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35选7走势图开奖结果:中國進口葡萄酒市場回暖

广东福利彩票35选7 www.vkbtab.com.cn 時間:2019-04-21 15:25:13  來源:  作者:

Following a tumultuous period in which a government austerity campaign stunted progress in China’s beverage alcohol market, imported wine is back on the upswing. “China is coming back after taking a big hit,” says Davide Marcovitch, president of Chandon at Moët Hennessy. “But the $5,000 bottles formerly bought by the government aren’t coming back.” These days, growth in imported wine is being led by entry-level offerings, as more middle-class consumers begin to explore the category.

 

在中國政府的風氣整治工作后的一段時期中,中國的含酒精飲品市場的增長受到嚴重影響,然而現在進口葡萄酒市場正在重回增長趨勢。中國葡萄酒市場正在回暖。酩悅軒尼詩總裁,Davide Marcovitch表示,“但是超過那些以往超高價位葡萄酒市場目前沒有回歸。”近日,進口葡萄酒的增長主要受益于入門級產品的銷量增長,同時越來越多的中產階級開始關注葡萄酒。

 

 

 

In the first half of 2017, imported wine volume grew 12% by volume and 5% by value, according to China customs, with the entry level driving gains. Yoshi Shibuya, CEO of Suntory-owned importer ASC Fine Wines, says the middle and upper levels of the imported wine market remain challenging, with growth fastest in the $7-$14 a bottle area. Still, he notes that “the image of imported wine is positive because of its quality and value for money versus locally-produced wines. But the level of understanding about imported wine is relatively low. There is still a lot of market education to be done.” Overall, China’s imported wine market has enjoyed strong momentum over the past two years, surging by nearly 20 million cases—or 40%—since 2014, to reach 71 million cases, according to Impact Databank.

 

中國海關數據顯示,在2017年上半年,進口葡萄酒總量增長12%(總金額增長5%),入門級產品增長明顯。涉谷善彥(ASC圣皮爾精品酒業新CEO)表示中端以及更高價格段葡萄酒市場仍有一定挑戰,其中增長最快的是7到14美金/瓶價格段。同時他也表示,由于進口葡萄酒在性價比上高于國產葡萄酒,所以整體進口市場表現樂觀。但是市場對進口葡萄酒的認知還是相對較低,市場教育工作仍需加強。整體上,進口葡萄酒在中國的過去兩年保持了強勁增勢,2000萬箱的增量(40%的增長),目前已經超過7100萬箱。

 

Treasury Wine Estates (TWE) has been investing aggressively in the region, announcing plans to open warehouse facilities in Shanghai later this year in a move the company says will reduce lead times for customer orders across its portfolio. In addition to Australian brands like Penfolds and Wolf Blass, the new Shanghai facility will handle labels such as Beringer and Beaulieu Vineyard from the U.S., as well as recent launch Maison de Grand Esprit from France. TWE is also upping its game as an importer in China, recently unveiling an agreement to distribute the Baron Philippe de Rothschild portfolio in the country, including Bordeaux’s Mouton Cadet and Chile’s Escudo Rojo.

 

富邑葡萄酒集團一直積極在中國市場投入,該公司宣布將在今年晚些時候在上海建立倉庫,以減少客戶在訂貨至交貨之間的時間。這些倉庫將服務于澳洲知名品牌如Penfolds和Wolf Blass之外,還有來自美國的Beringer和Beaulieu Vineyard酒莊,以及最近推出來自法國的Maison de Grand Esprit。TWE開始在市場中扮演進口商的角色。同時TWE公司與Baron Philippe de Rothchild家族也達成合作,將引進法國的Mouton Cadet和智利的Escudo Rojo。

 

 

While TWE’s Australia portfolio has been driving growth in China lately, the company says it’s eyeing improved penetration for its U.S. offerings looking ahead. Currently, TWE’s China footprint covers about 100 of the country’s tier-one and tier-two cities; moving forward it plans to enter another 50 such metropolitan areas. By channel, TWE derives about 80% of its net sales revenue in China from traditional retail, where the average price is about $18 a bottle. The e-commerce and on-premise channels, where average bottle prices are below-$15 and $27 respectively, each account for about 10% of TWE’s net sales in the market.

 

富邑聲稱將要在澳洲品牌不斷在中國增長的同時,也要提高旗下美國品牌在中國的葡萄酒市場的滲透率。目前TWE已經進入了100個中國一二線城市,同時正在滲透新的50個大中城市區域。80%的TWE銷售來自于傳統的零售網絡,平均價格超過18美金/瓶。電商銷售占比約10%,均價低于15美金/瓶;而餐飲渠道均價大約27美金,占比大約10%。 

 

Moët Hennessy is also among the global companies looking to grow its presence in both imported and domestic sparkling wines. On the domestic side, it produces its Chandon brand in north-central China’s Ningxia region, a key winegrowing region. Recently, Chandon debuted a new offering, Me, geared toward female consumers. The new entry is tailored to the Chinese palate, with a slightly sweeter profile and low acidity, and is meant to be served at room temperature, either on its own or in cocktails. Chandon is now at about 200,000 bottles in China, and Marcovitch is eyeing an increase to 1 million bottles in the next few years, given the lack of competition in sparkling wine and the strong initial reception for Me.Moët Hennessy has also begun producing red wine in southern China’s remote Yunnan Province under the Ao Yun label. Ao Yun, which is expected to eventually get to a production of 50,000 bottles in the years ahead, retails at around $300.

 

酩悅軒尼詩也在尋求增加中國的品牌投放量,他們在中國寧夏北部創立的氣泡酒品牌Chandon,剛剛發布了一個專攻女性市場的產品“Me”。這款入門級產品完全根據中國消費者口味來釀造(微甜,低酸)。這款酒甚至可以在無需冰鎮的室溫下飲用,同時也可以用來調制雞尾酒。Chandon品牌在中國目前銷售了20萬瓶,考慮到Me這個新品在市場上目前沒有對標的競爭對手,結合酩悅軒尼詩的大量投入,Marcovitch期待這個數字能夠在未來幾年達到100萬瓶。同時酩悅軒尼詩也開始在中國云南開始生產紅葡萄酒傲云系列,預計明年生產5萬瓶,零售價在300RMB左右。

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