Research On The Competitiveness Of Chinese Premium Wine Industry

Nowadays,China has become a major wine trading and producing country.In 2012,China became the world's fifth-largest wine procurer(with a total wine production of 1.31 million kiloliters).In 2013,China became the world's largest wine consumer market(the wine consumption was 1,865.3 million bottles).Due to its trade convenience,low tariffs and huge market potential,the Chinese wine market has become a battleground for the world's major wine companies to compete.Imported wines have better qualified-price ratio in middle and high-end wineries and become very competitive.After a decade of rapid growth(2001-2011),Chinese local wines entered an adjustment period.The increase in per capita disposable income,the emergence of consumption-type consumer demand and the upgrading of consumption have made the industry in urgent need of a refined transformation and upgrading.Creating an industrial cluster and brewing high-quality wines combining individuality,high quality-price ratio and internationalization,the Chinese style is becoming a trend.The concept of fine winery wines has gradually become the focus.Fine winery wine is an inevitable outcome of the development of Chinese wine to a certain stage,and it is a weapon for wine companies to enhance their brand image.However,the current development of Chinese fine wineries is not ideal.While the industry was recognized for its importance,the winery itself has the basic conditions for brewing high-quality wines.The Chinese consumers' long-term prejudice against Chinese wines,the unclear self-positioning of wineries,weak brand influence and marketing ability have all contributed to the predicament of the development of Chinese fine wineries.This paper adopts the qualitative case study research method and constructs the research framework based on the theory of international industrial competitiveness.Based on the "Diamond Model" analysis tool of Porter's industrial competitiveness,we selected the Helan Mountain's East Foothill wine region in Ningxia province,where is a good representative of the Chinese fine winery,and both analyze and evaluate the industrial competitiveness.Through the analysis,we fount that the following factors are the main influences in terms of the competitiveness of Chinese fine wineries: location advantage,technology,professional working team,brand marketing ability,innovation and technical service system,industrial development policy,and independent brand.We suggest that we should take these measures to improve the competitiveness of China's fine wineries.Firms must introduce relevant policies and regulations related to small and medium-sized wine production enterprises and help them improve the qualified standards of wine products from the national,industrial and enterprise levels.Firms must promote the ecologicalization of winery clusters,optimize the technical service system,and strengthen the Chinese wines.The building of a professional team;improving the competitive strength of enterprises and upgrading brands,and building diversified marketing methods also help.