Source:superwine Time:2019 年 3 月 11 日

Saturated market share of imported wine and accelerated market seizure by domestic brands

In the era of the rise of personal consumption, China’s wine market has entered a period of rapid development, in which the growth rate of imported wine has been stable in double digits for three consecutive years, but the market share is difficult to continue to improve, and domestic wine is also accelerating to seize the market.

When Chinese consumers buy wine, “brand” and “production area” are the two most important factors. It is not difficult to understand that in China, consumers are full of expectations about the lifestyle of wine construction, which has led to the consumption of wine. However, due to the lack of awareness of wine, consumers are not confident when choosing wine; it is much easier to identify “brand” and “producing area” than to learn to master those complicated and difficult wine knowledge.

However, domestic wine enterprises need to pay attention to the rapid development of imported wine in China, which can be seen at festivals and dinners. According to the statistical data of “Market Demand Forecast and Investment Strategic Planning Analysis Report of China Wine Industry” published by Prospective Industry Research Institute, China’s wine imports grew by 38,1347,000 litres from 2013 to 2017, an increase of 93.96%. China’s wine imports fell in 2018. In December 2018, China’s wine imports dropped by 26.6% from a year earlier, to 58,898,000 litres. On the cumulative side, China’s wine imports from January to December 2018 amounted to 729,677,000 litres, down 7.3% from the same period last year. China’s wine market is at the crossroads of rapid development, and wine imports continue to rise. The world’s wine producers are turning to the east, which may have a great impact on the future pattern of China’s wine market.

In terms of import amount, the import amount of Chinese wine decreased slightly from 2013 to 2014, while the import amount of Chinese wine increased from 2015 to 2018. In December 2018, Chinese wine imports amounted to $302.3 million, down 23.3% from a year earlier. On the cumulative side, China’s wine imports from January to December 2018 amounted to $3914.6 million, an increase of 6.5% over the same period last year.

Statistics and growth of Chinese wine import in 1-12 months of 2018



Data source: Institute for prospective industry consolidation

The Rise of Wine in China

“Brand” and “producing” plays an important role can not be ignored in the promotion and consumption in China Wine market, not only the Great Wall, Changyu, Weilong state-owned brand in our country, there are a number of international brands such as Lafite settled in china. China is the world’s Wine import trade for the land, has an unshakable position in the market, attracting a large number of domestic and foreign Wine regions compete together with Chinese market.

The industry believes that the current market, Chinese Wine in a continuous development and evolution process, more and more consumer awareness of the concept of Wine, producing areas are constantly deepened, so China Wine development area concept is very important.

With the China Wine market matures, more and more Wine flocked to China import market share. It is reported that the current Chinese has over 5000 Wine importers and distributors, including Shanghai, Beijing, Shenzhen and Guangzhou, the number of dealers is the largest, the competition is more intense. And with Australia exports to the China market Wine business gradually, Wine imports are faced with the problem of online and offline distribution channels, as well as many Wine extrusion, the future of the brand, expand the space industry development at the same time, it is difficult to increase market share.

At present China Wine market gradually mature, to be in an invincible position in the industry, it is important to grasp the market direction firmly seize the consumer. SuperWine as an international well-known Wine exhibition, has been successfully held dozens of sessions, to help a large number of enterprises at home and abroad to expand the market to achieve its goal of consumption. Now, the twentieth Shanghai international Wine and Spirits Exhibition (SuperWine) will be held on May 29, 2019 -31 at the Shanghai National Convention Center, this is a new opportunity for businesses to open up the market of wine!


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