"互联网+"浪潮的席卷，为烟台葡萄酒产业突破发展瓶颈提供了关键路径。相较于传统线下分销模式， 互联网不仅打破了地域壁垒，让烟台葡萄酒从产区直达全国乃至全球消费者，更重构了产业的价值传递 链路。在烟台产区，"数字种植+线上营销"的模式已成为行业主流，葡园中的传感器实时采集光照、水 分等数据，通过AI优化种植管理，既提升了葡萄酒品质稳定性，也为产品溯源提供了数字化支撑。线 上渠道的拓展更让产区特色得以充分释放，企业通过TikTok等平台开展跨境直播，将胶东剪纸等非遗元 素融入产品包装，让一瓶普通干白的文化溢价提升30%，同时大幅降低了跨境物流成本。本地企业借助 电商平台设立品牌专区，通过千万级曝光资源带动精品酒销售，千元以上国产精品酒销售额同比增长超 200%，充分印证了互联网对品牌升级的推动作用。 对于烟台葡萄酒从业者而言，借助互联网实现业务增长需精准把握三大核心方向。首先是需求精准匹 配，通过线上平台的数据分析功能，洞察不同消费群体的偏好，针对年轻群体开发低度潮饮、果味配制 酒等创新产品，对接家庭自饮、轻社交等日常消费场景；其次是品牌故事可视化，利用短视频、直播等 形式展现烟台百年酿酒工艺、智慧葡园管理与产区 ...

Core Viewpoint - The non-alcoholic wine market is experiencing a trend towards youthfulness and lower alcohol content, with non-alcoholic wines emerging as a popular alternative that retains the flavor and social attributes of traditional wines while eliminating health risks associated with alcohol consumption [1][5][21]. Group 1: Market Overview - A recent investigation revealed that out of 11 sampled products, only 4 were clearly labeled as "wine," while others were misrepresented as non-alcoholic wines but were actually unfermented grape juice [1][5]. - The non-alcoholic wine market in China is expected to enter a developmental "first year" by 2025, with major brands like Zhangyu and Great Wall entering the sector [5][21]. - The lack of clear standards for non-alcoholic wines in China has led to confusion among consumers regarding the distinction between non-alcoholic wines and grape juice products [2][21]. Group 2: Product Analysis - Among the 11 products analyzed, only 4 were labeled as "non-alcoholic wine," while the remaining 7 were labeled as "grape juice" or "grape beverage," making it difficult for consumers to discern their true nature [5][6]. - The ingredients of the products labeled as "non-alcoholic wine" often included grape juice and additives, which can mislead consumers regarding their actual content [6][17]. - Some products marketed as "0% alcohol" were found to contain alcohol levels of 0.5% vol, raising concerns about misleading labeling practices [18][19]. Group 3: Regulatory Environment - Current regulations in China do not provide a clear definition for "non-alcoholic wine," leading to inconsistencies in labeling and marketing practices [2][21]. - The introduction of new standards in 2024 is expected to clarify the definition of non-alcoholic wine, distinguishing it from grape juice products and ensuring proper labeling [22][23]. - The absence of a separate customs code for imported non-alcoholic wines complicates the classification and labeling of these products, often leading to misrepresentation [22][23].

Core Insights - The eighth China International Import Expo (CIIE) has become a platform for wine merchants from countries like France, Australia, and Canada to seek opportunities amid a challenging domestic wine market [1][4] - China's wine market is undergoing significant adjustments, with a 20.1% year-on-year decline in wine imports from January to August 2025, indicating a shift in consumer behavior and market dynamics [1][5] Industry Overview - The Chinese wine market has faced a deep adjustment phase, with mainstream business consumption scenarios shrinking while daily drinking scenarios remain underexplored [1][5] - The overall wine import volume decreased by 20.1% to 1.5 billion liters, while the import value of wine was $10.1 billion, down 2.9% [5] - The average import price of bottled wine under 2 liters increased from $8.7 per liter in 2024 to $9.5 per liter in the first eight months of 2025, reflecting a trend of "less volume, more value" [5][6] Consumer Trends - The decline in wine consumption is attributed to factors such as macroeconomic conditions, generational changes in consumer demographics, and a growing health-conscious mindset regarding alcohol consumption [5][6] - The demand for wine is primarily concentrated in business settings and holiday gifting, with limited growth in household consumption [4][5] Product Innovations - In response to market challenges, wine brands are focusing on low-alcohol and non-alcoholic products to tap into daily consumption scenarios [7][9] - New product launches include low-alcohol wines and non-alcoholic options, such as a strawberry-flavored sparkling wine with 7.5% alcohol and a non-alcoholic wine that retains the flavor of traditional wine [7][9] - The market for non-alcoholic beverages is growing, with imports of such products increasing by 5.17% in volume and 26.94% in value in the first half of 2025 [9][10] Future Outlook - Certain segments within the wine industry, such as sparkling wines, low-alcohol, and organic wines, are expected to see growth despite the overall market challenges [10] - The global trend towards low-alcohol and non-alcoholic products is gaining momentum, with an estimated annual growth rate of 4% in consumption volume from 2024 to 2028 [10]

Core Viewpoint - The domestic wine industry in China is experiencing a significant downturn, with both domestic and imported wine markets showing declining trends, while non-alcoholic wine imports are witnessing double-digit growth, potentially offering a new growth avenue for the industry [1][6]. Group 1: Domestic Wine Market Performance - In the first three quarters of the year, major domestic wine companies reported a decline in performance, with Zhangyu's revenue at 2.12 billion yuan, down 3.7% year-on-year, and a net profit of 191.7 million yuan, down 31% [2]. - Other companies like Weilang and CITIC Nia also reported significant revenue declines of 17.4% and 2.2%, respectively, indicating a broader trend of financial struggles within the industry [2][5]. - The overall market for bottled wine under 2 liters saw a 15% decrease in import value, amounting to 1 billion USD, and a 3.4% drop in import volume [5]. Group 2: Changes in Consumer Behavior - The decline in wine consumption is attributed to changing consumer preferences, with a notable shift towards social drinking rather than home consumption, which has not kept pace with market demands [6]. - The economic environment has impacted wine consumption, as it is considered a non-essential product, leading to a long-term decline in consumption scenarios [5][6]. Group 3: Opportunities in Non-Alcoholic Wine - The import of low-alcohol and non-alcoholic products is on the rise, with low-alcohol beverage imports increasing by 31.4% and non-alcoholic beverage imports by 23.1% in the first eight months of 2025 [6][8]. - Industry experts believe that the growth of non-alcoholic wine is not a short-term trend but a structural long-term opportunity driven by health-conscious consumer behavior [8]. - The market for non-alcoholic wine is expected to face challenges such as consumer awareness, brand fragmentation, and technical barriers, with widespread acceptance anticipated by 2030 [8].

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]