中国红酒市场分析.docx

中国红酒市场分析.docx

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中国红酒市场分析中国红酒市场分析ChinaWineMarketSnapshotCoverImage:

APRIL2010Authors:

PhilipWebley,ProjectManager,VictorianEmployersChamberofCommerceandIndustry（VECCI）EmployersHouse,486AlbertStreet,EastMelbourneVictoria,Australia,3002.StephanieJiang,Manager,SinoAccessRoom1408,RamadaYihuaHotel,45NorthZhongshanRoad,Nanjing210008,China.BryanBalmer,Manager,ThailandandVietnam,DepartmentofPrimaryIndustries,Level29,CentralWorldTower,Rama,1Road,Pathumwah,Bangkok10330,Thailand.LucyRidley,ProjectOfficer,StrategicMarketAnalysis,DepartmentofPrimaryIndustries.1SpringStreetMelbourne,Victoria3000.ISBN978-1-74264-062-4（print）ISBN978-1-74264-063-1（online）ContentsExecutiveSummaryIntroductionImportofBulkWinesChinaSparklingWineImportsImportDutiesFoodSafetyRegulationsChineseConsumptionPatternsDistributionandRetailChannelsChinaWineIndustrySummaryChinesewineProductionReferencesExecutiveSummaryChinaisnowtheworldsfastestgrowingwineconsumptionmarket.IthasrapidlybecomeAustraliasfourthlargestexportdestinationforbottledwinewithexportsworthUS$87millionin2009upfromonlyUS$6millionin2004.AustraliaisnowChinassecondlargestsupplierofbottledwinenexttoFrance,supplying21%ofChinasimportedbottledwine.AustralianwineshaveappealtoChinesepalateswiththeirstrongfruityflavour.Overthelasttenyears,wineconsumptioninChinahasexhibitedthestrongestgrowthamongstallalcoholicbeverages.In1999,retailwinesaleswereonly3.76billionRMB.By2008,thisincreasedtoabout20billionRMB,anaverageannualincreaserateofabout20%.Forthefirsttimein2009,bottledwineimportsexceededbulkwineimportvolumes.Thistrendreflectsthedemandforgoodqualitywinesthatsuitagrowingmiddleclassconsumerbase.Intermsofquantity,annualpercapitaconsumptionofwineinChinaisstillonlyaround0.5litresperannum,afractionoftheconsumptioninwesterncountries.Howeverwineconsumptionhasbeengrowingataround7%perannum;amuchhigherratethantraditionalwinedrinkingcountrieswhichhavebeengrowingat1%onlyinrecentyears.Winedrinkingisincreasinglyconsideredahealthieralternativetospiritsandissomewhattrendy.Stillredwinesareparticularlypopular.WinebarsandboutiquewinestoreshaveflourishedinthemajorcitiesofShanghai,BeijingandGuangzhou.Youngurbanprofessionalsandbusinesspeopleaccountformostwineconsumedinbarsandhotels.Theretailsectorisalsoexperiencinggrowth,withmanysupermarketsandotheroutletsstockingarangeofdomesticandimportedwines.Inmanyinstancesthepurchaseofimportedwineisforaspecialoccasiongiftortoserveatarestaurantbanquettoimpressguests.Chinaisalsobecomingawineproducingcountryinitsownright,andinthepastfewyearshasmadesomeprogressdevelopinglocalpremiumwines.SomeEuropeanwinehouseshavestartedproducingwineinChina,particularlyinthePenglairegionofShandongProvincewhichhasclimaticandsoilconditionssimilartothoseoftheworldfamouswineregionofBordeaux,makingitasuitablegrowingregion.Thequalityandbrandrecognitionoflocalwinesisincreasing,withthelocalindustryrecognizingthatbrandandpackagingareimportantandspendlargeamountsofmoneyonadvertisingandbrandbuilding.Chinesedistributioncompaniesarefastgainingwinemarketingexpertiseandmanynewcompanieshavejoinedtheindustrywiththerulesforestablishingprivateimport/exportbusinessesbeingrelaxedinrecentyears.Theseprivatelyownedimportersarenowstartingtotakemarketsharefromforeigndistributorsandinsomecaseshaveanadvantageinbeingabletotapintolocalcorporateandgovernmentclientnetworks.SincejoiningtheWorldTradeOrganisation,（WTO）Chinalowereditswineimporttariffrateto14%from65%（excludingconsumptionandVATtariff）creatingmoreopportunitiesforforeignwineagainstlocalproductsandhighertaxedspirits.AlthoughChinaisstillemergingasawineconsumptionmarket,theprospectsforcontinuedgrowtharehugebecauseoftherapidincreaseinwealthandincreasingurbanisationofthepopulation.IntroductionChina,beingthemostpopulouscountryintheworldhashugepotentialasagrowthmarketforwine.In2009,Chinawasthesecond-largesteconomyintheworldaftertheUnitedStatesofAmerica（onpurchasingpowerparitybasis）althoughinpercapitatermsthecountryisstilllowermiddle-income（CIA2010）.Itisestimatedthatby2025,therewillbe221Chinesecitieswithapopulationgreaterthanonemillion,comparedtoonly35citiesinEurope（McKinsey&Co2009）.Rapideconomicgrowthhasproducedamiddleclasswiththecapacitytopayforimportedfoodsandpremiumproductsofalltypesincludingwine.Reflectingthis,nowtheworldsfastestgrowingwineconsumptionmarket.Winedrinkingisconsideredahealthieralternativetospiritsandsomewhattrendy,withstillredwinebeingparticularlypopular.Youngurbanprofessionalsandbusinesspeopleaccountformostwineconsumedinbarsandhotels,inthemaincitiesofShanghai,BeijingandGuangzhou（NZTE2009）.Theretailsectorisexperiencinggrowth,stockingarangeofimportedwines.Inmanycasesthepurchaseofimportedwineisforspecialoccasiongiftsortoatarestaurantbanquettoimpressguests.InAsia,winesaleshavedoubledoverthepastdecade,withChinaandJapantogetheraccountingfor80percentofthetotalAsianmarket（Thorpe2009）.Chinaonlybeganimportingbottledwinesinthelast15yearsorso,andonlyinrecentyears,haveconsumersbeguntodevelopatasteandpreferenceforparticularwinetypesthatcomplimentfood.Growthinwineconsumptionfrom2001to2006averagedaround7%annually,incontrasttoglobaldemandwhichgrewatjustover1%duringthesameperiod（Thorpe2009）.Inthepastfiveyears,AustraliahasbeengraduallygainingmarketshareofbottledwinesfromtraditionalmarketleadersincludingFrance,ItalyandSpain,andbulkthewinesegmentmainlysuppliedfromChileandusedforlocalblending.Thesetrendsreflectthedemandforgoodqualitywinesthatsuitagrowingconsumerbase（Thorpe2009）.In2009AustralianwineexportstoChinawerevaluedatA$131million,anincreaseof75%from2008（GTIS,fromAustralianCustomsData,2009）.Chinesebottledwineimports（excludingsparkling）havegrownhugelyfromUS$25millionin2004toUS$377millionin2009asshowninFigure1.Thevolumegrownfrom7millionto91millionlitresoverthesameperiod（GTIS,Chinacustomsdata,2009）.ChinaisnowAustraliasfourthlargestexportcountryforbottledwine（excludingsparkling）growingfromUS$6milliontoUS$87millionin2009.Figure1.BottledWineImports（excludingsparkling）20042009US$millionSource:

GTIS,（fromChinaCustomsData）,2010Francestilldominateswith48%marketshareoftheimportedbottledwinesegmentin2009.Australiahad21%shareandotherproducerssuchasItaly,ChileandtheUSAhaveonly6%orless,asshowninTable1Table1.MarketSharesofChineseImportedWineCountryBottledBulk2008200920082009Australia20%21%4%27%France46%48%8%5%Italy8%6%5%0.2NewZealand2%2%0.10.1SouthAfrica1%1%2%3%Chile5%6%50%47%Spain4%3%7%3%USA5%6%5%8%Others9%6%17%5%Source:

GTIS,（fromChinaCustomsData）,2009PricespaidforimportedwinesinChinadeclinedin2009,reflectingincreasingsupplycompetitionfrombothestablishedandlowerpricedproducerssuchasChile.AccordingtoGTISChineseCustomsdata（2010）,theunitpriceforAustraliasbottledwineswasUS$4.29perlitrein2009,behindNewZealandandFrance.FrancereceivesUS$0.17centsperlitremoreforbottledwinethanAustralia,suggestingmuchoftheFrenchwineenteringthemarketisatrelativelylowpricepoints（GTIS,fromChinaCustomsData2010）.Table2.AveragePriceofImportedWineUS$/LitreCountry2006200720082009World3.824.354.804.14Chile3.343.213.423.54Italy4.073.54.283.58Australia3.734.154.724.29France4.245.335.534.46Chile3.343.213.423.54NewZealand7.127.078.828.07Germany3.944.465.684.95UnitedStates3.193.643.823.34Source:

GTIS,（fromChinaCustomsData）2010AccordingtothelateststatisticsfromtheNationalStatisticsBureau,（NBSChina,2009）importedwinehasaround20%marketshareinChina.ThemajorityshareisoccupiedbylowtomidpriceddomesticallyproducedwinesretailingatA$3.20toA$9.60perbottle.Thesharpincreaseinwineimportscanbeattributedto:

ConsumptiontaxonWhiteSpirit（ricewine）hasrisencausingapriceincreaseonspirits.Importduties（bottledwine）droppingfrom65%to14%followingChinasaccessiontotheWTO.（.2009）.Overallwinedemandhasincreasedandthishaspulledinmoreimportedwine.ImportofBulkWinesOverthepastcoupleofyears,bulkimportedwineshavebeenlosingmarketsharetoimportedbottledwinesinChina.From2005to2008,bulkwine（greaterthantwolitrepackaging）hadtwicethevolumeofimportscomparedtobottledwine（lessthantwolitrepackaging）.However,in2009,bulkwineimportsof80.2millionlitreswereexceededbyvolumesofbottledwinesatover90millionlitres,asbulkwineimportsin2009shrankby24%overthepreviousyear.TheshrinkageinbulkimportsisexplainedbyexpandingChinesevineyardacreagesandgrowingdomesticgrapeproductionincreasinglyabletosupplytheneedsofdomesticwineproducers.Whileoverallbulkimportsfromtheworlddeclinedin2009,bulkimportsfromAustraliasurgedtoUS$18.9millionin2009fromUS$3millionthepreviousyear.AustraliasmarketshareinthissegmentgrewfromimportstoChinawith47%share（seeFigure2）.TheextrabulksupplyfromAustraliain2009reflectstheglut5ofgrapesandwineinAustralia,withproducersoffloadingwineatlowprices.AccordingtoChineseCustomsdata,thepriceperlitreofAustralianbulkwineimportedintoChinawasonlyUS$0