Mu 2022, anthu aku America wamba adadya pafupifupi magaloni 2.86 a vinyo pachaka. Chiwerengerochi chikuyimira kuchepa kwa 2-3 peresenti kuyambira zaka zam'mbuyo ndipo ndizochepa kwambiri pa anthu omwe amamwa mowa kuyambira 2015. Zomwe zimapangitsa kuti izi ziwonongeke zikuphatikizapo kusintha zomwe ogula amakonda, ndi mibadwo yaing'ono yomwe imakonda kukonda zakumwa zina monga mizimu kapena zosaledzeretsa, ndi kuzindikira kokulirapo kwa thanzi ndi thanzi.
Ku Ulaya, zochitikazo zakhala zikudziwika kwambiri. Mayiko osiyanasiyana aku Europe akuti kumwa kwa vinyo kwachepa, pomwe mayiko ena ngati Italy ndi France atsika pafupifupi 5-10% mzaka zaposachedwa. Ku Italy, omwa vinyo amadya malita 8-9 (2.1 - 2.4 galoni) pachaka. Ku France, pafupifupi malita 9-10 amamwa vinyo (pafupifupi magaloni 2.4 mpaka 2.6) ndipo ku Spain, pafupifupi malita 6-7 (pafupifupi magaloni 1.6 - 1.8 pachaka. kuphatikizapo kusintha kwa chikhalidwe cha anthu, nkhawa za thanzi, ndi mpikisano wowonjezereka kuchokera ku zakumwa zina zoledzeretsa ndi njira zopanda mowa.
Kufunika kwa Makampani a Vinyo aku California
Vinyo amene amapangidwa ku United States amapanga 64 peresenti ya voliyumu yake ndi 78 peresenti ya ndalama zogulitsira vinyo m’dzikolo. California imakhala ndi mutu wopanga vinyo, womwe umatulutsa 81 peresenti ya vinyo onse opangidwa ku US pomwe Lodi ikupanga pafupifupi 20 peresenti ya vinyo waku California, kutanthauzira kupitilira 10 peresenti ya mabotolo onse omwe amamwedwa ku US akuchokera kuderali.
Kafukufuku apeza kuti minda ya mpesa yaku California idabzalidwa mopitilira muyeso ndipo akatswiri amalimbikitsa kuchotsa maekala 50,000 mpaka 100,000 a minda yamphesa kuti agwirizane ndi zosowa. Ku Lodi kokha, Komiti ya Winegrape yakomweko ikuwonetsa kuti achotse maekala 15,000 kuti akhalebe ndi thanzi labwino.
padziko lonse
Dziko lonse lapansi likukumana ndi kuchepa kwa kagwiritsidwe ntchito ka vinyo zomwe zikupangitsa kuti minda ya mpesa ichepe kulikonse kuti igwirizane ndi msika. Ngakhale kutsika kwa magulidwe a vinyo, dziko la US likukhalabe gawo lalikulu kwambiri la ogula vinyo ndi kuchuluka kwake ngakhale kuchepa kwa mowa kwa munthu aliyense.
Economy
Kugulitsa vinyo ku US kudafika $ 107.4 biliyoni mu Meyi 2024, zomwe zikuwonetsa kukwera kwamphamvu ngakhale kuti amamwa pang'ono ndi kuchuluka kwake. Mwamwayi kwa opanga vinyo ndi ena mu njira zogawira vinyo, vinyo amakhalabe gawo lofunikira la moyo waku America chifukwa cha chidwi chopitilira komanso kulumikizana kwachakumwacho.
Marketing Target Consumers
Poganizira za kuchepa kwa kumwa vinyo, kodi ndi zoyesayesa zotani zomwe ziyenera kuchitidwa kuti tipeze misika yodalirika? Poganizira kuti chidziwitso chokonda vinyo nthawi zambiri chimakhala chosasinthika komanso kusiyanitsa kwazinthu kumakhala kovuta, mbiri ndiyofunikira pakukweza mitengo komanso kuchuluka kwa malonda. M'misika yampikisano yapadziko lonse lapansi yokhala ndi amalonda ang'onoang'ono ang'onoang'ono ang'onoang'ono omwe akuyang'anizana ndi opanga akuluakulu, kodi makampani ang'onoang'ono ndi atsopano angapange bwanji mbiri yokhala ndi maonekedwe okwanira kuti atengere ogula omwe angakhale okhulupirika?
Mfundo 10: Kupanga Zambiri ndi Luso kuposa Bajeti
Kuchepetsa kumwa kwa vinyo komanso zovuta za kusiyanitsa kwazinthu, opanga vinyo ang'onoang'ono ndi atsopano amafunikira kutsatsa mwanzeru, ubale wapagulu ndi zoyesayesa zogulitsa kuti apeze misika yomwe akufuna kukhala nayo komanso kupanga mbiri yabwino. Nazi njira zingapo zomwe muyenera kuziganizira:
1. Yang'anani pa Zolinga Zapadera Zogulitsa (USPs)
- Tsindikani Makhalidwe Apadera: Onetsani mawonekedwe apadera a vinyo aliyense, monga mitundu yosiyanasiyana, ulimi wokhazikika, kapena njira zatsopano zopangira.
- Nenani Nkhaniyi: Pangani nkhani yosangalatsa yamtundu yomwe imalumikizana ndi ogula. Gawani nkhani yoyambira, kudzipereka ku zabwino, ndi njira zapadera zopangira.
2. Gwiritsani Ntchito Kutsatsa Kwama Digital ndi Social Media
- Pangani Kukhalapo Kwapaintaneti Kosangalatsa: Pangani zinthu zapamwamba kwambiri, zochititsa chidwi pamasamba ochezera. Gwiritsani ntchito zithunzi, makanema, ndi nkhani zokopa kuti mukope chidwi.
- Gwiritsani Ntchito Mgwirizano wa Influencer: Gwirizanani ndi olimbikitsa komanso olemba vinyo ndi otsutsa omwe amatha kuwonetsa mtundu kwa otsatira awo ndikubwereketsa kukhulupirika.
- Ikani Malonda Omwe Akuwafunira: Gwiritsani ntchito kutsatsa komwe kumayendetsedwa ndi data kutsata anthu omwe ali ndi chidwi ndi mavinyo apamwamba kapena a niche.
3. Limbikitsani Zochitika za Makasitomala
- Perekani Zokoma ndi Zochitika: Khazikitsani zokometsera zenizeni kapena mwa munthu, zophatikizira vinyo, ndi zochitika zamaphunziro kuti muzichita ndi omwe angakhale makasitomala ndikupanga zokumana nazo zosaiŵalika.
- Sinthani Mwamakonda Anu Kuyanjana ndi Makasitomala: Gwiritsani ntchito zidziwitso zamakasitomala kuti mugwirizane ndi kulumikizana ndi zomwe mumakonda komanso zomwe mumakonda.
- Phunzitsani ogwira ntchito m'malo ogulitsa vinyo kuti amvetsetse mtundu ndikupereka chidziwitso kwa ogula.
4. Kupanga Mayanjano Othandiza
- Gwirizanani ndi Ogulitsa ndi Malo Odyera: Gwirizanani ndi ogulitsa am'deralo komanso apadera, komanso malo odyera, kuti muwonjezere kuwoneka ndi kugawa. Ganizirani zotsatsa kapena zotsatsa zokhazokha ndi mabwenziwa.
- Chitani nawo Ntchito Zotsatsa: Gwirani ntchito ndi mabizinesi othandizira, monga mabungwe olimbikitsa zokopa alendo, opanga zakudya zapamwamba, mtundu wa moyo, mabungwe a eni nyumba (mwachitsanzo, co-op ndi condos) kuti mupange mgwirizano wotsatsa.
5. Pangani Chizindikiro Champhamvu Chodziwika
- Invest in Quality Branding: Pangani chizindikiritso champhamvu chowoneka, kuphatikiza logo, kulongedza, ndi zilembo, zomwe zimawonekera pashelefu ndikufotokozera zomwe mtunduwo umakonda.
- Yang'anani pa Mauthenga Osasinthasintha: Onetsetsani kuti zida zonse zotsatsa ndi zolumikizirana zikuwonetsa uthenga wamtunduwo komanso momwe alili.
6. Gwiritsani ntchito ndalama zambiri pamayendedwe omwe akubwera
- Onani Mawonekedwe Osakhala Achikhalidwe: Ganizirani zamitundu yatsopano monga zitini kapena zosankha zamtundu umodzi zomwe zimagwirizana ndi zomwe ogula amakono amakonda.
- Landirani Kukhazikika: Yang'anani machitidwe okhazikika komanso kuyika kwazinthu zachilengedwe, chifukwa nkhawa za chilengedwe zikuchulukirachulukira pakusankha kwa ogula.
7. Limbikitsani Kusiyanitsa Kwazinthu
- Zopereka Zochepa: Pangani mavinyo ocheperako kapena am'nyengo kuti mupange phokoso ndikukopa osonkhanitsa ndi okonda.
- Yang'anani pa Ubwino ndi Kuwona: Onetsetsani kuti chinthucho chikukwaniritsa miyezo yapamwamba kwambiri komanso njira zopangira zodalirika kuti mupange kukhulupirika ndi kukhulupirika.
8. Gwiritsani Ntchito Data ndi Analytics
- Yang'anira Zomwe Zachitika Pamsika: Tsatirani zomwe zikuchitika m'makampani komanso zomwe ogula amakonda kuti musinthe njira zanu zotsatsira bwino.
- Sonkhanitsani Ndemanga za Makasitomala: Gwiritsani ntchito kafukufuku ndi ndemanga kuti mumvetsetse zomwe makasitomala amakonda ndikupanga kusintha koyendetsedwa ndi data.
9. Invest in Public Relations
- Pezani Zofalitsa: Fufuzani mwayi wofalitsa nkhani pazofalitsa zokhudzana ndi vinyo, mabulogu, ndi malo ogulitsira nkhani kuti muwonjezere kuwoneka.
- Chitani nawo Mpikisano wa Mphotho: Lowani mipikisano ya vinyo ndi mphotho kuti mupange kukhulupirika ndi kuzindikirika.
- Lumikizanani mwachindunji ndi ogula kudzera pa imelo ndi zochitika zapadera, mapulogalamu, ndi kuchotsera kwa okhulupirika.
10. Ogulitsa Vinyo Yambitsaninso
- Malo ogulitsa vinyo wamba akhala osasinthika kwa zaka zana, nthawi zambiri amakonza vinyo malinga ndi dera kapena mitundu ya mphesa, zomwe zimafuna ogula kuti azisefa mabotolo angapo ofanana.
- Malo ogulitsa vinyo atsopano adzafanana ndi malo ogulitsa mabuku amakono. Muchitsanzo ichi, pamene vinyo ali wofunikira kwambiri, pali kutsindika kwakukulu pakupanga zochitika zopindulitsa, monga kuchititsa zolawa za vinyo, zochitika zamaphunziro, kapena maphwando, mofanana ndi momwe malo ogulitsa mabuku amasonyezera malo odyera ndi kuwerenga kwa olemba.
Tsogolo la Vinyo Ndi la Opanda Mantha
• “Tsogolo la vinyo lili m’manja mwa amene ali ofunitsitsa kukankhira malire ndi kuvomereza kusintha.” — Robert Mondavi, mpainiya wa ku America wopanga vinyo
• "Tsogolo la vinyo lidzafotokozedwa ndi iwo omwe amamvetsetsa zokonda za m'badwo wotsatira ndi zochitika zaluso zomwe zimagwirizana nawo." - Eric Asimov, vinyo waku America komanso wotsutsa zakudya ku New York Times.
© Dr. Elinor Garely. Nkhani yakulemba, kuphatikiza zithunzi, sizingatengeredwe popanda chilolezo cholemba kuchokera kwa wolemba.
