Medium and small wine brands and how it works 2 3 market.docVIP

 PAGE \* MERGEFORMAT 24 Medium and small wine brands and how it works 2 3 market China’s wine brands, the main marketing mode I. Industry Overview China’s wine industry is still in start-up and growth stage, 2003 output of 343,000 tons of wine in 2004 annual output of 39.34 tons, up 14.7% in the beverage alcohol industry is growing faster kinds of wine. According to the China Alcoholic Drinks Industry Association is expected: by 2010, China’s wine production will reach 80 million tons, maintaining an average annual growth rate of around 15%. China has more than 450 wine producers, wine brands many of which Changyu, Great Wall, Dynasty in the first group, the annual sales of 5 million tons; Xintian, Veyron, the dragon emblem, Moga, Yunnan Red, Tonghua other brands in the second group, annual sales in million tons; while the king of pool, white yanghe, Changbai Mountain, an ancient well still in the third group and so temporarily. Wine industry a high degree of concentration, 04 years ago, six large enterprise production accounts for 54% of total trade. Overall, China’s wine industry is also able to account for the lack of a strong national market brands, several brands available, basically the main fight is still a certain degree of regional markets, such as Changyu in Fujian, Shandong, Shanghai Dynasty, the Great Wall in Hebei , Guangdong, MO high in the northwest of Yunnan in the southwest and so red. This gives small and medium brands in certain regional markets strengthen and expand the opportunities and space, but such an opportunity and space will be less and less. Second, wine brand marketing mode of operation The current wine industry’s marketing model is still largely guided by the following pattern: First, the enterprises produce one or more of a range of products to carry out series of pre-packaging and advertising hype; and then looking for regional agents, the use of agents Distribution channel resources available; and finally by large inten