Top Ten Domestic Red Wine Brands

Changyu

"Legendary quality, century-old Changyu" - the most clear and well-established red wine brand, but the brand is suspected of aging. It 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" - a hawking advertisement that does not clearly convey differentiated appeals and lacks sufficient print media dissemination , it is difficult for consumers to know what they are talking about? 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 with no clear brand positioning and product appeal, and an empty advertising slogan of 20 In 2016, it lacked innovation in marketing, stuck to the past, and failed to develop new products. It has been closely targeted by second-tier brands and is the most likely brand 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. Weilong Dry Red

"Weilong Dry Red" - already ranks fourth in the industry in terms of sales, and at the same time has to accept that it is considered low-end by consumers. Serving red wine represents this view. 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 has gone through arduous exploration and finally found its own advantageous positioning. It also talks about the place of origin, but its explanation is much better than that of the Great Wall. Consumers can also easily identify and understand 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 listed companies, 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 establishing a foothold in Yunnan, and then taking advantage of the topography of the Yunnan-Guizhou Plateau, it poured down, conquering Guizhou, entering Guangdong and Guangxi, pacifying Sichuan, and entering Hunan, and then relied on the "Diaoyutai State Banquet Wine" to march north, which is 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, has adopted the following brand positioning A "road to experience consumption". 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 the impression for more than a year, apart from Xintian, which is overwhelmed by the huge production capacity, its own products seem to be only "Yunnan, ****, and Cabernet Sauvignon." ". Selecting excellent dealers to transfer the right to use the brand locally is a good idea to reduce risks and share benefits. But in the face of dealers who aim to make profits and determine whether to be agents based on the manufacturer's investment, this idea is too advanced. Which dealer is willing to pay out of pocket for a brand whose risks have yet to be determined? Besides, how many places are suitable for producing dry red wine based on the local concept? Can the impressions of Inner Mongolia, Hebei, Tianjin, Shanxi, Shaanxi, Shandong, Henan, Anhui, Jiangxi, etc. be connected with the romantic, elegant, fashionable and cultural consumption experience of red wine? Compared with the "Cheers for the City Series" of Jinliufu, which operates its own business and invests in market construction in the mature consumption field of liquor, it has a lot more utilitarianism.

8. Tonghua Dry Red

"Tonghua Dry Red" - one of the oldest wine companies, was founded in 1937 by the Japanese Keiji Kinoshita. But except for Wu Dawei of Shuangkoushan Wine, consumers have basically no impression. Since 70 of its categories are related to mountain grapes and sweet wine, Tonghua Co., Ltd. will face huge pressure to survive in the face of the decision of the China Winemaking Industry Association to cancel semi-juice wine. The image of mountain wine has greatly damaged Tonghua's brand. How to let consumers know that this Tonghua is not that Tonghua will also be a big problem for the company. At the same time, it is equally important to give the company a clear positioning and tell consumers who it is and what characteristics it has.

The latest news is that Altai has invested in Tonghua shares and established a marketing company to be fully responsible for the development, promotion and sales of new products in Tonghua. The most fierce marketing master in the red wine circle has arrived. We sincerely hope that Tonghua Wine will have a A bright future.

9. Long Hui Dry Red

Long Hui Dry Red - from "European style, Dragon Emblem expresses everything" to "the way to enjoy it for successful people", and to this day " The dragon and the emblem are reflected, the supreme choice.” Longhui Dry Red has always taken the high-end route. This company was founded in 1910 and once cooperated with the world's third largest brewing company, France's Pernod Ricard Group, for 15 years. Although it has fallen out of the top ten domestic sales, it still has a special sales channel that is enviable. . That is, it has the largest share of domestic four- and five-star hotels, and the largest share of Asian wines among high-end Asian restaurants in Europe. Its export volume accounts for 12.5% ??of the country's total wine exports, while its export value accounts for 23.6% of the country's total wine exports.

In 2001, the APEC meeting in Shanghai designated dragon emblem as the designated banquet wine. It’s not that such companies have no differentiated publicity points, but the total amount of communication is not enough to let more consumers know the company’s advantages. In addition, Longhui Company has become the Chinese general agent of the Hardy series products of the world's largest red wine company "Constellation-Hardy". I believe that Longhui products, which put down their aristocratic pretensions and increase investment in brand promotion, will have a new development. .

10. Shangri-La

"The Shangri-La of the world" - Zangmi is not wine, but who can ignore its current impact on wine manufacturers in various channels. It can be said that what Zangmi sells is not the wine, but the mysterious culture of Shangri-La. What it sells is the unconquerable legend of Meili Snow Mountain. What it sells is the pure thousand-year ice and snow melt water used in Zangmi. What it sells is people's yearning for an ideal life. . Before being acquired by Golden Luk Fook, Shangri-La-Zangmi lacked sales channels and networks. With Golden Luk Fook's network of 2,000 dealers and tens of thousands of strong terminal stores, I believe the situation will be greatly improved. Last year's sales of nearly RMB 100 million illustrate this point. Xintian can learn from this. Aren’t there many outstanding big merchants in Guangdong? But we also see that the biggest development bottleneck of Zangmi is: "Fundamentally, it is not wine." Therefore, people who have long-term red wine consumption habits do not like her, but people who have no experience in red wine consumption appreciate her very much. She has a fresh and unique taste like that of a girl from the snowy land of highland barley. How to solve the problem of recognition of Shangri-La-Zangmi among mature red wine consumers will be an important development issue.