中国最新葡萄酒销售市场概况(2015-2016)

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。

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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。

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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。

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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。

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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。

摩尔多瓦-揭开面纱中的葡萄酒大国

摩尔多瓦-揭开面纱中的葡萄酒大国

-摩尔多瓦葡萄酒在华推广现状

陆江(Maxime LU)

本文已在【Prowine China】网站专栏登载,转载请标出处!

  前不久,我应邀参加中国葡萄酒媒体团,访问了著名的东欧葡萄酒生产国摩尔多瓦。摩尔多瓦作为前苏联计划经济体系下的主力供酒国之一,是全球第十大葡萄酒生产国,葡萄种植面积为11.2万公顷,与法国波尔多产区面积相仿,有着悠久的葡萄酒历史。葡萄酒产业约有25万就业人口,产值占到3.2%的GDP总量,占出口比重约为7.5%。虽然只是个500万人口的内陆小国,不过葡萄酒方面却是颇具实力和潜力的大国。我们一行在当地访问不同产区的酒庄、葡萄园,还有独特的庞大酒窖景观,品鉴了很有代表性的各产区酒款,让我对摩尔多瓦葡萄酒的多样性、独特性和高性价比印象深刻,当然丰厚独有的葡萄酒旅游资源也是极具竞争力。

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虽然上世纪90年代初苏联解体,摩尔多瓦仍然对俄罗斯为首的前苏联加盟共和国的葡萄酒市场有着极大的依赖。随着地缘政治的博弈加剧,摩尔多瓦地处罗马尼亚和乌克兰之间,成为欧盟和俄罗斯争夺的焦点之一。政治和外交对葡萄酒这项摩尔多瓦举足轻重的产业影响巨大,2006年摩尔多瓦葡萄酒就曾被俄罗斯全面拒绝,导致葡萄酒行业严重受挫,同期也激发的摩尔多瓦葡萄酒企业往外走的想法。当时在中国国内,我首次接触到的摩尔多瓦葡萄酒,就是著名的Cricova酒庄(2014 ProWine China 参展商),只是由于都是葡萄酒企业的个体商业行为,所以零星的摩尔多瓦酒企迈入中国市场,并没有形成合力,摩尔多瓦产酒国的形象在中国市场的认知是非常有限的,所以整体市场表现也并不尽如人意。

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随着摩尔多瓦与欧盟逐渐走近,今年2014年6月27日,欧盟与摩尔多瓦在布鲁塞尔正式签署联系国协定,摩尔多瓦议会7月2日通过了联系国协定。俄罗斯为了施压再次全面禁止进口摩尔多瓦的酒类产品,这使摩尔多瓦葡萄酒行业意识到必须摆脱单一市场的依赖,要走向市场多样化,让酒类产品进入欧美、中国等市场。

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现今,摩尔多瓦在保留自己的葡萄酒传统风格的基础上,逐渐在葡萄种植酿造、生产管理等方面与欧盟或国际标准并轨,为自己走向国际市场铺平道路。这次我们葡萄酒媒体团走访摩尔多瓦,就有亲身体会,举例说,有不止一家酒厂的工作人员向我们提到地理标识(GI)方面的保护,原来流行常用的一些欧盟保护的专用词,如Cahor,Cognac等,都已采用新的词汇代替。

中国作为世界上最富潜力的葡萄酒消费市场之一,自然成了摩尔多瓦葡萄酒的主要目标。今年就能明显感觉到摩尔多瓦在加大在华的市场推广力度。摩尔多瓦葡萄酒协会聘请了熟悉中国本地葡萄酒行业的专业公关团队,还安排中国的葡萄酒媒体走访摩尔多瓦葡萄酒产区。

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尤其特别要提到的是,在今年下半年中国大陆最有影响力的酒展ProWine China中,摩尔多瓦葡萄酒协会首次组团参加中国大陆酒展,以集体的形象向大陆买家和其他各类专业人士展现自己的特点和优势。其中展商不乏一些我在摩尔多瓦走访过,颇具实力的酒企如Asconi ,CRICOVA,Chateau Vartely,Fautor,Migdal-P,Purcari。本届酒展里还有重头戏,就是请到了在亚太区颇有声望的Debra Meiburg MW 在这个展会期间主持了五场关于摩尔多瓦葡萄酒的专题大师班研讨会(Seminar)。这为摩尔多瓦葡萄酒的专业品质,国际化形象的建立,都有积极推动作用。虽然从现阶段来说,仍处在一个市场推广的初级阶段,还没有那么多立竿见影的收效或回报,但是现在大家对摩尔多瓦葡萄酒的认知逐渐在开始建立,这也是开拓新兴市场的有效必要路径。

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当然为了达到摩尔多瓦葡萄酒在中国能广泛打开市场的目标,还需要国家层面支持的葡萄酒协会的持续努力。包括继续坚持对不同传播渠道的有计划持久的推介,尤其是传播精准迅速的新媒体,还有葡萄酒教育方面的推广合作,与业内的KOL意见领袖保持联系和互动,以及积极参加有影响力的大陆酒展,如ProWine China等。

摩尔多瓦葡萄酒继续秉承自有的优势,在持续的推广努力下,相信在不久的将来会在中国市场得到业内人士和消费者的认知认可,并获得丰硕的市场回报。

作者: 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,万欧兰葡萄酒教育首席讲师,资深葡萄酒收藏顾问。

【欢迎搜索:“万欧兰葡萄酒俱乐部” 或“wineclos”,关注我们公众号,或者扫描下方图形二维码。我们这里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。】

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Ongoing Promotions of Moldova Wines in China

Recently, I was invited to join a Chinese media delegation of wines to visit Moldova, the well-known East European wine producer. As a leading wine supplier of the former Soviet Union with the centrally planned economy, Moldova is the world’s No.10 wine producer and has a long history of wine production. The country’s wine-growing regions cover an area of 112,000 hectares, about the same as that of Bordeaux, France. Around 250,000 people are employed by the wine industry, the output value of which accounts for 3.2% of the country’s GDP and about 7.5% of the export volume. With a population of only 5 million, the small land-locked country boasts of solid strength and huge potential in wines. We visited chateaus and vineyards and unique large wine cellars and tasted signature wines in various wine-growing regions. I was deeply impressed by the diversity, individuality and high cost performance of Moldovan wines. Moreover, the country’s abundant and unique wine tourism resources are really competitive.

Despite the collapse of the Soviet Union in the 1990s, Moldova was once excessively dependent on the wine markets of former Soviet Republics led by Russia. Due to intensifying geo-political games, Moldova, lying between Romania and Ukraine, has been coveted by the EU and Russia. Politics and diplomacy have a huge influence on its decisive wine industry. In 2006, Russia banned imports of Moldovan wines, severely striking Moldova’s wine industry and motivating its wineries to go global. My initial impression on Moldovan wines was established by learning about the renowned Cricova Chateau (exhibitor of ProWine China 2014). At that time, no synergy was generated by a handful Moldovan wineries. Few Chinese consumers recognized the image of Moldova as a wine producer, resulting in the country’s poor market performance.

Moldova and the EU have been enjoying closer ties in recent years. On June 27, 2014, the two sides signed an Association Agreement in Brussels. On July 2, the Moldovan Parliament passed the agreement. Russia again banned imports of all Moldovan wines to put pressure on the country. The Moldovan wine industry has realized that it’s imperative to eliminate its dependence on the single market, pursue market diversification, and expand their presence in European, American, and Chinese markets.
While preserving its time-honored wine styles, Moldova is currently introducing EU or even global standards in grape growing, wine making, production, management, etc., in a bid to pave the way for international markets. The media delegation of wines gained insights in this regard. For instance, several wineries mentioned the protection of geographical indications (GIs). Some GIs protected by the EU widely used in the past, e.g. Cahor and Cognac, have been replaced by new ones.
It’s no surprise that China, one of the wine consumer markets with the biggest potential in the world, has become a key target of Moldovan wines. This year, Moldova has been stepping up efforts in promoting its wines in the Chinese market. The Moldovan Wine Guild has engaged professional PR teams familiar with the Chinese wine industry and arranged Chinese wine media to visit the country’s wine-growing regions.
It’s worth mentioning that, in late 2014, the Moldovan Wine Guild organized local wineries to participate in ProWine China, the most influential trade fair for wine and spirits on the Chinese mainland. It’s the first time for Moldovan wineries as a pavilion to participate in a wine exhibition on the Chinese mainland and showcase their features and advantages among Chinese buyers and other professionals. I have visited some of the exhibitors from Moldova, which are leading players in the country’s wine industry, e.g. CRICOVA, Chateau Vartely, Fautor, Migdal-P, and Purcari. As a highlight of ProWine China 2014, Debra Meiburg MW, a highly-reputed Master of Wine in the Asia-Pacific region, was invited to host five Master Classes (Seminars) of Moldovan wines, promoting the professional quality of Moldovan wines and image branding in the international market. Presently, market promotions are still at the initial stage without immediate effects or benefits. Nevertheless, more and more Chinese consumers are beginning to recognize Moldovan wines, which is an efficient and inevitable path to exploiting emerging markets.
Needless to say, wine associations supported by government authorities should make continuous efforts in order to expand the presence of Moldovan wines in the Chinese market, including constant and well-planned promotions through various communication channels, particularly new media featuring accurate and rapid communication, promotion and cooperation in wine education, keeping contact and interaction with professional key opinion leaders, participating in leading trade fairs of wine and spirits on the Chinese mainland, e.g. ProWine China, etc.
Looking ahead, Moldovan wineries will maintain their traditional advantages. With enduring promotional efforts, Moldovan wines will be recognized and acknowledged by both industry insiders and consumers alike, and reap substantial market benefits in the near future.
– LU Jiang, WineSchool China –