把直播间搭进进博展馆，将进博展台作为首发现场，借国际展会寻找突围机遇，是今年进博酒商的共同之举。第八届中国国际进口博览会期间，来自法国、 澳大利亚、加拿大等国家的酒商们齐聚一堂，期待借助进博会平台的品牌溢出效应，打破葡萄酒市场僵局。 数据显示，我国葡萄酒市场近年来处于深度调整阶段，主流商务消费场景萎缩，而日常饮用场景尚待发掘。2025年1-8月，我国葡萄酒进口量同比下降 20.1%，但2L以下瓶装葡萄酒进口均价有所提升。"量减额增"反映出宏观经济环境、消费人口代际变化、健康节制饮酒理念、"限酒令"等对葡萄酒行业的深 远影响。 在此背景下，低度及无醇葡萄酒、针对女士饮用的水果酒，以及茉莉、巧克力、水果等香型的配制酒，成为今年进博酒商重点展示的新品类。 某酒商进博展台。 新京报记者 郭铁 摄 进口葡萄酒量减额增 行业深度调整叠加"禁酒令"实施，让今年的进口葡萄酒生意充满挑战。即便如此，深圳酒商徐先生还是将参展进博会视作拓展新机会、新渠道的重要举措。 "近七八年来，葡萄酒行业一直处在谷底，仅进口酒领域就受到了威士忌、日本清酒的冲击。"徐先生坦言，与7年前相比，他所经手的进口葡萄酒需求量逐 年下降，与去年相比进口量下 ...

国内持续低迷的葡萄酒行业亟待找到新增长点。 今年前三季度，国产、进口葡萄酒市场下滑趋势仍未见底，国内主要葡萄酒上市公司业绩依然整体双 降，多家酒企亏损。第一财经记者注意到，今年无醇葡萄酒进口金额却有双位数增长，能否为国内持续 低迷的葡萄酒行业开辟一条新的增长赛道。 葡萄酒仍在下滑 "啤酒企业能想到往啤酒里加茉莉花茶，葡萄酒企业里没有人才么？"在某股吧里，投资者发帖质问张裕 葡萄酒管理层。 刚刚公布的张裕（000869.SZ）三季报显示，前三季度实现营收21.2亿元，同比下降3.7%；归母净利1.9 亿元，同比下降16.3%。其中第三季度单季收入6.5亿元，同比下滑4.4%，实现归母净利润191.7万元， 同比减少31%，也是近十年来的最低。按照此前公布的34亿元的年营收目标，距离完成还有较大的差 距。 张裕也是国内最大的葡萄酒生产企业，其业绩表现也是国内葡萄酒上市公司的缩影。威龙股份 （603779.SH）三季报实现营业总收入2.5亿元，同比下降17.4%，归母净利润-1154.9万，同比止盈转 亏；中信尼雅、莫高股份、ST通葡三季报营收也分别下滑了2.2%、36.5%和16%。 不过记者注意到，今年进口酒中 ...

External Factors - The consumption situation has sharply declined, with consumers tightening their spending, leading to a critical point where wine consumption drastically dropped in the second half of last year [1][2] - The consumption scenarios have also shrunk significantly, with both social and personal consumption needs not being met, resulting in a long-term decline in wine consumption [2] - The driving force from distribution channels has weakened, as most distributors also handle white wine, which has been under pressure, leading to a marginalization of wine sales [2] Internal Factors - Product innovation has been insufficient, with many new products not achieving the desired consumer satisfaction, limiting their contribution to sales [2][3] - Channel innovation has been lacking, with attempts to find new distributors yielding weak results [2] - Marketing efforts have been limited due to budget constraints, resulting in a vicious cycle of reduced visibility and sales [2][3] Market Analysis - In the past year, the total revenue of 10 listed wine companies was only 4.5 billion yuan, with a net profit of 180 million yuan, showing a slight improvement but still reflecting significant losses over the past decade [4] - The wine industry is facing a severe downturn, with 772 wine companies having closed, indicating a critical state of decline [4][5] - The online and offline competition is intensifying, with major platforms engaging in price wars, negatively impacting profit margins for distributors [5] Future Outlook - The company aims to achieve a revenue target of no less than 3.4 billion yuan this year, reflecting a modest increase from last year's 3.277 billion yuan [6] - The gross profit margin from domestic operations is expected to remain around 61%, with challenges in increasing product prices due to consumer spending trends [6] - The company is focusing on localized market breakthroughs and enhancing marketing capabilities to better connect with consumers [6][7] Strategic Initiatives - The company plans to enhance its digital marketing efforts, leveraging consumer data to improve targeting and engagement [7][8] - New product categories are being explored, including low-alcohol and herbal wines, to meet emerging consumer demands [12][14] - Collaborations with new retail formats are being pursued to adapt to changing market dynamics and improve supply chain efficiency [14][15]