Table of Contents
Introduction
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- Definition
- Methodology
Executive Summary
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- The market
- Volume consumption shows signs of recovery
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- Figure 1: Retail sales of wine in China, by volume, 2010-20
- Dropping average prices delay recovery in value terms
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- Figure 2: Retail sales of wine in China, by value, 2010-20
- The share of white wine is going up
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- Figure 3: Market share of different types of still wine in volume, 2010-15
- Sparkling wine fails to shine
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- Figure 4: Market share of different types of wine, 2010-15
- Companies and brands
- The market becomes increasingly fragmented
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- Figure 5: Market share of leading brands in China’s wine market, 2012-14
- Destocking drives production down
- Transit adverting ignites demand for Mogao wine
- The consumer
- Penetration of wine is high
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- Figure 6: Penetration of different types of alcoholic drinks, June 2015
- Red wine remains the dominant type
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- Figure 7: Type of wine consumed, June 2015
- Fake products pose a key threat to future development
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- Figure 8: Reasons for not drinking imported wine, June 2015
- Learning is associated with trading up
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- Figure 9: Selected attitudes towards online purchasing channels, by household monthly income, June 2015
- Exploring different tastes and flavours stands out
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- Figure 10: Attitudes towards innovative concepts in the wine market, June 2015
- What we think
Issues and Insights
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- How to identify the hidden gem – Female drinkers?
- The facts
- The implications
- How to better use the increasingly popular online channels?
- The facts
- The implications
The Market – What You Need to Know
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- The market is recovering
- Depreciation of Renminbi drives costs up
- The share of white wine is going up
Market Size and Forecast
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- Volume consumption shows signs of recovery
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- Figure 11: Retail sales of wine in China, by volume, 2010-20
- Dropping average prices delay recovery in value terms
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- Figure 12: Retail sales of wine in China, by value, 2010-20
Market Drivers and Barriers
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- Depreciation of the Renminbi drives costs up
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- Figure 13: The daily average exchange rate (US Dollar to RMB), August 2013-August 2015
- Fluctuation in the stock market poses a threat to the premium segment
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- Figure 14: Shanghai Stock Exchange index, September 2014-September 2015
Market Segmentation
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- The share of white wine is going up
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- Figure 15: Market share of different types of still wine, by volume, 2010-15
- Sparkling wine fails to shine
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- Figure 16: Market share of different types of wine, 2010-15
Key Players – What You Need to Know
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- Market becomes increasingly fragmented
- Great Wall is the biggest winner
- Destocking drives production down
- Online channels become a necessity
Market Share
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- Market becoming increasingly fragmented
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- Figure 17: Market share in the wine market in China, by volume, 2012-14
- Figure 18: Market share in the wine market in China, by value, 2012-14
- Great Wall is the biggest winner
Destocking Drives Production Down
Who’s Innovating?
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- Brands to step up their efforts on food pairing with Chinese cuisine
- Online channels become a necessity
- Organic and ethical claims replace premium as most popular claims
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- Figure 19: Claims made in newly launched wine products globally, 2010-14
- Figure 20: Selected wine from Old World using organic as key claim, 2014-15
- Small packs: A dying trend?
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- Figure 21: Bottle size of newly launched wine products globally, 2010-14
The Consumer – What You Need To Know
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- Very few wine users only drink imported wine
- Rosé wine shows the potential to open up its market among female drinkers
- Fake products pose a key threat to future development
- Buying online becomes an effective way to learn more about wine
- Wine-based RTD shows potential to target young female drinkers
The Consumer – Penetration of Wine
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- Penetration of wine is high…
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- Figure 22: Penetration of different types of alcoholic drinks, June 2015
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- Figure 23: Penetration of wine, by age and gender, June 2015
- …but very few wine users only drink imported wine
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- Figure 24: Penetration of wine, by product origin, June 2015
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- Figure 25: Penetration of domestic wine, by gender and age, June 2015
The Consumer – Various Consumer Bases for Different Types of Wine
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- Red wine remains the dominant type
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- Figure 26: Type of wine consumed, June 2015
- Red wine has reached the mid-range segment
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- Figure 27: Type of wines consumed, by origin of wine, June 2015
- Rosé wine shows potential to open up its market among female drinkers
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- Figure 28: Penetration of rosé, by gender and age, June 2015
- White wine losing its position as a niche type of wine for trading up…
- …and white wine is being replaced by rosé among sophisticated drinkers
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- Figure 29: Penetration of rosé, by city, June 2015
The Consumer – Reasons for Not Drinking Imported Wine
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- Fake products pose a key threat to future development
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- Figure 30: Reasons for not drinking imported wine, June 2015
The Consumer – Online Shopping Behaviour
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- Buying online is a way to learn about wine…
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- Figure 31: Online shopping behaviour in the wine market, June 2015
- …but young drinkers are less interested in learning
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- Figure 32: Selected attitudes towards online purchasing channels, by age, June 2015
- Learning is associated with trading up
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- Figure 33: Selected attitudes towards online purchasing channels, by household monthly income, June 2015
- Lower tier cities show greater potential
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- Figure 34: Selected attitudes towards online purchasing channels, by city tier, June 2015
- Online channels could help niche types of wines to expand their consumer base
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- Figure 35: Selected attitudes towards online purchasing channels, by type of wine, June 2015
The Consumer – Attitudes towards Innovative Concepts
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- Exploring different tastes and flavours stands out…
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- Figure 36: Attitudes towards innovative concepts in the wine market, June 2015
- …but with clear gender differences
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- Figure 37: Selected innovative concepts, by gender, June 2015
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- Figure 38: Selected innovative concepts, by gender and age, June 2015
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- Figure 39: Attitudes towards the innovative concept “wine with labels highlighting different taste”, by personal monthly income, June 2015
- Wine-based RTD shows potential to target young female drinkers
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- Figure 40: Selected innovative concept, by gender and age, June 2015
- Small package still needs to convince the high earners
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- Figure 41: Attitudes towards the innovation concept “wine in small package for on the go”, by personal monthly income, June 2015
- Assorted cases show the potential to target married couples
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- Figure 42: Attitudes towards the innovation concept “a case of wine with different taste”, by marital status, June 2015
- City tier becomes insignificant
- White wine and rosé are more likely to benefit from detailed taste labelling
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- Figure 43: Attitudes towards “wine with labels highlighting different taste”, by type of wine, June 2015
The Consumer – Attributes Associated with Different Types of Wines
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- Red wine is widely available but less fashionable…
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- Figure 44: Attributes associated with different types of wine, June 2015
- …but Guangzhou wine users tend to be more sophisticated
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- Figure 45: Attitudes towards red wine being suitable for business occasions, by city, June 2015
- Gender differences for finding the fashionable alternative to red wine
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- Figure 46: Attitudes towards red wine being as premium and offering a variety of flavours, by gender, June 2015
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