According to the latest data from IWSR, Chinese people drank 2.166 billion bottles of wine in 2012, 2.7 times more than in 2007. By 2016, Chinese people will consume 3.024 billion bottles of wine, according to the group's projections. What forces have enabled Chinese wine consumption to achieve such an astonishing growth in just five years? What makes foreigners so optimistic about the Chinese wine market?
"China's growing middle class is driving wine consumption, and the Chinese wine market today is much like the U.S. wine market was a few decades ago."
Rising middle classes in China, India, Brazil, Russia and other countries are beginning to "consume like Americans"...... So, in terms of wine, how do Americans consume it?
Contrary to what many people think, the United States has not traditionally been a big wine consumer. For a long time in history, the American market was dominated by spirits like brandy and bourbon. The period from the Second World War to the late 1960s coincided with the golden age of economic development in the United States. During this period, the middle class began to rise rapidly. Imported wine, especially French wine, was seen as a fine drink, and drinking the famous Bordeaux houses was seen as a symbol of status and status. In the '60s and' 70s, more and more American consumers began drinking wine, and thanks to rising demand and technological advances, a number of domestic wineries sprang up. In the late 1970s, per capita wine consumption in the United States surpassed spirits for the first time. While the American wine market was dominated by local wines, imported wines were a sea of Bordeaux, whose popularity peaked in the 1980s: in 1985, Bordeaux accounted for nearly 60 percent of U.S. wine imports! (Today the figure is 20 percent.) At the same time, American wines began to grow by leaps and bounds, accounting for 70 percent of the market in the mid-1980s and 80 percent in the early 2000s.
A big feature of middle-class American consumption is "conspicuous consumption," or the consumption of expensive wines to show their status. Today, the upper middle class is still the main consumer of high-end imported wine, accounting for one-third of wine consumers but generating more than half of the profits of the entire American wine industry. The rest tend to buy imported wines within a certain price range or to consume more domestic wines.
At present, it is recognized that the most attractive emerging market for wine has become China, and domestic wine enterprises have developed rapidly. However, under the strong impact of global counterparts in the past two years, the market prospects of domestic wine enterprises are worrying. China is also one of the places of origin of wine, and its grape quality can be comparable with that of France. "Although we are in the golden zone, the grape industry is not big. The key is that there is no leading enterprise to drive it."
This wine exhibition breaks through simple exhibition service and provides deep enterprise service. To provide enterprises with a variety of enterprise services including trade docking, technical exchange, orientation invitation, buyer invitation and so on, to achieve a new integrated exhibition and trade joint service model of the industry event.
The 7th China Shanghai Wine Fair will be held from November 29 to December 1 at Shanghai Everbright International Convention and Exhibition Center.
Look forward to your visit and guidance! Consult; (CWSE 2013 Liquor Committee);
Official website: http://wine-expo.com.cn
