Core Viewpoint - The return of Jacob's Creek to the Chinese market marks a significant turning point for the brand amidst a structural adjustment period in the domestic wine market, with ASC becoming the exclusive importer and distributor starting January 1, 2026 [1][3]. Group 1: Market Context - Jacob's Creek experienced a rollercoaster journey in the Chinese market, peaking in 2014 and facing declining performance after being sold by Pernod Ricard in 2024 [1][4]. - The brand's return is set against a backdrop of rising boutique wineries and a chaotic pricing landscape in the domestic market [1][4]. - The Australian wine market in China is showing signs of recovery, with a 36.81% year-on-year increase in bottled wine imports from Australia in the first nine months of 2025, totaling 27.67 million liters [5][6]. Group 2: Strategic Partnership - ASC has signed a strategic cooperation agreement with Vinarchy, marking a new chapter for Jacob's Creek in China, leveraging ASC's consumer insights and nationwide network [3][4]. - The partnership aims to introduce a product series specifically designed for the Chinese market, covering various consumption scenarios and price ranges [3][4]. Group 3: Product Positioning - Jacob's Creek is focusing on two main price segments: 158 RMB and 73 RMB per bottle, catering to both casual drinking and social gatherings [12]. - The brand aims to transition from a fast-moving consumer goods model to a more professional boutique wine image, moving away from its previous reliance on Pernod Ricard's distribution channels [3][12]. Group 4: Competitive Landscape - The domestic wine market is characterized by a "two ends growth, middle pressure" pattern, with high-end and low-end segments growing while mid-range wines face challenges [12][14]. - Jacob's Creek faces competition from rising domestic brands and established international players, with a need to rebuild its image in a market that has evolved significantly since its last presence [13][14][15]. Group 5: Challenges Ahead - Despite favorable market conditions, Jacob's Creek must navigate intense competition and the challenge of re-establishing its brand presence among consumers [13][14]. - The brand's long-standing reputation as a "high cost-performance" option may be tested by rising raw material and logistics costs, impacting its pricing strategy [15].
离场与重返 杰卡斯借力ASC“再战”国内市场愿与忧
Bei Jing Shang Bao·2025-12-30 13:55