Why do wine secretly sneaky, killing one thousand self-inflicted eight hundred

How confused is the wine market? Perhaps Zhang Yu A (000869.SZ) sommeliers can give you the answer.

Changyu holds about 350 wine tasting sessions a year. This is equivalent to an average of one day. The sommeliers of this wine-leading company shuttle across the country for most of the year, only to educate consumers on how to tell what is true. Good wine.

Recently, CCTV's "Focus Interview" exposed the counterfeiting and sale of wine in Changli County, Hebei Province. The AQSIQ attached great importance to it and immediately dispatched an inspection team to rush to Hebei to supervise the local authorities for investigation.

However, for enterprises, spending a lot of energy to fight fraud may not necessarily achieve the desired good results, but it is easy to give up their own market.

As a result, some wine companies are reluctant to swear their own counterfeit actions.

A well-known wine production company in China once discovered a large-scale wine falsification factory in a certain place. After a lot of efforts, although the “Li Gui” factory was banned, the day of “Li Wei” was not easy. Due to the complex background of the “Li Gui” factory, counterfeit brand wines have a relatively large market share in the local market. After the news that the “Li Gui” factory was banned was published, consumers suddenly found that they were consuming fake brand wines, and lacked in identification. True and false ability, so choose to give up the consumption of the brand of wine directly, leading to the loss of the brand's local market. The relevant person in charge of the company sighed: "If you fake it, you really can't live."

Regarding the frustration of counterfeiting that can only be carried out secretly, the relevant personage of the world's famous wine brand “Lafi” expressed his understanding. The domestic wine market has been growing for a relatively short period of time. Consumers' ability to identify wine quality is limited. Once a certain brand of fake goods is heard, consumers will panic and even genuine wines will retreat.

Previously, the market was rumors that the annual output of France’s “Laffi” was only about 200,000 bottles, but the number of “Lafi” consumed in the Chinese market each year was more than 200,000 bottles, indicating that “Lafi” sold on the market was quite a lot of fakes. Such rumors are a big injury to the real "Lafiy" brand. The relevant person of the "Lafiy" brand said to "First Financial Daily" yesterday: "The annual production of 'Lafite' wine is 2 More than 10,000 boxes, more than 200,000 bottles, each year will have 10% to 20% of the output increase and decrease, in addition to 'Lafite' is also relatively strong liquidity, there will be some overseas products also flow into China, so the Chinese consumer's pull The number of Philippine 'doesn't show more fakes.'

Although it is hard to prove its “innocence”, as long as a bottle of counterfeit “Laffy” worth tens of dollars poses more and more challenges to the genuine “Lafi”, whose price is even more than 10,000 yuan, “Lafite” is no longer silent. According to Hunan local media reports, “Lafi” has filed a lawsuit in Changsha, suing Shenzhen Jinhongde Trade Co., Ltd., Hunan Biopharmaceutical Group Health Industry Development Co., Ltd. for infringement of trademark exclusive rights, claiming 500,000 yuan, and in the form of webcasts. Great fanfare for their rights.

High-margin, low-threshold industry insiders said that there are two main reasons why counterfeit and inferior wines are popular in the market: one is the high profit rate of wine, and the other is the low cost of fraud.

In the first half of the year, the gross margins of dynasty wine red and white wine products were 51% and 42%, respectively; Changyu A's wine product gross margin reached 73.98% in the first half of this year. The high profit rate attracts fake and shoddy factories. According to He Junjun, general manager of Dynasty Wine Sales, there are a large number of small factories that produce wines in the main producing areas of domestic grapes such as Changli and Huailai in Hebei Province and Yantai in Shandong Province, some of which are widely used to produce counterfeit wines. .

He Qijun said that the main cost of a bottle of 750 ml of counterfeit wine is as a box of packaging, and the total cost is as little as RMB 10; in Dynasty Winery, only about 5 tons of raw wine can be put into oak. Barrel storage, after a year and a half, the new barrels will be replaced by old barrels for storage, which will increase the flavor and texture, and be roughly calculated. Only one production cost will be required. A bottle of 750 ml barrel wine will cost 40 to 80 yuan, plus taxes and fees. Costs such as marketing, marketing, etc. are more expensive. Counterfeit wines do not have to pay for these costs. The costs of real and fake wines vary greatly.

According to industry sources, fraudulent technology has now grown by leaps and bounds, and cork stoppers are required for wine packaging. This process has stumped some counterfeit factories but it is no longer a problem. In addition, 60 bottles of imported Italian wine can be filled in one hour. The production line is only 600,000 to 700,000 yuan; some factories import some cheap grape juice from Chile and other countries and regions and then sell it after the water is diverted. It is difficult for ordinary consumers to distinguish between true and false from the aspects of color, taste, etc.; some counterfeit wines, quality wines Very close to authentic branded products, you can play your own brand, but using someone else's brand premium is even higher, and even professionals are not necessarily clear.

Zhang Yu A related person said that to deal with counterfeit and shoddy products, Zhang Yu, on the one hand, wine tasters through the wine tasting held in the country to popularize wine knowledge, education, and guide consumers to identify wine quality, on the other hand, Zhang Yu in the Cabernet and other high-end Radio frequency identification technology (RFID technology) has been introduced into wine products. Through this technology, consumers can inquire about the raw material production area of ​​a bottle of wine, grape picking time, and the full logistics information of filling production lines, storage warehouses, distributors, etc., to combat counterfeiting. Fake and bad products and "sell goods" phenomenon.

Industry insiders also suggested that the problem of counterfeiting of domestic wines could be solved by introducing a classification system for French wines. France divides its wines into four grades, namely AOC, AOC, Fine Regional Wine, Regional Wine, and Daily Wine. The wines in the statutory producing areas are the most advanced wines. They can only be brewed from grapes grown in the country of origin. They cannot be blended with grape juice from other producing areas. After being certified by an expert, they can become statutory wines. Of course, the price is higher than others. Three levels of products, this classification system makes the level of wine on the market clear and easy to manage.

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