- Chief Business Intelligence
- Chief Business Intelligence
Introduction: Japanese sake, which has been exported to China with a total amount of more than 14 billion yen, is still harvesting in China?
In recent years, the trend of global trade has been increasing day by day, and the development of the domestic sake industry has been affected to varying degrees, according to the data of the Japanese sake industry, the total amount of Japanese sake exported from Japan to China in 2022 exceeded 14 billion yen!
This data has made many people in the industry discover that the influence of Japanese sake in the mainland wine market is constantly increasing!
Many people may also be resistant to Japanese sake due to the historical episode, and Japanese sake is regarded as the national drink of Japan, but in fact, as far as the history of Japanese sake production is concerned, it is based on the production and brewing process of Chinese rice wine that it is made into today's clear and transparent Japanese sake, which has a refreshing taste.
But who would have thought that Japanese sake would dare to be sold at a high price in the mainland's liquor consumer market, and the main way to sell Japanese sake is through offline Japanese restaurants and e-commerce platforms, and Japanese restaurants, as a place frequented by the domestic middle class, have directly increased the sales of sake several times!
In addition to Japanese sake, the mainland is also a big wine importer, and the share of foreign wine in the mainland wine consumption market has always been very high, and the mainland's local wine is also developing, but due to the increase in the price of foreign wine brands, there are also many black-hearted merchants who take advantage of this to sell low-cost wine at high prices!
Not to mention whether foreign wine is really harvesting domestic consumers, but the fact is that the proportion of foreign wine industry in the mainland wine industry consumption market is also increasing, with the increasing import and export of economy and trade, the mainland wine industry is facing a lot of impact, and the number of local wine brands in the mainland is small, and the mainland wine industry is facing the threat of foreign wine industry encroaching on market share!
Japanese sake harvesting middle class?
At its peak, the export volume exceeded 47.4 billion yen, seizing the Chinese market!
With the signing of the world's largest free trade agreement, the mainland, as a major member state, is committed to developing a free trade zone of economic globalization, and Japanese sake is taking advantage of the situation to seize the Chinese market! In 2022, the total export value will reach 47.4 billion yen, and the amount of exports to China will account for 30%, reaching 14.1 billion yen!
Source: Japan National Tax Agency
CCTV News has broadcast that in 2020, Japanese sake exports to China even surpassed the United States, according to Japan's data on sake exports, it is pointed out that Japan's exports in 2022 will increase by more than 37% year-on-year, and in China's liquor consumption market, Japanese sake brands are even more diverse, and Japanese sake is constantly "invading" the Chinese liquor consumption market!
Source: Asia Today
Take the recently popular Japanese sake brand "Dasai" as an example, its sales in the mainland continue to rise, this name from the ancient Chinese document "Rites and Moons", but now as a Japanese sake brand in China is hot, it is really embarrassing! But it can also be seen that Japanese sake has put a lot of effort into brand assignment and image building.
Moreover, Japanese sake was originally derived from the production process of Chinese rice wine, but now the purchase price displayed on the e-commerce platform far exceeds that of Chinese rice wine, especially after the Japanese nuclear sewage discharge incident in Japan!
In fact, in the document released by the National Tax Agency, there is a means of "appreciation" of Japanese sake. Japan has expanded the popularity of sake through promotional activities, and Japan has strongly supported and subsidized the creation of value and differentiation of Japanese sake, including enhancing the value of the brand, that is, giving the cultural value of sake to the brand of sake, so as to create a unique Japanese sake brand.
Source: Japan National Tax Agency
One of the measures is to use Japanese sake to apply for the world's intangible cultural heritage, which not only adds the value label of "intangible cultural heritage" to Japanese sake again, but also links Japanese sake with the Japanese country, and directly internationalizes the brand.
Source: China Daily
But after last year's Japanese "Sao Operation" discharge incident, mainland consumers should also re-evaluate the value of Japanese sake, if the quality of production can not be guaranteed, then even if there is a brand value, buying Japanese sake at a high price is just an "IQ tax", but many netizens have said: "Boycott the purchase of imported Japanese sake!"
Nearly $1.1 billion in wine imports
Foreign liquor is impacting China's liquor consumption market
Although the mainland's imports of foreign wine have decreased in recent years, according to the Flush financial article, the Guangdong Liquor Industry Association pointed out that the import amount of mainland wine in 2023 will exceed 1.1 billion US dollars!
Source: Guangdong Liquor Industry Association
It can be seen that the mainland still has a great demand for foreign wine imports, and with the recent termination of the "double anti" policy on Australian wine imports, this means that the Australian wine industry will return to the mainland wine consumption market, and the development of the mainland wine industry is bound to be impacted!
Moreover, over the years, with the production of more and more wine, the price should be lower and lower, but according to the news, the cost of many high-priced imported wines has been revealed to be only a few dollars! Black-hearted merchants use imported wine to harvest middle-grade leeks, and some netizens ridiculed: "Poor rich man!"
In addition to wine, South Korea's soju has successfully surpassed Japanese sake in the e-commerce platform to become the first on the hot list by virtue of its spicy taste and low price.
At present, the mainland's liquor consumer market is mixed, in addition to the domestic local liquor industry between the dragon and tiger, the impact of the foreign liquor industry is more than stormy, and the global import and export trade has been the general trend, the future of the mainland's liquor industry will face a greater impact, the development and growth of the mainland's local liquor industry is urgent!
Shaoxing rice wine exports 20 million US dollars
Kweichow Moutai's exports exceed 4.2 billion yuan! The domestic liquor industry continues to rise!
In recent years, with the increase of import and export trade in the mainland, the mainland wine industry is also rising.
As a traditional liquor in the mainland, rice wine is a unique wine in China brewed by relying on China's traditional brewing technology and climatic characteristics, among which rice wine in Shaoxing area has been exported for 25.362 million US dollars in 2018 with the help of the promotion of import and export trade in the mainland!
Rice wine was originally concentrated in the unique liquor industry in Jiangsu and Zhejiang on the mainland, and with the exchange and trade of the international liquor industry, it has also attracted imports from many countries in the world. It was revealed in the China Trade News that according to the data of the Japanese Ministry of Finance, the import value of Japanese rice wine in 2022 will also reach 1.56 billion yen!
What's more, the original manufacture of sake is derived from the production process of Chinese rice wine, but the lack of brand building and industrial standardization has led to low visibility, and the cultural value and brand value of rice wine are in conflict with the modern consumption concept, and the industrial value of rice wine has yet to be explored!
According to the information on the official account of Kweichow Moutai, the export sales in 2022 will reach 4.24 billion yuan! And the overseas income in 2023 in the annual report will also exceed 4.3 billion yuan! According to the flush data, Kweichow Moutai has been profitable year after year, and the net profit in 2023 will reach 74.73 billion yuan!
Source: Corporate financial reports
Compared with the operation of rice wine that has not yet awakened, Kweichow Moutai has launched an international Chinese brand, representing the glory of the mainland liquor industry in the global market!
In addition, other brands in mainland China, such as Wuliangye, Jiannanchun and Yanghe's Tianzhilan, etc., Chinese liquor brands are also constantly enhancing their value and going global!
Grasp the trend of globalization
Innovate to build a Chinese brand liquor industry to go international
At present, the globalization trend of economic integration is affecting the development of the mainland liquor market, and more and more imported liquor will enter the mainland market in the future.
In recent years, the mainland wine industry has been rising, its own wine culture has a long history, compared with other countries' brands should have the traditional value of China, but there is no fixed brand with Chinese characteristics, compared with foreign wine industry, I hope that the mainland wine industry should pay attention to the transformation of product cultural value, diversified marketing, and constantly improve the image of mainland wine culture, to create a Chinese brand!
At the same time, the mainland liquor industry conforms to the pace of development of the times and promotes the Chinese liquor industry and Chinese liquor culture to the world!
At present, the mainland is vigorously promoting global economic and trade exchanges, and the local wine industry in the mainland should take this opportunity to carry forward China's excellent traditional wine culture, shape the mainland's high-quality wine products, shape the brand value-added, and take advantage of the mainland's policy support to directly enter the international wine market!
Write to the end
In recent years, the sales of Japanese sake in the Chinese consumer market have become larger and larger, and although the total import volume has decreased slightly, the brand of Japanese sake has entered the Chinese liquor market, and even tried to appreciate again through the application of intangible cultural heritage to the World Heritage Site! This behavior should also make the mainland liquor industry wake up!
Sake originated from Chinese rice wine, but now its value and sales far exceed that of rice wine!
Only by ensuring the quality at the same time, creating the brand trend of the product, and carrying forward and highlighting the long tradition of the mainland wine industry, can the influence and popularity of the product be expanded, so as to promote the sales of the product and the cultural appreciation of the brand!
At present, the trend of globalization promotes economic cooperation between more and more countries, and the mainland's liquor market will also face the impact of foreign products, but the mainland liquor industry should innovate and develop, and continue to go to the world with the support of mainland policies!
Just like Kweichow Moutai, it goes to sea with liquor, faces the world, and lets the world see the excellent and long-standing culture and development of our Chinese liquor industry!
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