At the beginning of 2007, the three major wine manufacturers Changyu, Dynasty and Great Wall have made it clear that the internationalization of the three major manufacturers will not stop for any reason, and Changyu and Dynasty are doing so at lightning speed. The battlefield has been expanded to the "natal homes" where wine is produced - France, New Zealand, and Australia.
In the process of outward expansion, each of the three major wine merchants has its own highlights. Li Jiagui, a teacher in the Circulation Department of the Wine School of Northwest A&F University, told reporters that the external strategy of my country's major wine merchants can be roughly divided into several methods: one is direct export, with the overall self-owned brand appearing on stage; the second is borrowing ships to go overseas. In the form of opening up markets such as Europe through the sales channels of partners; there is also a way to jointly expand the international market through joint brands or direct acquisitions, such as developing joint brands with internationally renowned winery manufacturers.
Which is more important, expansion or base areas?
Data show that in 2006, the world’s per capita annual wine consumption was 4.5 liters, while my country’s per capita annual wine consumption was only 0.3 liters, which was less than 9% of the world level. %, China’s wine market has vast space, and it is particularly important for wine producers to find a balance between internal and external development.
According to a Xi'an wine market consumer survey report from the Wine College of Northwest Agricultural University in December 2006, the current main wine consumer groups in Xi'an are mainly young and middle-aged people with higher incomes, followed by self-employed people. and commercial workers, culture, education, science and health workers; in addition, wine consumers are generally working-class people with higher incomes. The largest consumers of wine are consumers with incomes between 1,000 and 1,500 yuan.
Is China’s high-end wine consumer market really that beautiful? A large number of foreign brands have settled in China, and foreign consumption is becoming saturated. Should Chinese brands go global? If, as experts have analyzed, China's wine's current external strategy is just to increase its international reputation, and the real consumer market is still domestic, then independent technology, high-quality products and corresponding market positioning are the only way to achieve market competitiveness. fundamental.
Brands and markets “no one is missing”
The three major manufacturers, which account for nearly 50% of China’s wine consumption market, have stated that Chinese wines are unanimously optimistic about overseas markets. In 2006, I tasted the sweetness in the battle, and the stock price rose all the way.
In promoting the process of internationalization, brand and market are two indispensable aspects. Compared with countries such as France and New Zealand, China has a large gap in per capita wine consumption. Most domestic wine manufacturers lack brand awareness and systematic market cultivation and market segmentation capabilities. The process of foreign wine entering the Chinese market has made certain contributions to cultivating the market, but how to form a wine culture with a localized spirit cannot just be about reaping profits.
In addition, the current technology research and development capabilities and brand stability of Chinese wine are not strong, and many problems existing in the development process have also been exposed (such as the "Tonghua Counterfeit Wine Case", "Ten Questions about China" , "Jiu Wen Changyu", "Jiebaina Trademark Dispute", "Dynasty Oak Barrel Incident", "Great Wall Imported Raw Wine Leakage Case", etc.), making consumers in the market believe that "high price does not mean high quality" , which has dampened or even broken some consumers’ confidence in domestic wine products. How to gain consumer loyalty with quality is particularly important.
Experts particularly emphasized that the development of the industry requires the guidance of the government and relevant departments and the concerted efforts of the domestic industry.
China’s wine consumption market must have a nurturing period. After all, the development of the wine economy requires a cultural atmosphere. There are many large and small brands in various parts of the country. The overall structure of how to make the Chinese wine industry appear on the international stage has not yet been formed. There is also a lack of diplomatic outreach from non-profit organizations and governments. Liu Yuan, vice president of the China International Wine Culture Research Association, analyzed to reporters that China’s wines do not pay much attention to opportunities in international business and government affairs in their external competition. Only domestic brands that go global can be more competitive at home. Perhaps this This is also the real reason why the three major wine manufacturers are expanding outward.
Is it better to use “local wine” or “foreign wine”
When introducing to reporters, a scientific research teacher from the Wine School of Northwest Agricultural and Forestry University said: “The advancement of the wine industry is not only related to its Its own development will also drive the development of other industries. The first is to promote the development of the planting economy, which is beneficial to increasing farmers’ income and building a green and ecological country. The second is the equipment manufacturing and packaging industry, and my country’s wine manufacturing equipment and packaging raw materials. , and technologies are all imported, which not only increases production costs, but is also not conducive to the long-term development of the industry. Another thing that is not well known by the public is that the characteristics of wine itself are completely developed by local industries to drive the local economy. It is understandable. ”
This does not mean that my country’s wine industry cannot cooperate and learn from high-quality foreign manufacturers, but relying too much on foreign equipment and technology is definitely not a long-term solution. The taste of wine has a great relationship with the local climate, grape varieties, and precipitation in the year. However, people in different countries have different drinking preferences. Chinese wine manufacturers should stabilize the domestic market before extending outwards, and We make multi-layered wines according to the culture and preferences of the Chinese people.
Li Bin, a senior marketing manager, analyzed that when major domestic wine merchants cooperate with foreign investors, they first want to use the mutual advantages of both parties to gain overseas markets and launch brand strategies. Strength attack is also an insertion in marketing, but this move is not long-term. In the end, it will have to take the independent brand route.