How to choose imported wine

Lead: Based on the rising consumption groups and economic development level of the world's most populous country, the wine market in China has also become a huge market. Investing in wine industry has also become a new investment fashion. Then, faced with many imported wine markets with different flavors and tastes around the world, how do domestic merchants choose? Imported wine (Sina Shangpin with pictures) investing in wine industry has also become a new investment fashion (Sina Shangpin with pictures). But the wine industry is divided into domestic wine and imported wine, and even domestic wine has many market segments. For domestic wine merchants, domestic wine is relatively familiar, but for imported wine, it is difficult to understand because of the information asymmetry in language and geographical space. With the rapid development of wine market including imported wine in recent two years, many domestic capital and traditional wine merchants began to pay attention to the imported wine market. Most of the first batch of domestic imported wine investors are engaged in import and export trade. Influenced by the national wine culture where the traders are located, the wines from the countries of origin are brought into the China market in the trade with these countries of origin. Then, faced with many imported wine markets with different flavors and tastes around the world, how do domestic merchants choose? I. Overview of Imported Wine Imported wine is a general term for foreign wines. According to the international practice of history, geography and other comprehensive factors, world wines are divided into new world and old world. The New World refers to the countries with relatively short history of wine development, such as the United States, Australia, Asia, Africa, etc. Among them, China's wine, represented by the United States and Australia, also belongs to the New World. The old world refers to European countries with a relatively long history, such as France and Italy. The development of imported wine market in China is only in recent years. Take Shenzhen Customs as an example. In 2008, Shenzhen Port imported 9910.5 million liters of wine, with a value of US$ 654.38+0.2 billion, increasing by 75% and10.7 times respectively compared with 2007. Among them, the United States alone imported 2.284 million liters of wine, a year-on-year increase of 24.5%. In addition, Shanghai ports are also growing rapidly. From 200/kloc-0 to 2003, the import value of bottled wine increased by 765,438+0.2% annually. In 2004-2007, it reached 96.6%, in which 2007 increased by 1.2 times compared with 2006; Although Shanghai Customs focused on cracking down on related smuggling and rectifying trade order in 2008, the import growth of bottled wine still reached 44.8%. In 2008, Shanghai Port imported about 25 billion liters of bottled wine, with an import value of about US$ 65.438+0.4 billion, accounting for 48% and 53% of China's total bottled wine imports respectively. Grape varieties of imported wine include all grape varieties in the world at present, except popular grape varieties such as Cabernet Sauvignon, Chardonnay, Merlot, Sauvignon Blanc and Riesling. It also includes some distinctive grape varieties such as small producing areas and specific producing areas, such as Livermore Valley in California, USA. Nbspvalley) The world's first petite &; NbspSIRAH), TANTALIZI of LODI, ZINFANDEL of California, Montepulciano, Buffs and Miller of Franken, a native grape variety along the Adriatic Sea. According to the market impression, the first wine to enter the China market is French wine, followed by Canadian (ice wine), Italian and American, Australian and German. In the past two years, products from South Africa, Spain, New Zealand, Chile, Portugal, Romania and other countries have also entered China. At present, the market area of imported wine is still centered on first-class cities such as Guangzhou, Shenzhen, Shanghai and Beijing, radiating the market trajectory of second-class central cities. The acceptance of coastal areas is higher than that of inland areas, and that of economically developed areas is higher than that of underdeveloped areas. The mainstream consumers of imported wine are fashionable high-end people, that is, they have consumption ability and wine consumption consciousness, as well as traditional ritual culture consumption consciousness, that is, giving gifts. In line with the taste, fashion, health and aristocratic cultural background of wine, the audience not only affects young fashion people, but also influences domestic high-end opinion leaders through business diplomacy and other forms, thus driving the public's consumption consciousness and behavior. On the whole, market development conforms to the laws of economics, that is, the high-end influence of Van Buren's economic laws. In fact, it is also in line with China's national conditions. What the leaders above drink, the people below drink. Second, the channels of choice There are still many channels for domestic merchants to obtain information about imported wine products. In addition to individual business trips abroad, at present, domestic businesses mainly choose to import wine through trade agents who import wine; There are also various (imported) wine exhibitions, wine tasting parties, wine professional media (mainly wine), wine websites and other information channels. , including the national sugar and wine party; Moreover, it is to find some professional imported wine investment management institutions, such as Wine Network. As the first American wine investment management organization and brand operator in China, it has a professional wine company in the United States, keeping in touch with major wineries in the United States, and can directly provide first-hand sources for domestic merchants, including providing domestic merchants with all-round consulting services such as purchasing American wineries. Third, the decision-making idea of choice The principle analysis of decision-making: We should proceed from the perspective of the overall sales of products entering the market, not simply from the perspective of product quality and technology. Because, for most domestic consumers, the essence of imported wine is a product continuation of the concept of "importing foreign culture", that is, many people don't know how to taste it, but should guide the popularization of consumer education more. In this environment, it is better to invest in marketing than to spend great efforts on quality details. Of course, this is also to ensure the quality is no problem. In combination with the above, for domestic merchants who want to invest in imported wine, they should at least refer to the following factors to make a decision-1. Grasp the consumption trend. In order to get out of the road of differentiation, some merchants choose some small wineries or wines from little-known small producing areas, which leads to difficulties in market sales. Although from the concept of pets, all imported wines will be consumed, but merchants should consider the time cost of funds. It's not that there is something wrong with the quality of wine in these unknown producing areas, but because of poor information, people can't believe their output and quality assurance. When choosing wine consumption, most domestic consumers will choose the imported wine background culture that has an impression in their minds. Of course, the author has personally heard that "didn't the United States produce airplanes and cannons?" ? And doesn't Germany produce Mercedes-Benz and BMW? "Wait, just kidding. However, many consumers will soon believe that the world economic powers such as the United States and Germany, which are famous for their high technology, will produce high-quality wine, and this is indeed the case. Therefore, when choosing, we must grasp the mainstream trends, including countries, producing areas, grape and wine varieties. Because if you can't change the trend, you'd better follow the trend to find market breakthrough opportunities, such as France, Australia, the United States, Italy and other wine countries, or some well-known producing areas that are widely circulated, such as LIVERMORE& Valley in California. NbspVALLEY) and NAPA valley (NAPA & amp； NbspVALLEY), as well as LODI producing areas, as many American wine distributors in China think, Americans can make everything bigger, and the United States itself is a brand. Although American wine is not as widely known as French wine at present, it is also the product cultural background and belief that supports merchants' investment confidence. Because the open China is far from the world, most of our consumers don't know the specific information about the origin and producing areas of foreign wines. Just as all French wines can fetch a good price in the mainland, some low-grade wines are popular in the market and have rich profits. The consumption trend represents a kind of consumption consciousness at present, and it is also a kind of popularity, which is equivalent to invisibly shortening the distance with consumers. 2. Weighing financial resources All investments are risky. The first principle of avoiding risks is not to "put all your eggs in one basket", that is, to leave room for your own funds. According to the rough statistics of the cooperation information of imported wine merchants contacted by a certain network, many imported wine merchants impulsively pour their core funds into one or several containers of wine, and then slowly digest them and drink them themselves as public relations gifts for enterprises; Some have broken the capital chain because of blind purchase, and so on. Usually a standard container costs 300,000-500,000 yuan, or millions of dollars, which is not a small sum. The sale of wine needs a process, and it takes countless bottle opening opportunities to get back the capital flow. In fact, there is a lot of pressure. Don't bet with the market and don't think that you can recover your investment soon. Of course, if the funds are quite abundant, it is not bad to spend a dime to play, which can be regarded as making some contributions to popularizing the healthy culture of wine. 3. Traceability of origin culture For imported wines, whether they are short-term trade or long-term brands, they need to be able to tell the cultural background of the products to attract consumers. Brands with historical and cultural backgrounds are more convincing, just like several famous wines represented by Lafite in France always have endless stories. More importantly, whether the cultural background of the brand's origin can be truly convincing and credible. For example, the flagship wineries of American wine groups, such as Concannon &: NbspVINEYARD, have many honors such as "Landmark Heritage Protection Unit" of California government and "International Exchange Demonstration Winery" designated by USDA, which makes people unable to doubt their history and achievements in California wine industry, thus becoming a high-end mainstream brand in American wine market. This is also one of the important reasons why brands with historical and cultural background can go to the high-end market, while some products without cultural background can only go to the low-end circulation, and there is a risk of being accused of "counterfeiting brands". On the other hand, it also shows the sustainability of the brand. 4. Social resources of investors As we all know, imported wine is also for profit, but only when the products are sold can there be a chance of profit. But how do you sell it? Traditional wine merchants have their own mature customer base and sales channels, but how to make new amateur capital? That is to integrate their own social resources. First of all, we should make full use of the customer network resources in our social relationships, so that these people can know their products and operation modes for the first time. This is also the shortest and fastest sales method, which can quickly withdraw some funds. The utilization of social relations resources is not limited to one-time group purchase, but more is to develop some cooperation models, introduce new capital and quickly consume inventory. Secondly, whether there is the ability to form and manage a marketing team. Because a person's strength is limited after all, only an effective marketing team and supporting management level can form a rapid and extensive joint force, including establishing dealer channels, terminal networks, and enhancing brand power. Moreover, what kind of business model to choose. Do you buy and sell slowly, or do you build your own terminal to run wholesale and retail, or do you do business as a trading company to attract investment and make a market? This depends on the investor's investment mentality, personal abilities and hobbies and financial situation.