2008年，进口葡萄酒开始爆发，在经过了两三年的高速增长后，进口酒逐步进入了一个相对稳定的发展时期。然而从2012年下半年开始，受多方因素的影响，进口葡萄酒行业进入了盘整期和洗牌阶段。据笔者观察，这次市场洗牌的特征有以下几个突出表现： 

In 2008,,Imported wine started outbreak,After two or three years of rapid growth,Imported wine has gradually entered a relatively stable development period.However, since the second half of 2012,Influenced by many factors,Imported wine industry into the consolidation period and shuffle stage.According to the author to observe,Characteristics of this market reshuffle has the following several outstanding performance: 

　　新旧企业竞争加剧 

The old and new enterprise competition 

　　虽然葡萄酒行业进入了竞争激烈的时期，但仍然阻碍不了大批新进者的步伐。这些新进者中大都有国外留学或海外工作的背景，年龄在30岁左右；归国创业，有资本，有一定的人脉关系，并且至少掌握一门外语，了解国际市场的特点和最新发展状况，有广泛的信息来源，这些都是他们的竞争优势。

Although the wine industry has entered a period of intense competition,But they still can't hinder the pace of the large number of new.These new mostly study abroad or work overseas in the background,Age at about 30;Returning business,A capital,Have certain connections,And to master a foreign language at least,To understand the characteristics of the international market and the latest development,There is a wide range of information sources,These are their competitive advantage.

　　这样一来，在中国的市场容量还没有快速增长的情况下，这些新进者的进入必然会挤压原有的代理商的生存空间。那些没有核心竞争力的企业首先就会被淘汰掉，因为往往这些企业代理的产品没有知名的品牌，没有专业的营销队伍，没有广泛的人脉关系和牢固的传统渠道，各类综合因素使得这类企业在激烈的市场竞争下变得艰难起来，加上可运作的资本有限，生存的压力更大。如果到今年年底，整个行业的状况还没有大的改观，他们在葡萄酒行业继续发展的信心就会动摇，进而可能会转行，寻找别的出路。

In this way,In China the market capacity is not under the condition of rapid growth,These new entry will squeeze the original agent of living space.Those without the core competitiveness of enterprises will be eliminated in the first place,Because often these enterprises agent products not famous brand,There is no professional marketing team,No extensive connections and strong traditional channels,All kinds of comprehensive factors make this kind of enterprise under the fierce competition in the market becomes difficult,Combined with working capital is limited,The pressure of survival.If by the end of this year,The industry's status is not big change,They in the wine industry continue to develop the confidence will be moved,Which can be turned,Looking for other way.

　　产业链延长 

Industry chain extension 

　　原来简单代理进口葡萄酒的地方代理商，已经开始逐步延长了自己的产业链，一方面是向上延伸，开始亲自和国外酒商或者酒庄直接联系并进口，减少了中间环节，降低了采购成本；另一方面就是向下延伸，本来只是一个区域的代理，现在也开始寻找自己的下游代理商，增加市场网络点，扩大销量。这将会淘汰产业链短的代理商，因为产业链越短，企业生存的空间越小，越没有市场竞争力。

Original simple agency local agents of imported wine,Has begun to gradually extend its own industrial chain,On the one hand is up,Start to himself and foreign producers or wine directly contact and imports,Reduce the intermediate links,Reduce the purchasing cost;On the other hand is extending down,Originally just a regional agent,Now also began to seek their own downstream agents,Increase the market network,To expand sales.This will eliminate short industrial chain of the agent,Because of the shorter the industry chain,Enterprise survival of the smaller space,The more don't have market competitiveness.

　　产品多元化 

Product diversification 

　　由于消费者的认知水平逐年提升，消费者选酒已经不再仅仅停留在法国酒上。因此行业洗牌还表现在产品结构方面的调整。从进口的对象国家来看，酒商们采购的目光逐渐由法国转向澳大利亚、智利、新西兰、意大利、西班牙、南非、美国、阿根廷，甚至摩尔多瓦、罗马尼亚等国家；从葡萄酒类别来说，从单一的干红向干白、甜白、起泡酒等产品类别蔓延；从葡萄品种上看，也从赤霞珠向西拉、黑品诺、美乐、金粉黛、马尔贝克等品种延伸。

Due to consumers' cognitive level improve year by year,Consumers choose wine is no longer just to stay in the French wine.So the industry reshuffle but also in terms of product structure adjustment.From the perspective of the object country of import,Winemakers are purchasing eyes gradually from France to Australia/Chile/New Zealand/Italy/The Spanish/In South Africa/The United States/Argentina,Even moldova/Romania and other countries;From wine category,From a single red to dry/Sweet white/Sparkling wine, such as product category;Look from the grapes,Also from cabernet sauvignon to Silas/Black product's/merlot/The fair/Omar baker variety extension.

　　将来的中国葡萄酒市场将是产品多元化、百花齐放的市场。法国酒的市场份额会逐渐降低，其他国家的市场份额将会上升；红葡萄酒的市场比例会下降，白葡萄酒、起泡酒的市场比例会上升。

The Chinese wine market will be product diversification in the future/Flowers in the market.French wine market share will gradually reduced,Other countries of the market share will rise;Red wine will decline in the proportion of the market,White wine/Sparkling wine market proportion will rise.

　　品牌集中化 

Brand centralization 

　　尽管市场上的葡萄酒产品越来越多样化，但是品牌的集中化并不突出。比如说法国葡萄酒占中国总进口量的一半左右，但是主要品牌CASTEL才占法国出口量的1/5左右，大多数进口的产品根本就谈不上品牌影响力，更不用说法国之外的占进口量一半的世界各地的葡萄酒。但随着大的运营商的崛起，他们对品牌推广的力度进一步加大，有品牌的葡萄酒的销量将会占据越来越大的份额。

Although the wine products on the market more and more diversified,But the centralization of the brand is not prominent.For instance French wine accounted for about half of China's total imports,But the main brand CASTEL only accounts for about 1/5 of the French exports,Most of the imported product is not brand influence,Let alone outside of France accounted for half of imports wines from all over the world.But with the rise of big operators,Further intensify their efforts for the brand promotion,A brand of wine sales will occupy the share of more and more.