Due to the impact of the government's anti-corruption policy, since 2012, mainly by the political and catering hospitality and gift driven high-end wine sales have been a heavy blow. Recently, however, with cognac and wine category sales began to pick up, high-end wine business in China the hard days seemed to be over.
According to the French national cognac Wine Industry Management Bureau BNIC, French brandy imports in the first three quarters of 2015 rise by 42%. Thanks in this, with MOET Hennessy LVMH and Remy Cointreau (r e my Cointreau SA) are in the Chinese market get the good results.
Research shows that the young Chinese middle class in this wave of high-end liquor revival tide has played an important role. In addition to high-end wine, bags, jewelry, watches and other luxury goods in recent years in China showing a healthy growth.
Enterprises have realized that the Chinese market is changing, and therefore has developed a series of targeted marketing solutions. Due to the volatility of the anti-corruption rectification policy discipline and the stock market, once in the banquet generously for thousands of yuan a bottle of wine to pay civil servants and businessmen is no longer target consumers. But more and more popular in the pursuit of fashion and quality of young consumers began to become the main force of luxury consumption, so that the relevant companies are still optimistic about the Chinese market and confidence.
However, most of the young middle-class consumers than public consumption big spenders, they are more likely to purchase price PFP products. Nonetheless, considering the growing number of people in this group, the future market potential is considerable.
According to the EU SME center statistics, compared to 1580000000 liters in 2014, China's wine consumption this year or will grow more than one percent. Swiss credit (Suisse Credit) statistics, 20 to 30 year old young people currently account for 15% of consumption, to 2020 this proportion will reach 35%.
Accordingly, alcohol companies have introduced more such products, to meet the needs of young drinkers. French wine maker Pernod Ricard SA) launched last year, Martell noblige (Martell Noblige), the price per bottle (700 ml) of about 500 yuan, than other Martell series of Cognac XO cheap many.
In addition, still Tmall [] micro-blog Pernod opened the electricity supplier flagship store, trying to use the young people are familiar with the market channel. Te A Jill (Diageo), Remy Martin Cointreau such as wine also has the test of electronic commerce.
Traders are eager to know when these emerging consumers will be able to make up for the lost market. Now it seems that the day seems to be very close. In the first half of this year, once three years did not get organic growth of Diageo group in the Chinese market gains a 26% of net sales growth. Cognac sales has become a LVMH third quarter earnings surprise -- MOET & CHANDON market highlights China Cognac year-on-year growth of 12%. Remy Martin and Cointreau third quarter sales showed a growth trend, "cheap wine of cautious optimism".
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