Degree of fruit wine

Fruit wine: based on short stories, make great things.

Time: 2008-04-25 qjypqlong I want to contribute selected works: The first time students really contacted and began to pay attention to, follow up and study fruit wine, they made an image promotion plan for Gansu Ji Cheng Wine Co., Ltd. on 200 1 by chance. Ji Cheng Liquor Industry is a collective enterprise that uses abundant local apple resources to produce cider, mainly producing apple distilled liquor. The main varieties are apple white wine, calvados and apple liqueur. Almost no one in the whole enterprise really understands marketing, only selling in several nearby counties and cities, and there are few dealers. The annual turnover of Ji Cheng wine industry has reached more than 4 million yuan. Although this turnover is far from enough to support the survival of enterprises in terms of production scale, it still makes me feel the scale and prospect of the fruit wine market.

First of all, for consumers, fermented fruit wine, fruit white wine, fruit brandy and fruit liqueur are all "fruit wines", but the technology is different.

Mr. Bai Zhenjiang, Secretary-General of china alcoholic drinks association Fruit Dew Wine Professional Committee, defined fruit wine as low-alcohol beverage wine made from fruit by fermentation. There are three key points, one is "taking fruit as raw material", the other is "fermentation" and the third is "low-alcohol beverage". This is actually "fermented fruit wine", which is the so-called "real fruit wine". However, from the perspective of marketing and consumer understanding (or we can divide consumers into different levels), fruit wine includes fermented fruit wine (real fruit wine), fruit white wine (distilled fruit wine), fruit brandy (brandy technology) and fruit liqueur (or "liqueur", preparation type). Among them, fermented fruit wine can be divided into four types according to the sugar content: dry type, semi-dry type, semi-sweet type and sweet type, and general fruit wine and fruit ice wine according to the harvest season of raw materials.

Maybe some friends will refute the author like a chinese wolfberry wine enterprise at the beginning (see the article "Enterprises in chinese wolfberry wine, Do What You Should Do"): The real fruit wine is a low-alcohol beverage made of fermented fruit, and nothing else can really be called fruit wine. The author's point of view is that for consumers, fermented fruit wine, fruit liquor, fruit brandy and fruit liqueur are all "wines brewed with fruits", but the technology is different.

In other words, for fruit wine enterprises, fermented fruit wine, fruit brandy, fruit liqueur and fruit liquor can all become the development direction.

Second, whether it is fermented fruit wine, fruit brandy, fruit liqueur or fruit liquor, there is a certain development space.

Although the author's conclusion is that fruit wine can't become a "big product" for a long time, it doesn't mean that fruit wine can't make great achievements.

The author collected wine lists of many bars and large and medium-sized restaurants in Beijing and Shanghai 10 through different distributors. Almost every wine list has fruit brandy and fruit liqueur. This shows that fruit brandy and fruit liqueur are more common in high-end places.

Mr. Bai Zhenjiang, Secretary-General of china alcoholic drinks association Guolu Liquor Professional Committee, emphasized in the article "Guolu Liquor has a Broad Prospect in China" that Guolu Liquor is a differentiated product with a big market, and the concept of liquor can be borrowed to save the guidance. Therefore, fruit liquor contains amazing sales and can bring good market returns to enterprises.

In fact, high-end and low-end fermented fruit wine also have their own market space.

What do ladies drink at holiday parties, colleagues' dinners and classmates' parties? Now it is generally cola, milk drinks, juice drinks and so on. However, if we pay a little attention, we will find that more and more women, especially those with high consumption level, no longer "replace wine with tea" but begin to carry a glass of low-alcohol wine or fruit wine with them. This situation actually exists at the low end. The author has a relative. Although his consumption level is not high, he buys several bottles of low-grade fruit wine for ladies to drink every Spring Festival.

The market already exists, but we haven't really discovered its great potential and fully explored it.

Third, whether it is fermented fruit wine, or fruit brandy, fruit liqueur and fruit liquor, it can only be counted as "sketch products" in alcohol.

Many fruit wine enterprises generally emphasize the following points when introducing the prospect of fruit wine:

The first is confidence in policy support. That is, in recent years, the state has put forward "four changes" in liquor industry: from high-alcohol to low-alcohol wine, from strong wine to nutritious wine, from blending soaked wine to fermented wine, from grain wine to fruit wine;

The second is confidence in consumption trends. That is, because fruit wine and wine have very close product characteristics, consumers begin to accept and pursue the nutrition, health care function and the values of enjoying life through the guidance of wine and foreign wine.

The third is the confidence brought by the success of Lycium barbarum fruit wine. That is to say, since 200 1, the sudden emergence of Ningxia red wolfberry fruit wine has made a breakthrough in the situation of fruit wine.

What I want to pour cold water on fruit wine enterprises is that fruit wine, including chinese wolfberry wine, will only be a "short product" for a long time, and it is very likely that it will not become a "big product" of alcohol as expected by those enterprises.

My reasons are as follows:

First, fermented fruit wine has too obvious gender orientation.

The author has repeatedly mentioned the gender and age positioning of many products. That is, the influence of consumers' ideas, many products, especially food, have the characteristics of "gender or age orientation". Such as milk for children, women and the elderly, tea, coffee, wine and beer for men. Although wine belongs to neutral wine, fruit wine (especially low-alcohol fermented wine, Lycium barbarum fruit wine is a special case, because health care function, especially improving sexual function, is the main reason for consumers to drink Lycium barbarum fruit wine) has obvious female attributes, so we rarely see men drinking fruit wine. The seriousness of the problem is that women are not the core consumers of alcoholic products. Even if they drink, women usually drink in small quantities. This greatly limits the market scale of fermented fruit wine.

Second, policy guidance does not mean that the market will develop in the direction of guidance.

200 1 I saw the "four changes" proposed by the government to the liquor industry, but the actual market development of liquor was very amazing: in recent years, liquor developed from low-alcohol liquor to high-alcohol liquor, and individual liquor companies put forward the concept of healthy liquor long ago, but none of them succeeded; 200 1 The rising Lycium barbarum fruit wine has no substantial breakthrough except the natural growth of wine under the guidance of long-term life concept. Yellow rice wine is still struggling to find spring, and other fruit wines don't know when.

Third, there is a long distance between fermented fruit wine and wine.

Although fruit wine and wine have very similar product characteristics, wine has its own system in culture, lifestyle, concept, raw materials, production, marketing and industrial scale. Fruit wine, on the other hand, has not formed its own complete system, even fighting for "the standard of fruit wine" and "the level of production technology". Even in Japan and western countries where the acceptance of fruit wine is relatively high, fruit wine has never become the mainstream wine.

Fourthly, chinese wolfberry wine is not a "real" fermented fruit wine, and there is no spring for fermented fruit wine.

First of all, it should be explained that fermented chinese wolfberry wine belongs to fruit wine according to the basic characteristics of the product, but now the market is full of chinese wolfberry wine of 10,10, 12, 18, 28, 38 or even 45 degrees, which is called. Moreover, from the consumer's point of view, chinese wolfberry wine belongs to health wine, and many marketers and media are very vague about whether chinese wolfberry wine is a fruit wine or a health wine. Even if we count chinese wolfberry wine as fruit wine (especially low-degree fermented wine), even if Ningxiahong started the industry in chinese wolfberry wine, its industry scale is very small compared with liquor, beer and wine. Since 2006, the development of fruit wine has basically stagnated, and other fruit wines have not developed much. It's hard to say that chinese wolfberry wine started the spring of fruit wine.

Explain the two concepts of "large category products" and "small category products" put forward by the author.

The so-called sketch products refer to classified products with relatively small market share in a large category of products such as alcohol, beverages and dairy products. , and even products in sub-categories such as liquor under alcohol, juice drinks under beverages, tea drinks and carbonated drinks. For example, medicinal liquor in wine, apple vinegar in drinks and roof bags of dairy products. To put it simply, "large-category products" are products with huge market scale due to huge consumer scale, high consumer acceptance and consumption frequency, while "small-category products" are products with small market scale due to limited consumer scale or low consumer acceptance and consumption frequency.

The most basic criterion for evaluating "large-category products" and "small-category products" is the proportion of such products in the market scale of the whole industry. Take juice drinks as an example: generally speaking, orange juice, grape juice and apple juice are the mainstream varieties of juice drinks, belonging to a large category. Compared with orange juice, grape juice and apple juice, jujube juice, pear juice and peach juice are much less important in juice drinks, so they belong to sketch products. Large-scale products and small-scale products are relative but not absolute concepts, and they may change-small-scale products may become large-scale products, and large-scale products may also become small-scale products.

Because of its large scale, high consumer acceptance and high consumption frequency, "large-scale products" need intensive retail terminals, large-scale aerial advertisements and extensive promotional activities to maximize the market scale. However, due to the limited scale of consumers or the low acceptance and consumption frequency of consumers, the choice of channels and media advertisements must be highly targeted.

Other issues about "short story" products and "big story" products will not be introduced in detail here. Interested friends can pay attention to the author's related articles.

Fourthly, how can fruit wine make a big difference as a "sketch product"

A collective enterprise in Northwest County knows little about marketing, and it can achieve an annual turnover of more than 4 million yuan only through several dealers in several nearby counties and cities. Moreover, in the southwest, south China, northwest and northeast regions, all kinds of fruit wines have formed their own characteristics and brand power. Even Wuliangye, a tycoon in liquor industry, introduced "Xianling" plum fruit wine to the market in 2007, which is enough to show that fruit wine will have a great future.

How can fruit wine make a big difference?

The prerequisite is: don't be misled by the assertion that fruit wine will have broad prospects, and adopt a large-scale marketing model, because there are great differences between "large-scale products" and "small-scale products" in marketing. Enterprises must first admit that fruit wine is a kind of "sketch product", and then carry out product planning and marketing activities according to the marketing rules of "sketch product" in order to truly have the greatest possibility of success and even produce unexpected results.

First of all, lock in the wine tasting category, lock in and focus on the target consumer groups.

The competitive product of low-alcohol fermented fruit wine and fruit liqueur is wine, in which the target consumer groups of high-end fermented fruit wine and fruit brandy are women with medium and high consumption levels, while the target consumer groups of low-end fermented fruit wine are women with general consumption levels. The competing products of fruit brandy and fruit liquor are both liquor, among which the target consumer groups of fruit brandy are men and some women with medium and high consumption levels, while the target consumer groups of fruit liquor are men with medium and low consumption levels. Fermented fruit wine and liqueur with low alcohol content have obvious gender orientation, that is, they belong to female wines, while fruit brandy and fruit liquor belonging to spirits belong to male wines. Some enterprises know the gender orientation of fermented fruit wine, but they still hope that "women will drive the consumption tide", which is still a typical marketing idea of "big products"-driving mass consumption through core consumer groups. In fact, as a "sketch product", fruit wine should give up the idea of "mass consumption" and focus on serving the target consumer groups.

Second, lock the target market level and target sales channels.

The market level of fermented fruit wine, fruit brandy, fruit brandy and fruit liquor located in the middle and high end should be prefecture-level city market, and the core market should be prefecture-level cities, provincial capitals and municipalities directly under the central government with developed economy. Target sales channels should be restaurants, bars, dance halls, etc. Medium and high consumption places. The market level of fermented fruit wine and fruit liquor located in the middle and low end should be above the county level, and the core market should be prefecture-level cities and counties. Target sales channels should be restaurants and general retail terminals in low-and medium-consumption places. The author suggests that low-end fermented fruit wine and fruit wine should avoid expensive large supermarkets and chain stores without strong advertising support.

Third, lock in targeted media and publicity methods and targeted promotion methods.

After targeting the target consumer groups, consumer market levels and target sales channels, it is necessary to select targeted media to promote products with medium and high positioning, including building TV, financial magazines, fashion magazines, and even financial columns of TV stations and financial sections of newspapers, and carry out targeted promotional activities; For medium and low positioning products, we should make full use of terminal resources to carry out publicity and promotion activities.

The fourth is to solve the problem of fruit wine's interest appeal to the target consumer groups.

In the process of communication with related enterprises in the fruit wine industry, the author found that almost all fruit wine enterprises like to emphasize the nutritional value of fruit wine! It is hoped that consumers will regard "the nutritional value of fruit" as the core demand for purchasing fruit wine.

In the early stage of China's development, wine emphasized nutrition and health care, but its popularization was slow. Later, it stopped focusing on "nutrition" and began to focus on "taste, fashion and lifestyle", opening up the market by restoring its romance, mood and fashion. Beer is called "liquid bread", but beer does not open the market through "nutrition", but promotes vitality, fashion and youth. Once a few enterprises played the concept of "nutritious liquor" in the fierce competition, but they were eliminated faster.

Therefore, the author thinks that fruit wine enterprises have actually made a directional mistake: the vast majority of consumers drink wine not because they want to supplement nutrition and beauty, because there are a lot of nutritious and healthy wines on the market. In addition, the more advanced consumers need spiritual satisfaction from drinking: fashion, culture, or lifestyle.

Fortunately, some fruit wine enterprises have begun to regard consumers' spiritual needs and satisfaction as the core of their interests, such as the "Southern Fragrance" series of Shantou Yayuan Brewing Co., Ltd., which regards "You Ya" as the core value of the brand. However, no matter from TV advertisements or advertisements, it is still difficult to give up its nutritional and health care functions, or it does not really take the spiritual needs of "elegance" (I think it is best to be "elegance" and "elegance of women") as its main appeal.

The core demand of alcoholic products is spiritual interests, and the nutritional and health-care functions, including scientific and technological content, are only a support for spiritual needs and additional interests. Therefore, fruit wine, especially fermented fruit wine, fruit brandy and fruit liqueur, should first embody a lifestyle, followed by nutrition and health care functions.