- Published on Tuesday, 17 June 2014 09:56
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Today in China who buys wine is always more then those who drink it. "Consumers 'active', which if properly involved, can be operated by word of mouth and open up new consumer preferences, thus new market space. A market that lived until very recently as a potential Eldorado - with double-digit growth, important investments and opportunity can not miss - but today you can define stalled. And victim in a greater extent, are absolutely the French: export data from Bordeaux in the first quarter of 2014 indicate that the shipments were down 20% in volume and in value by 22%, we have defined it a real Waterloo.
So we are at the end of the French dominance? "Consumers are beginning to be interested in other wine - said Don St. Pierre, chairman of ASC Fine Wines (import company) -. France remains the point of reference but widen the spaces of Italy, Spain, Germany, USA and Australia. Also because today more and more buyers are those who drink wine; first, however, in the pre austerity, is especially fine wine bought as a gift in the wine business. "
An example? The Italian wines, which according to Dixon Yuan, CEO of yesmywine.com, online sales portal that speaks directly to the end consumer, "are those who are growing more in our sales." Differently St. Pierre admitted some difficulty in selling the wine at the Italian restaurant, the most conservative and afraid to put our wine labels in Chinese restaurants, where instead come to easily the French and the New World. "It 'spread - according to the chairman of ASC - the belief that Italian wine is well matched to the only Italian food and then remains confined to the Italian restaurant which although important is still limited."
"We - confirmed Judy Chan, CEO of Grace Vineyards, Chinese Winery - invite people more active on social networks at the wine dinner events that we think work very well. It 's a way not only to explain the wine, but to create a closer relationship and trust with the consumer, which in turn becomes a true brand ambassador."
Then widen preferences "color": "In 3/5 - said Yuan - will increase the consumption of white wine. At the moment wines like Prosecco, cheaper and more sweet, starting to be popular. "Almost paradoxically, it seems that the growing success of the whites is also linked to less fear on the part of consumers to find among these fake wines, a bit 'as if to say - told Judy Chan - "white wines do not drink and therefore it is no unlikely to be falsified. "
Although the issue of "fake" more than a problem seems to be a sort of "urban legend": "The fake wine - said Tam of Christie's - it's so grossly counterfeit that is easy to find. False copyright - few - come mostly from Europe and the U.S.. "But consumers to buy needs to have confidence. In the brand and the store. "Private labels cause confusion in the consumer - has given St. Pierre - because they are perceived as labels created 'just for China'. Brand not supported by true stories and real, not false but certainly fictitious and invented. "
To change in China, however, is also the same organization and structure of the market. From a sort of "selection" as part of the import companies. "We have moved quickly from 10 000 to about 4000 Importers - said St. Pierre - but the cleanliness of the market for many amateur actors and non-professional is a good, although at this time means less sales. Many then sold almost exclusively to government administrations and now found themselves with a reduced turnover. "
"Logistics is much improved - added Yuan - with transport and deliveries even in the most remote zones; as it has modernized the system of payments in favor of credit cards and online payments instead of marking that up to 5 years ago was the most popular. "At the same time, is improving local production. "The perception of Chinese wine is still low profile, especially overseas - said Chan - but the supply chain is professionalizing and acquiring more and more powers."
- Published on Monday, 10 February 2014 10:17
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The 2013 will be remembered like the middle year between the rampant China in the early 2000s and the reflective China ahead of us over the coming decades? Maybe is early to say it, but there is an important fact: the importation for the first time in thirteen years have stopped, rather have come back. If this thing doesn't worry for the volume, because the high loss is done in bulk wine (-30%), on the value otherwise some consideration should be made. The total have stopped the run at 1,6 thousand milion dollar, that is the 2% less in 2012. Th bulk wine do -25%, but we have a values really meager, while that which raises some concern is the bottle, practically nailed on the values of the past year: € 1.4 billion, up 0.5% poor.
This was the performance of a mature market such as the UK or Germany, we could even rejoice, as well as in the period of recession. But here we are talking about the market in which all (except for rare exceptions) look with hope, what we had become accustomed to double-digit increase.
On what might have happened we can make some assumptions . Surely it is time that a certain fatigue in the market had been recorded : still wine warehouses of importers, and we're not talking about some container . Importers and improvised failed. Then the austerity measures imposed by the new president , who is making a clean sweep of luxurious habits of the public administration , which is not really a detail if you count that between the army and officials we can put together a country in the country. It is no coincidence that the biggest blow to have taken the French, whose -10% on the invoiced knows of Waterloo in these parts. Other countries instead they're doing much better, some also grow well, such as Chile and Spain, which have in common the lowest price for category bottle. These days, a factor that helps a lot. For Italy , the export is double-sided : a stability in terms of volume is making good progress with the counterpart values (+15%) , with the average price above $ 4.50 per liter (+14 % ) . We remain fifth in the overall rankings , behind Spain and Chile , in a trio that moves in the range of $ 90 million in value.
But where the Chinese market is experiencing a new gold vein seems to be the sparkling wine. Of course, the values are still amateur market (less than U.S. $ 70 million), but still is a sector in which Italy is coming on well, thanks to the appeal of products such as Prosecco, which have to arrive breathless and mass so far. In the graph, the growth of the main supplying countries in value, with the sharp decline in France (-10% in 2013), and progression sprinter from Italy, which has doubled the supplies within 12 months ($ 14 million , 3.8 million liters).
[Source: elaborazioni Corriere Vinicolo su dati Dogane cinesi]
- Published on Monday, 18 November 2013 16:30
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When you look at the wine market in Hong Kong are to consider two elements: the first concerns the growth forecasts for this special region of China, discussing an increase in volume sales of 11 % per years between now and 2017 ; the second relates that over 40 % of the wine in the input is re-exported to China and to the other special region of China in Macau. It goes without saying that Hong Kong (7 million) should be considered as one of the step required for people who want come in Far East. In this real port, strategic hub for international competitions where , in 2008 , through the abolition of duties on wine imports have almost tripled to more than a billion dollars in 2012, Italy is well-placed in the top ten supplying countries . It is certainly not in a position to undermine the leadership French (who has more than 50 % of the shares ), but navigating around the fifth position with a share of 3 per cent in value . And the trend is positive, according to Istat , Italy has exported wine in Hong Kong for three million liters in 2011 to 22.4 million euro (compared to 15.5 million in 2010). In 2012 , exports of Italy rose by touching the 3.3 million liters to 25.3 million euro . Finally, considering the period January- July 2013, came to Hong Kong 1.9 million liters , to EUR 14.6 million (+1 % on the same period 2012).
" Even though this is a relatively small market , its inhabitants are very well disposed towards the West and those Italian wines , in particular ," says Gianluca Mirante , Italian director of the Hong Kong Trade Development Council , Hong Kong has become one of the places at the auction of the most important in the world , surpassing progressively London and New York (note: sales of $ 37 million in 2012 )
Here the wine is considered an asset in which to invest . Suffice it to say that more and more often the case that the wealthy Chinese who win big batches of wine at auctions prefer to open the wine cellar in Hong Kong rather than bringing the product in China, where the duty on wine has not yet been cleared, despite the the free trade agreements signed with Beijing. "the 18% of the so-called fine wine from around the world is owned by collectors in Hong Kong (although only 20% is stored here , the rest is located in London and in Europe). Source: "Tre Bicchieri 1 - 7 Novembre 2013"
- Published on Wednesday, 31 July 2013 19:24
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As well known , on 6 September 2012, the European Union started the anti-dumping process regarding the import of photovoltaic panels from China. The reaction of the Republic of China was immediate, it has officially opened an anti-dumping and anti-subsidy investigation towards the European wine, even if Beijing government has never wanted to connect this procedure with the story of taxes on photovoltaic panels.
Eight of the main associations of wine production (including Fedagri - Confcooperative ) with a unitary letter asked the Italian Government and the competent Ministers a greater commitment and a support to face legal fees in this case.
Bruxelles in confrontation between the EU Commission and the Delegation of the Chinese government in the last days closed the case against photovoltaic panels, finding a deal, which seems to have avoided the increase of custom duties.
It seems that this solution, at least for the moment, has not convinced the Chinese authorities to reconsider their position towards the European wine and therefore the dispute is still opened, that involves a very complex and expensive process from the economic point of view, which will be difficult to meet by the selected companies.
La Cantina dei Vini Tipici dell'Aretino got updated immediately regarding this issue, filling the two forms required to be registered in a sort of exporters list so that they can avoid this antidumping process.
If Chinese authorities chose our winery as a sample to be investigated on, to verify possible dumping action on European side, Beijing would acknowledge to our cooperative, regularly registered in the exporters list, the status of "cooperating", applying lower duties than those which would applied to other " uncooperative" companies.