First of all, the power of the market.
Quantitative change produces qualitative change. In the environment where products tend to be homogeneous, the strength of the game depends on the breakthrough of quantity. From a macro point of view, the overall competitive strength of China wine to participate in the international market competition is bound to come from the scale strength base of its market.
China's grape planting area ranks first in the world, and the wine grape area is also in the forefront. In 2005, the total planting area of wine grapes was about 46.6 thousand hectares, the orchard area was about 34.3 thousand hectares, and the total output was about 480 thousand tons. According to the national grape and wine development plan, the national wine grape planting area will reach 66.67 thousand hectares by 20 10 and 100 thousand hectares by 20 15.
In 2005, the wine production in China was 434,000 kiloliters, and the sales revenue exceeded 654.38+0 billion yuan for the first time, reaching 654.38+0.023 billion yuan. In 2006, the total output of wine reached 49,565,438+1100,000 kiloliters, and the sales revenue was1295 million. In 2007, the output was 66,565,438+100 kiloliter, and the sales income reached1468 million yuan. The annual growth rate is at the highest level in the world.
In 2007, among the total sales of the world wine industry of 654.38+000 billion US dollars, the total consumption of China occupied a large proportion for the first time. At present, France and Italy are the largest wine consumers in the world, accounting for 65.438+02.7% and 65.438+02.6% of the world wine market respectively. Followed by the United States (1 1. 1%), Germany (10.3%), Britain (5.4%), Argentina, Spain, Russia, Romania and China (2.2%).
In addition, the scale and number of enterprises are expanding, and the number of brands is increasing year by year.
China wine has a history of 100 years since the birth of the first industrialized winery, with the fastest development in the last 20 years. According to statistics, there are more than 500 wine production enterprises in China, which have formed first-line brand enterprises headed by Changyu, Great Wall, Dynasty and Wei Long. Second-tier brand enterprises, mainly Yunnan Red, East China, Longhui, Beijing Fengshou, Mogao in Gansu, Helanshan in Ningxia, Tonghua in Northeast China, Changbai Mountain and Xintian in Xinjiang, are mature in terms of production capacity, technology and equipment. In addition, many wine enterprises have basically reached the international quality standards and passed the certification, and formed brand clusters in Yantai, Penglai, Shandong, Changli, Huailai, Tonghua, Northwest Gansu, Ningxia, Xinjiang, Yellow River Ancient Road and Southwest China. There are many enterprises engaged in wine sales, including imported wine agents, producers and sellers are cultivating the market. From large-scale industrialized production enterprises to small-scale refined production enterprises, from national agents to regional distribution to terminal sales, a complete and huge industrial system has been formed.
Second, brand power.
Brand strength is the combination of comprehensive strength of enterprises and the ability to accurately position products, not just the image display of advertisements.
1. In terms of brand positioning, wine brands have always followed the international mainstream, mainly including grape concepts (such as Cabernet Sauvignon, Cabernet Sauvignon, Cabernet Sauvignon, etc. ) and the concept of year (such as Changyu Cabernet Sauvignon 1994, 1998, 2000 Dry Red; Dynasty 1992,1998,2000 dry red; Xintian series vintage wines, etc. ), the concept of origin (manor wine, winery wine, Portuguese Garden A, B, V, S, top ten wine producing areas, etc. ), tree age (tree age wine series of Shangri-La Wine Co., Ltd. and Yunnan Red Wine Industry) and so on.
In addition, Changyu, Dynasty and Great Wall have always been the main brands in the middle and high-end wine market, but after nearly two years of strategic adjustment, they basically gave up the middle and low-end products and left the market space to many small wineries with low operating costs and flexible business models. For example, Zone A of Huaxia Portuguese Garden, Starlight Great Wall, Golden Manor and Dingjun Winery of the Great Wall constitute the "Great Wall Firewall" of the high-end series of the Great Wall; Changyu has also completed the high-end layout with Castel Winery, Golden Ice Valley, Effie Castle in Beijing and Changyu Kelly Winery in New Zealand.
2. The comprehensive strength of regionalized products. "Seven-point raw materials, three-point technology" once again shows that good grapes are the foundation of brewing good wine. The climate and soil of the top ten grape producing areas in China are different, and the grapes show a unique style. Xiyu Shajiu and eastern coastal wine, which are located in the golden growth zone of wine grapes at 40 ~ 44 degrees north latitude, are the key wine producing areas in China. Among them, Xiyu Shajiu, which originated from "natural sand brewing" and "zero pollution producing areas", is full-bodied, mellow in taste and rich in Cabernet Sauvignon. On the eastern coast, the tradition of "Bilang Jinsha" and intensive cultivation has bred high-quality vineyards with balanced wine quality, soft taste and rich snake dragon balls. Due to the unique cold climate in Northeast China, grapes have been endowed with the ability of cold resistance and freezing resistance, and mountain wine with China characteristics has been formed, which makes it possible to produce ice wine on a large scale. The unique plateau climate in Yunnan has formed the unique style of rose honey and crystal grapes, with long growth period, early maturity and low planting cost. In particular, they have a unique and rich fragrance, and can brew excellent and delicious red wine, which is suitable for fresh drinking and very suitable for Chinese people's drinking taste. Brand products represented by Yunnan Red and Shangri-La Tibetan Secret appeared.
3. Product structure. In the product structure distribution of wine in 2007, full juice wine was the main product, and dry and semi-dry wine accounted for more than 50% of the total. In dry wine, dry red accounts for 80% and dry white accounts for 20%, so the structure of Chinese wine tends to be reasonable.
4. Enterprise strength. Among the more than 500 wine enterprises in China, they can be roughly divided into three categories: one is the old wine production enterprise headed by Changyu; Second, other wine producers or other industries switched to producing wine; The third is the coastal imported wine filling enterprises. Despite the rapid development of the industry, small and medium-sized enterprises (with production capacity below 1 10,000 tons) account for as much as 80%. At present, enterprises with a production capacity of over 10,000 tons include Changyu, Dynasty, Great Wall, Wei Long, Fengshou and Tonghua, among which the Great Wall, Changyu and Dynasty are divided into three parts. In 2006, the total market share of the three giants reached 52%, and the total assets accounted for 32% of the whole industry.
5. Product strength of category innovation. For example, new wines, such as cactus dry red from the Sino-French joint venture company in Cartas, Anhui Province, pomegranate dry red from Huaiyuan, Anhui Province, and dry red from the wild grape cave in Northeast China, also reflect the China characteristics of wine on the one hand.
6. Brand image power. Domestic wine industry has also accumulated a lot in advertising communication and public relations activities, especially driven by the market of several major brands, which makes domestic wine brands far more famous than imported wine brands.
Third, technical strength.
At present, the wine-making technology and technical level of China wine enterprises are in step with the world. Whether it is Changyu, Dynasty, Great Wall, or many unknown small and medium-sized wine enterprises, brewing equipment, brewing technology, raw and auxiliary materials and so on. In line with the international situation, most of them have imported the most advanced equipment, technology and auxiliary materials from abroad. For example, Huaxia took the lead in adopting new inorganic filtration technology in China and introduced the most advanced high-tech environmental protection roll cross-flow filtration equipment of Dolis company in the world. This process equipment not only reduces the energy consumption of wine during processing, but also further improves the quality of wine.
It can be said that domestic wine is close to or equal to the international level in technology and equipment. Moreover, leading brands such as Changyu, Great Wall and Dynasty have gradually cut into the international wine market, and acquiring or participating in foreign wineries is to obtain world-class technology and equipment in one step.
In addition, the only wine institute in Asia, Northwest A&F University Wine Institute, is one of the largest wine professional institutions in the world. At the same time, many agricultural colleges and universities in China either set up wine engineering disciplines and wine research institutions, or jointly trained high-quality winemakers with enterprises, which laid a talent and technical foundation for the scientific and technological progress of China's wine industry.
In terms of technical specifications, the system of laws and regulations is becoming more and more perfect and gradually in line with international standards. Since 2003, the state has officially abolished the standard of semi-juice wine and prohibited enterprises from producing water-containing wine. This means that the wine industry has taken another big step towards standardization. The Code has detailed and systematic provisions in many aspects, such as defining and explaining grape juice according to three categories: grape juice, concentrated grape juice and caramel grape juice. Special wines are also defined according to liqueur, ice wine, mountain wine and other 10 categories, and in many places, it is the general trend to meet the international standards with the standards of the International Grape and Wine Organization. The promulgation of this standard will promote the orderly competition and healthy development of the wine industry.
The new standard formally implemented in 2008 was formulated with extensive reference to international wine standards. As a mandatory standard, the description of grading based on sugar content and sensory grading evaluation has been added, which will strongly promote the internationalization of China wine. Among them, the clarity of concepts such as year, variety and place of origin is also a long-awaited standard for enterprises.
Fourth, market expansion.
The market expansion ability of an enterprise is the most objective expression of its competitiveness, because market expansion is not only a strategy, but also backed by capital, and only the effective combination of the two can produce good results. The most direct and objective sales opportunity comes from the consumption opportunity provided by the channel terminal. In other words, the ready-to-drink market of catering terminals includes night channels, occupying an important share of the alcohol consumption market.
According to industry average statistics, restaurant channels (including night shows) account for 5 1%, and retail channels account for 49%. In retail channels, supermarkets and hypermarkets account for 55%, and the rest are liquor stores. Among the three leading enterprises, Great Wall and Dynasty are mainly catering channels, accounting for more than 55%, while Changyu is stronger in the retail market, with Shang Chao accounting for more than 55%.
Wine is a fast-moving consumer product, and there is little difference in product functions, attributes and technologies, so market ability and channels have become the key success factors, especially channels. Judging from the operating expenses of the three leading companies in the industry, in recent years, the three major companies have spared no expense to invest heavily and constantly learn from some successful marketing models of liquor. Their sales expenses account for nearly 60% of the total sales expenses of the industry, thus establishing the market dominant position of Chinese wine in terms of channels.
After inheriting the advertising tradition of China Liquor, China Liquor returned to rationality in the face of this brand-new cultural product. In view of the product characteristics of wine, while maintaining the traditional circulation channels, we should cultivate consumers' loyalty through vigorous channel innovation and more experiential marketing.
1, online direct selling: For example, online wine ordering and marketing modes in Guangzhou, such as wine networking, tobacco and alcohol online, have become
New model of liquor sales in modern cities.
2. Club mode: For example, Xingman (International) Wine Club is jointly organized by China Fashion Association and French Guangdong Association.
A wine club that aims to explore wine culture and fashion and taste life. There is also the Lille Hotel, a business club that only sells Spanish red wine.
3. Wine franchise stores: Guangdong Junde Wine Industry, Long Fu Wine Cellar and Mingdian Wine Industry only deal in imported wine.
4. Collection investment channels: With the influence of international wine collection investment boom, China has also begun to rise. For example, in 2007, Changyu Effibert International Winery, which was built with an investment of nearly 200 million yuan, officially opened, and the first batch of China wines, which attracted much attention from the industry, was introduced to the market simultaneously. Its Effibal Winery only sells 100 barrels of 2006 vintage wine, which will be sold out soon. Changyu Effiber's vintage wine has triggered a wide discussion on the collection and investment in China wine market, which has attracted more wine lovers and investors to focus on wine.
The image power of verb (verb's abbreviation) internationalization
Going abroad to earn foreign exchange in the international market is also one of the manifestations of the competitiveness of Chinese wine enterprises. On the basis of satisfying the domestic market and facing the higher profit space of the high-end market, we need to win through the international market. Therefore, it is inevitable for bigger and stronger enterprises to enter internationalization.
To cut into internationalization, it is necessary to realize the docking of internationalization standards. In product innovation, we should cater to the taste and nutritional needs of the international market. For example, in 2006, China's Borenburg organic wine became the first China-owned organic wine brand to enter the French market with its unique ecological concept. Moreover, cactus dry red wine, a Sino-French joint venture of Cartas Wine Industry in Anhui Province, has become a China brand from the international market to the domestic market through its unique nutritional concept.
In addition, capital-based internationalization is also the mainstream mode to enter the international market, such as setting up factories or participating in shares abroad.
Since Great Wall Wine became the exclusive wine supplier of Beijing 2008 Olympic Games, the brand-new "People's Olympics" strategy and three Olympic plans were officially launched in 2007, which further enhanced the recognition of Great Wall Wine in the international market from three aspects: brand promotion, quality guidance and cultural promotion, thus driving the wine industry in China from quantitative change to qualitative change. On the other hand, the official opening of Dingjun Winery is undoubtedly an important strategic move to enter the high-end market and enhance international competitiveness.
In addition, in 2006, Dynasty successively signed strategic cooperation agreements with the world's largest wine equipment manufacturer, Italy's Bedolaso Company, the world's largest oak barrel manufacturer, Saint-Goan Company, the third largest retailer in Europe, Germany's Metro Group, and the largest wine distributor in Europe, France. In 2007, the dynasty further showed the great advantage of "strong alliance". Signed a strategic cooperation agreement with Aolian Company, which is controlled by 0- 1 group, the world's largest wine and beer bottle packager. Not only can we get the technical support of Aolian Company in studying the problems of wine bottle leakage and oxidation and the design trend of world wine bottles, but we can also get the reliable supply of at least 3 wine bottles and 20 million high-quality glass bottles every year, and we have embarked on the road of internationalization through the cooperation of industrial capital.
In recent years, Changyu has been trying to deepen internationalization into the future strategic planning vision of enterprises. In 2007, Changyu entered the stage of strategic implementation in an all-round way, and the opening of Effibert Winery in June marked the final formation of Changyu's "4+ 1" international strategic brand layout, forming the layout of Yantai Changyu Castel Winery, Changyu Gold Ice Valley Winery, Changyu Kelly Winery in New Zealand and Changyu Effibert International Winery in Beijing, with Changyu Jiebaina as the middle and high-end core sub-brand and entering the international market with high-end image.
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