Each interview with brand strategic expert and CCTV brand consultant Li Guangdou: The internationalization of local wine brand consumption is still a long way to go

Today (September 19), the 7th China Wine Capital Forum and the China Wine Golden Bottle Award Ceremony hosted by the Daily Economic News were held online.

For the Chinese wine industry, this is a rare industry event. For many brands of wine companies, this is also a rare "ideological collision" opportunity.

In recent years, China's wine industry has continued to grow. In the process, corporate brand value and market reputation have been further improved. For example, in the capital market, the stock price of Guizhou Maotai (SH600519, stock price of 1859 yuan, and market value of 2.34 trillion yuan) has been topped in the A -share list in recent years. consensus.

So, what development trends will Chinese local wine brands show in the future? What are the problems in the development process? On the eve of the 7th China Wine Capital Forum in 2022, a reporter from "Daily Economic News" interviewed Li Guangdou, a well -known brand strategic expert and CCTV brand consultant.

Li Guangdou said that the new trend of Chinese brands is the rise of the national tide. "Local brands are gaining a greater right to speak and spread, especially in the hearts of consumers of the younger generation. At the same time, Chinese local brands have also appeared in high -end and diversified trends." He pointed out that in recent years, domestic alcoholics The brand is full of flowers, and the trend of youth has appeared, which is also an important reason for the rise of the national tide.

Talking about the trend of the wine industry: the trend of high -end is obvious

Liquor and whiskey and Bailan are the world's three major distilled wines. Li Guangdou said that liquor is Chinese wine and has a unique position in Chinese culture. More than 50,000 poems were left in the Tang Dynasty, and more than 8,000 songs were related to wine. In recent years, China's local wine consumption has become a trend of rebellion, and liquor has become a highlight of the consumption sector.

According to data from the National Bureau of Statistics, in the first half of 2022, the total retail sales of consumer goods in China was 21043.2 billion yuan, a year -on -year decrease of 0.7%. Guizhou Moutai and Wuliangye (SZ000858, shares of 16.1.08 yuan, market value of 625.2 billion yuan), Luzhou Laojiao (SZ000568, a stock price of 218 yuan, a market value of 320.8 billion yuan), Shanxi Fenjiu (SH600809, 289.5 yuan, market value 353.2 billion yuan) Enterprises have achieved dual growth in revenue and net profit.

Why can domestic wine consumption achieve adversity growth? Li Guangdou believes that on the one hand, the expansion of the consumer market. Wine is not only a material product, but also a spiritual product, a social product. "Wine, it is‘ water ’in the bottle, and it’ s ‘fire’ when drinking the belly. ”

On the other hand, in recent years, local wine brand consumption has shown a trend of high -end and diversification, including craft beer in beer. The trend of the liquor market to the mid -to -high -end transformation has also become more obvious, catering to the current trend of brand consumption upgrades. , Also cater to the needs of diversified consumer groups.

Correspondingly, wine and other wines such as wines have grown in the domestic market in recent years. Li Guangdou mentioned that the imported wine market and the domestic wine market can be said to have a trend of falling. In the past, the consumption of imported wines rose rapidly, and now the growth of imported wine consumption has increased "stall".

Li Guangdou also analyzed the reasons to reporters. On the one hand, there are cultural factors. Red wine (wine) is a imported culture; liquor (grain wine) is China's unique wine category.

On the other hand, consumption shows a spiral development trend. "In the early days of reform and opening up, the western wind gradually became fashionable. Today, it is very fashionable to drink foreign wine. Today, the local complex is heating up, the consumption of wine is returning, and the taste memory is awakened again."

In addition, in recent years, domestic alcohol brands have been blooming, and the trend of youth has appeared, which is also an important reason for the rise of the national tide. "For example, craft beer, osmanthus beer, new fruit wine and other categories, and Jiang Xiaobai, new forces brand of liquor for young social groups, are also seeking innovation."

Talking about the pain points of the wine industry: the road of internationalization is long

Although Chinese wine brands have achieved a trend of adversity growth in the domestic consumer market, in the international market, the internationalization of Chinese wine brands, especially liquor brands, still has a long way to go, and an important step of internationalization, an important step of internationalization It is the establishment and improvement of the standardization system.

"For domestic wine brands, its standardization and internationalization require everyone to work together." Li Guangdou believes that Chinese liquor should also become a world language. Value consensus.

So how can we increase the brand value of Chinese liquor? Li Guangdou believes that more scientific and standardized quality systems and more international communication based on value and common language. "You cannot use the method of producing agricultural products to produce liquor, and you must work hard on standardization."

"Daily Economic News" reporter noticed that in June of this year, the State Standards for the State Administration of Market Supervision and the National Standard Management Committee was officially implemented in the "Baijiu Industrial Terms" and "Drink and Wine Terms and Category". This new national standard for liquor The definition of wine and fragrant liquor is clearly defined.

The relevant person in charge of the China Wine Industry Association mentioned in an interview with "China Well -off Network" that the new national standard helps consumers to eliminate the standard misunderstanding, promote the comprehensive improvement of the standardization level of the Chinese wine industry, and play the role of standardization on the leading and promoting role of the brewing industry. It helps the high -quality development of China's winemaking industry in the new period.

Standardized development is more critical for the currently reserved local wine brand pattern. Li Guangdou mentioned that there are more and more local wine brands, and strict control needs to be strictly controlled to avoid the "public land tragedy" of regional brands. At the same time, we must also protect the origin brands like Bordeaux Cognac and Napa Valley in the United States. Regional brands such as Maotai Town, Shanxi Xinghua Village, Shaoxing rice wine and other regional brands must strengthen the implementation of protection and national standards. "The so -called public land tragedy refers to everyone on a public grass field, everyone tends to put more sheep instead of maintenance, until sheep gather the grass." Li Guangdou said that in the development of the wine industry, it was also There have been many similar problems. A certain type of wine in one place sells well, there will be dozens of or even hundreds of various wineries. Without forming the advantages of origin and public regional brands, the phenomenon of inferior coins will be expelled from good coins.

It is worth mentioning that on September 19th, the 7th China Wine Capital Forum and China Wine Golden Bottle Award Ceremony hosted by the Daily Economic News will be held online. The latest point of view on the hot issue of wine brand.

Daily Economic News

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