1, domestic consumption continued to slump, and China retreated to the sixth largest consumer market in the world.
In recent years, the wine market in China has been depressed. The data shows that since 20 18, China's wine consumption has been declining year after year, and in 2020, it fell to 124 billion liters, down 17.3% year-on-year, the biggest decline since 20 16 years. The main reasons are the new epidemic situation of coronary pneumonia and the sluggish domestic consumption.
In the global wine consumption market, China is one of the main markets. Although the global wine consumption is also declining, the "recession" in China market is particularly obvious. According to the statistics released by OIV, the wine consumption of China ranked fifth in the world from 20 16 to 20 19, and fell to sixth in 2020.
2. Imported wine continues to occupy the domestic market.
From the perspective of domestic wine supply sources, imported wine has long been one of the main suppliers in the domestic wine market. The data shows that from 2065438+06 to 2020, China's wine imports accounted for more than 25% of domestic wine consumption, and reached 30% at the peak (20 19).
At the same time, compared with the sales revenue of domestic wine enterprises, the gap between the import value of China wine and the sales of domestic wine enterprises is getting smaller and smaller from 20 15 to 2020, especially after 20 18 years, the sales of domestic wine enterprises are almost equal to the import value of wine, which fully shows that imported wine has "stormed" domestic wine.
3. Analysis of the reasons for the wine market downturn.
-is China people don't like to drink "wine"? Don't!
First of all, from the perspective of industry environment, from 2017 to 2020, the operating income of enterprises in the national brewing industry has always maintained a positive growth trend. In 2020, the operating income of enterprises above designated size in the national brewing industry reached 835.33 billion yuan, a year-on-year increase of 1.4%. This not only shows that the overall operation of China's liquor industry is good, but also reflects that the consumption power of China's liquor market is relatively stable.
At the same time, wine is in the stage of competition with liquor, foreign wine, beer and sparkling wine. Taking liquor and beer as an example, during 20 18-20 19, the output of liquor and beer in China was relatively stable, and the output of beer showed an increasing trend. The output of liquor decreased slightly in 20 19, but remained stable as a whole.
In 2020, affected by the epidemic, the output of liquor and beer decreased. It is not difficult to see that other wine markets are relatively stable compared with the wine market.
-China people can't afford it? Not even!
According to wine
According to the survey data released by Intelligence in 2020, in 20 19, China and the United States had the highest proportion of consumers who drank high-grade wine. In the United States, the consumption per bottle of wine is at least 15 USD, while in China, the consumption per bottle of wine is as high as 500 yuan RMB (70 USD). The domestic wine market started in the high-end market, but up to now, China consumers who love "high-end wine" have not favored wine.
However, according to the data of the price monitoring center of the National Development and Reform Commission, in the first quarter of 2015-202/kloc-0, for example, the average consumption price of domestic high-end wines generally declined, while the average consumption price of low-end wines generally rose, which may indicate that domestic high-end wines are "low-end" and low-end wines are more popular with consumers.
-Main reasons: marketing positioning+brand building.
Under the background of sufficient market purchasing power and stable development of wine industry, domestic wines are declining. The reasons are summarized as follows:
4. Can the domestic wine market "pick up" in the future?
On the one hand, according to the Guiding Opinions on the Development of China Liquor Industry in the 14th Five-Year Plan issued by China Liquor Association, it is estimated that by 2025, the wine production in China will reach 7 million kiloliters, an increase of 75.0% over the end of the 13th Five-Year Plan, with an average annual growth of11.8%; Sales revenue reached 20 billion yuan, an increase of 66.7% over the end of the 13th Five-Year Plan, with an average annual increase of10.8%; The profit was 4 billion yuan, an increase of 300.0% over the end of the 13th Five-Year Plan, with an average annual increase of 32.0%.
On the other hand, under the circumstance that the overall profit of the wine industry is bleak and enters deep adjustment, domestic wine manufacturers have also reflected, and some manufacturers have taken action:
Therefore, judging from the development plan of China Liquor Association and the actions of domestic wine producers, the current "bleak" situation of the industry has not wiped out the hopes of wine practitioners, and the wine market in China still has a chance to "pick up", but when and how "spring" will come is still unknown.
For more industry-related data, please refer to Foresight Industry Research Institute's Forecast and Analysis Report on Production and Marketing Demand and Investment of China Wine Industry.