China Grape Wine Industry Report,
2012-2014
Dec. 2012
STUDY GOAL AND OBJECTIVES
METHODOLOGY
This report provides the industry executives with strategically significant
Both primary and secondary research methodologies were used
competitor information, analysis, insight and projection on the
in preparing this study. Initially, a comprehensive and exhaustive
competitive pattern and key companies in the industry, crucial to the
search of the literature on this industry was conducted. These
development and implementation of effective business, marketing and
sources included related books and journals, trade literature,
R&D programs.
marketing literature, other product/promotional literature, annual
reports, security analyst reports, and other publications.
REPORT OBJECTIVES
Subsequently, telephone interviews or email correspondence
 To establish a comprehensive, factual, annually updated and cost-
was conducted with marketing executives etc. Other sources
effective information base on market size, competition patterns,
included related magazines, academics, and consulting
market segments, goals and strategies of the leading players in the
companies.
market, reviews and forecasts.
 To assist potential market entrants in evaluating prospective
acquisition and joint venture candidates.
 To complement the organizations’ internal competitor information
INFORMATION SOURCES
The primary information sources include National Bureau of
Statistics of China, and Company Reports etc.
gathering efforts with strategic analysis, data interpretation and
insight.
 To suggest for concerned investors in line with the current
development of this industry as well as the development tendency.
 To help company to succeed in a competitive market, and
Copyright 2012 ResearchInChina
understand the size and growth rate of any opportunity.
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Abstract
Spurred by rapid growth of consumption market, China’s output of
Currently, the wine industry of China features low concentration,
grape wine climbs year after year. In 2011, grape wine output in China
involving three types of wine companies. The first group consists of
amounted to 1.1569 billion liters, rising 6.3% from a year earlier. From
large grape wine breweries such as Changyu, Greatwall and Dynasty
2001 to 2011, the output of grape wine presented an AAGR of 16.5%.
which are powerfully competitive with sound development foundation
Under the drive of the growing production and sales volume of grape
and excellent operating results; the second group refers to the
wine, the operating revenue of Chinese wine industry shows a
numerous small-scale wine firms such as the small- and medium-sized
significant development tendency. In 2011, the operating revenue of
enterprises in Yantai city, Shandong province, China, with their
China’s wine industry increased by 21.1% year-on-year to RMB38.46
products focusing on low-end wines; the third group comprises some
billion, and during 2006-2011 with a CAGR of 24.3%.
independent small-sized vintage wine enterprises. It can be seen from
development trend that, Chinese grape wine industry will be dominated
Operating Revenue of Chinese Grape Wine Industry, 2006-2012
by several giants like Changyu, Greatwall and Dynasty and assisted by
other featured wine vintages such as Grace Vineyard and Dragon
Seal.
Seen from consumptive levels, the per-capita consumption of grape
wine was merely 1.06 liters in China in 2011. Along with accelerated
urbanization process, the improvement of disposable income of
residents as well as emergence of new-generation consumer groups,
there is vast room for the growth of per-capita consumption of grape
wine in China.
Copyright 2012ResearchInChina
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The report highlights the followings:
Production scale, import & export, consumption, market price,
operation and competition pattern of Chinese grape wine industry;
Policies on grape wine industry in China, policies on imports and
exports, and influence from upstream and downstream sectors;
Forecast of Chinese grape wine industry development, including
production scale, consumption trend and competition tendency of
China-made wine and imported wine, etc;
Production & operation, investments and M&A, wine business and
development prospects of Ten wine companies in China.
Copyright 2012ResearchInChina
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Phone: +86 10 82600828 ● Fax: +86 10 82601570 ● www.researchinchina.com ● report@researchinchina.com
Table of contents
1. Overview of Grape Wine Industry
1.1 Definition
1.2 Classification
2. Status Quo of Grape Wine Industry in China
2.1 Market Supply
2.1.1 Production
2.1.2 Import & Export
2.2 Consumption
2.3 Market Price
2.3.1 Ex-factory Price of Home-brewed Wine
2.3.2 Import Prices of Grape Wine
2.3.3 Terminal Prices of Grape Wine
2.4 Operation
2.4.1 Number of Enterprises
2.4.2 Revenue
2.4.3 Profit
2.5 Competitive Landscape
2.5.1 Characteristics of Competition among
Companies of Varied Scale
2.5.2 Upstream Resources of Leading Companies
2.5.3 Marketing Levels of Leading Companies
3. Development of China Grape Wine Industry
3.1 Industry Prediction
3.1.1 the Twelfth Five-Year Plan
3.1.2 Forecast of Output
3.2 Consumption Tendency
3.2.1 Still Room for the Rise in Per-capita
Consumption
3.2.2 Structural Change of Population Leads to
Greater Consumer Base
3.3 Prediction of Competition among Imported
Grape Wine
3.3.1 Imported Grape Wine Swifly Rushes in
Chinese Market
3.3.2 Comparision of Imported Grape Wine
Enterprises in Development Mode
3.3.3 Imported Grape Wine Mainly Impacts the
Low-end and High-end Markets
3.3.4 Home-made Grape Wine Still Holds the
Majority of Market Shares in Long Run
4. Leading Grape Wine Breweries
4.1 Changyu Pioneer Wine
4.1.1 Profile
4.1.2 Operation
4.1.3 Revenue Structure
4.1.4 Gross Margin
4.1.5 Customers
4.1.6 Wine Business
4.1.7 Prediction and Outlook
4.2 Gansu Mogao Industrial Development
4.2.1 Profile
4.2.2 Operation
4.2.3 Revenue Structure
4.2.4 Gross Margin
4.2.5 Wine Business
4.2.6 Prediction and Outlook
4.3 CITIC Guoan Wine
4.3.1 Profile
4.3.2 Operation
4.3.3 Revenue Structure
4.3.4 Gross Margin
4.3.5 Wine Business
4.3.6 Prediction and Outlook
4.4 Tonghua Grape Wine
4.4.1 Profile
4.4.2 Operation
4.4.3 Revenue Structure
4.4.4 Gross Margin
4.4.5 Customers
4.4.6 Wine Business
4.4.7 Prediction and Outlook
4.5 China Food
4.5.1 Profile
4.5.2 Operation
4.5.3 Revenue Structure
4.5.4 Gross Margin
4.5.5 Wine Business
4.5.6 Prediction and Outlook
4.6 Dynasty Fine Wines Group
4.7 China Tontine Wines Group
4.8 Gansu Huangtai Wine Marketing Industry
4.9 Yantai Weilong Grape Wine
4.10 Yunnan Red
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Grape Wine Varieties and Characteristics
China’s Output of Grape Wine, 2001-2012
Grape Wine Output Structure by Region in China, 2011
China’s Import Volume of Grape Wine, 2008-2012
China’s Import Value of Grape Wine, 2008-2012
China’s Export Volume of Grape Wine, 2008-2012
China’s Export Value of Grape Wine, 2008-2012
Apparent Consumption of Grape Wine in China, 2008-2011
Ex-factory Price of Home-brewed Grape Wine in China, 1999-2010
Ex-factory Price of Grape Wine by Country or Region Worldwide, 2010
Retail Price of Grape Wine by Country or Region Worldwide, 2010
Average Price of Grape Wine in China, 2008-2012
China’s Import Volume of Bottled and Bulk Grape Wine, 2009-2012
China’s Import Price of Bottled and Bulk Grape Wine, 2009-2012
Terminal Price and Market Size of Grape Wine Industry
Terminal Price of Home-brewed Grape Wine, 2001-2011
Terminal Price and Growth Rate of GrapeWine in China, 1997-2010
Number of Companies in Chinese Grape Wine Indusry, 2006-2012
Operating Revenue of Chinese Grape Wine Industry, 2006-2012
Total Profit of Chinese Grape Wine Industry, 2006-2012
Gross Margin of Chinese Grape Wine Industry, 2006-2012
Grape Wine Companies of Different Sorts and Their Characteristics in China
Geographical Conditions for Wine Grape
Distribution of Wine Grape Production Areas in China
Top 10 Grape Wine Producing Regions in China
Distribution of Resources of Leading Grape Wine Companies in China
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Establishment Date and Corporate Ownership of Leading Grape Wine Companies in China
Comprehensive Comparison of Three Leading Chinese Grape Wine Companies
Wine Output in China, 2010-2015
Per-capita Consumption of Grape Wine by Country or Region Worldwide, 2010
Per-capita Consumption of Grape Wine in China, 2000-2011
Per-capital Consumption and Value of Grape Wine in China, 2010
Population Births in China,1952-1995
Per-capita Consumption of Grape Wine in the United States, 1966-2000
Impact Waves and Time of China’s Imported Grape Wines from All Markets
Prices of Imported Grape Wines and Channel Profit Statement
Development Mode and Prospects of Grape Wine Importing Companies
Distribution of Leading Grape Wine Companies at All Levels
Revenue and Net Income of Changyu Pioneer Wine, 2008-2012
Revenue of Changyu Pioneer Wine by Product, 2008-2012
Revenue of Changyu Pioneer Wine by Region, 2008-2012
Gross Margin of Changyu Pioneer Wine by Product, 2008-2011
Changyu’s Revenue from Top 5 Clients and % of Total Revenue, 2008-2012
Namelist and Revenue Contribution of Changyu’s Top 5 Clients, 2011
Product Mix and Strategic Positioning of Changyu Pioneer Wine
Revenue and Net Income of Changyu Pioneer Wine, 2011-2014
Revenue and Net Income of Gansu Mogao Industrial Development, 2008-2012
Revenue of Gansu Mogao Industrial Development by Product, 2008-2012
Gross Margin of Gansu Mogao Industrial Development by Product, 2008-2011
Major Wine Products and Sales Proportion of Gansu Mogao Industrial Development, 2011
Revenue Breakdown of Gansu Mogao Industrial Development by Region, 2011
Wine Business Revenue (by Sales Channel) of Gansu Mogao Industrial Development in Lanzhou Market, 2011
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Revenue and Net Income of Gansu Mogao Industrial Development, 2011-2014
Revenue and Net Income of Gansu Mogao Industrial Development, 2008-2012
Revenue of CITIC Guoan Wine by Product, 2009-2012
Gross Margin of CITIC Guoan Wine by Product, 2009-2012
Revenue and Net Income of CITIC Guoan Wine, 2011-2014
Revenue and Net Income of Tonghua Grape Wine, 2008-2012
Revenue of Tonghua Grape Wine by Region, 2008-2012
Gross Margin of Tonghua Grape Wine by Product, 2008-2011
Tonghua Grape Wine’s Revenue from Top 5 Clients and % of Total Revenue, 2008-2011
Namelist and Revenue Contribution of Tonghua Grape Wine’s Top 5 Clients, 2011
Revenue and Net Income of Tonghua Grape Wine, 2011-2014
Revenue and Profits of China Food, 2008-2012
Revenue of China Food by Product, 2008-2012
Gross Margin of China Food, 2008-2011
Revenue and Net Income of China Food, 2011-2014
Revenue and Net Income of Dynasty Fine Wines Group, 2008-2012
Gross Margin of Dynasty Fine Wines Group, 2008-2011
Self-supporting Stores and Franchised Outlets of Dynasty Fine Wines Group by Region, 2012
Revenue and Net Income of Dynasty Fine Wines Group, 2011-2014
Revenue and Net Income of China Tontine Wines Group, 2008-2012
Revenue of China Tontine Wines Group by Product, 2008-2012
Revenue of China Tontine Wines Group by Region, 2008-2012
Gross Margin of China Tontine Wines Group, 2008-2011
Revenue and Net Income of China Tontine Wines Group, 2011-2014
Revenue and Net Income of Gansu Huangtai Wine Marketing Industry, 2008-2012
Revenue of Gansu Huangtai Wine Marketing Industry by Product, 2008-2012
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Phone: +86 10 82600828 ● Fax: +86 10 82601570 ● www.researchinchina.com ● report@researchinchina.com
Selected Charts
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Revenue of Gansu Huangtai Wine Marketing Industry by Region, 2008-2012
Gross Margin of Gansu Huangtai Wine Marketing Industry by Product, 2008-2011
Revenue and Net Income of Gansu Huangtai Wine Marketing Industry, 2011-2014
Revenue and Total Profit of Yantai Weilong Grape Wine, 2007-2009
Gross Margin of Yantai Weilong Grape Wine, 2007-2009
Total Assets and Total Liabilities of Yantai Weilong Grape Wine, 2007-2009
Grape Wine Revenue and Total Profits of Yunnan Red, 2007-2009
Gross Margin of Yunnan Red, 2007-2009
Total Assets and Total Liabilities of Yunnan Red, 2007-2009
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