Does the wine industry make money now?

20 19 China wine industry market status and development prospect analysis; Comprehensive analysis of post-90s consumption characteristics; 20 18 global wine production analysis; China is the fifth largest wine consumer in the world.

A few days ago, the International Grape and Wine Organization held a press conference at its headquarters in Paris, released a report on the global wine industry situation, and released the statistical data of global grape planting, wine production, consumption and trade in 20 18. In 20 18, the global wine production was about 29.23 billion liters, which was the highest record in the past 15 years. The top three countries in wine production are: Italian 5.48 billion liters, French 4.965438 billion liters, Spanish 4.44 billion liters, and China ranked 10th with 930 million liters. In 20 18, the global wine consumption was stable at 24.6 billion liters, and the top three countries in wine consumption were: 3.30 billion liters in the United States, 2.68 billion liters in France and 2.24 billion liters in Italy. China ranked fifth with 1.80 billion liters.

Analysis of the present market situation of China wine industry-the product structure is low, the brand is seriously aging, and the overall business situation is still deteriorating.

According to this report, China is the fifth largest wine consumer and the tenth largest wine producer in the world. But in 20 18, the national output of 930 million liters actually decreased by 37% compared with the previous year. At the same time, compared with the liquor market, domestic liquor is still a niche. Domestic wine is still at the low end of product structure, and its brand is seriously aging. Affected by the impact of imported wine, consumption upgrading and changes in channel structure, the overall operation of the enterprise is still deteriorating.

From 2065438 to February 2009, the national wine production exceeded 65438+100000 kg. According to the statistical data of Forecast and Analysis Report on Production and Marketing Demand and Investment of China Wine Industry released by Prospective Industry Research Institute, the national wine production decreased slightly in the third quarter of 20 18, and increased in the fourth quarter of 20 18. 20 18- 12, the national wine output was 96,000 kiloliters, down 7.7% year-on-year. 20 18, 1- 12, the national wine production was 629,000 kiloliters, down 7.4% year-on-year. In 20 19, the national wine output was 1 14 kiloliter, with a year-on-year increase of1/0.8%.

20 18-20 19 February national wine production statistics and growth.

Data source: compiled by Prospective Industry Research Institute.

In this regard, Shi Yong, a wine industry insider and founder of the Little Red Pigeon brand, pointed out in an interview with a reporter from Securities Daily: "The main reason is that liquor is a daily consumption in China, whether it is high-end Maotai, Volkswagen Erguotou or even Jiangdu, which is a new fashion, has its fixed consumer groups. In China, wine can only take the fashion consumption route and cannot form continuous sales. "

In fact, domestic wine giants have been trying to regain their glory. Changyu launched the brand strategy of "global layout for a hundred years, Changyu's second venture"; The brand-new positioning of Great Wall wine is "China Great Wall, red national wine", and it has been working hard on the brand, relying on its five core items of Sanggan, Wuxing, Tiancai, Huaxia and Coast, and taking the development road of combining "famous village" with "big brand"; The dynasty called 20 18 its own year of mechanism reform, streamlining the marketing team and cutting off hundreds of products. But these are not enough. Because these still do not clearly analyze the market customer groups, nor do they make targeted marketing strategies.

The post-90s generation will be the main body of wine consumption.

According to the survey data, more than 50% of people aged 25 -35 will take wine as the first choice for dinner; Among people aged 30 -35, the proportion is close to 70%. This shows that the post-90 s will be the main body of wine consumption, but how to affect the "mind" of the post-90 s?

Now almost all businesses are betting on the future market growth of the post-90s generation. "If you want to occupy the post-90 s market, you must at least understand the post-90 s understanding of wine," Shi Yong said. The post-80 s answer is "mortgage, car loan and emotion", and the post-90 s answer is "constellation, games and idolization"; For the choice of drinking place, the answer after 70 is "have two drinks at home", the answer after 80 is "business restaurant", but the answer after 90 is "bar, bar"; For the question of what to drink, the answer after 70 is "Lafite or Lafite or Lafite?" The answer after 80s is "French Bordeaux wine is good".

The answer after 90 is "Greece, Georgia, Moldova ... we only drink special supplies!"

After 90, they gradually play a leading role in social consumption, and their living habits are also guiding the world. Shopping on the APP is now a shopping habit after 90. Mobile phone applications make it easier for them to buy wine than ever before. In 20 17, American wine retailer Wine.com launched its own mobile phone application. By February of 20 19, the sales of mobile phones had accounted for 30% of its total revenue (about 870 million yuan).

How to revive local wine enterprises? -Need to comprehensively analyze the consumption characteristics of the post-90s generation.

Shi Yong said that wine consumption is a huge market and there is still room for growth. If local liquor enterprises want to revive, they need to comprehensively analyze the consumption characteristics of the post-90s generation, subdivide the market and adopt effective new media marketing methods, so as to compete with liquor and beer.