Medicinal liquor has a history of thousands of years in China. There are almost no exceptions in medical works of past dynasties, such as the records of medical treatment and fitness with medicinal liquor and the investigation report of health wine industry. When people's awareness of health care is increasing day by day and some drugs become edible health care products, the new term "health wine" becomes popular. China liquor industry is mature, and the market development space is very narrow. The rise of health industry has guided a new way for the development of liquor, and the health wine represented by Jin Jiu has proved that this is a feasible way.
Health wine is a special branch of health food, which has both the attributes of wine and health care effects. This value form of "combination of health and wine" captures the needs of consumers.
"Although hard liquor is good, don't drink too much", this slogan has been widely praised for many years, which is the innovative performance of Jinpai Co., Ltd. in marketing practice. Jinpai does not adopt the marketing mode of advertising bombing to promote sales, but guides consumers to enhance their awareness and knowledge of healthy drinking around "moderate drinking" to cultivate the market. In recent years, Jinpai has maintained a steady and rapid growth. 20 1 1, the annual sales of Jinpai shares reached 4.667 billion yuan, and the tax revenue exceeded 65.438 billion yuan.
At present, the number of health wine enterprises in China is about 5,000, and there are about 200 new enterprises every year, which shows that the health wine industry is speeding up. According to the data released by china alcoholic drinks association, in 20 1 1 year, liquor and beer accounted for nearly 90% of the whole beverage and wine market, and "other wines" containing health wine only accounted for 2.84%.
Undoubtedly, health wine is still a small category of wine at present, but it does contain huge potential demand, which further shows that the penetration rate of health wine market will continue to increase in the future, with good prospects.
1, innovation is the key to its development.
At present, health wine is still a small wine, and the scale is small. Consumers' cognition and value recognition of health wine are not enough, and the foundation accumulation is not deep, so the development of high-end health wine will be slow. At present, there are several obvious "shortcomings" that are restricting the development of health wine: the product characteristics are unknown, which hinders the development of the industry; Unclear market concept affects life cycle; Inaccurate product positioning leads to the failure of promotion; The target demand is not detailed, which leads to consumer doubts and so on.
In order to solve these shortcomings and further promote the development of health wine industry, many enterprises need to make continuous efforts and innovations.
Quality and safety. Health wine is an important part of Chinese medicine and a "health food". The most important thing in the development of food industry is food safety. For health wine, there is no king without safety.
For a long time, the production technology of traditional health wine has been stagnant in the state of soaking in pottery jar and percolation at low temperature, especially the traditional Chinese medicine preparation method, which has many problems such as excessive impurities, low purity and slow absorption, resulting in unstable product quality.
To improve the quality of modern products, we should pay attention to the scientific and technological content, find the combination of traditional Chinese medicine and modern biotechnology, and use biotechnology to increase the functions of health wine, such as adopting advanced Chinese herbal medicine extraction technology, creating scientific technical concepts, ensuring the quality and efficacy of wine, opening up the grade of soaked wine with "secret recipe from ancestors" and upgrading brewing technology with technology.
The effect is outstanding. Looking at the current market situation, the brand efficacy is monotonous and similar, mostly for enhancing immune regulation, anti-fatigue and tonifying kidney. Emphasizing efficacy is one of the success factors of health wine, but all health wines emphasize one efficacy. Put all the eggs in one basket, and the effect can be imagined. Clear, definite and appropriate positioning is the basis for the survival and development of a product or brand.
In brand building, we should pay attention to the uniqueness of products to avoid some brands exaggerating their efficacy and cure all diseases. Differentiated product positioning is the foundation of enterprise's enduring prosperity.
Mode innovation. In the past two years, the dispute between gold wine and platinum wine has flourished. Wuliangye Group preempted the highland of health wine, but platinum wine also won back a lot of lost ground with its unique marketing model-Platinum Ceremony. The unique model of platinum ceremony creatively combines "health care" with "gift giving", which greatly caters to the "customs and habits" culture in China and gives full play to the product advantages of health wine.
2. Great competitiveness
In the international market, the consumption of health wine, health wine and nutritious wine accounts for about12% of the total consumption of alcohol; In China, the market capacity of liquor is 500 billion, and the market capacity of health wine is only 2% of the market capacity of liquor, so there is huge room for growth.
It is precisely because of this substantial growth and broad growth space that more and more enterprises are beginning to seize this market.
In addition to Jin Jiu and Coconut Island Deer Turtle Wine, Wuliangye, Maotai and Fenjiu have set foot in the field of health wine, and launched health wine products such as Golden Wine, Platinum Wine and Zhuyeqing Wine. Even pharmaceutical companies have tried water health wine, and Tasly Group, Amendment Pharmaceutical, Qingdao Guofeng Pharmaceutical, Baiyun Mountain and Hutchison Whampoa under Guangzhou Pharmaceutical Group have also started to build brand health wine.
The second survey report on health wine industry
With the increasing frequency of social interaction, the role of wine as a communicative prop will never be replaced. With the improvement of consumers' health awareness, low-alcohol, light and healthy drinks are becoming more and more obvious. Broadly speaking, the liquor market is declining, and a large part of the market space caused by the decline in its sales volume will be replaced by high-end drinks and rapidly rising "health wine". So, what is the future development trend of China health wine industry? According to its own years of experience analysis, Sugar Wine Network believes that there are the following development trends. First, the brand has been further upgraded.
At present, health wine is generally regarded as a "small wine", but with the "pan-health care" of health wine and the increasing acceptance and trust of health wine, it will eventually become the choice of business wine and drinking together, and become a "popular wine" and enter Class A and B catering stores. To become a "popular wine", the brand must be upgraded.
Brand upgrading does not simply rely on the bombing of advertisements, but must give brand connotation and provide consumers with reasons for your high price. Sugar Wine Network believes that we must first return to the source-products.
Second, the taste is further optimized.
In the past, the popularity of health wine was limited because of its heavy medicinal taste and poor taste. With the consumption adaptability of Luzhou-flavor wine taste, more and more health wine enterprises realize that health wine should be promoted as "wine" first, so that it will be accepted by more consumers. Especially in catering, which consumer wants to drink medicine at the table?
Third, the sales model has been further innovated.
In today's market competition is so fierce and consumers are so rational, it is impossible to open the market simply by relying on high-end media to widely invest in investment, or relying entirely on the ground to promote the execution of tactical teams. Health wine dealers need to follow the trend of the times, seize the opportunity, change the previous sales model and quickly occupy the market.
Fourth, the function is further subdivided.
The third survey report on health wine industry
With the rapid development of social economy and the continuous improvement of living standards, people's awareness of health care has gradually increased. As a sub-product of liquor market, health wine will be sought after by the market for its nourishing and strengthening effect in the future, and the market competition will inevitably be further intensified. This development trend also provides a breakthrough and a starting point for the liquor industry in the period of industrial adjustment. After years of development, revision and upgrading, the concentration of health wine brands in China has become increasingly prominent, and China's health wine industry is entering a new stage of development. Driven by the rapid development of the industry, the health wine market has also risen. From the earliest Fenjiu to the present Maotai, Wuliangye, LU ZHOU LAO JIAO CO.,LTD and Yanghe, they all entered this field. It can be predicted that the market prospect of health wine in the future is bright.
The development of health wine is strong.
Statistics show that since 20 12, more and more liquor enterprises have joined the health wine industry, and there are currently 5,000 health wine enterprises in China. The overall promotion of the industry has brought opportunities for the development of leading enterprises in the industry.
At the "20 17 (1st) China Health Wine Market Summit Forum", Wang Qi, executive vice president of China Liquor Association, said that the overall trend of the wine industry was steady and progressing in 20 17, among which health wine and fruit dew wine developed well.
According to the statistics of Wang Qi, in 20 17, there were 196 large-scale enterprises in the field of health wine in China, and only 8 of them suffered losses. "From 20 17 to 12, the sales revenue of other liquor enterprises above designated size totaled 32.872 billion yuan, up by 18.37% year-on-year, and the profits and taxes totaled 4.6 billion yuan, with the tax paid increasing by 16%." Wang Qi cited data to illustrate.
He said that in 20 17 years, the growth rate of other alcoholic beverages was the fastest, and the loss-making enterprises were the least. This shows that people's understanding of big healthy consumption is improving, and the concept of healthy wine is deeply rooted in people's hearts. At the same time, the enterprises that produce fruit dew wine and health wine are also expanding, and many large enterprises that did not do health wine in the past have begun to enter this field.
Moreover, according to relevant data, health wine is the fastest growing wine in China, and there is huge room for growth. As far as health wine is concerned, in 200 1 year, the national health wine industry is only about 800 million yuan; In 2006, the scale exceeded 5 billion yuan; In 2008, it broke through the 654.38+000 billion yuan mark; By 20XX, the scale of the national health wine market has increased to about 22.99 billion yuan.
Tian Zhuopeng, executive deputy general manager of Beijing Tang Zhengyi Marketing Consulting Co., Ltd. believes that at present, the health, health preservation and health wine industries have entered a period of large-scale development, with strong development momentum, and their categories have entered an outbreak period of "barbaric growth". In the next few years, this explosive growth will show the inertia of high growth under the dual effects of consumer health demand growth and industry standardization.
Healthy consumption demand promotes the development of health wine.
China Big Data Report on Health and Wellness shows that the health and wellness market in China has exceeded one trillion yuan, and the average annual health and wellness expenditure of permanent residents in each city exceeds 1 10,000 yuan. Moreover, more and more young people are beginning to pay attention to health preservation, and the age group of 18-35 accounts for 80%.
20 17 China health wine market survey and development prospect forecast report pointed out that China's health wine industry has developed rapidly, with an average annual growth rate of 30% in recent years.
Moreover, with the arrival of the era of great healthy consumption, people's demand for healthy consumption is becoming more and more vigorous. Under the support of high consumption level, the ways to pursue health are also diversified. Health care wine, as a daily consumer product with health care function, is gradually integrating into people's lives.
In addition, with the aging of our society becoming more and more obvious, the health care industry is facing good development opportunities. According to the statistics of the National Health and Family Planning Commission, by 2020, the number of elderly people over 65 in China will reach 242 million, accounting for 12% of the total population. The aging society in China will stimulate the health, health preservation and health care industries in China, among which health wine will also develop.
Therefore, under the background of China's aging society and the formation of a big health industry, many people have seen the business opportunities of health wine and become a hot topic in the current industry.
At the same time, with the improvement of the quality of life, people's drinking habits have also changed from simple entertainment to the pursuit of health, and from the pursuit of health to the pursuit of health. Therefore, health wine with health care function will develop rapidly.
Moreover, influenced by national policies and social environment, the liquor industry has been in a period of deep adjustment in recent years. In addition to the gradual recovery of the high-end liquor market this year, the industry has not yet stepped out of the adjustment period.
Therefore, some insiders believe that the liquor industry is now in a period of deep adjustment, which is an opportunity for the development of the health wine industry. It is understood that the average growth rate of the health wine industry in the past three years has exceeded 20%, and more manufacturers also regard the development of diversified wines as an important growth point for enterprises. Under the general conditions of people's health needs, living needs and the arrival of an aging society, more and more manufacturers will participate in the health wine industry and jointly make this industry "cake" bigger and stronger.
The future market may exceed 50 billion yuan.
As far as health wine industry is concerned, it has developed rapidly in recent years. At present, the scale of domestic health wine market has exceeded 20 billion yuan, and it shows a growing trend. With the increase of consumers' demand for health care and the implementation of industry norms, the market space of health wine will be further expanded. Therefore, Yang Guang, chairman of Tang Zhengyi Marketing Consulting Co., Ltd. said that the rapid growth of health wine industry will certainly continue.
According to "Several Opinions of the State Council on Promoting the Development of Health Service Industry", health service industry will become one of the three pillar industries in China in the future, and the scale of big health industry will reach 10 trillion yuan by 2020.
According to the White Paper on the Development of Health Wine in China, the market scale of health wine will reach 50 billion yuan in the next five years, with a compound annual growth rate of about 15%. Therefore, health wine will also become the fourth largest liquor in the domestic liquor market after liquor, beer and wine.
However, there is a mixed situation in the health wine market at present, and the quality is uneven. According to insiders, enterprises entering the health wine market must have high-value products, and powerful large enterprises can make a difference.
In recent years, under the situation of escalating healthy consumption and chaotic industry market, Maotai, Wuliangye, LU ZHOU LAO JIAO CO.,LTD, Fenjiu and other famous wine enterprises began to compete for layout, leading the development trend of health wine.
Among them, especially the adjustment of the leadership team members of Wuliangye Group Health Wine Company has successfully attracted people's attention. The insiders agree that this is a major measure for Wuliangye Group to overweight health wine. It is understood that since 20XX, Wuliangye Health Wine Company has upgraded and adjusted its original products to make them more in line with the market development trend and have more market affinity. For Wuliangye, its strength health wine has inherent unique advantages. It can be said that the strong influence of Wuliangye brand and excellent product quality are the basis of this unique advantage.