The top ten domestic red wine brands 1. Changyu "Legendary quality, century-old Changyu" - the most clear and accurate red wine brand, but the brand is suspected of aging and should be updated from the perspective of legend, such as "updating the concept of legend from multiple perspectives of achievement quality and romantic quality". The role of Custer Winery is only to build the reputation of Custer Company in China, and it does not enable Changyu to obtain much expected returns. Cabernet, which was built for 29 million, faced malicious low-price attacks from competing products, but it also lost its original intention of making Cabernet high-end. The two appeals can be regarded as Changyu's two major failures in its century-long success. 2. Great Wall "Authentic good wine, talented and talented" - hawking-style advertising does not clearly convey differentiated appeals, lacks sufficient print media communication, and it is difficult for consumers to know what is being said? After the integration, Great Wall faced double losses caused by the dealer network and the streamlining of duplicate products, but it also gave second-tier manufacturers good development opportunities. Learning from Great Wall is on the one hand its OEM OEM processing, and on the other hand it is its excellent performance in terminal construction. Recently, a large amount of imported foreign wine from COFCO was seized, which will be a great opportunity for competing products to attack the Great Wall. How competing products attack and how the Great Wall defends will also be a major focus of the latest media. It can be seen that red wine public relations still have a lot to do. 3. Dynasty "Dynasty of wine, wine of Dynasty" - a potentially dangerous brand, without clear brand positioning and product appeal, with empty advertising slogans for 20 years, no innovation in marketing, being conservative, and ineffective new product development. It has been Being closely watched by second-tier brands, it is the brand most likely to withdraw from the top three brands. Due to the over-reliance on East China in terms of sales, it can be said to be full of crises. From the perspective of visual symbol management, Dynasty is undoubtedly successful. The memory of the red vineyard has been widely recognized by consumers. However, the frequent appearance of Dynasty’s old office buildings in CCTV weather forecasts makes it impossible to find the "Dynasty" at all. Feel. 4. Veyron Dry Red "Veyron Dry Red" - already ranks fourth in sales volume in the industry. At the same time, it has to be accepted that it is considered by consumers to represent low-end red wine. The vigorous development of low-end red wine has enabled the company to quickly scale up and complete the company's primitive accumulation. However, consumers seem to have no other concept except that Veyron's wine is cheap. Weilong dry red wine has won the title of National Famous Brand for four consecutive years and has been recognized by the China Consumers Association as the only recommended brand in the domestic wine industry. However, it is difficult to use it as an effective reason to promote wine products. Therefore, the effectiveness of Pu Cunxi's celebrity advertising has also been greatly reduced. Now, facing the situation where the country has begun to cancel the semi-juice wine, it is time to build a brand and improve the quality. 5. Xintian "Hometown of Grapes, Sunshine All Seasons" - Xintian, after arduous exploration, has finally found its own advantageous positioning. It also talks about origin, but its explanation is much more clever than Great Wall's, and consumers can easily identify and understand it. The appeal of “good wine comes from the hometown of grapes”. In particular, Xintian's new fashionable image of "Liang Chaowei and Maggie Cheung" built with huge investment has quickly updated Xintian's old and outdated product image in a short period of time. It's just that Xintian's blind expansion of 15 acres of production capacity, although it is a large-scale operation of capital and resources, has also brought the biggest burden of "unmatched production and marketing" to itself, otherwise it would not have caught up with the inexplicable "impression" Boat. I would like to ask Xintian people, what they lack is not popularity, but sales channels and networks, but why did they find "Impression", an empty shell that also has no sales ability? Is it just Mr. Qin's personal charm? Or how much "Xintian" original wine does "Impression" promise to underwrite in a year? In addition, Xintian’s 14 yuan dry red seems to be a success. However, I am afraid only he knows how much sacrifice Xintian has to make. In the process of calculating the accounts, it is difficult for me to understand where the national taxes, long-distance freight, high entry fees, personnel wages, advertising expenses, and especially the dealer's profits come from. Even for a listed company, I'm afraid the money raised from the stock market is limited after all. 6. Yunnan Red "Yunnan people drink Yunnan Red", "Yunnan has bid farewell to the era without its own famous wine" - Yunnan Red, with its own unique culture and product formula, quickly established a foothold in Yunnan, and then brought the terrain of the Yunnan-Guizhou Plateau The benefits poured down, conquering Guizhou, entering Guangdong and Guangxi, pacifying Sichuan, and entering Hunan. Then, relying on the "diaoyutai state banquet wine", they wanted to march north, which was also called high ambition. In addition to the relatively high price of the initial products and the large market space for operation, another reason why Yunnan Red can be marketed nationwide is the widespread recognition of "Yunnan style culture" throughout the country. After all, red wine is a romantic, legendary and fashionable situational experience consumer product, and Yunnan style has all the consumer recognition to appeal. Looking across the country, there are only a few places that can produce local concept red wine and market it nationwide. But we have also seen that with the price transparency of Yunnan Red, thin profits, unfavorable development of new products, and discomfort in marketing to national tastes, there is still a long way to go before Yunnan Red becomes a national brand. 7. Impression Dry Red "Effective communication, Impression Dry Red" - Impression Dry Red, a brand that has become famous in less than a year, is following a "path of experiential consumption" in terms of brand positioning. 8500 standard king, franchise impression has its own brand, making red wine as popular as beer, Tetra Pak red wine, beer bottle red wine, joining hands with Xintian to create China's red wine aircraft carrier, public relations hype, news flying all over the sky, it can be regarded as a rapid operation to build brand awareness master. But take a calm look, is there any sales-oriented company that can revitalize the market through hype alone? Moreover, anyone who knows how to monitor the media can see how much of the 85 million advertising dollars have been spent.

Looking at my impressions over the past year or so, in addition to being overwhelmed by the huge production capacity