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Some people say that the wine tasting circle is not necessarily a celebrity circle, but the celebrity circle must be a wine tasting circle. In Guangzhou, drinking wine was once very popular in 1995, but there were not many good wines on the market at that time, and more importantly, not many people really knew how to taste wine. However, after entering the 2 1 century, with the development of domestic economy and the in-depth development of wine culture, there are more and more tasters and collectors in Guangzhou, and the circle of players is quietly emerging.

With the rapid development of social economy and people's pursuit and enjoyment of quality of life, wine has become a necessity for banquets and banquets. During traditional festivals, the fragrance of grapes and wine blooms, adding a bit of elegance and nobility to people's lives.

Under the guidance of Mr. Wen Ding, our group conducted an investigation and analysis on Guangzhou liquor market. In order to better promote the development of wine culture, satisfy consumers' pursuit of fashion and enjoyment of life, and further expand the Guangzhou liquor market in the new year, our group has formulated the marketing plan of Guangzhou liquor this year according to the real needs of contemporary people. This plan is for reference only.

In the process of planning this scheme, the team members consulted/quoted a large number of related textbooks/newspapers and online materials. It is not convenient to list them one by one. Here, on behalf of the whole team, I thank the original author. I sincerely thank Mr. Wen Ding for his guidance in the whole process! Thank you for your hard work!

Due to lack of experience, please forgive me and testify about the shortcomings and immaturity of this scheme. At the same time, I hope to promote exchanges, learn from each other and promote each other among other groups. I sincerely hope that everyone can make valuable suggestions!

I. Market analysis:

Red wine seems to be the most popular wine in everyone's mind. The striking red color is not only unforgettable, but also similar to the red color that traditionally represents good luck. For most domestic consumers, liquor is still relatively unfamiliar. Are you online? War wine? On the battlefield? The protagonist has always been red wine, and the most discussed topic is red wine, and white wine has always followed red wine. No wonder many wine sellers say that white wine is more difficult to sell than red wine. Although liquor is not valued in China, it is very popular in other countries in the world. Liquor is warmly sought after by consumers because of its fresh taste, rich fruit aroma, excellent quality and low price. From Boston to Brisben, French Burgundy white wine conquered thousands of people. It is the most popular wine in the world at present. Drink a glass of chilled white wine for a change, and you will find that the feeling is so wonderful, a completely different taste experience from red wine.

1, domestic market analysis:

According to the survey of China Industrial Research Network, the production of liquor has been neglected in China, but some consumers have begun to like liquor. Riesling and Sauvignon Blanc are products that have been lacking in domestic wines. The start of semi-dry white wine in China shows that consumers' tastes are maturing, and they are constantly pursuing a wider range of tastes. It may also be because liquor is usually drunk after being chilled, which is more suitable for the southern climate and easier to match with Chinese food. On the whole, liquor is expected to become a new growth point of wine import in the future.

Due to the inherent concept, traditional preference and the limitation of wine cognition, many domestic consumers think that wine is red wine. This is also the main reason why domestic red wine consumption has an absolute advantage, with an average of over 90%. However, this number varies greatly with the professional level of the operators. According to statistics, some professional wine merchants can sell 20% to 30% of liquor.

2, the international market analysis:

Although liquor is not valued in China, it is very popular in other countries in the world. Liquor is warmly sought after by consumers because of its fresh taste, rich fruit aroma, excellent quality and low price. From Boston to Brisben, French Burgundy white wine conquered thousands of people. It is the most popular wine in the world at present. Drink a glass of chilled white wine for a change, and you will find that the feeling is so wonderful, a completely different taste experience from red wine.

Although the grape planting area is gradually shrinking, in the past 20 years, the world wine production has increased by 25 billion to 33 billion liters every year. Some countries have replaced the old varieties with higher-yielding grape varieties. At the same time, European countries such as Spain and Italy also cut down 65,438+03% and 65,438+065,438+0% of grapevines respectively in the same period.

From 2004 to 2008, the consumption of still wine in the world will increase by 6.3%, while the output will increase by 6.4%. According to the research done by the British consulting firm International Wine and Spirits Data Analysis Company for the Wine and Spirits Expo, the world wine production will reach 237,565,438+500,000 liters.

From 1999 to 2004, the world wine consumption increased by 2.9%, from 2168.62 billion liters to 22.323 billion liters.

Italy, France and Spain are the three largest wine producers in the world, and their wine production accounts for 50% of the global production. At the same time, these three countries are also big wine consumers, and their wine consumption accounts for 3 1.4% of the global production. But their consumption is mainly domestic wine, and imported wine only accounts for 0.4% to 2% of the total consumption.

The main export wine consumers are the United States, Britain and Germany, accounting for 25.4% of the world wine consumption (2003). Or 538.3 million litres. According to the forecast of international wine and spirits data analysis company, by 2008, the wine consumption of these three countries will increase to 900 million liters, and the consumption share of still wine will increase to 28.7%.

In Scandinavian countries (Sweden, Finland, Norway and Denmark), the consumption of still wine increased by 22.7% from 1999 to 2003. It is predicted that there will be a growth rate of 2 1.2%. International wine and spirits data analysis company predicts that their wine consumption will increase by 17%.

In addition, the huge Asian market shows a substantial increase in wine consumption. From 1999 to 2003, the growth rate reached 3.3%. However, in view of the annual sales growth of 23.5% in Japan, 3 1.7% in South Korea and 2.7% in China, it is predicted that the consumption here will reach the growth level of 15% from 2003 to 2008.

Second, product analysis:

White wine:

Grapes with white skin and white meat or red skin and white meat are peeled and fermented. Liquor is not white, just as white grapes are not white. The color of this wine is light yellow or golden yellow, clear and transparent, with unique typicality. Mainly yellow, colorless, yellowish with green, light yellow, straw yellow, golden yellow and so on. The older the year, the yellower the color! Liquor is generally used to cook seafood dishes.

Drinking white wine is suitable for all ages, which can not only satisfy people's romantic mood, but also avoid getting drunk because of alcohol content. It contains more than 250 ingredients and can be directly absorbed by the human body.

Nutritional components of white wine (per100g)

Component name content

Moisture (g) 9.4

Energy (kcal) 66

Energy (kilojoule) 275

Protein (g) 0. 1

Fat (g) 0. 1

Carbohydrate (g) 0.0 1

Dietary fiber (g) 0.04

Cholesterol (mg) 0

Ash (g) 18

Vitamin a (mg) 2

Carotene (mg) 35

Retinol (mg) 1.6

Thiamine (μ g) 3

Riboflavin 2 mg

Nicotinic acid (mg) 0.02

Vitamin C (mg) 0.06

Vitamin E(T) (mg) 0.06

A-Russia 0.0 1

(? -? )-E 0

? -E 0

Calcium (mg) 0

Phosphorus (mg) 0

Potassium (mg) 0

Sodium (mg) 0

Magnesium (mg) 0

Iron (mg) 0

Zinc (mg) 0

Selenium (μ g) 0

Copper (mg) 0

Manganese (mg) 0

Iodine (mg) 0

Its efficacy:

1, nourishing effect

Wine can act on the nerve motor center, giving people a feeling of comfort and euphoria. Drinking a small amount of wine can calm anxiety and avoid taking sedatives with side effects.

2. Help digestion

Sweet white wine contains sorbitol, which contributes to the secretion of bile and pancreas. Wine can help digestion and prevent constipation.

3, diuretic effect

Some liquors are high in potassium tartrate and potassium sulfate, which can induce diuresis to treat edema.

4, sterilization effect

One of the traditional ways to prevent colds or flu is to drink a glass of hot wine. The bactericidal effect of wine may be mainly due to its phenolic compounds.

5. Wine and prevention and treatment of cardiovascular diseases

Procyanidins in wine play an important role in preventing and treating cardiovascular diseases.

6. Beauty:

? Dry white? It contains antioxidant components such as SOD and nitric oxide, which is helpful to men's anti-aging and women's beauty.

7, regulating blood lipids:

? Dry white? Can reduce harmful low-density lipoprotein in blood and increase beneficial high-density lipoprotein;

8. Protect the liver:

? Dry white? Contains a variety of essential amino acids;

9. Nourish and protect the kidney:

? Dry white? Rich in organic acids such as tartaric acid, it has diuretic and detumescence effects;

10, rich in vitamins.

1 1, rich in various mineral elements.

Third, the product advantage analysis:

Nutritional analysis of white wine

1. Wine contains nutrients such as sugars, alcohols, organic acids, inorganic salts and vitamins, which have different benefits for human development;

2. Wine is the only alkaline alcoholic beverage, which can neutralize the big fish, big meat and acidic rice noodles that modern people eat every day, reduce bad cholesterol in the blood and promote digestion;

3. Wine contains antioxidant components and rich phenolic compounds, which can prevent arteriosclerosis and platelet aggregation, protect and maintain the normal physiological functions of cardiovascular and cerebrovascular systems, and play a role in protecting the heart and preventing stroke;

4. Drinking wine has a good beauty beauty effect on women, which can invigorate qi and promote blood circulation, making skin elastic;

5. Grape skin contains resveratrol, which has the best anti-cancer performance among hundreds of plants that people often eat. This component can prevent normal cells from becoming cancerous and inhibit the spread of cancer cells. Red wine is made from the whole fruit of grapes, so it is a good anti-cancer product;

6. Wine contains more antioxidants, which can eliminate or fight oxygen free radicals, so it has the functions of anti-aging and disease prevention, and it can also prevent Alzheimer's disease if it is drunk frequently.

Fourth, product disadvantage analysis:

Drinking liquor, calculated by alcohol content 12%, should not exceed 250ml per day, otherwise it will be harmful to health.

Verb (abbreviation of verb) consumer analysis;

Due to the differences in population age distribution and economic income, different countries have different consumer groups of functional foods and nutritional supplements. Generally speaking, the more economically developed countries and regions, the higher the demand. In the world, the average age of the population is increasing, and the industry of silver-haired people is not fully possessed, and the development space is very broad. In addition, the demand for functional foods and nutritional supplements for infants and young children is also increasing. Finally, since the 1970s, women have participated in the job market, and the demand for beauty and women's health food should not be underestimated.

The following are different consumer groups in different countries:

Major national consumer groups

Women, the elderly, children and white-collar workers in China.

American elderly, infants, women

Old people and children in the European Union

Japanese elderly and children

Six, marketing strategy analysis

The wine market is booming, but it is mainly low-end products. High-end brands representing high-end images are basically occupied by foreign countries, especially famous French wines. According to the analysis of authoritative organizations in the world wine industry, by 20 10, the demand for wine in China will be 50% for high-grade wine, 40% for medium-grade wine and only 10% for low-grade wine. Whether the conclusion is correct or not, one thing is certain: in the next few years, high-end wine brands will surely rise.

But running high-end wine is very different from running low-end wine. All along, our market is full of middle and low-grade products, which is not directly related to the consumption capacity of the domestic market. What is more important is the low-grade status of domestic brands and the lack of technical means to operate high-end brands. The consumption of many consumers in the market has always been irrational, and many rich individuals have given a lot of money to foreign high-end brands when they are not spending their own money.

Advancing to the high end is an eternal topic. The particularity of the wine industry has increased the difficulty for local brands to advance to the high end to some extent. But we still have to summon up courage to do it. Only by bravely advancing into the high-end, the local wine industry is expected to upgrade, the consumption of local wine can enter the room, and local brands can create a new future.

First, the reasons for the lag of domestic high-end wine

1, popularized in parent brand

Many domestic wine brands, mainly Changyu, Great Wall and Dynasty, are popular brands. In the years of market operation, its brand has adopted popular management methods. In the process of extending to high-end brands, the original parent brand cannot support the market position of high-end brands. Therefore, if Zhang Yu wants to launch high-end products, he should also rely on the power of Castel, or adopt a brand-new sub-brand-based operation form; When the Great Wall is going to extend to the high end, it is also necessary to build Dingjun Manor in the form of a sub-brand. The popularization of parent brand has caused domestic wine enterprises to compete in the low-end market range, while the high-end market range is occupied by famous wines from well-known countries.

2. Lack of business awareness

Although many China wine enterprises have achieved success, they are still relatively backward in brand management. These successful enterprises have more or less staged success factors. At present, their performance does not mean that they are good at brand operation. Although the Great Wall has developed Ding Jun Manor, Changyu has developed Effibal, and Huaxia has launched products such as small production areas, on the whole, the development and operation of high-end products are not enough. At the same time, people have formed the consciousness that foreign wine is superior to domestic wine. In fact, many cheap foreign products have entered China, and we ordinary consumers can't tell them apart. What's more, well-known foreign brands represented by famous French villages have occupied the hearts of some high-end consumers. It's getting harder and harder to break through this barrier. This has also led to many people not making up their minds on high-end brand management.

3. Resource mismatch

Judging from the current management level of local wine brands, R&D ability, production conditions,

Human resource allocation does not support high-end operations. If you enter the high-end, you must first carry out high-end operating conditions, which requires certain time costs and operating costs, and also leads many enterprises to want to enter and stop, and they are in a dilemma.

Consumers in China are not without money. Rich people in China consume foreign famous brands. Only one China market can contribute to the annual profits of a foreign company, including remy martin, Martell, Hennessy, Chivas Regal, John Johnnie and so on. Most people in China drink Lafite every year. In China, these wines are not wines, but status, status and taste. Where there is demand, there is a market. No matter from which angle, high-end brands have broad market prospects, and China wine market also needs the birth of its own high-end brands.

Second, misunderstanding of high-end products.

1, high-end products are high-priced products.

To advance to the high end, price is a symbolic element, and it is also the most direct embodiment of high-end significance. But the two cannot be equated. Of course, the price of high-end brands is relatively high, but higher and more important should be high value. High price is only the external manifestation of high value. In the past, the pricing strategy of local wine brands was based on competition. In order to advance to the high end, the basic point of pricing needs to shift to brand as the core.

2. High-end products are high-profit products.

The profit level should be measured by operating costs. Conventional people think that the profits of high-end brands must be high, but it depends on your operating costs. Often the marketing expenses of high-end brands are higher, and their costs are naturally higher. More importantly, high-end brands often need time to accumulate, and their hidden time cost is very high. At present, circulation enterprises have a superficial understanding of high-grade products, only seeing the amazing gross profit margin of high-grade wine relative to the production cost, but ignoring an important problem: the total cost of operating high-grade products is not low, and the actual profit rate is not necessarily high.

3. High-end brands are made by advertisements.

Conventional brands often rely on advertisements to gain consumers' attention in a short time, and even get better sales. But for high-end brands, advertising alone can't fight. High-end brands pay more attention to brands? Tonality? And then what? Selling photos? Pay attention to the value behind the brand, pay attention to the inner feelings of the target consumer groups, and sometimes see whether the high-end brand is high-end, not even the product value, but the consumer mentality.

Third, what kind of dealers can operate high-end brands?

1, strong brand awareness

The operation of high-end brands can be successful not only by advertising and promotion, but also by building brand culture. High-end brands bring high added value to consumers, which should be expressed through the brand's personality and image. Therefore, when operating high-end brands, there are higher requirements for dealers' brand operation awareness. In the past, when operating low-end products, more attention was paid to price wars and promotion wars, which could not give full play to the advantages of high-end brands. Only with strong brand awareness can we pay attention to consumers' feelings in operation and gain consumers' recognition with the power of brand.

2. Strong channel operation ability.

What are the operating channels of high-end brands? Narrow? Yeah, high-end brands? High end? Crowds, high-end people will definitely not consume in traditional conventional channels, and there is more one? Consumption in the circle? Characteristics, so when operating high-end brands, it is completely different from the channels used to operate low-end brands. Dealers must be able to find suitable channels and get the embodiment of brand value in the channels.

3. Strong brand promotion ability.

This promotion ability is not simply to buy gifts and promote sales, but more to guide the culture and publicize the brand personality. What is the connotation of its promotion? Propagandize an idea, a value concept and an attitude towards life? This requires more efforts in brand culture. Well-known promotion means must be consistent with brand status, brand image and brand proposition.

4. Ability to integrate resources.

The operation of high-end brands must have a corresponding operation system, which is best separated from the operation of low-end brands. From company positioning to image, from product selection to packaging, from human resources to marketing, it must meet the operational requirements of high-end brands. We must never run high-end brands in the same way that we used to run low-end brands. The ability to integrate resources will determine whether it can go far.

I recommend it carefully.