The IWSR China Wine Market Report 2012
Report description
The oft-talked-about BRIC countries hold great potential for growth in many industries, but the nature of these markets make it difficult to enter and work with if not prepared.
Each market has its own intricacies of legislation, tax and consumption trends so each country needs to be approached separately. The BRIC countries were grouped together as some of the fastest-growing and largest world economies, but the market characteristics can be very different especially when it comes to wine.
The IWSR has compiled four reports on the still light wine markets of Brazil, Russia, India and China detailing the nature of the markets, the industry structure and growth trends. The reports also include an analysis of retail pricing, information on legal aspects of the market and taxation. The reports seek to analyse real levels of consumption by country of origin, by price point and by colour, and also set out the factors that anyone seriously looking at the market needs to understand.
China has the largest wine market and is also the fastest-growing in volume and percentage terms. China became a top five wine-consuming nation in 2011, overtaking the UK.
Although China shows great promise the market holds risks and can be tough to enter. According to the IWSR’s China Wine Market Report 2012, the market generates a lot of hype and remains a complex market to navigate. The ‘invisible’ market is the underlying cause of most of the excitement over the imported wine market in China, but it is difficult to penetrate. The ‘invisible’ market consists of importers with customers who, due to strong relationships and/or ‘personal incentives’ will buy anything they are told to buy by the importer. More wholesalers are entering the market and capitalising on the buzz, but many are inexperienced.
In all the BRIC countries local wines dominate the markets and price is often the barrier to stronger growth of imported wines.
Table of contents
- Analysis of Consumption
- Introduction
- Market Summary
- Overall Consumption of Still Light Wine: 1991 to 2011, (f)2012
- The Still Light Wine Market – Top Line Data
- Executive Summary
- Comparison of India with Brazil, China, Russia (BRIC)
- Analysis of Consumption – Still Light Wine Market by Country of Origin
- The Imported Wine Market: Packaged Imports
- Consumption by country of origin: 2006 - 2011
- Consumption by country of origin: 2006 - 2011 – by volume `000 9-litre Cases
- Consumption by country of origin: 2006 - 2011 % share
- Consumption by country of origin: 2006 – 2011 year-on-year growth
- Commentary on Leading Wine Suppliers
- France
- French exports into China in 2010
- French exports into China in 2011
- Bordeaux exports into China in 2010
- Bordeaux exports into China in 2011
- Spain
- Spanish exports into China in 2010
- Spanish exports into China in 2011
- Australia
- Australian exports into China in 2010
- Australian exports into China in 2011
- Chile
- Chilean exports into China in 2010
- Chilean exports into China in 2011
- Argentina
- Argentinian exports into China in 2010
- Argentinian exports into China in 2011
- Conclusions
- The imported wine market: Bulk imports
- The leading suppliers of bulk by country of origin – ‘000s 9-litre cases
- The average price per litre by country of origin
- The Local Wine Market
- Chinese ‘pu tao jiu’ (fruit wine) production
- Analysis of consumption – Still light wine market by price point
- Imported still light wine market in China in 2010, by value/price point at retail shelf price
- Consumption by price point in 2011 at retail shelf price: by volume ‘000s 9-litre cases
- % share of each price point by country of origin
- Average price point by country of origin
- Key brands by price point by country of origin
- Benchmark pricing table – under RMB 50.00 entry-level market
- Benchmark pricing table – RMB 51.00-125.00 core market
- Benchmark pricing table – RMB 300,00 to over RMB 600.00 prestige market
- Analysis of Consumption – Still Light Wine Market By Colour
- Consumption by colour: 2006 to 2011
- Consumption by colour: 2005 – 2011 by volume `000 9-litre cases
- Consumption by colour: 2005 – 2011 % share
- Consumption by colour: 2005 – 2011 year on year growth % change
- Consumption by colour: Red
- Consumption by colour: Rosé
- Consumption by colour: White
- Analysis of Consumption – Still Light Wine Market By Format
- Analysis of Consumption – Outlook
- Consumption Outlook – Current Year
- Growth January-June 2012 versus January-June 2011
- Key points
- Consumption Outlook – Longer Term
- Still light wine consumption – Actual 2011 to Forecast 2017
- Still light wine consumption – % share of market
- Still light wine consumption – % year on year growth
- Background to Market – Key Factors
- Taxation on wine
- Bottled still light wine and sparkling wine
- Bulk wine
- Notes on the above
- Legal aspects affecting exports: Labelling, export documentation
- Customs valuation
- Requirements for all alcoholic drinks labels: in Chinese
- Additives
- Samples
- Wooden packaging and pallets
- Property rights
- Trademark registration
- Custom trademark registration
- Import license
- Legal aspects affecting communication and promotion
- Price structure and margins
- Route-to-market
- On/off-premise splits
- Large foreign retailers
- Local retailers
- Specialised wine retailers
- Importers’ shops
- Independent shops
- Direct sales
- Internet sales
- Restaurants, on-trade overview
- Driving growth: The ‘invisible’ market
- A model currently working: Castel
- Chronology and evolution of the Castel Group’s sales in China
- Description of the model
- Fine wine importers
- Main distributors and key brands
- Consumer Profile
- Wine in the Chinese consumer’s mind: criteria for choice
- Consumer Profiles
- Seasonality
- Regionality
- China at a Glance
- Map of Chinaa
- Fact File
- China Country Profile
- Economic and Demographic data
- Largest cities in China
- Key facts
- The contrast with 20 years ago
- Global Importance of the Chinese Still Light Wine Market
- Top 10 Markets Worldwide – 000s 9-litre cases
- Leading Imported Wine Markets – 000s 9-litre cases
- Per Capita Consumption: 2000 to 2010 – litres per adult
- Appendix A: Still Light Wine Brand Sales - 000 9-litre Cases
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