Imported wine plays an increasingly important role in Chinese consumer life, as consumption habits change and upgrade. Data show that in December 1, 2016 - present the growth trend of imported wine imported wine total for the whole year is about 668 million, 2016 litres, year-on-year growth of 20.5%, the total amount is 19.93 billion yuan, up 42.8% from a year earlier. It is believed that the rapid development of imported wine has had a great impact on the development of domestic wine. Beijing yi mo zhuang wine wine industry co., LTD., chairman of Zhang Yanzhi thinks, imported wine in a short period of time will have impact on domestic wine, but in the long run will promote transformation and upgrading of domestic wine, from low-end market to high-quality goods production and sales.
Domestic and foreign wines are not opposites
Beijing business daily: in combination with the current situation of Chinese wine market, what do you think of the current development of imported wine?
Zhang: the relationship between major brands, merchants and importers has not yet been fully fixed and is in a changing development. Big brands have their own market, for example, high-end wine is through group-buying channel sales, but the fine wine market in bulk or small brands also have appreciation of space, it is a symbiotic relationship. It's just that big brands have high levels of awareness, so they're relatively familiar. But with the development of the network, in reducing the condition of asymmetric information, contact information channel is more and more consumers, so when consumers come into contact with a good product, will take the initiative to find products, dealers also gradually began to do the really big brand. The change is obvious.
Beijing business daily: the development of imported wine is strong. How do you think this will affect domestic wine?
Mr. Zhang: the domestic wine producers have a negative attitude toward this development, making imported wine as an enemy and trying to crack down on imported wines. I think the development of imported wine is good, and the effect on domestic wines is positive. Because imported wine usually serves as an enlightened consumer, let consumers know the real, high-quality wine. This will encourage domestic wine to change its status quo, promote its own products and brands, rather than affect consumers in other ways.
Beijing business news: we learned that the wine company is in ningxia. Why do you choose to be a domestic wine merchant?
Zhang: because I'm a winemaker, I want to build my own wine brand. Ningxia's vineyards have been in production for three years. Although affected by the imported wine, product sales is not very ideal, but it is the home consumers taste of domestic enterprises themselves very happy, after the wine brewing products said very much looking forward to for us. So I believe that as long as existing production companies change their thinking, they will soon be able to get into the wine market.
Low-end products are going to die fast
Beijing business daily: what is the core price of the wine?
Zhang: the retail price of the wine is between 80 and 3,000 yuan, and the mainstream product should be between 200 and 500 yuan.
Beijing business daily: why is the price of the price as the core of the wine company?
Mr Zhang: because the price of VIN DE FRANCE, a type of wine in the French wine class that means wine without a hint of wine, can be as low as 15-25 yuan. But the 15-yuan product is poorly mouthed, sold only by the name, which claims to be French, but the packaging USES glass bottles. Many of them are discounted, and the quality is hard to guarantee. But many consumers don't know that it's just a VDF, and they pick "cost-effective" products. The company once made a low-end version of the VDF, but the data showed that the product didn't sell too much.
Beijing business daily: why do you value high-end products more than low-end ones?
Zhang Yanzhi: I am a professional study of wine, the wine will not be solely as a commodity, but rather with emotion to see, this means that the wine yi mo zhuang not poor quality low price products. As it turns out, low-end products and branded products are starting to grow faster, but they will soon run into bottlenecks, price transparency, profit margins, and profits will be difficult. Good quality products will have higher repurchase rates, and the enterprise will develop more vitality.
Group marketing promotes the promotion of imported wine
Beijing business daily: imported wine wants to open domestic market, domestic create brand influence, what method?
Zhang: there are many professional tasting in the wine circle, which will help the product to open up more quickly in wine circles. From France, for example, the largest region of the rhone valley crown brand rhone wine yi mo zhuang to introduce a new product, but the product in the domestic popularity is not high, but the rhone valley in 2017, the country has a dozen activities, by participating in this activity, we can influence wine circles. When insiders understand the product, they are promoted outward and the average consumer is affected.
Beijing commercial newspaper: the big name of wine is usually the independent brand that is influential in the local area, and is widely recognized internationally. But in fact, brands still have low brand recognition when they enter the Chinese market, and what is the usual way for the company to promote its brand?
Zhang: tasting will be a major method. Although the tasting will be small, the spark can start a prairie fire. At the same time, the investment will be relatively controllable. For example, an activity can be controlled at 10,000 yuan, 100 yuan a year for 100 yuan a year. In response, a campaign affected 30 consumers and planted 3, 000 seeds in 100. But the fees are less than advertised on CCTV, or in any media outlet. This approach is slow but effective.
