在欧美等葡萄酒消费成熟的国家，商超、饭店、葡萄酒或酒类专营店等三个渠道各占葡萄酒销售的三分之一左右，而我国目前葡萄酒或酒类专营店规模并不大，尤其是缺少全国性连锁品牌，这将是未来的一个不错的投资机会。

In Europe and the United States and other wine consumption mature countries,Quotient super/hotel/Wine or liquor store three channels such as the wine sales accounted for about a third of,China's current wine or liquor store scale is not big,Especially the lack of national chain brand,This will be the future of a good investment opportunities.

　　拉斐泡沫的破灭，给了其他葡萄酒重新分配中国市场的机会。

Rafer bust,To the other wine to redistribute the Chinese market opportunity.

　　目前我国进口葡萄酒市场正在经历一轮新的调整：一方面，拉斐价格泡沫破灭连累了法国以及欧洲等名庄酒，出现价量齐跌的局面，而中低档酒开始走俏市场；另一方面，在以拉斐为代表的老牌欧洲进口葡萄酒受挫的同时，其他产区的葡萄酒开始抢占中国市场。

At present our country imported wine market is going through a new round of adjustment:On the one hand,Rafer price bubble troubler of France and Europe and other grand cru classe wine,In the situation of price and volume drawn down,And cheap wine began to popular market;On the other hand,In order to rafer as a representative of the old European imported wine frustrated at the same time,Other region of the wine began to take the Chinese market.

　　中低档酒走俏

Low-standard wine popular

　　在以拉斐为代表的名庄酒“退烧”的同时，我国进口葡萄酒的产品结构正在优化。

In order to rafer as a representative of grand cru classe wine"fever"At the same time,Our country is imported wine product structure is optimized.

　　葡萄酒进口商及零售商厦门优传集团董事长宁晓晖告诉记者，之前我国进口葡萄酒的产品结构呈现两极化趋势，一部分是受到极力追捧的拉斐等高端名庄酒，一部分是很低端的进口葡萄酒，这背后反映的是消费者对进口葡萄酒认知不足。但现在随着法国、欧盟等地葡萄酒价格的透明化，以及消费者日趋理性，中档价位、品质有保证的进口葡萄酒受到市场认可。

Wine importers and retailers xiamen optimal preach group director changning XiaoHui told reporters,Imported wine in China before the product structure of present polarization trend,Part of it is trying to chase after hold in both hands by the rafer and other high-end grand cru classe wine,Part of it is very low imported wine,Behind this reflects the consumer of imported wine cognitive deficiency.But now with the French/The European Union, wine price transparency,And consumer is rational,Middle-grade price/Quality guaranteed by the imported wine market recognition.

　　作为面向市场的酒类连锁终端，广州俊涛名烟名酒连锁董事长张健伟表示，目前卖得最好的进口葡萄酒是价位在100元～300元之间的中档酒，而高端酒几乎卖不动。“2012年各门店进口葡萄酒的销售数量没有萎缩，但是营业额有下降，说明中低档价位酒的销售比重在加大。”

As the wine to the market chain terminal,Guangzhou handsome MingYan out famous chain ZhangJianWei said the chairman of the board,At present the best selling imported wine price is in 100 yuan to 300 yuan between the intermediate wine,And high-end wine almost sell did not move."In 2012, the imported wine store sales quantity not shrinking,But there is a decrease in the turnover,That price cheap wine sales increase in proportion."

　　进口葡萄酒品牌商也在根据中国市场的消费变化而优化产品结构。某世界十大葡萄酒和烈酒集团之一的中国公司华南地区负责人告诉记者，目前他们在中国市场上主推的是价格在200元左右的中档酒。“目前卖得最多的是零售价在70元～80元的低档酒，以及价格在100元～200元、200元～300元之间的中档酒。比如说欧盟、法国的餐酒，就是他们最低级别的日常餐酒销量在增长，而城堡酒、名庄酒的销量在下跌。”

The imported wine brands in China market according to the change of consumption and optimize the product structure.One the world's ten biggest wine and spirits group, one of the Chinese company in south China told reporters,They now in the Chinese market is the main price is in 200 yuan of the intermediate wine."Now sell most of the retail price is in 70 yuan to 80 yuan of cheap wine,And the price is in 100 yuan to 200 yuan/200 yuan to 300 yuan between the intermediate wine.Such as the European Union/French wine,Is their lowest levels of the daily sales growth in the wine,And the castle wine/Grand cru classe wine sales in the fall."

　　其实，这些中低档价位的进口葡萄酒质量并不差。上述某世界十大葡萄酒和烈酒集团之一的中国公司华南地区负责人表示，他们在中国成立了独资公司，自己进口葡萄酒，然后基本上以底价的方式卖给经销商，以抢占更多的市场份额。

In fact,The cheap price of imported wine quality is not bad.Some of the above the world's ten biggest wine and spirits group China, one of the company said the south China area,They set up wholly owned company in China,Their imported wine,Then basically the way to bottom price sell to dealers,To take more market share.

　　广州作品酒业有限公司负责人朱玉增也告诉记者，他们是直接从美国加州进口小瓶装葡萄酒，酒质有保证，但这些酒的市场零售价也集中在100元~300元之间。

Guangzhou works in wine co., LTD. ZhuYuZeng also told reporters,They are directly from the California wine imported miniature,Vinosity guaranteed,But the wine market retail price also concentrated in the 100 yuan to 300 yuan between.

　　其他产区酒抢位

Other region wine rob a

　　全球经济的减速让世界各产区酒都转战中国市场，而拉斐退烧事件也给了其他产区葡萄酒重新分配中国市场的机会。

The global economic slowdown let the world each wine region from the Chinese market,Rafer and fever event also gives other region wine to redistribute the Chinese market opportunity.

　　目前我国的葡萄酒进口中70%来自欧盟，其中尤以法国为主，而由于追捧拉斐，我国又是法国波尔多产区葡萄酒的最大买家。但是业内预测，未来几年内，我国进口葡萄酒将不断多元化，将不再限于波尔多产区的名庄酒，而是向法国其他产区及其他葡萄酒产国。

At present our country wine imports 70% from the European Union,Especially in France, give priority to,And because rafer chase after hold in both hands,Our country is the biggest French bordeaux wine buyers.But the forecast,The next few years,Our country is imported wine will continue to diversification,Will no longer limited to the bordeaux grand cru classe wine,But other region to France and other wine producing countries.

　　朱玉增判断，目前在法国以及欧盟等葡萄酒产区外，美国、澳大利亚、智利、西班牙、南非等产区的葡萄酒成为新的进口热点，除了一些新进入的进口商、经销商专做其他产区的葡萄酒外，一些之前做欧洲等产区酒的老牌经销商也开始做其他产区酒。

ZhuYuZeng judgment,At present, such as the European Union in France and the wine,The United States/Australia/Chile/Spain/South Africa region of wine has become a new hot spot imports,In addition to some new into the importer/Dealers in other region of the wine,Some do before Europe region wine old dealers also started to do other wine region.

　　同时其他产区葡萄酒商进入中国的愿望都非常强烈，并且给中国进口商提供很多支持。朱玉增说，近年来美国葡萄酒加大了对中国市场的推广力度，2011年美国驻广州总领事馆农贸处在华南的广州、深圳等地连续举办了系列的美国葡萄酒文化节活动，“这让进口商在推广美国葡萄酒的时候更加顺畅”。

At the same time other region vintner into China's desire is very strong,And to the Chinese importer provide a lot of support.ZhuYuZeng said,In recent years the United States wine stepped up the Chinese market to popularize strength,In 2011 the United States embassy in guangzhou consulate general farmers in south China guangzhou/Shenzhen continuous held a series of American wine culture festival activities,"It makes the importer in promoting American wine when more smooth".

　　2012年8月，中国酒业协会代表国产葡萄酒行业也向商务部递交申请，要求商务部对原产于欧盟的进口葡萄酒进行反倾销和反补贴调查，因为欧盟为葡萄酒产业提供了大量的补贴，而商务部已经受理此申请。这被业内人士认为不利于欧洲葡萄酒在中国的发展，但是对其他产区酒有好处。

In August 2012,China's wine industry association on behalf of the domestic wine industry and the ministry of commerce to submit your application,The ministry of commerce on the original request from eu import wine for anti-dumping and countervailing investigation,Because the European Union for wine industry provides a large amount of subsidies,And the ministry of commerce has been accepted this application.This is the personage inside course of study thinks against European wine in China's development,But for other region is good wine.

　　业内人士认为，2011年我国的葡萄酒消费已经成为全球第五，虽然目前增速有所放缓，但是市场空间依然巨大。这也给了其他产区机会，尤其是在他们对中国市场的强力猛攻下，可能由此形成新的进口葡萄酒市场格局。

The personage inside course of study thinks,In 2011 China's wine consumption has become the world's fifth,Although at present has slowed down,But the market space is still great.It also gives the opportunity to other region,Especially in the Chinese market for their strong onslaught,It could form a new pattern of imported wine market.

　　渠道品牌机会显现

Channel brand opportunities appear

　　在拉斐退烧后，随着进口葡萄酒产品多元化，建立进口葡萄酒终端连锁品牌的机会来了。

Rafer after the fever,As the imported wine product diversification,Establish the imported wine terminal chain brand the opportunity came.

　　宁晓晖告诉记者，目前中国酒类行业没有一个类似苏宁的全国连锁渠道品牌，有企业曾试图打造这样的连锁终端，但是至今没有成功者。究其原因，主要是中国市场以白酒消费为主，而优质白酒品牌远比渠道品牌强势，所以渠道无法与品牌平起平坐。“但是进口葡萄酒提供了一个打造渠道品牌的机会。因为目前进口葡萄酒这个行业中没有非常强势的产品品牌，目前除了拉斐、卡斯特(拉斐是顶级的代表，卡斯特是流通的代表)这两个品牌之外，基本找不到在中国有足够影响力的品牌；还有进口葡萄酒对国内渠道依赖度高，而且产区、品种繁多。”

NingXiaoHui told reporters,China's wine industry does not have a similar suning national chain channel brand,Enterprises have been trying to make this chain terminal,But so far without success.Investigate its reason,Mainly in China mainly liquor consumption,And the high quality liquor brand than channel brand strength,So channel can't and brand on an equal footing."But the imported wine provides a chance to make channel brand.Because at present the imported wine in the industry is not very strong product brand,At present in addition to rafer/Lancaster(Rafer is top class representative,Lancaster is representative of the circulation)The two brand outside,Basic can't find in China have enough influential brand;And the imported wine to domestic channel high dependency,And production/variety."

　　“我们要做的就是打造进口葡萄酒的渠道品牌，做进口葡萄酒行业的苏宁。”宁晓晖说，厦门优传集团自己进口葡萄酒，但是并没有像其他进口商那样做全国分销，而是自己开终端连锁店卖货。

"We have to do is make the imported wine channel brand,Do the imported wine industry suning."NingXiaoHui said,Xiamen optimal transfer their group imported wine,But it is not like other importers do national distribution,But his open terminal chain stores sell goods.

　　同时宁晓晖认为，之前酒类连锁终端做不起来的另一大主要原因是无法有效防假，而白酒等产品的作假门槛又很低。所以厦门优传集团的做法是将零售店开在保税区内，而保税区内则无法作假。“目前我们在全国30个保税区开了店，每个店的面积在1000～2000平方米左右，基本完成了全国布局。”

At the same time NingXiaoHui think,Alcohol before chain terminal do not up another major reason is not effective FangJia,And liquor products and false threshold is very low.So xiamen optimal preach group it is retail store open in the bonded area,The most frequently and free trade zone cannot be false."At present, we in the national 30 bonded area opened the shop,Each store in the area in 1000 ~ 2000 square metre,Completed the layout."

　　业内人士表示，在欧美等葡萄酒消费成熟的国家，商超、饭店、葡萄酒或酒类专营店等三个渠道各占葡萄酒销售的三分之一左右，而我国目前葡萄酒或酒类专营店规模并不大，尤其是缺少全国性连锁品牌，这将是未来的一个不错投资机会。

The personage inside course of study says,In Europe and the United States and other wine consumption mature countries,Quotient super/hotel/Wine or liquor store three channels such as the wine sales accounted for about a third of,China's current wine or liquor store scale is not big,Especially the lack of national chain brand,This will be the future of a good investment opportunities.