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    Home > Food News > Food Articles > Domestic wine to meet the "adjustment period and epidemic" test

    Domestic wine to meet the "adjustment period and epidemic" test

    • Last Update: 2020-11-25
    • Source: Internet
    • Author: User
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    Under the influence of the new crown pneumonia epidemic, the imported wine industry in 2020 ushered in an optimistic start.
    's latest customs import data showed that imports of wine fell the most in recent years in January-February, with Imports of Chinese wine falling 30.4 per cent year-on-year to 82.6 million litres, while imports fell 28.3 per cent to $430m.
    not only that, but importers now face the embarrassment of "no one, no boat".
    , Chinese wine by the impact of imports and deep adjustment, after the resumption of work, the industry "self-help" has not stopped.
    in the Chinese wine industry believe that under the outbreak, Chinese wine may usher in the opportunity to bend oversized.
    china's wine industry reverse its weakness after the outbreak? What will be the trend of development? China's wine imports fell 30.4 per cent year-on-year to 82.6m litres in January-February, while imports fell 28.3 per cent to $430m, the biggest drop in nearly five years, according to data from the source pixabay.
    Importers are under enormous pressure, on the one hand, the epidemic has reduced domestic consumption demand for drinking and visiting relatives and friends, the market has slowed sharply and inventories are high, and on the other hand, the spread of the epidemic around the world, especially in Europe, has brought some impact and greater uncertainty to the production and transportation of imported wine.
    fact, China's wine industry has been hit more than imported wine.
    according to the January-February wine industry economic performance data released by the China Wine Association, China's wine sales revenue of 1.288 billion yuan, down 40.8 percent, profits of only 0.5 billion yuan, down about 58 percent.
    many domestic wineries have reflected a sharp decline in sales at the beginning of the year, the return interruption, and compared with import trade, domestic wineries have a large number of people, cost pressure is greater.
    In addition, domestic consumption has only just begun to recover, the next peak season of wine consumption may have to wait until the Mid-Autumn Festival, a long inventory backlog has brought huge financial pressure, will also promote the wine industry to speed up the reshuffle, market competition will be more intense and brutal, which is more challenging for Chinese wine.
    but for Chinese wine, the outbreak is not just a challenge and pressure.
    industry analysis, the outbreak in some ways also brought opportunities for Chinese wine.
    compared with imported wine will be shipped, after the arrival of many turnover transport, domestic wine transport delivery is simple, there is no big temperature difference test, there is no excessive turnover risk.
    addition, its own national wine, Chinese culture, Chinese wine has language advantages, it is easier to establish brand awareness.
    On the other hand, the current outbreak in Europe and the United States is still spreading, a variety of outbound travel, overseas winery tours, etc. have been suspended, domestic wineries can seize this opportunity, through winery tours and other ways to attract more consumers to winery tourism and consumption, promote sales at the same time, but also improve consumer awareness, drive industry development.
    "reduce the burden" indispensable in Ningxia Xi pigeon winery advocates that, in view of the Chinese wine to achieve corner over-bus, now the most important thing is to make good wine, in the brand, story and so on to give consumers sufficient consumer confidence and reasons for consumption.
    addition, Chinese wine in order to get close to the water floor first month, in addition to their own efforts, but also need to "reduce the burden."
    from the quality point of view, in recent years, the quality of Chinese wine greatly improved, gradually get rid of the "low end" label, and in the major international wine competitions have been very rich.
    but at the market end, China's wine industry has been hit hard by imports for the past three years, which is linked to domestic consumers' preference for imported wines.
    In addition, industry insiders believe that the more important reason is that Chinese wine due to the high cost, in the competition with the same level of imported wine, price-performance disadvantage, lack of competitiveness, which also led to imported wine to seize more incremental market share.
    " high cost, both land, new winery costs of higher innation factors, but also with the domestic quality of wine products.
    Europe and the United States, wine is a agricultural product, enjoy low tax rates and agricultural subsidies, while at home, wine is a light industrial product, bear a higher tax burden, so that the two sides do not compete on a starting line.
    " It is understood that domestic wine production enterprises need to pay 10% consumption tax, 13% value-added tax, surcharge and 25% corporate income tax, especially 10% consumption tax, is to be levied on sales, which also led to the comprehensive tax of wine enterprises more than 30%, bringing a lot of pressure.
    After China's accession to the WTO, tariffs on imported wines have been falling, and some countries have already imposed tariffs of 0, which has further widened the cost gap between imported wines and Chinese wines, resulting in the phenomenon that the cost of imported wines across the ocean is lower than that of locally produced Chinese wines.
    to branding is a major trend The epidemic has brought opportunities and challenges to China's wine industry, while also accelerating the process of the industry reshuffle.
    after the outbreak, what will happen to the wine industry?Zhang Yanzhi said that in the next 5-10 years, the trend of brand concentration is still obvious, and small and beautiful brands will enrich market demand, the market will show a more active state.
    Zhang Yanzhi believes that with or without the outbreak, the wine industry has entered a shuffling period, the outbreak only accelerated the process.
    " to branding is certainly a big trend, branding said that a little bigger is the inevitable trend of China's prosperous economy, a smaller is the trend of industry development.
    any industry, as its development becomes more mature, or gradually from the manufacturer's market to the real consumer market, there is bound to be a trend of branding.
    " Zhang Yanzhi said, behind the brand is quality, safety, story or some kind of symbolism, these are important reasons for consumers to buy.
    Zhang Yanzhi said that the fragmentation of the market is the young consumer-led new consumption habits brought about, interesting, novel, have a certain quality, storytelling products are likely to become young consumers like the "small and beautiful" brand, "this small brand success of the chance is relatively large, the life cycle may be shorter, of course, in these small brands will precipitate some really good brands, but these precipitated brand probability will also go on what we now say brand road."
    "market fragmentation situation intensified" after the outbreak, the industry brand focus will be further enhanced, the brand pattern will not change in the short term, but the trend of market fragmentation still exists and will gradually become clear.
    " Beijing Gaulle wine industry general manager Chang Yanan believes that the brand company is more likely to be more attention inside and outside the industry, we will be concerned about their resumption of work action, but many small and medium-sized companies, wine merchants are actually very active, but everyone's attention to them is low.
    Fang Qi, general manager of Changsha Portuguese wine industry, also believes that after the outbreak, the market fragmentation will be further intensified, "especially group buyers have the flexibility to change direction at any time, large brand companies are subject to their own set-tone strategy, from the body mass of the case it is difficult to suddenly change direction."
    " Fang said that some products with brand advantages in the outbreak after the first recovery of the phenomenon is normal, but compared with the same period last year, the total amount is declining.
    " If a large saturated brand in the outbreak of large increments, I think this qualitative change can be recognized, but if it is a small body size of the brand outbreak increments, its qualitative change is not so obvious.
    " Fang said that after the outbreak will certainly eliminate some of the poor group buyers or small and medium-sized companies, but the fragmentation of the market will be further intensified.
    An importer in Guangxi believes that the outbreak caused a large inventory backlog, market competition will become fierce, "there are many importers have inventory in hand, after the outbreak, they are eager to withdraw cash, the shipping threshold is lower, meaning fragmentation will be intensified."
    " "fragmentation" is now the main form of the industry, wine brands in the layout of the end of the mainstream play is fragmentation.
    " Chang Yanan said that many international wine brands in the Chinese market, layout to channels, terminals or the use of mainstream fragmentation play.
    " recently through the observation of some business super, tobacco hotels, chain stores, found that Benfu, Red Devil, Montes and other big brands in circulation of goods relatively good, such as such a large brand circulation or international well-known brands, their base, channel layout is richer, the market meeting rate is higher.
    , founder of Shanghai-based Consulting, believes that the brand's resources are concentrated and more resilient to risk in this crisis.
    In the afterflow of the epidemic, the market share freed up by the elimination of some small and medium-sized enterprises will become an opportunity for brand expansion, branding is the ultimate trend," but in the future, channels will be more fragmented, channels will again be accurately divided.
    " Liu Zhen introduced, channel fragmentation refers to the channel chamber of commerce to further target consumers, such as group buyers may refine the group purchase business for community services, each channel may be further finely divided.
    in Liu Zhen's view, Shangchao, catering, liquor chain stores are the brand can not give up the channel.
    " because these three channels are very special, is the brand can directly contact the C end of the consumer's main channels, occupation of these three channels also represents the further consolidation of the brand in the consumer's mind impression.
    " Liu Zhen said that at present, many brands are hoping to set a price benchmark at retail price of 600 yuan - 700 yuan or so products, "head brand still has a certain amount of bullish space, wine is not as large as liquor volume, Chinese liquor consumers' consumption habits or focus on liquor, but wine brands are still trying to establish their own system of brand price benchmark."
    " brand price system is still some time to establish the standard liquor, wine brand price system to establish how long? In Fang's view, there is a big difference between wine and liquor, and wine will not eventually form a price system for liquor.
    "Although high-end wines are priced against famous white wines and have no ceiling on price, the yield of wines has a ceiling."
    " Fang said that the production of wine is limited, unlike liquor can be mass produced, and wine does not occupy a large market volume, want to form a similar brand of liquor system is very unlikely.
    " liquor price is actually a reference to the price of wine, in theory, wine will eventually move towards the price distribution trend of liquor brands, but wine has not really established the brand pattern, is still in a fragmented state, so in the short term can not be achieved.
    " Chang Yanan said that liquor now has low-end, low-end, sub-high-end, high-end and other price gradients, and has been taking the "quantity price increase" route, while imported wine in the beginning is the opposite direction.
    Previously, there were some wine merchants who earned the difference through information asymmetry, but now with price transparency and fierce competition, the price of wine has returned from irrational to rational curve, but it has not yet been as detailed as white wine price range.
    Zhang Yanzhi said that liquor can be said to know the Chinese market the most wine, the market demand changes and other aspects of the highest sensitivity, and wine in the Chinese market development model belongs to the "Chinese-Western combination", "in other words, there is no like liquor brand to meet the real needs of the market."
    brand liquor will become a weather trend, wine will learn more about how liquor deals with the relationship with channels and consumers, and gradually to the liquor brand, rather than just the price structure.
    "
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