Top ten domestic wine brands1.Changyu's "legendary quality, a century of prosperity"-the most clear wine brands in place, but the brands are suspected of aging, and should be updated from the legendary point of view, such as "updating the legendary concept from the perspective of achieving quality and romantic quality". The role of Castel Winery is only to make a wedding dress for Castel to establish its popularity in China, but it has not made Changyu get much expected return. In the face of the malicious low-price attack of competing products, Cabernet, which was built with 29 million yuan, also lost its original intention of making Cabernet upscale. The two appeals are two major failures in Changyu's success in the past 100 years. 2. The Great Wall's "authentic good wine, natural spirit"-hawking advertisement, does not clearly convey the differentiated demands, and lacks sufficient print media communication, so it is difficult for consumers to know what they are talking about. After the integration, the Great Wall faces the double losses caused by the dealer network and the simplification of duplicate products, but it also gives second-tier manufacturers a good development opportunity. On the one hand, learning the Great Wall is his OEM's licensing processing, and on the other hand, his excellent performance in terminal construction. Recently, a large number of imported wines from COFCO have been seized, which will be a great opportunity for competing products to attack the Great Wall. How to attack competing products and how to defend the Great Wall will also be a major attraction in the media. It can be seen that red wine public relations still has a lot to do. 3. Dynasty "the dynasty of wine, the wine of dynasty"-a potentially dangerous brand, with no clear brand positioning and product demands, empty advertising slogans for 20 years, no innovation in marketing, conformism and poor development of new products, has been closely pegged by second-tier brands and is the most likely brand to withdraw from the top three. Sales are too dependent on East China, which can be described as a crisis. From the perspective of visual symbol management, the dynasty is undoubtedly successful. The memory of the red grape manor has been widely recognized by consumers, but the ancient office buildings of the dynasty frequently appear in CCTV weather forecast, but people can't find the feeling of "dynasty" at all. 4. Weilong dry red "Weilong dry red"-it is already the sales of the old four in the industry, and at the same time, it has to be accepted 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 concepts except remembering that Weilong wine is cheap. Weilong dry red wine won the title of national famous brand for four years in a row, and was recognized by China Consumers Association as the only recommended brand in the domestic wine industry, but it is difficult to be used as an effective reason for promoting wine products. Therefore, Pu Cunxi's celebrity advertising effect is also greatly reduced. Now, faced with the situation that the country began to cancel semi-juice wine, it is time to make a brand and upgrade the grade. 5. Xintian "hometown of grapes, sunshine all the year round"-Xintian, which has experienced arduous exploration, finally found its own dominant position. It is also talking about the place of origin, but the statement is much smarter than that of the Great Wall, and consumers can easily identify with and understand the appeal of "grape hometown produces good wine". In particular, the new fashion image of "Liang Chaowei, Maggie Cheung", which was created with huge sums of money, quickly updated the product image of Xintian in the past. It's just that Xintian's blindly expanded 15 mu capacity, although it's a great deal of capital and resources, is also the biggest burden of "mismatch between production and marketing", otherwise it won't catch the inexplicable boat of "impression". What the new heaven and man lack is not popularity, but sales channels and networks, but why did they find the "impression", an empty shell with no sales ability? Is it just Mr. Qin's personal charm? Or how much "Xintian" original wine does Impression promise to underwrite a year? In addition, Xintian's 14 yuan dry red is successful on the surface. However, I'm afraid only I know how much sacrifice Xintian will make. In the process of accounting, it is difficult for me to understand where the national tax, long-distance freight, high entry fees, personnel salaries, advertising expenses, and especially the profits of dealers all come from. Even for listed companies, I'm afraid the money from the stock market is limited after all. 6. Yunnan Red "Yunnan people drink Yunnan Red", "Yunnan has 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, and then took advantage of the topography of Yunnan-Guizhou Plateau, pouring down, conquering Guizhou, entering Guangdong-Guangxi, flattening Sichuan and entering Hunan, and then relying on "Diaoyutai State Banquet Wine" to send troops north, which is also called Top Gun. In addition to the high initial product price and large market operation space, another reason why Yunnan Red can be sold nationwide 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 product, and Yunnan style has all the consumer recognition of appeal. Throughout the country, there are only three or two places where local concept red wine can be produced and marketed nationwide. However, we also see that Yunnan Red has a long way to go to become a national brand with the transparent price, thin profit, unfavorable new product development and discomfort in marketing the national taste. 7. Dry red impression "Effective communication, dry red impression"-dry red impression, a brand that became famous in less than a year, is taking a "road of experiencing consumption" in brand positioning. The 8500 brand, the impression of joining has its own brand, making red wine as popular as beer, tetra pak red wine, beer bottles of red wine, and joining hands with Xintian to create China red wine carrier, and the news is flying all over the sky, which can be regarded as a master of brand awareness. But look calmly, is there any sales-oriented enterprise that can revitalize the market by hype alone? Besides, anyone who knows how to monitor the media can see how much the 85 million advertising fee is in place. Looking at the impression for more than a year, besides joining Xintian, which is overwhelmed by huge production capacity, its products seem to be just "impressions of Yunnan, Tibet and Cabernet Sauvignon". Choosing excellent dealers to sell the brand's right to use the land was originally a good idea to reduce risks and benefit all. However, in the face of profit-oriented dealers, this idea is too advanced to determine whether to act as agents according to the amount invested by manufacturers. Which dealer is willing to pay for a brand that has not yet determined the risk? Besides, how many places are suitable for producing dry red with local concept? Can the impressions of Inner Mongolia, Hebei, Tianjin, Shanxi, Shaanxi, Shandong, Henan, Anhui and Jiangxi be related to the romantic, elegant, fashionable and cultural consumption experience of red wine? This point is much more utilitarian than Jin Liufu's "Cheers to the City" in the field of liquor with mature consumption, who trades by himself and puts himself into market construction in a down-to-earth manner. 8. Tonghua Dry Red "Tonghua Dry Red", one of the oldest wine enterprises, was founded by Japanese Muxiaxi Company in 1937. But apart from Wu Dawei, a 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 china alcoholic drinks industry association's decision to cancel semi-juice wine. The image of mountain wine has greatly hurt the brand of Tonghua. How to let consumers know that Tonghua is not the same as Tonghua will also be a major 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. According to the latest news, Altai has invested in Tonghua shares and set up a marketing company, which is fully responsible for the development, promotion and sales of new products in Tonghua. The wine circle has the fiercest marketing expert, and we sincerely hope that tonghua wine will have a bright future. 9. Dragon emblem dry red Dragon emblem dry red-from "European customs, dragon emblem to express" to "the way for successful people to enjoy", and today "dragon emblem is the supreme choice". Dragon emblem dry red has always taken the high-end route. This enterprise, which was founded in 19 10, once cooperated with Pernod Ricard Group, the third largest brewing company in the world, for 15 years. Although it has fallen out of the top ten domestic sales, it still has an enviable special sales channel. That is, the domestic four-and five-star hotels occupy the first place, and among the high-end Asian restaurants in Europe, the Asian wine occupies the first place. Its export volume accounts for12.5% of the total national wine export, while the export volume accounts for 23.6% of the total national wine export. In 200 1 year, Shanghai APEC meeting designated Longhui 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, Dragon Emblem Company has become the general agent of Hardy series products of Constellation Hardy Company, the largest wine company in the world, in China. It is believed that dragon Emblem products that put down aristocratic airs and increase investment in brand promotion will have a new development. 10. Shangri-La "Shangri-La of the world"-the secret book is not wine, but who can ignore her impact on wine manufacturers in various channels at present. Tibetan secrets can be sold not in wine, but in the mysterious culture of Shangri-La, selling the invincible legend of Meili Snow Mountain, selling the pure Millennium melting water of ice and snow used by Tibetan secrets, and selling people's yearning for an ideal life. Before it was acquired by Jinliufu, Shangri-La-Zangmi lacked sales channels and networks. After it was connected with the network of Jinliufu's 2,000 dealers and tens of thousands of powerful terminal stores, I believe the situation will be greatly improved. Last year, the sales volume of Tibetan Secret was around 1 100 million, which illustrated this point. We can learn from this in Xintian. Isn't there many excellent big merchants in Guangdong? But we also see that the biggest bottleneck in the development of Tibetan secrets is: "fundamentally, she is not 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 very much, and the fresh and unique taste of a girl in a snowy area like highland barley. How to solve the identification of mature wine consumers with Shangri-La-Tibetan Secret will be an important development topic.