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China Grape Wine Industry Report, 2013-2016

  • May 2014
  • -
  • Research In China
  • -
  • 80 pages

Recent years have seen substantial growth in Chinese grape wine market. From 2001 to 2012, the grape wine output in China had shown an upward trend with the CAGR of 16.5%. However, the 18th CPC National Congress called on the restriction of spending by central government bodies on official overseas visits, official vehicles, and official hospitality, “six bans”, and alcohol prohibition in the military, leading to the slowdown of growth or even decline in China grape wine market. In 2013, the output and consumption of grape wine in China went down by 4.7% year-on-year and 13.7% year-on-year, respectively.

By region, the consumption in China grape wine market varies a lot in terms of development. For now, China’s southeast coastal regions, including Shanghai, Guangdong, Fujian and Zhejiang where are economically developed, have achieved provincial-level market scale valuing RMB1-3 billion, city-level market scale valuing RMB100 million, and county-level market scale valuing RMB10 million. However, in the north and the vast central and western regions, the grape wine consumption is still at a stage of market incubation, with the exception of such cities as Beijing and Chengdu.

Due to the restriction of weather and geographical conditions, the grape wine production in China demonstrates higher regional concentration. In China, there are just three provinces and municipalities seeing the annual grape wine output of 100 million liters or more. Among these, the largest grape wine producers come to Shandong (the Bohai Bay area) and Jilin (Tonghua), with the combined output in 2013 amounting to 712 million liters or 64% of the national total. In Shandong, Chardonnay, Carbernet Sauvignon, Merlot, and Carignane are major grape wine varities. Also, planting bases of homegrown grape wine producers like CHANGYU, Great Wall and Dynasty are located in Shandong.

With China’s accession into the WTO, China’s import tariff on grape wine was reduced from 65% to 14%, bringing a large inrush of foreign wines into the Chinese market. In 2012, the wine import volume of China reported 394 million liters, equivalent to 2.4 folds of the figure in 2008. In 2013, the Ministry of Commerce launched anti-dumping and anti-subsidy investigations on made-in-EU wines. Together with the impact brought by the government call to restrict the spending by the central government bodies on official overseas visits, official vehicles, and official hospitality, China’s total import volume of grape wine witnessed a year-on-year decline of 4.5%. In 2013, China’s import volume of bottled wine accounted for 74% of the total, with France as the major import origin.

China grape wine industry is to enter into a stage for structural adjustment after 2013 (for instance, de-stocking targeting wine dealers, grape wine producers’ orientation to low-and medium-end market), in order to pop the market bubble for a comeback to the right track. It is estimated that the CAGR of grape wine consumption in China between 2013 and 2016 will post 9.7%.

The report highlights the followings:
production scale, import & export, consumption, market price and operation of China grape wine industry;
industrial polices, import & export policies, influences from industries upstream and downstream;
expectation on the development of global and China grape wine industry: production scale, consumption momentum, competition between homemade grape wines and imported wines;
Production, operation, investment and M&As, grape wine business and development outlook of 10 leading Chinese grape wine enterprises.

Table Of Contents

China Grape Wine Industry Report, 2013-2016
1. Overview of Grape Wine Industry
1.1 Definition
1.2 Classification

2. Status Quo of China Grape Wine Industry
2.1 Development History
2.2 Market Scale
2.2.1 Current Consumption and Forecasting
2.2.2 Current Output and Forecasting
2.3 Market Environment
2.3.1 Economic Environment
2.3.2 Political Environment
2.3.3 Social Environment
2.4 Market Supply
2.4.1 Production
2.4.2 Export
2.4.3 Import
2.5 Market Price
2.5.1 Ex-factory Price of China Native Wine
2.5.2 Import Price of Wine
2.5.3 Consumer-Price of Wine
2.5.4 Wine Consumption Trend

3. Competition Pattern of China Grape Wine Industry
3.1 Competition Status Quo
3.1.1 Number of Enterprises
3.1.2 Revenue
3.1.3 Profit
3.1.4 Market Share of Main Grape Wine Companies in China
3.1.5 Features of Competition among Enterprises by Scale
3.1.6 Marketing Level of Major Enterprises
3.2 Competition of Imported Wine
3.2.1 Imported Wine Gaining Access to the Chinese Market
3.2.2 Development Models of Imported Wine Enterprises
3.2.3 Imported Wine Striking Hard to High-and Low-End Markets
3.2.4 China Native Wine to Continue Holding a Lion's Share in the Long Run
3.3 Bargaining Power of Enterprises Upstream and Downstream
3.3.1 Resources Upstream
3.3.2 Wine Distributor
3.4 Rival Commodities
3.4.1 Market Share
3.4.2 Liquor
3.4.3 Beer

4. Major Enterprises
4.1 Yantai Changyu Pioneer Wine
4.1.1 Profile
4.1.2 Operation
4.1.3 Revenue Structure
4.1.4 Gross Margin
4.1.6 Strategy Planning
4.2 China Foods
4.2.1 Profile
4.2.2 Operation
4.2.3 Revenue Structure
4.2.4 Gross Margin
4.2.5 Analysis on Wine Business
4.2.6 Prediction and Expectation
4.3 CITIC Guoan Wine Co.,Ltd
4.3.1 Profile
4.3.2 Operation
4.3.3 Revenue Structure
4.3.4 Gross Margin
4.3.5 Strategic Development
4.4 TONTINE WINES
4.4.1 Profile
4.4.2 Operation
4.4.3 Revenue
4.4.4 Gross Margin
4.4.5 Strategic Development
4.5 Gansu Huangtai Wine-Marketing Industry
4.5.1 Profile
4.5.2 Operation
4.5.3 Revenue Structure
4.5.4 Gross Margin
4.5.5 Strategic Development
4.6 Gansu Mogao Industrial Development
4.6.1 Profile
4.6.2 Operation
4.6.3 Revenue Structure
4.6.4 Gross Margin
4.6.5 Strategic Development
4.7 Tonghua Grape Wine
4.7.1 Profile
4.7.2 Operation
4.7.3 Revenue Structure
4.7.4 Gross Margin
4.7.5 Strategic Development
4.8 Yantai Grand Dragon
4.8.1 Profile
4.8.2 Operation
4.8.3 Revenue Structure
4.8.4 Gross Margin
4.8 Strategic Development
4.9 Dynasty
4.9.1 Profile
4.9.2 Operation
4.9.3 Gross Margin
4.9.4 Strategic Development
4.9.5 Prediction and Expectation

5. Conclusion and Prediction
5.1 Overall Prediction
5.2 Comparison and Prediction of Grape Wine Enterprises

Companies Mentioned
Yantai Changyu Pioneer Wine
China Foods
CITIC Guoan Wine Co.,Ltd
TONTINE WINES
Gansu Huangtai Wine-Marketing Industry
Gansu Mogao Industrial Development
Tonghua Grape Wine
Yantai Grand Dragon
Dynasty

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