On December 27, the 2023 Wine Industry High-Quality Development Forum and Tencent News Wine Rhyme Forum were held in Beijing. Hosted by Tencent News and undertaken by Beijing Huanzhi Media, the forum focused on the profound changes in the wine industry under the new consumption cycle, gathered multiple authoritative forces, gained insight into the cutting-edge consumption vision, and explored the future of China's wine industry.
Ji Keliang, a wine industry leader, Wang Xinguo, President of China Liquor Circulation Association, Huang Yiping, Vice President of the National School of Development of Peking University and Director of the Digital Finance Research Center of Peking University, Hao Hongfeng, Chairman of Jiuxian Group, Zhang Chuanzong, Founder and CEO of Shijiufang, Liu Xu, Chairman of Yemaijiu, and other heavyweight guests gathered at the forum to carry out in-depth research around the new cycle, macro situation, iteration of consumption scenarios, and chain changes, so as to contribute wisdom and strength to the high-quality development of the wine industry in the new cycle.
He Yijin, head of Tencent News, revealed in his speech at the forum that in 2024, Tencent News will focus on building a wine rhyme channel, "We are more systematically paying attention to the industry dynamics, product innovation, changes in user structure and consumption behavior, as well as the cross-circle integration of wine culture, and look forward to building a bridge of communication between Tencent News users and the brand communication of wine companies, so as to help the wine industry usher in spring as soon as possible." ”
Through the cycle of resilient development.
Huang Yiping, Vice President of the National School of Development at Peking University.
2023 is regarded as a turning point and a year of differentiation in the new cycle of the wine industry. The cyclical and structural contradictions of the wine industry are intertwined, and the contradiction of total demand is prominent, showing the characteristics of market share concentration, white-hot brand competition, fierce competition, and large-scale development of production areas.
Huang Yiping, deputy dean of the National School of Development of Peking University and director of the Center for Digital Finance of Peking University, said after interpreting the macro trend that from a global perspective, the wine industry is the most important sector in the field of consumption, and consumption currently accounts for about 55% of China's GDP, which is 20 percentage points lower than the world average. He imagines that if China's consumption share gradually converges with the world average in the next 20 to 30 years, the annual consumption ratio of GDP will rise by 1 percentage point, coupled with the continuous growth of the economy and income, China's consumer goods market is likely to be the most encouraging story in the world.
But whether this story can be implemented depends on many things: including the intensification of macroeconomic policies in the short term to support consumption, and the need to solve some structural problems in the medium and long term, such as maintaining sustainable economic and urbanization growth, more reasonable and equitable distribution of income and wealth, and establishing a relatively complete social welfare system.
Returning to the wine industry, how to go through the cycle and develop resiliently?In the view of Ji Keliang, the former chairman of China Liquor and Moutai Group, the underlying logic of China's liquor industry has not changed. He said that China's liquor industry has a profound historical heritage and a wide range of consumer groups, and through the joint efforts of the industry and everyone, China's liquor industry will be able to usher in a better tomorrow.
Wang Xinguo, president of the China Liquor Circulation Association, echoed in his speech that the high-quality development of China's liquor industry should give full play to innovation and resilience. He emphasized the importance of innovation, Wang Xinguo said that under the new cycle, the wine industry is facing a new consumer group, consumer demand and consumption environment, no innovation and difficult to do, no innovation and unfavorable. "With the continuous progress and application of science and technology, the wine industry also needs to actively embrace new technologies and new processes, and improve production efficiency and product quality through the introduction of intelligent production equipment and technology;Through the use of Internet and big data technology, precision marketing and personalized services are realizedThrough cross-border cooperation and innovative business formats, we will expand business areas and market space.
The long slope and thick snow are steady and far-reaching.
Hao Hongfeng, chairman of Jiuxian Group.
Although the liquor industry is still affected by economic cycles, after many cycles, the liquor industry is still considered by the market to be a constant long-slope and thick snow track, with unique advantages.
In the first roundtable discussion of the "iteration of consumption scenes" to embrace the active change of change, Qin Shuyao, secretary general of the China Liquor Circulation Association, said that in the past few years, the liquor industry has seen a rise in volume and price, which itself is contrary to the objective law of development, but the industry has undergone three adjustments in the past 20 years, and after each adjustment, the industry will develop more healthily. Enterprises that can go through the cycle need to do brand and culture with heart, and grasp the product characteristics, and it is difficult for companies with speculative properties to cross.
Yang Guang, chairman of Beijing Zhengyitang Strategic Consulting Agency, further pointed out that resilient enterprises, enterprises with change and action have completed the adjustment in 2023, and 2024 and 2025 are the keys to a new round of cycle take-off.
Zhang Chuanzong, founder and CEO of Shijiufang, combined with practical experience, said, "2024 will be a year of differentiation, and a year of action for reform and innovation. “
In the roundtable session of the first chain change under the digitalization of "digital change", Xiao Huawei, CEO of Qurong Liquor, and Yan Kuiping, vice president of Eternal Asia Group Liquor Company, focused on the application and development trend of digital technology in the wine industry, and how to improve the efficiency of the chain, reduce costs and optimize the product structure through digital technology.
Hao Hongfeng, chairman of Jiuxian Group, believes that under the strong promotion of tens of billions of subsidies on the four major platforms, and the average subsidy of 10% for spirits, the proportion of online alcohol sales will reach 20% for the first time by the end of 2024, and e-commerce brand enterprises will gain new development, so he is full of expectations in 2024 in the traditional channels of the liquor industry, Internet brands, ** channels and other channels.
Liu Xu, chairman of Yemaijiu, agreed, pointing out that there are huge opportunities in any cycle. He said that in the next two to three years of adjustment period, many manufacturers may develop and will develop very quickly, and there will be many businesses that will become particularly large liquor circulation operators. "In this process, the entire industry should see the opportunity, grasp the opportunity, and then seize the tuyere period to make some timely adjustments, and finally achieve the phased goal, laying the foundation for the next rapid growth cycle. ”
In the roundtable session of "Friends of Time" long-termism to break through adversity, Yang Guang, deputy general manager of Extraordinary Lingyue, emphasized the importance of culture and values in the field of consumption. He said that with the increase of China's national strength and self-confidence, all aspects need Chinese brands to come forward to represent China's self-confidence, so whether it is the wine industry, shoes and clothing, or 3C, automobiles, the foundation of driving consumption is the identity of culture and values.
Boutique information Wine rhyme and fragrance.
He Yijin, head of Tencent News.
The news and wine industries may seem like two tracks, but in a sense, they also have something in common. He Yijin explained, "For example, Tencent News has always adhered to the high-quality route and wants to provide users with the best quality news content, which is the same as wineries to launch the best quality wine to wine lovers."Tencent News has also always adhered to long-termism, giving value to time and being a friend of time, which is the same as the need for good wine to inherit long-standing brewing skills. ”
In the speech of He Yijin, head of Tencent News, news and the bottom of the wine industry are closely related to each other. In terms of brand marketing, Tencent News and Tencent** also participated in it, witnessing a number of milestones in the marketing of liquor cross-border events. For example, Moutai and Luckin co-branded, Fenjiu and Danish chocolate brands cooperated to launch Baijiu Jiuxin chocolate, Gujing Gongjiu and Baxi Ice Cream launched strong flavor original ice cream, etc.
He Yijin said that in 2024, Tencent News will focus on building a wine rhyme channel, "We are paying more systematic attention to the industry dynamics, product innovation, changes in user structure and consumption behavior of the wine industry, as well as the cross-circle integration of wine culture, and look forward to building a bridge of communication between Tencent News users and the brand communication of wine companies, so as to help the wine industry usher in spring as soon as possible." ”