Tag Archives: prowine

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

Posted on by Maxime LU

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.

3093153859

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.

30154433294

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.

30154420622

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.

3093433829

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

中国最新葡萄酒销售市场概况（2015-2016）

Posted on by Maxime LU

文：陆江（Maxime LU）

（本文已发表于Prowine China，转载请标明出处和署名）

中国的葡萄酒市场，最近几年一直是处在大幅变动中，无论市场主要消费受众还是酒商销售模式都在发生变革性的调整。

30154433294

2006-2007年开始在中国逐渐兴起的这一轮葡萄酒消费风潮，到2011年初到达高潮开始有所减缓，而到了2012年的三公限制政策的推出，直接快速地使市场步入调整期。中国的葡萄酒市场迅速地从集团消费和对公消费等主力市场，转换成面向大众为主的个人消费市场。历经2012-2014年的市场大幅下跌和探底，2015年中国的葡萄酒市场则开始初露曙光。

以进口葡萄酒为例，2015年进口量为5.55亿升，数量同比增长44.58%；进口额为20.39亿美金，金额同比增长34.30%。但是这个增长比例要谨慎乐观，因为其中要考量到是前两年市场不景气，流通环节清库存后的补货，以及新资本进来后的进货，当然也包括市场增长部分。

3093153859

2015年原瓶进口葡萄酒的来源国，来自法国的葡萄酒排在首位，进口量1.67亿升，增长33.66%；进口额8.67亿美元，金额增长41.25%；均价为5.19美元/升，同比增加5.68%；法国酒占整个原瓶进口葡萄酒市场的46.2%，地位依旧稳固。第二位是有着降税利好的澳大利亚，进步很快，进口量增速达56.54%，进口额增速高达77.80%，约占原瓶进口葡萄酒市场的23.4%。第三位智利占市场份额的9.1%，第四到第十位的分别是西班牙，意大利，美国，南非，阿根廷，新西兰，德国。

国产葡萄酒在2015年仍然是中国葡萄酒市场的主导，占有近70%的市场份额（数量计），国产葡萄酒阵营是双寡头张裕和长城主导，在进口酒的竞争下，以及消费者的逐渐成熟，国产酒巨头们积极对产品线的定价体系进行调整，加强完善在主力市场销量最大的低价段的产品系列。还购买海外酒庄以及和国际知名品牌建立合作，直接介入进口酒市场，手笔不小，对未来市场的野心也不小，2016年相信他们会有更多市场动作。另外国产酒市场在北上广被冲击得相对明显，不过在广大三四线城市的葡萄酒市场，国产酒凭借强大的品牌积淀和市场运作能力，将继续在一定时期内保持着主导的市场地位，虽然面临的挑战也会逐渐增多。

需要特别提到的是，近年来在宁夏、新疆、山西和怀来等产区也崛起了不少精品葡萄酒庄，为国产葡萄酒在国内和国际市场上博得了不错的声誉。 这些精品酒庄开始带动了本土消费者对国产酒的品质信心，和对国内葡萄酒产区的认知和了解。越来越多的有实力的进口商也逐渐加入到代理国产精品葡萄酒的行列。从市场反馈的资讯来说，在2016年将会有更多行业资源投入到中国本土葡萄酒的推广中。

在市场拓展和销售方面，全行业都在继续探索推动中。

30154420622

B to C的平台商京东、亚马逊等都通过逐渐加大直营品类和完善对入驻商户的支持，来提升对平台大流量的转换率，他们因为一直是以个人消费客户为主，所以没有受到来自三公限制政策的负面影响，反而随着个人消费市场的增长得到快速发展。据京东相关负责人介绍，2015年京东葡萄酒业务收入达到2014年的3倍，2016年的一月份是去年同期收入的4倍。在2016年，这些大平台们纷纷在规划加强对二三四线城市乡镇的渗透，他们逐渐成为葡萄酒市场的核心平台。

原来资本市场热点的葡萄酒垂直电商模式在经营上压力越来越大，在过去的一两年内逐渐分化，被收购兼并，或是开始多品类经营，也有逐渐淡出视线。现在酒类行业O to O模式正成为资本市场追逐的焦点。部分酒商如酒仙网、酒便利、1919等通过资本的推动和O to O模式，实现规模的快速扩大。但这种模式和扩张在业内具有争议，无论来自于供货商还是销售领域的从业者，不过对于几家规模领先的O to O酒商来说，2016年会是继续急速扩张的一年，泡沫一定会有，机会也同时存在。

还有B to B模式也在中国的葡萄酒行业形成一定规模，有越来越多葡萄酒电商在介入这一领域，例如像挖酒网，酒仙网等。

3093433829

而老牌酒商则继续植根传统餐饮商超渠道外，也在努力进行探索和改变：如澳洲零售巨头Woolworths在华的子公司葡道在探索精品连锁零售门店（wine boutique）的模式，为私人客户提供高性价比的精品酒，以及专业葡萄酒服务；还有像ASC关闭原有为私人客户服务的高成本会所，加大电商方面的投入力度，以及加强和其它电商平台的合作，还主动调低利润率，降低产品价格；还有像富隆和ASC等通过葡萄酒教育和文化推广增加对客户的粘度等。2016年也会是这些传统酒商继续转型的一年。

对于2016年中国葡萄酒市场的整体发展，我们通过部分有代表性的葡萄酒企业的反馈来看，基本都认为是积极向好的，预计增幅在15%-30%之间。期待这温和增长的新的一年。

 

陆江（Maxime LU）

– 曾为Decanter亚洲葡萄酒大赛（Decanter Asia Wine Awards），意大利南部葡萄酒大赛（Puglia）、葡萄牙葡萄酒挑战大赛-Wines of Portugal Challenge（Lisboa）等国际国内葡萄酒大赛专家评委；美食美酒旅游类撰稿人，《葡萄酒在线》专栏撰稿人、《Decanter中文版-醇鉴中国》撰稿人，葡萄酒行业咨询顾问，万欧兰葡萄酒教育首席讲师，资深葡萄酒收藏顾问。

新西兰葡萄酒与中国市场概述

Posted on by Maxime LU

图文：陆江（Maxime LU）

本文已发布于ProWine China网站专栏，转载请标明出处。

　　今年二月，我应邀走访了新西兰大部分葡萄酒主力产区，探访了各地的一些不同风格的名庄，还分别在不同产区集中品鉴了当地众多酒庄的产品（Regional Wines Tasting），让我对这个世界上最南端的产区国的实力有了更全面的认知。新西兰葡萄酒稳定的品质，合理的价格，干净的果味，活跃纯净浓郁，个性鲜明，尤其是在备受不少国内葡萄酒爱好者诟病的多样性方面，其实也都表现不弱。

12101444104s

新西兰从北岛 (南纬36°)一直延伸1600公里到世界上最南的葡萄酒产区中奥塔哥(南纬47°)。海洋性气候是主导，所有的葡萄园与海岸的距离不会超过130公里。白天的充分日照，夜间的凉爽海风造就了不少产区较大的温差，使酿酒葡萄成熟有了上佳的生长条件，受海洋影响，也没有特别极致的天气状况。另外，新西兰属于地壳活动频繁地带(地震火山很多），再加上河道的变迁以及人类的影响，导致有着复杂的地物地貌结构，和丰富多样的土壤构成，再配合各地块极为不同的微气候。这为新西兰葡萄酒的多样性提供了风土条件（Terroirs）的保证。

12101924518s

还有重要一点，新西兰葡萄种植起于1819年，但葡萄酒行业真正大力发展其实也是最近三四十年，没有传统束缚，新技术快速普及，创新不断，随着对当地风土条件的探索和磨合，新西兰葡萄酒行业的种植酿酒技术达到国际一线水准，对种植区的微气候和细分地块的研究也达到较高水准，使不同地块的特点能很好发挥出来。例如黑皮诺在怀拉拉帕（Wairarapa）、尼尔森（Nelson）、马尔堡（Marlborough）、坎特伯雷（Canterbury）/怀帕拉谷（Waipara Valley）、中奥塔哥（Central Otago）等产区都有各自区域特色。

1210210295s

另外，虽然从种植面积来说现在新西兰主要代表品种是长相思和黑皮诺，此外还有不少夏朵内，芳香系品种，西拉，梅洛和赤霞珠调配等。由于不少葡萄酒从业者来自不同国家，这些国家的传统葡萄品种不同，有不少人除前面提到的常规品种外，在寻求种植，如Sangiovese，Malbec，Tempranilo,Albarino，Gruner Veltliner等更多品种，找寻最合适他们的葡萄园，随着新品种的表现卓越，葡萄品种的多样性也将会是新西兰葡萄酒发展的一个趋势。

2014年的数据，新西兰葡萄种植总面积35,510 公顷（比2013年上升1%），不到波尔多种植面积的三分之一，产量3.2亿升，仅占全球的百分之一。葡萄酒产业规模小，不过平均单价位于各产区国前茅，主要走优质精品酒路线。新西兰95%的葡萄酒庄是新西兰葡萄酒可持续发展计划（SWNZ）的参与成员，部分已经达到了碳中性标准水平。

新西兰葡萄酒行业比较前瞻性地推动政府立法保护行业的相关知识产权，以便对可能针对新西兰葡萄酒相关的假冒侵权行为实施打击。今年4月，新西兰经济发展部和新西兰葡萄酒种植协会联合宣布，建立地理标示（GI）制度，保护新西兰国际知名的葡萄酒产区和产品，预计到今年年底能完成相关进程。

12102334559s

从2007年开始，新西兰正式涉足中国市场推广。当时中国进口葡萄酒市场完全是法国葡萄酒绝对主导。不过新西兰葡萄酒在中国的发展关键点，是2008年中新两国签署了自由贸易协定，中国很快成为新西兰最大的贸易伙伴。在2008年签订的中国-新西兰自由贸易协定(FTA)中，确定从2012年1月1日起，对新西兰葡萄酒实施零关税。这一举措大力推动新西兰葡萄酒行业的信心。

在市场开拓方面新西兰葡萄酒行业也务实进取，使葡萄酒成为新西兰出口产品中增长最快的产品。2014年底，葡萄酒已成为新西兰第六大出口产品。

针对像中国这样具有巨大潜力的葡萄酒市场，新西兰作为葡萄酒产业规模小，走精品化道路的产区国，经过对中国市场研究和自身资源的分析，选择了相当务实，且又具有远见的推广计划。新西兰几年前推出了事半功倍的葡萄酒高度影响力计划，该计划由新西兰贸易发展局和新西兰葡萄种植与葡萄酒酿造协会联合推出。通过具有影响力的本地葡萄酒专业人士的参与，在中国葡萄酒市场，为新西兰打造高质量葡萄酒产区国的形象。

12103150358s

近几年的主要实施举措：

– 推出新西兰葡萄酒中文网站；

– 周期举办新西兰葡萄酒展，同期举办专题研讨会、餐酒搭配主题晚宴；

– 组团参加本区域内最有影响力的酒展，如Prowine China等；

– 安排中国葡萄酒行业的意见领袖（KOL）和专家去新西兰葡萄酒产区走访考察，并成立KIWI CLUB维系好这些人脉资源。通过他们让更多消费者了解新西兰葡萄酒。

– 开展传统和社交媒体市场推广活动，如在微博和微信上开通互动和信息发布账号；

– 提供针对新西兰葡萄酒从业者的教育项目，包括通过在新西兰本地举办研讨会让新西兰葡萄酒公司更好地了解中国市场，从而制定出有效的发展战略和开拓计划。

新西兰葡萄酒还推出新西兰葡萄酒培训课程，像4月份刚完成的，由新西兰顶级葡萄酒大师讲授的，针对葡萄酒专业人士的新西兰葡萄酒认证课程。并且除了北上广等一线城市外，还会在不久的未来打造完整的培训认证体系，从而覆盖更广的二三线重要葡萄酒消费城市。

12102712412

经过数年的努力，新西兰葡萄酒出口到中国的数量有明显涨幅，从2007年的二十六万八千升增长到2014年的一百九十二万升。按货值计算，出口额从2007年的人民币一千二百五十万跃增至2014年的人民币一亿三千一百万。2014年，中国成为新西兰在海外的第六大葡萄酒出口目的国，排在前面的有澳大利亚，美国，英国，加拿大和荷兰。

尽管中国市场从2012年下半年开始，因为政策变化，整个市场步入低迷。尤其去年2014年，被认为最低谷的时期，中国进口葡萄酒总量与2013年相比下滑了百分之五点七，但是从新西兰进口的葡萄酒在同期，以货值计算却上升了百分之三十四，以数量计算上升了百分之十一。这再度巩固了新西兰在中国进口葡萄酒市场的份额。也让新西兰葡萄酒行业更加看好中国市场的潜力。

对于中国市场，新西兰葡萄酒行业抱有很大的信心和期望值。新西兰贸易发展局和新西兰葡萄种植与葡萄酒酿造协会制定了未来5年内在华的市场目标：2020年实现1亿5千万新西兰元的葡萄酒出口额。我们将拭目以待。

1210296501

 

 

欢迎微信搜索【葡萄酒在线】或【wineclos】，关注我们公众号，我们有国际国内热点的葡萄酒资讯和专家观点，还有有趣好玩的美食美酒旅游活动。

陆江（Maxime LU）

– 国际国内葡萄酒大赛专家评委，独立酒评人，美食美酒旅游类撰稿人，葡萄酒行业咨询顾问，资深葡萄酒和烈酒收藏顾问，万欧兰葡萄酒教育首席讲师

王智慧（Serien WANG）

– 资深葡萄酒编辑、撰稿人和专业译者，《葡萄酒在线-WINEONLINE.CN》葡萄酒专题总监，万欧兰葡萄酒教育葡萄酒讲师

中国葡萄酒市场与教育推广

Posted on by Maxime LU

中国葡萄酒市场与教育推广

 陆江（Maxime LU）/ 万欧兰文化

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

 

近十年来，中国葡萄酒市场以其庞大市场潜力和较快发展速度，受到全球大多数产区国的重视和努力介入，也吸引了不少资本进入这个市场。但是从2012年开始，中国政府采取限制三公消费的政策，加之近年来经济增速放缓，以及行业浮躁盲目的冒进积累，导致中国葡萄酒市场快速进入回调期。2013年葡萄酒进口总量,相比2012年下降4.46%，而今年2014年上半年的葡萄酒进口量与去年同期相比下降了12.8%。  

　　原来葡萄酒市场主要聚焦在公务消费和集团消费上，团购送礼宴请占主要市场份额，现在随着三公限制和经济走缓后，这块市场急剧萎缩，这时个人型消费又重新回到市场关注焦点。而现在面临的市场调整，之所以表现那么惨烈，是因为市场环境变化突然，其效果有点硬着陆的意味。在这剧变中，不少商家受到冲击，尤其是太过依赖团购或公务消费的酒商，业绩影响显著，少数遭受灭顶之灾。不过对于中国葡萄酒市场，其实是有利有弊。在短期内它会是个剧烈阵痛，从长远来说，提前到来的硬着陆，以及价值回归，对整个行业的拨乱反正效果也很明显。  

14103856224

葡萄酒教室/陆江摄

面对个人消费和价值回归的市场发展方向，行业里一些有远见的企业反应迅速，过去一年中，一方面灵活调整价格体系和销售方式以适应个人消费的特点，另一方面，调整市场推广策略，在不景气的行情中积极采取措施，挖掘市场，尤其是通过加大不同形式的葡萄酒教育力度，开发培养新老客户，创造需求，挖掘新的消费点。像进口葡萄酒行业里的翘楚企业ASC，富隆，也买网，华致等都明显加大提升葡萄酒教育团队或市场部门的专业能力的力度，积极对外合作，从常规的葡萄酒系统课程，到不同的产区课，还有丰富多样的大师班，在企业和品牌推广、客户开发中达到事半功倍的效果。  

　　另外，整体葡萄酒市场虽然从进口额和进口量上看似不太景气，可事实上现在市场开始理性，前几年冲动盲目压的货数量不少，今年都在消化调整中，看市场里冒出数量不少的尾货或甩货就能大概知道原委。其实个人消费量的增加也很明显。这点可以从主要面向个人消费的葡萄酒电商的销售量的持续快速增长，窥豹一斑。另一方面，从葡萄酒教育市场本身的蓬勃发展也能看出端倪。各地大师班，产区课的开课数增长迅速。还有葡萄酒系统课程的参与者，以英国WSET课程为例在大陆短短十年左右的发展，特别是最近两三年，学生数量增长快速，现在中国市场已是WSET的全球最大生源国之一，由于需求旺盛，各地授课点的数量还在不断增加。 

 

14103926631

品酒会/陆江摄 

　　与此同时，在中国葡萄酒市场中意图分取更大份额的国外产区也在寻求突破口，其中官方产区课，以及国际葡萄酒大师开设的大师班，就是行之有效的突破方式。现在中国市场上销售额占据前两位的法国和澳大利亚，就是产区课推广中的佼佼者。 

　　法国从上世纪九十年代末就开始进入中国市场，是在中国最早实行产区课程教育的国家，尤其在2007年开始进行的波尔多葡萄酒学校讲师认证项目和官方课程的推出，将业内有影响力的专业人士变为波尔多的官方讲师-推广大使，这分布各地的数十位官方讲师每年有相应的培训量要求，从而通过几十位的讲师将产区知识不断地传播到全国各地的从业者和葡萄酒爱好者。这一模式也逐渐被其它产区在借鉴，其中最成功的是澳洲A+产区课程，他们用更多的讲师支持力度和激励机制，使澳大利亚A+课程的推广效果在很短时间内就赶上波尔多，甚至有超越之势，当然市场也给了相应的回报。此外产区或葡萄酒庄，也可以采用和有影响力的展会，以及本地教育机构合作的形式，开设大师班，品鉴会等形式，选择特定的传播受众，如葡萄酒讲师，媒体，消费意见领袖等，也能收到上佳的效果。如在即将到来的ProWine China酒展上就会有相应的葡萄酒课程。  

　　中国葡萄酒市场似乎是萧条冰封之际，可冰层下面蕴含着勃勃生机和蓄势待发，这主要推力之一，就是对消费者和从业者的葡萄酒教育。葡萄酒教育能让这个市场更加理性，更加健康，也更有商机。

 

Prowine China展会期间的同期活动的介绍页面链接：http://www.prowinechina.com/channels/169.html                           

 

 

Wine Market and Education Promotion in China

 – LU Jiang (Maxime) / WineSchool China –

 

Due to the great potential and rapid growth of China’s wine market, the past decade has witnessed the attention and participation from most wine producing countries worldwide. Much investment has flown into the market. However, in 2012 the Chinese government has adopted the policy of restricting three public consumptions (oversea trips, vehicles and banquets). Furthermore, sluggish economic growth and rash investment in the sector has made conducting business in China’s wine market a bleaker landscape more challenging. Wine imports have decreased by 4.46% (YOY) in 2013 and by 12.8% (YOY) in the first half of 2014.

Official and corporate consumption used to be the bulk of Chinese wine sales. Corporate purchases, gift-giving and dinners occupied the lion’s share of the market. By restricting three public consumptions combined with a stagnating economy, the relevant market share shrank dramatically. Individual consumption has become the focus of the market. The market changed unexpectedly and eventually experienced a hard landing. During the change, many dealers suffered greatly as they relied heavily on corporate or official consumption. Sales dropped remarkably and some dealers even retreated from the Chinese market. Nevertheless, the outlook for the industry is mixed. In short term, the drastic changes will unsettle dealers, but in the long run the industry’s hard landing and the value return will contribute to a healthy contraction and eventually higher quality standards of the Chinese wine industry. 

As for individual consumption and the market orientation for value return, some witty entrepreneurs have acted swiftly. Over the past year, they have flexibly readjusted the pricing and sales strategies to cater for personal consumption. On the other hand, they have improved marketing strategies and taken measures to explore the market against the bleak backdrop. They, in particular, have devoted much effort in education campaigns by cultivating regular customers and newcomers, creating demand and exploring new fields of consumption. Leading wine import businesses like ASC, Aussina World Wines, yesmywine.com and Vats Liquor have put much effort into capacity building in their education teams or marketing departments. They have initiatively cooperated with others to conduct standard systematic courses, different courses on wine regions and various master courses. Their efforts pay off in the promotion of enterprises and brands and customer development.

Although the wine market’s outlook seems to be grim in terms of imports and exports as a whole, the market is becoming more rational. The stockpile out of indiscriminate purchase is being consumed this year, as we can see from a lot of leftover stock or bargains. Actually, personal consumption has increased obviously, which can be seen by soaring e-commerce sales. On the other hand, the burgeoning growth of the wine education market manifests this trend. Master courses and courses on wine regions are on the rise. There are participants of wine systematic courses. Take WSET course from Britain as an example. After the past decade’s growth, especially for the last 2-3 years, their student numbers have increased rapidly. Nowadays, China is one of the largest providers for WSET students. Due to the strong demand, sites of lecturing are on the rise.

Meanwhile, oversea wine producers are trying to break bottleneck in an effort to pursue larger market shares in China. Among their efforts, official courses on winegrowing regions and master courses lectured by international wine masters are effective in practice. France and Australia, top sellers in the Chinese market, are two leading promoters for courses on wine regions.

France found its way into China in the late 1990s. As a pioneer of introducing courses  on wine growing regions, France has initiated accreditation of lecturers of the Bordeaux Wine School and introduced official courses in 2007. Professionals with industrial influence have turned to be official lecturers-promotion ambassadors. Dozens of those official lecturers are required to offer training programs of certain amount. In that way, they pass on their expertise on wine growing regions to industry players and wine fans across the country. This mode is copied by other wine growing regions. Australia’s A+ course of wine growing regions is the most successful one. Powered by more lecturers’ support and incentives, Australia’s A+ course of wine regions caught up with their Bordeaux counterpart within a short period of time, eventually even surpassing the latter. Australia’s efforts pay off in the market. Besides, wine growing regions or vineyards can offer master courses and organize tasting parties by influential exhibitions or cooperation with local education institutions. They can select particular approaches (like wine lecturers, the media and consumption opinion leaders) to yield favorable results, like the wine courses in the upcoming ProWine China.

China’s wine market is currently in a turmoil. Nevertheless, there are signs of great potential and burgeoning growth. One of the major driving forces is wine education for consumers and industry players. Wine education will make the market more rational and healthier and will also offer more business opportunities.