Red wine is one of the most popular alcoholic beverages in the world today, but since 2012, red wine has gradually lost its original market position, and the production and consumption of red wine in all countries around the world have gradually declined. Among them, the "recession" of China's red wine market is particularly obvious.
According to the data, after China's liquor production reached a high of 1.382 million kiloliters in 2012, the decline in domestic wine production from 2013 to 2016 was relatively small, still stable at more than 1 million kiloliters, while in 2017 it was almost halved, with an output of only 679,100 kiloliters. In 2021, the output of domestic wine will be 268,000 kiloliters, and in 2022, China's wine output will be 214,000 kiloliters, a decrease of 22.12% from the previous year, less than one-sixth of the high. At the same time, since 2018, China's wine consumption has also been declining year after year, with China's wine consumption ranking fifth in the world, and falling to sixth place in 2020.
During this period, under the leadership of the liquor head liquor industry, liquor further squeezed the red wine survival market. Coupled with the lack of awareness of domestic consumers about wine categories, the red wine industry has begun to enter a deep adjustment, so China's domestic wine distributors have begun their own transformation path. "Red to white" and "red to sauce" and even "red to white" have become the norm for red wine dealers.
Wine distributors are in dire need of transformation
How to successfully transform has become a worry for wine distributors in recent years, abandoning the original market, stepping out of the comfort zone, adjusting business strategies, and challenging new tracks requires great courage. How to find new supply channels, select new high-quality brand suppliers, and find new partners are all challenges for dealers.
Baijiu has a long history in China, has a broad consumer base, and has a vast market, but this also means that there is a certain threshold for entering the industry. The three major flavor types of sauce flavor, strong fragrance and light fragrance type each lead the way, and the number of wine companies with a revenue of 10 billion yuan has reached 14. If you are ignorant, it is easy to fall into the "quagmire".
01
Entering a new category and not knowing enough about the new market
Liquor merchants entering the liquor market need to have more consideration and understanding of the market in advance, and blind entry will only increase their own business risks, and they will flock to a blue ocean market even if it is a "tuyere", and there will be a certain risk of sinking. An excellent exhibition platform can allow new entrants to have a comprehensive and detailed understanding of this new category and have enough understanding of the new market, so that dealers can conduct in-depth investigation and study of the liquor market and industry trends, and grasp the general trend of the industry.
The China Wine & Spirits Exhibition brings together the top resources of the industry to create a communication platform that brings together industry leaders, experts and practitioners. At the same time, the exhibition will also hold a series of top forum activities, focusing on various subdivisions of liquor and major popular flavor types, inviting industry leaders and celebrities to have on-site dialogues between practitioners and experts, focusing on industry trends, market trends, technological innovation and other aspects, providing participants with opportunities for in-depth discussion, exchange and learning.
02
Choose the track, but also choose the market
Once the transformation is decided, it is necessary to identify the market, and if you want to cultivate a new group of loyal consumers in a new region, it will be difficult to do so initially. Guangdong, as the leader of the South China market, has always been one of the important strategic core markets of Chinese liquor, with an overall capacity of more than 60 billion yuan, of which the liquor market has a capacity of about 30 billion yuan. More and more high-end liquor brands are focusing on the South China market, and South China has become the base of China's high-end liquor, which can be described as "vast and promising".
With 20 years of deep cultivation in the field of South China liquor industry, China Famous Liquor Exhibition has become a grand festival of the liquor industry that links vast channel resources and witnesses the trend of development potential.
03
Lack of quality partners
Open up a new track, the original brand resources and its own product pattern will change. How to select new suppliers and brands is the top priority, large leading brands pursue the stability and efficiency of the supply chain, and dealers hope that the brands they operate have a certain influence and attractiveness. Both the upstream and downstream of the industrial chain are eager to achieve a win-win situation.
The China Famous Liquor Exhibition plans to invite China's 17 famous liquors, second- and third-tier famous liquors to gather together, and set up special halls in major liquor producing areas to show their unique charm and brand strength. In addition, the organizer also cooperated with Yibin, Zunyi and other iconic liquor producing areas to organize dealers from all over the world to go to the production areas for business inspections, visit well-known local liquor companies, and help dealers to deeply link and understand the liquor production area, truly understand the industry, and finally promote cooperation between the two sides to achieve value co-creation.
With the continuous upgrading of the consumer market, consumers' demand for alcohol is becoming diversified and scenario-based, which also prompts brands and distributors to continuously upgrade their product layout and business strategies. Only by expanding the channel operation of multiple types of wine and multi-flavor to meet more diversified and subdivided consumer groups can we form a closer integration with the channel and market.
Under the general trend, there are bound to be a number of new dealers and brands to seize the opportunity of dividends and stand out. Subdivision of the track and diversified layout may be more able to achieve sales increment.