Looking at the "Three-Dimensional" Innovation of Wine Industry from the Wine Reception

When people think of it again in the autumn of 2014 in Chongqing, the national sugar and wine reception will be more aware of its profound influence on the development of the wine industry.

From October 12th to 15th, 2014, the 91st National Sugar and Wine Fair was held in Chongqing. The total planning area of ​​the current rum and wine festival was 175,000 square meters, and the net area of ​​the exhibition was nearly 70,000 square meters. Both refreshed the national sugar and wine. The history of the meeting. Moreover, it puts forward a clear theme of “cross-border, integration, and innovation” and brings development inspiration to the wine industry that is in the adjustment period, and may even change the development mode and competition structure of the wine industry.

Cross-border: The Changing Direction of Wine Business Model

According to Wang Lingyi, general manager of China Sugar & Alcohol Group, in recent years, with the development of the times and the diversification of information channels, the national sugar and wine festival as a “wind vane” and “barometer” of the wine industry has been docked from a single production and sales. The platform gradually evolved into a comprehensive exhibition platform with multi-functions such as docking between production and sales parties, marketing system construction, information release and exchange, brand promotion and promotion, investment, trade and cooperation, which enables exhibitors and professional visitors with various expectations. You can get what you need and get what you need. Through the in-depth investigation and demonstration of the previous period, this rum and liquor association has launched two new functional platforms, namely food advertising cultural festival and food science and technology exchange platform. Both of these platforms embody the innovative concept of “cross-border” development.

The Food Advertising Culture Festival has established a more convenient and efficient platform for cooperation between traditional entrancing companies and various media. The contents include media promotion, media procurement, and public service advertisement collection. Looking further, the wine industry and the media are still trying to further cross-border cooperation and establish new sales models. At the guild theme forum, CCTV Online Shopping Mall has become the focus of attention from all walks of life. Changhong Zhang, president of CCTV Online Mall, said that CCTV Online Mall has helped the traditional industry to create a brand image and enhance brand value through the influence of authoritative media. Through the e-commerce channel to provide consumers with high-quality brand, goods and consumer experience, the meaning of “good goods” will be expanded from quality, brand to content packaging, channel management, and market services, etc. , To meet the diversified consumer needs of users and complete the closed-loop mode of shopping guides, dissemination, transactions, and services, "he made such a positioning description for CCTV.com.cn.

In the rum scene, there is no lack of outstanding representatives of the "cross-border" model. The "East Tea West Wine" artistic life experience area has completely changed people's understanding of the design and function of the Tangerine Exhibition Hall. In the 2,000-square-meter exhibition hall, it brought together plates such as wine tasting display area, wine movie screening room, tea ceremony cultural experience area, famous foreign oil appreciation area, wine culture and tea culture book reading area, and mahogany furniture display area. A large number of merchants visited the negotiations and the effect of the exhibition was very prominent.

“This model of cross-border integration brings consumers a richer cultural experience and is a new way of life and spiritual taste.” Yang Xie, general manager of Shenzhen Baigao Culture Communication Co., Ltd. said, “Eastern Tea West Wine” First of all, it includes a horizontal comparison platform for wine varieties for the general public, selecting the most representative wine varieties, while the tea category includes China's representative tea varieties and blending tea performances. Behind the cross-border of products is the upgrading of cultural combinations and experiences. Of course, it also includes the optimization and integration of channels and customer resources. In fact, the “Eastern Tea West Wine” is not limited to the exhibition mode during the Chongqing Sugar Tea Party, but will also be introduced into the market, creating a brand new wine promotion and sales model.

In the three themes of this liqueur, cross-border focuses more on changes in the alcohol business model, and it can also be said that it is the basic aspect of wine reform. With the deepening of the adjustment of the wine industry, the majority of wine enterprises are facing innovation challenges in their business models and models. In particular, due to changes in the external social environment, the traditional vitality of liquor consumption has dropped significantly. Wine companies must open up new areas of consumption, create new marketing models, and start new growth drivers.

Through observation of the Chongqing Sugar and Wine Association, we see that the cross-border of the wine industry is a big category, including the cross-border extension of the wine industry, cross-border integration of marketing channels, and cross-border promotion of the distribution platform. There were wine producers in the channel area before, and some dealer companies went upstream in the industry chain. There were also various forms of cross-border combinations between wine makers and postal, railway, automobile, wedding, cultural industries, commercial real estate, etc. . Some of these have achieved remarkable results, while others have paid a lot of tuition, but the cross-border pace of the wine industry cannot be stopped, or it is necessary to move faster and more stable so that different resources and platforms can be optimized. The combined effect will better serve the market, serve the consumers, and accumulate more powerful force for the sustainable development of the wine industry.

Convergence: Breaking the Thinking Limits of Wine Industry

With the intensification of market competition, the boundaries between various industries are becoming more and more blurred. Just as Wang Yunyi said, the wine industry must stand on an open platform to think about its own development and cultural tomorrow. Only by breaking the limits of thinking can we be more rational and effective. Integrate resources from all walks of life to create a broader development pattern for the wine industry.

Breaking the limits of thinking means the fusion of different concepts and cultures. Li Guangdou, brand consultant of CCTV; famous brand strategist Li Guangdou talked about the integration of thinking between clothing and health in the sugar and alcohol theme forum. Through the combination with the mobile phone, the modern technology belt can send health after the user maintains a sitting position for a certain period of time. remind. And Hao Hongfeng, president of Jiu Xian Wang, said that with the continuous improvement of the influence of the Jiuxian.com market, its brand display and dissemination functions are stronger than those of the basic functions of sales. This has led to the occurrence of e-commerce thinking and media thinking of Jiuxian.com. With the integration, the development position of Jiuxian.cn as a wine industry portal e-commerce has been further extended.

At the same time as the domestic wine industry's thinking blends, imported wines are also continuously integrated with the Chinese market and Chinese culture, hoping to use this to increase closer ties with the Chinese market and Chinese consumers. During the Chongqing Sugar and Wine Association, the Bordeaux Wine Industry Association (CIVB) unveiled for the first time the “best at any time in Bordeaux” in 2014 – a list of the 100 best wines for Chinese tastes. It generally has the classic flavor of Bordeaux wine, and its price positioning is mainly Concentrate on the price range of 100 to 400 yuan, more suitable for public life drinking.

“The Bordeaux wine was once regarded as an enigmatic image by Chinese consumers. However, with the change of the Chinese liquor market, it is returning to its nature. It is more integrated into people’s daily gatherings and is close to consumption. Thomas Thomas, representative of the Bordeaux Wine Industry Association in Asia Pacific. According to Thomas Julilen, its integration with China is based on the integration of local culture and tastes.

Based on this judgment, the "freedom at any time in Bordeaux" activity has paid special attention to the consideration of the rich tastes of the Chinese people this year. Through a series of tasting studies, the Bordeaux Wine Industry Association has launched a collocation guidance program for Bordeaux wines and eight major Chinese cuisines, such as the combination of Bordeaux and Grand Bordeaux family wines with Shandong cuisine and Hunan cuisine, and Saint Emilion, The combination of the wines of the Baume and Fronxac families, the combination of wine and vegetables, and the combination of the "Court of the Bordeaux Hillside" with Cantonese cuisine are even specific to the taste of the dishes represented by certain cuisines. It was also revealed that the “freedom at any time in Bordeaux” may cooperate with the culinary masters of Chinese cuisines to make Bordeaux wine more effectively integrated into the Chinese food culture. This idea of ​​integration has even preceded the domestic wine industry, and it should particularly arouse our deep thinking.

Compared with the cross-border marketing model, the integration further rises to the height of the wine industry's thinking mode, and is the superstructure of the wine industry. With the advent of the Internet and the globalization era, people’s lifestyles and life concepts have undergone major changes. As people's daily material and spiritual consumer goods, wine will inevitably undergo profound changes. Wine is closer to people's daily life. Traditional wine culture and fashion elements have more integration and resonance. In the Internet age, the traditional competitive pattern of the wine industry will surely be broken. Only by integrating more rich fashion elements and the spirit of the times, and integrating refreshing thoughts and cultural values, can the wine industry maintain its vitality.

Convergence thinking has opened up branches in the wine industry. For example, the Internet thinking represented by emerging e-commerce companies such as Jiuxianwang and Zhongwei.com, for example, the service industry thinking represented by various innovative and customized products, as well as the social thinking that focuses on consumer experience and actively creates “consumer brands”. Benefit from the integration of thinking, the industrial ecology can be continuously optimized, how far our thinking can go, and to a large extent determines how far the wine industry can go in the future.

Innovation: Answering the Future with Action

“Each year is a grand gathering for wine manufacturers to harvest wealth. This year, we came to the Chongqing Sugar and Wine Association. We also gained the confidence and hope for innovation and development.” Liu Shi, secretary-general of the China Wine Circulation Association, said in the past two years Liquor markets are under greater pressure. In response to this situation, liquor manufacturers have taken measures to actively respond to them, from innovative products to innovative marketing models, from innovative channels to innovative advertising. “These innovative experiments have indeed received certain results, but we should also see that the real innovation of the wine industry can inevitably be the common progress in all aspects of the industry chain, market-oriented, quality-centered, and culture-oriented. The main purpose is to use the social development trend as the fundamental basis for wine innovation."

The Chongqing Sugar and Wine Association is the stage to showcase innovative actions and achievements in the wine industry. The “Model of Innovation” of China's wine industry and the 2nd China Gold Award Ceremony for Suppliers of Chinese Gold Wine held during the rum and wine ceremony were presented to Shenzhen Xinchao Electric Appliance Co., Ltd., Guizhou Zhongyu Wine Group, and Ganzhou Yuxiu Liquor Factory. Yujia's outstanding liquor manufacturers have been awarded the title of "innovation model" and have been awarded the "China Wine Innovation Model Outstanding Meritorious Award" by Shandong Lipeng Co., Ltd. and Shandong Taian Pulit Machinery Manufacturing Co., Ltd. In this regard, Liu said that supplier companies play a very important role in the development of the wine industry. Product packaging should be more adapted to the aesthetic orientation of modern consumers, production equipment and raw materials should be more prominent in the characteristics of safety quality, health quality, cultural creativity should be more in line with the spirit of the times and fashion taste, and only by sticking to the path of innovation and development can we win the market " gold medal". The significance of this activity lies in establishing innovative benchmarks, inspiring innovation, and strengthening the strength of the wine industry.

The "Mengcai Cat" from the Guizhou Brewery Group has become the star character of the current rum, and Zhou Jieming, chairman of the company, said that product innovation is only a link in the company's innovation and development, and in cooperation with the dealer model, The center wine industry also achieved remarkable innovation results. Through its unique “NTN” model, it greatly reduced the dealer’s market operation risk, but increased the efficiency of the manufacturers’ cooperation in building the market, making “Manhunt Cat” and other products rapidly Become a strong sauce brand in the mass consumer market.

Innovation is a behavioral practice for the reform of the wine industry. The future development of the wine industry must be achieved through actions. For example, the innovative changes to the traditional flavor of the wine make it more consistent with the modern people's drinking habits, and the innovative and improved traditional drinking methods make it more in line with people’s healthy and civilized living habits, and innovative reforms of traditional sales methods and propaganda methods. Make it more service quality and service efficiency. The Chongqing Sugar and Wine Association is conveying such a message: We should pay more attention to and support the innovative behavior of the liquor industry. The greatest degree of inclusivity and encouragement for innovators and putting innovation into practice are the positive energy most needed by the liquor industry.

Cross-border models, integrated ideas, and innovative actions can be seen as the three dimensions of the future development of the wine industry. Based on this, the wine industry will set off from Chongqing to demonstrate its new self and development.