Once upon a time, imported wines were regarded as the status symbol on the dinning table. The imported French wines have become the magic key to keep up appearances either in business negotiation or friends’dinner. The wines produced from the five well-known French wine estates especially have a sharply higher marketing price. For a period of time, some insiders teasingly talked about the false prices of French wines in China market, such as “The wine in thousands of Yuan, not thousands of Yuan for a bottle, but for a cup”.
With consumers’gradual mature and wines of new world rapidly entering, the marketing situation of French wine is increasingly decreased. As the latest date shown, the total amount of imported wines saw year-on-year raises of 44.2%, and the value of import saw year-on-year raises of 34%.However, the average price of import has dropped all the way, down to 7.3%. It is worth mentioning that the average price of imported wines has been declining since 2014.
As the date indication, it appears that wine volume is higher and the price is lower in China market. The popular mass consumption and reduced import cost has caused the price gliding of imported wines in China market. Meanwhile，domestic consumers’consumption psychology has changed, who are no longer randomly follow French wines and turn to cost-effective consumption from face consumption. From the date and the analysis of consumption trends, the domestic consumption of imported wines has left the stage of “silly people with more money”. The brand is no longer the unique magic key in China. Comprehensive elements make a great effect on domestic consumption, such as product quality, taste and place of origin etc. Consequently, the importers will surely be eliminated by market if pay more attention to the product design rather than to the consumers.
Reportedly, Haiwei Liquor Trading Market has run its business for more than 6 years. Haiwei Liquor Trading Market is the first domestic entity liquor trading platform and could be regarded as the industry leader in the respects of asset size, innovation capability and potential development etc. For about 7 years’rapid development, Haiwei has collected more than 200 international famous vineyards and has kept friendly communication with nearly 1,000 international wineries. Haiwei online mall with cross-border O2O、B2C、C2C will be put into service soon. The company has several rare land resource projects in free trade/bonded zones. Haiwei has established 24,000 square meters’temperature controlled storage base in the core bonded zone of Tianjin free trade zone, which plays a positive role in guarantee the safety of foods & liquors and in promoting the imported wine market to “legalization, regularization and standardization”. As the resource integration and win-win development, Haiwei attracts more social groups and elites for deep cooperation.
Haiwei will surely become the legal, rational and standard industry criterion in future, promoting wine culture’s domestic operation and the regular transmission as well as bring benefits to consumers and achievements to operators.
