The organic wine market is promising

“As the wine industry enters the reshuffle period, the domestic market territory will be re-divided. First, the competition between domestic and imported wines is more complete; second, the market will form part of the integrated brand operators,” said an industry source.

It is understood that imported wines are pouring into the Chinese market at an average annual growth rate of 50%. In 2008, domestic wines occupied more than 90% of the domestic market share, and now imported wines have captured more than 25% of the market share, and this number is still increasing. According to survey data released by Analysys International, in 2011, the domestic wine market was about 50 billion yuan, of which imported wines accounted for about 20%. It is estimated that by 2015, the Chinese wine market will reach 100 billion yuan, accounting for the entire market scale. More than 40%.

“Domestic wines are under heavy testing. They not only have to face competition from domestic counterparts, but also face competition from a large number of imported wine brands. They also have to compete with cross-border products of liquor brands such as Maotai, Wuliangye and Yanghe.” The person said.

“Compared with imported wines, domestic wines have the disadvantages of lack of brand influence and low price/performance ratio. The large number of imported wines with moderate prices is the biggest crisis.” Liang Mingxuan, a research fellow at CIC, told the reporter that the current status of domestic wine development Too bad, not only the industry leader Changyu's revenue, profits fell, other leading companies such as the dynasty, the Great Wall also performed poorly.

There are also people in the industry who believe that although domestic wine brands are under pressure from foreign brands, they also face opportunities. The whole industry entered the reshuffle period. Many imported wines and miscellaneous brand wines were gradually eliminated under the state’s vigorous rectification, and the entire industry environment would be purified.

“In the process of reshuffling the industry, the collective decline in the prices of most common wine products will be the trend of the times. The high, medium and low-end product mix of the industry will gradually exhibit a 'two-headed, medium-large' price trend.” Indicated.

Professor Li Hua, a domestic wine authority expert, believes that domestic wines still have more room for development under the premise of more than 20% increase in the domestic market each year. However, to find a force, the first is to do a good job. In particular, the key to the development of domestic wines is the control of raw materials for the company's own planting bases, the selection of dominant grape varieties, and the strict regulation of cultivation and brewing, avoiding the pollution of fertilizers and pesticides and adopting organic cultivation.

The prospect of organic wine market is promising. “In order to gain recognition in the future market, the transformation and upgrading of the wine industry will be overwhelming.” An industry veteran said that in the context of deeper organic lifestyles, domestic liquor companies have begun to turn their attention to the organic wine industry.

In fact, under the fierce offensive of imported wines, the domestic wine industry has entered a “suffering” adjustment and transformation. Wine companies such as Hansen and Veyron have come out with “organic” brands and hope to surpass the import of “organic wine”. Wine, when the liquor market is in a dilemma, reverse growth.

Alcohol analyst Zhou Siran told this reporter that although organic wines are still in the initial stage in China, there is huge room for future development. “On the one hand, frequent outbreaks of food safety accidents in China have led to serious consumer confidence crises, and the emergence of organic products has undoubtedly created tremendous business opportunities. On the other hand, organic farming methods have not only lessened the harm to nature, but have become environmentally friendly. And it is also a strong support for sustainable development. Therefore, the emerging market of organic wine will inevitably increase the overall competitiveness of enterprises, and it will also become a potential profitable point for companies."

It is understood that the emphasis and popularity of organic wine on the international market is increasing day by day. According to the latest consumer data, the European market has seen tremendous growth in organic wine consumption in recent years. At present, the overall consumption in the European continent has risen by 15%.

Industry sources said that organic wines not only lead health, but also the touchstone of Chinese brands going international. Hansen, for example, started its internationalization strategy in 2011. Hansen's products have completed exports to Denmark, Belgium, France and other European countries.

“Hansen is sticking to two legs.” said Zhu Hua, Hanson’s vice president of wine industry. First, he has strict quality control in cultivation and winemaking, and he is hard at work. Second, he steps out and accepts international wine. Rigorous market commentary. "This helps to change the Europeans' existing impression of Chinese wine, but this confidence is not easy."

However, Zhou Siran stated that at present, the development of organic wines in China is not standardized, and various chaos phenomena continue to emerge. Most customers only care about the quality and price of wine, and the importance of planting methods is not high. Therefore, domestic enterprises should develop organic wine industry not only to strengthen the management of organic vineyards, but also to increase the market demand for organic wines, so that more consumers understand organic, enjoy organic and truly fall in love with organic wines. .