The impact of imported wine on domestic wine gradually weakened

According to the China Galaxy Securities Research Report, since 2012, the year-on-year growth in the volume and amount of imported wine in China has slowed down significantly. From January to December 2012, the quantity of wine imported from China reached 425,700 kiloliters, an increase of 8.90% year-on-year, a decrease of 19.30 percentage points from the same period of last year. In the same period, the cumulative production of China's wine industry was 1.816 million kiloliters, a year-on-year increase of 16.90%, and the growth rate was 3.87 percentage points higher than the same period of last year.

Restrictions on “Sangong” consumption, plasticizers and other events have hit the liquor industry, resulting in the suppression of liquor consumption. At the same time, domestic wines are also facing a weak demand. However, since last year, the growth rate of China's imported wine and its amount has slowed down significantly compared to 2011. According to industry sources, the impact of imported wine on domestic wine is gradually weakening.

In 2012, the declining demand and the double squeeze of imported wine to inventory caused domestic wines to face difficulties. However, the impact of imported wine on domestic wines has weakened.

Take the European Union as an example, analyst Zhang Baoping of Founder Securities said, “The amount of wine produced in the EU is decreasing, and the pressure on exports is also decreasing, so the impact on the Chinese market is gradually falling. At the same time, the prices of high-end wines have also experienced in China. In the process of defoaming, the profits will be small, and the willingness of distributors to import will fall."

The food and beverage analysts of the above securities companies stated that domestic wines still face the pressure of competition from foreign brands. In the domestic wine market, the company's unlimited production expansion and a large number of low-quality, low-quality wines flood the market, as well as disrupted the order of the entire domestic wine market.

The analyst said that in terms of high-end brands, domestic wine lacks brand positioning, and channel marketing still lacks high-level professional operating agencies. Overall, the advantages are not significant. Downstream demand for domestic wines such as dynasties is an indisputable fact. In addition, the restriction of "Three Publics" consumption has also restrained the demand for high-end wines, which will affect high-end domestic wines with higher gross profit margins, which will in turn lower the profitability of enterprises.

"In the competition with foreign brands, in addition to improving the quality of domestic wine, it is necessary to strengthen channel development. Marketing and brand should have a clear position, so as to gain a place." The analyst said.

CIC Advisor Food Industry Researcher pointed out to Jian Jun that with the influence of factors such as economic preferences in 2013, the demand for wine will show a trend of growth, but domestic wines need a series of changes before they can seize market opportunities.