catalogue
1. Introduction of wine industry
(1) Characteristics of wine industry
(2) Advantages of wine industry
(3) The development history of China wine industry.
(4) Classification of wine industry
2. About the external influence of the wine industry
(1) Domestic regulatory policies and regulations on this industry
(2) domestic policies and regulations to promote industrial development
(3) Leading domestic technology companies
3. Supply and demand analysis of wine industry
Supply in the wine industry
4. Analysis of industrial chain and related industries
(1) supplier analysis
(2) Analysis of related industries
5. Behavior analysis of industrial manufacturers
(1) marketing behavior
Introduction of Typical Marketing Models in Liquor Industry
Marketing innovation analysis
Marketing memorabilia
(2) Production behavior
Introduction of typical production mode
Memorabilia of productivity changes in this industry
(3) the behavior of industrial expansion and integration
6. Analysis of major manufacturers in the industry
Appendix: Industry Data Required for SCP Analysis
General situation of industry
1. Industry characteristics
The development trend of liquor industry has been concerned by all walks of life. This year, the total output of liquor industry will increase slightly, the price will fluctuate within a narrow range, and the production and market will be further concentrated in famous liquor.
This year, China liquor industry presents five characteristics:
(1) Output: The total output of China wine industry will increase slightly this year compared with last year.
(2) Price: The price of various wines will fluctuate within a narrow range. Although the price of liquor rose by a large margin last year, from the trend, the price of liquor will gradually fall back. However, the growth of beer supply has exceeded the growth of demand, and the price may drop slightly. Due to the impact of foreign products and the increase of domestic production capacity after China's entry into WTO, the price of wine will continue to fall.
(3) Concentration: the production and market of wine are further concentrated on famous wines. China joined the process of survival of the fittest, and its production and market further concentrated on famous wines.
(4) Innovation: Innovation will become a necessary magic weapon to improve the competitiveness of enterprises. Innovation is an essential "magic weapon" that runs through the feasibility strategy of enterprises. Innovating mechanism, creating differences, creating markets and methods will become the common choice of all enterprises in China liquor industry in 2009. Only in this way can enterprises not be eliminated.
(5) management; Fine management will become an important support for enterprise benefits. Despite the decline in economic prosperity, the wine industry is still facing the pressure of rising production costs, management costs and marketing costs, and the sales price of products is no longer firm, which will directly bring about the shrinkage of corporate profits. Therefore, refined management will become an important support for enterprises to maintain profits.
2. Industry advantages
(1) China liquor industry has great room for improvement in enterprise marketing management, process planning, organizational structure and operation.
(2) Advantages of national culture: Oriental culture has never been broken for thousands of years, and it continues to influence the world with its unique vitality, which plays a decisive role in the formation of China's unique commercial culture. Therefore, China wine has unique technology and unique flavor.
(3) Cost advantage: The raw material cost and labor cost of China wine industry are low.
(4) Brand advantage: Several well-known domestic brands are gradually going abroad, going to the world, creating their own brands and becoming world-famous brands.
3. The development history of China wine industry
China has a long history of brewing, and in the long-term development process, many wine treasures known as "divine products" and "manna" have been brewed. China famous poets Li Bai, Bai Juyi, Du Fu and Du Mu all have well-known wine poems, which have been sung repeatedly for hundreds of years. I recorded two songs for you to enjoy.
(1) ancient times; In ancient times, people ate hair and drank blood, and the use of fire made people end this primitive way of life. With the rise of agriculture, people not only have food to live on, but also can make wine from grain at any time.
(2) During the Shang and Zhou Dynasties, in the Shang Dynasty, the wine-making industry developed rapidly, and bronze wine glasses appeared, offering wine to the gods.
(3) After the Han and Tang Dynasties, besides yellow rice wine, the production of various kinds of wine (liquor), medicinal liquor and fruit wine also developed to a certain extent.
(4) In recent years, with the progress of science and technology, China's brewing industry has formed a great production capacity, with more and more types of wine and a rapid expansion of industry scale.
4. Classification of wine industry
1, according to alcohol content:
High alcohol (5 1%-67%)ˇ moderate alcohol (38%-50%)ˇ low alcohol (below 38%)
2, according to the sugar content of wine:
Sweet wine (above 10%), semi-sweet wine (5%- 10%) and semi-dry wine (0.5%-5%).
Dry liquor (less than 0.5%)
3, according to the production method of wine points:
Distilled liquor/mixed liquor
4, according to the type of goods:
Liquor, yellow wine, beer, fruit wine, medicated wine, simulated wine.
external action
The influence of policies and regulations on the industry
The industrial policy of China's brewing industry is: "focus on developing liquor and control the total amount of liquor." Wine is a kind of fermented wine with low alcohol content, which has elegant character and rich nutrition. It is one of the wines that are adjusted in the product structure of national wine and supported by the development.
Domestic regulatory policies and regulations of the industry:
On April 29th, 2009, State Taxation Administration of The People's Republic of China issued "Several Opinions on Strengthening Tax Collection and Management to Promote Leakage Stopping and Increase Income", pointing out that in order to ensure the tax revenue in 2009 and its growth target, it will intensify inspection and put forward new requirements and measures for tax collection and management. As for the consumption tax, "it is necessary to strengthen the tax base management of liquor consumption tax, verify that the liquor consumption tax of large wineries has the lowest taxable value, and preserve the tax base. All localities should strengthen the collection and management of liquor consumption tax in small wineries. If the reconciliation voucher is incomplete, the approved payment method should be adopted. No longer blocked, increase income. "
Liquor is the object of consumption tax, which is divided into ad valorem tax and specific tax. Consumption tax is an in-price tax, and its increase or decrease will directly affect the profits of enterprises.
Domestic industrial promotion policies and regulations:
First, the measures for the administration of alcohol consumption tax (for Trial Implementation) were promulgated.
The Measures for the Administration of Wine Consumption Tax (Trial) issued by State Taxation Administration of The People's Republic of China, People's Republic of China (PRC) came into effect on July 1 2006.
The present Measures stipulate that the units and individuals that produce, process and import wine within the territory of People's Republic of China (PRC) are taxpayers of wine consumption tax. The sale of liquor between units or individuals engaged in liquor production in China shall be managed by the liquor purchase certificate. The buyer shall apply to the competent tax authorities before purchase, and the seller shall apply to the competent tax authorities for refund of the paid consumption tax with this voucher. If a production enterprise directly sells its own or purchased wine to units and individuals other than the production enterprise, it will not implement voucher management, and declare and pay consumption tax according to the Provisional Regulations on Consumption Tax. Taxpayers who are allowed to continuously produce wine with imported wine as raw materials will deduct the consumption tax indicated in the special payment book of customs import consumption tax from the consumption tax payable in the current period. If the consumption tax payable in the current period is insufficient to offset, the balance will be reserved for the next period.
The Sugar and Liquor Express Market Analysis Center believes that this move will help foreign wines compete in the domestic market. The price of domestic wine is more than half cheaper than that of foreign wine with similar quality and grade. If you want to expand the market, you can seize every opportunity to reduce prices and promote sales. This move will also solve the problem of double taxation of wine production enterprises, which is conducive to strengthening the management of wine consumption tax and the development of China's wine industry.
Second, the impact of tariff changes on the wine industry after China's entry into WTO.
Changes in import tariffs on wine
Changes in import tariffs on wine
Before adjustment
After adjustment
Tariff on imported bottled wine
43%
14%
Comprehensive tax rate of imported bottled grapes
85.9%
48.2%
Tariff on imported bulk wine
43%
20%
Comprehensive tax rate of imported bulk wine
85.9%
56%
Leading domestic technology companies
wuliangye group co., ltd
Company profile:
Wuliangye Group Co., Ltd. is located at the bank of Minjiang River, the "first city of Yangtze River" in the north of Yibin City, Sichuan Province, China. Its predecessor was "Yibin Winery in Sichuan Province, China Monopoly Company", which was jointly established by several ancient winemaking workshops in the early 1950s. 1959 was officially named "Yibin Wuliangye Winery" because of its excellent quality and reputation.
Starting from 1985, the original Wuliangye Winery creatively combined the historical and cultural background with modern scientific operation, and achieved rapid development. 1998 officially transformed into Wuliangye group co., ltd. ..
From the "Ninth Five-Year Plan" to 2004, the company created a magical speed of an average increase of 26% in sales revenue. The main strategic objectives of the company's development are: gradually increase the market share of high-priced and medium-priced brands, gradually reduce the market share of low-priced brands, implement the brand strategy of 1+9+8 (namely, 1 world brand, 9 national brands and 8 regional brands), and build 18 key brands among more than 70 brands, carrying 400,000 tons of goods. Build Wuliangye Group into a super-large enterprise integrating scale, modernization, collectivization and internationalization.
Technical leadership:
Wuliangye liquor is an outstanding representative of Luzhou-flavor liquor. She uses five kinds of grains, sorghum, rice, glutinous rice, wheat and corn, as raw materials, fermented in the old cellar, aged for many years, and carefully blended with the power of "wrapping koji". The special technology of coarse grains combines the essence of five kinds of grains properly, avoiding the defects that single red grain or two or three kinds of grains are used as raw materials and other white spirits have poor taste, forming a wine body style of "long aroma, mellow and sweet taste, harmonious taste, just right taste, especially comprehensive wine taste", and becoming a real natural fermented environment-friendly food; Its unique natural ecological environment, more than 600 years of ancient pits in the Ming Dynasty, grain formula, brewing technology and moderate quality make "Shili Wine City" an outstanding treasure in today's wine products.
Tsingtao beer co., ltd
Company profile:
1In August, 903, the first brewery built with European technology was born in the ancient land of China-Tsingtao Company, a German beer company. After a hundred years of vicissitudes, this earliest beer company has developed into a world-renowned "Tsingtao Brewery" manufacturer-Tsingtao Brewery Co., Ltd., which was established in 65438-0993 and entered the international capital market. Its shares are listed in Hongkong and Shanghai respectively, making it the first joint-stock company in China to be listed in both places at the same time.
In the late 1990s, Tsingtao Brewery Company began to fully implement the "big brand strategy", and established and implemented strategic decisions such as "freshness management", "high starting point development", "low cost expansion" and "market network construction". Tsingtao Brewery Company, with its brand-driven asset restructuring, took the lead in setting off a wave of mergers and acquisitions in China, and was known as the leader of the integration trend of China beer industry during the Spring and Autumn Period and the Warring States Period. For M&A enterprises, Tsingtao Brewery implements a unique management mode of "system integration and mechanism innovation", and integrates the management mode and concept of subsidiary management with Tsingtao Brewery corporate culture.
At present, Tsingtao Brewery Company has 55 breweries and malt factories in 18 provinces, municipalities and autonomous regions, and has built a nationwide marketing network, basically completing the national strategic layout. At present, beer production scale, total assets, brand value, production and sales volume, sales revenue, total profits and taxes, market share and export earnings rank second in the domestic industry. Facing the new century, Tsingtao Brewery Co., Ltd. will continue to innovate, build a learning enterprise, improve its core competitiveness, build an international company, become a value expert in the international market, a leader and a superstar in China beer market, and write a brilliant chapter in the new century.
Tsingtao beer technology leading place:
It is made of high-quality malt, rice, hops and water through saccharification, filtration, cooling, fermentation and packaging. The reason for its success lies in the unique brewing technology and strict process management. On the basis of continuing the traditional brewing technology, Tsingtao Brewery's brewing technology is improving day by day, and the unique after-ripening technology and excellent yeast strains are icing on the cake, ensuring the excellent and stable product quality. The company has established strict internal quality control standards higher than the national standards. From raw materials entering the factory, semi-finished products processing and finished products leaving the factory, we must go through systematic and strict quality inspection. 1995, the company has passed the ISO9002 international standard certification organized and evaluated by the Norwegian Bureau of Classification, which indicates that the quality management level of Tsingtao Brewery has been further improved and has been in line with international standards.
High quality raw materials
Malt: imported high-quality barley, carefully prepared by Tsingtao Brewery's unique malting technology;
Rice: adopt domestic leading rice freshness control technology to ensure the quality and freshness of rice, and adopt appropriate code ratio;
Hops: high-quality fresh Qingdao flowers and delicate fragrant flowers are used;
Water: brewing water;
Yeast: beer yeast unique to Tsingtao Brewery is adopted;
Unique brewing technology
Modern one-pot brewing technology and unique low-temperature and long-time post-ripening technology are adopted to brew carefully for more than 30 days. At the same time, through the leading beer preservation technology in China, the taste of beer is guaranteed to be fresh.
From this, beer with pure and harmonious flavor, refreshing taste and faint hops and malt aroma was brewed.
Supply and demand analysis of wine industry
Industrial supply
Changes of liquor supply channels
Compared with the reduction and transformation of consumption, the supply of alcohol is in a state of relative surplus. Therefore, liquor production and circulation enterprises are in a state of frequent access. According to the long-term trend, there are 3,326 liquor-making enterprises in 1900, and 3,299 in 2000, which are basically unchanged. From the content point of view, after the local beer production limit of 1994 was relaxed, the number of new pieces and the number of removed pieces were basically the same, with a slight increase. In sake industry, the structure tends to be surplus, and the overall number of manufacturers tends to decrease.
The increase of alcohol is also one of the factors of supply change. Because there are fewer restrictions on the import of alcohol, the import of wine and shochu has greatly increased compared with before. The import volume of wine increased the most, accounting for 6 1% of liquor import tax. The main importing countries are France and Italy, while imported shochu accounts for 15% of liquor import tax, and the main importing country is South Korea.
In the field of circulation, 1990, there were two wholesalers 18 12, with a sales volume of 9.749 million kiloliters; 1999, wholesaler 1278, sales volume 10254 kiloliters, down about 30%. At the retail stage, the total number of general retailers' shops in 1990 13 1000 increased to 14000 in 2000, with a net increase of about 1000 and a sales volume increase of about 5%. ※. There seems to be nothing wrong. However, through shorter observation and observation of classified data, we can find that this is not the case.
Figure 1 shows the situation of obtaining and revoking liquor licenses for a long period of time. The left coordinate is the number obtained and revoked each year, and the right coordinate is the total number of license plates. From this, we can find that the number of liquor retail stores whose licenses have been revoked has gradually increased since the late 1980s, and the number of newly obtained licenses has also soared since 1998. Although it declined in 2000. However, that is a temporary phenomenon caused by the change of license application cycle, and the momentum of new license application is increasing. This is due to the application for liquor license and the relaxation of restrictions on the entry of large stores. We'll talk about this later. This is just to observe the long-term competition trend of large-scale stores against traditional retail stores.
Since the birth of large supermarkets and convenience stores, the competition between large retail stores and traditional liquor retailers has never stopped. Large-scale stores have advantages in sales scale and means, and play an increasingly important role in liquor circulation. In the past, the acquisition of liquor business license had people's quality requirements, strict distance restrictions and population restrictions in business circles. If these requirements are not met, the right to operate alcohol cannot be obtained. So until 1990, supermarkets, convenience stores and other large retail stores only accounted for 12% of the total number of liquor retail stores and about 17% of sales. In the 1990s, this balance of power began to be broken. With the closure of traditional retail outlets, the number of convenience stores and large stores obtaining business licenses has increased rapidly. By 2000, the total number of liquor retail stores occupied by convenience stores and big stores rose to 365,438+0%, and the sales volume rose to about 46%.
Analysis of industrial chain and related industries
A, supplier analysis:
China's wine industry is large in scale, with fine categories, and there are many suppliers who can provide services. Let's analyze three of them: Wuliangye Group Co., Ltd., LU ZHOU LAO JIAO CO.,LTD Co., Ltd. and Jinliufu Liquor Co., Ltd. (now integrated with Huazhi Liquor).
1, Wuliangye group co., ltd:
Wuliangye Group Co., Ltd. is located in the southwest hinterland of China, on the bank of Minjiang River, the "first city of Yangtze River" in the north of Yibin City, Sichuan Province. Prior to this, Yibin Winery in Sichuan Province was a monopoly enterprise in China, which was jointly established by several ancient winemaking workshops in the early 1950s. 1959 was officially named Yibin Wuliangye Winery, and 1998 was restructured into Sichuan Yibin Wuliangye Group Co., Ltd.
Wuliangye is a famous product of Wuliangye Group Company and an outstanding representative of Luzhou-flavor liquor. She uses five kinds of grains, sorghum, rice, glutinous rice, wheat and corn, as raw materials, fermented in the old cellar, aged for many years, and carefully blended with the power of "wrapping koji". The special technology of coarse grains combines the essence of five kinds of grains properly, avoiding the defects that single red grain or two or three kinds of grains are used as raw materials and other white spirits have poor taste, forming a wine body style of "long aroma, mellow and sweet taste, harmonious taste, just right taste, especially comprehensive wine taste", and becoming a real natural fermented environment-friendly food; Its unique natural ecological environment, more than 600 years of ancient pits in the Ming Dynasty, grain formula, brewing technology and moderate quality make "Shili Wine City" an outstanding treasure in today's wine products.
Since 19 15 stands for China products, Wuliangye Liquor has won 39 gold medals in the Expo all over the world, and won the gold medal in the 13th Panama International Food Expo with 1995, creating the brilliant achievement of Wuliangye's "80-year gold medal" and being rated as the "50th World Statistics Conference". In June 2002, at the 20th International Trade Fair in Panama, it won the only gold medal in liquor category again, and continued to write the centenary honor of Wuliangye. At the same time, Wuliangye Liquor also won the title of "National Famous Liquor" for four times; Won the national gold medal for quality products for four times; Its trademark "Wuliangye" 199 1 was rated as "Top Ten Famous Trademarks" in the first China. In 2003, it won the "National Quality Management Award" again, becoming the only enterprise in China liquor industry that won the National Quality Management Award twice; Wuliangye brand ranks first among the "most valuable brands" in liquor manufacturing and food industry in China for several years. In 2006, its brand value reached 35.826 billion yuan, ranking first in the food and beverage industry for 12 years in a row, and ranking among the top four most valuable brands in China, with the influence of leading the market. In 2006, the export volume of Wuliangye liquor series accounted for more than 90% of the total export volume of China liquor. Adhering to the combination of modern science and technology and ancient traditional crafts, the group company systematically developed dozens of series products with different grades and tastes, such as Wuliangchun, Wuliangshen, Wuliangchun, Yangtze River Delta, Lianghuchun, Modern Man, Jinliufu, Liuyang River, Laofang and Jingjiu, which met the needs of consumers in different regions, cultural backgrounds and levels. In particular, smooth sailing Wuliangye, Wuliangye Panama Memorial Wine, Wuliangye vintage wine and other fine and precious series Wuliangye came out, and its ultimate integration of essence, shape, rhyme and taste became a model for pursuing Excellence.
2. LU ZHOU LAO JIAO CO.,LTD Limited by Share Ltd:
LU ZHOU LAO JIAO CO.,LTD Co., Ltd., located in Guojiao Square, Luzhou, Sichuan, is a state-owned listed company with a history of more than 400 years. The company's total assets are nearly 3 billion yuan, and its production and construction area is more than 360,000 square meters. The Marketing Network Command Center of LU ZHOU LAO JIAO CO.,LTD Co., Ltd. is located in the south of Chengbei New District in Luzhou City, and is the office of LU ZHOU LAO JIAO CO.,LTD Group Headquarters.
The company owns the oldest cellar pool in China (built in A.D. 1573), which has the longest continuous use and the most complete protection. 1996 was approved by the State Council as a national key cultural relic protection unit, and was known as "the first cellar in China", which became a miracle in the history of world wine making with its unique social, economic, historical and cultural values.
The company's leading products are all national pits? 1573, Centennial LU ZHOU LAO JIAO CO.,LTD Co., Ltd., Luzhou Laojiao Tequ, etc. National pit? 1573, identified by the national liquor expert group, has the characteristics of "colorless and transparent, elegant cellar fragrance, soft and harmonious, clean and fragrant tail and typical style". Luzhou Laojiao Tequ is the oldest four famous wines in China. He has been awarded the title of China Famous Wine for years, and is known as "the originator of Luzhou-flavor" and "the master of brewing". Since 19 15 won the gold medal of Panama Pacific World Expo in San Francisco, USA, it has won 17 major international gold medals. Its "Luzhou" brand registered trademark is one of the first ten well-known trademarks in China. The brand value of LU ZHOU LAO JIAO CO.,LTD Co., Ltd. is as high as 654.38+002 billion yuan, which is recognized by the authoritative intangible assets appraisal agency of the country. In recent years, the enterprise has also won the honorary titles of "National Advanced Enterprise in Quality and Benefit" and "Top 500 Enterprises with Best Comprehensive Economic Benefit in China". Luzhou liquor industry started in Qin and Han Dynasties, flourished in Tang and Song Dynasties, flourished in Ming and Qing Dynasties and developed in New China. LU ZHOU LAO JIAO CO.,LTD Co., Ltd., which comes down in one continuous line, is a century-old famous liquor enterprise at home and abroad, and a large-scale state-owned backbone liquor group developed on the basis of 36 ancient liquor workshops in Ming and Qing Dynasties.
LU ZHOU LAO JIAO CO.,LTD has a long history and is the birthplace of Luzhou-flavor liquor in China. It is unique in China wine industry and has many unique advantages. 1573 Guobaokeng Pool is the earliest built (founded in A.D. 1573), the longest continuous use and the most complete protection in China. 1573 was approved by the State Council in 1996 as the first batch of national key cultural relics protection units in the industry, and was listed in the World by National Cultural Heritage Administration in 2006. As the only representative of China Sichuan Liquor and Luzhou-flavor Liquor, "LU ZHOU LAO JIAO CO.,LTD Traditional Brewing Skills" was selected into the first batch of "National Intangible Cultural Heritage List" in May 2006, becoming the only enterprise with "double national treasures" in the industry. Luzhou Laojiao Tequ is the oldest four famous wines in China. Won the gold medal of 19 15 Panama Pacific Expo, and was identified as a typical representative of Luzhou-flavor liquor by the state at the first tasting in China on 1952. It is the only Luzhou-flavor liquor that won the title of "China Famous Liquor" for five consecutive years. Its registered trademark of Luzhou brand is one of the top ten well-known trademarks in the first China. In 2006, the trademark "Guojiao" won the only national "well-known trademark" of liquor.
Drinking the fine wine of LU ZHOU LAO JIAO CO.,LTD Co., Ltd. can deeply understand the wisdom of China culture and gain the roots of China culture, which is a major event in life.
3. Jinliufu Liquor Sales Co., Ltd.:
Jinliufu Liquor Co., Ltd. was born in 1996. Jinliufu Liquor Industry adheres to the concept of "honesty-based, sustainable management", and with the advanced marketing model, it has joined hands with Wuliangye Group, the leading liquor industry in China, and quickly embarked on a development road from acting as a brand agent, creating a brand and owning a famous brand. And developed into a professional wine marketing enterprise with 18 regions, 4 production enterprises, nearly 2,000 marketers and more than 5,000 promotion teams.
Jinliufu Liquor is deeply favored by consumers for its excellent liquor quality, novel packaging and profound cultural heritage, and it sells well at home and abroad, and is known as "the blessed liquor of China people". Since 1999, the sales volume has ranked first in Wuliangye liquor brand for six consecutive years. Appraised by the authoritative national assets appraisal agency, the brand value of "Jinliufu" has reached 365,438+39 million yuan in 2004.
Although it has grown into a leader in this highly competitive industry, Jinliufu enterprises with an eye to the future are never satisfied with their existing achievements. The company is newly involved in the field of wine and health care wine, and has built a development platform integrating Jinliufu wine, Wuliangye vintage wine, Xiao Kai, Shaoyang, Linshui and incomparable ancient series health care wine. In the future, Jinliufu enterprises will continue to ride the wind and waves in the "sea" of China wine industry.
1998, the first bottle of Jinliufu wine rolled off the production line of Wuliangye. In the past ten years, Jinliufu wine has always adhered to the positioning of "blessing culture" and has been favored by consumers for its excellent wine quality and novel packaging.
Jinliufu Liquor, with the auspicious image of "Fu", actively participates in various social activities, and is known as "Fu Liquor for the People of China": it won the honor of being the only wine for the celebration of China sports delegation and national football team in the 28th Olympic Games. Since 2004, Jin has spread a series of themes-"Mid-Autumn Festival Reunion? Jinliufu wine ","Going home during the Spring Festival? Jinliufu wine ","I have a happy event? Jinliufu wine has gradually become an indispensable new folk custom in China people's holiday consumption.
Jinliufu series wine mainly sells star series, Fuxing Zhao Gao series, Fuxing series, VIP special supply series, classic series and gift box series. There are currently 338 items. The sales volume of Jinliufu series wine has maintained double-digit growth for nine consecutive years. Since 1999, Wuliangye series wines have been ranked first in sales for seven consecutive years, and won the well-known trademark of China, with a brand value of 4.267 billion. Single-brand sales are the first in China, and single-brand sales are the top three in the national liquor market.
1. Industry characteristics
The development trend of liquor industry has been concerned by all walks of life. This year, the total output of liquor industry will increase slightly, the price will fluctuate within a narrow range, and the production and market will be further concentrated in famous liquor.
This year, China liquor industry presents five characteristics:
(1) Output: The total output of China wine industry will increase slightly this year compared with last year.
(2) Price: The price of various wines will fluctuate within a narrow range. Although the price of liquor rose by a large margin last year, from the trend, the price of liquor will gradually fall back. However, the growth of beer supply has exceeded the growth of demand, and the price may drop slightly. Due to the impact of foreign products and the increase of domestic production capacity after China's entry into WTO, the price of wine will continue to fall.
(3) Concentration: the production and market of wine are further concentrated on famous wines. China joined the process of survival of the fittest, and its production and market further concentrated on famous wines.
(4) Innovation: Innovation will become a necessary magic weapon to improve the competitiveness of enterprises. Innovation is an essential "magic weapon" that runs through the feasibility strategy of enterprises. Innovating mechanism, creating differences, creating markets and methods will become the common choice of all enterprises in China liquor industry in 2009. Only in this way can enterprises not be eliminated.
(5) management; Fine management will become an important support for enterprise benefits. Despite the decline in economic prosperity, the wine industry is still facing the pressure of rising production costs, management costs and marketing costs, and the sales price of products is no longer firm, which will directly bring about the shrinkage of corporate profits. Therefore, refined management will become an important support for enterprises to maintain profits.
2. Industry advantages
(1) China liquor industry has great room for improvement in enterprise marketing management, process planning, organizational structure and operation.
(2) Advantages of national culture: Oriental culture has never been broken for thousands of years, and it continues to influence the world with its unique vitality, which plays a decisive role in the formation of China's unique commercial culture. Therefore, China wine has unique technology and unique flavor.
(3) Cost advantage: The raw material cost and labor cost of China wine industry are low.
(4) Brand advantage: Several well-known domestic brands are gradually going abroad, going to the world, creating their own brands and becoming world-famous brands.
3. The development history of China wine industry
China has a long history of brewing, and in the long-term development process, many wine treasures known as "divine products" and "manna" have been brewed. China famous poets Li Bai, Bai Juyi, Du Fu and Du Mu all have well-known wine poems, which have been sung repeatedly for hundreds of years. I recorded two songs for you to enjoy.
(1) ancient times; In ancient times, people ate hair and drank blood, and the use of fire made people end this primitive way of life. With the rise of agriculture, people not only have food to live on, but also can make wine from grain at any time.
(2) During the Shang and Zhou Dynasties, in the Shang Dynasty, the wine-making industry developed rapidly, and bronze wine glasses appeared, offering wine to the gods.
(3) After the Han and Tang Dynasties, besides yellow rice wine, the production of various kinds of wine (liquor), medicinal liquor and fruit wine also developed to a certain extent.
(4) In recent years, with the progress of science and technology, China's brewing industry has formed a great production capacity, with more and more types of wine and a rapid expansion of industry scale.
4. Classification of wine industry
1, according to alcohol content: high alcohol (51%-67%), medium alcohol (38%-50%) and low alcohol (below 38%).
2. According to the sugar content of wine: sweet wine (10% or more), semi-sweet wine (5%- 10%), semi-dry wine (0.5%-5%) and dry wine (below 0.5%).
3. According to the brewing method, it can be divided into brewing wine, distilled wine and blended wine.
4. According to commodity categories: liquor, yellow wine, beer, fruit wine and medicinal liquor.
I hope it helps you.