The dew wine industry shows "Drunk Beauty" Fanghua

The brewing skills of dew wine have a long history. The method of brewing and processing is based on the "medicine and food" as the theoretical basis. It is a unique and unique wine species unique to my country. In Qu Yuan's "Nine Songs", there is such a description: "The dishes are steamed and borrowed, and the cinnamon wine is pepper." And "Guijiu" is a kind of dew. Records of Luliu can be traced back to the Shang Dynasty. In our country, all dynasties of all dynasties are related to the production of dew wine. There are also many customs and methods of drinking dew wine, such as Tu Su wine, Dragon Boat Festival, Chongyang chrysanthemum wine, and bamboo leaves with thousands of years of history. And Wujiaki wine, Poria wine, lamb wine, etc.

In recent years, with the improvement of consumers' "great health consciousness" and consumer quality, Locho has received more and more attention with the attributes of its own "health genes". The exposed wine industry, once the "niche wine", has ushered in huge development opportunities.

In this regard, Song Shuyu, the chairman of the China Wine Industry Association, said that the spring of Lujiu has arrived, and it should bathe the sun and thrive.

Association: Leading the industry's anchor development direction

At the first China Loan Wine T5 Summit held a few days ago, the leaders of the China Wine Industry Association and the major exposed wine companies reached a six -point consensus on how to open up a new development pattern in the future development:

First, famous wine companies must lead the industry to strengthen consumer awareness. Famous wine companies should re -examine the history, craftsmanship and characteristics of dew wine, help consumers to further understand what is dew, and clarify the relationship between dew and traditional Chinese liquor, traditional rice wine, medicinal wine, health wine, fruit wine, and prepared wine, so that the dewjiu will return to the return of wine to return origin. Second, famous wine companies should lead the industry to promote the history and culture of dew. Famous wine companies should thoroughly excavate the cultural connotation of dew wine, innovate the expression of dew -wine culture, tell the story of dew -wine culture, and inject new spiritual core and soul into the development of dew. Third, famous wine companies must lead the industry to inherit innovative dew wine brewing skills. Famous wine companies should develop the development of extracts, explore innovative technologies such as soaking, soaking, and distillation, and the research on diversified processes such as simultaneous brewing, aging, and adding to provide technological support for the high -quality development of dew. Fourth, famous wine companies must lead the industry to improve the quality of dew products. Under the guidance of the new national target, famous wine companies should provide consumers with more stable quality, more typical flavors, and richer tastes, so that products can speak with quality, so that the market is expelled from bad coins. Fifth, famous wine companies should tap the characteristic value expression of dew wine. Famous wine companies should give full play to their respective competitive advantages, corresponding to different consumer scenarios, develop new products for consumer groups, to avoid the homogeneity of products and the high degree of reputation of the product name. Sixth, famous wine companies must lead the industry to create a talent echelon. The China Wine Industry Association should integrate the internal and external resources of the industry and promote the dynamic communication and cultivation of talents; famous wine companies should provide a benign competitive platform to fully stimulate the inherent potential of innovative development.

In this regard, the China Wine Industry Association's Lujiu Branch stated that the development of the dew industry should be in line with the changes in consumer demand, and it must be synchronized with the development of modern science and technology. The Lujiu Branch put forward specific suggestions to the participating companies: "Resource innovation and extensive materials, all white wine and rice wine that meets the standards of consumption can be used as dew wine products, but when choosing Variety and combination methods; the combination of brand building and culture, build a dew -wine culture system, organically combine the dew culture and brand building, advocate reasonable, healthy, and scientific consumption, and gradually establish the overall image of the dew wine industry. Enterprises can use the unique products and products of the local area with The combination of dew is combined with national characteristics with exposed wine to form regional characteristics; quality stable and casting brands. On the whole, the stability of the dew products on the market is different. It has not changed before, so that consumers can be recognized by consumers, and the industry can make glory.

Industry: The bottleneck is heavy and the road is long and long

Loan wine is a traditional wine in my country, but the development of the industry has still faced many embarrassing situations so far. Its industrial scale is much lower than liquor and beer, and its popularity is inferior to rice wine and wine. According to data from the National Bureau of Statistics, in 2021, 169 other wine manufacturers focusing on dew above liquor, including 23 losses, and 13.61%of the company's loss. The decrease was 3.06%; the total profit achieved a total of 4.054 billion yuan, an increase of 0.89%compared with the same period last year. For a long time, Luliu has existed as "other wine" in my country's brewing industry.

In Song Shuyu's view, the development of the dew wine industry has three bottlenecks to break through: First, the market awareness is not high. As an important category in drinking wine, dewjiu has a long history and profound cultural heritage, but now the market is not well aware of dew, overall, the influence of dew is not great. The second is the shortage of talents. Loan winemaking technology covers a wide range of disciplines, involving alcohol brewing, distillation, and nutritional health. There are many varieties and strong personalized characteristics. This requires professional talents The professional capabilities of the dew industry are currently lacking. Third, the quality expression is unclear. In the past, the research and drinking health research of dew mechanisms and drinking health have been two important propositions for the development of the industry. In the future, improving the flavor should be the primary choice. Luliu needs to build a unique expression of quality, culture and consumption. Last year, the China Wine Industry Association's Jiujiu Branch also raised the issue of restricting the development of the dew industry. Among them, industry development is still unbalanced. Although in recent years, the exposed liquor market has grown rapidly. In addition to its low proportion of industries, it is mainly due to the rapid growth of individual enterprises, and the development between different enterprises is extremely uneven. Regional market. Secondly, dewjiu lacks high -end products. The high -end industrial industry is still in the budding stage. The relatively few benchmark products on the market are relatively small, resulting in the narrow price of the entire exposed wine category in the market. In addition, a variety of traditional dew, lack of category development, and insufficient leading brands in the industry, which has led to the embarrassing situation of "Du wood".

Enterprise: Inheritance and innovation seek new development of the industry

Data show that at present, with the overall growth rate of the wine industry is only 5%, Luliu has maintained an average annual high -speed growth of 30%, and currently the proportion of dew in my country is less than 3%. There is still a lot of room for development in the international average.

In this regard, Song Shuyu said that as a liquor based on liquor and rice wine, dew is like a huge container, which can install a huge market. Loan wine companies should always be confident, open a high -end road through technological innovation, focus on the advantages of dew, health effects, and flavor characteristics, and continue to develop. "Fortunately, we see that various companies are waiting for the pillow, and we are showing the dew wine with a new style."

Today, more and more dew -wine companies have begun to plan long -term layout, innovate in inheritance, and actively seek new industry development.

In the opinion of Wu Shaoxun, the party committee secretary and chairman of Jinpai Co., Ltd., although the current development of the dew wine industry has encountered some bottlenecks, the twists and turns have not changed. Therefore, even if you encounter difficulties and setbacks, you still have to be confident in the future. The reporter learned that as a health wine brand with an annual revenue of more than 10 billion yuan, the original wine resources began to be deployed many years ago. At present, the company has more than 500,000 tons of original wine stocks. 20,000 tons, 80,000 tons of fragrance. Wu Shaoxun said that adding nutritional ingredients on the basis of good wine can well meet people's consumer needs in the new era.

As an earlier enterprise in the industry, Hainan Coconut Island has been engaged in dew in the industry. In recent years, the development of enterprises focuses on the spiritual connotation of enriching dew, and revolves around Hainan Free Trade Port and the development of cultural tourism integration industries. For the cultural communicator of the dew industry in the new period, injecting more new cultural connotations into traditional dew products.

As a traditional liquor company, Gujing Group relying on its powerful industry reputation and combined with the current demand of the wine consumer market, it creatively launched the three "He" series of "Jinghe" and "Ming He" and "Ming". On the basis of the traditional ancient well tribute wine brewing, the nine brewing method, the peach blossom spring song, and the merit cellar pond, the product increased the protective ingredients of traditional Chinese medicine, giving the white wine health concept. While enriching the product line of the group The experience of drinking also adds more motivation to the dew wine industry.

In addition, Wuliangye, Luzhou Laojiao, and Fenjiu have already been involved in the fields of low wine, health wine, and fruit wine. The annual revenue of these three companies is more than 20 billion yuan or close to 20 billion yuan, and the industry volume can be called the "giant" level.

Text | Our reporter Jia Taowen

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