2009

Market Research Report on Chinese Grape Wine Industry, 2009

ChinaResearchandIntelligence www.shscri.com TEL:862158426733 Email:report@shcri.com

MarketResearchReportonChineseGrapeWineIndustry,2009

Description Inrecentyears,Chinesegrapewineindustryinthefastgrowthperiod.Butthe internationalfinancialcrisishasaffectedthedevelopmentofChinesegrapewine industry.In2008,thegrowthspeedofChinesegrapewineindustrywassloweddown comparedwiththepreviousyears.In2008,theyieldsofthegrapewinesinChina were698.3thousandkiloliters,upby5%overthepreviousyear.Thesalesrevenues wereabout2.8billionUSD,upby20%overthepreviousyear. In2008,theimportedgrapewinesaccountedfor15%marketsharesofthegrape winesalerevenuesinChinesemarket.Becauseoftheadvantagesoftheimported grapewinesintherawmaterialqualityandculturalcontents,thehighqualitymarket wasoccupiedbytheimportedproducts,themajorimportedgrapewinebrands circulatedinChinesemarketfromthefamouswineproducingcountries,including France,Italy,Spain,Portage,Germany,America,Canada,Chile,Argentinaand Australiaetc,inwhichthebulkimportedvolumesfromChile,Argentina,Spain, France,ItalyandAmericastoodthefrontplaces.In2008,thetotalimportamounts ofthebottlegrapewinesinChinareachedto264millionUSD,increasedby43.48% comparedwith184millionUSDin2007.Also,theimportvolumesofthebulkgrape winesweregrownin2008comparedwith2007. Themajormarketshare,however,wasstilloccupiedbythemediumandlowquality domesticgrapewinesinChinesegrapewinemarket. Fortheproductstructures,thewholejuicegrapewinesaccountedforthemajorpart. Thedryandthesemidrygrapewinesaccountedforover50%ofthetotalvolumes, inwhichthedryredgrapewinesaccountedfor80%andthedrywhitegrapewines for20%.TheproductstructuresofChinesegrapewineswerebasicallyreasonable. Forthebrandorientation,theconceptorientationofChinesegrapewineenterprises hascloselyfollowedtheinternationalmainstream,includingthegrapeconcept,year conceptandproducingareaconceptetc. Forthebrandinfluences,Chineselocalgrapewineenterpriseshadmadegreat accumulationintheadvertisementbroadcastingandpublicrelationseffortsinrecent years,especiallythedriveforcesofseverallargelocalbrands,havingmadethe productreputationofthelocalgrapewinebrandsexceedingtheimportedones. Thenationalgrapewineenterpriseshadmonopolizedtheregionalmarket representedbyChangYuChangYuPioneerWineCompanyLimited,SinoFrench JointVentureDynastyWineryLtdandChinaGreatWallWineCo.,Ltd.ChangYu ChangYuPioneerWineCompanyLimitedstoodthefirstplaceinShandong,Fujian andGuangdongetc.ThecomprehensiveoccupationrateofChinaGreatWallWine
2 www.shcri.com all rights reserved

MarketResearchReportonChineseGrapeWineIndustry,2009

Co.,LtdplacedthefirstinSouthChina,SouthwestChina,NorthChinaandNorthwest ChinaandthemarketshareofSinoFrenchJointVentureDynastyWineryLtdin Shanghaiexceeded40%. ManyChineseregionalgrapewinebrandsalsodevelopedfast:suchastheWeilong andFengshouetcinCentralandSouthChina;Suntime,YunnanRedWine,ShangriLa andMogaoinWestChina;dryredgrapewinesinTonghuaofNortheastChina. ThesaleschannelsofChinesedomesticgrapewinescanbedividedintotwoparts: oneisforthehotelsandrestaurants.Theotherisfortheretailsalesinthe supermarkets.Accordingtotheindustrialaveragestatistics,thehotelandrestaurant consumptionaccountsfor50%andtheleftvolumesareintheconveniencestores, specialtystoresandthefoodstores.Becauseofthehighexpensesforentry supermarketsandthechannelmaintenanceandindividualconsumption characteristicsofthegrapewines,somegrapewineenterpriseshavestartedthe electroniccommercialtransactionplatformconstruction.Theselfbuiltchain terminalsreceivemoreandmorepopular.Themarketpromotionoftheimported grapewinesadaptsthehighconsumptiongrouporientation. Forthepricesystems,thegeneralpriceofChinesegrapewinemarketisrising.With thepopularityofthegrapewineculturesandtheenhancementoftheconsumption awarenessandcapacity,thepricesofthemainstreamproductsinChinesegrape winemarkethaveimprovedfrom2to5USDperbottleinthepreviousyearsto3to7 USDperbottleatpresent. Asforthequalitylevelstandards,theyearwineshadbeenrestrainedbythenew internationalstandardsincetheimplementationofChinesestandardsonthenew grapewinesinthebeginningof2008.Inordertocasttothemarketdemands,the enterprisesputnewproductqualitylevelstandards;asaresult,thefirstdomestic comprehensivequalitylevelsystemswerebornrepresentedbyChangYu,including sixcrucialinfluencelinksonthegrapewines,suchasthegrapegardens,theraw materials,thebrewingtechnologies,aginginoakbarrels,mixingandbottlestorage. ChangYudividedthegrapewinesintofourlevelsaccordingtothequalitylikethe masterlevel,reservelevel,speciallevelandpreferredlevel.Anotherdomesticgrape winegiant,ChinaGreatWallWineCo.,Ltd,putthelevelstandardsaccordingtothe producingareas. Withseveralyearmarketculture,thecultureofdrinkinghealthandfashiongrape wineshasbeenacceptedbyChineseconsumers.Thedemandsforthegrapewines areacceleratedgraduallyinChina.Althoughtheconsumptionvolumesofthegrape winespercapitainChinavaryfromtheworldsaveragelevel,thetotalconsumption volumeskeeprisinginChinesemarket.
3 www.shcri.com all rights reserved

MarketResearchReportonChineseGrapeWineIndustry,2009

Inthebeginningof2008,HongKonggovernmentannouncedtocanceltheimport dutiesofthegrapewines,whichattractedthemanufacturers,investorsanddealers toinvestinChinesesuperiorqualitygrapewines.Thepolicyalsowasfavorablefor morehighqualitygrapewinestoenterChinesemarketthroughHongKong.The importedgrapewineswillstrikethedomesticgrapewinesinprice,qualityand diversityandstimulatetheenhancementofthegeneralconsumptionleveland volumesofthegrapewinesinChina. TheauthormadeaprofoundinvestigationintoChinesegrapewinemanufacturers, thesaleschannelsandtheconsumersbehaviorsandthenwrotethisreportciting abundantvaluablesecondhandinformation. Morefollowinginformationcanbeobtainedinthisreport: PresentSituationofChineseGrapeWineManufacture ImportsandExportsofChineseGrapeWineIndustry ConsumersBehaviorofChineseGrapeWine SalesChannelsofChineseGrapeWine MajorEnterprisesandTheirOperationsofChineseGrapeWine DevelopmentEnvironmentsofChineseGrapeWineIndustry InfluencesofInternationalFinancialCrisisonChineseGrapeWineIndustry CompetitionsoftheImportedGrapeWinesinChineseMarket PredictionontheDevelopmentofChineseGrapeWineIndustry Togetmoredetails,pleasevisithttp://www.shcri.com/reportdetail.asp?id=282

4 www.shcri.com all rights reserved