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06.10 (转）荷兰合作银行报告：中国葡萄酒市场，前途美好，道路曲折
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在2012年香港举办的国际葡萄酒及白酒展览会上，荷兰合作银行（Rabobank）全球食物与农业研究与咨询部发布了一项研究报告，对中国的葡萄酒市场的现状及目前存在的问题做了一些阐述。
荷兰合作银行——荷兰合作银行植根于农业，19世纪末开始从小型农村银行起家，已经成长为世界最大的金融集团之一。为地方成员行和中央合作银行两级组织结构，地方成员行自下而上控股中央合作银行。其在中国设有多家机构，并已参股中国的农村合作银行。
这个报告的全文我没有见到，只在雅虎美国站上见过摘要，原文地址是：
http://finance.yahoo.com/news/ra ... rket-152000883.html
在报告中Robobank指出，中国近年来的葡萄酒市场的发展已经吸引了全球供应商的注意。实际上，由于中国市场扩张，不管是中国本土的，还是国外的企业都在努力抓住中国葡萄酒市场的脉搏：如何能够最有效的来识别、达到以及与中国非常分散且又陌生的消费群体。RoboBank的报告中指出了几个摆在几个全球品牌公司面前的问题和困难，以说明中国葡萄酒市场的美好前景，和当前市场渠道间的隔阂。
报告中的其它要点包括：
葡萄酒每年的供应商以14%的速度在增长，2011年达到14亿升，其中17%（约2.41亿升）是国外瓶装酒，大约年增长65%；
虽然增长十分快速，但是供应商位还是非常小心的面对目前很明显的几个隔阂（gap)。中国的酒企业好象是在无心的情况下被外国企业打败了（catch off guard),但实际上，他们是在重组自己的经营，以保证在将来的市场中保住自己的市场份额。如美国的情况类似，中国的企业在当地的市场网络、市场研究以及货物批发系统中处于一个十分独特的位置，对于推广各种葡萄酒（甚至国外品牌的葡萄酒）都具有十分重要的作用；
葡萄酒已经从中国传统的白酒市场手中夺得了一部分政府及企业宴请中的市场份额；
受巨大增长潜力及利润丰厚的吸引，中国海关统计出的2011年度进口商已经达到了3863家，比前一年增加73%，比五年前增长200%；
葡萄酒市场前景看好，特别是受到了更年轻一代的接受（20-39岁之间的）
Robobank预测，在零售、宾馆和酒店渠道中，品牌将变得更加重要，因为这种品牌将会对于消费者的购买决定产生非常直接的影响。
下面是英文原文：
Rabobank Report: China Wine Market - "Mind The Gap "
PR Newswire
Press Release: Rabobank – Tue, May 29, 2012 11:20 AM EDT
NEW YORK, May 29, 2012 /PRNewswire/ -- A new report from Rabobank's global Food & Agribusiness Research and Advisory department, released at the 2012 VinExpo, the international wine and spirit exhibition for Asia-Pacific held in Hong Kong this week, looks at the dynamics of the wine market in China.
In the report, Rabobank says that the stellar growth of the China wine market in recent years has caught the attention of wine suppliers the world over. However, as the China market expands, both domestic and foreign wine companies continue to grapple with how to most effectively identify, reach and communicate to a very diverse and unfamiliar consumer base. Rabobank's research identifies the difficulty faced by a number of global brand owners to bridge the gap between the overall growth of the market and the opportunities in conventional market channels.
Other key points in the report include:
The supply of grape wine rose 14% year over year to roughly 1.4 billion litres in 2011, of which 17% (or 241 million litres) was foreign bottle wine, a 65% increase year over year.
While the growth story remains intact, suppliers are cautioned to be mindful of a number of apparent gaps. Chinese domestic wine companies have been largely caught off guard by competition from foreign wine imports. However, they are restructuring their businesses to ensure they are not denied their share of the market's future growth. Just as in the U.S., domestic companies are uniquely placed to use their business networks, market intelligence and distribution reach as a powerful platform to promote the wine category—including foreign wines—to Chinese consumers.
Wine has taken share from producers of premium Chinese baijiu, a local white spirit traditionally consumed and offered during government and business entertainment gatherings.
Attracted by the strong volume growth and sound margins being observed in the imported wine market, the total number of importers is estimated by China Customs to have reached 3,863 companies in 2011, up around 73% from a year earlier and a remarkable 200% in just five years.
Wine is well positioned for the future, with a growing number of younger (between 20-39 years old), more affluent consumers who are increasingly exploring wine as a viable alternative.
The Rabobank report predicts that brands are expected to become increasingly important to consumers in the grocery, hotel and restaurant channels due to the clear need for brands to better guide their purchase decisions.
Rabobank is a global financial services leader providing wholesale and retail banking for the food and agricultural industry, asset and investment management, leasing, real estate services, and renewable energy project financing. Founded over a century ago, Rabobank today is one of the largest and safest banks in the world, with more than $850 billion in assets and operations in over 40 countries. In North America, Rabobank is a premier financial services provider to the corporate food, beverage, agriculture and agribusiness industries. www.Rabobank.com |
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东游记----墨尔本买房记 (2010-3-11) t_guoguo 
楼主:大熊
发表于 2012-5-11 14:20
