Why do Chinese wine companies mostly perform poorly in the market?

The red wine market has great prospects, but unfortunately, most companies, especially imported wine agents, have been trapped in large investments because of poor marketing orientation, unclear patterns, incorrect methods, and subjective feelings that follow suit. The persistence of a small, costly, and less rewarding business cycle has resulted in losses, declines, and closing shadows that have shrouded these original wine merchants who are full of confidence and confidence. It is painful.

Is this why?

On the one hand, there are huge market prospects and operational market space. According to research conducted by Blue Brother Zhiyang International Marketing Consultancy, 2010 wine production increased by 11.4% year-on-year. Similarly, the sales of imported wine are also growing strongly. At the same time, China’s wine consumption is only 1% of the total annual consumption of domestic alcoholic products, and per capita annual consumption is only 6% of the world’s average level. The huge market space is self-evident.

The Chinese wine market is growing rapidly, especially in the global market, especially in the traditional wine-consuming countries. The growth rate of the Chinese wine market is as high as 40%.

However, on the other hand, behind the strong vitality, it is the “wrongful world” of the domestic wine market – the channels are chaotic and the operation methods are low. Over the years, I hope that through the instillation and cultivation of culture, we can achieve the goal of opening up the market and become the most popular practice in the domestic wine market. However, many years have passed and tedious wine etiquette is still a non-mainstream wine culture. In China, a country with a long history of wine culture, compared to the orthodoxy of liquor and the popularity of beer, red wine still exists unobtrusively. Not fire.

China does not have a long winemaking history and a heavy wine culture like Europe, such as France. Although the Chinese market has been nurtured for many years, both the red wine culture and the etiquette of drinking red wine, brand companies are constantly indoctrinating, but with little success. In fact, when it comes to culture, Chinese liquor has a long history and culture. Some wine cellars have a history of thousands of years. Some liquor companies use this as their core resource for publicity. Because the fermentation process of white wine is very important, due to the rich yeast, the quality of white liquor produced in the old pits is better, so it is understandable to take out the wine cellar as a brand endorsement. However, liquor does not have the pit where it was built or where it was built, as an incidental condition for drinking liquor. In contrast, red wine, due to its excessive indulging in red wine culture and wine etiquette, led to high songs, but to a certain extent hindered the development of the wine industry.

At present, with the continuous development of the wine market, the war between imported red wine and homemade red wine has gradually escalated, but no matter how the marketing hand changes, the key is whether the use of these methods and specific operations can attract the attention of the target consumer groups and hide in The endless purchasing power behind them, the famous brand marketing expert and the CEO of Lange Zhiyang International Marketing Consultancy Co., Ltd. pointed out that there are 10 kinds of dead spots in the imported wine marketing as follows:

First, the appeal is unknown.

As we all know, the import of red wine to start the market requires differentiated appeals and a unique commitment to consumers. However, starting from the rise of the industry in the market, the dazzling concept of red wine that appears on the market is confusing. For example, Aging, cellaring, cellar brewing, vintage, estate wine, winery, dry red oak barrels, wine production areas, small production areas and so on. Once again, using these concepts that these consumers do not understand rants in the market, how can they attract consumers' interest?

Second, the selling point is not concentrated.

The new wine products always seek new selling points in the listing operation. However, due to different footholds, some agents do not start from the market sense, but from the point of view of self-identity and self-appreciation, the selling point of creative products stays at the high end of the market. In consciousness, it stays in the harsh wine consumption mode of a few elites and red wine lovers.

Even if many imported wine brands reduce the price to below one hundred yuan per bottle, many people are still far away from red wine.

In the end, it is a matter of sticking to the original red wine culture or getting rid of its shackles.

In fact, it is not only the drinking method of red wine, but also the origin and year of wine culture. When the imported wine brands build brands in China, they all emphasize their own wineries and emphasize their own brewing techniques. However, the names of the origins and wineries that make up the mouth are difficult to remember. Moreover, many times, different wineries and different red wines have only slight differences. If it is not a wine expert, it is difficult to appreciate the nuances of different red wines, and it is a pleasure.

Third, the brand lack of brand tension is what? Some people say that the brand is a symbol. In fact, to be honest, the brand is the reason you choose. You buy a bag, why do you choose LV, Gucci? Is it not better than them? No. Because they are a brand that everyone knows in circles. We all live in circles. Brands must first be known to everyone in the circle. Otherwise, it is too small to generate sales. Second, a good brand must be known to more people outside the circle. Branding is to give you a reason, a reason to show off, and a reason to choose.

Where is the brand effect of our imported red wine?

First of all, many brands of imported red wine are not available. What about branding? It is not an exaggeration to say that imported wine and even brands are not exaggerated. Consumers see so many imported wine brands that they can't remember, they can't tell, and they can't tell the difference. People have a heart to buy things: buy something they are familiar with, that is, buy insurance. Therefore, I do not know if I do not understand, generally do not choose. Moreover, Chinese consumers simply do not know how to distinguish the quality grade, year, and production area of ​​red wine. Many people have not been to foreign countries. Who knows how good or bad that area is? The year of good or bad is only what others say. We do not know it.

How do consumers choose? What choices do consumers choose? The only way out is the brand. Only with the brand effect can we become the consumers' choice.

IV. Weak channel control At present, China's wine market has a diversity of channels and a relatively monopolistic (entry fee), which makes the market strips separated and extremely complicated. This requires that the wine merchants not only need relatively strong funds as market inputs, but also Need for the right strategy and flexible combination of tactics. The vast majority of imported wine agents in China are at a disadvantage in their financial strength. Even if foreign wine merchants are well-funded, they need to be cautious in front of the crisscrossing Chinese wine market.

Faced with this situation, seizing the share of domestic wine is an inevitable choice for the development of imported red wine. In the weak links of competitors, breakthroughs have been found in the regional markets. Certain domestically-made strong brands have long stretches of regional fronts, and have a wide range of channels. They are difficult to average in the allocation of resources, and they are bound to present many weak areas and weak channels. In addition, domestic brands have mostly adopted an agency system because of historical reasons. Agency policies are extensive and the contradictions among manufacturers have become increasingly prominent. Due to limited resources, the three major brands had to put their main resources and energy on their main battlefield to maintain and consolidate their existing interests, which created entry opportunities for imported wine.

Fifth, pay attention to the number of advertisements, ignoring the promotion of quality Advertising has a role in the launch of imported wine, but it is not "an ancient Huashan Road". You don't see many famous brand advertisements and we see every day. The sales performance is not satisfactory. The key lies in the fact that the quality of marketing does not quickly follow up on the effects of advertising and dissemination. Ultimately, it does not form the advantage of a combination of propaganda and superposition, and it is difficult to have an impact on the market.

I believe many people have had this experience. When they saw an advertisement for imported wine on TV, they asked their friends: Have you ever seen this wine? Where can I buy it? The answer is the same: I don't know. So everyone began to feel distressed about the advertising costs of this company. Obviously, at present, many imported red wines have such an embarrassing situation. The low quality of advertisements leads to a lower recognition of red wine.

VI. Dissemination of marketing First, many wine agents do not have experience in the operation of liquor, which is the so-called foreign capital. Most of them discovered good local products during the process of trade with foreign countries. Influenced by the foreign wine culture, they believed that the wine was not afraid of a deep alley. They thought that the foreigners recognized the good products also recognized by the Chinese and judged Chinese wine in an international perspective. Market; However, they are often far from understanding the Chinese wine market and the characteristics of Chinese wine culture. In addition, the enduring power of capital is a deep and objective and practical issue in another aspect.

Second, from the cultural background of the product, the lack of channel planning has fallen into the traditional Chinese wine-style marketing and investment promotion model. As if the authorities were to be onlookers, once they entered the actual link of production and sales circulation in the liquor market, many businesses would find it difficult to grasp market strategies and be confused. Marketing of traditional Chinese liquor products often has little effect. Because red wine is now tending to popular consumption, the culture of red wine consumption still does not form a mainstream consumer culture. Therefore, the traditional investment model is difficult to reflect the value of the product. It can be said that the effect of the 10,000 people visiting the fair is not as good as a Only dozens of people participating in the tasting will work well.

VII. The complexity of the management of the extensive red wine market determines the need for more rigorous marketing management. Imported wine marketing is intensive and manpower-intensive. In terms of management, it must be more scientifically effective, such as marketing teams. Management, management of dealers, various types of terminals and customer maintenance. That is, we must strictly implement the subjective initiative of people. Therefore, it must be solid and not ambiguous. This must be learned from Chinese companies, especially liquor companies, such as Yanghe Blue Classic.

VIII. Don't pay attention to the introduction and training of talents The localization of imported wine marketing requires the use of localized talents. Since red wine belongs to an immature industry, there are relatively few talents, especially those who are operating. This requires companies to do a good job of recruiting and managing talents. It is necessary to have reasonable treatment and formulate corresponding reward mechanisms to cultivate a stable and competent team.

According to the situation learned by Blue Brother Zhiyang International Marketing Consultancy, due to the fact that imported wine merchants are unfamiliar with the national conditions and markets, they often pay high fees to invite some people with ordinary skills, either to exaggerate the talks, or only experience without theoretical height, and sit in an important position. Leading positions make companies take a lot of detours. Therefore, importers must be very cautious when selecting talents.

Nine, the red wine marketing personnel with many poor market operation ability, like to rely on experience and physical work, no further study, improve their own aspirations, this product market shrinks to another product, in short, bouncing, mentality impetuous, It's a pleasure. Imagine that in the era of excess product today, if there is a lack of new ideological strategies and infatuation with the old one, how can we turn it around?

X. The key to superstitious operation of the imported creative red wine market is to implement it in a concrete manner. Actual combat must be more effective. Just like the “creating customer value by actual combat” advocated by Bluego International Marketing Co., Ltd., it really provides practical support for companies. Strong market solutions. Some manufacturers are often superstitious to creative masters. If they go through the baptism of tears and tears in the market, then it is okay to say that, unfortunately, there are several planners that have really emerged from actual combat in China. Actual combat is the absolute principle. Actual effectiveness comes from planning, but it is done from actual combat.

In fact, as a kind of exotic wine, Chinese people do not have the kind of business belief based on the perspective of cultural heritage. So why not make breakthroughs and abandon the so-called wine culture? Essentially, red wine is a commodity and it is a fast-moving consumer product. The so-called red wine culture is only the attachment of this commodity. Therefore, on a large scale, red wine should start with the needs of true target consumers, and be good at telling stories hidden behind the needs, so as to induce consumption, just as Mr. Yu Fei, a well-known brand marketing expert, has repeatedly stressed, Cultures become cumbersome for commodities, and this culture should be abandoned.

From the beginning of the industry, concept marketing, as a time-tested marketing tool in China's wine industry, can be said to “build extraordinary achievements” in the market, which has played a big role in promoting the development of the industry. The concept of wine that appears in the market is even more dazzling, such as aging, cellar, cellar, vintage, estate wine, wine, oak red wine, wine production areas, small production areas and so on. Wine companies can create concepts and promote concepts, which are understandable, and to a lesser extent, they also contribute to the cultivation of wine culture. However, when our concept marketing has been “exposed” by the media and the “scandal” once again puts the collective brand of Chinese wine industry forward, it is time for us to calm down and reflect. Concept marketing is a kind of marketing tactics used by enterprises. If a company “does not consider it for the consumer and does not set a moral bottom line” in the process of application, it is suspected of being abused.

Red wine companies want to get rid of the embarrassing situation, not to play out what new concepts, but if you are based on the enterprise itself, do a good job of product quality, and strengthen the corporate brand. Whether we should seek a good balance between "concept marketing" and "product quality". On the basis of guaranteeing the basic quality of the product, do a good job of "concept" again. In addition, the gap between concept and wine price should not be too big, that is, to avoid the "price bubble" brought by the market concept (creating a new concept, corresponding to the high price of wine in the terminal). Of course, this is a contradiction. However, if the so-called "price bubble" occurs, it will also provide irresponsible market followers with "free riders" with the concept of abuse to obtain excess "unjust" returns. The ultimate cause of damage is leadership. The brand is even the credibility of the industry.

In fact, finding a fulcrum to arouse people's interest in red wine consumption has never stopped, but the wine is still high in the market to stay in the high-end awareness, and stay in the harsh wine consumption mode of a small elite, red wine lovers. Even if many imported wine brands reduce the price to below one hundred yuan per bottle, many people are still far away from red wine. In the end, it is a matter of sticking to the original red wine culture or getting rid of its shackles. In fact, it is not only the drinking method of red wine, but also the origin and year of wine culture. When the imported wine brands build brands in China, they all emphasize their own wineries and emphasize their own brewing techniques. However, the names of the origins and wineries that make up the mouth are difficult to remember. Moreover, many times, different wineries and different red wines have only slight differences. If it is not a wine expert, it is difficult to appreciate the nuances of different red wines, and it is a pleasure.

What is a brand?

If the brand can't be recognized by consumers, isn't it self-entertaining? It is not difficult to see that many red wine practitioners are blindly following the trend and are in a collective unconscious state. If the vast majority of consumers find it difficult to appreciate the nuances of different red wines, why should they invest a lot of resources to force consumers to develop taste buds that are sensitive to red wine? The so-called marketing is not to adapt products to consumers? However, specific to red wine, consumers are adapting products. Even if consumers need education, the education has not been effective for so many years, indicating that this is not possible.

If one day, consumers, companies, and industries can achieve healthy progress together in the magnificent concept marketing, we can show that we have applied wisdom in the pursuit of rational success while we are skillfully applying marketing techniques.

In addition to brands, most wines today are not good at compiling stories, storytelling, and selling stories based on emotional experiences and functional requirements. Channels are also a mess in current wine operations.

In fact, there are still no truly viable wine terminal operators in China. Imported wine does not have the right to speak for domestic fast-moving consumer goods. In many cases, red wine follows the liquor. Whether it is a catering channel or a supermarket chain, red wine is basically the path of continuing liquor. Even in the evening where many brands of wine are relished, because of their chaos, they cannot rely on it. In addition, there are the niche consumption of Western restaurants, the instability of group purchases, the restrictions on the B2C model, and issues that consumers do not recognize. In fact, if it is grafted onto the Internet, it is a very good idea for red wine to do e-commerce, but the red wine bottle is fragile. This makes the logistics of red wine a blemish and a bottleneck for e-commerce in red wine.

There are many places where wine promotion needs improvement. For example, China still lacks national standards and industry standards for wine ratings. Many times, the level of red wine is self-proclaimed by the company; red wine importers basically use the original investment agency method in terms of channel construction, and some red wines. Importers are even ignorant of advanced business models such as franchising. In addition, the wine industry has not yet established a professional certification system for practitioners, and international professional certification has been in China for only two years, and professionals are extremely scarce. These are important factors that limit the development of the wine market.

The wine industry has been changing, just as the development of the wine industry has gradually separated the New World and the Old World. The old world's emphasis on natural, hand-made, wooden barrels, brewing and storage, and harsh quality conditions were finally improved by the new world's industrialization, stainless steel tower fermentation and brewing methods, which means that the wine industry is responding to changes in the market. New World brewers are experimenting with adjusting wines to suit consumers' tastes. They have started to make wines according to the needs of consumers, instead of being conservative and reserved like the old world, arrogantly deciding what kind of wine to produce, and The name of culture reveals a arrogance from the bones.

Mr. Yu Fei, CEO of a famous brand marketing expert and a marketing and consulting firm of Blue Ge Zhiyang International, pointed out that the cultural brand of red wine can not be lost, but not all wine brands can play cultural brands. At present, there are no separate brands in the domestic wine market at different levels. All of them are playing culture cards, pay attention to the origin, and pay attention to the endorsement of the winery culture. In fact, the real need to play cultural brand is those high-end red wine brands, such as top wines Rafi and Latour. They are consumers who are not sensitive to price, have mastered the wine tasting method, have a special preference for wine lovers. . More wine brands should jump out of the traditional red wine culture and return to the essence of fast-moving consumer goods.

If wine returns to the product orientation of fast-moving consumer goods, talk about culture, talk about the value of use, and talk about the unique weight-loss and beauty health benefits of red wine, what will happen?

Why does the domestic wine industry not start from the point of view of health, health, and beauty that can cause consumers' attention when it comes to market cultivation and consumer education, instead of starting with a tedious and boring wine culture? In 1991, a U.S. radio station focused on the magical effects of red wine. Red wine contained antioxidants that inhibited cell aging, improved cardiovascular and cerebrovascular status, and prevented cancer. Red wine immediately became a "healthy food," and sales in the United States increased. 44%.

Well-known brand marketing expert Mr. Yu Fei believes that if the domestic wine industry finds the right path, it truly identifies the consumer's demand orientation, and is good at making stories, telling stories, and selling stories, rather than the so-called deliberately emphasizing cultural appeals. Cultural orientation, then the explosive growth is not difficult.