Successful projects hatched by the same team
Sales from April 2016 to July 2017
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Sales growth chart


Sales from December 2016 to July 2017


Proxy data


Project background
A rising fruit wine market
Over the past few years, fruit spirits have been moving frequently in the world. In addition to the earliest green plum wine, a variety of products have sprung up in the market, including bayberry wine, apple wine, hawthorn wine, litchi wine, mango wine and so on. At the same time, its taste, degree and nutritive value were favored and sought after by Korea, Japan and other countries.
New and innovative new retail model
Reduce the intermediate link of production to the consumer, reduce the propaganda input, cancel the sales department, the linkage professional partner, the factory return the product itself, make the product well, give all the unnecessary cost to the consumer, let the consumer use the latest Internet tools and Internet means, systematize management and enterprise Camp, nanny tutoring, to achieve everyone's consumption, everyone to share, the real word of mouth marketing. We should turn consumers into consumers, salesmen and promoters. At the same time of consumption, we will realize 0 yuan consumption and make further consumption and make money, and ultimately achieve consumption and entrepreneurship.
The shared economy of state support
During the nineteen and 2018 sessions, General Secretary Xi and Premier Li Keqiang put forward many times that the state should make great efforts to support the sharing of the economy, share the economy, and realize the innovation of all the people and the public business.
Great health industry with great attention
Fruit liquor, as a low-grade health drink, has undoubtedly become the mainstream of consumption upgrading. Many big coffee and stars have invested in the layout. As people tend to pursue healthy and high quality life, fruit liquor has been gradually concerned by the public and will become a way of life.
The new era of consumption upgrading
With the growth of the new generation of consumers and their awareness of their health, their consumption of liquor is more rational. Fruit liquor, with its low alcohol content, high nutrition and good taste, has been recognized and accepted by more and more consumers, showing great market potential.
The desert of new retail - Korea, Japan
The social software is not developed. At present, there is no independent social software, the e-commerce platform is not developed, there is no monopoly type comprehensive e-commerce platform, the mobile payment is undeveloped, the news channels are single, and the consumption channels are only entity and TV shopping. There is no new retail concept and mode of social sharing and money making.
Successful cases
Wu xiaobo and his Yang mei wine.
Well-known writer wu xiaobo, in zhejiang to build his own Yang. The plum wine brand "wu jiu", through crowdfunding and other new retail channels. Road, quick sale, cause the wine world market sensation.
It sold 5,000 bottles in 33 hours in 2015
It sold 33,000 bottles in 2 hours in 2016.
He succeeded. What about you?
Why did the bayberry wine be you
A big market that has to be done
Fruit wine
market The meteoric rise
Consumption
upgrade
Green
health
124/5000   Over the past few years, fruit wine has been active, except for. The first rise of the green plum wine, the market upwelling. A variety of products, including arbutus, Apple wine, hawthorn wine, litchi wine and awn. Fruit wine and so on. Some insiders laugh: "As long as you can see the fruit. The enterprise produces fruit wine." So to Look, fruit drinks are crazy in the market. Attack.
With the growth of a new generation of consumers, and. They increase their awareness of their own health. They are more rational about the consumption of liquor. Fruit wines are being served with low alcohol, high nutrition, The characteristics of good taste are more and more eliminated. The fiver agrees and accepts, showing great. Market potential.
Fruit wine as a low-grade health drink is no doubt. To upgrade the current mainstream of consumption, many large. Coffee and celebrities are investing in the layout. At the same time, As people become more and more healthy. Quality of life, fruit wine is gradually being popular. Attention, there will be niche development into a kind of life. The way of living.
A rising fruit wine market
According to the National Bureau of statistics, in 2016 1-12, the total volume of liquor making enterprises above Designated Size reached 7226.30 million liters, an increase of 0.75% over the same period last year. Among them, the output of alcoholic beverages was 6274.20 million liters, an increase of 0.81% over the same period last year, and the output of fermented ethanol reached 952.10 million liters, an increase of 0.41% over the same period last year. In the 1-12 month, the total number of Enterprises above Designated Size in the national wine industry totaled 2742, of which 324 were deficit enterprises, and 11.82% were enterprises. In 1-12 months of 2016, the enterprises above the scale of the liquor making industry completed the total product sales revenue of 978 billion 63 million yuan, up 6.27% compared with the same period of the previous year; the total profit was 109 billion 447 million yuan, up 7.22% compared with the same period of the previous year. According to the General Administration of customs, the total import and export volume of alcoholic beverages and fermented alcoholic products was 5 billion 622 million US dollars in 1-12 this year, an increase of 13.58% over the same period last year. Among them, the cumulative export volume was US $1 billion 309 million, an increase of 14.88% over the same period last year, and the import volume was US $4 billion 313 million, an increase of 13.19% over the same period last year.
Data refer to "fruit wine Net - fruit wine ten questions", "Chinese liquor white paper", "2014 to 2018 China Fruit Wine Research Report". http://www.guojiuchina.com/?p=5397

Although wine is developing rapidly in China, there is no leading brand, and the industry lacks leader. This is the international fruit wine brand in succession to the Chinese market. The fruit wine brands represent three big international brands in Japan, the American green fog and the hundred people in Germany. The domestic fruit wine brands have the traditional Ningxia red, twelve ridge, Marie, the Oriental purple, the Wuliangye Xianlin and the pomegranate wine. Moutai's Melo and so on. But now no leading brands are still in the market introduction period.
In the world, the development of fruit wine, according to the Holland Development Bank report, the development of the current European cider has threatened the sale of wine quickly, and it has become the second largest fruit wine product. The annual growth of fruit wine in Russia is up to 8.1%, and Japan and South Korea have grown up to 600 times as high as the family wine in the past ten years, and the fruit wine has gone deep into the essential drink of the family life of the people of Japan and South Korea.

In 2013, the total market size of Chinese fruit wine reached 119 billion 600 million yuan, and the size of the non wine wine market was 12 billion 80 million yuan, accounting for 10.1% of the whole market, and the trend of development was gradually expanded. According to the "2014 to 2018 Chinese Fruit Wine Research Report", the annual growth rate of fruit wine sales in China is 15%, and the size of the fruit wine industry in 2018 is expected to exceed 200 billion yuan.

The huge fruit wine market has attracted more and more famous liquor enterprises to come to the Nuggets, among which the most notable is the head of the Chinese liquor industry, Guizhou Moutai and Wuliangye. At present, the annual consumption of fruit and wine in China is about 300000 tons, accounting for only 5% of the total amount of liquor consumption in the country. It is equivalent to an average of a bottle of 750ml of fruit and wine per year for every 2 people, accounting for 6% of the world's per capita consumption of fruit and wine. There is still a big gap between the consumption level of Chinese fruit wine and the world, and the potential of the future is immeasurable. The consumption of fruit and alcoholic beverages per capita in developed countries is 6 liters per person, while China's consumption is only 0.2 to 0.3 liters, which is different from that in developed countries.
20~30 times, so the space of development is huge. Secondly, with the rise of the "post-90s" group and the post millennial group, the traditional liquor, yellow wine and beer can not meet the needs of these people. The new mainstream people, through soft drink juice education, will be more adaptable to the rich fruit wine products.
Cater to the trend of national development
Save food
According to the data report of the China Wine Association, 1312.8 thousand litres (excluding small-scale enterprises) were brewed in 2015 (excluding small scale enterprises). Three jin of grain wine was equivalent to 39 million 384 thousand tons of grain consumption. According to the per capita annual grain consumption of 0.146 tons, it could be provided for 270 million people for one year. If we consume 0.5 tons of grain per person, we can feed 78 million 768 thousand adults. Basically, you can feed a generation. 2015 the total number of hungry people in the world is 795 million. In 2015, China's total grain demand is over 12800 billion jin, with a total output of 12429 billion jin, and about 40 billion catties, close to 20 million tons. According to 0.4 kilograms per person per day, 1 billion 350 million people are about 540 million kilograms per day, or 540 thousand tons. Experts estimate that, according to the current per capita consumption, by 2030, with a population of 1 billion 600 million, China needs 6-7 million tons of grain each year, with a grain gap of 1-2 billion tons. Note that this data has the premise that hundreds of millions of poor, semi - poor and semi - full - food people will maintain the status quo. This data is obviously not credible, because it can not reflect the total amount of real food needed for the development of Chinese people. If the people of the whole country eat enough and eat well, they can enter the well-off society in an all-round way or even enter the ranks of moderately developed countries. How much food do China need? At present, no specific data have been seen. Today we will come to estimate it. In 2007 / 08, the total grain output of the United States was about 3.63 million tons. According to data released by the US Department of agriculture, the per capita consumption of grain in the United States in 2007 (wheat, rice, rye and barley and all other coarse grains) was about 1046 kilograms (according to the processing loss rate, equivalent to more than 700 kilograms of pure grain). The population of the United States is about 300 million, so the annual consumption of food in the United States is about 1046 kilograms, 300 million = 3.138 billion tons. China has a population of about 1 billion 500 million, about 5 times that of the United States. With the per capita food consumption standard of the Americans, the Chinese need 15.69 billion tons a year. In 2016, China's grain total amount, 6.1624 billion tons, with the growth of the current grain output, China's grain gap is even more terrible, if there is no food security in China, the development will be extremely unstable.
Medium and commercial information network In 2016, the grain planting area was 113 million 30 thousand hectares, and the annual grain output was 616 million 240 thousand tons, a decrease of 5 million 200 thousand tons over the previous year and a reduction of 0.8%. For the 1 billion 500 million Chinese food and clothing in 2030, and the long-term stability of the country, it is urgent to prohibit the development of fruit wine from grain and wine making. On the one hand, the prosperity of the fruit wine can promote the economic construction of the fruit area in the mountain area. On the other hand, it can transform some market from the market of liquor and beer and so on, thus reducing the consumption of some grain.
Limitless processing of weak dividends
With data statistics, the income of agricultural products processing enterprises above the scale of our country has reached 20 trillion yuan. By 2016, the main business income of the agricultural products processing enterprises above the scale reached 20 trillion and 100 billion yuan, accounting for 19.6% of the manufacturing industry. The processing industry of agricultural products has become a basic industry with wide coverage, high degree of industrial relevance, small and medium-sized enterprises, and the strong role of farmers. In addition, the opinion put forward that, by 2020, the ratio of agricultural product processing and total agricultural output reached 2.4:1, and by 2025, the conversion rate of agricultural products processing reached 75%. That is to say, by 2020, the output value of agricultural products processing industry will be 2 times higher than agricultural output value.

The food processing industry in China is advancing rapidly in the direction of standardization, scale, automation and specialization, and continues to be expanded. At present, the main business of the agricultural products processing enterprises above the scale is larger than 200 billion yuan in the large market. The agricultural and food industry has a broad prospect and great potential, and more than 10 trillion in the future. In the market, there are more than 70 trillion markets in the world. In China, the present fruit processing rate is less than 10%, and the developed countries are up to 70-80%. In the future, the fruit processing field is expected to be 2 trillion. Fruit wine is based on the deep processing of fruit, and can solve the problem of deep fruit processing.

In terms of national policies, national policies are promoting the further processing of fruit wine producing areas, which are favorable for the development of fruit wine. Technically, it is now more efficient to make fruit with fruit, which means that its gross interest rate is better, it is better to compete with liquor and compete with beer. Ten years ago, fruit was very expensive, so there was no price advantage in the competition with liquor and beer. Now all kinds of fruits in China have been grown in scale, such as the Yangmei in Xianju, the apple of the Wei North plateau, and the navel orange of Ganzhou in Jiangxi, Jiangxi, all of which have reached a large scale, and the fruit can be processed in deep space. The cost of purchasing materials is very low.

Fruit wine, as a kind of high quality deep processing project which can be stored easily after brewing and can handle fresh fruit in time, has many advantages from the whole food processing point of view. It will become a high quality project in the future of China's big fruit producing area to break through the processing, stabilize the production base of the production area, and become a solution to the fruit sales and processing of the government. The policy led projects of difficult problems have attracted the attention of all sectors of the society. Therefore, various social policy resources can be obtained to promote development.

Rescue Market
Domestic beer has recently been a bit inactive. Since 2014, the production of domestic beer has declined for 3 consecutive years. In 2016, only two net profits in domestic beer companies have increased in 2016. Recently, Yanjing Beer issued a notice to close some factories. Yanjing beer is not the first beer company to close its factories. In recent two years, a large number of beer enterprises have closed their factories in order to turn to light assets operation. Among them, Huarun was the first to close the factory, and Chongqing beer was close to close the Anhui Bozhou company, and even the domestic beer leader, Tsingtao Brewery, closed a factory in the form of relocation.

Unlike domestic beer, the high-end beer market represented by imported beer has grown rapidly since 2011. Between 2011 and 2016, China's beer imports increased rapidly from 64203 KL to 646384 KL, an increase of nearly 9 times. In this regard, the general manager of the wine player Enterprise Management Co., Ltd., the general manager, said that the imported beer has become the daily choice of the public consumers from the taste of a few people.

Since 2012, under the influence of macroeconomic slowdown, both imported and domestic wine have entered the period of deep adjustment, and the recovery of imported wines has been increasing from 2015. Customs data showed that the total import volume of bottled wine in China in the first half of 2016 was 223 million liters, up 56% over the same period last year, the largest increase since 2012. The total amount of imports was $1 billion 109 million, up 69% from the same year, which was close to 80% of the 2014 annual import ($1 billion 365 million), with an average price of 4.97 US dollars / liters, up 8.3% from the same year. The largest imports were Shanghai's 63 million 830 thousand liters, followed by Guangdong's 59 million litres and Beijing's 18 million 660 thousand liters.

Chinese wine culture has declined. Chinese beer sales are being eroded by imported wine. Chinese evening wine is controlled by foreign wine, and Chinese liquor is criticized by the world. The development of fruit wine can be the name of Chinese wine industry, resist the erosion of all kinds of imported wine, and can solve the problem of deep fruit processing all over the world through the development and promotion of the fruit wine industry.

New retail example
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Nanjing xiubo Biotechnology Co., Ltd.