COFCO accelerates structural upgrading of wine products

Recently, Chi Fangtao, vice president of COFCO Group, disclosed that although its Great Wall Wines ranks first in the nation in sales volume in 2010, profits are not the first, so the company will increase investment in the development and promotion of mid-to-high-end wines. It is hoped that the proportion of its medium-to-high-end wines will increase to 50% within 3 years. This opened the prelude to COFCO accelerating the structural upgrading of wine products.

Why do you force high-end wine market?

Statistics show that since the end of 2009, the price of foreign high-end wines has generally risen by 40%. A bottle of France's "Little Raffi" produced in 2007 was about 1,000 yuan in 2009, and by June 2010, the market price had soared to 2,500 yuan. In 2010, the overall sales volume of domestic Supermarket wines fell compared to the same period of last year. The sales volume decreased mainly for mid- to low-end products, while the sales of mid-to-high end products for 100 yuan/bottle to 200 yuan/bottle and 200 yuan/bottle or more remained at 10.8% and 19.6%. The year-on-year increase.

Chi Jingtao, vice president of COFCO Group, said: “China became the eighth largest wine consumer country and the tenth largest wine producer in 2010. In the future, China will present three major regions: globalization of production resources, localization of wine culture, and high-end consumption. "Tendency." This means that it takes up high-end wine to earn future money.

"Global Winery Group" layout is also for entering high-end wine

At present, the Great Wall relies on 40-degree latitude grape gold growth belts in China, covering Shacheng, Changli, Penglai, Helan Mountain in Ningxia, and Tianshan Mountain in Xinjiang. It is represented by Sanggan Winery, Huaxia Winery, and Zhongding Junding Winery. The group of domestic wineries; overseas, the Great Wall has successfully acquired the world-famous wineries of Chile and France, and brought global high-quality resources into the bag. This year, the company will also complete the acquisition of large-scale wineries in the US and Australia. , The formation of a selection of wineries from globally selected regions, and the construction of a selection of production areas across the old camps of Three Worlds, New World, and Eastern World, becoming China’s first to build a new wine across the Old World and the East. The world's "global winery group" pattern of wine companies.

In addition to the COFCO liquor industry, in the face of a strong offensive against imported wines, other domestic wine companies that focus on the mid-to-low-end market have also been active, actively developing mid-to-high-end products, and responding to the impact of imported wines. Changyu actively deployed six high-quality production areas in the country, and at the same time accelerated the pace of internationalization, and strategic cooperation with foreign wineries; Dynasty wine industry also launched the acquisition plan, investing heavily in the search for foreign vineyards.

At present, the Chinese wine industry has a very good momentum of development. The demand for medium-to-high-end wines is growing very rapidly. With the popularization of domestic wine consumption and the increase in spending power, the concept of wine producing areas and high-quality raw materials have become new directions for the development of the wine industry. It has become the consensus of the industry that wines have improved the quality of products and promoted the upgrading of product structure to mid-to-high end routes.