In 2020, the wine markets both at home and abroad having been moving forward under great challenges of Covid-19. Although the epidemic in China has been well controlled, the market is still recovering. At the same time, The Chinese market shows new consumption characteristics, and changes are taking place from consumption patterns to consumption habits.
In this special market situation, how can wine companies bring more sales during the busy season at the end of 2020? With the theme of "Wine sales strategies during the busy season", experts of the forum made suggestions from different angles, hoping to bring new reference and thinking to the industry.
Chairman Dong Shuguo announced the opening of the forum and made the keynote speech on " Prosper China's Wine Market-Industry Chain and Herd Effect". He pointed that the wine enterprises need to develop and cooperate together like a flock to face this precarious market. “Chinese wine companies must improve their own industrial chain, reach consensus and unified publicity, and jointly make a big market cake, so as to promote prosperity of the China’s wine market.”
Mr. Sun Jian, General Manager of Yantai Changyu Pioneer Wine Co., Ltd., believes that the China’s wine market is expected to usher in a bottoming out. Based on the case analysis of Changyu, he pointed out that domestic products is now on the rise, the macro policies are very beneficial to the development of China’s wine market, and the epidemic has made "healthy drinking" more popular. He also pointed out that the Chinese wine industry should deal with three problems: How to work together to cultivate more consumers; Domestic wine and imported wine should provide consumers with higher quality consumer experience under the premise of good competition and cooperation. Every company must find its own development path under the new situation.
Mr. Gu Yuping, China brand representative of Henkell Freixenet, shared his views on the development trend and growth points of imported wine in China market. He analyzed the current situation of the imported wine market and market trends through data. He pointed out that young people are leading the alcohol consumption pattern in the next 10 years. The white wine market will develop significantly in the next 3-5 years and sparkling wine will also gain more market share; Wine sales must adapt to the innovative thinking of young people; Spirits are the biggest competitor of wine; Branding is the trend for future market in the world; Wine producers need to focus on "brand + quality + package".
Mr. Si Tujun, Chairman of Moutai Wine Company, gave a speech on how to seize opportunities in the wine market. He believes that Chinese wine is ushering in historic development opportunities, and we must grasp them and jointly create a path of innovative growth for Chinese wine. Based on the cases of Moutai wine, he proposed three measures to promote sales: Adhere to quality, build a good brand reputation with high-quality products; Let culture being the guide and break brand boundaries; Adhere to the principle of service marketing and create " a community of common destiny ".
Mr. Zhang Yanzhi, Chairman of Ningxia Xige Estate said that due to the scale of boutique wineries, it is difficult for them to compete in the way of big players, but wineries of any size should tap and give play to their advantages. He put forward measures to seize the busy season of the Spring Festival after Covid-19 from 4 aspects:Explore topics, and enhance the value identity of products among consumers; Tap resources for group purchases and shorten the sales chain; Focus on feelings and make the products enter people’s hearts; Hold high the banner of Chinese wine, tell your own unique story, as well as the stories of the region and the country.
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