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市場調查報告書

中國的葡萄酒市場

Wine - China - November 2014

出版商 Mintel China 商品編碼 97584
出版日期 內容資訊 英文 185 Pages
商品交期: 最快1-2個工作天內
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中國的葡萄酒市場 Wine - China - November 2014
出版日期: 2014年11月01日 內容資訊: 英文 185 Pages
簡介

本報告提供中國的葡萄酒市場趨勢的相關調查、市場規模的變化與預測、葡萄酒的產品區隔及顧客區隔等的利用趨勢、國內產葡萄酒及進口葡萄酒趨勢、企業、品牌趨勢、消費者的葡萄酒飲酒習慣、購買行動、支出趨勢等彙整資料。

第1章 簡介

第2章 摘要整理

  • 重組過程的市場
  • 高普及率與飲酒頻率
  • 文化、知識性的障礙
  • 缺乏定期性飲用者
  • 口碑為主要的資訊途徑
  • 少量包裝的葡萄酒有高潛力

第3章 課題與考察

  • 高級葡萄酒部門的復興方式
  • 事實資料
  • 其含義
  • 葡萄酒品牌的倒數幾名城市市場的滲透方法
  • 事實資料
  • 其含義
  • 葡萄酒的飲酒機會的不足最大的障礙
  • 事實資料
  • 其含義

第4章 趨勢應用

第5章 市場促進因素

  • 要點
  • 億萬富翁數的擴大給予高級葡萄酒部門希望
  • 上海自由貿易實驗區和對葡萄酒部門的影響
  • 中國和EU間的協定
  • 政府的新制度吸引對中國西部酒廠的投資
  • 在線上購買的消費者數擴大

第6章 市場規模與預測

  • 要點
  • 重組過程的市場
  • 進口葡萄酒的重要性
  • 法國產葡萄酒
  • 義大利產葡萄酒
  • 南非產葡萄酒
  • 智利產葡萄酒
  • 預測手法

第7章 市場佔有率

  • 要點
  • 國內葡萄酒的佔有率減少
  • 市場轉移

第8章 創新者

  • 要點
  • 產品的原產地的不明確化
  • 中國產法國葡萄酒
  • 進口葡萄酒新面貌
  • 國內葡萄園的未來
  • 國內葡萄酒新口味
  • 新類型的推薦
  • 與食品組合擴大新的機會

第9章 企業、品牌

  • 要點
  • Changyu Pioneer Wine Company Ltd
  • Great Wall (China Foods)
  • Dynasty Fine Wine Group Ltd

第10章 消費者:葡萄酒飲酒習慣

  • 要點
  • 高普及率和葡萄酒飲酒頻率的擴大為關鍵
  • 住在大城市的高齡富裕階級消費者:葡萄酒飲用者的趨勢
  • 成熟的消費者偏好進口葡萄酒

第11章 消費者:不喝葡萄酒的理由

  • 要點
  • 文化、知識的障礙
  • 知識的不足等

第12章 消費者:葡萄酒飲酒頻率

  • 要點
  • 缺乏定期性飲用者
  • 紅葡萄酒飲用者的飲酒習慣
  • 所得高的青年人消費者:飲用紅葡萄酒的趨勢
  • 白葡萄酒飲用者的飲酒習慣
  • 高所得的女性喝白葡萄酒的趨勢
  • 氣泡酒的飲用者

第13章 消費者:廣告途徑相關意識

  • 要點
  • 口碑為主要的資訊途徑
  • 線上為取得資訊的主要途徑
  • 可是實體商店依然發揮重要作用
  • 倒數幾名都市區的消費者:大量接到葡萄酒的廣告
  • 高所得者在購買前作更多的研究
  • 品牌形象代言人:對高所得青年人消費者有效的趨勢
  • 20幾歲的女性飲酒者:對葡萄酒的資訊感到不足

第14章 消費者:典型性的葡萄酒的支出趨勢

  • 要點
  • 人民幣100-299:在自己的家裡喝的葡萄酒的價格分佈
  • 禮物市場:支出額大幅度減少的部門
  • 倒數幾名都市區的葡萄酒飲酒者:有喝便宜葡萄酒的趨勢
  • 高級葡萄酒:受高所得的女性歡迎
  • 上海人並不是那麼常喝超高級葡萄酒
  • 青年人精英:預計為高成長部門
  • 體驗進口葡萄酒鼓勵消費者升級

第15章 消費者:購買的決策流程

  • 要點
  • 網路購物的普及率依然低
  • 缺乏可靠性成為網路零售途徑的障礙
  • 詳細資訊不足使線上銷售失去魅力
  • 服務品質決定了消費者的購買意願
  • 購自海外:對國內市場的挑戰
  • 在高級葡萄酒部門,離線途徑發揮重要作用

第16章 消費者:對葡萄酒的一般態度

  • 要點
  • 少量包裝有潛力
  • 強調恰當的葡萄酒飲酒機會支援品牌強化
  • 進口葡萄酒和可靠的途徑
  • 青年女性層:對少量包裝表示興趣等

第17章 附錄:葡萄酒飲酒習慣

第18章 附錄:不喝葡萄酒的理由

第19章 附錄:葡萄酒飲酒頻率

第20章 附錄:廣告途徑的認識

第21章 附錄:葡萄酒的典型支出

第22章 附錄:獲得葡萄酒資訊的途徑

第23章 附錄:對葡萄酒的一般態度

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目錄

“The penetration of wine amongst tier one-to-tier three city consumers is on a par with some developed markets, but drinking frequency remains very low. As such, the growth in the wine market is more to do with nurturing the existing drinkers to improve their level of knowledge about wine and further encourage them to consume more.” - David Zhang, Research Analyst.


This report looks at the following areas:

  • How to revitalise the premium segment in the wine market
  • How can wine brands expand into lower tier city market
  • Lack of drinking occasions becomes the most pronounced barrier

The abrupt shift in the wine market - with volume and average prices going down - seemed unimaginable when premium wines were seeing their retail values sky rocket. However, the sharp decline in importing and domestic production shows that the bubble is finally bursting. However, this is far from a disaster for the wine market with mass market returning as the key driver of the market.

Table of Contents

1. Introduction

  • Methodology
  • Limitation
  • Definition

2. Executive Summary

  • The market is still undergoing a restructuring process
    • Figure 1: Best and worst-case forecast of China retail value sales of wine, by value, 2009-19
  • High penetration means increasing drinking frequency has become key
    • Figure 2: Wine drinking habits, August 2014
  • Culture and knowledge barriers deter consumers from drinking wine
    • Figure 3: Reasons for not drinking wine, August 2014
  • There is a lack of regular drinkers in the market
    • Figure 4: Penetration of different types of wines, August 2014
    • Figure 5: Drinking frequency of different types of wines, August 2014
  • Word of mouth is the main information channel
    • Figure 6: Attitudes towards advertising channels, August 2014
  • Small pack wine shows potential
    • Figure 7: General attitudes towards wine, August 2014
  • What we think

3. Issues and Insights

  • How to revitalise the premium segment in the wine market
  • The facts
  • The implications
  • How can wine brands expand into lower tier city market
  • The facts
  • The implications
  • Lack of drinking occasions becomes the most pronounced barrier
  • The facts
  • The implications

4. Trend Application

  • Collective Intelligence
  • Minimize Me
  • Return to the Experts

5. Market Drivers

  • Key points
  • The growing number of millionaires brings hope to the premium segment
  • Shanghai Free Trade Zone and its impact on wine category
  • The deal between China and EU ends disputes
  • New government scheme attracting investment on vineyards and wineries in the Western China
  • Growing number of consumers going online

6. Market Size and Forecast

  • Key points
  • The market is still undergoing a restructuring process
    • Figure 8: Value and volume retail sales for wine in China, 2009-19
  • The performance of imported wine from different regions varies
  • Wine from France
  • Wine from Italy
  • Wine from South Africa
  • Wine from Chile
    • Figure 9: Best and worst-case forecast of China retail value sales of wine, by value, 2009-19
    • Figure 10: Best- and worst-case forecast of China retail sales of wine, by volume, 2009-19
  • Forecast methodology

7. Market Share

  • Key points
  • The share of domestic wine is decreasing
    • Figure 11: Market share of leading brands in the wine retail market, by value and volume, 2012-13
  • The market is shifting towards entry level wine with accessible prices

8. Who's Innovating

  • Key points
  • The blurring product origins
  • French wine, made in China
  • New look of imported wine - made in France owned by Chinese
  • Downscale with quality at heart - the future of domestic vineyards
  • New taste of domestic wine - not too sweet anymore
  • New types of endorsement: president wine and expert signature wine
  • Food pairing helps wine to expand into new occasions

9. Companies and Brands

  • Key points
  • Changyu Pioneer Wine Company Ltd
  • Great Wall (China Foods)
  • Dynasty Fine Wine Group Ltd

10. The Consumer - Wine Drinking Habits

  • Key points
  • High penetration means increasing drinking frequency becomes the key
    • Figure 12: Wine drinking habits, August 2014
  • Older, richer consumers living in tier one cities tend to be wine drinkers
    • Figure 13: Drinkers of wine, by demographics, August 2014
  • Imported wine tends to attract more sophisticated consumers
    • Figure 14: Imported wine drinkers, by selected demographics, August 2014

11. The Consumer - Reasons for not Drinking Wine

  • Key points
  • Culture and knowledge barriers deter consumers from drinking wine
    • Figure 15: Reasons for not drinking wine, August 2014
  • Peer pressure deters consumers from drinking wine
  • Lack of knowledge remain as a key barrier
  • Wine is considered as good value for money
  • The steep learning curve stops business owners from trying wine
    • Figure 16: Agreement with the statement “There are too many wine brands to choose from”, by profession, August 2014

12. The Consumer - Drinking Frequency

  • Key points
  • There is a lack of regular drinkers in the market
    • Figure 17: Penetration of different types of wines, August 2014
    • Figure 18: Drinking frequency of different types of wines, August 2014
  • Drinkers and drinking habits of red wine
    • Figure 19: Drinkers of red wine, by types of red wine drunk, August 2014
  • Young consumers with high level of personal income tend to drink red wine on a weekly basis
    • Figure 20: Drinkers of red wine, by age and personal income, August 2014
  • Non-drinkers of red wine are likely to be women and high earners
    • Figure 21: Non-drinkers of red wine, by household income and gender, August 2014
  • White wine drinkers and their drinking habits
    • Figure 22: Drinkers of white wine, by selected demographics, August 2014
  • Female wine drinkers with high income are more likely to drink white wine every month
    • Figure 23: Wine drinkers who have drunk white wine several times a week, by gender and income, August 2014
  • Drinkers of sparkling wine
    • Figure 24: Sparkling wine drinkers, by city tier and personal income, August 2014

13. The Consumer - Attitudes towards Advertising Channels

  • Key points
  • Word of mouth is the main information channel
    • Figure 25: Attitudes towards advertising channels, August 2014
  • Online becomes a key channel to obtain relevant information...
  • ...but physical stores still play a vital role
  • Lower tier city consumers are more likely to be exposed under wine adverts
    • Figure 26: Agreement with the statement ‘I have seen wine advertisements in the past six months', by city tiers, August 2014
  • High earners pay more attention to researching before making a decision
    • Figure 27: Online information searching behaviour, by income, August 2014
  • Brand ambassadors work better to attract the young consumers with higher income
    • Figure 28: Agreement with the statement ‘a brand spokesperson is important to me when deciding which wine over the other ', by income, August 2014
  • Female drinkers in their twenties frustrated by lack of wine-related information
    • Figure 29: Agreement with the statement ‘There is a lack of information about wine in the media ', by income, August 2014

14. The Consumer - Typical Spend on Wine

  • Key points
  • RMB100-299 is the pricing spot for drinking at home
    • Figure 30: typical spending on wine, August 2014
  • The gifting market has seen the biggest spending decline
  • Wine drinkers from lower tier cities are more likely to drink cheap wines
    • Figure 31: Consumers who drank wine costing less than RMB50 per bottle at home, by city tier August 2014
  • Premium products are more likely to be embraced by female wine drinkers with high income
    • Figure 32: Selected consumer spending patterns on wine, by gender and income, August 2014
  • Shanghainese are less likely to drink ultra-expensive wines
    • Figure 33: Selected consumer spending patterns on wine, by regions, August 2014
  • Young elites show potential in the high-end segment
    • Figure 34: Selected consumer spending patterns on wine, by age and personal income, August 2014
  • Experience with imported wine encourages consumers to trade up
    • Figure 35: Price of wine consumed, by type of wine drunk in the last six months, August 2014

15. The Consumer - Purchase Decision Making Process

  • Key points
  • Penetration of online shopping in wine category is still relatively low
    • Figure 36: Purchase decision making when buying wine online, August 2014
  • The lack of trust hampers the online retail channel for wine
  • Lack of detailed information makes online channels less appealing
  • The quality of service determines consumers' willingness to buy
    • Figure 37: Purchase decision making process when buying wine from offline channels, August 2014
  • Buying from overseas: a challenge to the domestic market
    • Figure 38: Purchase decision making process when buying wine from overseas channels, August 2014
  • Offline channels play a vital role in the premium wine segment
    • Figure 39: Selected attitudes towards offline channels, by monthly personal income, August 2014

16. The Consumer - General Attitudes towards Wine

  • Key points
  • Small pack wine shows potential
    • Figure 40: General attitudes towards wine, August 2014
  • Highlighting suitable drinking occasions could help brands to stand out
  • Imported wines and trusted channels enjoy price premium
  • Young women are more interested in small packs
    • Figure 41: Agreement with the statement 'I would be interested in wine products in small packs', by gender and age, August 2014
  • Highlighting suitable occasions provides another way to appeal affluent female consumers...
    • Figure 42: Agreement with the statement ‘there is a lack of wine products designed for specific occasions', by gender and income, August 2014
  • ...and women in their forties think wine can reflect their social status
    • Figure 43: Agreement with the statement ‘Drinking wine can better reflect one's taste unlike other types of alcoholic drinks, by gender and income, August 2014
  • Lower tier cities remain as price sensitive
    • Figure 44: Agreement with the statement ‘The wine products available are mostly overpriced', by city tier, August 2014
  • Product origin is not important to young consumers in their twenties
    • Figure 45: The disagreement with the statement ‘The origin of wine is a key factor in determining its quality', by city tier, August 2014

17. Appendix - Wine Drinking Habits

  • Figure 46: Wine drinking habits, August 2014
  • Figure 47: Wine drinking habits, by demographics, August 2014
  • Figure 48: Typical spending on wine, by wine drinking habits, August 2014
  • Figure 49: Typical spending on wine, by wine drinking habits, August 2014

18. Appendix - Reasons for not Drinking Wine

  • Figure 50: Reasons for not drinking wine, August 2014
  • Figure 51: Most popular reasons for not drinking wine, by demographics, August 2014
  • Figure 52: Next most popular reasons for not drinking wine, by demographics, August 2014

19. Appendix - Drinking Frequency

  • Figure 53: Drinking frequency of different types of wines, August 2014
  • Figure 54: Most popular drinking frequency of different types of wines - Red wine, by demographics, August 2014
  • Figure 55: Next most popular drinking frequency of different types of wines - Red wine, by demographics, August 2014
  • Figure 56: Most popular drinking frequency of different types of wines - White wine, by demographics, August 2014
  • Figure 57: Next most popular drinking frequency of different types of wines - White wine, by demographics, August 2014
  • Figure 58: Most popular drinking frequency of different types of wines - Champagne/sparkling wine, by demographics, August 2014
  • Figure 59: Next most popular drinking frequency of different types of wines - Champagne/sparkling wine, by demographics, August 2014
  • Figure 60: Most popular drinking frequency of different types of wines - rosé wine, by demographics, August 2014
  • Figure 61: Next most popular drinking frequency of different types of wines - rosé wine, by demographics, August 2014
  • Figure 62: Attitudes towards advertising channels, by most popular drinking frequency of different types of wines - Red wine , August 2014
  • Figure 63: Attitudes towards advertising channels, by next most popular drinking frequency of different types of wines - Red wine , August 2014
  • Figure 64: Attitudes towards advertising channels, by drinking frequency of different types of wines - White wine, August 2014
  • Figure 65: Attitudes towards advertising channels, by drinking frequency of different types of wines - Champagne/sparkling wine, August 2014
  • Figure 66: Attitudes towards advertising channels, by drinking frequency of different types of wines - rosé wine, August 2014
  • Figure 67: Typical spending on wine, by drinking frequency of different types of wines - Red wine, August 2014
  • Figure 68: Typical spending on wine, by drinking frequency of different types of wines - White wine, August 2014
  • Figure 69: Typical spending on wine, by drinking frequency of different types of wines - Champagne/sparkling wine, August 2014
  • Figure 70: Typical spending on wine, by drinking frequency of different types of wines - rosé wine, August 2014
  • Figure 71: Typical spending on wine, by drinking frequency of different types of wines - Red wine, August 2014
  • Figure 72: Typical spending on wine, by drinking frequency of different types of wines - White wine, August 2014
  • Figure 73: Typical spending on wine, by drinking frequency of different types of wines - Champagne/sparkling wine, August 2014
  • Figure 74: Typical spending on wine, by drinking frequency of different types of wines - rosé wine, August 2014
  • Figure 75: Channels used to obtain information on wine, by most popular drinking frequency of different types of wines - Red wine, August 2014
  • Figure 76: Channels used to obtain information on wine, by next most popular drinking frequency of different types of wines - Red wine, August 2014
  • Figure 77: Channels used to obtain information on wine, by drinking frequency of different types of wines - White wine, August 2014
  • Figure 78: Channels used to obtain information on wine, by drinking frequency of different types of wines - Champagne/sparkling wine, August 2014
  • Figure 79: Channels used to obtain information on wine, by drinking frequency of different types of wines - rosé wine, August 2014
  • Figure 80: General attitudes towards wine, by most popular drinking frequency of different types of wines - Red wine, August 2014
  • Figure 81: General attitudes towards wine, by next most popular drinking frequency of different types of wines - Red wine, August 2014
  • Figure 82: General attitudes towards wine, by drinking frequency of different types of wines - White wine, August 2014
  • Figure 83: General attitudes towards wine, by drinking frequency of different types of wines - Champagne/sparkling wine, August 2014
  • Figure 84: General attitudes towards wine, by drinking frequency of different types of wines - rosé wine, August 2014

20. Appendix - Attitudes towards Advertising Channels

  • Figure 85: Attitudes towards advertising channels, August 2014
  • Figure 86: Most popular attitudes towards advertising channels, by demographics, August 2014
  • Figure 87: Next most popular attitudes towards advertising channels, by demographics, August 2014

21. Appendix - Typical Spending on Wine

  • Figure 88: Typical spending on wine, August 2014
  • Figure 89: Most popular typical spending on wine - Drinking at home, by demographics, August 2014
  • Figure 90: Next most popular typical spending on wine - Drinking at home, by demographics, August 2014
  • Figure 91: Most popular typical spending on wine - Drinking out of home, by demographics, August 2014
  • Figure 92: Next most popular typical spending on wine - Drinking out of home, by demographics, August 2014
  • Figure 93: Most popular typical spending on wine - As a gift, by demographics, August 2014
  • Figure 94: Next most popular typical spending on wine - As a gift, by demographics, August 2014

22. Appendix - Channels Used to Obtain Information on Wine

  • Figure 95: Channels used to obtain information on wine, August 2014
  • Figure 96: Channels used to obtain information on wine - Online, by demographics, August 2014
  • Figure 97: Channels used to obtain information on wine - In-store, by demographics, August 2014
  • Figure 98: Channels used to obtain information on wine - Overseas, by demographics, August 2014

23. Appendix - General Attitudes towards Wine

  • Figure 99: General attitudes towards wine, August 2014
  • Figure 100: Agreement with the statement ‘I would be interested in wine products in small packs (eg 100ml) for wine tasting' by demographics, August 2014
  • Figure 101: Agreement with the statement ‘There is a lack of wine products designed for specific drinking occasions', by demographics, August 2014
  • Figure 102: Agreement with the statement ‘The wine products available are mostly overpriced', by demographics, August 2014
  • Figure 103: Agreement with the statement ‘Very frequent promotions of a wine product will put me off from buying it', by demographics, August 2014
  • Figure 104: Agreement with the statement ‘Imported wine products are not as good value for money as domestic ones', by demographics, August 2014
  • Figure 105: Agreement with the statement ‘I am willing to stick to the reliable wine purchase channel even if it doesn't offer the lowest price', by demographics, August 2014
  • Figure 106: Agreement with the statement ‘The origin of wine is a key factor in determining its quality', by demographics, August 2014
  • Figure 107: Agreement with the statement ‘The quality of imported wine products are better than domestic ones', by demographics, August 2014
  • Figure 108: Agreement with the statement ‘It is worth paying more for wine from vineyards with a long history', by demographics, August 2014
  • Figure 109: Agreement with the statement ‘Drinking wine can better reflect one's taste unlike other types of alcoholic drinks', by demographics, August 2014
  • Figure 110: Agreement with the statement ‘When deciding which wine product to buy, it is better to refer to both online and offline information', by demographics, August 2014
  • Figure 111: Agreement with the statement ‘It is difficult to choose among so many wine brands', by demographics, August 2014
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