盘点2007年度中国葡萄酒市场

Review of China wine industry in 2007

2007年度中国葡萄酒行业在一个看似温和的气氛中平稳过渡,但是如果从2007年度出现的主流事件来看,市场并没有看上去那样平静。继2006年中国葡萄酒行业规模以上企业销售收入突破129亿元大关之后,2007年度达到150亿元应该没有太大的悬念。岁末年初,又到了盘点行业"是非曲折"的时候。本文正是在此背景下回顾2007年度的中国葡萄酒市场,分析2007带给我们的新思考,并试图预测行业下一步的发展趋势,与大家共享。

China wine industry had a seemingly peaceful year in 2007.But some significant changes have actually started.At the beginning of 2008,we review the performance of China wine industry last year and predict the trend through prudent thinking. Changyu and Great Wall conducted impressive brand promotion in the last year.That indicates the tendency of China wine industry,which is the comprehensive exploitation of chateaus. In 2007,promotion of regional wine products became very active.But China has ten wine production areas.So it is unlikely to unitize numerous enterprises with simple methods, such as wine fair.Actually,we require more effective promo- tion models with foresight. Furthermore,the franchised store has become one of the important channels for multinationals and domestic main brands, which is predicted to be more popular in 2008.Multinationals understand well they must have independent brands to achieve long-term development in Chinese market.Thus,company take-over will probably become a model soon. All in all,China wine industry is stepping into a new era.New introduced promotion models,temporary coex- istence with foreign competitors and the enterprises' reac- tion to market prediction has indicated these oncoming changes in 2008.