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中国葡萄酒消费者刺激澳洲葡萄酒出口增长 | Off-premise wine consumption grows in China

Food & Wine

调查显示,中国消费者在餐厅以外(“非堂食”)购买、饮用进口葡萄酒的人数在不断增加,越来越多人在家饮用葡萄酒,这一现象有利于促进澳洲葡萄酒引入中国市场。

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日前,一项长达三年的中国消费者葡萄酒消费研究即将结束。研究发现中国消费者购买进口葡萄酒的人数和购买频率不断增加。研究由澳大利亚葡萄酒管理局(Wine Australia)资助,南澳大学商学院营销研究中心主持执行(University of South Australia’s Ehrenberg-Bass Institute for Marketing Science)。

南澳大学葡萄酒营销教授洛克辛先生(Larry Lockshin)领导消费者选择、产品包装、零售等方面的葡萄酒营销研究。他是全澳、乃至世界葡萄酒领域的专家。

他表示,这种令人“惊讶”的“非堂食”消费葡萄酒趋势对澳大利亚葡萄酒产业是个良好机遇。

洛克辛教授说:“研究项目开始时,大家猜测中国的众多西餐厅可能是促进葡萄酒消费的主力。但调查发现“非堂食”消费的葡萄酒数量更多,这意味着越来越多人通过网购、葡萄酒行甚至日常超市购买葡萄酒。人们不仅仅在婚礼、商务活动等正式场合十来个人共享一瓶葡萄酒,每人一丁点。喝葡萄酒的场合越来越多,不再那么正式。是时候澳大利亚葡萄酒产业自问一下 ‘什么样的零售渠道能切入这一增长趋势。”

洛克辛先生说,虽然机遇在此,可仍需付出努力。我们要逐渐建立品牌,保持可持续性,明确消费者群,用心做酒标,价格要适当,花时间确保可行性。”

南澳大利亚省是澳洲葡萄酒主产区,产出近澳洲葡萄酒总量的一半。2015年底澳大利亚葡萄酒出口报告显示,2015年澳大利亚葡萄酒出口额21亿澳元,同比增长14%,达2007年十月以来增长最高点。市场增长最快的是澳大利亚葡萄酒第三大出口目的国,即中国,出口额3亿7千万澳元,同比增长66%。(美国、英国分别为澳大利亚葡萄酒第一、第二出口目的国)。

南澳大学的研究时间跨度为三年,期间分别对中国消费者进行六项问卷调查。第五项也是最近一次问卷调查显示,52%的消费者每周至少在家饮用一次葡萄酒以放松休息,46%的消费者每周至少在一次家常便饭时饮用葡萄酒,超过一半的人至少每两个月会在一次正式场合饮用葡萄酒。

研究中心博士后研究员柯亨(Justin Cohen)曾多次前往中国。他表示,中国民众的葡萄酒消费已经从正式场合转变为日常消费,“‘非堂食葡萄酒购买频率也在迅速增加,这在三年前还不是一件大家会普遍在乎的事。”

我们建议葡萄酒品牌,假如你的产品只定位于特殊场合,那就会限制产品对潜在顾客的影响力。但假如你说 ‘我们是来自澳大利亚的亲民产品,我们有干净、绿色、安全的土地和美好的生活方式,那么你的产品也许更有机会成为大众消费者为更多场合经常选购的品牌。

柯亨表示,虽然澳大利亚葡萄酒品牌在向中国普及葡萄酒知识方面做得都不错,但他们需要把关注点从专业侍酒师、葡萄酒品鉴大师转变为不太懂葡萄酒的消费者。比方说,在参与问卷调查的进口葡萄酒购买者中,只有三分之二的人知道澳大利亚产葡萄酒,48%的人知道巴罗莎谷(Barossa Valley) 。而那些有规律经常饮用葡萄酒的人中,仅28%知道设拉子(shiraz),这一澳洲最具代表性的葡萄酒品种。我认为目前我们面临的挑战之一是,在我们想要明确 ‘我们想向外界传达澳洲葡萄酒的哪些内容’之前,我们必须确保人们知道我们是谁,因为有些人根本不知道我们的存在。”

法国葡萄酒虽然主导进口葡萄酒市场,但令人最为惊讶的是,中国本土葡萄酒产业相当庞大,几乎每五瓶售出葡萄酒中有四瓶为中国国产。最终我们要靠吸引处在葡萄酒启蒙阶段的消费者以便增加澳洲葡萄酒市场份额,而不是吸引精通葡萄酒产品的消费者。”柯亨说。

三年的研究计划接近尾声。今年底详细的综合研究报告将会呈现给澳大利亚葡萄酒管理局。

 


 

AN increase in the number of Chinese wine drinkers buying imported wine “off-premise” and consuming it at home is helping to drive the sale of Australian wine in China.

A three-year study by the University of South Australia’s Ehrenberg-Bass Institute for Marketing Science funded by Wine Australia is nearing completion and has found the number of people buying imported wine in China and their frequency of consumption was on the rise.

Professor of Wine Marketing at Ehrenberg-Bass Larry Lockshin leads research into marketing related to consumer choice, packaging and retailing, and is an acknowledged specialist in all aspects of the Australian and global wine business.

He said the “surprising” growing off-premise trend represented an opportunity for the Australian wine industry.

“It was assumed when we started this project that on-premise, especially western restaurants in China, would be the driving force behind wine consumption but what we’ve seen over the survey is that more wine is being consumed off-premise, which means people are buying it online, in wine shops and to some degree grocery stores than the last few years,” Prof Lockshin said.

“People are moving from wine as purely a drink for formal occasions where eight or 10 people would share a bottle by having a “little teeny glass” each at a special occasion like a wedding or business function. Then the occasions started to become less formal.”

“That’s the part where the Australian wine industry needs to ask itself ‘what kind of retail channels are going to access that growing trend’.

Lockshin said the opportunity is there but it’s not going to be a pot of gold without work.

“Build your brand, build it slowly, sustainably, know who you are selling to, pay attention to your labeling and pricing, spend some time to make it work,” he said.

South Australia is the biggest wine producing state in Australia, accounting for almost half of total production.

The Wine Australia Export Report December 2015 shows that the value of Australian wine exports jumped 14 per cent to $2.1 billion in 2015, reaching its highest growth in value since October 2007.

The strongest growth was in China, Australia’s third biggest export market behind the United States and United Kingdom, which grew 66 per cent to $370 million.

The University of South Australia study includes six surveys of Chinese buyers of imported wines conducted over the three-year span of the project.

The latest survey results – the fifth of the six – found 52 per cent said they drank wine at home for a relaxing drink once a week or more often, 46 per cent said they consumed wine once a week or more often with an informal meal at home, while more than half the people in the most recent survey drank wine at special occasions at least once every two months.

Postdoctoral Research Fellow in Wine Marketing at the University of South Australia Dr Justin Cohen, who has made several trips to China during the project, said wine had shifted from being just a special occasion experience to being a more everyday product.

“Frequency of consumption is rising rapidly for people consuming wine off-premise, even three years ago that wasn’t a major thing people were saying when asked why they were buying wine,” Dr Cohen said.

“One of the things that we’re starting to counsel wine brands about is if you make your product all about special occasions, that limits you entering the headspace of a potential consumer,” he said. “But if you’re also saying ‘we’re an approachable product from Australia, we’re a clean, green, safe place with a great lifestyle’ then you’re probably more likely to enter the consideration set for purchase occasions that happen more frequently.”

Dr Cohen said Australian wine brands were doing a good job of educating people in China about their wine but they needed to shift their focus from the sommeliers and masters of wine to the uninitiated.

“If you look at our sample, which is people who are regular drinkers of imported wine, only two thirds of them actually know that Australia makes wine, 48 per cent of them know about the Barossa Valley, shiraz – our most iconic grape variety – is only known by 28 per cent of people who are regular drinkers of imported wine,” he said.

“I think one of the challenges is before we start getting into this whole idea of ‘what do we want to communicate about Australian wine’ we have to make sure that people have even heard of us – there’s people that don’t even know that we exist.

“France is dominant but probably the biggest surprise to most people is that the Chinese actually have a very large domestic industry – four out of five bottles of wine sold in China are in fact Chinese produced.

“Ultimately we are going to grow the Australian category in China by acquiring new wine drinkers and that’s probably going to start more at the entry level than at the very sophisticated knowledgeable level.”

The three-year project is in its final stages. A comprehensive report will be written for Wine Australia later this year.

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