With the crisis of confidence in the health care products market, the health care products market has been in a slump, ups and downs, and has experienced ups and downs several times. However, compared with liquor and fruit wine, health wine seems to have a strong survival strength, just like a grass in a crack in a rock, weakly pulling out its green shoots. From the autumn sugar and wine party in 2004, it seems that the channel demand of health wine is also expanding, forming two major characteristics. First, professional Chinese medicine manufacturers set foot in the health wine industry, such as Jiang Zhong Pharmaceutical, Zheng Xiu Pharmaceutical, Zhongmai Pharmaceutical, Dongsheng Pharmaceutical and Wanji. Second, the regionalization trend of health wine. The northeast health wine is believed to be ginseng antler, the west is believed to be saffron Saussurea involucrata, the south is believed to be Polygonum multiflorum Morinda officinalis, the west is believed to be snake clam, and the east is believed to be sea cucumber. Due to regional inertia, health wine or wine with health care concept added with Chinese herbal medicine has formed regional consumption habits to a certain extent. The current market structure is that Jin Jiu sticks to the southern market, especially the economically developed coastal areas. Although the market area of Coconut Island Deer Turtle Wine has expanded, the main consumption form is holiday purchase. Zhizhong lives in Zhejiang and wants to share a piece of it at home.

1. At present, the market capacity of health wine industry is about 2 billion RMB, and the total sales volume is about 654.38+10,000 tons. The overall growth rate last year was 5%~ 10%. With the participation of many competitive brands and the change of traditional drinking health concept, the market growth will be further expanded;

2. There are about 100 enterprises engaged in the production and sales of health wine in the national market, which are relatively scattered. Wei Shijian (approved by the state) has about 300 batches. But there are about 20 companies that really have certain resource advantages (mainly technical advantages, raw material advantages and talent advantages). There are less than 5-7 manufacturers that can really pose a competitive threat. Regional market competition is fierce, but its competition is not national;

3. The competition threshold of health wine industry mainly comes from product concept strategy and marketing execution. We see that there are many good products but there is no market, such as Shouwuzi and Baji wine in Deqing, Guangdong, Zhusun wine in Sichuan, black glutinous rice wine in Shaanxi, Fang Jia wine in Compendium of Materia Medica in Hubei and so on. Product recognition is very low, and finally it will be bought by others or face bankruptcy and death. Secondly, it is difficult and time-consuming to declare alcohol production license and health food.

4. The main competitors of health wine enterprises are not peers, but from liquor, Portuguese fruit wine and health care-related industries. A large part of the growth of health wine industry comes from the decline of the share of liquor and other related industries. The competition among health wine manufacturers mainly lies in the competition of product positioning and market positioning, but with the participation of many competitors and the diversified development of existing participants' product structure, there will be a qualitative leap in general;

5. The high industry profit level and deep market prospect began to attract many manufacturers to participate. According to the characteristics of China market, a large number of follow-up brands will inevitably appear in a short time, just like Ningxiahong, there will be successors. If more than 10 powerful enterprises join hands to enter the health wine market, the competition pattern of health wine is likely to be broken, and the opportunities and risks will be greatly increased. At the same time, health wine products will mature.

6. Market competitive marketing should reasonably mobilize human resources, strengthen staff training, rationalize enterprise functions, strengthen ties with allies, insist on raising prices to deliver value, activate marketing to stimulate the market, seize the opportunity to attract attention, and do a good job in regional differentiated marketing of goods in the national market. Do the above, there will be more success in the off-season marketing strategy.