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电商炮轰劣质OEM葡萄酒 称中国消费者一年多花300亿冤枉钱

2017-08-10 11:39:13   

不过在醉鹅娘看来,目前贴牌酒的乱象正在影响正常经销商的经营。一方面,正规经销商的成本更高,如果找一批品质不错的酒液做贴标,成本和售价都高于卖劣质酒的,利润反而不如卖劣质酒的,而零售价格上,卖劣质酒的价格更低,更有优势。

中国葡萄酒拐点期的产物

记者了解到,OEM贴牌酒并不是违反行业规则的行为。在中国,OEM贴牌酒主要出现在20世纪末和21世纪初,葡萄酒属全产业链,要拥有品牌,生产环节至关重要,但对于酒商而言,本身进入葡萄酒生产环节的难度较大。此外,做OEM酒可以摆脱来自上游的严格管控,拥有自控权和自主定价权,不用和其他同品牌代理商争夺市场,也不用担心被上游大厂压货、压返点或被因完不成销售任务而被换掉等问题。同时,在没有对比的情况下也更容易卖出较高的价格和利润。

葡萄酒资深专家智德营销总经理王德惠告诉第一财经记者,目前OEM酒在国内进口酒中还是扮演着重要的角色。目前中国葡萄酒市场正处于一个拐点期,是普及阶段的开始。以前中国葡萄酒没有像白酒和啤酒一样是从低端发展到高端,而是作为舶来品直接从高端起步,导致了普通大众不喝也喝不懂。但随着行业进入普及阶段,普及过程中需要让葡萄酒走向大众市场,因此价格便宜也是第一需求。

他认为,目前国产葡萄酒的种植和品质都还不能完全满足市场的需求,虽然近年来国产葡萄酒的品质有很大的进步,屡屡获奖,但还需要一个整体性品质的提升和消费信任基础的提高。另一方面,在普及阶段,大量的贸易商改做进口酒,但方式无非是进口原酒、代理国外品牌、收购酒庄和OEM。相比于难度更高的进口原酒灌装和收购酒庄的方式,简单灵活的OEM也就成为酒商更好的选择。此外,在欧洲、澳洲等主要产酒国同样面临供大于求的问题,多余的产能需要找出口,也促进了OEM的兴盛。

根据中国食品土畜进出口商会统计,从2007年开始国内葡萄酒进口就进入快速发展期,2016年的中国进口葡萄酒的总量已是2010年的4.4倍,年复合增长率超过27%。行业的高速增长带动了大量的进入者,2007年进口葡萄酒的进口商为1172家,而到2016年,这一数字已经增长到5329家,事实上每年都会有较高比例的进口酒商被淘汰,但依然有大量的进口商涌入其中。

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