fruit wine: based on short stories, make great achievements

time: April 25, 2118 qjypqlong. I want to contribute text selection: the first time for middle and primary school students to really contact and start to pay attention to, track and study fruit wine, it was in 2111 that they made an image promotion plan for Gansu Chengji Wine Co., Ltd. due to an accidental opportunity. Chengji Liquor Industry is a collective enterprise that uses abundant local apple resources to produce cider, mainly producing apple distilled liquor. The main varieties are apple white wine, calvados and apple liqueur. Almost no one in the whole enterprise really knows marketing, and it is only sold in several nearby counties and cities, and there are only a few dealers. The annual turnover of Chengji wine industry has reached more than 4 million yuan. Although this turnover is far from enough to support the survival of enterprises in terms of production scale, it still makes me feel the scale and prospect of fruit wine market.

1. For consumers, fermented fruit wine, fruit white wine, fruit brandy and fruit liqueur are all "fruit wines", but the technology is different.

Mr. Bai Zhenjiang, Secretary-General of china alcoholic drinks industry association Fruit Dew Wine Professional Committee, defined fruit wine as a low-alcohol beverage wine made from fruit by fermentation. There are three key points, one is "taking fruit as raw material", the other is "fermentation" and the third is "low-alcohol beverage". This is actually "fermented fruit wine", the so-called "real fruit wine". However, from the perspective of marketing and consumers' understanding (or we can divide consumers into different levels), fruit wine includes fermented fruit wine (real fruit wine), fruit white wine (distilled fruit wine), fruit brandy (brandy technology) and fruit liqueur (or "liqueur", preparation type). Among them, fermented fruit wine is divided into four types according to sugar content: dry type, semi-dry type, semi-sweet type and sweet type, and divided into general fruit wine and fruit ice wine according to the harvest season of raw materials.

Maybe some friends will refute the author just like a chinese wolfberry wine enterprise (see the article "Enterprises in chinese wolfberry wine, Do What You Should Do"): the real fruit wine is fermented fruit low-alcohol beverage wine, and the others can't really be called fruit wine. The author's point of view is that for consumers, fermented fruit wine, fruit liquor, fruit brandy and fruit liqueur are all "wines made from fruit", but the technology is different.

In other words, for fruit wine enterprises, fermented fruit wine, fruit brandy, fruit liqueur and fruit liquor can all become the development direction.

Second, whether it is fermented fruit wine, fruit brandy, fruit liqueur and fruit liquor, there is a certain development space of its own.

Although the author concludes that fruit wine can't be a "big product" for a long time, it doesn't mean that fruit wine can't be a big business.

I have collected wine lists of more than 11 bars and large and medium-sized restaurants in Beijing and Shanghai through different distributors, and almost every wine list has fruit brandy and fruit liqueur. This shows that fruit brandy and fruit liqueur are more common in middle and high-end places.

Mr. Bai Zhenjiang, Secretary-General of china alcoholic drinks industry association Guolu Liquor Professional Committee, emphasized in the article "Fruit Liquor in China has a Broad Prospect" that fruit liquor is a differentiated product with a big market, and the concept of liquor can be borrowed, thus the guidance work can be omitted. Therefore, fruit liquor contains amazing sales volume and can give enterprises a good market return.

In fact, high-end and low-end fermented fruit wines also have their own market space.

What do ladies drink at holiday reunions, colleagues' dinners and classmates' parties? Now it is generally cola, milk drinks, juice drinks and so on. However, if we pay a little attention, we will find that more and more women, especially those with higher consumption levels, no longer "replace wine with tea", but begin to carry a glass of low-alcohol wine or fruit wine. And this situation has actually existed in the middle and low end. The author has a relative who, although his consumption level is not high, buys several bottles of low-grade fruit wine for ladies to drink every Spring Festival.

The market already exists, but we haven't really discovered its huge potential and fully explored it.

Third, whether it is fermented fruit wine, fruit brandy, fruit liqueur and fruit liquor, it can only be regarded as a "small product" in wine.

Many fruit wine enterprises generally emphasize the following points when introducing the prospect of fruit wine:

First, confidence in policy support. That is, the "four changes" proposed by the state for the liquor industry in recent years: from high-alcohol to low-alcohol liquor, from strong liquor to nutritious liquor, from blending soaked liquor to fermented liquor, and from grain liquor to fruit wine;

the second is confidence in the consumption trend. That is, because fruit wine and wine have very close product characteristics, through the guidance of wine and foreign wine, consumers begin to accept and pursue the nutrition, health care function and values of enjoying life of wine.

Third, confidence in the success of Lycium barbarum fruit wine. That is, since 2111, the sudden development of Ningxia red wolfberry fruit wine has made a breakthrough in the situation of fruit wine.

The author wants to pour some cold water on fruit wine enterprises: fruit wine, including chinese wolfberry wine, will only be a "small product" for a long time, and it is very likely that it will not become a "big product" of wine as expected by those enterprises.

My reasons are as follows:

First, fermented fruit wine has too obvious gender orientation.

The author has mentioned the gender and age orientation of many products many times. That is, the influence of consumers' ideas, many products, especially food, have the characteristics of "gender or age orientation". Such as milk for children, women and the elderly, tea, coffee, liquor and beer for men. Although wine belongs to neutral wine, fruit wine (especially low-degree fermented wine, Lycium barbarum fruit wine is a special case, because health care function, especially improving sexual function, is the main reason for consumers to drink chinese wolfberry wine) has obvious feminine attributes, so we rarely see men drinking fruit wine. The seriousness of the problem is that women are not the core consumers of alcoholic products. Even if they drink alcohol, women usually drink a small amount. This greatly limits the market scale of fermented fruit wine.

second, policy guidance does not mean that the market will develop in the direction of guidance.

in 2111, I saw the "four changes" proposed by the government to the liquor industry, but the actual market development of liquor was very surprising: in recent years, liquor has developed from low-alcohol liquor to high-alcohol liquor, and individual liquor companies have long put forward the concept of healthy liquor, but none of them have succeeded; In addition to the natural growth of wine guided by the long-term concept of life, Lycium barbarum fruit wine, which rose in 2111, has never made a substantial breakthrough. Yellow rice wine is still struggling to find spring, and other fruit wines don't know when it is.

Third, there is a long distance between fermented fruit wine and wine.

Although fruit wine and wine have very similar product characteristics, wine has formed its own system in terms of culture, lifestyle, concept, raw materials, production, marketing and industrial scale. Fruit wine, on the other hand, has not formed a complete system of its own, and is even fighting for "the standard of fruit wine" and "the level of production technology". Even in Japan and western countries, where the acceptance of fruit wine is relatively high, fruit wine has never become the mainstream wine.

Fourthly, chinese wolfberry wine is not a "real" fermented fruit wine, nor has it started the spring of fermented fruit wine.

first of all, it needs to be explained that from the perspective of the basic characteristics of the product, fermented chinese wolfberry wine belongs to fruit wine, but now the market is full of chinese wolfberry wine at 11 degrees, 11 degrees, 12 degrees, 18 degrees, 28 degrees, 38 degrees and even 45 degrees. The so-called "chinese wolfberry wine" is no longer a "real" fermented fruit wine. Moreover, from the consumer's point of view, chinese wolfberry wine belongs to health wine, and many marketers and media are very vague about whether chinese wolfberry wine is a fruit wine or a health wine. Even if we count chinese wolfberry wine as fruit wine (especially low-degree fermented wine), even if Ningxiahong opened the industry of chinese wolfberry wine, its industry scale is very small compared with liquor, beer and wine. Since 2116, the development of fruit wine has basically stagnated, and other fruit wines have not developed much. It is hard to say that chinese wolfberry wine has started the spring of fruit wine.

explain the two concepts of "big category products" and "small category products" put forward by the author.

The so-called sketch products are classified products with a relatively small market share in a certain category of products, such as alcohol, beverages, dairy products, or even sub-categories of products under the category of products, such as liquor under alcohol, juice drinks under beverages, tea drinks, carbonated drinks, etc. Such as medicinal liquor in wine, apple vinegar in drinks, and roof bags of dairy products. Simply put, "large-category products" are products with huge market scale due to huge consumer scale, high consumer acceptance and consumption frequency, while "small-category products" are products with small market scale due to limited consumer scale or low consumer acceptance and consumption frequency.

the most basic criterion for evaluating "big category products" and "small category products" is the proportion of products of this category in the market scale of the whole industry. Take juice drinks as an example: Generally speaking, orange juice, grape juice and apple juice are the mainstream varieties of juice drinks, which belong to large categories. Compared with orange juice, grape juice and apple juice, jujube juice, pear juice and peach juice are much less important in juice drinks, so they belong to sketch products. "Large-scale products" and "small-scale products" are relative but not absolute concepts, and they may change-"small-scale products" may become "large-scale products" and "large-scale products" may also become "small-scale products".

Because of the huge consumer scale, high consumer acceptance and high consumption frequency, "big category products" need intensive retail terminals, mass aerial advertising and broad-based promotional activities to maximize the market scale. However, because of the limited scale of consumers or the low acceptance and consumption frequency of consumers, the choice of channels and media advertisements must be highly targeted.

I don't want to go into details about other issues about "sketch" products and "big category" products. Interested friends can pay attention to the author's related articles.

Fourth, how to make great achievements in fruit wine as a "sketch product"

A collective enterprise in the northwest county, which knows little about marketing, can achieve an annual turnover of more than 4 million yuan only in several nearby counties and cities through several distributors. Moreover, in Southwest China, South China, Northwest China and Northeast China, all kinds of fruit wines have formed their own characteristics and brand power. Even Wuliangye, a giant crocodile in liquor industry, introduced "Xianling" plum fruit wine to the market in 2117, which is enough to show that fruit wine will surely make great achievements.

how can fruit wine make great achievements?

the prerequisite is: don't be misled by the assertion that "fruit wine will have broad prospects" and adopt the marketing model of large categories, because there are great differences between "large category products" and "small category products" in marketing. Enterprises must first admit that fruit wine is a "sketch product", and then make product planning and market activities according to the marketing rules of "sketch product" in order to truly have the greatest possibility of success and even produce unexpected results.

first, lock in the wine tasting category and focus on the target consumer groups

The competing products of low-alcohol fermented fruit wine and fruit liqueur are wine, in which the target consumer groups of medium and high-end fermented fruit wine and fruit brandy are women with middle and high consumption levels, and the target consumer groups of medium and low-end fermented fruit wine are women with general consumption levels. The competing products of fruit brandy and fruit liquor are liquor, in which the target consumer groups of fruit brandy are men and some women with middle and high consumption levels, the target consumer groups of fruit liquor with middle and high consumption levels are men with middle and low consumption levels, and the target consumer groups of fruit liquor with low and medium consumption levels are men with low consumption levels. Fermented fruit wine and liqueur with low alcohol content have obvious gender orientation, that is, they belong to women's wine, while fruit brandy and fruit liquor belonging to spirits belong to men's wine. Some enterprises know the gender orientation of fermented fruit wine, but they still hope that "women will drive the consumption tide", which is still a typical marketing ideas of "big category products"-driving mass consumption through core consumer groups. In fact, as a "sketch product", fruit wine should give up the idea of "mass consumption" and focus on serving the target consumer groups.

second, lock in the target market level and lock in the target sales channels

The market level of fermented fruit wine, fruit brandy and fruit liquor positioned in the middle and high end should be prefecture-level cities, and the core markets should be prefecture-level cities, provincial capitals and municipalities with developed economies. Target sales channels should be restaurants, bars, dance halls, etc. in medium and high consumption places. The market level of fermented fruit wine and fruit liquor located in the middle and low end should be the urban market above the county level, and the core market should be prefecture-level cities and counties. The target sales channels should be restaurants and general retail terminals in low and medium consumption places. The author suggests that low-end fermented fruit wine and fruit liquor should avoid expensive large supermarkets and chain stores without strong advertising as support.

Third, lock in targeted media and publicity methods, and lock in targeted promotion methods

After locking in target consumer groups, consumer market levels and target sales channels, we should correspondingly lock in targeted media to promote medium-to-high positioning products-including building TV, financial magazines, fashion magazines, even financial columns of TV stations and financial sections of newspapers, and carry out promotional activities in a targeted manner; For medium and low positioning products, we should make full use of terminal resources to carry out publicity and promotion activities.

fourthly, solve the problem of fruit wine's interest appeal for the target consumers.

in the process of communication with related enterprises in the fruit wine industry, the author found that almost all fruit wine enterprises like to emphasize the nutritional value of fruit wine! It is hoped that consumers will regard "the nutritional value of fruit" as the core demand for purchasing fruit wine.

In the early stage of China's development, wine emphasized nutrition and health care, but the promotion speed was slow. Later, it stopped focusing on "nutrition" and began to focus on "taste, fashion and lifestyle", which opened the market by restoring its romance, mood and fashion. Beer is known as "liquid bread", but beer does not open the market through "nutrition", but promotes vitality, fashion and youth. Once a few enterprises played the concept of "nutritious liquor" in the fierce competition, but they were eliminated faster.

Therefore, the author thinks that fruit wine enterprises have actually made a directional mistake: the vast majority of consumers do not want to supplement nutrition and be beautiful.