Health Wine Industry Research Report

Part I Health Wine Industry Research Report

Medicinal wine has a history of thousands of years in China, and almost invariably there are medicinal wine to cure illnesses and fitness in medical writings of all times, and the health wine industry research report. When people's health care awareness is increasing, some drugs become edible health care products, health care wine this new term will begin to popular.

China's liquor industry has matured, the market development space is very narrow, and the rise of the health industry for the development of alcohol to guide a new way out, to the health care wine represented by Jinjiu has proved that this is a viable road.

Health wine is a special kind of health food, combining the attributes of wine and the effects of health, and the value of "health in wine" has captured the needs of consumers.

The advertising slogan, "Although Jinju is good, don't drink too much", has been widely publicized for many years, which is exactly the innovative performance of Jin Brand in marketing practice. Instead of adopting the marketing model of advertising bombardment to promote sales, JIN has cultivated the market by guiding consumers to enhance their awareness of healthy drinking and passing on their knowledge of healthy drinking by focusing on the concept of "drinking in moderation". In recent years, JIN has maintained a steady and rapid growth. In 2011, JIN's annual sales amounted to 4.667 billion yuan, and its tax revenue exceeded 1 billion yuan.

China's current number of health wine companies is about 5,000, with about 200 new companies each year, which shows the rapid speed of the health wine industry. According to data released by the China Alcoholic Beverage Association, in 2011, liquor and beer accounted for nearly 90% of the beverage alcohol market, and "other alcohol", which includes health alcohol, accounted for only 2.84%.

Undoubtedly, health care wine is still a small type of wine, but health care wine does contain a huge potential demand, which is further emerging, and the penetration rate of the health care wine market will continue to increase in the future, with a favorable outlook.

1. Innovation is the key to its development

Currently, health care wine is still a small type of wine, small in scale, and consumers are still not sufficiently aware of the recognition of health care wines, value recognition, and the basic accumulation is not yet deep, and the development of high-end development will be slow, and at present, there are a few obvious shortcomings restricting the development of health care wines. The development of the health care industry is being constrained by several obvious shortcomings: unknown characteristics of the product, hindering the development of the industry; unclear market concepts, affecting the life cycle; inaccurate positioning of the product, leading to the failure of the promotion; target demand is not fine, triggering the consumption of questions and so on.

In order to crack these "short boards" and further promote the development of the health wine industry, many companies need to make continuous efforts and innovations.

Quality and safety. Health wine is an important part of China's medical science, and it is also a "health food". The most important thing for the development of the food industry is food safety, and for health wines, without safety, there is no king.

For a long time, the production process of traditional health wines has been stagnant in the state of soaking in earthenware tanks and percolating at low temperatures. Especially the traditional configuration of traditional Chinese medicines is characterized by many impurities, low purity, and slow absorption, which leads to unstable product quality.

Modern products to improve the quality should focus on the content of science and technology, to find the combination of traditional Chinese medicine and modern biotechnology, the use of biotechnology to increase the function of health care wine, such as the use of advanced extraction process of traditional Chinese medicine, to create a scientific concept of technology, to ensure that the quality of wine and efficacy, and to open up the grade with the "ancestral secret recipe" immersion in the wine, with science and technology to enhance the brewing process. The technology is used to enhance the brewing process.

Highlight the efficacy. Throughout the market status quo brand efficacy is inevitably monotonous and similar, mostly to enhance immune regulation, anti-fatigue, tonic kidney and so on. Emphasis on efficacy is one of the success factors of health care wine, but all health care wine are emphasizing a kind of efficacy, all the eggs are loaded into a basket, the effect can be imagined. A clear, unambiguous and appropriate positioning is fundamental to the survival and development of a product or brand.

In branding to focus on the uniqueness of the product, to avoid some of the brand exaggerated efficacy, cure-all ills. Differentiated product positioning is the root of the enterprise's longevity.

Model innovation. In the past two years, gold wine, platinum wine fight can be said to be in full swing, Wuliangye Group pre-emptive occupation of the health care wine plateau, but the platinum wine with its unique marketing model - platinum gift line to fight back a lot of lost ground. Platinum Gift Line's unique model creatively combines "health care" and "gift-giving" together, greatly catering to the Chinese culture of "etiquette" and better utilizing the product advantages of health care wine.

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2. Competitiveness

In the international market, the consumption of health wines, health wines, and nutritional wines accounted for about 12% of the total consumption of alcohol; in China, the market capacity of liquor is 500 billion yuan, and the market capacity of health wines of 10 billion yuan is only 2% of the capacity of the liquor market, which is why it has a huge room for growth.

It is because of this substantial growth and broad growth space, attracting more and more companies began to beach this market.

In addition to the old health wine Jinju, Coconut Island Deer Turtle Wine continues to force the health wine industry, Wuliangye, Maotai, Fenjiu have ventured into the field of health wine, the launch of the gold wine, Platinum Wine, Bamboo Leaf Green Wine and other health wine products. Even pharmaceutical companies have also tested the waters of health care wine, Tianshili Group, correction of the pharmaceutical industry, Qingdao National Wind Pharmaceuticals, Guangzhou Pharmaceutical Group's Baiyunshan Hutchison Whampoa has also embarked on the creation of branded health care wine.

Part II Health Wine Industry Research Report

With the increasing frequency of social interaction, the role of alcohol as a prop for socializing can never be replaced. And with the enhancement of consumers' health consciousness, the low degree, lightness and health of alcoholic beverages are becoming more and more obvious. From a broad perspective, the liquor market is declining, and a large part of the market space caused by the decline in sales will be replaced by high-end alcoholic beverages and the rapid rise of "health care wine". So, what is the future development trend of China's health wine industry? Based on years of experience, Sugar & Wine analyzes that there are several development trends.

First, the brand will be further upgraded.

Health care wine is now generally regarded as a "small type of wine", but with the "pan-health care" of health care wine, and as health care wine is accepted and trusted by more and more people, it will ultimately become a choice of business wine and get-together drink, and become a "popular wine". It will become a "popular wine" and enter the A and B class catering outlets. To become a "popular wine", the brand must be upgraded.

Brand upgrading is not simply relying on the bombardment of advertisements, but must give the brand connotation, to provide consumers with the reason for your high price. Sugar and Wine Network believes that the first thing to do is to return to the origin - the product.

Second, the taste is further optimized.

Health care wine in the past due to the heavy taste of medicine consumption drinking taste is very poor, restricting the consumer population of the broad generalization. With the consumer adaptability of Jinju's taste, more and more health care wine companies realize that health care wine should first be promoted as "wine" to make more consumers accept it. Especially when it comes to food and drink, which consumer is willing to drink medicine at the table?

Third, the sales model further innovation.

In the market competition is so fierce, consumers are so rational today, simply want to rely on high-end media investment in a wide range of investment to pull open the market or rely entirely on the ground to promote the implementation of human sea tactics team slowly simmering method has been cut off from the possibility of success. Health wine dealers need to follow the trend of the times, seize the opportunity to change the previous sales model, and quickly occupy the market.

Fourth, the function of further segmentation.

Part III Health Wine Industry Research Report

With the rapid development of the social economy and the continuous improvement of the living standard, people's awareness of health care has gradually increased. As a segmented product in the alcohol market, health care wine will be sought after by the market for its nourishing and strengthening effects, and market competition will inevitably intensify. This development trend also provides a breakthrough for the liquor industry in the period of industrial adjustment and a point of strength.

After years of development, correction and upgrading, China's health wine brand concentration is also increasingly apparent, China's health wine industry is entering a new stage of development. Driven by the rapid development of the industry, the health care wine market is characterized by the emergence of new players. From the earliest Fenjiu to the current Moutai, Wuliangye, Luzhou Laojiao, Yanghe, have entered the field. It is foreseeable that the future of the health care wine market is bright.

Strong momentum in the development of health care wine

Statistics show that, since 2012, more and more liquor companies to devote themselves to the health care wine industry, and at present there are 5,000 health care wine enterprises in the country ****. The overall improvement of the industry has brought opportunities for the development of industry leading enterprises.

At the 2017 (First) China Health Wine Market Summit Forum, Wang Qi, Executive Vice President of the China Wine Industry Association, said that the overall trend of the wine industry in 2017 is stable and progressive, in which the development of health care wine and fruit wine is good.

According to Wang Qi, in 2017, China's scale enterprises in the field of health wine *** counted 196, with only 8 losses. "From January to December 2017, other wine enterprises above the size of the cumulative sales revenue of 32.872 billion yuan, an increase of 18.37% compared with the same period last year, profit and tax *** counted 4.6 billion yuan, and the tax paid increased by 16%." Wang Qi cited data to illustrate.

He said that in 2017, other wines had the fastest growth rate and the lowest number of loss-making enterprises. This shows that people's awareness of great health consumption is increasing, and the concept of health and wellness wine is gaining popularity. At the same time, enterprises producing fruit wine and health wine are also expanding, and many large enterprises that did not make health wine in the past are starting to step into this field.

And from the relevant data, health and wellness wine is the fastest growing type of wine in China, with huge room for growth. Just in terms of health care wine, in 2001, China's health care wine industry is only about 800 million yuan; in 2006, its size exceeded 5 billion yuan; in 2008, exceeded 10 billion yuan mark; and in 20XX, the size of the national health care wine market has increased to about 22.99 billion yuan.

Tian Zhuopeng, executive vice general manager of Beijing Zhengyitang Marketing Consulting Co., Ltd, believes that, at present, health, health care, health care wine industry has entered a period of scale development with a strong momentum of development, and its large categories have entered the "savage growth" of the outbreak of the period. In the next few years, this explosive growth will be in the consumer health demand growth and industry standardization under the dual role of high growth inertia.

Health consumption demand boosts the development of health wine

According to the China Health and Wellness Big Data Report, China's health and wellness market has exceeded one trillion yuan, with an average of more than 1,000 yuan spent annually by each urban resident on health and wellness. Moreover, more and more young people are beginning to pay attention to health care, and the group aged 18 to 35 years old occupies 80%.

The 2017 China Health Wine Market Research and Development Prospect Forecast Report points out that: China's health care wine industry is developing rapidly, and it is growing rapidly at an annual growth rate of 30% in recent years.

Moreover, with the advent of the era of big health consumption, people's demand for health of consumption is more and more vigorous. Under the support of high consumption level, the way of pursuing health is also diversified. As a daily consumer product with health benefits, health care wine is also gradually integrated into people's lives.

In addition, with the aging of China's society, the health care industry has ushered in a good opportunity for development. According to the National Health and Family Planning Commission's statistical forecast, by 2020, China's elderly population over the age of 65 will reach 242 million, accounting for 12% of the total population. The aging of Chinese society will catalyze China's large health, wellness, and wellness industry, in which wellness wine will also take advantage of the development.

Therefore, in the context of the aging of Chinese society and the big health industry being formed, many people see the business opportunities of health care wine and it has become a hot topic of discussion in the industry at the moment.

At the same time, with the improvement of the quality of life, people's habit of drinking alcohol has changed from pure pleasure to the pursuit of health, and from the pursuit of health to the pursuit of health. Therefore, the health care wine with health care function will be developed rapidly.

Moreover, affected by the national policy and social environment, the liquor industry has been in a period of deep adjustment in recent years. In addition to the gradual recovery of the high-end liquor market this year, the industry is still not out of the adjustment period.

Therefore, some industry sources believe that the liquor industry is now in a period of deep adjustment, which is the time for the development of health care wine industry. It is understood that the average growth rate of the health care wine industry in the past three years more than 20%, coupled with more manufacturers to diversify the development of wine as an important point of corporate growth, in people's health needs, life needs and the arrival of the aging society under the conditions of the health care wine industry will have more and more manufacturers to participate in the *** with bigger and stronger this industry "cake! "

The future of the market will be more and more manufacturers to participate in the industry.

The future market may exceed 50 billion yuan

In terms of health care wine industry, the rapid development in recent years, the current domestic health care wine market size has exceeded 20 billion yuan, and shows growth. With the increase in consumer demand for health care and the implementation of industry standards, the health care wine market space will be further expanded. Therefore, Mr. Yang Guang, Chairman of Beijing Zhengyitang Marketing Consulting Co., Ltd. said that the high-speed growth trend of the health care wine industry will definitely be continued.

According to the planning of the State Council's Opinions on Promoting the Development of Health Service Industry, the health service industry will become one of the three pillar industries in China in the future, and by 2020, the big health industry will reach a scale of 10 trillion yuan.

According to the White Paper on the Development of Health Wine in China, it is predicted that the market size of health wine will reach 50 billion yuan in the next five years, with a compound annual growth rate of about 15%. Therefore, health care wine will also become the fourth largest liquor in the domestic liquor market after liquor, beer and wine.

However, at present, there is a mixed situation in the health care wine market, and the quality is uneven. Industry insiders say that enterprises entering the health care wine market must have high-value products and large enterprises with strength in order to make a difference.

In recent years, in the case of escalating health consumption and industry market confusion, Moutai, Wuliangye, Luzhou Laojiao, Fenjiu and other famous wine companies began to scramble to layout, leading the development of health care wine trend.

Among them, especially the adjustment of the leadership team members of Wuliangye Group Health Wine Company, Wuliangye Health Wine Company has successfully attracted people's attention. Industry insiders agree that this is a major initiative of Wuliangye Group to increase the size of health care wine. It is understood that since 20XX, Wuliangye Health Wine Company has upgraded and adjusted its original products to make them more in line with the market development trend and have more market affinity. As for Wuliangye, it has inherent unique advantages in launching health care wine. It can be said that the strong influence of Wuliangye brand and its excellent product quality is the foundation of this unique advantage.