1. Red wine consumption market (domestic and Anhui province)
At present, in China market, liquor and beer account for the vast majority of household consumption. The main consumers of liquor are middle-aged and elderly people, while the main consumers of beer will be all levels of production. But now more and more qualified people are paying attention to life and taking the petty bourgeoisie route. Red wine is a way for them to enjoy life. Red wine brings culture, health and taste of life. Therefore, the market occupied by red wine will be a market with great development space. In the process of rapid absorption of new products by consumers, the status of red wine in people's minds will become more and more important, and the proportion of consumption will gradually increase. Now we are not only trying to find the target group we sell, but also cultivating our target group. In the future consumption trend, red wine will become a product with strong consumption power. After 5- 10 years, the consumption trend of red wine will rise and become a product with a strong consumer group like liquor.
Anhui local consumers are not very comfortable with the sour taste of wine, so the sales of wine in this area are not very large at present. But modern society pays more and more attention to health care, and wine itself has health care function. Therefore, the development potential of wine is huge, and the market share is expected to increase significantly in the next few years. It is precisely because of this reason that more and more imported wine brands began to enter this market, such as Gu Jing guzman wine, French Galeries Lafayette Castle dry red, Italian Lu Fen Nokianti high-quality legal production area dry red, Chile Santa Rita 120 Sauvignon dry white, etc., all entered the Anhui market.
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It is understood that the overall wine market capacity in Anhui currently exceeds 400 million, of which Hefei accounts for at least one third. Domestic mainstream brands such as Great Wall, Changyu and Dynasty have shown different development trends, and imported wines have gradually surfaced and become the focus of attention.
2. The main consumers of red wine
The red wine represented by our company belongs to middle and high-grade red wine, which is produced in internationally renowned producing areas and has a profound wine culture. So our consumers should be the first, second, third and fourth groups.
3. Domestic red wine products and market analysis
Wine production is distributed in 26 provinces, municipalities and autonomous regions, and the top five are Shandong, Hebei, Tianjin, Jilin and Henan, accounting for 87.44% of the total national output; There are about 500 wine producers, and Changyu, Great Wall, Dynasty and Wei Long account for the whole country.
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565438+ 0.87% of the quantity. According to the data of 20 1 1, the cumulative growth rate of wine production was 25.7% year-on-year: the cumulative output in the first quarter was 249 kiloliters, up 25.7% year-on-year, which was higher than that in the same period last year.
12.5 percentage points. 1-The cumulative import volume in February increased by 59.8%. Wine consumption is still in the stage of rapid development in China, and the market space is large. Therefore, it is expected that imported wine and domestic wine will be in a state of * * * * growth in the next few years, and domestic leading wine enterprises with brand advantages are expected to maintain a relatively fast growth rate. Red wines in this province mainly include "Gu Jing" and "Double Happiness" wines produced by Anhui Gu Jing Wine Co., Ltd. In terms of sales, Gu Jing Double Happiness Wine Industry has a strong sales network of "Gujing Distillery", with sales points all over the country and county-level cities, and some areas go deep into towns and villages, which has certain influence on domestic wines.
4. Product and market analysis of foreign red wine in China.
Although the annual growth rate of world wine industry is less than 1%, the annual growth rate of China wine industry is more than 10%. Therefore, the wine industry in China has huge growth space and good market prospects. It is predicted that according to the average level of developing countries, the demand for wine in China will reach 966,000 tons in 20 10. According to the average annual growth rate of 10% in the last four years, the wine production in China will reach 630,000 tons by 20 10. There is still a market gap of 336,000 tons. Of course, the wine industry has great development potential.
5. Red wine sales model (domestic and foreign agents)
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First, build your own terminal, and establish your own brand through the way of specialty stores and joining retail stores. With retail as a supplement, professional and expert images appear, showing the full range of imported wine products in the old and new world. It is expected to expand the group buying consumer groups in the form of cocktail parties and tasting meetings to make up for the cost loss of customized terminals. Some domestic distributors specializing in imported wine have also turned their attention to industry customers. First, they have turned to OEM calibration and designed wine labels according to customer needs; First, turn to local and foreign enterprises, institutions, major customers and government organizations, and adopt an "end-to-end" direct sales model to increase sales and reduce market expenses. But generally speaking, at present, this method is not popular.
Second, it has accumulated rich experience in the operation of single wine. We have a mature professional operation team with many channels and a wide network, with strong financial strength and the ability to buy out excellent varieties in excellent production areas with superior cost performance. These domestic distributors usually operate in Portugal.
Second, the company acts as the agent of SW in Bordeaux Red Wine Anhui Market.