竞争力,产品不但口感,色泽乃至包装都非常抢眼,其中某些产品已经具有几十年甚至更长的历史,获得了国际多次大奖,并已经在某些国家或地区畅销了很多年.这些酒目前还都没有进入中国.一旦进入,必将对国内葡萄酒产生强大的冲击.同时,关税将进一步降低,其他方面的税收也将逐步放低,而原本这些国外优质的产品,在国外市场上的价格并不高,随着税收的不断走低,这些企业的产品价格优势日益明显,消费者对葡萄酒的认识越深入,便越会增加对国外葡萄酒的信赖感.

未来5年,这些国家的葡萄酒主要品牌都将进入中国,他们不是不懂中国的“玩法”,只是在思考是否符合自身的品牌文化.而一旦它们想出手,必将产生强大的竞争力.据悉,澳大利亚的黄尾袋鼠运用“蓝海策略”成功地进入美国市场后,在短短的3年时间便获得了巨大的成功,成为第一品牌,年销售量已经达到400万箱以上.其负责人不止一次地提到过中国,他的意思是进入中国还没有到时候.他们觉得中国的市场还不够规范,特别是还没有一家大经销商具备和他们合作的实力,但已经在秘密地筹划.可想而知,一旦他们运用独特的手段和策略,加上物美价廉的产品和优秀的品牌形象,国内有多少企业能抵挡?西班牙的雪莉酒历史悠久,产品深受欧美国家喜爱,连莎士比亚都情有独衷,他们已经在上海设立了“品牌管理机构”,正在积极拓展市场.葡萄牙的马斯凯特地区的葡萄酒,一直被英国等国家的人们所喜爱,已经畅销了几十年.世界上的好酒多之又多,只是我们了解得太少了.

未来市场上的葡萄酒,将会形成高档葡萄酒看法国,中低档葡萄酒看澳大利亚,西班牙,意大利的局面.在产品上也会形成高档品牌选择法国知名酒庄的品牌,中低档品牌选择其他国家的“半干型,半甜型”的葡萄酒的局面.半干型,半甜型葡萄酒因为其适口性很强,必将深受普通消费者的喜爱.人们不再讲究为什么要喝,必须怎能喝等问题,而这种观念的更新将大大有利于国外大众化品牌的发展.

品牌力决定发展空间

目前中国葡萄酒企业格局依然是“老三样”统领市场,二线品牌力争上游,三线品牌苦苦挣扎.从企业的市场整体表现看,更多倾向于终端操作,而在品牌建树上显得意识比较落后,手段不足.在市场初期,终端操作得好会起到立竿见影的效果,但随着市场竞争越来越激烈,企业的发展也迎来了瓶颈.这个瓶颈可以总结为企业理念问题,文化问题,战略发展方向问题,差异化定位问题,执行力问题等等,很多方面都是原因.但我认为真正的原因来源企业品牌的形象塑造.

品牌形象塑造的核心首先要归结为企业的品牌定位.对葡萄酒企业而言,企业的战略发展方向其实是明确的,但在品牌的定位上却很模糊,至少在市场上的表现是这样的.我们的企业品牌,几乎都在诉求“产地,品种,原料,工艺,历史,文化”等等.这没有错误,但不应该将此作为所有的核心.上述这些条件,是酿造好酒的前提,但绝对不是“消费者购买的理由”,消费者真正关注的并不是这些.我们要深究品牌个性的购买动机,从而明晰品牌个性,让品牌个性赋予消费者一些逼真的东西,这些东西会超越品牌定位.品牌个性也使品牌在消费者眼里活起来,这些元素能够超越产品的物理性能.

品牌是什么与不是什么非常重要.如果我们将每一个品牌放在一起比较,就会发现有很多是共性的东西,个性却很模糊.这也是造成每一个品牌都有自己的强势区域的主要原因.因为个性不突出,真正比拼的更多的是谁的代理商厉害,谁的市场推广力度大,谁的客情关系好,谁的终端陈列好,谁的促销做得好等.所以,说我们的品牌在某某地区强势,往往并不是因为我们的品牌形象建设得多么到位,更多的是因为在这个地区的市场资源有优势,品牌之间比拼的是促销力度.消费者对品牌的认可,也更多地建立在终端的推动方面.

品牌主张是一种市场承诺,它极力在满足人们的某种需要.我们从品牌主张和品牌形象的关系上讲,品牌形象的建立在很大程度上依赖于品牌主张的诉求.成功的品牌传播必须遵循一条原则:就是不可背离品牌的核心价值主张.纵观国际成功的知名品牌,无一不是如此运作.可口可乐的时尚进取的核心精神品牌主张永远不会改变;舒肤佳的核心价值主张是“除菌”功能,“一切为了家人健康”成了目前市场传播的主题语;佳洁士的核心价值主张“防止蛀牙”,其每一则广告都围绕这一主题展开;万宝路的粗犷,豪迈的拼搏精神,一直延续了50多年仍显无穷魅力;“人头马一开,好事自然来”是人头马的品牌主张,它给人们带来的品牌形象就是“如意,吉祥”的酒.诸多例子举不胜举.

对葡萄酒品牌来说,一定要提出某种主张,明确核心价值.我们的一切市场行为都应该仅仅围绕核心价值主张来演绎.品牌主张其实是消费者主张,只有准确的品牌主张才能和消费者发生共鸣.其中主要表现为情感营销和感召营销.情感营销是品牌个性的表现手法,也是品牌在创意及执行过程中表现出来的一种手段.通过新颖,形象的创意思路,通过丰富多彩,生动的执行手段来演绎品牌的风格,表达品牌的主张,达到与消费者沟通的目的.情感营销的核心是吸引消费者的参与,并借参与产生互动,让品牌感受消费者的感受,让消费者感受品牌的感受,从而促使消费者接受品牌所传递的信息,并产生消费的兴趣.品牌互动更多地和消费者进行互动,这要更多地使用公关手段.感召营销将充分利用人与人之间的口碑相传,将品牌地位进一步树立,形成一种潮流,一种风向,从而产生更大的购买力.

未来只有真正懂得品牌运作的企业才会有更大的发展前途.

预测什么都不是.我们自己是什么最重要.

在葡萄酒的发展中,任何企业都要明确“我是谁”!我无意攻击任何企业,也无意去做没有根据的肆意评说.真正我所希望的:正式现实,直面自己!

预言有多远,也许我们就真能走多远!