文丨酒业家团队(ID:jiuyejia360)
Planning丨Qu Yang Editor丨Yifan Editor丨Yunding
There has never been a period in the liquor industry that calls for the power of innovation as much as it does today. New channels, new products, new aesthetics, and new equipment are reconstructing the value chain of China's wine industry, and the development of China's wine industry has entered a new era.
In the new era, new challenges and new opportunities, how to solve the "epochal" problem and achieve victory in the new stage of intensified brand competition, so as to obtain the development dividend of the new era of the wine industry?
01
Win the new era of wine industry, why come to China Wine & Spirits Exhibition?
According to the latest data released by the China Liquor Industry Association a few days ago, in 2023, the total output of the national liquor industry will be 6.29 million kiloliters, a year-on-year decrease of 5.1%, the sales revenue will be 756.3 billion yuan, an increase of 9.7% year-on-year, and the total profit will be 232.8 billion yuan, a year-on-year increase of 7.5%.
In this set of data, the output of liquor has been declining for many years, and the growth rate of sales revenue and profit of liquor is also lower than double digits for the first time in recent years, in particular, the growth rate of profit is lower than the growth rate of sales revenue for the first time in recent years.
From these trends, it can also be seen that the liquor industry has entered the era of brand competition and stock competition, and the "era" problem of liquor will exist for a long time, especially for brands that lack core competitive barriers, which will be more prominent.
And in the midst of the challenges, there are also huge new opportunities. With the change of consumer groups, the comprehensive rise of wine industry aesthetics, and the change of dealer group structure, it is also an opportunity period and window period for county and municipal dealers to replace products and optimize agent product lines.
With such a mission of the times, from June 28 to June 30, 2024, the 12th (Jinan) China High-end Wine Exhibition with the theme of "New Channels, New Products, New Aesthetics, and New Equipment" will be held at Shandong International Convention and Exhibition Center. The wine industry learned from the organizing committee that this year's China Wine & Spirits Exhibition, the exhibition area will reach 110,000 square meters, there will be 12 major wine categories exhibition area will bring together more than 1,600 exhibitors, and it is expected that more than 50,000 professional dealers and buyers will be present.
In the era of "exhibition involution", for many wine brands and enterprises, especially small and medium-sized brands and enterprises with strong investment needs, they are "exhausted" by participating in the exhibition every year but have little gain, which invisibly increases the operating costs of wine companies and brands, and more importantly, they also miss the "golden period" of investment and layout of the brand market.
Founded in 2017, China Wine & Spirits Exhibition has the dual identity endorsement of the head industry media wine industry and the China Non-staple Food Circulation Association, after the successful holding of 11 consecutive exhibitions in the past 8 years, China Wine & Spirits Exhibition has also become a gathering place for new businesses in the wine industry, a necessary place for enterprises to lay out new channels and new markets, and a necessary platform for new products and growing wine brands to enter the main channel and the national market.
According to the survey data, in the 10th China Wine & Spirits Exhibition in 2023 and the 11th China Wine & Spirits Exhibition in 2024 (Guangzhou), the proportion of "new businesses" such as e-commerce and online channel providers, cross-border buyers, and wine chain merchants has shown a significant upward trend. In a sense, the "new business" represented by these is also the future power of China's wine industry channels and terminals.
02
Accurate docking and efficient transaction!
Let exhibitors invest less and return more
In the adjustment period of the industry, in the new era of the wine industry, what kind of exhibition do enterprises need? There is no doubt that for enterprises and brands, transaction is the last word. To become the exhibition with the highest professionalism and return on participation in the wine industry is also the goal of China Wine & Spirits Exhibition.
After nearly 10 years of development, China Wine & Spirits Exhibition also knows that only by strengthening delivery, doing a good job of docking, and making the effect of exhibitors more "certain" can the value of China Wine & Spirits Exhibition and exhibitors be realized in both directions. The wine industry has learned that in order to allow exhibitors to attract excellent businessmen, good businessmen, and large businessmen, as well as achieve high transactions, high returns, and high signing, the organizing committee of the China Wine & Spirits Exhibition has also introduced a number of measures to ensure that there is enough "business source" at the same time, so that exhibitors can meet more excellent businessmen on the platform of the China Wine & Spirits Exhibition.
As we all know, high-quality buyers are the guarantee of the effect of an exhibition, and it is also the best reward for exhibitors. In the 12th China Wine & Spirits Exhibition this year, the organizing committee will integrate channels, contacts and resources in an all-round way to ensure the entry of professional dealers and buyers, and provide guarantee for the exhibitors' participation and investment promotion effect.
For example, relying on the accumulation of resources of the wine industry as an industry media in the past 10 years, the database of more than one million dealer fans to make accurate invitations, and the establishment of a call center with a team of nearly 50 people to make telephone invitations to high-quality professional dealer buyers, and relying on the existing more than 200 enterprise WeChat communities to carry out refined and high-quality operations. In addition, in terms of promotion, the Organizing Committee of the China Wine & Spirits Exhibition has also invested more than 5 million yuan in brand promotion, and publicized the event in WeChat, Toutiao, Douyin, video account, ladder media and other multimedia.
In terms of offline, the China Wine & Spirits Exhibition has also established long-term strategic cooperative relations with nearly 100 provincial, municipal and county-level liquor circulation associations in the main sales areas of alcoholic products across the country, set up professional dealer purchasing groups, and set up a local promotion team to go to the front line of the market throughout the year to make one-on-one invitations to dealers with purchasing intentions and purchasing strength, especially the liquor circulation markets and trading companies in the surrounding provinces with Shandong as the center.
After years of word-of-mouth accumulation, the China Wine & Spirits Exhibition has also attracted the attention and participation of many industry dealers with its ultra-high-quality exhibitors and products. In order to ensure the quality and professionalism of the admission dealers, since the beginning of this year, the China Wine & Spirits Exhibition has also fully launched the ticket pre-registration and on-site payment mechanism, charging 49.9 yuan for the audience who did not pre-register in advance, and strengthening the qualification review of pre-registered visitors, and non-professional dealers will not give away tickets.
It is worth noting that, according to the data of the access control system, during the 11th (Guangzhou) China Wine & Spirits Exhibition in March this year, the number of professional buyers who spontaneously paid on the spot reached more than 2,000 under the background of only one hall size, providing guarantee for the investment effect of exhibitors.
Such measures have also brought excellent results to exhibitors in the exhibition and investment promotion. An exhibitor of a cutting-edge soy sauce wine brand revealed that during the 11th (Guangzhou) China Wine & Spirits Exhibition this year, the exhibitor's business staff were too busy, and the exhibition effect was particularly good, allowing more wine merchants to understand their brand and expecting to recruit more than 20 distributors.
"The boss of our company sat in the booth of the Spring Wine & Spirits Exhibition for 3 days, and every day there were customers looking for him to negotiate business. The relevant person in charge of a liquor manufacturer under a well-known enterprise in South China said that as a soy sauce wine brand that has risen and developed rapidly in recent years, this year is also the third consecutive year that the brand has participated in the China Wine Exhibition.
The person in charge of the exhibition of Guizhou Maoheng Distillery said that during the three days of this year's Guangzhou Wine & Spirits Exhibition, the tables and chairs for negotiation were constantly increased every day, and the flow of people on the booth was not interrupted, and the reception was very busy every day. There is also the vice president of a wine packaging material company said: "I am busy during the spring wine exhibition, and I have no time to eat lunch, and the location of the spring wine exhibition next year has been booked, and every China wine exhibition will be held!"
"The biggest advantage of the China Wine & Spirits Exhibition is the focus, this exhibition is very exquisite, the manufacturer docking is very accurate, and the dealer audience is very interested. The quality of the distributors of this China Wine & Spirits Exhibition has reached our ideal state, and the organization and control of the booth are very good, not reflecting a very messy state, and we are very much looking forward to our next cooperation. The person in charge of the exhibition of a liquor brand also gave such a high evaluation after participating in the China Wine & Spirits Exhibition for the first time.
The person in charge of a liquor company said that he originally thought that there would not be too many people in the spring wine exhibition, but he didn't expect the popularity to be so strong, and the manpower arranged was insufficient. ”
Some wine exhibitors also said that the platform of the China Wine & Spirits Exhibition has professional audiences, business exchanges, and exhibition effects, and their confidence in participating in the China Wine & Spirits Exhibition has been greatly boosted.
Word of mouth is the best brand. In the past 8 years, thousands of exhibitors of various categories and wine varieties have come to the China Wine & Spirits Exhibition, and they have gained a lot, and there are countless evaluations and recognitions such as these. Under the investment promotion effect of the 11th (Guangzhou) China Wine & Spirits Exhibition this year, many exhibitors also snapped up the booths of the 12th China Wine & Spirits Exhibition in Jinan in June this year and the 13th China Wine & Spirits Exhibition in February next year, with a comprehensive repurchase rate of about 80%.
In 2024, China's wine industry will enter a new era, and the China Wine & Spirits Exhibition will once again set sail and be comprehensively upgraded, guided by on-site investment and transactions, and is committed to bringing bigger, more and higher value returns to exhibitors. On June 28, the 12th (Jinan) China High-end Wine Exhibition will open in Jinan, inviting all wine brands and enterprises to share new opportunities and new dividends in the wine industry.
There are only more than 70 days left before the opening of the 12th (Jinan) China High-end Wine Exhibition, and high-quality booths are selling well. You can scan the QR code in the picture below for quick intention registration.