Product appeal is the selling point of the product, is the product and consumer demand fit the dominant performance. Health wine from wine lack of personality in the product demand, similar 

orientation. 80% health wine appeal points are functional point. And the function is very similar, including impotence, longevity, anti immune anti fatigue demand accounted for 80%, more individual 

manufacturers claim that the product is a panacea, exaggeration, real effect and consumers resulting in a sense, consumers on the whole health wine, doubt and resistance reversal. This is enough to 

become a major obstacle to the development of the industry. 
In fact, from the consumer perspective, the functional demands can also be a variety of different segments, Procter & Gamble shampoo has soft hair, hair, hair, with more than a dozen subdivision 

demands. Procter & Gamble firmly grasp the depth of each point of appeal to do so thoroughly, to open a large market class essay. 
Chinese health wine industry a similar appeal is all go gift line, the first of its kind, zhizhonghe yedaolugui alcohol, Yellow Wine and platinum wine followed. Especially after the two traders 

were born and the health care industry, the demands to achieve the ultimate gift. Even the image of advertising spokesmen, advertising terms, investment and marketing practices almost like a 

person's hand. Over the ocean has similar characteristics of health wine market has become a sea of blood. 
Consumer demand is multifaceted. Both the physical properties of the functional needs, more spiritual pursuit of value. With the great wealth of material products, consumer demand for spiritual 

will be more and more intense. Wine from the category division, but also has health care function of fruit wine. The appeal of wine rarely speaks. Appeal point is the origin, wine, fashion and 

aristocratic lifestyle. Coca-Cola listed at the beginning, but also a functional drink. In the aspect of functional appeal, it is seldom heard. Happiness and Sport passion, enterprising spirit and 

publicity of the American culture is constantly promote Coca-Cola brand selling point, the functional demands of the same, as Coca Cola, Pepsi Cola Brand Personality of youth and urbanization has 

opened up a world of coke market 25%. 
Chinese health wine in spirit is almost zero, starting from the China traditional health culture perspective, the concept of health maintenance is complete, the body also contains continuous 

cultivation. Confucius in "the Analects of Confucius." "I tasted Xiangdang nourishing my magnanimous". Everyone in the Ji Kang health "health" expressed more specific "gentlemen know - God to God 

must rely on, to save, so the repair and to protect God, peace of mind to the body...... And indifferent feeling and healthy qi peace. And breath taking the spirit of God, also blind, the exterior 

and interior chunji...... Thousands of years old, down to hundreds of years, can have it." Therefore, the Chinese minor in physical and mental health theory more charm, Yangxin for health wine 

brand direction in the spirit of value pursuit. 
Emerging health wine enterprises innovative thinking, emphasizing the effectiveness of the spirit of the appeal at the same time a useful attempt, has been a significant effect. Gold wine and white 

wine, "the emotional appeal of filial piety culture", the shape of a bamboo goods cents wine "China bamboo wine nature" of traditional culture Ancient Chinese Literature Search gave the industry 

added a new hope. 
"Three points of poison" is a lingering psychological shadow of Chinese consumers, so the medicinal value of health wine over emphasis on functional requirements, the expansion of the market is 

extremely unfavorable. Fresh wine is also based on this point the fresh wine is good, but health care demands do not drink ". Weakening the function of selling points, creating the spiritual needs 

of selling points, will be a key to open the door to the rapid growth of health wine.