According to the statistics of 2017 China's imported wine data, the market share of TOP10 wine imported countries has dropped from 98.11% in 2015 to 93.45% in 2017. Meanwhile the import countries continue to be diverse. The proportion of France continues to decline; Australia and Spain continue to rise; and Portugal and Argentina are in the top 10 positions. Malaysia, South Korea promoted to the sixth and seventh major wine importers in China.
Shanghai, Guangdong and Fujian are the three largest wine consumption regions in China. The top 10 wine consumption regions in China are only three northern area: Beijing, Tianjin city and Liaoning province. For wine merchants, the national key market investment is of course important, such as the four major cities of North, Shanghai, Guangzhou and Shenzhen. However, the research shows that some emerging cities have obvious rapid growth trends, which cannot be ignored, such as the cities in Fujian and Zhejiang province.
According to the report, in the online market in 2017, whether it is sales volume or SKU, the proportion of imported wines exceeds 70%, which has an absolute advantage. Online sales are a major battleground for wine. At present, the overall quantity of wines is still increasing, while the growth rate is obviously declining. Generally speaking, the imported wines still dominate the online market. Jingdong, Tmall and Taobao divides the wine e-commerce market at present.
There are mainly 2 types of the current e-commerce consumer groups. One type is the mass consumer group, which belongs to the common people, that is, “Novice”. But they have considerable spending power. The other type is a small number of enthusiasts. Such people will basically go to some relatively professional vertical e-commerce platforms to consume.
An industry with a CR4 of more than 60% can become a mature industry. Fragmentation in the wine industry is still serious, but branding tends to be concentrated, while value-driven trends are gradually taking shape. In 2017, the top 10 wine brands' sales concentration reached 38.45%, and the sales concentration reached 42.66%. According to the statistics of recent years, wine has begun to concentrate on head brand enterprises year by year. The pattern of China's wine industry will undergo an important change in the next few years.
Data: Forward Industries Academia