Which brand of domestic red wine is good?

Changyu

"Legendary quality, a century of prosperity"-the most clear wine brand in place, but the brand is suspected of being old, so it should be updated from the perspective of legend, such as "updating the legendary concept from the perspective of achievement quality and romantic quality".

The role of Castel Winery was only to make a wedding dress for Castel, so as to establish its popularity in China, but it didn't give Changyu much expected return. In the face of the malicious low-price attack of competing products, the 29 million yuan Cabernet Sauvignon also lost its original intention of making Cabernet Sauvignon high-grade. Two appeals are two major failures of Zhang Yu's success in the past century.

2. The Great Wall

"Authentic good wine, natural spirit"-selling advertisements, not clearly conveying differentiated demands, and lacking sufficient print media communication, it is difficult for consumers to know what they are talking about. After the integration, Great Wall faces the double losses of dealer network and simplification of duplicate products, but it also gives second-tier manufacturers a good development opportunity. On the one hand, learning the Great Wall is authorized by his OEM, on the other hand, it is his excellent performance in terminal construction. Recently, a large number of imported wines from COFCO have been seized, which will be a great opportunity for competing products to attack the Great Wall. How to attack competing products and how to defend the Great Wall will also be a major attraction of the media. It can be seen that red wine public relations is still promising.

3. Dynasty

"The dynasty of wine, the wine of dynasty"-a potentially dangerous brand, with no clear brand positioning and product demands, empty advertising slogans, no innovation in marketing and poor new product development in the past 20 years, has been closely watched by second-tier brands, and is the most likely brand to quit the top three. Sales are too dependent on East China, which can be described as dangerous. From the perspective of visual symbol management, the dynasty was undoubtedly successful. The memory of Red Grape Manor has been widely recognized by consumers, but the ancient office buildings of the dynasty frequently appear in the CCTV weather forecast, but people can't find the feeling of "dynasty" at all.

4. Veyron Dry Red

"Wei Long dry red wine"-has always been the sales volume of the old four in the industry, but at the same time, we have to accept that consumers think it is the representative of low-end red wine. Vigorously develop low-end red wine, so that enterprises can quickly scale up and complete the original accumulation of enterprises, but consumers seem to have no other concept except remembering that Wei Long wine is cheap. Wei Long dry red wine won the title of national famous brand for four consecutive years, and was recognized as the only recommended brand in domestic wine industry by China Consumers Association, but it is hardly an effective reason to promote wine products. Therefore, Park Cunxi's celebrity advertising effect is also greatly reduced. Now in the face of the situation that the country has begun to cancel half-juice wine, it is time to be a brand and upgrade its grade.

5. Xintian

"The land of grapes, sunshine all year round"-after a hard exploration of a new day, I finally found my dominant position. I am also talking about the place of origin, but it is much better than the Great Wall. It is easy for consumers to recognize and understand the demand that "good wine comes from the land of grapes". In particular, the new fashion image of "Maggie Cheung Tony Leung Chiu Wai", which was created with huge investment, quickly updated the product image of Xintian in the past. It's just that Xintian's blindly expanded 15 mu capacity is huge capital and resources, but it's also the biggest burden of "mismatch between production and sales", otherwise it won't get on the inexplicable boat of "impression". What Xintianren lacks is not popularity, but sales channels and networks, but why did he find "impression", an empty shell without sales ability? Is it just Mr Qin's personal charm? Or how much "Xintian" original wine does Impression promise to underwrite a year? In addition, Xintian's 14 yuan dry red wine is seemingly successful. However, I'm afraid only I know how much sacrifice Xintian will make. In the process of accounting, it is difficult for me to understand where the national tax, long-distance freight, high entrance fees, personnel salaries, advertising fees, and especially the profits of dealers come from. Even for listed companies, the money earned from the stock market is probably limited after all.

6. Yunnan Red

"Yunnan people drink Yunnan Red", "Yunnan bid farewell to the era when it didn't have its own famous wine" —— Yunnan Red quickly gained a foothold in Yunnan with its unique culture and product formula, then poured down with the help of the topographic advantages of Yunnan-Guizhou Plateau, conquered Guizhou, entered Guangdong, Guangxi, Sichuan and Hunan, and sent troops north with the help of "Diaoyutai State Banquet Wine", which is the so-called Top Gun. In addition to the high initial product price and large market operation space, another reason why Yunnan Red can sell well in the whole country is the wide recognition of "Yunnan customs culture" in the whole country. After all, red wine is a romantic, legendary and fashionable scene experience consumer goods, and Yunnan style has the attraction recognized by all consumers. Throughout the country, there are only three or two places that can produce local concept red wine and push it to the whole country. However, we also see that Yunnan Red has a long way to go to become a national brand, with transparent price and thin profit, which is not conducive to the development of new products and the marketing of national tastes.

7. dry red impression

"Effective communication, dry impression"-dry impression, a brand that became famous in less than a year, is taking a "road of experiencing consumption" in brand positioning. 8500 brand, the impression of joining has its own brand, making red wine as popular as beer, Tetra Pak red wine and beer bottle red wine, and joining hands with Xintian to build China red wine carrier, the news is flying all over the sky, which can be regarded as a master of brand awareness. But look calmly, is there a sales-oriented enterprise that can revitalize the market by hype alone? Besides, people who know how to supervise the media can see how much this 85 million advertising fee is in place.

After watching it for more than a year. In addition to joining Xintian, which is overwhelmed by huge production capacity, its own products seem to be just "Yunnan Impression, * * *, Cabernet Sauvignon". Choosing excellent dealers to sell brand land use rights is a good way to reduce risks and benefit many parties. But in the face of profit-oriented dealers, this idea is too advanced to decide whether to act as an agent according to the amount invested by the manufacturers. Which dealer is willing to pay for a brand that has not yet determined the risk? In addition, how many places are suitable for producing dry red with local concepts? Can the impressions of Inner Mongolia, Hebei, Tianjin, Shanxi, Shaanxi, Shandong, Henan, Anhui and Jiangxi be related to the romantic, elegant, fashionable and cultural consumption experience of red wine? This point is much more utilitarian than Jin's "cheers to the city" in the field of mature liquor consumption, and his own trading and solid investment in market construction.

8. Tonghua dry red

Tonghua dry red wine, one of the oldest wine enterprises, was founded in 1937 in Japan. But apart from Wu Dawei's refreshing mountain wine, consumers have little impression. Because 70% of its categories are related to wild grapes and sweet wine, Tonghua will face great pressure to survive in the face of the decision of China Liquor Industry Association to cancel semi-juice wine. The image of mountain wine has greatly hurt Tonghua's brand. How to let consumers know that Tonghua is different from Tonghua will also be a big problem for enterprises. At the same time, it is equally important to give enterprises a clear positioning and tell consumers who I am and what characteristics I have.

According to the latest news, Altai has invested in Tonghua and set up a marketing company, which is fully responsible for the development, promotion and sales of new products in Tonghua area. The wine circle has the fiercest marketing experts, and we sincerely hope that tonghua wine will have a bright future.

9. The dragon emblem is dry red.

Dragon emblem is dry red-from "European customs, the dragon emblem is fully expressed" to "the way for successful people to enjoy", and today "the dragon emblem is the supreme choice", the dragon emblem dry red has always taken a high-end route. Established in 19 10, this enterprise once cooperated with Pernod Ricard Group, the third largest brewing company in the world 15. Although it has fallen out of the top ten domestic sales, it still has enviable special sales channels. That is, four or five-star hotels in China occupy the first place, and Asian wines occupy the first place among high-end Asian restaurants in Europe. Its export volume accounts for 12.5% of the total national wine export, while the export volume accounts for 23.6% of the total national wine export. 200 1 Shanghai APEC Meeting designated Dragon Emblem as the designated banquet wine. Such enterprises are not without differentiated propaganda points, but the total amount of communication is not enough to let more consumers know the advantages of enterprises. In addition, Longhui Company has become the general agent of Hardy series products of Constellation Hardy Company, the largest wine company in the world, in China. I believe that the Dragon Emblem products that put down the aristocratic shelf and increase the investment in brand promotion will have new development.

10.shangri-la

"Shangri-La of the world"-the secret book is not wine, but at present, her influence on wine manufacturers in various channels can not be ignored. Tibetan secrets can sell not wine, but the mysterious culture of Shangri-La, the invincible legend of Meili Snow Mountain, the pure Millennium melting water of ice and snow used by Tibetan secrets, and people's yearning for an ideal life. Before being acquired by Jinliufu, Shangri-La Tibetan rice lacked sales channels and networks. After it is connected with the network of 2,000 distributors and tens of thousands of powerful terminal stores in Jinliufu, I believe the situation will be greatly improved. Last year, the sales of Tibetan secrets were about 1 100 million yuan, which illustrates this point. We can learn from this in Xintian. Aren't there many excellent big businesses in Guangdong? But we also see that the biggest bottleneck in the development of Tibetan secrets is: "Fundamentally speaking, she is not a wine." Therefore, people who have long-term red wine consumption habits don't like her, but people who have no red wine consumption experience appreciate her. A snowy girl has a fresh and unique taste like highland barley. How to solve the mature wine consumers' recognition of Shangri-La's hidden secrets will be an important development topic.