China enterprises have always been narcissistic and arrogant, and often boast of "national industry". However, today's "national industry" is safe? One by one, they have gradually stepped into the wave of internationalization. Needless to say, robust and Wahaha, the two strongest brands in the water market, have now been taken over by Danone Group, a global beverage giant. What's more, Bright Dairy, the largest dairy producer in China, has also been successfully invested by Danone. Now Danone is an international enterprise that dominates the beverage industry and dairy industry in China. The most incredible thing is that Coca-Cola, which has always been advertised as "China people's own cola", also married Danone. It can be said that Coca-Cola has become "Coke with French flavor".
From this to that, we can't help but think of the present and future of China wine industry. Can China's wine industry be immune to the surging tide of internationalization? China red wine market has always been divided by Changyu, Dynasty, Great Wall, Huaxia and other bosses, and dominated the unified market of red wine with the potential of national spokespersons. However, times have changed. Changyu, the wine boss of China, finally compromised with the international forces and cooperated with Castel, the world's largest wine group. Both parties invested 8 million US dollars to develop middle and high-grade wines suitable for European and Asian markets, in which Castel held 30% of Changyu's shares. In any case, people with foresight know that this is a precursor to the internationalization of China wine.
Be worried about internationalization
Wine is a unique spiritual carrier of western culture, which is closely related to people's lives. Its long industrial history, excellent management, advanced technology, excellent equipment and huge scale are unmatched by China. However, China wine industry is still an immature industry, and there are many problems in grape base, technology, production management and market operation. Especially after China's entry into WTO, the original two barriers to protect national industries, namely import quota restrictions and high tariffs, will be abolished, and the global wine giants are bound to March in and win great competitive advantages with high quality and low price. For example, in the next few years after China's entry into WTO, China's tariff will be reduced from the original 65% to about 10%, and the original bottle of 50 yuan's RMB red wine will be reduced to more than 20 yuan, which is almost the same as that of domestic red wine Changyu and Dynasty located within 20-60 yuan.
200 1 year set off a whirlwind of transnational mergers and acquisitions in the wine industry. Australia's BrlHardy company invested heavily in the acquisition of Con Stecation and Beringer Winery, the second largest wine company in the United States; Domecq, a British wine group, has successively acquired Argenyan Craffigna and Saintelice, Kuemmerling Gom bh, the fourth largest wine factory in Germany, and wineries in Chile. Italy's Montatcino company will include Bulgaria's Yal 2000 company and Sweden's wineries. Thus, the internationalization of the wine industry can be described as a rainbow, surging, how can it not spread to China?
People who have no distant worries must have near worries. The outside world is very helpless and wonderful. After China's entry into WTO, China wine must bravely go abroad, take part in international competition, and make every effort to strengthen its international competitiveness in a brand-new environment. It will only face the fate of being eliminated by the market. In terms of market strategy, joining WTO to participate in international competition can not only establish its own world market base, but also disturb the enemy's rear and the enemy's deployment, thus achieving the purpose of defending the enemy, protecting itself and making itself bigger. At the same time, China's entry into WTO also provides a platform for China's wine industry to participate in international competition. Therefore, how can China grape industry prepare for a rainy day, deal with it as early as possible, take the initiative to learn, adapt and innovate, learn from foreigners to control foreigners, participate in global competition, and build its own strong international brand, so as to be in an invincible position? The following are some actions that China wine industry must take.
(A) cultural internationalization
It is not the sails that push the sailboat forward, but the invisible wind. And this "wind" is a wine culture that integrates concept, consciousness, quality, system, history and image. Zhang Ruimin, president of Haier, also said that "capital is a ship, talents are the foundation, and culture is the soul". Wine without soul is wine without culture. How can wine without culture face WTO, internationalize its brand and go global? Only when the quality of wine products, market management and corporate culture are effectively integrated can China wine enterprises build their own international brands. As Coca-Cola said, we are not producing sugar water but American culture. Once the wine enterprises make their products become a part of China culture and integrate with the world culture, it is possible for them to be widely accepted by consumers at home and abroad, and it is possible for them to have an international brand effect as a nuclear explosion.
Which wine companies in China have their own truly authentic wine culture? Changyu? The Great Wall? Or Huaxia? At best, it's just China culture of Ah Q style. What about the international wine culture that combines Chinese and western cultures? I don't think so. So how can China wine achieve the goal of internationalization in culture? This can be done from three aspects. The first is the internationalization of product identification (name), and the main trademark must be English culture rather than pinyin or Chinese, so that foreign consumers can see it at a glance and be familiar with it. For example, the international Changyu logo says that zhangyu is not as appropriate as zaniu; The second is the internationalization of advertising language. The internationalization of advertising language does not insist on universal application, but that advertising language should not always reveal the things of ancestors, such as "healthy, rich and happy", and the advertising language of international brands should also be localized to meet the psychological customs of foreigners' audio-visual viewing; The third is the internationalization of cultural marketing. We should set up an international promotion center for China wine culture as soon as possible, and set up a foreign lecture on wine culture, a cultural photo exhibition, and a foreign column on China wine in TV, radio and newspapers, so as to make China wine go global.
(B) network internationalization
Nowadays, the competition among enterprises is becoming increasingly fierce, the market is over-saturated, and the contradiction between limited marketing resources and unlimited expansion of marketing expenses is becoming increasingly acute, which forces the marketing methods, means and strategies of enterprises to need a thorough fission and a full revolution. If China wine wants to go global, if China's traditional distribution method is still used in foreign countries, the internationalization of China wine brands will be difficult. Because the foreign market environment is very different from that of China. Therefore, many manufacturers and entrepreneurs are always asking themselves: how to make their own enterprises and brands grow wings and successfully fly abroad and go global? Today's advanced network information technology gives China wine enterprises a definite choice; You can go to the world without leaving home.
The benefits brought by the network to enterprises are, first of all, the low transaction cost of network marketing. Network marketing makes photoelectricity replace printing, online negotiation transactions replace physical transactions, and direct sales become the main sales channel, thus greatly saving transaction costs. Second, network marketing is not limited by time and space. As long as it is online, it can conduct online transactions with foreign manufacturers at any time, thus breaking international barriers to a certain extent and promoting greater and more development of global trade, which is a rare business opportunity for China wine enterprises, especially small and medium-sized enterprises. Wine enterprises can publish their latest business information from time to time through the internet for global retrieval, so as to promote their own enterprises, promote their products, technologies and services, communicate with various industries through the internet, seek international partners and explore potential customers. In Italy, even many small brewing enterprises know how to use the most popular information tool in the world to find and expand the international market, establish a sales network, and publicize and promote wines with unique Italian style. In France, with the help of the Internet, consumers can connect with the computer terminals of specific wine manufacturers according to the catalogue provided, and buy various famous wines at will. In the United States, the famous Wells Winery has also begun to use e-commerce for international trade, so that consumers from all over the world can easily buy Wells from the Internet.
Although the network can bring unlimited business opportunities for enterprises, China wine enterprises must be aware of it. It is not only necessary to build an online international business system, but also the profits at home and abroad will roll in. China wine enterprises must start the following actions to establish a successful online international business system:
1- Promote your website vigorously.
2- Promote your website with prizes to increase the click rate.
3- Cooperate with internationally renowned websites, especially alcoholic food websites in Lian Heng.
4- Improve the quality of website services and solve the bottleneck of online fund transactions.
5- Link with government websites in China, especially the China government business website, and enter the homepage of its website.