Pattern decided to start, the fate of the strategic decision. The judgment of the industrial trend is a fatal mistake in the operation of the health wine. Health wine industry development trend affected by three positive factors: 
I, the height of the wine to low alcohol wine, distilled liquor to wine, food wine liqueur is transferred to the national health wine, always adhere to the macro industrial policy. Government support for health wine will encourage the development of health wine industry will inject a powerful impetus. 
Second, the improvement of living standards, health and fashion consumption concept is accepted by more and more consumers. The concept of change will inevitably bring about changes in lifestyle, drinking can bring people's physical and mental pleasure, but long-term drinking is harmful to health. This troubled consumer's inner contradiction, makes the consumption of liquor is always in the state of ups and downs, no big development. The health wine can not only make people enjoy the pleasure of drinking, but also reduce the damage to the body. This point has coincided with a potential psychological needs of consumers, the biggest opportunities consumer health consciousness is the development of health wine. 
The rapid development of economy, China. Bring a sense of national pride, and return with the rise of Chinese civilization. So that the traditional Chinese medicine theory of health has entered the revival of the fast lane. As an important form of expression of health care, health wine will become a popular drinking wine in the rendering of the macro cultural environment. 
The above three points from the fundamental decision of the health wine with the future of the vast market space, and the current annual growth rate of health wine is also the best note of this theory of 30%. It is puzzling that many of the health wine from the traditional liquor companies do not see this trend, they stubbornly believe that health wine is only a supplement. There will not be a large market as a result of the health wine placed in the subordinate position of the enterprise. The reality of most health wine main less run; exploratory operation, substantial hailun less; the more market segments, let things drift, the less the original intensive and meticulous farming; brand force driving the market, advancing with the times to inject new value for the brand less. Little attention is devoted to the management of health wine. 
Strategic misjudgment will inevitably lead to a serious shortage of investment, the lack of investment has affected the healthy development of the brand. Zhuyeqing liquor is a health wine brand Fenjiu Group, is the earliest Chinese health wine industry A Well-Known Trademark in China. Three times won the title of national famous liquor. Has a long history, rich culture, health care effect, yellow wine, green green bottle, is a sign of China health wine. However, the first-class products did not bring the first-class market share. 
Since 2000, only 50 million yuan from the size of the current growth of up to $80 million. And 80% from the local market of Shanxi, and the corresponding structure at the 2000 Shanxi market share of less than 6 million, the Shanxi market in 2009 has reached 120 million, in one fell swoop over the stronghold of Zhuyeqing fen. While Zhuyeqing now long health wine from the first camp exit, the country's major media and young consumers in the mouth, its brand image is weak. Baidu search for "Zhuyeqing" three words more than 90% entries by Sichuan Emei Zhuyeqing tea share. Many reasons fall Zhuyeqing, deep mining is not difficult to find, Fenjiu Group do not pay attention to and the derived omission is the fundamental reason. 
Bamboo green so, Moutai, Wuliangye and other well-known liquor brands in the operation of health wine is also slow. Although the two companies have become a special health wine company, but they are always in the position of vassal princes reading, the market was tepid, Moutai wine and Wuliangye Longhu, hawker health wine brand Big word seldom accompany great deed., sales were not billions of dollars, with the big two misfits industry status. 
On the other hand, the rapid growth of the industry in the environment, once the small brands seize the opportunity to rely on the great importance of investment and specialization of the operation has achieved amazing development. Zhang Yusan, Zhejiang zhizhonghe whip wine, Coconut Island deer has just started from 2001 to now has grown to 3 - 500 million of the size of the market, and the gold, platinum wine wine of the two amateur fight, the intervention operation concept and methods of health care products to implant into the health wine market quickly rosy, just a year the time to achieve more than 500 million of the sales revenue, catch up from behind to become the industry upstart. 
Hubei Jin, a former county small winery in 1993 was transferred to the management of health wine, with annual sales of less than 6 million, until 2001 to finalize the strength of the brand name. But found the wine industry trends, the first cast fight to win or die, health wine advertising on cctv. The liquor operation means to copy in health wine, after ten years of intensive market, relying on a small 100ml small bottle of wine to achieve 2009 take cities and seize territory, nearly 3 billion of the market sales accounted for more than 20% market share in the whole health wine. The advertising slogan "fresh wine is good, can not drink too much, is known to every family has become a lot of consumer pet phrase.