An Updated Overview of the Chinese Wine Market (2015-2016)

Text: By Maxime Lu / 陆江

Published on ProwineChina.COM, Chinese version of PROWEIN.

In recent years, the Chinese wine market has witnessed dramatic changes, with transformative adjustments made in both major consumer groups and the sales model of wine merchants.

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The spending spree emerging in China in 2006-2007 culminated in early 2011 and then subsided. With the introduction of the policy for tightening spending on official overseas visits, official vehicles, and official hospitality in 2012, the country’s wine market rapidly entered the period of adjustment. Major consumer groups have changed from enterprises, institutions and government authorities to the public. Following the slump and stagnation in 2012-2014, the Chinese wine market bounced back in 2015.

Take imported wine as an example. In 2015, the volume of imported wine totaled 550 million liters, a 44.58% y-o-y increase, valued at US$ 2,039 million, a 34.30% y-o-y increase. Nonetheless, we should be cautiously optimistic about the high percentages. It should be reminded that the market was rather sluggish in the previous two years. Moreover, we should consider the following factors: replenishment following the clearing of stocks in the distribution area, purchase following the introduction of new capital, and of course market growth.

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Regarding origin countries of imported original wines in 2015, France ranked No.1. The volume of wines imported from the country totaled 167 million liters, an increase of 33.66%, valued at US$867 million, an increase of 41.25%. The average price was US$5.19/liter, increasing by 5.68% over the previous year. French wines accounted for 46.2% of China’s imported original wine market, still occupying a solid position. Australia ranked No.2. Thanks to lowered tariffs, the volume of wines imported from the country surged by 56.54%, with the import value soaring by 77.80%. Australian wines accounted for 23.4% of China’s imported original wine market. Chile gained a market share of 9.1%, ranking the third place in the list. Countries ranking No.4 to No. 10 are Spain, Italy, the United States, South Africa, Argentina, New Zealand and Germany.

With a market share of nearly 70% (in volume), domestic wines remained to be a leading player in the Chinese wine market in 2015. Changyu and GREAT WALL monopolized the domestic wine segment. Facing foreign competitors and increasingly mature consumers, leading domestic wineries doubled efforts to adjust the pricing system of their product lines, and further improved low price product lines with the highest sales volume in the mainstream market. In addition, these wineries purchased overseas wine chateaus and established cooperative relations with renowned international brands in a bid to enter the imported wine market, fully reflecting their ambition and vision for the future market. These wineries are expected to have more market moves in 2016. In another development, domestic wine markets in Beijing, Shanghai and Guangzhou were severely hit in 2015. In wine markets in a number of tier-3 and tier-4 cities, nevertheless, domestic wines with wide brand influence and strong market operational capability will maintain a leading role over a certain period of time in spite of mounting challenges.

It should be mentioned that, in recent years, quite a few fine wine chateaus were founded in wine regions such as Ningxia, Xinjiang, Shanxi and Huailai. Wines made there were well reputed in domestic and international markets. These fine wine chateaus have boosted local consumers’ confidence in domestic wines and increased their knowledge and understanding of domestic wine regions. More and more big importers began to act as an agent of domestic fine wines. Market feedback shows that more industry resources will be utilized to promote Chinese wines in 2016.

As for market expansion and sales activities, the entire industry continued exploration efforts.

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B to C platforms, such as JD and Amazon, gave more support to direct-selling categories and merchants trading on the platforms so as to increase the conversion rate. These platforms have always been focusing on individual consumers, so they were not hit by the policy for tightening spending on official overseas visits, official vehicles, and official hospitality. Instead, these platforms developed swiftly along with the growth of the consumer market. According to sources from JD, the company’s revenue of wines in 2015 tripled from that in 2014, and the figure in January 2016 quadrupled from the same period of last year. Since the beginning of 2016, these leading platforms have been planning to enhance market expansion in tier-2, tier-3 and tier-4 cities and towns. They are gradually becoming the core platform of the wine market.

Once a hotspot in the capital market, vertical e-businesses have suffered from mounting pressure in operation. In the past one or two years, some of these e-businesses were acquired or merged, some began to sell multiple categories, and others faded away. Currently, the O to O mode in the wine industry is increasingly becoming a highlight in the capital market. By leveraging capital and the O to O mode, some wine merchants, such as jiuxian.com, 9bianli.com and 1919.cn, have realized rapid expansion. But both suppliers and salespeople consider such a mode and expansion controversial. However, for several leading O to O wine merchants, they will experience rapid expansion in 2016, with both bubbles and opportunities.

Meanwhile, the B to B mode has also taken shape in China’s wine industry. More and more e-businesses dealing wines have adopted the mode, such as wajiu.com and jiuxian.com.

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As for long-established wine merchants, they have been exploring new business models while continuing to develop traditional channels including restaurants, shopping malls and supermarkets. For instance, Pudao, the Chinese subsidiary of Australian retail giant Woolworths, is exploring the mode of wine boutiques to provide private customers with cost-effective fine wines and professional wine service. ASC has closed its expensive clubs providing services for private customers. The company has been increasing investment into e-commerce, enhancing cooperation with other e-commerce platforms, and lowering its profit margin and product prices. Aussino World Wines, ASC and other wine merchants are launching wine education and cultural promotion campaigns to improve customer affinity. These traditional wine merchants will continue transformation in 2016.

Regarding the overall development of the Chinese wine market in 2016, representative wineries gave basically positive feedback. They expected an increase rate of 15%-30%. We are looking forward to the new year with modest growth.

Source link: http://prowinechina.com/channels/138.html

小谈葡萄牙的特色产区和品种

 陆江(Jiang LU-Maxime)

本文版权属于Prowine China,转载请标明出处“Prowine China”

对葡萄牙葡萄酒的认知,绝大部分消费者还停留在波特酒上。这个位于欧洲大陆西南位置的沿海长条状国家,事实上是个葡萄酒的强国,沿海产区主要受海洋性气候影响,内陆部分是大陆性气候作用区。有超过250个本土葡萄品种,葡萄牙大部分都是多品种调配酒,葡萄牙酿酒师很多是葡萄酒调配专家,这也是葡萄牙酒多样性的重要保证之一。在葡萄牙,无论就餐的餐厅的酒单还是本地的超市或是酒屋,葡萄牙本土葡萄酒占绝对主导,这庞大的内需市场是本国生产商的市场基础。

包括成名已久的瑰宝级加强型酒波特和马德拉在内,其实从北到南有不少颇具特色的产区和品种。

我有幸在过去一年内走了三趟葡萄牙产区,尤其今年5月还应邀担任了Viniportugal葡萄牙葡萄酒协会(Viniportugal将参加在上海举办的ProWine China 2014展会)主办的葡萄酒大赛的唯一中国大陆评委,6月从北到南走访了葡萄牙大部分主力产区,而且还访问了马德拉岛。这些经历提升了我对葡萄牙酒的认知和了解。在我走过的产区中有些品种,在大陆认知很少,但佳品辈出,值得选出一些和大家分享:

在葡国西北部有着著名的绿酒产区,绿酒并非与颜色有关,更多指的是其采收略早,成熟度偏低,比较清浅,新鲜,经常带有微泡。当地用到的奥瓦里诺(Alvarinho,葡国外一般叫Albarino)可以出品果味和矿物均衡,清爽复杂,富有层次的白葡萄酒上品。今年11月来上海参加ProWine China 2014酒庄有Quinta Da Lixa等。
片岩土壤,梯田特色的杜罗河产区(Douro),是法国杜丽佳(Touriga Franca),国家杜丽佳(Touriga Nacional),丹魄(Tinta Roriz,Tempranilo,南部也称Aragones)等波特酒主力三品种的种植区。在我采访时,发现当地逐渐崛起的单一品种葡萄园,和混种葡萄园的理念都各有其拥趸者,这也正是新兴和传统的主要差异点之一。
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百拉达(Bairrada)产区是我最大的收获之一。尤其红葡萄品种巴加(Baga),有很好的酸度,既可做成传统雄壮饱满,也可做成细腻富有结构感,有很好的陈年实力,细腻程度甚至在国家杜丽佳(Touriga Nacional)之上。还有当地高性价比,实力相当出色的起泡酒,本区起泡酒产量占全国的65%。

在里斯本大区的布塞拉斯(Bucelas)法定产区是阿林图(Arinto)白葡萄酒的上佳产地,爽脆,细腻复杂,也有很好的集中度。

塞图巴尔(Setubal)半岛是红葡萄卡斯特劳(Castelao)的完美生长地区,成熟的单宁,加上均衡的酒体,适中的口感,可以在中国市场上有更多的发展潜力。塞图巴尔的特色,是加强型的塞图巴尔麝香葡萄甜酒(Moscatel de Setubal),芬芳甜美,经过在橡木桶陈年后会发展成复杂,饱满厚重的加强型麝香甜酒。我参观时尝到的1911年份,百年老酒,陈皮甘草蜂蜜,超级凝缩,不弱果酸居然依旧支撑上佳甜酸平衡,可惜只能在拍卖会买到,而这款酒的生产商就是去年参加了ProWine China的JOSE MARIA DA FONSECA,他家也是塞图巴尔最有代表性的生产商之一。

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阿连特茹(Alentejo)产区有大量的生产软木塞的栓皮栎,但土壤和气候有着丰富的多样性,有一些实力不弱的产区,还有些老藤,可以出产高质量的酒款,本区还逐渐引进不少国际品种。

距葡萄牙本土1000公里外马德拉岛的马德拉加强酒,号称不死之酒,自是享誉全球,可惜收藏级马德拉产量有限,尤其年份马德拉(Vintage Madeira)需要培养20年才能出厂,价格不菲。所幸还有其它相对量大价平的马德拉产品。参展商有Justino’s ;Henriques & Henriques.

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随着这几年葡萄牙葡萄酒在中国市场的推广,以及消费者需求的多样性,中国在去年已成为继安哥拉,美国,加拿大和巴西后的第五大欧盟以外的出口市场,去年销售额已达1200万欧元。而且今年在市场上的推广力度也有所加大,从面向业内专业人士的葡萄酒课程的开设,组团参加ProWine China展会,和邀请媒体到产区访问。尽管中国市场还是在受到中央政府三公限制政策的影响,但是我们惊喜得发现葡萄牙精品酒在中国的销量不断攀升。高品质、精致化、性价比好以及颇具市场潜力的葡萄牙葡萄酒正在被越来越多的进口酒商所认知。位于欧陆最西端的葡萄牙老牌的旧世界产酒国,过去不断致力于葡萄酒产业革新。未来,葡萄牙将为中国消费者带来更多别具一格口味的葡萄酒。

 

An Overview of Distinctive Wine Regions and Varieties in Portugal

Jiang LU-Maxime

As to wines from Portugal, most consumers only know Porto Wine. Portugal is a coastal and strip-shaped country in the Southwest of the European Continent as well as a major producer of wine. Its coastal regions are affected by the oceanic climate while its inland regions by the continental climate. There are over 250 native varieties of grapes. Most Portuguese wines are blended with several varieties. Most winemakers in Portugal are experts in blending wine, which is another guarantee for the diversity of Portuguese wines. Native wines dominate the menus of local restaurants, supermarkets and pubs. The enormous domestic market is the very basis for local wineries.
Including the fortified Porto Wine and Madeira which are time-honoured and much-treasured, there are many distinctive wine regions and varieties from the north to the south.
Last year, I visited wine regions in Portugal for 3 times. In May this year, I was the only judge from the Chinese Mainland to the Wine Competition organized by Viniportugal (Viniportugal will attend ProWine China 2014 in Shanghai). In June, I visited most wine regions from the north to the south and even the Madeira Island. All those trips contribute to my knowledge on Portuguese wines. Some varieties I spotted during my visits, little known to people in the Chinese Mainland, produce premium wines for generations. Here I choose some to share with you:
There are some famous green wine regions in Northwest Portugal. Green wines have nothing to do with the colour but come from early harvest of grapes. Green wines are low in maturity. They are light and fresh with microbubbles. Native Alvarinho (termed as Albarino outside Portugal) can produce top white wine tinged with a balance of fruit and minerals. The aftertaste is light and complex with layers. Chateau like Quinta Da Lixa will attend ProWine China 2014 in Shanghai this November.
The Douro Valley, featured with schist soil and terrace, is one of the 3 staple regions of Porto Wines (Touriga Franca, Touriga Nacional, and Tinta Roriz, Tempranilo —— also called Aragones in the south). During my visits, I found that the philosophies of both vineyards with a signal variety and ones with several varieties have their fans respectively. That is one of the major differences between the emerging and the traditional.
I learnt the most from the visit to Bairrada. Baga, a red wine variety, can make wines with good acidity. It can produce wines to be magnificent, traditional and full as well as having a delicate structure. Wines of that kind are good for storage. Their mellowness is better than that of Touriga Nacional. There are excellent cost-effective sparkling wines in the local area. This area is home to 65% of the country’s sparkling wines.
Bucelas AOC in the Lisboa Region is home to Arinto white wine which is brisk, mellow and complex with good concentration.
Peninsula de Setubal is the perfect habitat for Castelao red wines. Their mature tannin, balanced body and moderate taste may have greater potential in the Chinese market. The signature wine of Setubal is the fortified Moscatel de Setubal, which is sweet and fragrant, complex after years’ storage in oak barrels. It is a fortified musk sweet wine of full thickness. I tasted the 1911 vintage during my visit. The 100-year wine, superbly condensed, favoured of citrus, licorice and honey, is of strong AHA but with a perfect balance of sweetness and acidity. What a pity it can only be bought at auctions. Its maker is JOSE MARIA DA FONSECA which attended ProWine China last year. They are one of the representatives in Setubal.

The Alentejo region has an abundance of cork oaks which are to produce corks. The soil and climate are diversified here. There are vieilles vignes in some areas with edges, which contribute to superior wines. Quite a few overseas species are increasingly introduced in this region.
Madeira Fortified Wine, dubbed as Immortal Wine, is produced on the Madeira Island, 1,000 km from Mainland Portugal. Though it is well-renowned in the world, there is a very limited production of AAAAA Madeira. The making of Vintage Madeira, in particular, shall last for 2 decades, so the pricing is staggering. Fortunately, there is a large supply of other low-priced Madeira. Exhibitors include Justino’s and Henriques & Henriques.
With the publicity of Portuguese wines in the Chinese market over the past years and the diversified consumer demand, China became the 5th largest export market outside the EU after Angola, the United States, Canada and Brazil in 2013. The sales hit 12 million Euros last year. This year, more efforts have been devoted to the publicity like offering wine courses to professionals, recruiting delegations to ProWine China and inviting media people to visit wine regions. Though the Chinese market is constrained by the restrictive policies of the Central Government (for reducing the consumption of public funds on official receptions, vehicles and overseas trips), we are surprised to see that the sales of premium Portuguese wines are soaring. Portuguese wines, high-qualified, elegant and cost-effective with considerable market potentials, are gaining favour by wine importers. Portugal, on the west tip of the European Continent, is an Old World wine maker for a long time. In the past, the country was always a renovator in the wine industry. In the years ahead, it will bring about more distinctive wines for Chinese consumers.

 

Prowein, Explore the hidden treasure【德国酒展Prowein报道】非主流葡萄酒产国见闻

【德国酒展Prowein报道】非主流葡萄酒产国见闻

Prowein, Explore the hidden treasure

陈微然 Sylvia CHEN

Moldova

摩尔多瓦的葡萄酒产业相对较新,三个月前摩尔多瓦农业部门才划定了葡萄酒法定产区。摩尔多瓦的葡萄酒现今还处于以低价求市场的阶段,白葡萄酒清新,易饮,红葡萄酒属于野性奔放型。

葡萄酒的主要产区在国家的中部Central Codru Zone,有60%的葡萄酒都产自这个地区。整个地区春秋多雨,冬季最低温度可达到零下30度,夏季的最高温度在25度左右。当地种植的葡萄品种以本地品种为主,但是近些年为了走进国际市场种植了不少国际流行品种。

Prowein上展出的摩尔多瓦葡萄酒大多来自比较有实力的大厂,看酒庄的宣传资料,不少已经有一定的规模,展会上看包装和宣传方式也能跟得上当前的趋势。整个摩尔多瓦往中国的出口每年居然有一百万瓶,自2006年俄罗斯对摩尔多瓦实施禁运以后,中国市场就成了摩尔多瓦的主要目标。

值得一提的是,摩尔多瓦还有专门的网站介绍本国的葡萄酒www.vinmoldova.md,有英语,俄语,罗马尼亚语三种语言,网站的信息非常详细,有当地的活动,当地几乎所有葡萄酒酒庄的介绍和联系方式。而且摩尔多瓦的葡萄酒酒庄非常善于和国外寻求资助,此次展会的经费有75%都有外部的援助,分别来自美国和荷兰的基金会。

Georgia

今年的Prowein,格鲁吉亚占据了不小的展台,作为葡萄种植的发祥地同时也是一个古老的酿酒国度。不少格鲁吉亚的酒厂都会在采用传奎弗瑞陶罐酿制法的同时,采用欧式的葡萄酒酿造方式。白葡萄酒以清淡果香型为主,略带残糖,陶罐酿制的红葡萄酒入口柔顺但后端单宁粗强。格鲁吉亚的葡萄酒产区被国土中段的Likhi山脉分为东西两段,东部偏干燥,但光照相对充足葡萄的含糖量较高,西部频临黑海,受海洋影响气候相对温和。整个国家最高温度夏天在30°冬天在-1°左右。传统的陶罐酿制法会把葡萄连皮籽入罐陈年5-6个月后装瓶,东部的葡萄酒产区白葡萄酒酿制也采用此法。成酒香气浓郁,单宁粗强。

Romania

罗马尼亚的葡萄酒业由于有政府补助,整个发展势头强劲, 越来越多的国民参与到葡萄酒事业当中来。酒农每新种植一公顷葡萄园能够拿到2000-5000欧不等的政府补助,让不少东欧国家的酒厂眼红。罗马尼亚以产国际流行品种酿造的葡萄酒为主,也有一部分当地的特有品种Feteasca Neagra,Feteasca Alba  分别是红白葡萄品种的代表。分级制度为VM 餐桌酒,VMS优等餐桌酒,VS 地区餐酒, DOC 法定产区葡萄酒。其中DOC又按照含糖量不通分3个级别,全熟采摘,迟摘和贵腐。我尝到的几家酒厂主要还是以法国的风格为主。

Turkey

土耳其由于是下一届欧洲葡萄酒峰会的举办地,所以在欧美的网络媒体上红火了一阵。整个土耳其在葡萄酒推广方面还是相当开放和积极。几乎欧洲各大酒展都有他们的身影。用的酿酒葡萄以当地品种为主,国际流行品种也占了不少份额,白葡萄以Emir, Narince为代表,红葡萄以Okuzgozu, Bogazkere为代表。白葡萄酒为清淡果香型,红葡萄酒普遍是中重酒体,有不少波尔多混酿,做的挺有波尔多的神韵,就是欠些精细和平衡。

在这些东欧国家的葡萄酒推广有些进退两难,如果想更好的向国际市场进发,就得用国际流行葡萄品种,有时不免向知名产区的风格靠拢。如果想发展出自我风格,采用当地品种,语言这个天然的障碍给葡萄酒的国际化添加不少阻力。如何选择,必有取舍。

Isreal

以色列的酒厂以出产国际流行葡萄品种为主,值得一提的是,我尝到Yarden和其他酒厂的的Pinot Noir, Sauvignon Blanc,Chardonnay,Viognier都脱离了教科书式的风格。对中国人来说可能不太习惯这种味道,但对以色列本土的葡萄酒产业来说,这种本国特色未尝不是好事。非常推荐Yarden家的SyrahCabernet Sauvignon, 2007年份的Syrah充满了红果酱的味道,而后出现的肉汁和香料的气息更让人沉醉,中重酒体,入口柔和,单宁顺滑,绵长的回味。单一葡萄园的Syrah在凝缩度方面又上了一个档次,15%的酒精度却也不那么明显,质量上乘。2008年的Cabernet Sauvignon经过18个月橡木桶的陈年,香气以浓郁的黑粒子为主,入口酸度坚挺,单宁柔和却有十分力度。

关于参加Prowein的一点小建议

7.8个展厅实在太大,一定要提前做好功课,把想去的酒庄展位记好,并且按照展厅排好顺序。展会上的活动大多用德文,个别用英文的活动会特别标出,一定要留意。由于举办地在德国,大多数人还是冲着德国,奥地利的葡萄酒去,前两天最好走走其他国家。基本上最后一天下午参展商会陆陆续续离场,可以把这两个国家放在最后一天上午。对于进口商的建议是一定要选好酒庄,提前预约会谈,大部分酒庄的日程都很满,你会发现酒庄会议席每时每刻都有人,根本没有你插足的余地。