In recent years, affected by the slowdown of domestic economic growth, the consumption demand for domestic wine is still insufficient at this stage. At the same time, the current domestic wine market is in the stage of stock competition, the market competition is very fierce, and other wine products have also squeezed the market share of wine to a certain extent, which has also led to the continuous decline of domestic wine consumption.
In addition, the limitations of the consumption scenario are also a reason for the weakness of the wine consumption market. The domestic wine consumption scene is relatively simple, the consumption of social scenes such as business banquets is absolutely dominant, and the proportion of family consumption scenes is very low.
Overall, the wine market will see a decline in sales volume in 2023. According to data from Whale Staff, the sales volume of wine on the Jingdong platform in 2023 will be 11 million+, a year-on-year decrease of about 15%, and the sales volume will be nearly 3.4 billion, a year-on-year decrease of about 14%.
*The data comes from Whale Advisor - Industry Trend Analysis (obtained and counted from public sources, data is for reference only)
The scale of the wine market is large, and there are many brands entering the market, so the overall concentration of the market is not high, and the top 10 best-selling brands in the market account for about 58% of the market, including Changyu, Penfolds, Great Wall, Lafite, Layla, Canis FAMILIARIS and other brands.
However, despite this, there are still some brands with a high market share in the market, such as Changyu, Penfolds and Great Wall. In the annual sales, Changyu's sales volume was 1.5 million+, with a sales volume of nearly 410 million, accounting for about 12% of the market, Penfolds brand sales of about 520,000, sales of 380 million+, accounting for about 11%, and Great Wall brand's annual sales volume of 1.1 million+, sales of 320 million+, accounting for about 10%.
IN ADDITION, DESPITE THE DECLINE IN THE OVERALL SALES OF THE WINE MARKET, 50% OF THE TOP 10 BEST-SELLING BRANDS BUCKED THE TREND AND INCREASED SALES VOLUME, INCLUDING PENFOLDS, CANIS FAMILIARIS, RAMONTAGNE, XUANTANG AND LOUIS LAFITE. Among them, Ramontagny and Louis Lafite rose more rapidly, with Ramontagny's sales increasing by about 72% and Louis Lafite's sales increasing by about 52% year-on-year.
*The data comes from the analysis of Whale Advisor - Brand Ranking (obtained and counted from public channels, the data is for reference only)
With the rise of domestic brands due to factors such as nationality and cultural self-confidence, more and more consumers pay attention to and choose domestic wine, the domestic wine harvesting stock market continues to accelerate, and the trend of "domestic" replacing "import" is obvious. It can also be seen in the brand sales list that Changyu, which ranks first in hot sales, and Great Wall, which ranks third, are both domestic brands.
*The data comes from the analysis of Whale Advisor - Brand Ranking (obtained and counted from public channels, the data is for reference only)
Nowadays, the acceptance of wine in the Chinese market is not high, the developed regions are slightly better, and the overall acceptance and popularity rate of the sinking market are low. In the future, how to better drive the sales growth of the sinking market may be the key to driving the overall market growth of wine.
The data of Whale Staff comes from public channels, and the data acquisition and statistics may be incomplete, which is for reference only.
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