Factors affecting pricing strategy
Generally speaking, if the ex-factory price of a good year is set at $800, then the more expensive second-class wine will be set at about a quarter of the price, which is $200. If the quality of New World first-class wine is not inferior to that of French second-class wine, then the price will be set at around 160 USD, which is slightly lower. However, the New World Fairy vintage wine may not be listed at the same time as France, and some may be delayed 1? Two years, some even half a year to a year earlier than France, so the pricing will be slightly considered according to whether the year was a "good year" in the local area. For example, 2004 is a good year for Australia and 2007 is a good year for the United States, but 2004 and 2007 are just ordinary years for France, so the pricing strategy of New World wine is different from the past.
Take the eight Bordeaux wineries in 2009 as an example, the ex-factory prices from high to low are: Bertus, Aozongbao, Latour, Lafite, Baima, Margaux, Obiang and Mouton.
1, "Good years"
Good vintage wine is the most important factor in wine quality and pricing, which is more expensive than aged and poor vintage wine. For example, Bordeaux in 2005 was half as expensive as 200 1 and 2002. When the 2008 wine was pre-ordered in 2009, due to the global financial turmoil, the medium and high quality wine was still sold very cheaply (down 30%? 50%), what I bought at that time was earned. When the wine in 2009 was pre-ordered on 20 10, because it was a super good year (last time it was 1982) and when the financial turmoil was lifted, the price of wine produced by the five major Bordeaux wineries was as high as 1000? 1500 USD. 20 10 wine is not as good as that in 2009, but the average unit price has increased by 10% because of everyone's snapping up. 20 1 1 is not a good year, and the price has dropped by 50%.
What is certain is that if it is a famous wine from five famous villages, but the price is extremely cheap, it is a product with bad years. If a bottle of intermediate wine is less than 100 USD, bordeaux wine with bad vintage, such as 1997, should be lower than this price. This is a basic reference price, which shows that there is no need to be superstitious about big names.
2. Wine reviews affect futures wine prices.
Wineries generally start selling futures wine two years before leaving the factory. When it is officially listed, its price will be affected by the score of "wine evaluation" in that year. If it is rated as 100, the price of wine will increase by more than 20% immediately; If the score is low, the pre-buyer will have to admit compensation. For example, in 2007, the wine listed in Bordeaux was lower than the pre-order price 10%? 20%, that's because the spot quality is not as good as expected. Parker's wine review gave him a low score.
3, artificially pull up the influence
It's rare to hear that someone snapped up a lot of wine before, artificially pushing up the price of wine. For example, before 2009, the wine prices of five Bordeaux wineries were very stable, with an average of 300 yuan per bottle. 600 dollars. However, in 2009-20 1 1, almost five wineries doubled their wines. At that time, drinking red wine was popular in China, and toasting with high-grade red wine was used as a means to show off wealth. A party may drink a box of tens of thousands of yuan of red wine. At that time, the price of a bottle of Lafite Fort was pushed up to 2? 30,000 RMB, which is staggering.
But artificially raising the price is unreliable, and there is no need to follow suit. In 20 13, the domestic economy was depressed and the red wine fever began to fade. The wine prices of the five major wineries fell by an average of 15%, while the second military wine of Lafite Castle, which was snapped up in China, fell by 30%. Therefore, remember to avoid chasing high when buying wine, and it is not appropriate to follow suit.