Recently, the Ministry of Commerce issued an announcement announcing that it would conduct an anti-dumping investigation on imported brandy originating in containers of less than 200 liters originating in the European Union.
This is not good news for brandy originating in the European Union. Through years of accumulation, the domestic brandy market, dominated by French cognac, has reached a share of 10 billion.
How will the investigation be carried out in the end? Where will the brandy market go? Will domestic brandy find new opportunities in the midst of cutthroat competition?
01
What is the current pattern of China's brandy market?
At present, China's brandy has a market of 10 billion yuan, dominated by imported brandy represented by France, and the share of domestic brandy is less than 10%.
Compared with other types of alcohol, in terms of wine categories, imported wine and domestic wine show a "dichotomy of the world", in the beer category, Chinese beer brands are far ahead of foreign brands, but for a long time, the Chinese brandy market is the "dominant" situation of imported brandy.
Industry insiders pointed out that these brandy international brands and wine companies have accurate growth assessment criteria for market layout. The relocation of the global industrial chain has injected new economic vitality into China, boosted economic growth, increased household income, and stimulated the upgrading of consumer demand. Together, this set of factors has created decades-long growth space for imported brandy, thus shaping the current brandy market landscape.
And will this incident provide an opportunity for the development of domestic brandy that has missed the development window period before?
In recent years, as the Chinese brandy market has become more mature and consumer demand has become more and more diverse, the market pattern has also played a subtle role.
From the perspective of brand competition, the brandy in the Chinese market is mainly divided into the "import camp" represented by the "three oceans", and the "domestic camp" composed of Changyu Keya, star brandy and some brands in Xinjiang and Shandong. However, in terms of market share, the import camp is currently far larger than the domestic camp.
From the perspective of regional consumption pattern, the consumer market of Chinese brandy shows obvious regional characteristics. Guangdong, Fujian and other coastal areas, as the main consumer market, have a solid position. At the same time, Shandong, Hebei, Heilongjiang and other places have gradually emerged as emerging markets for brandy consumption.
In terms of consumer demand, consumers' awareness of brandy is also increasing, from pure high-end alcohol consumption to diversified needs such as culture, taste and social interaction.
In this context, China's brandy market is showing a trend of diversification, in addition to the traditional cognac, Armagnac and other categories, domestic brandy manufacturers are also actively developing new product lines, and the domestic brandy represented by Changyu Keya has shown a relatively strong competitiveness in the market.
02
Keya, the leader of Chinese brandy
As the first bottle of brandy in China, Keya was born in 1914 and has a profound historical origin and rich cultural connotation after a hundred years.
In 2019, Keya Winery was completed, which not only fills the gap of professional brandy wineries in China and even Asia, but also serves as a bright business card of China's high-end brandy.
Keya has always adhered to the traditional Chinese brewing process, and combined with modern technology to continue to innovate. In the brandy market, the Keya brand has won wide recognition from consumers for its unique brewing process and excellent quality. In recent years, the Keya brand has shown its strong strength and potential.
At the product level, Keya has always adhered to brand leadership, enhanced brand height, and strengthened value recognition. Focusing on the "high-end" strategy, we launched the layout of Keya brandy series products, improved the product system from sub-high-end to ultra-high-end, and continuously improved its high-end brand value. By focusing on product portfolio promotion and other measures, we will promote the burst of brand value of Keya brandy.
At the quality level, adhere to the quality foundation, consolidate the quality foundation, always adhere to long-termism, focus on quality, technical support, adhere to high quality as the core, each product is a work of ingenuity. As a representative of China's high-end brandy, on the basis of inheriting the traditional Chinese brewing skills, Zhang Baochun, the chief winemaker of China's brandy, led the team to create 9 national patented technologies such as "double yeast temperature-controlled fermentation method" and more than 100 technological innovations, giving the product Chinese standards and Chinese characteristics, and perfectly demonstrating the product concept of "Chinese terroir, Changyu taste, and international quality".
At the brand level, we insist on taking Chinese culture as the core and promote culture to empower brands. From the cultural experience hall to the tasting meeting, Keya combines traditional culture with Keya brand culture to continuously enrich the cultural connotation of Keya brandy.
At the level of manufacturer relations, we continue to strengthen the development concept of co-creation, sharing, symbiosis and win-win, and always adhere to the model of "manufacturer co-construction" and "business support and support", so as to benefit business.
At the market level, it has deeply cultivated South China, East China, Northeast China and other provinces, and gradually laid out the national market. In terms of channels, we will expand the existing circle channels, increase efforts to group buying, high-end catering and other channels, and accelerate the joint promotion of multi-channel operation models.
At the education level, Keya Brandy Academy was established as a high-end education IP, committed to shaping the highland of brandy education in China. Through multi-dimensional efforts, such as cultivating professional talents, promoting technological innovation, promoting brand building, building a communication platform and leading the dissemination of brandy culture, it has provided solid support for the prosperity of China's brandy industry.
As the leader of domestic brandy, Keya brandy has shown outstanding strength and potential to lead the development of the industry in terms of products, brands, channels, markets and education.
03
Will Chinese brandy dominate the market in the future?
Having said that, if the anti-dumping of EU brandy is established this time, will it give domestic brandy a huge space for development?
Some people in the industry said that domestic brandy currently has a certain market share in the country, with the improvement of the entire brandy consumer market cultivation and the improvement of recognition, the momentum of domestic brandy is good. At the same time, under the influence of this incident, domestic brandy may be able to take this opportunity to improve quality, innovate marketing strategies and expand market share.
There are also senior experts who have analyzed that imported brandy has been developing in the Chinese market for many years, and its consumption genes and market recognition are very high. But for domestic brandy, it is indeed an opportunity to expand its market share. In the future, domestic brandy represented by Changyu Keya may become an important pole in the Chinese brandy market. The Chinese brandy market will change the competitive pattern of "one dominant" and present a situation of a hundred flowers blooming.
However, domestic brandy has not formed a strong potential energy at present, and in this window period, it needs a leading strength brand to gradually break the situation.
We have reason to believe that with the continuous release of the opportunities of the times and the potential of the brand, as the creator and leader of China's brandy, Keya will continue to improve product quality, strengthen brand building, establish brand image, strengthen cultural communication and other measures, while Keya will also actively promote the healthy development of the entire domestic brandy industry and grow together with domestic brandy.