High-end wine sales encounter cold, popular products into the mainstream

Because of the impact of macroeconomic slowdown, in this year, high-end wine sales encounter cold, and group buying sales are basically zero.

In the domestic consumption environment changes, the rapid development of the wine industry in the last two years the collective encounter cold. China Wine Association Wine branch Secretary-General Wang Zuming pointed out that the industry since 2010 slowed down, and to 2012 years, 2013 wine industry overall decline in the situation, some enterprises should even have a loss, especially high-end product sales decline more obvious.

According to the relevant statistics, in 2013, the National wine production reached 1.1793 million liters, the year-on-year decrease of 14.59%, and as of June 2014 output of 509,500 litres, 3.92% year-on-year decline, the industry downturn has eased. "The wine industry is expected to adjust the period of 2-3 years, the future with the growing private consumption, the industry's spring will soon come." "Guangdong Province Wine Industry Association wine branch Secretary General Chen Yu to reporters."

Second quarter industry scale promotion 4%-6%

China Business Intelligence Network monitoring data showed that 2013, the Chinese wine production of 1.178 billion liters, down 14.59%; In the first half of 2014, China's wine production was 508 million liters, down 3.92%, the decline in wine production slowed. In terms of profit, the first half of 2014 was better than the first half of 2013: Total Wine manufacturing in the first half of 2014 fell 5.16%, while 2013 1-May's total profit fell 11.6%.

According to the introduction, the first half of this year, wine production and industry profit decline in the first quarter also significantly narrowed. In the first half of 2014, the wine industry sales revenue of 19.17 billion yuan, an increase of 0.37%; The total profit of the industry amounted to 1.991 billion yuan, down 5.16% year-on-year. In the first quarter of this year, the decline in wine production and industry profits was 10.85%, 12.84% respectively.

Prospective Industry Research Institute senior analyst Hu Feng said to the New Express reporter, 2013 China's wine industry market size of 40.817 billion yuan, a sharp drop of 6.81% over the previous year, and in the preceding 6 years, China's wine industry market size has been maintained in double-digit growth. In the first half of 2014, although the overall size of China's wine industry is still shrinking, but shrinking range is decreasing, especially in the second quarter compared with the first quarter, whether the market size or industry profit level downward space are effectively controlled, the promotion amplitude of about 4% to 6%.

Overall, the wine industry since 2013 the depressed market is improving.

Limited "three public" consumption has a smaller impact

Chen Yu to the New Express reporter, caused by the wine industry in the winter, in addition to the macroeconomic slowdown brought about by the industry adjustment, "three public" consumption restrictions also make high-end product sales significantly decline. But "after more than a year of adjustment, now the Guangdong region's high-end liquor purchase channel sales accounted for almost zero, completely ' submerged '." ”

She said that the restrictions on "three public" consumption of the original major customers of the group to purchase the wine merchants have a large impact on the retail wine traders have no impact. At present, the "Three public consumption" restricted to the wine industry caused further decline in the space has been more limited.

"Although the wine into China's history is relatively long, but the rise of the domestic wine market is also nearly 20 years, so mature and stable consumer groups have yet to be nurtured." The restriction of ' three public consumption ' on high-grade wine market consumption, while the middle and low wine market has maintained a growth trend, indicating that with the development of China's economy, the cornerstone of wine consumption is also widening. "Hu Feng said. It is understood that from 2007 to 2012, domestic wine production and bottled imports from 708,000 liters to 1.649 million liters, an annual growth of 18.4%.

"As consumer lifestyles change and income levels rise, the demand for wine will continue to grow," he said. "Chen Yu said.

Industry Analysis

Wine Shangli push civilian products, 60-150 yuan most favored

In the recently held 2014 China Wine Forum, Yantai Changyu Grape Wine Co., Ltd. general manager Zhouhongjiang said, in response to the current domestic high-end wine sales blocked, the company will develop low-end wine products, improve the market share of low-end brands. At the same time, in order to adapt to the changes in the consumption channels, accelerate the promotion of a-class ultra direct for the company, pioneer store companies, E-commerce companies and other business development.

As the entire wine industry changes, companies and distributors need to make adjustments to better develop, said Liang, a food industry researcher at CIC. On the one hand, the current mass products become the mainstream of the market, wine dealers business philosophy should be changed, should adhere to the popular products, in quantity to win; second, the Distributor region in the choice of channels, distributors are often responsible for a region, prior to or by virtue of relationship or group buying to lock high-end consumer The future needs to be cost-effective to attract the masses, so the need for price, channel and so on to make adjustments.

Now, wine merchants have begun to push for civilian consumption. Chen Yu told reporters that the first half of this year, about 60-150 yuan of wine best-selling. And with the demand for popular category consumption to further rise, and this is adapted to the domestic wine production enterprises began to pay attention to retail terminal channel construction, channel flat change.

Liang said that because the internet compared to television media advertising, more abundant resources and low cost, to a certain extent, can reduce the cost of wine marketing, as the electricity business channels can be recruited more consumer groups, in the promotion of sales benefits, the electricity business in the retail channels play an increasingly important role is the general trend. On the other hand, enterprises can avoid or reduce the price impact on the line sales by the difference of product types.

It is understood that the current distribution of wine sales of wine accounted for the proportion of grape sales in about 27%, Hu Feng said, wine online channel sales on the impact of the offline is obvious, and its impact is far greater than liquor, beer and other wine species. "This is mainly because the liquor and beer channels have sunk to the township, town, village-level market, and wine mainstream consumer groups concentrated in the city's young middle class, they have formed the consumption habits of online shopping." ”

As for the high-end wine market affected by the three-public consumption restrictions, he believes that wine dealers can be transformed into quality wine service companies, highlighting the customer's consumer experience, training high-end customers wine knowledge, enhance customer wine consumption stickiness.

Chentianyu, a researcher in the food industry of China Business Intelligence Network, said that many production enterprises have established traditional channels, electric channels, direct selling system, monopoly chain system and so on, and the relationship between wine dealers and domestic wine producers has changed from cooperation to competition. "To break through this dilemma, dealers have only a limited number of options: to join, or to operate imported wine, at the same time in the choice of products, should be turned to the public consumption of low-end wine." ”

Four strokes to identify the original bottle imported wine

Now the wine market product brand dazzling variety of producing areas. Chen Yu said that the original bottle of imported wine are issued by the Chinese Customs declaration documents and the China Immigration Inspection and Quarantine bureau issued a health certificate. Specifically, the following points can be noted for discerning wine authenticity:

A look outside to see whether the wine bottle label printing is clear, see whether the bottle has a Chinese logo, observe the wine bottle cover whether there is a strange.

B View the wine body wine is thick ruby red, no pungent alcohol taste, wine change bad color often cloudy feeling.

C look at the wine stopper Oak wine bottle name, year is the same as the wine bottles label.

D products Taste normal wine through the throat is smooth, strong aroma, full structure, distinct levels.