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1、中国葡萄酒品牌生存发展情况分析（Analysis of survival and development of Chinese wine brands）First, brand patternChinas grape planting area is the first in the world, and the area of wine grape is also in the forefront. In 2005, the total area of wine grape cultivation was about 46 thousand and 600 hectares, resulti
2、ng in an area of about 34 thousand and 300 hectares, with a total output of about 480 thousand tons. According to the national grape and wine development plan, by 2010, the national wine grape planting area will reach 66 thousand and 670 hectares, in 2015 will reach 100 thousand hectares.In 2005 Chi
3、nas output of 43.4 Wine million liters, sales revenue exceeded 10 billion yuan mark, reaching 10 billion 230 million yuan; in 2006 the total output reached 49.51 Wine million liters, sales revenue of 12 billion 950 million; 2007 production of 66.51 million liters, sales revenue reached 14 billion 68
4、0 million yuan. The annual growth rate is at the highest level in the world.In 2007, total sales in the world Wine industry $100 billion, total consumption of China first accounted for a larger proportion, at present, France and Italy is the worlds largest consumer Wine, respectively occupy the worl
5、d market share of 12.6% and 12.7% Wine. Then came the United States (11.1%), Germany (10.3%), Britain (5.4%), Argentina, Spain, Russia, Romania and China (2.2%).In addition, the scale and number of enterprises continue to expand, the number of brands increased year by year.Chinas wine industry has b
6、een more than 100 years since the beginning of the first industrialized winery, and has developed most rapidly in the past 20 years. According to statistics, China now has Wine production enterprise more than 500, formed a Zhangyu, the Great Wall, Dynasty, Weilong as the leading brands of enterprise
7、s; the second tier brands in Yunnan, East China, red dragon emblem, Beijing, Gansu, Ningxia, Helan harvest Mogao mountain, northeast Tonghua, Changbai Mountain, Xinjiang Xintian shares. They are in the production, technology, equipment and other aspects have been mature; otherwise many Wine enterpri
8、ses basically have the international quality standards, and passed the certification, constitute the Shandong Yantai, Penglai, Hebei, Changli, Huailai, northeast of Tonghua, northwest of Gansu, Ningxia, Xinjiang, the Yellow River Road and the southwest area regional brand cluster. And more enterpris
9、es engaged in wine sales, including imported wine agency distribution enterprises, production and marketing parties to cultivate markets together. From large-scale industrial production enterprises to small-scale fine production enterprises, from the national agent to regional distribution to termin
10、al sales, has formed a complete and huge industrial system.Two, brand development strategy1, rational return of concept marketingThe Chinese Wine industry since the last century since the 90s marketing appeal process, the concept of marketing can be said to be one of the main line which runs through
11、, if in accordance with the time sequence division, we can Wine the marketing concept demands are divided into 10 classes, which are the concept, healthy fashion concept, concept, producing varieties of the year, the concept of aging concept, concept, concept, classification of old winery wine wine
12、concept, concept and concept etc. With the concept of marketing round, bring two results. First, the consumer market in Wine various concepts of preaching process also gradually to culture Wine consumption has a relatively complete knowledge framework; second, non-standard production and marketing p
13、ractices, also brought the media for genuine the concept of the bombing and the consumer market for questioning some Wine brand.In 2008, the new national standard of a good news for the healthy development of the whole industry is Wine Wine (GB15037-2006) (December 11, 2006, national quality inspect
14、ion administration and the National Standards Commission issued) has been formally implemented from January 1, 2008. With the original standard (GB/T15037-1994) compared to the new national standard, the biggest difference is the recommended standard for mandatory standards, and also appeared on the
15、 market after all the previous concept of marketing Wine made a more clear and strict definition and specification.If the current technical means, it is difficult to make the market wine fake concept products disappear completely in a short time,Then the new national standard for all kinds of Wine c
16、oncept product limitations in terms of quality and defines at least can be regarded as the competent department of the state for a good guide Chinese Wine industry, and we believe that this will bring people from the technical level of for the concept of product counterfeiting to make a deeper explo
17、ration and attempt. Therefore, the concept of marketing as an effective means of marketing, and will not disappear in the Wine field, just Wine will urge enterprises during the process of the marketing concept, follow the more standardized operating strategy, and ultimately will promote the concept
18、of marketing China Wine industry back to its origin as one falls, another rises, achieve rational return.2, single brand + productive zone new modelIn the areas of China 10 in grapevine, exactly who is superior in the early debate although there have been, but with Wine brands Changyu, Eastern the G
19、reat Wall and Dynasty in recent years in the western region of the staking shows on the one hand Wine enterprises in the pursuit of better quality wine grapes, on the other hand, also in seeking to diversify their product structure. In addition, the market Chinese imported grape bulk wine, and then
20、to the domestic brands to promote market for filling the fact that long-standing, but a new pattern emerged in recent years, it is still in the domestic own brand products appear in the market, but some brands started to label for foreign wine for example, Changyu brand Australia Sheila red, Great W
21、all Australia and Wuliangye low alcohol dry red flag down from the world real estate areas of country city brand Wine etc.From the Chinese Wine market scale and competition level, like the beer industry as a group, brand acquisition local beer brand or some of the larger second tier brands in the co
22、untry within the scope of the phenomenon does not occur within a short period of time. However, in terms of a single wine brand, in the various wine grape producing areas, the purchase of raw materials and on-site processing of finished wine filling factory case should be more and more. Changyu 41 s
23、trategic framework which is clearly demonstrated, we discussed the single brand productive zone is far beyond this category, that is the requirements of domestic Wine in the acquisition of foreign or domestic wine in the process of cross regional wine procurement, to highlight the geographical origi
24、n of wine, and then to the diversification of products form in the market. For example, in the new national standard Wine (GB15037-2006), it has the following provisions for the origin of the wine origin: Wine refers to the brewing grape wine marked by the proportion of not less than 80% alcohol con
25、tent (volume fraction). In addition, the maturity of the consumer market will be the most direct impetus for wine brands to correctly treat foreign or domestic wine grape raw material producing areas. Therefore, the brand marketing model of single brand and productive area will appear on the market.
26、3, the rise of experiential marketing of Portuguese wineIn the face of the consumer market, with the top down strong marketing communication technique has been used Chinese Wine brand strategy in china. If this kind of marketing strategy can get instant results in an immature market, then it will be
27、 greatly reduced in a growing consumer environment. Fortunately, the evolution of the market forces the domestic enterprises in the Wine treat consumers, marketing attitude gradually from look at to take care of. Of course, these marketing campaigns are also pioneered by big brands like Zhang Yu and
28、 the Great Wall. In recent years, Wine using niche marketing strategy to pay special attention to severe consumer groups, Wine industrial tourism in various areas to obtain competent departments attention and the areas in large Wine enterprises enlarged investment areas, industry authorities for ent
29、ry and planning and so on Wine tourism zone shows that industries and enterprises pay more attention to the consumer for the Wine brand culture and consumer culture Wine experience.Philip Kotler, known as the father of marketing, thinks that experiential marketing is a loyal customer by making the c
30、ustomer experience the product, confirming the value, and promoting the confidence to automatically approach the product. Previously Wine mainly by organizations abroad or single brand enterprises in Chinese market is similar to the wine promotion like consumer experience activities have gradually b
31、een adopted by domestic brands, but from the current point of view, the depth and breadth or can be achieved in a more wide scope to develop within the brand and expand Wine opinion leaders consumer culture communication marketing target, we can only give the market competition itself to accomplish
32、this task, but I believe that consumers will not have to wait too long. In addition, another noteworthy phenomenon is that in recent years, with the multi brand operation mode of foreign Wine stores and brands to single mode of operation of the domestic Wine stores in the market have emerged, and fr
33、om the two aspects of investor and market layout, has formed a large scale, and will in the next few years have larger growth. The purpose of wine experiential marketing is to strengthen the brand recognition of wine enterprises and to guide and expand consumers understanding and appreciation of win
34、e culture. Under the pressure of foreign wine enterprises, it is believed that more domestic wine brands will enter the ranks of experiential marketing.No matter what kind of Wine enterprise marketing strategy, in fact, its essence is the same, that is the least cost to capture more sales revenue an
35、d profit, but in the process of marketing strategy, marketing channel information exactly what communication with consumers, often depends on the degree of competition in the market and consumers the degree of maturity.Three, brand development trendTrend 1: the internationalization of Chinese wine i
36、ndustry is more obvious.Chinas wine backbone enterprises have begun to expand into the international arena at the same time. By combining with foreign capital or mergers and acquisitions, we expand the domestic market and pave the way for entering the international market. And facing the world is no
37、t only Chinas wine, as well as equipment, packaging and other supporting industries have also grown up, and began to export products and technology to the world. Chinas wine industry is bound to go further on the international road.Trend two: the promotion of Chinese wine culture into the fast lane.
38、Wine culture promotion activities will be more in full swing, all kinds of wine tasting, wine tasting training, wine theme tourism, so that Chinese consumers more understanding, understanding, love wine. More foreign wine into the Chinese market, will inject more new elements into the market. It wil
39、l be an important task for Chinese wine culture promotion to make perfect combination of complex Chinese dishes and a wide variety of wines, and make good wine and delicious food complement each other.Trend three: the development of wine differentiation is more obvious.As consumers of Wine understan
40、ding, for enterprise constantly thinking and practice of development, differences theme constantly strengthened, China Wine industry matures in different grape varieties and cultivation Wine wine species development pace, backbone enterprises continue to show characteristics of varieties.Trend four:
41、 the development of industrial clusters in wine producing areas.Through government agencies and non-governmental organizations in the areas of enterprise organization Wine, to assist the work of propaganda, mutual exchange of needed products group cluster development model, many areas have begun to
42、take shape, form and development of the regions advantage, the future model will be used more widely and more in-depth development.Trend five: premium wine returns to high end by high price.The high-end market has become the battleground of local wine brands. With the business and consumption reason
43、, many enterprises in the Chinese Wine solid quality foundation, digging deeper value for its products, from the spiritual level to impress consumers,Let high-end wine become a veritable high-end. And only stay in the concept of stage products, destined to be eliminated by the market.Trend six: inte
44、gration of eastern management advantage and Western raw material advantage.The high quality grape raw materials in the western region have been paid attention to, but most of the wine backbone enterprises are concentrated in the eastern region, and the wine consumption is mainly concentrated in the
45、southeast coast and first tier cities. With the maturity of Chinas wine market, the integration of this advantage becomes inevitable.Trend seven: Wine operators are more professional.With the development of Chinas wine market, the demand for wine distributors increases, and the access threshold will
46、 also increase. We will see more and more professional wine operators, and wine brand shops and image shops are spreading from southeast to west.Trend eight: Chinese wine brands are still the mainstream brands in Chinese market.Wine domestic and imported Wine competition will become more intense, Wine import growth promotes the development of grape wine industry in China, but Chinese Wine enterprise continues to mature and develop, and familiar with the influence on the regional culture, has always been the mainstream brand in the domestic market Wine