China Grape Wine Industry Report, 2013-2016
  • May 2013
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Recent years have seen substantial growth in Chinese grape wine market. From 2001 to 2012, the grape wine output in China had shown an upward trend with the CAGR of 16.5%. However, the 18th CPC National Congress called on the restriction of spending by central government bodies on official overseas visits, official vehicles, and official hospitality, “six bans”, and alcohol prohibition in the military, leading to the slowdown of growth or even decline in China grape wine market. In 2013, the output and consumption of grape wine in China went down by 4.7% year-on-year and 13.7% year-on-year, respectively.?

By region, the consumption in China grape wine market varies a lot in terms of development. For now, China’s southeast coastal regions, including Shanghai, Guangdong, Fujian and Zhejiang where are economically developed, have achieved provincial-level market scale valuing RMB1-3 billion, city-level market scale valuing RMB100 million, and county-level market scale valuing RMB10 million. However, in the north and the vast central and western regions, the grape wine consumption is still at a stage of market incubation, with the exception of such cities as Beijing and Chengdu.?

Due to the restriction of weather and geographical conditions, the grape wine production in China demonstrates higher regional concentration. In China, there are just three provinces and municipalities seeing the annual grape wine output of 100 million liters or more. Among these, the largest grape wine producers come to Shandong (the Bohai Bay area) and Jilin (Tonghua), with the combined output in 2013 amounting to 712 million liters or 64% of the national total. In Shandong, Chardonnay, Carbernet Sauvignon, Merlot, and Carignane are major grape wine varities. Also, planting bases of homegrown grape wine producers like CHANGYU, Great Wall and Dynasty are located in Shandong.

With China’s accession into the WTO, China’s import tariff on grape wine was reduced from 65% to 14%, bringing a large inrush of foreign wines into the Chinese market. In 2012, the wine import volume of China reported 394 million liters, equivalent to 2.4 folds of the figure in 2008. In 2013, the Ministry of Commerce launched anti-dumping and anti-subsidy investigations on made-in-EU wines. Together with the impact brought by the government call to restrict the spending by the central government bodies on official overseas visits, official vehicles, and official hospitality, China’s total import volume of grape wine witnessed a year-on-year decline of 4.5%. In 2013, China’s import volume of bottled wine accounted for 74% of the total, with France as the major import origin.?

China grape wine industry is to enter into a stage for structural adjustment after 2013 (for instance, de-stocking targeting wine dealers, grape wine producers’ orientation to low-and medium-end market), in order to pop the market bubble for a comeback to the right track. It is estimated that the CAGR of grape wine consumption in China between 2013 and 2016 will post 9.7%.

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The report highlights the followings:
20120114.gifproduction scale, import & export, consumption, market price and operation of China grape wine industry;
20120114.gifindustrial polices, import & export policies, influences from industries upstream and downstream;
20120114.gifexpectation on the development of global and China grape wine industry: production scale, consumption momentum, competition between homemade grape wines and imported wines;
20120114.gifProduction, operation, investment and M&As, grape wine business and development outlook of 10 leading Chinese grape wine enterprises.

1. Overview of Grape Wine Industry 
1.1 Definition 
1.2 Classification 

2. Status Quo of China Grape Wine Industry 
2.1 Development History 
2.2 Market Scale 
2.2.1 Current Consumption and Forecasting
2.2.2 Current Output and Forecasting
2.3 Market Environment 
2.3.1 Economic Environment
2.3.2 Political Environment
2.3.3 Social Environment 
2.4 Market Supply 
2.4.1 Production 
2.4.2 Export 
2.4.3 Import 
2.5 Market Price 
2.5.1 Ex-factory Price of China Native Wine
2.5.2 Import Price of Wine 
2.5.3 Consumer-Price of Wine 
2.5.4 Wine Consumption Trend 

3. Competition Pattern of China Grape Wine Industry 
3.1 Competition Status Quo
3.1.1 Number of Enterprises 
3.1.2 Revenue 
3.1.3 Profit 
3.1.4 Market Share of Main Grape Wine Companies in China
3.1.5 Features of Competition among Enterprises by Scale
3.1.6 Marketing Level of Major Enterprises 
3.2 Competition of Imported Wine
3.2.1 Imported Wine Gaining Access to the Chinese Market 
3.2.2 Development Models of Imported Wine Enterprises 
3.2.3 Imported Wine Striking Hard to High-and Low-End Markets 
3.2.4 China Native Wine to Continue Holding a Lion’s Share in the Long Run
3.3 Bargaining Power of Enterprises Upstream and Downstream 
3.3.1 Resources Upstream 
3.3.2 Wine Distributor
3.4 Rival Commodities 
3.4.1 Market Share 
3.4.2 Liquor 
3.4.3 Beer 

4. Major Enterprises 
4.1 Yantai Changyu Pioneer Wine
4.1.1 Profile 
4.1.2 Operation 
4.1.3 Revenue Structure 
4.1.4 Gross Margin 
4.1.6 Strategy Planning
4.2 China Foods
4.2.1 Profile
4.2.2 Operation
4.2.3 Revenue Structure
4.2.4 Gross Margin
4.2.5 Analysis on Wine Business 
4.2.6 Prediction & Expectation 
4.3 CITIC Guoan Wine Co.,Ltd
4.3.1 Profile
4.3.2 Operation
4.3.3 Revenue Structure
4.3.4 Gross Margin
4.3.5 Strategic Development 
4.4 TONTINE WINES
4.4.1 Profile
4.4.2 Operation
4.4.3 Revenue 
4.4.4 Gross Margin
4.4.5 Strategic Development
4.5 Gansu Huangtai Wine-Marketing Industry
4.5.1 Profile
4.5.2 Operation
4.5.3 Revenue Structure
4.5.4 Gross Margin
4.5.5 Strategic Development
4.6 Gansu Mogao Industrial Development
4.6.1 Profile
4.6.2 Operation
4.6.3 Revenue Structure
4.6.4 Gross Margin
4.6.5 Strategic Development
4.7 Tonghua Grape Wine
4.7.1 Profile
4.7.2 Operation
4.7.3 Revenue Structure
4.7.4 Gross Margin
4.7.5 Strategic Development
4.8 Yantai Grand Dragon
4.8.1 Profile
4.8.2 Operation
4.8.3 Revenue Structure
4.8.4 Gross Margin
4.8 Strategic Development
4.9 Dynasty 
4.9.1 Profile
4.9.2 Operation
4.9.3 Gross Margin
4.9.4 Strategic Development
4.9.5 Prediction & Expectation

5. Conclusion & Prediction 
5.1 Overall Prediction 
5.2 Comparison and Prediction of Grape Wine Enterprises
Classification and Features of Grape Wines 
Development Stage of China Grape Wine Industry 
Grape Wine Consumption in China, 2011-2016E
Output of Wine in China, 2011-2016E
GDP Growth Rate in China, 2003-2013
Engel Coefficient of Urban Residents, 2003-2013 
Per Capita Disposable Income of Urban Households, 2003-2013 
Grape Wine Output in China, 2001-2013
Regional Concentration of China Grape Wine Industry by Output, 2013 
Output Structure of China Grape Wine Industry by Province, 2013 
Grape Wine Export Volume in China, 2008-2013 
Grape Wine Export Value in China, 2008-2013 
Grape Wine Import Volume in China, 2008-2013 
Grape Wine Import Value in China, 2008-2013
Top 8 Bulk Wine Import Origins of China, 2013 
Top 10 Bottled Wine Import Origins of China, 2013
Ex-Factory Prices of China Native Wines, 1999-2010
Grape Wine Ex-Factory Prices by Country or Region, 2010
Average Retail Price of Grape Wine by Country or Region, 2010
Average Imported Price of Grape Wine in China, 2008-2013 
Imported Prices of Bottled and Bulk Grape Wines in China, 2009-2013 
Import Volume of Bottled and Bulk Grape Wines in China, 2009-2013
Import Volume of Bottled and Bulk Grape Wines in China, 2010-2013
Terminal Price and Market Size of Grape Wine Industry 
World Top 10 Grape Wine Consuming Countries or Regions (by Per Capita),2013 
Per Capita Grape Wine Consumption in China, 2009-2013 
Number of Enterprises in China Grape Wine Industry, 2006-2014 
Revenue of China Grape Wine Industry, 2006-2013
Total Profit of China Grape Wine Industry, 2008-2013
Profit Margin of China Grape Wine Industry, 2006-2013 
Market Share of Main Chinese Grape Wine Enterprises,2011-2013
Chinese Grape Wine Enterprises of All Types and Their Characteristics  
Establishment Time and Corporate Ownership of Major Chinese Grape Wine Enterprises 
Comprehensive Comparison of Three Leading WGrape ine Enterprises in China
Geographical Conditions for Wine Grape 
Distribution of Wine Grape Production Regions in China
Top 10 Grape Wine Production Regions in China
Key Planting Areas of Major Chinese Grape Wine Companies 
China Alcohol Market Share
Number of Liquor Enterprises in China, 2003-2014
Total Revenue of Chinese Liquor Enterprises, 2003-2013
Total Profit of Chinese Liquor Enterprises, 2003-2013
Number of Chinese Beer Enterprises, 2003-2013
Total Revenue of Chinese Beer Enterprises, 2003-2013
Total Profit of Chinese Beer Enterprises, 2003-2013 
Revenue and Net Profit Margin of China Foods, 2008-2013 
Revenue of China Foods by Product, 2008-2013 
Gross Margin of China Foods, 2008-2013 
Alcohol Revenue of China Foods by Variety, 2008-2013
Revenue and Net Income of China Foods, 2013-2016E
Revenue and Net Profit Margin of CITIC Guoan Wine, 2008-2013 
Revenue of CITIC Guoan Wine by Product, 2009-2013
Gross Margin of CITIC Guoan Wine by Product, 2009-2013
Revenue and Net Income of Yantai Changyu Pioneer Wine, 2013-2016
Revenue and Net Income of Tontine Wines, 2008-2013 
Revenue of Tontine Wines by Product, 2008-2013
Revenue of Tontine Wines by Region, 2008-2013
Gross Margin of Tontine Wines, 2008-2013
Revenue and Net Income of Tontine Wines, 2013-2016E
Revenue and Net Profit Margin of Gansu Huangtai Wine-Marketing Industry, 2008-2013 
Revenue of Gansu Huangtai Wine-Marketing Industry by Product, 2008-2013
Revenue of Gansu Huangtai Wine-Marketing Industry by Region, 2008-2013 
Gross Margin of Gansu Huangtai Wine-Marketing Industry by Product, 2008-2013
Revenue and Net Income of Gansu Huangtai Wine-Marketing Industry, 2013-2016E
Revenue and Net Income of Gansu Mogao Industrial Development, 2009-2013
Revenue Structure of Gansu Mogao Industrial Development by Product, 2009-2013 
Gross Margin of Gansu Mogao Industrial Development by Product, 2009-2013 
Revenue and Net Income of Gansu Mogao Industrial Development, 2013-2016E 
Revenue and Net Income of Yantai Grand Dragon Wines, 2011-2013 
Revenue of Yantai Grand Dragon Wines by Product, 2011-2013
Revenue of Yantai Grand Dragon Wines by Region, 2011-2013
Gross Margin of Yantai Grand Dragon Wines, 2011-2013
Revenue and Net Income of Yantai Grand Dragon Wines, 2013-2016E
Revenue and Net Income of Dynasty Wines, 2008-2012
Gross Margin of Dynasty, 2008-2012
Numbers of Exclusive Shop of Dynasty, 2012
Revenue and Net Income of Dynasty, 2011-2014E
Forecast of Wine Output and Apparent Consumption in China
Revenue and Gross Profit of Major Chinese Wine Enterprises, 2013
Revenue and Net Income of Major Chinese Wine Enterprises, 2016E

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