The revival of the path to find wines.docVIP

 PAGE \* MERGEFORMAT 13 The revival of the path to find wines Wine renaissance mainly refers to the old wine, which means that two camps: old wines and non-old wine. Industry-recognized wines are mainly three characteristics: a clear brand position, with a national or a part of the regional market shares, a representative of the core species. On this basis, the old wine but also has two characteristics: one, a long history, with more than one or two generations of consumer base; 2, recognized as the industry has some major geographical regions, or typical style of wine taste . Clearly, what is the old wine, what is the old wine is very non-clear. The reason why this division is to help us better plan for the old wines depend on the rise again, the core of competitive factors. Many old wines nowadays faces some embarrassing situation: Grandpa’s identity, grandson status. Identified in 17 of China’s last batch of wine in the Tate’s, there are three kinds of status: one is the well-known there are real, as Mao five swords; one is in name only, more than half of 17 large and medium is one such; the remaining half, IL somewhere in between, the situation is embarrassing. From the market level, the wine estate wine renaissance is facing strong pressure and the pressure of other strong national wines; from non-market factor, wine renaissance are also subject to all sorts of social factors and local interests of the constraints and affect, in a certain sense, the latter constraint is a bigger business. In general drinks operation, also faced the consumption environment and consumption habits change, purchase and consumption of channel change (ie trunk era), the economic environment changes in consumer prices caused by changes in the upgrade, competitive upgrade to bring the brand means to influence relatively less pressure. If the wine renaissance from the community to conduct positional warfare in general, fortress warfare, public relations war, buying store loses