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The?sales?volume?of?yellow?rice?wine?market?has?declined?sharply?since?the?epidemic?began?in?2019.?The?yellow?rice?wine?market?belongs?to?the?minority?in?the?wine?market,?and?the?audience?area?and?population?are?mainly?in?Jiangsu,?Zhejiang?and?Shanghai?and?middle-aged?and?elderly?people.?Its?sales?volume?and?market?volume?are?far?less?than?those?of?beer?market,?Baijiu?market,?red?wine?market?and?foreign?wine?market.?The?sales?volume?of?rice?wine?industry?has?been?increasing?from?2012?to?2016,?but?the?growth?rate?has?been?declining,?with?the?peak?in?2016.?In?recent?years,?due?to?the?impact?of?the?epidemic,?the?sales?of?yellow?rice?wine?fell?from?17.33?billion?yuan?to?13.468?billion?yuan?from?2019?to?2020,?and?the?sales?fell?by?about?10%?in?the?next?two?years,?which?also?made?the?already?marginalized?yellow?rice?wine?industry?worse.

The?rice?wine?industry?is?mainly?composed?of?southern?factions?and?northern?factions:?Shaoxing?rice?wine?has?Guyuelong?Mountain?and?Kuaiji?Mountain,?etc;?Suzhou?rice?wine?includes?Shazhou?Youhuang?and?Taoyuan?rice?wine,?etc;?Anhui?style?rice?wine?includes?sea?god,?etc;?Shanghai?style?yellow?rice?wine?includes?Golden?Maple?Wine,?etc;?Beipai?rice?wine?includes?Jimo?old?wine,?etc.

Glutinous?rice?is?mainly?used?as?raw?material?for?rice?wine?products?in?the?south?and?rice?is?mainly?used?as?raw?material?in?the?north.?Shanghai?style?rice?wine?will?add?some?brown?sugar?or?wolfberry?to?cater?to?the?taste?of?people?in?Shanghai.?Each?major?rice?wine?factory?ferments?and?produces?yeast?and?koji?in?the?winter?every?year,?and?then?sells?them?to?end?consumers?through?direct?sales?and?distribution.

There?are?a?large?number?of?yellow?rice?wine?producers,?and?the?market?share?is?relatively?scattered.?The?top?three?listed?companies?are?Guyuelong?Mountain,?Kuaiji?Mountain?and?Jinfeng?Liquor,?CR3?is?about?22%.

Due?to?the?low?taste?and?recognition,?the?mainstream?consumption?group?of?yellow?rice?wine?has?been?confined?to?Jiangsu,?Zhejiang?and?Shanghai?for?a?long?time.?The?publicity?of?rice?wine?is?not?enough,?unlike?Baijiu?Maotai,?which?is?positioned?as?"national?wine"?in?the?publicity,?and?Baijiu,?beer?and?red?wine?brands?are?frequently?seen?in?many?highly?exposed?advertising?opportunities.?In?addition,?the?current?positioning?of?yellow?rice?wine?is?biased?towards?the?middle-aged?and?the?elderly,?which?is?low?end,?and?can?not?establish?the?brand?image.?Its?positioning?attributes?lead?to?a?small?audience.

In?view?of?the?current?problems?of?rice?wine,?such?as?niche,?low-end?and?regionalization,?the?rice?wine?industry?should?strengthen?brand?culture?construction?in?the?post-epidemic?era,?pay?attention?to?brand?endorsement?to?make?people?remember?the?rice?wine?brand,?and?strengthen?the?advertising?to?open?the?national?market.?Innovate?marketing?methods?and?products,?such?as?cross-border?co-branding,?and?focus?on?high-end?products?while?opening?the?youth?market.?For?example,?the?innovation?of?white?jade?and?sapphire?products?in?Guyuelong?Mountain,?the?innovation?of?cold?drinks?in?black?felt?hats,?and?the?innovation?of?low?fruit?yellow?wine?in?golden?age.

The?way?to?break?the?situation?of?the?three?leading?rice?wine?enterprises?in?the?post-epidemic?era:

Zhejiang?Guyuelongshan?Shaoxing?Wine?Co.,?Ltd.,?taking?the?national?layout?as?the?strategic?basis,?has?taken?the?lead?in?occupying?the?national?market,?and?is?constantly?developing?new?products?and?high-end?yellow?rice?wine,?of?which?the?sapphire?and?white?jade?series?of?high-end?yellow?rice?wine?is?highly?praised,?and?occupies?a?certain?market?in?business?banquets?and?etiquette?exchanges.

Kuaijishan?Shaoxing?Wine?Co.,?Ltd.?mainly?focuses?on?historical?and?cultural?characteristics,?which?is?in?line?with?the?strong?historical?background?of?Shaoxing.?Its?yellow?rice?wine?tastes?better,?thick?and?mellow,?and?is?favored?by?local?people?in?Jiangsu?and?Zhejiang.?It?also?further?opened?the?Shanghai?market?and?the?young?people's?market?through?the?purchase?of?black?felt?hats.?Its?nature?of?cold?drinking?has?also?entered?the?leisure?and?entertainment?venues.

Golden?Maple?Wine?is?mainly?represented?by?Shanghai-style?rice?wine?and?mainly?focuses?on?the?Shanghai?market,?among?which?Shikumen?is?the?representative?of?Shanghai?rice?wine.?The?ingredients?will?be?added?with?materials?such?as?wolfberry?brown?sugar?to?make?the?taste?slightly?sweet?and?more?suitable?for?the?taste?of?Shanghai?and?young?people.

Nationalization+high-end+youth?has?become?the?consensus?of?the?future?development?of?the?rice?wine?industry.?In?2021,?the?"Fourteenth?Five-Year?Plan"?for?the?development?of?Chinese?wine?industry?was?issued,?which?clarified?the?path?and?direction?of?the?development?of?rice?wine?in?the?next?five?years,?and?proposed?the?industrial?development?direction?of?"high-end,?young,?and?fashionable".?With?the?inheritance?and?innovation?development?as?the?main?line,?we?will?gradually?develop?the?middle?and?high-end?rice?wine,?improve?the?rice?wine?products,?and?realize?the?value?return?of?rice?wine.

Yellow?rice?wine?is?a?unique?wine?in?China?and?has?a?certain?consumption?base,?but?its?market?share?is?relatively?low.?In?the?post-epidemic?era,?we?need?to?seize?the?opportunity?of?economic?recovery?and?consumption?recovery,?and?make?the?rice?wine?market?national,?high-end?and?young.?With?the?upgrading?of?consumption?and?the?younger?consumption?of?rice?wine,?the?market?is?expected?to?usher?in?a?round?of?changes.