1, "legendary quality, a century of prosperity"-the most clear wine brand in place, but the brand is suspected of being old, so it should be updated from the perspective of legend, such as "updating the legendary concept from the perspective of achievement quality and romantic quality". The role of Castel Winery was only to make a wedding dress for Castel, so as to establish its popularity in China, but it didn't give Changyu much expected return. In the face of the malicious low-price attack of competing products, the 29 million yuan Cabernet Sauvignon also lost its original intention of making Cabernet Sauvignon high-grade. The above two items are considered as two major failures of Changyu's success in the past century.
2. "Authentic good wine, natural spirit"-hawking advertisements do not clearly convey the demands of differentiation. Due to the lack of sufficient print media, it is difficult for consumers to know what they are talking about. After the integration, Great Wall faces the double losses of dealer network and simplification of duplicate products, but it also gives second-tier manufacturers a good development opportunity. On the one hand, learning the Great Wall is authorized processing by OEM, and on the other hand, it is an excellent performance in terminal construction.
3. "The dynasty of wine, the wine of the dynasty"-a potentially dangerous brand, with no clear brand positioning and product demands, empty advertising slogans in the past 20 years, no innovation in marketing, conformism and poor new product development, has been closely watched by second-line brands and is the most likely brand to quit the top three. Sales are too dependent on East China, which can be described as dangerous. From the perspective of visual symbol management, the dynasty was successful, and the memory of Red Grape Manor was widely recognized by consumers. However, the ancient office buildings of the dynasty frequently appear in the CCTV weather forecast, but people can't find the feeling of "dynasty" at all.
4. "Wei Long dry red wine"-has been the fourth largest seller in the industry, but it has to accept the view that consumers think it is the representative of low-end red wine. Vigorously develop low-end red wine, so that enterprises can quickly scale up and complete the original accumulation of enterprises, but consumers seem to have no other concept except remembering that Wei Long wine is cheap. Wei Long dry red wine won the title of national famous brand for four consecutive years, and was recognized as the only recommended brand in domestic wine industry by China Consumers Association, but it is hardly an effective reason to promote wine products. Therefore, the effect of celebrity advertising in Pu Cunxin is also greatly reduced. Now in the face of the situation that the country has begun to cancel half-juice wine, it is time to be a brand and upgrade its grade.
5. "The land of grapes, sunshine all year round"-after a hard exploration of a new day, I finally found my dominant position. I'm talking about the place of origin, but it's much better than the Great Wall. Consumers can easily identify with and understand the demand that "good wine comes from the land of grapes". On the surface, Xintian's 14 yuan dry red is successful. However, I'm afraid only I know how much sacrifice Xintian will make. In the process of accounting, it is difficult to understand where the national tax, long-distance freight, high entrance fees, personnel salaries, advertising expenses, and especially the profits of dealers come from.
6. "Yunnan people drink Yunnan Red", "Yunnan has since bid farewell to the era when there was no famous wine of its own"-Yunnan Red quickly gained a foothold in Yunnan with its unique culture and product formula, then poured down with the advantage of Yunnan-Guizhou Plateau, crossed Guizhou, entered Guangdong, Guangxi, Sichuan and Hunan, and then sent troops north with the "Diaoyutai State Banquet Wine", which is the so-called Top Gun. In addition to the high initial product price and large market operation space, another reason why Yunnan Red can sell well in the whole country is the wide recognition of "Yunnan customs culture" in the whole country. After all, red wine is a romantic, legendary and fashionable scene experience consumer goods, and Yunnan style has the attraction recognized by all consumers. Throughout the country, there are only three or two places that can produce local concept red wine and push it to the whole country. However, we also see that Yunnan Red has a long way to go to become a national brand, with transparent price and thin profit, which is not conducive to the development of new products and the marketing of national tastes.
7. "Effective communication, dry impression"-dry impression, a brand that became famous in less than a year, is taking a "road of experiencing consumption" in brand positioning. 8500 brand, the impression of joining has its own brand, making red wine as popular as beer, Tetra Pak red wine and beer bottle red wine, and joining hands with Xintian to build China red wine carrier, the news is flying all over the sky, which can be regarded as a master of brand awareness. But look calmly, is there a sales-oriented enterprise that can revitalize the market by hype alone?
8. "Tonghua Dry Red", one of the oldest wine enterprises, was founded by Japanese Muxiaxi 1937. But apart from Wu Dawei's refreshing mountain wine, consumers have little impression. Because 70% of its categories are related to wild grapes and sweet wine, Tonghua will face great pressure to survive in the face of the decision of China Liquor Industry Association to cancel semi-juice wine. The image of mountain wine has greatly hurt Tonghua's brand. How to let consumers know that Tonghua is different from Tonghua will also be a big problem for enterprises. At the same time, it is equally important to give enterprises a clear positioning and tell consumers who I am and what characteristics I have.
9. Dragon emblem is dry red-from "European customs, dragon emblem is incisive" to "the way for successful people to enjoy", and then to today's "dragon emblem is the supreme choice". Dragon emblem dry red has always taken the high-end route. Established in 19 10, this enterprise once cooperated with Pernod Ricard Group, the third largest brewing company in the world 15. Although it has fallen out of the top ten domestic sales, it still has enviable special sales channels. That is, four or five-star hotels in China occupy the first place, and Asian wines occupy the first place among high-end Asian restaurants in Europe. Its export volume accounts for 12.5% of the total national wine export, while the export volume accounts for 23.6% of the total national wine export. 200 1 Shanghai APEC Meeting designated Dragon Emblem as the designated banquet wine. Such enterprises are not without differentiated propaganda points, but the total amount of communication is not enough to let more consumers know the advantages of enterprises. In addition, Longhui Company has become the general agent of Hardy series products of Constellation Hardy Company, the largest wine company in the world, in China. I believe that the Dragon Emblem products that put down the aristocratic shelf and increase the investment in brand promotion will have new development.
10, "Shangri-La in the World"-Tibetan secrets are not wine originally, but the mysterious culture of Shangri-La, which sells the invincible legend of Meili Snow Mountain, the pure melting water of snow and ice for Tibetan secrets, and people's yearning for an ideal life. Before being acquired by Jinliufu, Shangri-La Tibetan rice lacked sales channels and networks. After entering the network of 2000 distributors and tens of thousands of powerful terminal stores in Jinliufu, I believe the situation will be greatly improved. The biggest bottleneck in the development of Tibetan secrets is: "Fundamentally speaking, she is not a wine." Therefore, people who have long-term red wine consumption habits don't like her, but people who have no red wine consumption experience appreciate her. A snowy girl has a fresh and unique taste like highland barley. How to solve the mature wine consumers' recognition of Shangri-La's hidden secrets will be an important development topic.
In addition, concentrate on technology and settle in Qingdao East China; Chen Rong, the first to invest in the construction of manor; Hong Kong Liang Group, with rich marketing experience, invested heavily in it; The liquor giant brand extends out of Maotai and Gu Jing Dry Red; Mogao of Xixia King, Loulan, Western Regions and Western Regions Legion; Everyone in the world wants to compete in the Central Plains.
The history of red wine
Red wine (English: red wine) is a kind of red wine. Grapes appeared in southern France from about 1000 BC to the first 500 years, and then began to spread in most parts of the Mediterranean basin. In the early days of the appearance of wine, this kind of drink was always regarded as a noble drink only enjoyed by nobles, and also used for sacrifice? The sacrifice of bacchus.
Red wine also represents the blood of Jesus Christ in the hearts of Christians all over the world, which promotes the popularization of red wine and gives ordinary people the right to drink sweet red wine.
1, main components
Red wine (3) The composition of red wine is quite simple. It is a natural fermented fruit wine. What is the most content? Grape juice accounts for more than 80%, followed by alcohol naturally fermented by sugar in grapes, generally 10% to 30%. There are more than 1000 kinds of residual substances, of which more than 300 kinds are more important. Other important ingredients of red wine are? Tartaric acid, pectin, minerals and? Tannic acid and so on.
Although the proportion of these substances is not high, they are the decisive factors of wine quality. Good quality and good taste of red wine is because they can present a balance of organizational structure, which makes people enjoy the taste endlessly.
2. Basic classification
sweet sparkling wine
Sweet sparkling wine, a kind of red wine, is a kind of sweet sparkling wine because the wine contains a certain amount of carbon dioxide to form bubbles. Carbon dioxide is fermented by wine, and naturally forms sparkling wine with sugar content greater than 50. 1 g/L in bottles or large wine storage tanks.
Dry and soak in wine.
Dry sparkling wine refers to dry and sweet sparkling wine, because it contains a certain amount of carbon dioxide to form bubbles. Carbon dioxide is fermented by wine and naturally forms sparkling wine with sugar content less than 50. 1 g/L in bottles or large wine storage tanks.
Noble wine is a very precious sweet wine, which originated in Hungary. It is brewed by an action called "aristocratic mold" attached to the grape skin, hence the name "aristocratic wine".
white wine
White wine is a wine made of white grape varieties, which is light yellow or peeled. Common white grape varieties are: Chardonnay? Sauvignon Blanc? Riesling, Nuo Nuo Grey? Semillon (Sémillon),? Gewurztraminer et al.