中国葡萄酒行业回眸与展望

<正> 2008年度,对中国来说是一个充满挑战与艰辛的一年,更是充满机会与希望的一年。中国葡萄酒行业也在改革开放30年的引领下,迎来了一个收获年份。根据国家统计局统计数据,截止2008年10月,中国葡萄酒产量66.56万千升,同比增长51.56%;工业总产值155.86亿元,同比增长33.44%;销售产值150.63亿元,同比增长28.65%。相信2009年度行业要完成170亿元销售收入应该不会有太大的悬念。那么,在2008年行业究竟走过了一个什么样的道路,2009年又有什么样的竞争趋向?

The review of China wine industry in 2008 and prospect

As for China, 2008 is a year full of challenges and difficulties, but also full of opportunities and hopes. Under the guidance of 30 years of China's reform and opening up, China's wine industry will steps into harvest time. According to statistical data from National Bureau of Statistics, the wine production has reached 66.56 million liters by October 2008, increased by 51.56% compared to the same period of last year; the total industrial output value is 15.586 billion yuan, increased by 33.44%; sales output value reached 15.063 billion yuan, an increase of 28.65%. There is no doubt that sales revenue can reach 17.0 billion yuan this year. Improve the standard system gradually and build a fit production chain There are two important events about production system occurred in China wine industry this year. One is the state new standard ("Wine"GB 15037-2006) taking effect at the beginning of the year, the other is a state standard of cork. The two standards will take effect or pass to applicate. The new national standards define the time, species and origin specifically. They can provide a relatively complete system of the production chain for China's wine industry along with the other standards. The increasing import wine is providing a platform of distributed transaction The amount of China's wine import is about 13.78 million liters by October 2008, increasing 5.87%, compared with the last year. Wine sales during the Spring Festival season also promote the import sales of bulk wine and bottle of wine. This year, some new trends of wine brands marketing strategies are appearing, which increase the combinations of marketing strategies and highlight the features of brand. Generally speaking, Great Wall and Changyu are the most popular wine brands. However, the whole wine industry has more diversified marketing approaches, and highlights the competitive features of unique brand. In high-end market, product manufacturing and brand management are two different business aspects between domestic and international brands. Compared with foreign enterprises, some China firms have not succeeded in the designs of unique products and market development, so domestic wine brands remain at a low competition level. The development of the industry and enterprises must go through the market competition to more achievement. In 2008, the conditions for wine enterprises development improved greatly, and the imported wine obtained a better trading platform in the China market; domestic and foreign wine enterprises launched more strategies on the products and brands. The market development is ultimately to be promoted and completed by competition, and we look forward that there will emerge more good products, good brands and effective regulations on competition in Chinese wine industry in 2009.