中国红酒市场分析.docx

1、 中国红酒市场分析中国红酒市场分析 China Wine Market Snapshot Cover Image: APRIL 2010 Authors:Philip Webley,Project Manager,Victorian Employers Chamber of Commerce and Industry(VECCI)Employers House,486 Albert Street,East Melbourne Victoria,Australia,3002.Stephanie Jiang,Manager,Sino Access Room 1408,Ramada Yihua Ho

2、tel,45 North Zhongshan Road,Nanjing 210008,China.Bryan Balmer,Manager,Thailand and Vietnam,Department of Primary Industries,Level 29,Central World Tower,Rama,1 Road,Pathumwah,Bangkok 10330,Thailand.Lucy Ridley,Project Officer,Strategic Market Analysis,Department of Primary Industries.1 Spring Street

3、 Melbourne,Victoria 3000.ISBN 978-1-74264-062-4(print)ISBN 978-1-74264-063-1(online)Contents Executive Summary Introduction Import of Bulk Wines China Sparkling Wine Imports Import Duties Food Safety Regulations Chinese Consumption Patterns Distribution and Retail Channels China Wine Industry Summar

4、y Chinese wine Production References Executive Summary China is now the worlds fastest growing wine consumption market.It has rapidly become Australias fourth largest export destination for bottled wine with exports worth US$87 million in 2009 up from only US$6 million in 2004.Australia is now China

5、s second largest supplier of bottled wine next to France,supplying 21%of Chinas imported bottled wine.Australian wines have appeal to Chinese palates with their strong fruity flavour.Over the last ten years,wine consumption in China has exhibited the strongest growth amongst all alcoholic beverages.

6、In 1999,retail wine sales were only 3.76 billion RMB.By 2008,this increased to about 20 billion RMB,an average annual increase rate of about 20%.For the first time in 2009,bottled wine imports exceeded bulk wine import volumes.This trend reflects the demand for good quality wines that suit a growing

7、 middle class consumer base.In terms of quantity,annual per capita consumption of wine in China is still only around 0.5 litres per annum,a fraction of the consumption in western countries.However wine consumption has been growing at around 7%per annum;a much higher rate than traditional wine drinki

8、ng countries which have been growing at 1%only in recent years.Wine drinking is increasingly considered a healthier alternative to spirits and is somewhat trendy.Still red wines are particularly popular.Wine bars and boutique wine stores have flourished in the major cities of Shanghai,Beijing and Gu

9、angzhou.Young urban professionals and business people account for most wine consumed in bars and hotels.The retail sector is also experiencing growth,with many supermarkets and other outlets stocking a range of domestic and imported wines.In many instances the purchase of imported wine is for a spec

10、ial occasion gift or to serve at a restaurant banquet to impress guests.China is also becoming a wine producing country in its own right,and in the past few years has made some progress developing local premium wines.Some European wine houses have started producing wine in China,particularly in the

11、Penglai region of Shandong Province which has climatic and soil conditions similar to those of the world famous wine region of Bordeaux,making it a suitable growing region.The quality and brand recognition of local wines is increasing,with the local industry recognizing that brand and packaging are

12、important and spend large amounts of money on advertising and brand building.Chinese distribution companies are fast gaining wine marketing expertise and many new companies have joined the industry with the rules for establishing private import/export businesses being relaxed in recent years.These p

13、rivately owned importers are now starting to take market share from foreign distributors and in some cases have an advantage in being able to tap into local corporate and government client networks.Since joining the World Trade Organisation,(WTO)China lowered its wine import tariff rate to 14%from 6

14、5%(excluding consumption and VAT tariff)creating more opportunities for foreign wine against local products and higher taxed spirits.Although China is still emerging as a wine consumption market,the prospects for continued growth are huge because of the rapid increase in wealth and increasing urbani

15、sation of the population.Introduction China,being the most populous country in the world has huge potential as a growth market for wine.In 2009,China was the second-largest economy in the world after the United States of America(on purchasing power parity basis)although in per capita terms the count

16、ry is still lower middle-income(CIA 2010).It is estimated that by 2025,there will be 221 Chinese cities with a population greater than one million,compared to only 35 cities in Europe(McKinsey&Co 2009).Rapid economic growth has produced a middle class with the capacity to pay for imported foods and

17、premium products of all types including wine.Reflecting this,now the worlds fastest growing wine consumption market.Wine drinking is considered a healthier alternative to spirits and somewhat trendy,with still red wine being particularly popular.Young urban professionals and business people account

18、for most wine consumed in bars and hotels,in the main cities of Shanghai,Beijing and Guangzhou(NZTE 2009).The retail sector is experiencing growth,stocking a range of imported wines.In many cases the purchase of imported wine is for special occasion gifts or to at a restaurant banquet to impress gue

19、sts.In Asia,wine sales have doubled over the past decade,with China and Japan together accounting for 80 percent of the total Asian market(Thorpe 2009).China only began importing bottled wines in the last 15 years or so,and only in recent years,have consumers begun to develop a taste and preference

20、for particular wine types that compliment food.Growth in wine consumption from 2001 to 2006 averaged around 7%annually,in contrast to global demand which grew at just over 1%during the same period(Thorpe 2009).In the past five years,Australia has been gradually gaining market share of bottled wines

21、from traditional market leaders including France,Italy and Spain,and bulk the wine segment mainly supplied from Chile and used for local blending.These trends reflect the demand for good quality wines that suit a growing consumer base(Thorpe 2009).In 2009 Australian wine exports to China were valued

22、 at A$131 million,an increase of 75%from 2008(GTIS,from Australian Customs Data,2009).Chinese bottled wine imports(excluding sparkling)have grown hugely from US$25 million in 2004 to US$377 million in 2009 as shown in Figure 1.The volume grown from 7 million to 91 million litres over the same period

23、(GTIS,China customs data,2009).China is now Australias fourth largest export country for bottled wine(excluding sparkling)growing from US$6 million to US$87 million in 2009.Figure 1.Bottled Wine Imports(excluding sparkling)2004 2009 US$million Source:GTIS,(from China Customs Data),2010 France still

24、dominates with 48%market share of the imported bottled wine segment in 2009.Australia had 21%share and other producers such as Italy,Chile and the USA have only 6%or less,as shown in Table 1 Table 1.Market Shares of Chinese Imported Wine Country Bottled Bulk 2008 2009 2008 2009 Australia 20%21%4%27%

25、France 46%48%8%5%Italy 8%6%5%0.2 New Zealand 2%2%0.1 0.1 South Africa 1%1%2%3%Chile 5%6%50%47%Spain 4%3%7%3%USA 5%6%5%8%Others 9%6%17%5%Source:GTIS,(from China Customs Data),2009 Prices paid for imported wines in China declined in 2009,reflecting increasing supply competition from both established a

26、nd lower priced producers such as Chile.According to GTIS Chinese Customs data(2010),the unit price for Australias bottled wines was US$4.29 per litre in 2009,behind New Zealand and France.France receives US$0.17 cents per litre more for bottled wine than Australia,suggesting much of the French wine

27、 entering the market is at relatively low price points(GTIS,from China Customs Data 2010).Table 2.Average Price of Imported Wine US$/Litre Country 2006 2007 2008 2009 World 3.82 4.35 4.80 4.14 Chile 3.34 3.21 3.42 3.54 Italy 4.07 3.5 4.28 3.58 Australia 3.73 4.15 4.72 4.29 France 4.24 5.33 5.53 4.46

28、 Chile 3.34 3.21 3.42 3.54 New Zealand 7.12 7.07 8.82 8.07 Germany 3.94 4.46 5.68 4.95 United States 3.19 3.64 3.82 3.34 Source:GTIS,(from China Customs Data)2010 According to the latest statistics from the National Statistics Bureau,(NBS China,2009)imported wine has around 20%market share in China.

29、The majority share is occupied by low to mid priced domestically produced wines retailing at A$3.20 to A$9.60 per bottle.The sharp increase in wine imports can be attributed to:Consumption tax on White Spirit(rice wine)has risen causing a price increase on spirits.Import duties(bottled wine)dropping

30、 from 65%to14%following Chinas accession to the WTO.(.2009).Overall wine demand has increased and this has pulledin more imported wine.Import of Bulk Wines Over the past couple of years,bulk imported wines have been losing market share to imported bottled wines in China.From 2005 to 2008,bulk wine(g

31、reater than two litre packaging)had twice the volume of imports compared to bottled wine(less than two litre packaging).However,in 2009,bulk wine imports of 80.2 million litres were exceeded by volumes of bottled wines at over 90 million litres,as bulk wine imports in 2009 shrank by 24%over the prev

32、ious year.The shrinkage in bulk imports is explained by expanding Chinese vineyard acreages and growing domestic grape production increasingly able to supply the needs of domestic wine producers.While overall bulk imports from the world declined in 2009,bulk imports from Australia surged to US$18.9

33、million in 2009 from US$3 million the previous year.Australias market share in this segment grew from imports to China with 47%share(see Figure 2).The extra bulk supply from Australia in 2009 reflects the glut 5 of grapes and wine in Australia,with producers offloading wine at low prices.According to Chinese Customs data,the price per litre of Australian bulk wine imported into China was only US$0