Chinese rice wine brand Breakout Strategy Discussion.docVIP

 PAGE \* MERGEFORMAT 16 Chinese rice wine brand Breakout Strategy Discussion Chinese rice wine, also known as rice wine (ricewine), part of brewing wine, brewed in the world’s three major wine (rice wine, wine and beer) occupies an important seat. Unique brewing techniques, brewing industry as a typical representative of the East and the model. However, the time into the 21st century, the Chinese rice wine were painful to discover that, even in China’s domestic market, rice wine also appears to Weakness. The face of fiery passion for wine, beer, fresh pleasant and elegant wine, rice wine which has the function of warm-up and stomach and other health care seems unremarkable, market share is always bleak. For a long period of time, the rice wine market share or even less than 7%. Since 2002, the state strongly support the rice wine industry, rice wine production in 2003 by 7.1% in 2004 to 20%. The market demand is also rising. Three years ago, ‘the ancient Yue Shan’ won CCTV ‘Chinese rice wine first superscript’, the industry shouted, rice wine in the spring has arrived. Yellow rice wine business marketing idea has undergone fundamental changes, ‘will Jishan’ and other brands have generous publicity, rice wine is gradually people to understand, all enterprises and increased publicity, but the one indisputable fact is: Product price is still too low. To 2006, rice wine production has reached 2.6 million tons, but overall only 4-5% alcohol beverage market. More other people to understand is that, for too long in all rice wine consumption, only 30% of the rice wine is consumed. Most of the people while the rest were as wine, as well as part of medicinal liquor. What has caused this dismal situation? Is a rice wine as an alcoholic drink, but the quality of their own customs? Not the case, from the taste speaking, rice wine taste unique, soft and very, stamina has passed, food for thought; from functional sense, rice wine can help blood circulation, promote metabo