Chairman Song Shuyu’s interpretation of the six key words of”Guiding Opinions on the Development of China’s Wine Industry during the 14th Five-Year Plan”
By: Date: 2021-04-10 Categories: chinesefood Tags: ,
   On April 9, Song Shuyu, Chairman of the China Liquor Industry Association, released the”Guiding Opinions on the Development of China’s Liquor Industry during the Fourteenth Five-Year Plan” (hereinafter referred to as the”Guiding Opinions”) at the China International Liquor Industry Development Forum.
   The”Guiding Opinions” systematically summarized the achievements and situation faced by my country’s wine industry during the 13th Five-Year Plan period, outlined the strategic goals and main tasks for the development of the wine industry in the next five years, and proposed specific safeguard measures And policy recommendations. In the forum, Song Shuyu, chairman of the China Liquor Industry Association, summarized and shared the six key words of stability, transformation, innovation, goals, tasks, and suggestions based on the”Guiding Opinions”.
  The first keyword is:robust
   During the”13th Five-Year Plan” period, China’s alcohol industry has entered a stage of restorative growth after continuous and in-depth adjustments. The economic development of China’s wine industry is steady, the industrial structure is continuously optimized, the market vitality is released in an orderly manner, the innovation momentum is effectively transformed, the product quality is steadily improved, the quality and resilience of the wine industry’s economic development are significantly enhanced, and the innovation and development of wine marketing are fully satisfying While the people are demanding wine for a better life, gratifying results have been achieved, laying a long-term foundation for the high-quality development of the wine industry.
   At the end of the 13th Five-Year Plan (2020), there were 1,887 enterprises above designated size in the wine industry across the country, a decrease of 802 compared to the end of the 12th Five-Year Plan. The total output of winemaking was 54.007 million kL, a year-on-year decrease of 24.7%. Among them, the output of beverage wine was 44.765 million kL, a year-on-year decrease of 28.1%; the output of fermented alcohol was 9.243 million kL, a year-on-year decrease of 2.5%. The accumulated product sales revenue was 835.33 billion yuan, a year-on-year decrease of 9.2%; the realized profit was 179.20 billion yuan, a year-on-year increase of 75.6%.
  The profit level mainly comes from the liquor industry (profits of 158.54 billion yuan), an increase of 117.3%compared to the end of the”Twelfth Five-Year Plan” period. Other alcohol industries are down, beer down by 6.1%, rice wine down by 9.8%, and other alcoholic beverages down 10.0%, fermentation alcohol decreased by 61.1%, and wine decreased the most at 95%.
   Here are several characteristics worthy of everyone’s attention:First, the number of wine companies above designated size is decreasing year by year, and the trend of centralized development of the wine industry is becoming more and more obvious; second, production and sales are basically showing a downward trend year by year, reflecting market supply and demand Changes in relationships and consumer demand; third, product sales revenue will achieve a V-shaped reversal in the middle of the”13th Five-Year Plan” period. Moreover, the unit product sales revenue has basically shown a trend of year-on-year growth, and the market bargaining power of wine products has gradually improved; fourth, the profit level has been rising year by year, showing the process of the wine industry from quantitative to qualitative changes, and it also reflects consumers’ pursuit of rationality. And healthy consumer demands.
   Generally speaking, during the”13th Five-Year Plan” period, China’s wine industry will shift its mode and structure, gradually shift from being product-centric to market and consumption-centric, adapting to the rapid changes in market structure, and reforming the supply side. Phased results have been achieved under new trends such as consumption upgrades and Internet+.
   In addition to this, during the”13th Five-Year Plan” period, China’s alcohol industry also showed an increasingly reasonable industrial structure, significant effects in production area construction, consumption upgrades, quality upgrades, market reforms, marketing innovations, brand upgrades, service upgrades, and technological innovation releases Momentum, cultural heritage, strong social responsibility, talent cultivation, and other characteristics, especially in the face of the sudden new crown epidemic, the Chinese wine industry has performed outstandingly, spontaneously donated money and materials, resumed work and production scientifically, in order to win the epidemic prevention The final victory of the control and resistance war contributed to the victory, which embodies the social responsibility and responsibility of the wine industry.
  The second keyword is:transformation
   At present, our country is in the best period of development since modern times, and the world is undergoing major changes unseen in a century. Facing the”14th Five-Year Plan” is of far-reaching significance to the wine industry.
  With the rapid economic development and the continuous improvement of people’s living standards, there is a market opportunity for consumption upgrades. Alcohol consumption is heating up rapidly, and the market has been characterized by a long-term lack of alcohol, but a long-term lack of good wine. This requires us to start from the aspects of consumers’ flavor preferences, comfort after drinking, diversified needs, and the pursuit of fragmentation to fully meet the needs of the consumer market. At the same time, while brewing fine wines, the majority of wine companies strengthen the popularization of consumption knowledge, create new consumption scenarios, and use practical actions to enter the minds of consumers to satisfy consumption.
   At the same time, the adjustment of the national industrial policy has officially lifted the”tightening curse” that has plagued the development of the liquor industry for 14 years. On the whole, the adjustment of industrial policies will help the wine industry attract high-quality resources and external capital into the wine industry. On the one hand, it will intensify market competition and gradually establish a healthy competition mechanism. On the other hand, it will eliminate outdated production capacity in a timely manner to achieve optimized resource allocation. In addition, the liberalization of industrial policies has become more and more prominent in guiding the high-quality development of the industry, which will help promote the establishment of a benign competitive market mechanism in the wine industry, realize the transformation from large-scale development to high-quality development with characteristics, quality and benefits, and ease the overall industry The contradiction between excess quantity and insufficient personalization.
   Looking at the wine industry, any transformation is a long process. The transition from high-speed growth to high-quality growth is an arduous and long process for the wine industry. However, only when the transition from high-speed growth to high-quality growth is truly realized, can the wine industry sing the main theme of the times and realize the evergreen industry. , To win a better future.
   In addition, we are still faced with a long way to go for international development, the uncertainty of the impact of the new crown epidemic on the wine industry still exists, how new consumer demand can stimulate product innovation, market elements and service system changes brought by the marketing innovation system, and cultural system innovation Challenges such as insufficient capacity require the industry to gather wisdom to meet the challenges.
  The third keyword is:Tuoxin
  According to the deployment of the central government, the economic and social development goals during the”14th Five-Year Plan” period have been formulated with new words, focusing on the long-term orientation of the future, and also focusing on the formation of a strong domestic market, accelerating the construction of a domestic and international dual cycle with the domestic cycle as the main body A new development pattern that promotes each other.
  The wine industry must grasp the direction of change that has not been seen in a century, adhere to the combination of goal-oriented and problem-oriented, adhere to the integration of integrity and innovation, seize the strategic opportunities of the new round of technology and industrial revolution, and adhere to the new development concept Leading development actions, insisting on deepening the supply-side structural reform as the main line, developing the wine industry with high quality, and serving the people’s better life at a high level.
   This is a truly new era. The world economic structure and personal consumption have undergone earth-shaking changes. For the alcohol industry, industrial policies, production methods, raw material supply, circulation channels, market strategies, brand communication, and consumer experience have undergone irreversible changes. The internal factors that affect the development of the industry have changed, while the external factors that affect the market and consumption have become more.
   Specifically:fully tap the growth potential of the domestic market, firmly grasp the focus of consumption growth, and give full play to the role of consumption in driving the economy; optimize the industrial economic structure, continuously improve the innovation capabilities of enterprises, and promote the advanced industrial foundation and the modernization of the industrial chain; Further stabilize the industrial foundation, continue to vigorously promote the coordinated development of the industry, and build a modern economic system. Insist on brewing for a better life, expressing for a better life, meeting people’s needs for fine wine flavor and health; cultural experience needs; grasping changes in the wine market trend to meet new needs for consumption upgrades; innovating working ideas and methods to adapt to wine The new normal of similar market development. Accurately recognize changes, scientifically adapt to changes, actively seek changes, follow the trend, follow the trend, and follow the trend, comprehensively deepen industrial construction, continue to accelerate industrial transformation and upgrading, and jointly build a new ecosystem for the development of China’s wine industry.
  The fourth keyword is:goal
   The”Guiding Opinions” also clarified the 13 main goals of the Chinese alcohol industry during the 14th Five-Year Plan:
  In terms of industrial economic goals, it is estimated that in 2025, China’s wine industry will achieve a total wine production of 66.9 million kL, an increase of 23.9%from the end of the”13th Five-Year Plan” period, with an average annual increase of 4.4%; sales revenue will reach 1,418 billion yuan. An increase of 69.8%, an average annual increase of 11.2%; a profit of 334 billion yuan, an increase of 86.4%, an average annual increase of 13.3%.
   Among them:the output of the liquor industry is 8 million kL, an increase of 8.0%over the end of the”13th Five-Year Plan” period, with an average annual increase of 1.6%; sales revenue reached 950 billion yuan, an increase of 62.8%, with an average annual increase of 10.2%; realized a profit of 270 billion Yuan, an increase of 70.3%, an average annual increase of 11.2%.
   In terms of industrial structure, create a”world-class industrial cluster”. Further deepen the development of industrial clusters and intensive development, rationally lay out the industrial structure, stimulate and enhance the value of the industrial chain, promote the rational development of the industrial structure, establish a new industrial pattern, and cultivate new economic growth points.
  In terms of brand cultivation, implement the”World Top Liquor Brand Training Program” to effectively promote the image of the Chinese liquor industry’s national brands, promote Chinese liquor brands to go abroad and into the world, and lead the development direction of the world liquor industry.
  In terms of cultural popularization, we will create a”world-class wine culture IP”, applying traditional Chinese liquor brewing sites and living cultural relics (continuously used pits) for world cultural heritage, and winemaking techniques for world intangible cultural heritage.
  In terms of social responsibility, we will create a”world-class charity brand” and make the National Responsible Drinking Promotion Week a world-renowned charity brand, affecting more than 500 million alcoholic consumers.
   In terms of talent development, build a”world-class alcohol education institution”, establish professional education and training institutions, and strengthen professional sequence education. Realize the integrated development of the wine industry and the education industry, shape the innovative education model of the talent cultivation linkage system, build a four-level linkage talent cultivation system for the country, industry, colleges, and enterprises, comprehensively improve the level of talents in the wine industry, and then promote the development of the industry. Strive to complete the training and appraisal of 500,000 people during the”14th Five-Year Plan” period.
  In terms of market construction, implement the”1510 Cultivation Plan for Major Liquor Merchants” to cultivate at least one major alcoholic business at the level of 100 billion, 5 at the tens of billions level and 10 at the level of 5 billion.
  In terms of scientific and technological innovation, give full play to the advantages of the industrial power and the combination of industry-university-research cooperation model to form an enterprise-based, market-oriented, industry-university-research cooperation-combined technological innovation and cooperation sharing system to cultivate and build” Advanced Innovation Center for Traditional Manufacturing (Liquor, Rice Wine, Lujiu)”.
  In terms of ecological protection, build an ecological brewing system for the wine industry to promote the overall transformation of the wine industry to a green ecological development. Through the construction of “zero-carbon production areas” and “zero-carbon factories”, we will promote the establishment of related standards, norms and mechanisms for “carbon neutrality” in the wine industry, establish and improve the construction of a carbon emission standard system for the wine industry, and form a complete “zero-carbon” ”Concept and “Zero-Carbon” development model to continuously enhance the influence of the wine industry in the construction of the ecological environment.
  In terms of product structure, firmly seize the opportunity of consumption upgrade and gradual improvement of consumption capacity, and use quality consumption to help quality upgrade and market upgrade.
  In terms of quality and safety, systematically construct an industrial quality standardization system, and do a good job in the top-level design of the standard system (on the 11th day after tomorrow, the Winery Standardization Committee and the Liquor Standardization Committee will hold a general meeting). Sort out the standardization system of national standards, industry standards, and group standards.
   In terms of intellectual property rights, the establishment of the”Anti-infringement, counterfeiting and shoddy work promotion committee” will integrate the high-quality resources of all parties in the wine industry and the intellectual property field, and coordinate and guide the development of intellectual property rights in the wine industry.
  In the construction of raw material bases, we will actively promote the construction of special grain bases for liquor and yellow wine winemaking, make every effort to promote wine grape variety research and production area planning, promote the development and research of beer raw materials localization, and form a domestic and international dual-driven guarantee Supply pattern.
  The fifth keyword is:task
   The”Guiding Opinions” put forward 14 main tasks. Covers (quality expression, talent cultivation, cultural popularization, market cultivation, cultural heritage protection).
  The liquor industry must focus on the core goals of the supply-side structural reform and upgrading of the liquor industry, continue to deepen the construction of advantageous liquor production areas, and build a world-class liquor industry cluster; strengthen the construction of scientific and technological innovation systems, deepen the scientific and technological system reform, and vigorously promote science Technology supports the transformation of high-quality liquor achievements, and promotes the continuous improvement and innovation of traditional liquor production technology; promotes the development of superior wine production areas and special wine production areas, and greatly increases the proportion of famous and high-quality wines from the current 300,000 kL to 650,000 kL , The proportion increased from 4%to 8.1%; to comprehensively promote the high-quality development of the industry with standard construction, and promote the old wine market transactions to embark on a legally regulated, high-standard, and strict development path. Assist the aged liquor market to exceed the goal of 100 billion yuan.
  The clarification of the concept of the liquor and the standardization of the standard system will promote the new spring and new development opportunities in the liquor industry. It is necessary to rely on modern biology and analysis technology to develop the color, aroma, and flavor substances in the liquor. A series of researches on the source of functional active substances, extraction technology, wine body stability, health function mechanism, etc., inherit and innovate, continuously improve the technological level of liquor production, and lay the foundation for the production of high-quality liquor; it is necessary to create a healthy, healthy, and elegant style. Unique, high-quality wine products that highlight the character of wine production areas.
  International distilled spirits and liqueurs should gradually form a reasonable product structure and type of high, medium and ordinary types with brandy as the leading and fruit brandy as the supplement. Whiskey products have gradually formed a pattern in which traditional malt raw materials are produced and localized special raw materials are blended and produced, and the products have gradually developed from popularization to mid-to-high-end specialization. Rum and vodka will combine the production area and develop towards fruity diversification and compounding. They are important base wines for liqueurs and accelerate the development of high-quality internal circular economy.
   In addition, during the”14th Five-Year Plan” period, we will also use 5G technology and new Internet of Things technology to deepen the construction of smart factories, and build a Chinese wine quality and value expression system that integrates production areas, wineries, and standards. The nation, industry, and enterprise link up the talent construction system, explore and enrich new ways of innovating liquor culture dissemination, through the 100 billion liquor merchants plan, China International Liquor Industry Expo, Youth Award, Liquor Product Packaging Creative Competition, the Most Beautiful Liquor Bottle Design Competition, etc. A series of activities to connect the wine market and influence consumption, and strengthen the protection and inheritance of the intangible cultural heritage of wine making skills and living wine relics, making the wine more mellow.
  The sixth keyword is:Suggestions
  Industrial Policy Recommendations:
   One is to include traditional Chinese liquor brewing sites, live cultural relics, and apply for world cultural heritage, and include liquor, wine, and rice wine winemaking techniques into the country’s proposal for the process of applying for world intangible cultural heritage.
   The second is to promote liquor culture and encourage liquor exports.
   The third is to increase policy support for the protection of intellectual property rights in alcoholic beverages.
  Fourth is a proposal to strengthen the development of the domestic beer barley industry.
  Fifth is the proposal to promote the healthy and sustainable development of biofuel ethanol.
   Sixth, it is a suggestion to strengthen the safety supervision of beer and food in the workshop.
   Seven is a proposal to improve the”Labor Law” and”Unemployment Insurance Regulations” and other laws and regulations.
  Eight is the implementation of counterfeiting and selling counterfeit blacklist system to increase the cost of alcohol counterfeiting crime.
   Economic Policy Suggestions:
   One is the proposal to abolish the specific consumption tax on liquor.
   The second is to abolish the proposal to repeatedly levy consumption tax on liquor and raw liquor.
   The third is to cancel the domestic wine consumption tax and reduce the value-added tax.
  Fourth is to increase financial credit support for the wine industry.
   Finally, Chairman Song Shuyu pointed out that the”14th Five-Year Plan” period is at the beginning of a new era of socialism with Chinese characteristics and the beginning of building a modern and powerful socialist country, a period of continuous deepening and a new round of major changes unseen in the world in a century. The accelerated expansion period of technology and industrial revolution. It is necessary to fully understand the important role of reform and opening up to my country’s economic and social development. It is reform and opening up that have greatly promoted the rapid development of my country’s economic and social development. During the”14th Five-Year Plan” period, my country’s socialist market economic system will be more complete, and a high-standard market system must be basically established to make market entities more vigorous. At the same time, new progress should be made in the reform of the property rights system and the reform of the market-oriented allocation of factors, and the fair competition system should be more complete, and a new system of a higher level of open economy should basically be formed.
   Song Shuyu, chairman of the board, called on the whole wine industry to adhere to the problem-oriented and goal-oriented combination, adhere to the new development concept, adhere to the primary strategy of high-quality development, adhere to the supply-side structural reform as the main line, grasp the development trend, and accelerate the transformation of methods. With the spirit of not waiting for the time and fighting for the day and night, we work together and work together to show new responsibilities, new deeds and new styles, and strive to enrich the beautiful life of mankind and realize the expected goals of the”14th Five-Year Plan” of the wine industry.