打破传统西式葡萄酒文化的束缚，建立中国本土的葡萄酒文化，以更高标准打造本土高性价比产品，是国产葡萄酒必经的转型升级之路，未来逆袭的关 键。" 文 / 巴九灵 沿着宁夏西北部的贺兰山东麓的狭长地带，超200多公里，戈壁荒滩、缺水少人。 如今，这里是中国最大的酿酒葡萄集中连片产区，超60万亩，占全国近40%，年产酒1.4亿瓶，综合产值达400亿元。 宁夏贺兰山东麓葡萄酒产业现状分布图 图源：小巴拍摄 一提起宁夏特产，容易让人想到占全国产量四分之一的枸杞、声名远扬的滩羊，被忽略的是葡萄酒。 很多人笃定，这会是中国的"波尔多产区"——法国最大的葡萄酒产区，被誉为"世界葡萄酒之都"，年出口额约20亿欧元。 在贺兰山东麓，已有酒企261家，建成酒庄130家，先后80多家酒庄的葡萄酒在国际大赛中获得1800多项大奖，占全国获奖总数的60%以上。这表明品质全 国居首。 贺兰山东麓的酒庄 图源：小巴拍摄 可现实商业愈发局促，在国货崛起的潮流下，国产葡萄酒却节节败退：年产量从高峰期2012年的13.8亿升降至2024年的1.18亿升，降幅超91%。 它们几乎被进口葡萄酒、白酒甚至啤酒，分食殆尽。比如，2024年，中国葡萄酒进口量 ...

Core Viewpoint - The transformation and upgrade of domestic wine in China is essential to break free from traditional Western wine culture and establish a local wine culture with higher standards and cost-effectiveness, which is key to future success [2][52]. Industry Overview - Ningxia is now China's largest contiguous wine grape production area, covering over 600,000 acres, accounting for nearly 40% of the national total, with an annual production of 140 million bottles and a comprehensive output value of 40 billion yuan [3]. - The region has 261 wineries and 130 established wine estates, with over 1800 awards won in international competitions, representing over 60% of the national total [5]. Current Challenges - Domestic wine production has significantly declined from a peak of 1.38 billion liters in 2012 to an estimated 118 million liters in 2024, a drop of over 91% [7]. - The market is increasingly dominated by imported wines, with imports reaching 280 million liters in 2024, a growth of 13.6% [8]. - The recent "ban on alcohol" has further shocked the fragile domestic wine market [9]. Sales and Marketing Strategies - Many wineries are struggling with sales, with a focus on production rather than marketing, leading to a lack of effective sales strategies [16]. - Wineries are adjusting their pricing strategies, with some reducing prices to stimulate sales, particularly for products priced above 200 yuan [12][13]. - The sales strategy has shifted towards selling raw wine and engaging in tourism to boost revenue [31][37]. Cultural and Consumer Insights - There is a notable lack of wine drinking culture in Ningxia, with local preferences leaning towards baijiu and beer [45]. - The perception of wine as a high-end product has hindered its acceptance among the general public, leading to a disconnect between pricing and quality [48]. Future Trends - The industry is witnessing a shift towards younger, more fashionable wine options, with white wine gaining popularity, accounting for 49.3% of the market share in 2024 [53]. - There is an increasing emphasis on quality control and high cost-performance products, with some wineries focusing on improving production standards based on award-winning products [54][56]. - Collaboration among smaller wineries is encouraged to enhance market presence and reduce systemic costs [57].