High-quality production areas are unstoppable

A few days ago, the "618" e-commerce platform mid-year promotion, which lasted for nearly a month, came to an end

In this year's "618" event in Jingdong Supermarket, high-end and boutique wines are very popular, and the turnover of boutique wines has increased by 400% year-on-year; domestic wine sales have risen, and the turnover of Great Wall wines has increased by 235% year-on-year

The e-commerce team of wine companies is gradually growing

During the "618" period this year, the three major domestic wine companies, Changyu, Great Wall and Sino-Portuguese, all participated in the promotion activities of the two major e-commerce platforms Tmall and JD

On June 18, on the Tmall platform, 10 products from each of the three brand stores participated in the "618" promotion

On the Jingdong platform, 18 products of "Changyu Wine Jingdong Self-operated Flagship Store" participated in the "Limited-Time Spike" activity, with a 5% discount for over 399 yuan; 19 products of "Great Wall Wine Jingdong Self-operated Flagship Store" participated in the "Second Kill" campaign.

During the "618" event, Changyu launched store live broadcasts on Tmall and JD.

The "618" effort is just a microcosm of the active deployment of online channels by various wine companies.

As a leading company in the industry, Changyu will be busy deploying online channels in 2021

Tongpu is also relying on e-commerce business to improve its performance.

Industry insiders said that the deep cultivation of online channels and emerging communication methods by leading companies can drive the industry to lay out in succession, re-examine the channel model, further improve the channel and the gross profit margin of wine companies, and open up marketing channels

There are still many barriers to be broken

According to data from the National Bureau of Statistics, as of last year, the production of domestic wine has experienced a "nine consecutive decline", from 1.

　　Industry insiders said that for large-scale wine companies, online channels are only a supplement to sales, and more importantly, they rely on circle marketing, brand building, and the "push" of channels and the "pull" of brands

　　Indeed, despite the impact of the epidemic in the past two years, a series of changes have taken place in the Chinese wine market.

　　"During the '618' period, the rapid growth in sales of Ningxia wines and fine wines, to a certain extent, shows that consumers' recognition of the production area and the improvement of their wine tasting and screening capabilities

　　From 2015 to 2019, China's per capita wine consumption rose from 1.

　　Wang Ying, secretary-general of the Xinjiang Wine Association, believes that although the development of domestic wine faces great challenges, there are also opportunities for development.

　　"From the perspective of production area culture, it is a concept of great synergy, great collaboration, and great resource integration
.
" Zhu Danpeng, an analyst of China's food industry, said that because of the competitive relationship between production areas and production areas, how to combine various production areas? The production areas of each block of clay are formed into a brand-new unified large-scale market model, which not only requires the support of national policies and the cooperation of the industry, but also the introduction of capital
.

　　Industry insiders said that the domestic wine industry is different from the liquor industry where there are many large enterprises and big brands
.
Except for a few well-known brands such as Changyu and Great Wall, the vast majority of domestic wines are still small and medium-sized enterprises in the cultivation period
.
This also means that fluctuations in data during the market cultivation period are inevitable
.
With the development of small-scale boutique wineries and the increasing emphasis on the concept of wine production areas, the wine industry is embarking on a road of boutique and production area development that is completely different from white wine, yellow wine and other categories
.

　　(Comprehensive arrangement by Gu Yufei)

"China Food News" (version 04 on June 27, 2022)

　　(Editor-in-charge: Gu Yufei)