This century will be one in which multinational corporations dominate the global economy. Multinational companies have set off waves of internationalization through "acquisitions, holdings, mergers, brand exports" and other forms, and are annexing more and more companies into their own spheres of influence at an alarming rate. Multinational companies control 70% of the world's overseas direct investment and 50% of commodity exports, control industry standards, core technologies and business models, and determine the rules of the game and development situation of competition to a large extent. Therefore, any enterprise is in danger of being "internationalized" one day.
Chinese enterprises have always been narcissistic and arrogant, and often boast of their "national industry". But where is the "national industry" today? One after another, they are gradually stepping into the wave of "internationalization". Needless to say, the two strongest brands in the water market, Robust and Wahaha, have now been taken over by the French Danone Group, the global beverage giant. What's even more terrible is that China's largest dairy manufacturer, Shangguan Dairy, has also successfully acquired a stake in Danone. Now Danone can be said to be an international company dominating China's beverage and dairy industries. The most incredible thing is that Very Coke, which has always been billed as "Chinese's own Coke", is also affiliated with Danone. It can be said that Very Coke is already "a Coke with a French flavor".
Looking from here to there, one can’t help but think of the present and future of China’s wine industry. Can the Chinese wine industry remain immune to the rapid international trend? China's red wine market has always been divided up by a few big players such as Changyu, Dynasty, Great Wall, and Huaxia, and they dominate the red wine market as national spokesmen. However, times have changed, and Chinese wine boss Changyu finally compromised with the international forces and cooperated with the world's largest wine group, Castel of France. Both parties jointly invested US$8 million to jointly develop mid-to-high-end wines suitable for the European and Asian markets. , of which Castel holds 30 shares of Changyu. In any case, those with foresight know that this is a precursor to the internationalization of Chinese wine.
Worries of being internationalized
Wine is a unique spiritual carrier of Western culture and is closely related to people’s lives. It has a long industrial history, excellent management, advanced technology, and equipment. Its excellence and scale are unmatched by China. The Chinese wine industry is still an immature industry, and there are many problems in grape base, technology, production management, market operation and other aspects. Especially after China joins the WTO, the two original barriers to protecting national industries: import quota restrictions and high tariffs will be eliminated. Global foreign wine giants are bound to march forward and win great competitive advantages with high quality and low price. For example, after joining the WTO in the next few years, China's tariffs will be reduced from the original 65 yuan to about 10 yuan. A bottle of red wine that originally cost 50 yuan will be reduced to more than 20 yuan, which is comparable to domestic red wines such as Changyu and Dynasty, which are positioned within 20-60 yuan. Not much different.
In 2001, a whirlwind of cross-border mergers and acquisitions took place in the wine industry. Australia's BrlHardy spent huge sums of money to acquire Con Stecation and Beringer Winery, the second largest wine company in the United States; Domecq, a British wine group, has successively acquired Craffigna and Saintelice in Argentina, Kuemmerling Gom bh, the fourth largest red winery in Germany, and Chile The Italian company Montatchino has brought wineries from Bulgaria’s Yal 2000 Company and Sweden and other countries under its umbrella. It can be seen that the internationalization of the wine industry is so powerful and turbulent, how can it not affect China?
If you don’t have far-off worries, you must have immediate worries. The outside world is very helpless, but also very exciting. After joining the WTO, Chinese wines must bravely go abroad, boldly participate in international competition, and make every effort to strengthen their international competitiveness in the new environment. They must work behind closed doors and cherish their own business, only to face the fate of being eliminated by the market. From the perspective of market strategy, joining the WTO and participating in international competition can not only establish one's own world market base, but also disrupt the enemy's rear and disrupt the enemy's deployment, thereby achieving the purpose of defending the enemy, protecting oneself, and strengthening oneself. At the same time, China's accession to the WTO will also provide an equal development platform for China's wine industry to participate in international competition.
Therefore, how can the Chinese grape industry prepare for a rainy day, respond early, take the initiative to learn, adapt and innovate, learn from the strengths of foreigners to defeat them, participate in global competition, build a strong international brand of its own, and become invincible? The following are some actions that China’s wine industry must take.
(1) Cultural Internationalization
“It is not the sail that propels the sailboat forward, but the invisible wind.” And this "wind" is the wine culture that integrates concepts, consciousness, quality, system, history and image. Haier President Zhang Ruimin also said, "Capital is the ship, talent is the foundation, and culture is the soul." Wine without soul is wine without culture. How can wine without culture face the WTO, how can its brand be internationalized and go global? Only when wine product quality, market management and corporate culture are effectively integrated into one, can Chinese wine companies be able to build their own international brands. As Coca-Cola said, what we produce is not sugar water but American culture. Once a wine company makes its products a part of Chinese culture and integrates them with world culture, only then will it be possible to be widely accepted by consumers at home and abroad, and only then will it be possible to produce an international brand effect like a nuclear explosion.
Which wine companies in China have their own truly authentic wine culture? Changyu? Great Wall? Or China? At best, it is Ah Q-style Chinese culture. As for the international wine culture that is both earthy and foreign, combining Chinese and Western styles? It seems that there is not. So how can Chinese wine achieve internationalization culturally? This can be done from three aspects. The first is the internationalization of product logos (names). The main trademark must be in English rather than pinyin or Chinese, so that foreign consumers can understand it at a glance and be familiar with it. For example, the international Changyu logo, zhangyu, is not as appropriate and foreign as zaniu; the second is the internationalization of advertising slogans. Internationalization of advertising slogans does not mean that the advertising slogans must be universally applicable, but that the advertising slogans should not always reveal the things of the ancestors, such as " "Healthy, prosperous and happy", the advertising slogans of international brands should also be localized to conform to the audio-visual psychological customs of foreigners; the third is the internationalization of cultural marketing, establish an international promotion center for Chinese wine culture as early as possible, and organize wine culture external lectures, Cultural photo exhibitions, opening up external columns on Chinese wine on TV, radio, and newspapers, etc., to bring Chinese wine to the world.
(2) Network Internationalization
Nowadays, competition among enterprises is becoming increasingly fierce, the market is oversaturated, and the contradiction between enterprises’ limited marketing resources and infinitely expanding marketing expenses is becoming increasingly acute, which forces enterprises to Methods, means and strategies are in urgent need of a complete fission and a full revolution. If Chinese wine wants to go global, if traditional Chinese distribution methods are still used in foreign countries, the internationalization of Chinese wine brands will inevitably be difficult and difficult. Because the foreign market environment is completely different from the Chinese market. Therefore, many manufacturers and entrepreneurs are always asking themselves: How can their companies and brands grow wings and successfully fly abroad and go global? Today's advanced network information technology has given Chinese wine companies a certain choice; they can go global without leaving home.
The first benefit that the Internet brings to enterprises is the low transaction costs of online marketing. Internet marketing has allowed photoelectricity to replace printing, online negotiation transactions to replace physical transactions, and direct sales to become the main sales channel, thus greatly saving transaction costs. Second, online marketing is not limited by time and space. As long as you are online, you can conduct online transactions with foreign manufacturers at any time, thus breaking international barriers to a certain extent and promoting greater development of global trade. This is very important for Chinese wine companies, especially small and medium-sized enterprises. It is also a rare business opportunity. Wine companies can publish their latest business information through the Internet from time to time for global retrieval, so as to promote their companies, promote their products, technologies, and services, communicate with various industries through the Internet, and seek international partners. Discover potential customers. In Italy, even many small winemaking companies know how to use this most popular information tool in the world to find and expand international markets, establish sales networks, and publicize and promote unique Italian-style wines.
In France, with the help of the Internet, consumers can follow the provided product sample catalog and connect to the computer terminal of a specific wine manufacturer to purchase various famous wines as they wish. In the United States, the famous Wells winery has also begun to use e-commerce for international trade to facilitate consumers from all over the world to purchase Wells online.
Although the Internet can bring unlimited business opportunities to enterprises, Chinese wine companies must realize that profits at home and abroad will not roll in as long as they build an online international business system. Chinese wine companies , to establish a successful online international business system, you must start with the following actions:
1- Vigorously promote your website.
2- Promote your website with prizes to increase click-through rate.
3- Cooperate with internationally renowned websites, especially wine and food websites.
4- Improve website service quality and solve the bottleneck of online financial transactions
5- Link to government websites across China, especially the Chinese government business website, and enter their homepage.