The 2022 Wine Summit Forum explores the reshaping of the global wine chain under the changing situation

Reporter Du Tao

As one of the theme activities of the 11th China (Guizhou) International Wine Expo held recently, the "2022 Wine Industry Development Summit Forum" hosted by the Guizhou Provincial Council for the Promotion of International Trade (Expo Bureau) attracted representatives of well-known wine enterprises such as Xijiu, Guotai and other well-known wine enterprises, representatives of wine-related industries, and representatives of planning institutions to discuss the development of
the global wine industry chain.

Since the beginning of this year, the global economic downturn and the trend of anti-globalization have spread, the global wine trade is not smooth, the cost has increased, from the domestic point of view, China's wine industry has entered a new cycle, the growth of wine enterprises is under pressure, and the uncertainty of industry development is constantly increasing
.

Xu Xiaohu, vice president of the China Chamber of Commerce for Import and Export of Foodstuffs and Native Animals, pointed out in his speech that due to the overall economic development trend, the lack of consumption scenarios under the epidemic and the industry's own cycle, China's alcohol industry as a whole is under pressure
。 Data show that in the first three quarters of this year: in terms of domestic liquor, the cumulative output of liquor nationwide was 4.
88 billion liters, down 2.
5% year-on-year, wine production was 150 million liters, down 21.
9%, and beer production was 29.
5 billion liters, an increase of 1.
4%; In terms of imported alcohol, China's alcohol products imported a total of 3.
16 billion US dollars, down 20.
2% year-on-year, of which spirits were 1.
48 billion US dollars, down 9.
7%, wine was 1.
1 billion US dollars, down 13.
4%, and beer was 480 million US dollars, down 10%.

Xu Xiaohu said that although the difficulties are current, in the long run, China's economy has strong resilience and should have the confidence to the wine industry
.
He said: "China is the world's largest alcohol consumption market, and promoting the healthy and stable development of the alcohol industry is undoubtedly of positive significance
for releasing the consumption potential of residents and better meeting the needs of people's better life.
" ”

Xu Shiguang, vice president (deputy director) of the Guizhou Council for the Promotion of International Trade (Expo Bureau), said that in the current global epidemic, the gathering of global merchants at the Guizhou Wine Expo is the most favorable support for China's economic development and the strongest expectation
for the development of China's wine industry.
During the "14th Five-Year Plan" period, China's liquor industry, especially the sauce and liquor industry in Guizhou, embarked on a new journey of high-quality development and achieved leapfrog development
.
In the future, China Liquor Industry and Guizhou Liquor Expo will embrace the global market with a more open attitude, and welcome international liquor enterprises to jointly promote the high-quality development
of China's liquor industry and Guizhou liquor industry.

Although China's imported wine market is undergoing a period of deep adjustment, the trend of diversification and quality of imported wine in the Chinese market has continued to strengthen
in recent years.
Geskaida, Consul General of the Consulate General of Hungary in Chongqing, said that China's wine market is an eternally dynamic emerging market, and I believe that international wine enterprises represented by Hungarian wine enterprises will find good development opportunities
in the Chinese market.

Reshape industry confidence and build a diversified industry ecosystem

Since 2018, China's imported wine has entered a downward cycle, the wine industry has differentiated, and imported spirits represented by brandy and whisky have grown against the trend, replacing wine to become China's largest imported wine category, accounting for more than 40%, while the amount of imported wine has experienced a decline
for up to 4 years.
Since the second half of 2021, the originally hottest sauce liquor has entered the stage of rational cooling, showing high inventory and weak consumption at the channel level
.
Coupled with multiple unfavorable factors from the outside world, the uncertainty of China's wine industry has increased, and some practitioners lack confidence
in the development of the industry.

Zhang Chunxin, general manager of Guizhou Guotai Liquor Group Co.
, Ltd.
, believes that in order for wine enterprises to create certainty and high-quality development amid uncertainty, wine industry personnel should grasp the essential attributes of the industry and stick to their strength
from a long-term perspective.
Sauce wine from industry heat, manufacturer heat, distributor heat gradually to consumer heat conduction, from category potential driven development to brand competition transformation, so sauce wine from the vigorous investment development, to the consumer-centered intensive brand competition of normal development, is logical inevitability
.
He suggested that sauce and wine enterprises deeply grasp the main logic of high-quality development, adhere to problem-oriented and solid foundation, adhere to the second development curve of self-revolution and innovation, and fix certainty
in uncertainty.

Mou Lei, former general manager of Xiamen Xiangyu Group, said at the forum that in the new environment, traditional wine merchants have many challenges
.
His judgment is that the industry pullback is both the most difficult moment and the best time
.
Wine merchants should continue to build the four core competitiveness of wine merchants, namely channel power, group buying power, operation power and innovation ability
.

Fu Zhong, general manager of Renhuai Sauce Fragrant Wine Brand Management Co.
, Ltd.
, believes that in the new cycle, small and medium-sized wine merchants still have the opportunity to promote large merchants and supermarkets, the key is that "choice is greater than effort", and grasping the right and grasping the key points is the opportunity
.

After more than three years of feverish development, the sauce wine category began to usher in a rational correction period in the second half of last year, and the industry is also undergoing a cruel reshuffle period
.
General Manager of Guizhou Baoyu said at the forum that at present, soy wine still has three certain factors, such as consumption base growth, brand concentration, and highlighting the value of core production areas, and is firmly optimistic about the future development prospects
of soy wine.

Digital marketing and capital empower the high-quality development of China's wine industry

The two areas that China's wine industry will focus on in 2022 are the digitalization of manufacturing and marketing, and capital mergers and acquisitions
.
The digital marketing of wine companies represented by i Moutai has become a hot event of socialization, and the buying and buying of liquor by large capitals such as China Resources and Fuxing has broken people's imagination
.

Under the dual promotion of digitalization + capital, the pattern of China's wine industry is undergoing far-reaching changes
.
The penetration trend of digitalization into the traditional wine industry is also irreversible
.
Today, wine companies that embraced digitalization earlier are already enjoying the dividends
of digital development.
In the era of sauce and wine mania, second-tier brands such as Guotai and Jinsha have achieved leapfrog development, and enterprises such as Channel Duanbaoyu Group have obtained hundreds of millions of yuan of strategic investment, and there are capital figures behind them
.

Responsible editor: Zhang Jiazhen Review: Peng Zonglu