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Analysis of Chinese Wine Market 2008
http://www.reportlinker.com/p096852/Analysis-of-Chinese-Wine- Market-2008.html
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Presently, the annual per capita wine consumption in China is 0.51 litres and the annual growth rate remains about 15%, the level of Chinese wine consumption equalled as the same as Japan in the late 1980s, the per capita wine consumption in Japan has been increased to 3 litres in the last 20 years and maintains stable, but sill in a relatively low level compared with the world average level. Therefore, China has to go through a long period to reach the 3 litres per capita wine consumption, but, on the other hand, taking into account the huge population in China, even though the per capita annual consumption of wine reach 1 litre, the total amount will be in a huge quantity, the potential market is very large.
During Jan-July 2008, China yielded 507,000 tons wine, an accumulated growth of 66%. The reasons for this rapid growth are the great increase of consumption and the more wine manufacturers were accounted in the statistical data. According to the scope of statistics of the National Bureau of Statistics that all manufacturers whose income is over RMB five million should be accounted; after the rapid development of China wine industry, more and more wine manufacturers qualified into the scope of statistics. In 2008, there were 155 manufacturers into the scope of statistics, while only 130 in 2007.
In recent years, the cost of production, logistics and marketing such as wine grapes and labour has been risen gradually and the retail prices also has been soared; particularly, since 2007, the average monthly price of dry red wine in 36 cities has soared significantly.
In terms of the regional feature of grape resources and the higher standard of production technology, the concentration of China’s wine industry is relatively high, almost dominated by Zhangyu, Dynasty and Great Wall. The total income of these three companies of 2007 accounted for 38.43 per cent of the total amount of China’s wine industry, further more that profits accounted for 67 per cent; of which Zhangyu as a leading manufacturer stands on the top. In the first-class brand products, Great Wall and Zhangyu take an advantage, because of some management matters that the sales of Dynasty in recent year were lower than the industry average growth rate. Although in recent years some second-class brands such as LongWei have afforded to enter first-class brand, but Zhangyu’s strong brand appealingness and comprehensive advantages support it to continue leading the Chinese wine industry and its industry leading position.
The three domestic wine giants have their own marketing advantages in various regions: Dynasty takes 40% market share in Shanghai; Great Wall ranks No.1 of market share in North China, South China, Southwest and Northwest regions; and Shandong and Fujian provinces are the main market for Zhangyu.
According to China Custom’s statistics, in the first five months of 2008, China imported 84.89 million litres of wine, an increase of 10.3 per cent than the same period last year; the value of $310 million, up 49.1 per cent year-on-year; the average import price was $3.6/L, up 35.1 per cent.
Although the import of wine has increased, but in terms of the poor brand cognitive of global wine brand of China’s consumer, the brand consumption is still focused on the Chinese brands. In 2006, the volume of import wine increased 116 per cent and in 2007 increased 29 per cent; 2007 imports reached 140,000 tons, but 80 per cent of the wine were in economy size, then bottling by domestic brands to sell, the proportion of foreign brands was relatively lower, which is caused by the low brand cognitive in China.
The wine market capacity in China is huge, and supervise and regulation has improved, also, the market competition has become more intense and foreign wine has strengthened their competitiveness in China market; meanwhile, domestic consumers’ behaviour has matured; all of these elements will affect the Chinese wine industry and the structure of products will transform from low-grade to mid-and high-grade, and domestic wine manufacturers have to face the new competitive environment.
Contents
1 Production base of major wine grape in China
1.1 Distribution of China’s wine grape
1.2 The acquisition mode of wine grape in China
2 Domestic wine raw materials
2.1 The shortage of domestic wine raw materials as barriers to the development of China wine industry
2.2 Analysis of raw materials
3 Wine consumption in China
3.1 Consuming habits
3.2 Consumption
3.3 Analysis of the potential drinking market which will be substituted by wine
4 Analysis of wine industry’s operating periodicity
4.1 The periodicity character of revenue and profit
4.2 The relationship between macro-economic and wine industry
5 The development of China’s wine industry
5.1 Output
5.2 Analysis of operation
5.2.1 The growth of revenue and profit
5.2.2 The high level of profitability and stability of expense rate
5.2.3 Comparison of the different development between eastern and western region
5.3 Analysis of wine prices
5.4 Analysis of competition
5.4.1 Analysis of the three domestic wine giants
5.4.2 Competition is focused on products, brands and sales channel
5.5 Analysis of the imported wine in Chinese market
5.5.1 The import volumes and price
5.5.2 Sales
6 Analysis of China’s wine industry competition
6.1 Buyer
6.2 Supplier
6.3 New comer
6.4 Substitute
6.5 Internal competition
7 Analysis of Zhangyu
7.1 Performance
7.2 The improvement of the structural adjustment of products
7.3 The product structural adjustment benefited the profitability
7.4 Sales and market
8 The industry trend of the future development
Figure
Consumption of the different kinds of wine in China (by expenditure)
The choice motive of China’s wine consumer
China’s wine drinking occasions
The per capita wine consumption in Japan
The per capita wine consumption in major Asian countries and regions 2001-2005
The proportion of urban residents’ average consumption of various alcohol
The annual consumption of ratafee of urban residents by income
The difference of seasonal sales
The difference of total seasonal profits
The relationship between the growth GDP and wine industry revenue, profit, gross industrial output value
Comparison of the GDP and income and profits
Comparison of the industrial gross margin and CPI and PPI
Comparison of the industrial Pre-tax profit margin and CPI and PPI
Comparison of the industrial expense ratio and CPI and PPI
The output of wine in China 2000-2007
The monthly output of China’s wine 2007-July 2008
The monthly cumulative output of China’ wine 2007-July 2008
The growth trend of wine sales
The growth trend of wine profit
The profitability of the wine industry
The industry expense ratio
The monthly sales prices of dry red wine in 36 cities
The monthly sales price of Great Wall 750 ml of 11 degrees dry Red in 36 cities
The market share of main brands by income 2007
The income of Zhangyu, Great Wall and Dynasty 2003-2007 The sales volume occupancy of main brands
The profit occupancy of main brands
The amount and price of China’s imported wine
The total volumes and amount of imported wine
The proportion of China’s imports of bottled wine
The proportion of the imported wine and over 2 liters bottle
The import of small package wine
The imports of Bulk wine
The proportion of sales of the imported wine
The proportion of the sales income of imported wine
The sales and growth of Zhangyu
The proportion of wine revenue of the total income of Zhangyu
The proportion of the products’ sales of Zhangyu 2007
The gross profit ratio of Zhangyu 2007
The proportion of gross profit of Zhangyu 2007
The structure of Zhangyu’s brands
The main product, revenue and net profit growth rate of Zhangyu 2004-2007
The rising gross margin of Zhangyu
The proportion of sales territory of Zhangyu
The market share of imported wine
Table
Chinese wine consumption groups
The wine consumption of China’s urban residents by income 2006
The regional statistics of Chinese wine industry and year-on-year changes
Comparison of wine manufacturers’ operating indicators between eastern and western
The market share of China’s wine brands in the first half of 2008
The product data of “House of red wine”
The sales growth of Zhangyu’s high-end products in the first half of 2008
To order this report:
Analysis of Chinese Wine Market 2008
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