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A friend who has been in the business for many years said that wine is very fun, but it does not make money.
According to the actual demand and capital situation, for wineries with strong traffic and financial strength, the iconic winery buildings play an important role in enhancing the overall image and brand awareness
In addition, most wineries put more emphasis on production and less on marketing, thinking that the establishment of the winery is done
How is the winery positioned? How is the market positioned? How is the product positioned? How is the price positioned? An important question to think about to become a winery operator
In terms of operation, 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.
In terms of price, how to do a good job in product positioning and product pricing is the key for wineries to participate in market competition
In terms of products, a medium-scale winery with basically mature conditions, after years of accumulation and publicity, the number of people visiting the winery every year will not be less than 200,000
One is to develop new products
The second is to develop derivative products
The third is to reduce costs
Fourth, the use of new technology and technology to improve wine quality
The management strategies of Chinese wineries are summarized as follows: first, good grapes and good wine; second, wine prices and consumer positioning must be accurate; third, to increase sales, it is not necessary to make money but not without running water; fourth, to enrich the winery’s products , including wine derivatives; Fifth, there is no brand that can be considered as OEM and supply chain; sixth, qualified wineries carry out cultural tourism projects and other tertiary industries; The bridge between consumers; eight is to actively develop the Internet economy and the Internet celebrity economy, and build the winery or the owner into a high-traffic IP to enhance the reputation of the winery
(The author is Associate Professor Wang Xiaoyu, School of Food Science, Shaanxi Normal University)
"China Food News" (September 20, 2021 04 edition)
(Editor-in-charge: Gu Yufei)
