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Contents

1. Introduction to the wine industry

(1) Characteristics of the wine industry

(2) Advantages of the wine industry

(3) Development history of my country’s wine industry

(4) Classification of the wine industry

2. External influences on the wine industry

(1) Domestic administrative policies and regulations on the industry

(2) Domestic policies and regulations on the industry Promotional policies and regulations

(3) Domestic technology leading companies

3. Supply and demand analysis of the wine industry

Liquor industry supply

4 .Industrial chain, related industry analysis

(1) Supplier analysis

(2) Related industry analysis

5. Industry manufacturer behavior analysis

(1) Marketing behavior

Introduction to typical marketing models in the wine industry

Marketing innovation analysis

Marketing events

(2) Production Behavior

Introduction to Typical Production Models

Chronicles of Production Capacity Changes in the Industry

(3) Industry Expansion and Integration Behavior

6. Industry Analysis of major manufacturers

Appendix: Industry information required for SCP analysis

Industry Introduction

1. Industry Characteristics

The development trend of the alcohol industry has always been concerned by all walks of life. This year, the total output of the alcohol industry will increase slightly, prices will fluctuate within a narrow range, and production and market will further concentrate on famous and high-quality wines

my country's alcoholic beverage industry will present five major characteristics this year:

(1) Output: The total output of my country's alcoholic beverage industry will increase slightly this year compared with last year.

(2) In terms of price: the prices of various wines will fluctuate within a narrow range. Although the price of liquor increased significantly last year, judging from the trend, the price of liquor will gradually fall back. And beer supply growth has exceeded demand growth, and prices may fall slightly. Due to the impact of foreign products and the increase in domestic production capacity after joining the WTO, the price of wine will continue to fall

(3) In terms of concentration: the production and market of wine are further concentrated towards famous and high-quality wines. Our country has entered the process of survival of the fittest, and the production and market are further concentrated on famous and high-quality wines.

(4) Innovation: Innovation will become an essential magic weapon to improve the competitiveness of enterprises. Innovation is an essential "magic weapon" that runs through the feasibility strategy of an enterprise. Innovating mechanisms, creating differences, creating markets, and creating methods will become the common choices for all enterprises in the Chinese wine industry in 2009. Only in this way can enterprises avoid being eliminated.

(5) In terms of management; refined management will become an important support for corporate efficiency. Despite the decline in economic prosperity, the wine industry is still facing rising pressure on production costs, management costs and marketing costs. In addition, product sales prices are no longer strong, which will directly lead to shrinking corporate profits. Therefore, refined management will It has become an important support for enterprises to maintain profits.

2. Industry advantages

(1) China’s wine industry has great room for improvement in corporate marketing management, process planning, organizational structure and operation

(2) National cultural advantages: Eastern culture has not broken down for thousands of years, continues to influence the world with its unique vitality, and plays a decisive role in the formation of China's unique business culture. Therefore, Chinese wine has unique craftsmanship and unique wine body and flavor.

(3) Cost advantage: The raw material costs and labor costs in my country’s wine industry are both low.

(4) Brand advantage: my country's major famous wine brands are gradually going abroad and going to the world, establishing their own brands and becoming world-famous brands.

3. The development history of my country’s wine industry

my country has a long history of wine making. In the long-term development process. It has brewed many wine treasures known as "divine products" and "jelly".

Famous Chinese poets Li Bai, Bai Juyi, Du Fu and Du Mu all have popular poems about wine that have been passed down to this day. People have chanted it repeatedly for hundreds of years. Here are two songs for your enjoyment.

(1) Ancient times; People in ancient times ate raw hair and drank blood. The use of fire brought an end to this primitive way of life. With the rise of agriculture, people not only had the food they needed to survive, but they could also eat it at any time. Grains can also be used as raw materials for winemaking

(2) Shang and Zhou Dynasties. In the Shang Dynasty, the winemaking industry developed rapidly. Bronze wine cups appeared, and wine began to be used to worship gods.

(3) After the Han and Tang Dynasties, in addition to rice wine, the production of various liquors (naojiu), medicinal wine, and fruit wine has developed to a certain extent

(4) In recent years, ． My purpose: With the advancement of science and technology, the winemaking industry has formed a large production capacity, and there are more and more types of wine, and the scale of the industry is expanding rapidly.

4. Classification of the wine industry

1. According to alcohol content:

˙High-alcohol wine (51-67) ˙Medium-alcohol wine (38-50 ) ˙Low-alcohol wine (less than 38)

2. According to the sugar content of the wine:

˙Sweet wine (more than 10) Semi-sweet wine (5-10) ˙Semi-dry wine (0.5-5)

˙˙Dry wine (below 0.5)

3. According to the manufacturing method of wine:

˙ Brewed wine, distilled wine, prepared wine

4. Classified by product type:

˙White wine, rice wine, beer, fruit wine, medicated wine, imitation foreign wine

External Impact

The impact of policies and regulations on the industry

The industrial policy of China's winemaking industry is: "Focus on the development of wine and control the total amount of liquor." Wine is a fermented wine with low alcohol content , elegant in character and rich in nutrients, it is one of the wine varieties that is focused on supporting the development of my country's wine product structure adjustment.

Domestic administrative policies and regulations for the industry:

On April 29, 2009, the State Administration of Taxation issued "Several Opinions on Strengthening Tax Collection and Administration to Promote Leakage and Increase Revenue." The Opinions The document pointed out that in order to ensure that tax revenue in 2009 meets the growth target, inspection efforts will be intensified and new requirements and new measures will be put forward for the collection and administration of certain taxes. For the consumption tax part, "it is necessary to strengthen the management of the liquor consumption tax base, determine the minimum taxable price of liquor consumption tax from large distilleries, and preserve the tax base. All localities must strengthen the collection and management of liquor consumption tax from small distilleries, and adopt the verification and collection method for incomplete accounting documents." . Stop leaks and increase revenue. ”

Liquor is subject to consumption tax, which is divided into ad valorem tax and specific tax. Consumption tax is an in-price tax, and changes in its increase or decrease will directly affect the profits of enterprises.

Domestic policies and regulations to promote the industry:

1. Wine Consumption Tax Management Measures (Trial) Released

The "Wine Consumption Tax Management Measures (Trial)" issued by the State Administration of Taxation Trial)" will be officially implemented on July 1, 2006.

The measures stipulate that units and individuals that produce, entrust processing, and import wine within the territory of the People's Republic of China are taxpayers of wine consumption tax. The sales of wine between units or individuals engaged in wine production within the country shall be managed by the "Wine Purchase Certificate". The purchaser shall apply to the competent tax authority for receipt of the certificate before purchasing the goods, and the seller shall apply to the tax authority for refund of the paid consumption tax by presenting the tax refund copy of the certificate. If a production enterprise sells self-produced or purchased wine directly to units or individuals other than the production enterprise, certificate management will not be implemented, and consumption tax shall be declared and paid in accordance with the "Interim Regulations on Consumption Tax". Taxpayers who continuously produce wine using imported wine as raw materials are allowed to deduct the consumption tax specified in the "Special Payment Form for Customs Import Consumption Tax" from the amount of consumption tax payable in the current period. If the consumption tax payable in the current period is insufficient for deduction, the balance will be reserved for deduction in the next period.

The Sugar and Wine Express Market Analysis Center believes that this move will help foreign wines compete in the domestic market. The price of domestic wines is more than half cheaper than foreign wines of similar quality and grade. If foreign wines want to expand the market, Seize every opportunity for price promotions.

This move will also solve the problem of double taxation by wine production enterprises, and will be conducive to strengthening wine consumption tax management and the development of my country's wine industry

2. The impact of tariff changes on the wine industry after joining the WTO

Changes in wine import tariffs

Changes in wine import tariffs

Before adjustment

After adjustment

Imported bottled wine tariffs

43

14

Comprehensive tax rate on imported bottled grapes

85.9

48.2

Import Bulk wine tariff

43

20%

Comprehensive tax rate for imported bulk wine

85.9

56%

Domestic technology leading company

Wuliangye Group Co., Ltd.

Company profile:

Wuliangye Group Co., Ltd. is located in the "No. 1 City on the Yangtze River" ——The shore of Minjiang River north of Yibin City, Sichuan Province, China. Its predecessor was the "Chinese Monopoly Company Sichuan Yibin Winery" which was jointly established by several ancient winemaking workshops in the early 1950s. In 1959, it was officially named "Yibin Wuliangye Winery" due to the excellent quality and reputation of its product Wuliangye Wine.

Since 1985, the original Wuliangye Distillery has creatively combined historical and cultural inheritance with modern scientific operations, thus achieving rapid development. It was officially restructured into "Wuliangye Group Co., Ltd." in 1998.

From the Ninth Five-Year Plan period to 2004, the company achieved a miraculous average sales revenue growth rate of 26%. The main strategic goals of the company's development are: gradually increase the market share of high- and mid-price brands, gradually reduce the market share of low-price brands, and implement the 198 brand strategy (i.e. 1 global brand, 9 national brands , 8 regional brands), and created 18 key brands among more than 70 brands, carrying a sales volume of 400,000 tons of commercial wine. Build Wuliangye Group Co., Ltd. into a large enterprise integrating scale, modernization, collectivization and internationalization.

Technological leadership:

"Wuliangye Liquor" is an outstanding representative of strong-flavor liquor. It uses five kinds of grains: sorghum, rice, glutinous rice, wheat and corn as raw materials, and uses "Bao Bao Qu" as the power. It is fermented in old cellars, aged for many years, and carefully blended. Its special process of whole grains perfectly combines the essence of five kinds of grains, avoiding the shortcomings of other liquors that use a single red grain or two or three kinds of grains as raw materials, resulting in a single brewing flavor and poor taste, forming a "long-lasting aroma and taste". The wine style is "mellow, sweet in the mouth, refreshing in the throat, harmonious and just right in flavors, and is especially famous for its comprehensive taste." It has become a food truly fermented in environmentally friendly nature; its unique natural ecological environment, 600 Six major advantages, including many years of Ming Dynasty ancient cellars, five grain recipes, brewing techniques, moderate quality, and the "Ten Mile Wine City", have become outstanding treasures among today's wine products.

Tsingtao Beer Co., Ltd.

Company Profile:

In August 1903, the first brewery built with European technology was born in the ancient land of China. ——German Beer Co., Ltd. Qingdao Company. After a hundred years of vicissitudes, this earliest beer company has developed into Tsingtao Beer Co., Ltd., the manufacturer of the world-renowned "Tsingtao Beer". In 1993, Tsingtao Beer Co., Ltd. was established and entered the international capital market. The company's shares were listed in Hong Kong and Shanghai respectively, becoming the first domestic joint-stock company to be listed in both places at the same time.

In the late 1990s, Tsingtao Brewery began to fully implement the "big brand strategy" and established and implemented "freshness management", "high starting point development, low-cost expansion" and "market network". Strategic decisions such as "construction" and "brand-driven" asset restructuring took the lead in setting off a wave of mergers and acquisitions across the country. It is known as the leader of the industry integration trend in China's beer industry "from the Spring and Autumn Period to the Warring States Period". For acquired companies, Tsingtao Brewery implements a unique management model of "system integration and mechanism innovation" and uses Tsingtao Brewery's corporate culture to integrate the management models and concepts of subsidiary management.

At present, Tsingtao Beer Company has 55 beer production plants and malt production plants in 18 domestic provinces, municipalities and autonomous regions, building a nationwide marketing network and basically completing a national strategic layout. The current beer production scale, total assets, brand value, production and sales volume, sales revenue, total profits and taxes, market share, export and foreign exchange earnings and other indicators rank second in the domestic industry. Facing the new century, Tsingtao Brewery will continue to innovate, build a learning enterprise, improve core competitiveness, create a large international company, become a value expert in the international market, a leader and superstar in the Chinese beer market, and write the story of the new century. Brilliant chapter.

The technological leadership of Tsingtao Beer:

It is made from high-quality malt, rice, hops and water, and refined through saccharification, filtration, cooling, fermentation, packaging and other processes. It is successfully The reason lies in the unique brewing process and strict process management. On the basis of continuing the traditional brewing process, through continuous technological improvements, the brewing process of Tsingtao Beer has become increasingly perfect, and the unique post-ripening process and excellent yeast strains It is the icing on the cake, ensuring the excellence and stability of product quality. The company has established strict internal quality control standards that are higher than national standards. From the entry of raw materials to the processing of semi-finished products and the delivery of finished products, they must undergo systematic and strict quality inspections. In 1995, the company passed the ISO9002 international standard certification organized by Det Norske Veritas, which marked the further improvement of Tsingtao Beer's quality management level and its integration with international standards

High-quality raw materials

Malt: Made from imported high-quality barley, carefully prepared by Tsingtao Beer's unique malting process;

Rice: The leading domestic rice freshness control technology is used to ensure the high quality and freshness of the rice, and an appropriate code ratio is adopted ;

Hops: using high-quality fresh Tsingtao large flowers and formulated fine fragrant flowers;

Water: brewing water;

Yeast: using Tsingtao Beer's unique beer Yeast;

Unique brewing process

Adopting modern one-pot brewing process and unique low-temperature long-term post-ripening technology, it was carefully brewed for more than 30 days. At the same time, it passed the domestic Leading beer preservation technology ensures the freshness of beer taste.

The result is a beer with a pure and harmonious flavor, a clean finish, and a light aroma of hops and malt.

Analysis of supply and demand in the alcohol industry

Industry supply

Changes in alcohol supply channels

Relative to the decrease and shift in consumption, The supply of alcohol is in a state of relative overproduction. Therefore, wine production and distribution enterprises are in a state of frequent entry and exit. Looking at the long-term trend, there were 3,326 alcoholic beverage manufacturers in 1900 and 3,299 in 2000. Basically, there has not been much change. In terms of content, after the relaxation of local beer production restrictions in 1994, the number of new additions and withdrawals was basically the same, with a slight increase. In the sake industry, which is structurally prone to overproduction, the number of manufacturers overall tends to decrease.

The increase in alcoholic beverages is also a factor in supply changes. Since there are relatively few restrictions on the import of alcohol, the import of wine and soju has increased significantly compared with before. Wine imports have the largest growth, accounting for 61% of the alcohol import tax. The main importing countries are France and Italy. Soju imports account for 15% of the alcohol import tax. The main importing country is South Korea.

In the distribution field, in 1990, the number of wholesalers was 1,812, with a sales volume of 9,749,000 liters. In 1999, there were 1,278 wholesalers, with a sales volume of 10,254,000 liters. The number of wholesalers decreased by approximately 301※, The quantity growth increased by about 5, which shows that wholesalers are undergoing mergers and enlargement. In the retail stage, the total number of stores of general retailers was about 131,000 in 1990, and increased to 140,000 in 2000, a net increase of about 10,000 stores, and the sales volume increased by about 5※. There seems to be no problem. However, through observation of shorter periods and categorical data, it can be found that this is not actually the case.

Figure 1 shows the acquisition and revocation of liquor licenses over a longer period. The left coordinate is the number of acquisitions and revocations each year, and the right coordinate is the total number of licenses.

It can be found that the number of license revocations for liquor retail stores has been gradually increasing since the late 1980s. Starting from 1998, the number of newly obtained licenses each year also began to increase sharply. Although there was a decline in 2000. However, that is a temporary phenomenon caused by the change in the license application period, and the momentum of new license applications continues unabated. This is due to larger outlets joining in due to the relaxation of restrictions on liquor license applications. This issue will be discussed later. Here's just a look at the long-term competitive trends of big-box stores versus traditional retail stores.

Since the birth of large supermarkets and convenience stores, the competition between large retail stores and traditional alcohol retailers has never stopped. Large stores have advantages in sales scale and means, and they increasingly occupy an important position in the circulation of alcohol. In the past, obtaining a liquor business license was subject to quality requirements, strict distance restrictions and business district population restrictions. If these requirements were not met, the liquor business license would not be obtained. Therefore, until 1990, large retail stores such as supermarkets and convenience stores only accounted for about 12 of the total number of alcohol retail stores and about 17 of the sales volume. In the 1990s, this balance began to be broken. As the closure of traditional retail outlets increased, the number of convenience stores and large stores obtaining business licenses increased rapidly. By 2000, the total number of liquor retail stores occupied by convenience stores and large stores rose to 31 , sales volume rose to about 46.

Industrial chain and related industry analysis

1. Supplier analysis:

China’s wine industry is large in scale, industry categories are detailed, and there are many suppliers that can provide services. Below we take three of the suppliers for analysis: Wuliangye Group Co., Ltd., Luzhou Laojiao Co., Ltd., Jinliufu Liquor Co., Ltd. (now integrated with Huazhi Liquor Store)

1. Wuliangye Group Co., Ltd.:

Wuliangye Group Co., Ltd. is located in the "No. 1 City on the Yangtze River" ”——The shore of the Minjiang River to the north of Yibin City, Sichuan Province, in the hinterland of southwest China. The former "China Monopoly Company Sichuan Yibin Distillery" was jointly established by several ancient brewing workshops in the early 1950s. It was officially named "Yibin Wuliangye Distillery" in 1959 and was restructured into "Sichuan Yibin Wuliangye Group" in 1998. Ltd."

Wuliangye Group Co., Ltd.’s famous product "Wuliangye Liquor" is an outstanding representative of strong-flavor liquor. It uses five kinds of grains: sorghum, rice, glutinous rice, wheat and corn as raw materials, and uses "Bao Bao Qu" as the power. It is fermented in old cellars, aged for many years, and carefully blended. Its special process of whole grains perfectly combines the essence of five kinds of grains, avoiding the shortcomings of other white wines that use a single red grain or two or three kinds of grains as raw materials, resulting in a single brewing flavor and poor taste, forming a "long-lasting aroma and taste". The wine style is "mellow, sweet in the mouth, refreshing in the throat, harmonious and just right in flavors, and is especially famous for its comprehensive taste." It has become a food truly fermented in environmentally friendly nature; its unique natural ecological environment, 600 Six major advantages, including years of Ming Dynasty ancient cellars, five grain recipes, brewing techniques, moderate quality, and the "Ten Mile Wine City", have made it an outstanding treasure among today's wine products.

Since 1915, when it represented Chinese products and won the first gold medal at the "Panama International Exposition", Wuliangye Liquor has won 39 gold medals at expos around the world. In 1995, it won the gold medal at the "13th Panama Exposition" Wuliangye won another gold medal at the International Food Expo, cementing Wuliangye’s glorious performance of “retaining gold medals for eighty years” and was named the “King of China’s Liquor Industry” by the 50th World Statistical Conference. In June 2002, Wuliangye once again won the only gold medal in the liquor category at the "20th International Business Exhibition" in Panama, continuing Wuliangye's century-old honor.

At the same time, Wuliangye liquor has been awarded the title of "National Famous Liquor" four times; it has won the National Gold Medal for Quality Products four times; its trademark "Wuliangye" was rated as the first "Top Ten Famous Trademarks" in China in 1991; in 2003, it once again won the "National Quality Award" Management Award", becoming the only company in my country's alcohol industry to win the national quality management award twice; for several years, the "Wuliangye" brand has ranked first among the "most valuable brands" in China's liquor manufacturing and food industries. In 2006 Its brand value reaches 35.826 billion yuan, ranking first in the food and beverage industry for 12 consecutive years, ranking among the top four most valuable brands in China, and having market-leading influence. In 2006, the export volume of Wuliangye series liquor accounted for more than 90% of the country's total liquor export volume. The group company insists on combining modern technology with ancient traditional craftsmanship, and has systematically developed Wuliangchun, Wuliangshen, Wuliangchun, Yangtze River Delta, Lianghuchun, Modern People, Jinliufu, Liuyanghe, Laoshoufang, and Jingjiu. There are dozens of series of products of different grades and tastes that meet the needs of consumers in different regions, different cultural backgrounds and different levels. In particular, the launch of the smooth sailing Wuliangye, Wuliangye Panama Commemorative Wine, Wuliangye Vintage Wine and other high-quality and treasure series Wuliangye has become a model of the pursuit of excellence with its exquisite and ultimate integration in spirit, shape, charm and taste.

2. Luzhou Laojiao Co., Ltd.:

Luzhou Laojiao Co., Ltd. is located in Guojiao Plaza, Luzhou, Sichuan. It is a state-controlled listed company with a brewing history of more than 400 years. The company's total assets are nearly 3 billion yuan, with a production construction area of ??more than 360,000 square meters. Luzhou Laojiao Marketing Network Command Center is located on the south side of Chengbei New District, Luzhou City. It is the office location of the headquarters of Luzhou Laojiao Group.

The company owns the earliest-built old pits in my country (founded in 1573 AD), the longest continuous use, and the most complete protection. In 1996, it was approved by the State Council as a national key cultural relics protection unit and is known as As "China's No. 1 Cellar", it has become a miracle in the world's winemaking history with its unique social, economic, historical and cultural values.

The company’s leading products include Guojiao 1573, Century-old Luzhou Laojiao and Luzhou Laojiao Tequ. Guojiao ?1573 has been identified by the national liquor expert group and has the characteristics of: "colorless and transparent, elegant cellar aroma, sweet and refreshing, soft and harmonious, long tail aroma, typical style". Luzhou Laojiao Tequ (Daqu) is one of the four oldest famous wines in China. It has been ranked among the top Chinese famous wines in the past and is known as the "originator of strong aroma" and "the leader among wines". Since winning the gold medal at the Panama Pacific International Exposition in San Francisco, USA in 1915, it has won 17 major international gold medals. Its "Luzhou" registered trademark is one of the first ten well-known trademarks in China. As determined by the national authoritative intangible assets evaluation agency, the brand value of Luzhou Laojiao is as high as 10.2 billion yuan. In recent years, the company has also won honorary titles such as "National Advanced Enterprise for Quality and Efficiency" and "Top 500 Chinese Enterprises with the Best Comprehensive Economic Benefit". The Luzhou wine industry began in the Qin and Han Dynasties, flourished in the Tang and Song Dynasties, flourished in the Ming and Qing Dynasties, and developed in New China. The Luzhou Laojiao Group, which is in the same line as it, is a century-old famous wine company well-known at home and abroad. It is a group of 36 ancient winemaking workshops in the Ming and Qing Dynasties. On the basis of the development of large-scale state-owned brewing groups.

Luzhou Laojiao has a long history and is the birthplace of Chinese strong-flavor liquor. It is unique in the Chinese liquor industry with many unique advantages. It has the earliest 1573 national treasure cellar group in my country (founded in 1573 AD), the longest continuous use, and the most complete protection. In 1996, it was approved by the State Council as the first national key cultural relics protection unit in the industry. In 2006, it was designated by the State Administration of Cultural Heritage Included in the "World Cultural Heritage Tentative List". "Luzhou Laojiao Liquor Traditional Brewing Technique", as the only representative of Sichuan liquor and my country's strong-flavor liquor, was selected into the first batch of "National Intangible Cultural Heritage List" in May 2006, becoming the only one in the industry with "Double National Treasures" enterprise. Luzhou Laojiao Tequ is one of the four oldest famous liquors in China. It won the gold medal at the Panama Pacific International Exposition in 1915. In 1952, it was identified by the country as a typical representative of strong-flavor liquor at China's first wine appraisal meeting. It is the only one that has won the "China's Best Liquor Award" for five consecutive years. Famous liquor" strong-flavor liquor. Its registered trademark "Luzhou" is one of China's first top ten well-known trademarks.

The "Guojiao Brand" trademark was awarded the only national "well-known trademark" in the liquor category in 2006.

Drinking Luzhou Laojiao wine can deeply understand the wisdom of Chinese culture and gain the root of Chinese culture, which is a grand event in life.

3. Jinliufu Liquor Sales Co., Ltd.:

Jinliufu Liquor Co., Ltd. was born in 1996. It adheres to the concept of "integrity-based, sustainable operation" and relies on With the advanced marketing model, we have joined forces with Wuliangye Group, the leader in China's liquor industry, to quickly embark on a development path from brand agency, brand creation, to owning famous brands. It has developed into a professional beverage marketing enterprise with 18 regions, 4 production companies, nearly 2,000 marketing personnel, and a promotion team of more than 5,000 people.

Jinliufu Wine is deeply favored by consumers for its superior quality, novel packaging and profound cultural heritage. It sells well both at home and abroad and is known as the "Luxury Wine of the Chinese". Since 1999, its sales volume has ranked first among Wuliangye series liquor brands for six consecutive years. According to the evaluation by the national authoritative asset appraisal agency, the brand value of "Jinliufu" in 2004 reached 3.139 billion yuan.

Although it has grown into a leader in this fiercely competitive industry, Jinliufu Enterprise, which focuses on the future, has never been satisfied with its existing achievements. The company has also entered new fields such as wine and health wine, building a It is a development platform that integrates Jinliufu Liquor, Wuliangye Vintage Liquor, Kaixiao, Shaoyang, Linshui and other series of liquors, as well as Wubi Ancient Formula series of health-care wines. In the future, Jinliufu Enterprise will continue to brave the wind and waves and move forward bravely in the "sea" of China's wine industry.

In 1998, the first bottle of Jinliufu wine rolled off the assembly line in Wuliangye production workshop. Over the past ten years, Jinliufu Wine has always adhered to the positioning of "Fu Culture" and has been deeply favored by consumers for its superior wine quality and novel packaging.

Jinliufu Liquor is positioned with the auspicious image of "luck" and actively participates in various social events. It is known as the "lucky wine of the Chinese people": it was awarded the only celebration liquor for the Chinese sports delegation in the 28th Olympic Games. The only celebratory liquor for the national football team to qualify; since 2004, Jinliufu has used a series of theme communication - "Mid-Autumn Festival Reunion? Jinliufu Liquor", "Going Home for Spring Festival? Jinliufu Liquor", "I have a happy event? Jinliufu Liquor" , and Jinliufu wine has gradually become an indispensable new folk custom in Chinese people's festival consumption.

The main products of Jinliufu series wine include star series, Fuxing Gaozhao series, Fuxing series, VIP special series, classic series and gift box series, etc. There are currently 338 items. The sales volume of Jinliufu series wines has maintained double-digit growth for nine consecutive years. Since 1999, it has ranked first among Wuliangye series brands for seven consecutive years. It has won the title of China's Well-known Trademark, with a brand value of 4.267 billion. It ranks first in the country in terms of single-brand sales volume. Brand sales rank among the top three in the national liquor market.

1. Industry Characteristics

The development trend of the alcohol industry has always been concerned by all walks of life. This year, the total output of the alcohol industry will increase slightly, prices will fluctuate within a narrow range, and production and market will further concentrate on famous and high-quality wines

my country's alcoholic beverage industry will present five major characteristics this year:

(1) Output: The total output of my country's alcoholic beverage industry will increase slightly this year compared with last year.

(2) In terms of price: the prices of various wines will fluctuate within a narrow range. Although the price of liquor increased significantly last year, judging from the trend, the price of liquor will gradually fall back. And beer supply growth has exceeded demand growth, and prices may fall slightly. Due to the impact of foreign products and the increase in domestic production capacity after joining the WTO, the price of wine will continue to fall

(3) In terms of concentration: the production and market of wine are further concentrated towards famous and high-quality wines. Our country has entered the process of survival of the fittest, and the production and market are further concentrated on famous and high-quality wines.

(4) Innovation: Innovation will become an essential magic weapon to improve the competitiveness of enterprises. Innovation is an essential "magic weapon" that runs through the feasibility strategy of an enterprise. Innovating mechanisms, creating differences, creating markets, and creating methods will become the common choices for all enterprises in the Chinese wine industry in 2009. Only in this way can enterprises avoid being eliminated.

(5) In terms of management; refined management will become an important support for corporate efficiency.

Despite the decline in economic prosperity, the wine industry is still facing rising pressure on production costs, management costs and marketing costs. In addition, product sales prices are no longer strong, which will directly lead to shrinking corporate profits. Therefore, refined management will It has become an important support for enterprises to maintain profits.

2. Industry advantages

(1) China’s wine industry has great room for improvement in corporate marketing management, process planning, organizational structure and operation

(2) National cultural advantages: Eastern culture has not broken down for thousands of years, continues to influence the world with its unique vitality, and plays a decisive role in the formation of China's unique business culture. Therefore, Chinese wine has unique craftsmanship and unique wine body and flavor.

(3) Cost advantage: The raw material costs and labor costs in my country’s wine industry are both low.

(4) Brand advantage: my country's major famous wine brands are gradually going abroad and going to the world, establishing their own brands and becoming world-famous brands.

3. The development history of my country’s wine industry

my country has a long history of wine making. In the long-term development process. It has brewed many wine treasures that are known as "divine products" and "good nectar". my country's famous poets Li Bai, Bai Juyi, Du Fu and Du Mu all have popular poems about wine that have been passed down to this day. People have chanted them repeatedly for hundreds of years. Here are two of them. First, for appreciation.

(1) Ancient times; In ancient times, people drank hair and drank blood, and the use of fire brought an end to this primitive way of life. With the rise of agriculture, people not only relied on With the food available for survival, grains can be used as raw materials for winemaking at any time

(2) Shang and Zhou Dynasties. In the Shang Dynasty, the winemaking industry developed rapidly. Bronze wine cups appeared, and wine began to be used to worship gods. .

(3) After the Han and Tang Dynasties, in addition to rice wine, the production of various liquors (naojiu), medicinal wine, and fruit wine has developed to a certain extent

(4) In recent years ,. With the advancement of science and technology, the winemaking industry has formed a large production capacity, and there are more and more types of wine, and the scale of the industry has expanded rapidly.

4. Classification of the wine industry

1. According to the alcohol content: ˙High-alcohol wine (51-67) ˙Medium-alcohol wine (38-50) ˙Low-alcohol wine (below 38)

2. According to the alcohol content Sugar content: ˙Sweet wine (more than 10) Semi-sweet wine (5-10)˙Semi-dry wine (0.5-5)˙Dry wine (below 0.5)

3. Press the wine The manufacturing method is divided into: ˙Brewed wine, distilled wine, ˙Prepared wine

4. Divided by product type: ˙White wine ˙Yellow wine ˙Beer ˙Fruit ˙Medicinal wine ˙Imitation foreign wine

Hope to know more about Can you help?