中国市场葡萄酒进口状况蓝皮书——红葡萄酒精华版｜WBO新年企划

Core Insights - The Chinese bottled wine import market has entered a deep adjustment period over the past five years, with total imports declining from 286 million liters in 2021 to 133 million liters in 2025, a cumulative drop of over 53% [1] - The red wine market, which dominates the sector, has undergone significant structural changes, reflecting complex dynamics in source regions, price segments, and driving logic [1][4] Import Volume Trends - The total import volume of bottled wine in China has been on a continuous decline for five years, forming an "L" shaped curve, primarily driven by the shrinkage of red wine imports [4] - In 2025, the import volume of red wine from Australia is projected to be approximately 34.3 million liters, showing a slight increase of 0.8% compared to 2024, while France's imports are expected to drop by 35.71% to about 29.98 million liters [5][6] Source Region Performance - Australia has regained market share, with its import volume share rising from less than 0.1% in 2023 to 41.95% in 2025, indicating a strong recovery in both quantity and value segments [16] - France's market share has decreased from 44.94% to 29.04% over five years, with a significant loss in the mid to low-end market, although it still maintains a strong position in the high-end segment [16][17] - Chile's market share has dropped from 20.57% to 8.57%, with red wine's share around 7%, indicating a notable decline in market influence [17] Price Trends - Despite the overall decline in import volume, the average import price of red wine in China has entered an upward trend, with the average price reaching approximately $9.69 per liter in 2025, reflecting a 21.79% increase year-on-year [12] - The average price of Australian red wine is projected to be $15.74 per liter in 2025, showcasing a clear market strategy focused on value recovery [14] Market Dynamics - The market is shifting from broad social and investment demand to more focused personal consumption and quality pursuit, with future competition emphasizing brand resilience, channel efficiency, and precise consumer targeting [17] - The structural adjustment in the market indicates a dynamic balance among source regions, with ongoing changes in competitive positioning and consumer preferences [17]