In the past few years, China, the world's second largest economy, has risen to become one of the world's most important wine markets, offering both high growth potential and generous profit margins. By volume, the country is currently the seventh-largest consumer of wine, with expected sales of 1.6 billion bottles in 2011. In contrast, the U.S. and France, the first and second largest consumers of wine, are expected to consume 4.0 billion and 3.9 billion bottles, respectively. Since 2006, the Chinese market has experienced more than 20% annualized growth, and experts predict it will further double by 2014 to become the world's sixth largest.
China has been the fastest growing export market for Australian wine for several years. Wine Australia’s quarterly Wine Export Approvals Report (WEAR) December 2012 showed Australian bottled wine exports to China grew strongly, up 15% to 35 million litres and the average value of bottled exports grew by 6% to A$6.39 per litre. Australia is the second biggest bottled wine exporter to China, with 15% market share in value and 13% in volume in the imported wine market.
The Chinese demand for fine wine continues with strong growth from the higher price segments, with the above A$10 per litre segment a stand‐out, up 40 per cent to 4.8 million litres. China has consolidated its position as the biggest destination for Australian bottled exports above A$7.50 per litre, ahead of Canada and the US. Furthermore, the average value of Australian bottled wine exports to China is higher than that of France.
Australian wine in China has gradually become the mainstream
With the China rapid development,Chinese people also have demand of higher quality of life.A large number of China's emerging middle class have had a keen interest in Australian wines.Consumers in China have limited knowledge about wine but are interested in learning more. The challenge is to raise awareness about the quality of Australian wines compared to ‘old world’ producers. Consumers in first-tier cities such as Beijing and Shanghai have more wine knowledge and more opportunity to taste wine compared with those in second-tier cities. However, consumers in second-tier cities have a high disposable income and are interested in learning about wine, which provides an important opportunity.
Why Australian wines is popular in China
Australian wines is popular in china’s wine market .Mainly due to the high quality and the high cost.Australia has enough sunshine.Australia is plenty of sunshine, the land is rich in mineral elements, pollution rarely, very suitable for grape growing, grape wines taste mellow .Australia has the 6th largest land area in the world.Across the temperate and tropical, forming a huge difference in temperature from the cold, cool, warm to hot climate and different types of soil texture.Variety of soils and vegetation environment provides a rich vineyards conditions, therefore, Australian wines with a unique taste.
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