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尽管中国以葡萄为原料的葡萄酒市场的销量正在下降，2021年的销量跌幅达到两位数，但中国消费者对葡萄酒的了解越来越多，在葡萄酒上的支出也越来越多。IWSR的数据显示，2021-2026年，中国的静态和起泡酒价值预计将以5-7%的复合年增长率增长。
While the topline volume numbers for China’s grape-based wine market are declining – the market recorded double digit volume losses in 2021 – Chinese consumers are becoming more knowledgeable about their wine, and are spending more on it as well. IWSR data shows still and sparkling wine values are forecast to increase at a value CAGR of between 5 and 7% in China, 2021-2026.
低端国产葡萄酒推动了市场销量的下滑，在中国消费的每10升葡萄酒中，仍有近4升是这类。尽管2021年3月引发了澳大利亚葡萄酒进口的崩溃，但去年进口葡萄酒的损失实际上很小。去年，所有主要葡萄酒生产国的销量都出现了大幅增长。智利、美国、南非和阿根廷的葡萄酒表现尤为强劲。
The market volume decline is being driven by the low-end domestic wine that still accounts for nearly 4 in every 10 litres of wine consumed in China. Imported wine losses were actually only minimal last year, despite the collapse in imported Australian wines, triggered by the punitive tariffs introduced in March 2021. All the major wine producing countries reported big gains in sales last year. Chilean, US, South African and Argentinian wines in particular registered very strong performances.
据IWSR集团旗下的Wine Intelligence计算，自2019年以来，中国半年度和月度进口葡萄酒饮用人数增长了约14%。中国的葡萄酒购买群体对他们所喝的葡萄酒也越来越了解和欣赏。
Wine Intelligence, a division of IWSR Group, calculate that the Chinese semi-annual and monthly imported wine drinking population has jumped by around 14% since 2019. The wine-buying community in China is also showing an increasing understanding and appreciation of the wine they drink.
在葡萄酒消费者中，葡萄酒知识和技能不断增加，国家、地区和品种的意识和消费量都在增长。越来越多的中国葡萄酒饮用者在做出购买决定时，正在寻找葡萄酒的质量指标，如产区、奖章和奖项，或诸如Reserve字眼等描述，这一点得到了证实。
Among wine consumers, wine knowledge and repertoires are rising, with awareness and consumption by country, region and varietal all growing. This is being borne out in the greater numbers of Chinese wine drinkers that are seeking out quality indicators such as appellations, medals and awards, or descriptions such as reserve, when they make their purchasing decisions.
网络环境在中国的酒精饮料市场发挥了重要作用。在所有酒类饮料买家中，中国的在线购物者比例醉高，在整体电子商务渗透率和酒类饮料电子商务的成熟度方面，中国在所有其他全球市场中脱颖而出。葡萄酒电商利用了中国葡萄酒饮用者的好奇心，使他们能够更多地接触这一品类；在网上购买葡萄酒的消费者已经超过了50%。
The online environment has played an important role in China’s beverage alcohol market. China has the highest proportion of online shoppers among all beverage-alcohol buyers, and the country stands out from all other markets in terms of overall ecommerce penetration and maturity of beverage alcohol ecommerce. Wine ecommerce has tapped into the curiosity of Chinese wine drinkers, enabling them to engage more with the category; the number of wine consumers who have bought wine online has now passed 50%.
受教育程度越来越高的中国葡萄酒消费者更愿意寻求新的体验，中国的葡萄酒消费者购买的品牌、国家和原产地区也越来越多。他们也表现出愿意在葡萄酒上花更多的钱，在一系列的产区里，支出显著增加。无论是在不同渠道，中国葡萄酒消费者的消费金额都大幅上升，有时甚至超过了20%。IWSR的数据显示，品质及以上葡萄酒的市场份额已从2017年的15%增加到2021年的1/5。预计到2026年，这些高端葡萄酒将占据近1/4的市场份额。
This increasingly educated Chinese wine consumer is more willing to look for new experiences, and Chinese wine drinkers are buying from a broad range of brands, countries and regions of origin. They are also showing a willingness to spend more on their wine, and recalled spend has increased significantly across a range of locations. In both the off-trade and on-trade, the amount being spent by Chinese wine drinkers has risen sharply, on some occasions by more than 20%. IWSR data shows that premium-and-above wines have increased their share of the market from 15% in 2017 to a fifth in 2021. By 2026, it is expected that these higher-end wines will have reached nearly a quarter of the market.
在宁夏葡萄酒的推动下，当地生产的葡萄酒也在不断提升。宁夏渴望被视为中国的“波尔多”。宁夏贺兰山地区的声誉正因全球奖项而提升，这一点在中国的葡萄酒爱好者中并没有被忽视。
Locally produced wines are also premiumising, driven by wines from the Ningxia province, which has an aspiration to be seen as the Bordeaux of China. Ningxia’s Helan Mountains region reputation is being enhanced by global awards, and this is not going unnoticed among China’s wine enthusiasts.
香港和台湾的人均消费量证明了中国葡萄酒市场的巨大潜力。台的葡萄酒消费量是内地消费者的两倍，而香港消费者的消费量则高达内地的9倍(此处默默微笑，不多说)。即使从长期来看，预计这种水平未必会重现，但它确实突显出，在以葡萄为基础的中国葡萄酒市场，它们仍有大量机会。
The scale of the potential for grape-based wine in China is demonstrated by the per capita consumption of Taiwan and Hong Kong. Wine drinkers in Taiwan consume twice as much wine as their Chinese counterparts, while consumers in Hong Kong drink as much as 9 times more. It is not expected that these levels will be replicated even in the long term, but it does highlight that their remains plenty of opportunity in the grape-based Chinese wine market.
* https://www.wineintelligence.com/opportunities-for-chinas-wine-market/
* https://www.theiwsr.com/the-us-and-china-offer-resilience-and-opportunity-for-drinks-groups/
成立于2007年，是一家专注经营阿根廷精品葡萄酒进口的公司，现为阿根廷二十多个酒庄的中国总代，其中包括阿根廷的数家名庄，也是国内唯一一家由阿根廷投资，旨在促进阿根廷葡萄酒推广和销售的公司。成立近16年来，阿根多凭借专业的选酒标准、合理的价格、广泛的产品线、优质的服务，已经成为阿根廷葡萄酒的主流进口商。因为源自阿根廷，基于对阿根廷葡萄酒文化的深入了解，公司一直专注于阿根廷葡萄酒及葡萄酒文化在中国的推广和传播。经过多年的努力，公司在精选阿根廷葡萄酒方面追求品质，力求以合理的价格为大众提供醉好的来自葡萄酒的享受。因此，我们也在市场上赢得了极好的声誉，合作伙伴们给予的评价是严谨、专业、稳定、可靠的阿根廷葡萄酒供应商。
阿根多葡萄酒专家
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