With the improvement of Chinese people's level, the consumption of wine in China has been growing rapidly, and the proportion of wine consumption has been increasing. However, liquor and wine sales are much slower than in previous years due to a number of factors. Data show that in 2013, the total volume and total amount of wine imported to China showed a slight decline trend. The biggest drop was in bulk wine, with imports of bulk wine totaling 8,909,2809 liters, down 26.75 percent from 2012.
Although China's red wine consumption in 2013 showed a slight decline of 2.2% compared with the previous year, China is still the world's largest consumer of red wine, and the world's wineries are still optimistic about the Chinese market. In 2014Interwine China (Guangzhou) International Famous Wine Exhibition -- Spring Exhibition, there will be nearly 1,000 independent winemakers from 39 major wine producing countries participating in a large scale. More than 50,000 brands are on display.
Industry: The strength of imported wine is still there
In recent years, excessive profits in the wine industry have been an indisputable fact, and the irrational development of the market is serious. The adjustment of the national policy in 2013 has inhibited the consumption of the wine industry. Recently, many dealers have been more cautious in the procurement process of the last Interwine China (Guangzhou) International Famous Wine Exhibition, and have higher requirements for product quality and brand influence.
Through the analysis of "Interwine China (Guangzhou) International Famous Wine Exhibition", the author believes that in 2014, the wine industry will gradually become rational, the market bubble will be squeezed to a certain extent; In addition, the competitive strength of imported wine will still influence the domestic market in the short term. The competitive pressure of domestic wine is gradually increasing. The cultivation of brand and the improvement of product quality become the key for domestic wine enterprises to break out. In terms of regional expansion, first-tier cities are still the main consumption areas. Meanwhile, the diversified market demand also promotes the development of wine enterprises in the second and third-tier cities, with more extensive market areas and diversified sales models.
Finally, in terms of marketing channels, the development of e-commerce broadens the marketing channels of wine. In 2014, wine e-commerce will maintain the momentum of rapid development, and at the same time, the combination of physical stores and online will appear new business opportunities. O2O model is the development direction in 2014.
Marketing: The product is more prominent green environmental protection
Although China's wine consumption has slowed slightly in recent years, the decline has had little impact on imports and is confined to domestic wines. Chinese consumed more than 155 million cases of red wine in 2013, equivalent to 1.865 billion pieces, a 136% jump from 2008, followed by France with nearly 150 million cases and Italy with 141 million cases. What will happen to the wine industry in the next decade?
Some experts said that the future wine market competition will be more intense, first of all, the market will be more rational: mainly reflected in the influx of imported wine brands will have an impact on domestic brands, industry survival of the fittest is inevitable. On the other hand, imported brand building and marketing experience will bring new vitality to the domestic market. Some domestic brands will stand out and become market leaders through continuous learning and innovation. At the same time the price war will be gradually reduced, the industry price system will be more perfect.
Secondly, the marketing mode will change: consumers' consumption concept will become more mature and rational. For wine brands, marketing will shift from cultural marketing to experiential marketing. The three-dimensional brand image will make some big brands more popular.
It is not difficult to see from the last Interwine that wine products are more prominent in environmental protection, green and other themes: the production and supply of wine raw materials, wine manufacturing links, marketing links, etc., will be infused with environmental elements. In the future, environmental protection, green is still valued by consumers.
Trend: wine merchants lower prices for development
With the wine consumption market expanding day by day, more and more capital into this industry, the field of imported wine has become popular. In terms of the trend of the global wine industry, France, Italy, Spain and other countries have relatively excess wine production, small domestic market, and the slow decline of per capita wine consumption in France have intensified the power of its export to explore emerging markets in Asia. Chinese consumers' increasing acceptance of wine and gradual mastery of wine knowledge are also the reasons for the rapid growth of China's imported wine market for several years.
Influenced by the increasing number of investors and enterprises, intensifying competition, the continuous expansion of consumer groups, and the restriction of consumption of "three public", wine has to turn from the era of excessive profits to the era of low profits.
