Analysis of the development of wine labels in China

1. What is the common language of first-class wines?

When it comes to world-class wines, you have to start with the top wineries. These top wineries have a long history of Lafite, Latour, Igan, Margaux, Zhuo Lin, and also the outstanding representatives of the New World - Australian and American wineries, they have been visited by nature creators, performing a paragraph Legend. These world-class wineries either emphasize the mix of art and crafts, or emphasize the integration of simplicity and modernity, either with the most international perspective or with a long history of the family. Every winery has its own personality from the body to the label , and the style is different and different. However, it is this personal tendency that constitutes their commonality: they all pursue their own irreproducible and irreplaceable personality. Their wines are human nectar, and their wine labels are also art objects, very individual. Therefore, the common language of first-class wines is “unique”.

2. What is the trend and positioning of international wine label design development?

For example, in the more mature European wine market, the current design of wine labels is “New Traditions”, “S implicity”, “Innovation” and “Break the Rules”. And "Humor" is the five major trends.

Jean J. Evrard and Brigitte E vrard, founders of the Pe nt awar ds packaging design competition, believe that the design of wine labels in the international market has formed four very distinct positions: (1) wines from the world's top wineries, mellow The history of the low-key luxury, packaging and wine label design conveys the elegance of the trace, the simplicity but the tradition and noble; (2) the wine sold in the flagship store or brand concept store, the quality is superior, high-profile, is A kind of “star-style” luxury, which is designed to blend traditional and fashionable elements in the choice of materials for packaging and labeling, as well as the design details; (3) wines sold in designer stores with a sense of design, overflowing with It is a unique luxury, so it strives to break through the conventions and modernity in packaging and label design; (4) wines sold in department stores or supermarkets, packaging and label design are relatively fashionable, but also within the scope of mass consumption . Such a clear market positioning distinction makes the classification of international wine label design more precise, and the requirements for wine label material and design level are also higher.

3. What is the development path of Chinese wine labels?

In recent years, the flourishing development of China's wine industry has not only attracted the emergence of the world's top wine brands, but also promoted the rise of Chinese local wine brands. It has a place in the fierce market competition, allowing consumers to lock their brands within a few seconds before the wine rack. In addition to improving the quality of the wine itself, wine producers must enhance the shelf appeal of the products through innovative label and packaging design. Force, ultimately won the favor of consumers.

However, there are currently 600 wine producers in China, half of which were established in the past 3-4 years. The rapid expansion and rise of the wine will inevitably lead to the lack of wine culture and the uneven quality of the wine, regardless of the quality and brand of the wine. Construction, and even in the construction of distribution channels, there is widespread “homogeneity”. Therefore, the key to the success of current domestic wine brands is to break the “homogeneity” and shape the brand personality. At present, there are only a few wine producers in China, such as Great Wall, Changyu and Dynasty. They pay enough attention to brand building. Most other wine producers are still in the stage of “re-production investment and light brand construction”.