wine king: PETRUS (France)

People usually call it Patus, and I have seen a more outrageous name-"The Beatles". (French pronunciation is bai-te-hu-si). The luxury of this wine lies in the fact that the winery ranks first among the eight famous villages in Bordeaux. It is the king of wine with the best quality and the most expensive price in Bordeaux at present, and it is quite king-like, and many movie stars like to collect it.

price: over 1, yuan

President's love: HAUTBRION (France)

The Chinese name of this wine is so charming, "Beauty Face" (French pronunciation is ou-be-hi-yong). As a high-quality product of the traditional eight famous villages, it has become the favorite of Thomas Jefferson, one of the founding fathers of the United States and the second president of the United States, more than 2 years ago. The price is also high.

Price: about 3,-4, yuan

Beautiful and irresistible: MOUTON ROTHSCHILD (France) (French pronunciation is mu-tong, hao-si-shi-ao-de)

This wine belongs to the well-known "Wudang Red", but the level is higher, which is called by Hong Kong people. "Wudang" is a transliteration, which has nothing to do with Wudang Mountain in China. Every year, this brand of wine chooses a painting as its cover, which happens to be a beautiful sketch of a naked woman. (The year of 29 is unknown)

Price: above 1 yuan

Young: GASTONRENA (France) (French pronunciation is ga-si-dong-he-na)

Usually, I feel that French things are more solemn, but I didn't expect that there would be such young red wine. This "Gaston" is also one of the famous Bordeaux wines.

the price is more than 1 yuan.

The legendary "hero": BATEAU (France) (French pronunciation is ba-dou)

In Chinese, it is the famous "Dragon Boat", which was brewed by a heroic general in Napoleon's time. This general was Napoleon's right-hand man, invincible, and made great contributions to Napoleon. However, his leg was broken in a war. So, the general asked Napoleon to grant him a piece of land and let him brew the best red wine in the world for Napoleon. As a result, the general really brewed excellent red wine. However, he always missed the days of fighting with the soldiers, and his soldiers also missed the old general. Every time a soldier's ship passes the sea off the general's winery, he salutes him on the ship, but the ship is far from the land. In order to make the general see clearly, the soldiers come up with a method: lowering the sail by half, hanging it from the angle of military salute, and then slowly crossing the sea. When the general learned about this, he was very moved, so he made the sail that was lowered by half into the label of red wine. Since then, the "Dragon Boat" has spread all over the world together with the famous label.

price: about 2 yuan

The legendary "big family": TAYLORS (South Australia)

Let's call it "Thales", which is the best-selling red wine in Australia. The winery is a well-known local family with its own large vineyard, and all the grapes are produced by itself. In order to ensure the quality, the winery has not been expanded for many years. Because many seahorse fossils were found when the manor was first reclaimed, the seahorse became the symbol of the winery, and now it is the third generation operator of the winery, so there are three seahorses, and if it is passed on to the fourth generation, the symbol will be changed to four seahorses.

Price: just around 15 yuan

Tomorrow's Star: FRANKLAND (Western Australia)

Fu Lin is a rising star among famous Australian villages and is praised as a tomorrow's star by robert parker, the world's most famous wine critic. Fu Lin's goal is to brew the world's top famous wines. Their grapes are all picked by hand, and every brewing process is careful. This model's "Sui Lexian" is also cheap.

price: about 18 yuan

No.1 in the United States: CAYMUS (United States)

Napa Valley, California, USA is the best top wine producing area in the United States, where many wineries with the highest quality are gathered in the United States and even the world. The red wine here is rich and sweet, profound and bold, and it is the leading product of the "new force" of red wine.

foreign wine brand name

French:

Chateau Lafite Rothschild, 1987)

Rothschild-Selected Bordeaux Rouge Reserve Speciale A.O.C. 1997

Beaujolals Villages

Chateau Saint-Estéve.

Chateau Saint-Germain)

Calvet Premiè re Pinot Noir

Rhone Red (C? tes du Rh? Ne)

Coste Blanche

Chateau Clement Termes

beaujolais

Fleuron

Lemony La

Vieilles Vignes.

Italian:

grass-woven chianchou (Cecchi Chianti D.O.C.G 1998)

Chianti Classic Coltibuono

Cetamura Chianti Coltibuono

Brunello di Montalcino

Col-di-Sason

Bardolino.

Masi Policella

Spanish:

Sangre de Tore

Tres Torres

Crown Cabernet Sauvignon

Vina Esmeralda.

German:

Raw's retired Shiraz Cabernet Sauvignon

Lindemans Cawarra Shiraz Cabernet.

California's:

Robert Mondavi's selection of Nape Valley Reserve Cabernet Sauvignon

Aoweng-Opus One, 1996)

Woodbridge Zinfandel

Coastal Zinfandel

Concannon petite Sirah

Coastal Sauvignon Blanc.

Bersano Barberes Co

Domestic brands

1. "Legendary quality, a century of prosperity"-the most clear wine brand, but the brand is suspected of aging, so it should be updated from the perspective of legend, such as "updating the legendary concept from the perspective of achievement quality and romantic quality". The role of Castel Winery is only to make a wedding dress for Castel to establish its popularity in China, but it has not made Changyu get much expected return. In the face of the malicious low-price attack of competing products, Cabernet, which was built with 29 million yuan, also lost its original intention of making Cabernet upscale. The above two items are considered to be two major failures of Changyu's success in the past century.

2. "Authentic good wine, natural spirit"-hawking advertisement, does not clearly convey differentiated demands, and lacks sufficient print media communication, so it is difficult for consumers to know what they are talking about. After the integration, the Great Wall faces the double losses caused by the dealer network and the simplification of duplicate products, but it also gives second-tier manufacturers a good development opportunity. On the one hand, learning the Great Wall is OEM's licensing processing, on the other hand, it is an excellent performance in terminal construction.

3. "The dynasty of wine, the wine of dynasty"-a potentially dangerous brand, with no clear brand positioning and product demands, empty advertising slogans for 2 years, no innovation in marketing, conformism and poor development of new products, has been closely watched by second-tier brands and is the most likely brand to quit the top three. Sales are too dependent on East China, which can be described as a crisis. From the perspective of visual symbol management, the dynasty was successful, and the memory of the red grape manor has been widely recognized by consumers. However, the ancient office buildings of the dynasty frequently appeared in CCTV weather forecast, but people could not find the feeling of "dynasty" at all.

4. "Weilong dry red wine" is already the sales volume of the old four in the industry, and at the same time, we have to accept the view that consumers think it is the representative of low-end red wine. Vigorously develop low-end red wine, so that enterprises can quickly scale up and complete the original accumulation of enterprises, but consumers seem to have no other concepts except remembering that Weilong wine is cheap. Weilong dry red wine won the title of national famous brand for four years in a row, and was recognized by China Consumers Association as the only recommended brand in the domestic wine industry, but it is difficult to be used as an effective reason for promoting wine products. Therefore, the effect of celebrity advertising in Pu Cunxin is also greatly reduced. Now, faced with the situation that the country began to cancel semi-juice wine, it is time to make a brand and upgrade the grade.

5. "Grape hometown, sunshine all the year round"-after a new day of hard exploration, I finally found my own dominant position, and I was also talking about the origin, but the statement was much better than that of the Great Wall, and consumers could easily identify with and understand the demand of "grape hometown produces good wine". 14 yuan dry red in Xintian is, on the surface, a success. However, I'm afraid only I know how much sacrifice Xintian will make. In the process of accounting, it is difficult to understand where the national tax, long-distance freight, high entry fees, personnel salaries, advertising expenses, and especially the profits of dealers all come from.

6. "Yunnan people drink Yunnan Nanhong", "Yunnan has bid farewell to the era when there was no famous wine of its own" —— Yunnan Nanhong quickly gained a foothold in Yunnan with its unique culture and product formula, and then, taking advantage of the topography of Yunnan-Guizhou Plateau, it poured down, conquering Guizhou, entering Guangdong-Guangxi, flattening Sichuan and entering Hunan, and then relying on "wine for Diaoyutai State Banquet", it wanted to send troops north, which was also called the top gun. In addition to the high initial product price and large market operation space, another reason why Yunnan Red can be sold nationwide is the wide recognition of "Yunnan customs culture" in the whole country. After all, red wine is a romantic, legendary and fashionable scene experience consumer product, and Yunnan style has all the consumer recognition of appeal. Throughout the country, there are only three or two places where local concept red wine can be produced and marketed nationwide. However, we also see that Yunnan Red has a long way to go to become a national brand with the transparent price, thin profit, unfavorable new product development and discomfort in marketing the national taste.

7. "Effective communication, dry impression"-dry impression, a brand that became famous in less than a year, takes a "road of experiencing consumption" in brand positioning. The 85 brand, the impression of joining has its own brand, making red wine as popular as beer, tetra pak red wine, beer bottles of red wine, and joining hands with Xintian to create China red wine carrier, and the news is flying all over the sky, which can be regarded as a master of brand awareness. But look calmly, is there any sales-oriented enterprise that can revitalize the market by hype alone?

8. "Tonghua Dry Red", one of the oldest wine enterprises, was founded by Japanese Muxiaxi in 1937. But apart from Wu Dawei, a refreshing mountain wine, consumers have little impression. Because 7% of its categories are related to wild grapes and sweet wine, Tonghua will face great pressure to survive in the face of china alcoholic drinks industry association's decision to cancel semi-juice wine. The image of mountain wine has greatly hurt the brand of Tonghua. How to let consumers know that Tonghua is not the same as Tonghua will also be a major problem for enterprises. At the same time, it is equally important to give enterprises a clear positioning and tell consumers who I am and what characteristics I have.

9. The dragon emblem is dry red-from "European customs, the dragon emblem is fully expressed" to "the way for successful people to enjoy it", and today "the dragon emblem is the supreme choice". Dragon emblem dry red has always taken the high-end route. Founded in 191, this enterprise has cooperated with Pernod Ricard Group, the third largest brewing company in the world, for 15 years. Although it has fallen out of the top ten in domestic sales, it still has an enviable special sales channel. That is, the domestic four-and five-star hotels occupy the first place, and among the high-end Asian restaurants in Europe, the Asian wine occupies the first place. Its export volume accounts for 12.5% of the country's total wine exports, while the export volume accounts for 23.6% of the country's total wine exports. In 21, the APEC meeting in Shanghai designated Longhui as the designated banquet wine. Such enterprises are not without differentiated propaganda points, but the total amount of communication is not enough to let more consumers know the advantages of enterprises. In addition, Dragon Emblem Company has become the general agent of Hardy series products of Constellation Hardy Company, the largest wine company in the world, in China. It is believed that dragon Emblem products that put down aristocratic airs and increase investment in brand promotion will have a new development.

1. "Shangri-La of the world"-Tibetan secret is not wine originally, but the mysterious culture of Shangri-La, which sells the invincible legend of Meili Snow Mountain, the pure Millennium melting water of ice and snow used by Tibetan secret, and people's yearning for ideal life. Before it was acquired by Jinliufu, Shangri-La-Zangmi lacked sales channels and networks. After entering the network of Jinliufu's 2 dealers and tens of thousands of powerful terminal stores, I believe the situation will be greatly improved. The biggest bottleneck in the development of Tibetan secrets is: "fundamentally, she is not wine." Therefore, people who have long-term red wine consumption habits don't like her, but people who have no red wine consumption experience appreciate her very much, and the fresh and unique taste of a girl in a snowy area like highland barley. How to solve the identification of mature wine consumers with Shangri-La-Tibetan Secret will be an important development topic.

In addition, concentrate on technology and settle in East China in Qingdao; Rong Chen, the first to invest in the construction of manor; Hong Kong Liang Group, which has rich marketing experience and entered with huge investment; The liquor giant brand extends out of Maotai and Gujing Dry Red; Xixia King, Loulan, Western Regions and Mogao of the Western Legion; Everyone has a heart for the world and wants to compete in the Central Plains.