专访迦南酒业CEO李韧：精品酒庄 进退间的智慧

Core Viewpoint - The Chinese wine market is undergoing a structural adjustment, with a decrease in consumption volume but an increase in value, presenting new opportunities for premium wine producers like Canaan Winery [1][7]. Market Trends - The total volume of wine imports in China decreased in the first half of 2025, while the total import value increased, indicating a "volume down, value up" trend [7]. - Domestic wine consumption is facing significant challenges, with a reported 19.3% decrease in consumption volume and a 17% decrease in production in 2024 [7]. Industry Dynamics - The premium wine segment, which constitutes a small portion of the overall market (approximately 5% or less), is still in a growth phase despite the overall market challenges [11][12]. - There is a collaborative atmosphere among premium wine brands, focusing on expanding the market rather than competing for market share [8][12]. Consumer Behavior - The market is characterized by fragmented consumer demands, leading to a diverse array of wine brands emerging in regions like Huailai and Xinjiang [11]. - The shift towards user and experience-oriented marketing is becoming essential as consumer preferences diversify [9][10]. Brand Strategy - Canaan Winery is focusing on creating unique consumer experiences through vineyard tours and tastings, transforming the winery into an experience center rather than just a production site [10]. - The winery aims to establish a distinctive sales network that caters to the varied preferences of consumers, emphasizing the importance of precise customer targeting and marketing [9][15]. Future Outlook - Canaan Winery is positioned to leverage its unique climate and geographical advantages to enhance its brand presence and consumer engagement [10][17]. - The winery plans to diversify its product offerings across different price ranges to cater to various consumer scenarios, thereby mitigating risks associated with market fluctuations [17].