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葡萄酒产业欲借90后翻盘 假道网红瞄准小众生意

2019-04-18     牛牛财经   来源:证券日报 余若晰
文章摘要:■本报记者 余若晰日前,国际葡萄与葡萄酒组织在巴黎总部举行新闻发布会,发表全球葡萄酒产业形势报告,公布了2018年全球葡萄种植及葡萄酒生产、消费和贸易统计数据。2018年全球葡萄酒产量约292.3亿升,是过去15年产量最高的一年,葡萄酒产量排名前三位的国….

    ■本benbaojizheyuruoxi

    日riqian,国guojiputaoyuputaojiuzuzhizaibalizongbujuxingxinwenfabuhui,发fabiaoquanqiuputaojiuchanyexingshibaogao,公gongbuliao2018年nianquanqiuputaozhongzhijiputaojiushengchan、消xiaofeihemaoyitongjishuju。2018年nianquanqiuputaojiuchanliangyue292.3亿yisheng,是shiguoqu15年nianchanliangzuigaodeyinian,葡putaojiuchanliangpaimingqiansanweideguojiayiciwei:意yidali54.8亿yisheng、法faguo49.1亿yisheng、西xibanya44.4亿yisheng,中zhongguoyi9.3亿yishengpaimingdishi。2018年nianquanqiuputaojiuxiaofeiliangwendingzai246亿yisheng,葡putaojiuxiaofeiliangpaimingqiansanweideguojiayiciwei:美meiguo33.0亿yisheng、法faguo26.8亿yisheng、意yidali22.4亿yisheng。中zhongguoyi18.0亿yishengpaimingdiwu

    尽jinguanjucibaogao,中zhongguoshiquanqiudiwudaputaojiuxiaofeiguo、第dishidaputaojiushengchanguo。可keshi,2018年nianzhongguo9.3亿yishengdechanliangshijishibishangyinianxiajiangliao37%。与yucitongshi,相xiangjiaoyubaijiushichang,国guochanputaojiuyirantiliangpianxiao。国guochanputaojiuyijiushichanpinjiegoudiduan、品pinpailaohuayanzhong。受shoudaojinkoujiuchongji、消xiaofeishengji、渠qudaojiegoubianhuadengyingxiang,企qiyejingyingzhengtiyiranzaiehua

    对duici,红hongjiuyerenshi、小xiaohonggepinpaichuangshirenshilelejieshou《证zhengquanribao》记jizhecai访fangshizhichu:“究jiuqiyuanyin,主zhuyaoshiyinweibaijiuzaizhongguoshuyurichangxiaofei,无wulunshigaoduandemaotai、大dazhongdeerguotounaizhixinxingshishangdejiangxiaobaiduyouqigudingdexiaofeiqunti。而erputaojiuzaizhongguoyizhizhinengzoushishangxiaofeilu线xian,不bunengxingchengchixudexiaoshou。”

    事shishishang,国guochanputaojiujutoumenyizhizaishituzhongzhenxiongfeng。张zhangyuqidongliao“全quanqiuhuabujubainianzhangyuercichuangye”的depinpaizhanlue;长changchengputaojiuquanxindepinpaidingweishi“中zhongguochangcheng,红hongseguojiu”,不buduanzaipinpaishangxiagongfu,依yituoqixiasanggan、五wuxing、天tianfu、华huaxia、海haianwudahexindadanpin,走zou"名mingzhuang"与yu“大dapinpai”结jiehefazhanzhilu;王wangchaozejiang2018年nianchengweizijidejizhigaigenian,精jingjianyingxiaotuandui,砍kandiaoshangbaikuanchanpin。但danzhexiehuanshiyuanyuanbugoude。因yinweizhexierengranmeiyoumingquefenxishichangkehuqunti,更gengmeiyouyouzhenduixingdizhidingyingxiaocelue

    调diaochashujuxianshi,超chaowuchengde25岁sui-35岁suiqunti,会huijiangputaojiuzuoweijucanyongjiushouxuan;在zai30岁sui-35岁suiderenqunzhong,该gaibilijiejinqicheng。这zheshuoming90后houjiangshiputaojiuxiaofeidezhuti,但danruheyingxiang90后houde“心xinzhi”?

    如rujin,几jihusuoyoushangjiadujiangweilaideshichangzengchangyazhuzai90后hou。“要yaoxiangzhanling90后houshichang,我womenzhishaoxianyaoqingchu90后houduiyuputaojiuderenshi”,石shilelebiaoshi,对duiyuheputaojiushiliaoshimedewenti,80后houdehuidashi“房fangdai、车chedaiheqinggan”,90后houdehuidashi“星xingzuo、游youxihezhuixing”;对duiheputaojiudidiandexuanze,70后houdehuidashi“家jialixiaozhuoliangbei”,80后houdehuida“商shangwucanting”,是shi90后houdehuidashi“酒jiuba,酒jiuba,酒jiuba”;对duiyuheshimeputaojiudewenti,70后houdehuidashi“拉lafeihuanshilafeihuanshilafeine?”,80后houdehuidashi“法faguoboerduodaquputaojiujiuhao”,90后houdehuidashi“希xila、格gelujiya、摩moerduowa……我womenzhiheteshude!”

    90后houmanmanzaishehuixiaofeidangzhongchongdangqizhudaozhedejiaose,他tamendeshenghuoxiguanyezaiyindaozhuoshijie。在zaiAPP上shanggouwushi90后houxianzaidegouwuxiguan。手shoujiAPP让rangtamenbiyiwangrenheshihoudunenggengfang便biandimaidaoputaojiu。2017年nianmeiguoputaojiulingshoushangWine.com推tuichuliaotamenzhuanshudeshoujiAPP,截jiezhi2019年nian2月yuefen,手shoujiduandexiaoshoueyizhanqizongshouru(约yue8.7亿yiyuan)的de30%。

    在zaishilelekanlai,90后houbudingyueputaojiuzazhi,不buxiangxinputaojiupingfenxitong,也yebuduimingjiapinjiudepinglunmaizhang。在zaishejiaomeitifadadejintian,他tamengengxiangxinyixieKOL的dewenzhang,因yinweizhexiewenzhangtongchangneirongfengfuqiekanqilainengxuedaohenduodong西xi;他tamenyexiangxinpengyouzhijiandetuijian,认renweizheyanggengkaopuyidian。另lingwai,如ruguoyouyigegushinenggourangtamenxinshanghuozhezhichi,那namegaipinpaijiuhuiyougengdadejihuihuodetamendeyonghu。所suoyi,无wulunshiwushuxueshutouxianjiashendebozhuyanran、还huanshidouyinwanghongzuieniangyijiliyonggongzhonghaotui广guangdexiaohongge,都dushikaoneirongchixuxiyinyonghu,做zuozijishanchangdechanpin,切qieshidejiangdiyonghusikaodeshijianyujuecechengben

    石shilelebiaoshi,葡putaojiuxiaofeishiyigejudadeshichangqieyijiuyoubuxiaodeshangshengkongjian。本bentuputaojiuqiyeyaoxiangzhongzhen,需xuyaoquanmianfenxi90后houdexiaofeitezheng,细xifenchushichang,采caiquyouxiaodexinmeitiyingxiaofangshi,才caiyouwangyubaijiu、啤pijiuyizhenggaoxia

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