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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
不过王德惠表示,300亿的说法值得推敲,去年国内葡萄酒700亿的销量中包含了进口酒和国产酒的总数,国产酒的量更大一些。但OEM贴牌市场上确实也存在一些问题,尤其是随着进口葡萄酒总量的不断增长,消费者辨别能力偏弱,而且很多酒商本身也并不专业,导致了目前存在一些乱象。主要是部分酒企进口了差品质的酒,通过美化包装形象等方式,反而卖出高价;也有国内企业进口劣质酒浆和好酒浆勾兑后重新灌瓶销售,以降低单瓶成本等。
虽然醉鹅娘的炮轰是针对OEM酒乱象,但在一定程度上也显示出目前国内葡萄酒市场定价的混乱。
事实上,由于国内部分消费者对葡萄酒缺少足够的了解和认知,市场上的定价也较为混乱。波尔多大区级AOC的价格从几十元到几百元不等,但品质好坏对于国内一般消费者而言并不容易分辨,尤其是葡萄酒的品质看不到也摸不出来。
华龙酒业董事长翟山告诉第一财经记者,现阶段过度的层级供应链加价,造成目前存在低端酒卖出高价来的情况,比如大卖场的价格至少要三层加价,消费者当然冤枉。目前趋势上看,葡萄酒价格回归已经是一种趋势,价格向理性回归,供应链的层级也越来越短。大部分国内的消费者对于葡萄酒一知半解,因此也很难分辨出好坏,懂酒的人需要更多的担当。
王德惠表示,目前国内葡萄酒市场还需要一个培育的过程,随着消费者专业程度的上升,行业乱象也会随之减少。目前来看,随着进口葡萄酒越来越多,品牌化的趋势也会越来越明显,一线和部分二线城市,葡萄酒接触历史长,素质高,葡萄酒的价格回归和品牌化会更加明显,但在3-5线市场还将以渠道驱动品牌模式为主。
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