Change the way of thinking to solve the management problems of wineries

Why do wine companies invest so much and their output is low? Why are wine people very dedicated, very hardworking, and still very difficult? Why are the annual sales of many wineries with an investment of tens of millions or even hundreds of millions less than 1/10 of the investment?

A friend who has been in the business for many years said that wine is "fun", but it can't make money, and it is difficult to develop without certain accumulation and the support of other industries

The global wine market is becoming saturated, and domestic wine companies must be based on the domestic market.

The basic components of the investment winery include vineyards, production workshops, the main building of the winery and cultural tourism projects

How to expand the output value of the winery or how to make real estate investment create more benefits is a problem that winery operators should think about

Industry scale According to the survey results of the white paper on China's wine market released in April 2020, the sales of wine in China is about 10 billion yuan, and the industry scale of liquor is 560 billion yuan in the same period.

In the future, the scale of wine should gradually expand.

Brand Cognition and Pricing The more famous a liquor brand is, the more expensive it is, while the price of red wine seems to have little to do with brand awareness

How to position and price one's own products is the key for wineries to participate in market competition

The operation of most wineries focuses on production and less on marketing, which is reflected in the feeling of success when the winery is built.

The wineries around the city and with high-quality tourism resources should actively create winery-themed projects, such as grape picking, winery visits, winery cultural tourism, etc.

　　The disadvantages of Chinese wine products are in three aspects: first, the high cost of wine production, high land, tax and cultivation costs, compared with foreign wines, the competitive advantages of low-end wines are not obvious; second, the quality and brand of high-end wines And there is no outstanding advantage in cost performance

　　What kind of products should the winery produce? The serious homogeneity of existing products is one problem, and the inability to fully meet the needs of consumers is another problem

　　Development of new products At present, the products of each winery are mainly dry white and dry red.

　　Develop non-alcoholic wine and grape juice products for non-alcoholic people, business and official reception; develop low-alcohol sparkling wine for young groups; develop ice wine, fortified wine and other products for sweet wine customers

　　Developing Derivative Products The winery itself consists of vineyards, wineries and manor-themed buildings, but most of the winery products only have the winery's products - wine, there are no vineyard products, and no winery derivative products.

　　Shaanxi Normal University Western Fruit High Value Utilizes the "Grape Full Utilization Technology" developed by the Engineering Center of the Ministry of Education to develop a variety of products from grapes, including wine series: specialty wine, sparkling wine and non-alcoholic wine; fruit juice series: NFC grape juice and sparkling juice; grape tea series; grape cake series; grape seed extract and grape seed oil,

　　To reduce the cost of middle and low-end wine products, it is necessary to control the cost at the planting end, realize mechanized operation, and reduce labor costs
.
Taking the non-buried and cold-proof areas in Shaanxi as an example, before the mechanized operation was realized, about 1,500 yuan was invested in labor per mu.
Through the mechanization of weeding, spraying, pruning and other processes, techniques were optimized for wiping buds, tying vines, pulling nets, and picking.
, the labor per mu is reduced to about 500 yuan
.
In China's Xinjiang, Gansu, Ningxia and other production areas, grapes need to be buried in the soil to prevent cold, and the cost is relatively high, and the cost needs to be reduced in the subsequent cultivation management
.

　　In addition, through the development of wine processing by-products, the overall cost of wine is reduced
.
At the same time of making wine, the grape skins and seeds are used for high value, and new products that meet the needs of consumers are developed, which not only achieves new profit growth points, but also reduces waste emissions
.

　　Using new technology and technology to improve wine quality Wine quality is affected by the quality of raw materials on the one hand, and processing technology on the other hand
.
Each winery should gradually improve the technical level of wine, including the application of new processes and technologies, the use of auxiliary materials,
etc.
In recent years, the application of cold maceration technology, flotation technology and aging technology has greatly improved the quality of wine
.
The use of high-quality Saccharomyces cerevisiae, tannins and enzymes and other excipients is also maturing
.
The application of new technology not only enhances the aroma and flavor of wine, but also makes wine more stable
.

　　Eight tips for winery business

　　First, the grapes are good and the wine is good; second, the wine price positioning and customer positioning must be accurate; the third is to increase sales, but it can be profitable but not without running water; fourth, enrich the winery's products, including wine derivatives; fifth, no Brands are OEMs and supply chains; sixth, qualified wineries carry out cultural tourism projects and other tertiary industries; seventh, self-build or cooperatively build urban wine cellars to build a bridge between wineries and consumers; eight is to actively develop Internet Economy, Internet celebrity economy, make the winery or the owner a high-traffic IP, and promote the reputation and sales of the winery
.

(Wang Xiaoyu, Ph.
D.
, Engineering Center, Ministry of Education, Ministry of Education, Shaanxi Normal University)

　Responsible editor: Wang Jinchen Review: Ouyang Meihua