Actively Promote the Spread of Rice Wine Culture

On April 25, the Council of the Yellow Wine Branch of China Wine Industry Association (expanded) held in Beijing in 2019.

According to Mao Jian, vice-chairman of the Yellow Wine Branch of China Wine Industry Association and professor of Jiangnan University, 115 yellow wine production enterprises were included in the scope of the National Bureau of Statistics in 2018, of which 8 were losing, with a loss of 6.96%. Over-scale rice wine enterprises have accumulated sales revenue of 16.745 billion yuan, an increase of 5.42% compared with the same period last year; total realized profits of 1.724 billion yuan, a decrease of 7.20% compared with the same period last year; and the total loss of loss enterprises is 0.131 billion yuan, an increase of 26.67% compared with the same period last year. According to the data released by the General Administration of Customs and Excise, in 2018, the cumulative export volume of yellow wine commodities was 145,000 litres, down 5.23% year on year, and the cumulative total export volume was 124 million US dollars, down 4% year on year.

According to Mao Jian's analysis, data and extensive investigation and analysis show that the profit of Chinese rice wine industry appears to be declining in 2018. The reason is that the consumption market of Chinese rice wine industry is expanding, while the marketing cost is increasing by 6.28%, the sales cost is increasing by 12.42%, which leads to the decline of the overall profit level of the industry. This reflects that the yellow rice wine industry is speeding up industrial restructuring and market input. This phenomenon of short-term profit decline will be alleviated in the future development, and market bargaining power and profitability will be ready to develop. Since 2001, the growth rate of yellow rice wine production has risen with the gradual development of yellow rice wine from Jiangsu, Zhejiang and Shanghai to the national market. From the development trend of rice wine industry in recent years, the overall development of Chinese rice wine industry is upward, the role of leading enterprises is constantly improving, especially the regional rice wine industry will be further developed in the next few years, and the comprehensive competitiveness will be further strengthened. Wang Yancai, chairman of China Wine Industry Association, pointed out that rice wine enterprises should "look inward with their eyes" and understand what we need to do and what we should do. Nationalization is the necessary way for the growth of rice wine industry, but we should objectively recognize the characteristics of rice wine products, that is, obvious regional characteristics. According to the characteristics of rice wine, we should follow the objective law, jump out of the original ideas, open up innovative ideas, change the original way, and achieve the goal through technology export and capital export. Cooperation between enterprises of different regions and styles needs to be strengthened, and foreign capital and even foreign capital should be actively introduced to the stage of internationalization. In terms of products, scientific research should be strengthened to optimize the flavor of rice wine and improve the comfort of drinking. In the aspect of rice wine culture dissemination and promotion, we should integrate with the times, effectively adapt to modern life, and then promote the high quality development of rice wine industry.

At the meeting, delegates made suggestions on the future work of the Yellow Rice Wine Branch. They hoped that the trade associations would play a good role in bridging, linking, leading and serving to promote the high-quality development of the yellow rice wine industry. It is reported that in 2019, the Yellow Wine Branch of China Wine Industry Association will actively carry out all kinds of work and make unremitting efforts for the development of Chinese yellow wine industry around the purpose of "standardizing industry development, enhancing market service awareness, strengthening information service and guiding technological innovation".