Ningxia Wine Impacts 100 Billion Industrial Prosperity And COFCO'S Heavy Warehouse Layout

As a rising star in China's wine producing areas, the eastern foot of Helan in Ningxia is the largest wine grape planting area and winery production area in China.

On July 10, with the approval of the State Council, the Ningxia national comprehensive experimental zone for the opening and development of grape and wine industry (hereinafter referred to as the comprehensive test area) jointly promoted by the Ministry of agriculture and rural areas, the Ministry of industry and information technology and the people's Government of Ningxia Hui Autonomous Region. Ningxia proposed to strive to increase the comprehensive output value of wine grape base to 100 billion yuan by 2025.

Under the impact of the target of 100 billion yuan industry, the well-known domestic wine enterprise Changyu shares (000869. SZ) and COFCO wine industry are also heavily located in Ningxia, optimistic about the most potential development of China's wine industry.

Leading wine enterprises add to Ningxia

Sun Jian, general manager of Changyu Co., Ltd., revealed at the development forum held during the listing series of activities in the comprehensive pilot area for the first time that the products of Changyu Ningxia winery will be made into the winery with the highest proportion in the target sales of 100 billion yuan in Ningxia production area.

As one of the most suitable areas in the world for wine grape planting and high-end wine production, the eastern foot of Helan Mountain in Ningxia has sufficient light time, large temperature difference between day and night, drought and little rain, and soil permeability and barren, which is conducive to the formation of glucose, pigment substances in peel and accumulation of flavor substances. The gap of the branch mountains of Helan Mountain has a dry northwest wind blowing into Ganchengzi production area all the year round, which makes the microclimate of Ganchengzi production area more dry. Especially in the flowering season, the monsoon disperses some pollen, reduces the fruit setting rate of grape, makes the berry more rich and phenolic substances more.

On July 14, Sun Jian, in an interview with the 21st century economic reporter, said that more than ten years ago, Changyu came to Ningxia to inspect vineyards and establish wineries. In 2005, Zhang Yu sent technicians to the eastern foot of Helan Mountain of Ningxia to investigate the local soil, climate and grape varieties. The winery selected the best from the 70000 Mu grape base established in Ningxia, and selected 2900 Mu vineyards with typical local conditions in Ningxia. Today, the Changyu planting team has given full play to its local advantages and has strictly selected 25 top-quality plots (A-grade vineyards) for fine planting among 150 vineyard plots in the eastern foot of Ningxia.

"Today, great changes have taken place in Ningxia from the government's support to the region's international reputation." Sun Jian said that in the past 10 years, Changyu has invested 8 wineries in different production areas in China and 6 wineries abroad. However, judging from the internal evaluation of the enterprise, it is the most successful and correct decision to invest in Ningxia from Yantai.

"The next step is to hope that with the development of comprehensive test area, Ningxia winery will bring the highest economic and brand benefits to Zhangyu." Sun Jian said that Zhang Yuyi is a brand new winery. The original name of the winery was Changyu Mosel XV. It was jointly built by Changyu and the 15th generation descendants of Mosel family in Europe. However, the name was too long and too obstinate. Recently, the winery was renovated and launched the Longyu brand. Dragon, on behalf of Chinese traditional culture, tells the meaning of the world. Secondly, Changyu has set up a special sales company for Longyu winery, and has set up a marketing team of about 260 people, each of whom has a WSET wine taster certificate.

The third is to strengthen the brand promotion. Changyu Ningxia winery will take the strength of the whole company in the next step, and the cost investment of Longyu brand is more than 8 times of the previous years.

COFCO, which produces Great Wall wine, is another Chinese enterprise in Ningxia.

"COFCO will again increase its wine investment in Ningxia. The first 3000 mu wine grape base has been approved for construction. " On July 10, at the listing ceremony of the comprehensive test area, COFCO chairman LV Jun announced to the public.

Ningxia is one of the "granaries" of COFCO. As early as December last year, Wang Heshan, vice chairman of Ningxia Hui Autonomous Region People's government, and Chen Lang, vice president of COFCO group, signed a strategic cooperation framework agreement on behalf of the autonomous region and COFCO. The two sides will carry out all-round strategic cooperation in wine, rice and coarse cereals, dairy products, feed, finance, e-commerce and talent flow.

Among them, Ningxia Helan eastern foot Wine Industrial Park Management Committee and COFCO mingzhuangshui International Wine Industry Co., Ltd. signed the strategic cooperation agreement on wine promotion project in Eastern Helan Mountain, Lingwu municipal government and COFCO Feed Co., Ltd. signed an investment agreement on ruminant feed production line. Lu Jun also opened the Key Laboratory of wine grape processing of the Ministry of agriculture and rural areas. At the end of last year, COFCO feed (Yinchuan) Co., Ltd. was registered“ At present, COFCO has established three companies in Ningxia. " Lu Jun said.

In fact, this cooperation is the second large-scale layout of COFCO after investing in Ningxia more than ten years ago.

As early as 2009, COFCO and the people's Government of the autonomous region reached a strategic cooperation agreement to build COFCO rice industry (Ningxia) Co., Ltd. in Pingluo County, Shizuishan City, with an annual processing capacity of 110000 tons and an annual output of 70000 tons. Two years later, the project was completed and put into operation, becoming the first modern rice processing project invested by COFCO in Western China.

The favor of the wine industry in the eastern foot of Helan can be pushed back to 2005. In that year, COFCO sent a team of experts to investigate the site selection of 100000 Mu grape planting base. After investigation and demonstration, two sites were initially selected in Machangtan and Ganchengzi of Qingtongxia City.

In September 2012, COFCO Changcheng talent winery, located in the core planting belt of Helan Shandong hedgerow production area, was completed. The total planned area of its own base is 22000 mu, and the main varieties are Cabernet Sauvignon and matheland. The total area of wine cellar is more than 7000 square meters. Tiantian winery has become a comprehensive large-scale winery integrating scientific research, planting, brewing, tasting, tourism, cultural experience and catering meetings. Up to now, talent winery has won hundreds of awards at home and abroad.

100 billion wine industry needs to overtake

Compared with other wine producing areas in China, the construction time of Ningxia Helan Mountain is not long.

As the cradle of China's wine industry, Yantai wine producing area has a history of wine making and grape cultivation for hundreds of years. In 1892, Zhang Bishi, a patriotic overseas Chinese, founded Changyu Wine Making Company in Yantai, laying the foundation for China's modern wine industry; Huailai production area in Zhangjiakou, Hebei Province is the earlier wine production base since the reform and opening up. In 1976, Huailai was designated as the national wine raw material base. There are many grape varieties planted here, which can be called the breeding treasure house of Chinese wine grape and fresh wine; The northeast region mainly produces mountain wine. Jilin Tonghua winery was established as early as 1938, and sweet wine has become the characteristics of the region; Changli, Hebei Province, has a history of more than 300 years of wine cultivation. "Changli wine" has become the first wine product to obtain the protection of the origin region in China.

The construction of Ningxia wine producing area is only about 30 years.

"Ningxia wine needs to overtake on the curve." Sun Jian, general manager of Changyu Co., Ltd., also a leader of Chinese wine industry and member of Expert Committee of comprehensive test area, said.

Not only is the construction time of the production area short, in terms of scale, Ningxia wine production area is far away from the 100 billion industry under the superposition of epidemic situation and industry trough. According to the data provided by the government departments of the autonomous region, the comprehensive output value of wine in Ningxia was 26.1 billion yuan last year, and one third of the local farmers' income came from the wine industry.

The present situation of Ningxia wine producing area is a microcosm of Chinese wine industry. Under the influence of the epidemic situation, the sales scale of domestic wine enterprises was smaller than the overall scale of yellow rice wine enterprises, and the whole industry suffered losses. Last year, the China Wine Industry Association disclosed that the total profit of 130 domestic wine enterprises above designated size was 259 million yuan. The profit of Changyu shares was removed, and the whole industry lost 220 million yuan. All the profits generated by China's wine industry are only 1 / 600 of that of China's liquor industry, and the sales volume of China's wine industry together is only 1 / 58 of that of China's liquor industry.

However, Sun Jian believes that the establishment of the comprehensive pilot area is not only a happy event for Ningxia grape production area, but also a great event for China's wine industry, and a historical opportunity for every wine enterprise and practitioner to firmly grasp.

The overall plan for the construction of the comprehensive pilot area points out that, based on the whole area of the eastern Helan Mountain of Ningxia, it is necessary to highlight the ecological value, attach importance to the liquor tourism culture, strengthen the brand trade, explore new technologies, new models, new formats, new platforms, new projects and new policies for the integration of three industries, and strive to create a platform and carrier for the opening up and integrated development of Ningxia and even China's grape and wine industry, It also provides reference and model for the deep opening of characteristic industries in Western China and "one product, one industry" to promote rural revitalization.

Sun Jian suggested that, first of all, Ningxia wine should overtake in the digital transformation.

Secondly, he believes that Ningxia wine producing areas should fully graft and integrate external forces, especially the ability to integrate downstream. Because the Chinese people have not formed the consumption habit of drinking wine.

"If the marketing is not done well, Chinese wine may be in the doldrums for a long time." Sun Jian said that he hoped that the profits of the domestic wine industry would account for 1 / 10 of the liquor industry, and even there would be a balance in the future.