Table of Contents
Overview
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- What you need to know
- Covered in this Report
Executive Summary
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- The market
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- Figure 1: Retail sales of wine in China, by value, 2011-21
- Figure 2: Retail sales of wine in China, by volume, 2011-21
- Key players
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- Figure 3: Market share in the wine market in China, by value, 2015
- Figure 4: Market share in the wine market in China, by volume, 2015
- The consumer
- Majority enjoy both domestic and imported wine
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- Figure 5: Penetration of domestic and imported wine, August 2016
- Income is an indicator for wine origin choices
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- Figure 6: Drinking barriers for imported wine, by monthly household income, August 2016
- Red wine is dominant while rosé increased the most
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- Figure 7: Preference on different types of wine, August 2016 vs October 2015
- High earners used at least five channels to buy wine
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- Figure 8: Purchase channels, repertoire groups, by monthly household incomes, August 2016
- What we think
Issues and Insights
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- What should international wine and domestic wine do competitively?
- The facts
- The implications
- How should premium wine brands position themselves?
- The facts
- The implications
- How should wine brands use the online platform effectively?
- The facts
- The implications
The Market – What You Need to Know
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- A gradually recovering current market and a growing future market
- Wine sales and marketing have gone digital
- Red wine is slightly down while rosé and white wine are going up
Market Size and Forecast
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- Moderate market recovery shows up in value terms
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- Figure 9: Wine retail market in China, by value and volume, 2011-16
- Figure 10: Retail sales of wine in China, by value, 2011-21
- Falling wine production delays volume growth
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- Figure 11: Retail sales of wine in China, by volume, 2011-21
Market Drivers
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- China’s wine consumption is becoming more diversified through various occasions
- Rising personal gifting occasions drive premium wine sales
- Imported wine from international brands is booming
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- Figure 12: Top 10 original bottled wine import countries to China, 2015
- Online expansion of wine sales and distribution
Market Segmentation
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- Red wine’s share falls but it still dominates
- Rosé gains slight share
- White wine has rising share
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- Figure 13: Market share of different types of still wine, by volume, 2011-16
- Sparkling wine faces growth challenge
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- Figure 14: Market share of different types of wine, 2011-16
Key Players – What You Need to Know
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- Domestic players top a largely fragmented market
- Complete with branding – boutique wine outlet
- The top global trend claims and China’s trend claims
Market Share
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- A fragmented wine market
- Domestic players are the leaders
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- Figure 15: Market share in the wine market in China, by value, 2013-15
- Figure 16: Market share in the wine market in China, by volume, 2013-15
Competitive Strategies
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- Competing on price
- Promotions – online shopping events
- Branding – boutique wine outlet
Who’s Innovating?
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- Global trends: ethical claims, additional flavours, and food pairing
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- Figure 17: Trends of claims made in newly launched wine products globally, 2011-16
- Figure 18: International wine with environmentally friendly product or package claims, 2016
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- Figure 19: Malina Hua Zhi Lian Gui Hua Chen Pu Tao Jiu (Osmanthus and Aged Grape Wine), June 2014
- Wine with social media claims
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- Figure 20: International wine with social media and/or other claims, 2016
- Wine with premium positioning
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- Figure 21: International wine with premium positioning and other claims, 2016
The Consumer – What You Need to Know
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- High city tier residents prefer both domestic and imported wine
- Fake products pose a threat to imported wine
- Red wine has the most associations, white wine the least
- Most consumers buy wine from multiple channels
- Reviews and wine knowledge encourage online purchases
Penetration of Domestic and Imported Wine
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- Significant majority enjoy both domestic and imported wine
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- Figure 22: Penetration of domestic and imported wine, August 2016
- Tier one city residents favour both domestic and imported wine
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- Figure 23: Penetration of domestic and imported wine, by city tier, August 2016
- Gender is a differentiator for domestic and imported wine consumption
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- Figure 24: Penetration of domestic and imported wine, by gender, August 2016
Drinking Barriers for Imported Wine
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- Authenticity is the top concern
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- Figure 25: Drinking barriers for imported wine, August 2016
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- Figure 26: Drinking barriers for imported wine, by monthly household income, August 2016
Preference for Different Types of Wine
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- Red wine is the preferred category while rosé increased the most
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- Figure 27: Preference for different types of wine, August 2016 vs October 2015
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- Figure 28: Preference for different types of wine, by marital status, August 2016
Perceptions of Different Types of Wine
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- Red wine has most associations, white wine least
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- Figure 29: Correspondence Analysis – Perceptions on types of wine, August 2016
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- Figure 30: Wine with food pairing suggestions and health claims, 2014-16
- Champagne/sparkling wine is perceived as most fashionable with flavour variety
Purchase Channels
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- Consumers buy wine both offline and online
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- Figure 31: Purchase channels, August 2016
- Majority used at least three channels to buy wine
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- Figure 32: Purchase channels, by repertoire groups, August 2016
- High earners used more than five channels to buy wine
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- Figure 33: Purchase channels, repertoire groups, by monthly household income, August 2016
Purchase Triggers
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- Special events top the purchase occasion triggers
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- Figure 34: Purchase triggers, August 2016
- Taste and flavour varieties are the key product triggers …
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- Figure 35: Purchase triggers, August 2016
- … with clear income differences
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- Figure 36: Purchase triggers, by monthly household incomes, August 2016
- Women favour unique packaging
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- Figure 37: Purchase triggers, by gender, August 2016
- Figure 38: Wine products with unique packaging, 2015-16
- Peer reviews and wine knowledge encourage online purchases
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- Figure 39: Purchase triggers, August 2016
Meet the Mintropolitans
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- Mintropolitans embrace both domestic and imported wine
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- Figure 40: Penetration of domestic and imported wine, Mintropolitans versus Non-Mintropolitans, August 2016
- Mintropolitans shop for wine from multiple channels
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- Figure 41: Purchase channels, Mintropolitans versus non-Mintropolitans, August 2016
- Mintropolitans associate wine with more consumption occasions
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- Figure 42: Purchase triggers, Mintropolitans versus non-Mintropolitans, August 2016
Appendix – Methodology and Abbreviations
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- Methodology
- Fan chart forecast
- Abbreviations
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