Ningbo Port Wine Import Volume Prices Rise in 2011

According to Ningbo Customs statistics, from January to December 2011, Ningbo Port imported 11.92 million liters of wine, an increase of 80.9% over the same period of the previous year, valued at 58.15 million US dollars, an increase of 1.6 times, and the average import price was US$4.9 per litre. Rose 40.9%. The main features are as follows:

First, imports increased significantly in December, and the average import price fell slightly. In the month of December, Ningbo Port imported 1.87 million liters of wine, an increase of 83.8% year-on-year, an increase of 82.1% from the previous month, and a significant increase in imports in the recent two months of the Spring Festival. The average import price was US$5.5 per litre, up 48.6% year-on-year, and down 6.8% from the previous quarter (below).

Second, the import of logistics goods in the special customs supervision area is the main method, and the import and export of goods in and out of the logistics center will increase exponentially. In 2012, the Ningbo port imported 7.626 million liters of wine by way of customs cargo, an increase of 64.6%, which accounted for 64% of the total volume of wine imports at the Ningbo Port in the same period. In the same period, it imported 3.27 million liters of ordinary trade, an increase of 74.5%. 27.5% of total imports; import and export of 1.006 million liters of goods by logistics centers, an increase of 13 times, accounting for 8.4% of total imports

3. Three-quarters of the total imports of ultra-imports from the European Union have increased significantly from New Zealand wine countries such as Australia and Chile. In 2012, the Ningbo port imported 8.935 million liters of wine from the European Union, an increase of 61.9%, accounting for 75% of the total wine imports at the Ningbo Port over the same period. The number of imports from “New World Wine” countries increased rapidly, with 12.23 million liters imported from Australia, an increase of 2.3 times; and 771,000 liters imported from Chile, an increase of 2.7 times.

Fourthly, the import volume of private enterprises surged and occupied half of the import market. In 2012, Ningbo port private enterprises imported 6.678 million liters of wine, an increase of 1.7 times, accounting for 56% of the total wine imports at the Ningbo Port in the same period. In the same period, foreign-invested enterprises imported 3.059 million liters of wine, an increase of 36.7%; state-owned enterprises imported 2.139 million liters. , increased by 17.3%.

Recently, the most noteworthy of the wine market is that the price of red wine represented by Lafite has fallen sharply before and after the Mid-Autumn Festival, which has fallen by more than 30%. Analyze the reasons, mainly in the following three aspects:

First, a lot of hype, the market bubble continues to blow up. Lafite is actually the operation of a luxury brand. Under the spending habits of the people, it has become a symbol of status. It can be said that the strong purchasing power of Chinese consumers is the driving force behind Lafite’s rising prices all the way in the past eight years. It is understood that more than 50% of the members added to the London wine futures market in 2010 came from China, and since 2009, more than 90% of Lafite’s auction scenes are Chinese faces, and it is the funds from China that are constantly pushing up. Rafi's price. According to data from the London International Wine Exchange, a box of 12 bottles of Rafi, produced in 1982, was used as an example. In 1999, it was trading at 2,613 pounds. It had once soared to 49,000 pounds in the box earlier this year. Prices have more than 18 times more. In the country, the maximum price of Da Lafei was once raised to a bottle of 300,000 yuan [1].

Second, counterfeit goods, consumer confidence lost. The skyrocketing prices have allowed some unscrupulous traders to see business opportunities. Since 2010, there have been more and more fake Lafis in the market. In the past few months, a Rafi bottle of 2,000 yuan, a false charter to the high seas, and a fake Lafite have had nine false holidays. The news of fake Rafi is endless. It not only makes consumers start to doubt the market, but also High-end wines like Lafite lost their confidence. Not only ordinary consumers, but also professional wine dealers have frequently encountered counterfeit wines recently [2].

Third, the European debt crisis, buyers realized squeezed the bubble. The impact of the international economic environment has also begun to appear in the wine market. In particular, the persistence of the debt crisis in Europe has led many collectors to put their wine into the market to cash out in order to survive the crisis. The continuous realization of the European collectors has also become the last straw to overwhelm Rafi’s surge. According to industry sources: Some collectors have already taken profits and they have already obtained a lot of profits. They think it is a good time now. They are throwing goods and making a lot of wine on the market. However, despite the fact that the highest rate has exceeded the 30% decline rate, there are still many experts who believe that there is still a bubble in the price of Lafite [3].

Despite the recent decline in the price of wine, the market generally expects that China's wine imports will continue to maintain rapid growth. The double pull of consumption and investment demand is the main reason for the rapid increase in wine imports:

First, the domestic wine consumption demand is becoming more and more prosperous. Consumption upgrades and demographic factors have determined that the wine market in China is entering a period of vigorous development. According to statistics from the World Wine and Spirits Research Institute (IWSR), in 2010, China’s wine market totaled 125 million boxes, up 34.4%, making it the world’s fastest growing low-sweetness stationary wine market. At the same time, the “2011 China Wine Market Report” released by the agency predicts that by 2016 China’s annual wine consumption will reach 250 million boxes. If the annual growth rate remains stable, China will become the world's largest wine market in the next 20 years [4]. The huge consumer potential and market development space has attracted the enthusiasm of global wine manufacturers. Imported wine has entered the domestic market in large numbers.

Second, imported wine investment is now "Chinese style madness." On November 8, the 7th Guangzhou International Wine Show INTERW INE was opened at the Pazhou Complex. More than 30 major wine producing countries around the world were organized into the pan. Many real estate developers and Wenzhou businessmen also moved from real estate to real estate investment in the wine industry. Grab the "cake" of the imported wine market. Supporting the influx of hot money is the considerable profit of investing in wine. According to the statistics of the 30-year investment project's report rate of the UK's Carlsberg, the wine's return on investment is as high as 37.69 times. Take 1982 France's Lafite wine as an example. Its wine price in 1980 was only 30 pounds, and now the domestic price is more than 50,000 yuan a bottle, equivalent to a value of 110 times appreciation [5]. Current capital, including real estate, pharmaceuticals, beverages, jewelry, etc., is constantly pouring into the wine market. Personal capital is also active in the area of ​​wine investment collection, with millions to hundreds of millions of dollars. There are at least hundreds of thousands of foreign wineries, making the entry threshold for the industry's wine import market not very high. Even if it is 10 million, it can win the general agent of some imported wine brands or provinces, which is also the birth of various capitals. An important reason for the madness to enter [6].

Suggestions for this: First, regulate the wine investment market, combat counterfeiting and inferiority, stop malicious speculation, protect the rights and interests of investors; second, further standardize the import wine market, and promote the transition from imported wine production to brand marketing; Third, strengthen the Characteristic brand positioning, guide domestic wine production enterprises to promote the improvement of raw materials and processes, improve the quality of domestic wine, promote brand upgrading, and enhance the core competitiveness of local wine brands.