Chinese wine industry has entered the high-speed growth stage in recent years. Though the international financial crisis broke out in 2008, it did not place severe influence on Chinese wine industry. In 2008, Chinese wine production totaled 698,300 kiloliters, 5% increase over 2007. In 2009, Chinese wine production amounted to 960,000 kiloliters, rising by 37.48% YOY.
Wine belongs to the fast moving consumer goods. The competition on Chinese wine market concentrates on the market capacity and channels instead of product function, attribute and technology. Channels have become the key successful factor for competition. In China, the consumption channels for wine mainly include two categories – restaurants & hotels; retail channels such as shops and supermarkets. According to the statistics of the wine industry, the restaurants and hotels account for over 50% shares in Chinese wine market while retail channels occupy less than 50%.
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