"2015 import wines back in blowouts, in the face of such a good situation, we had to ride for. "On March 22, said Li Shi祎, imported wine Division of COFCO COFCO over a two-year period to open 1000-grain" Zhuang Hui "imported wine stores.
In the past year, imported wine market suddenly "in silence". According to the customs, 2015 total wine imports in China was about 555,000, 45% over the previous year, 3.8 times times the 2010; a total of about US $ 2.032 billion, 34% over the previous year.
Import growth in beer is even more alarming, according to the statistics, in 2015, China imported beer 539,300 l, 59.4% over a year ago, was 11.5 times times 2010; for the amount of $ 570 million, increases over the previous year to 42.5%, 59%+ growth for four consecutive years.
COFCO has apparently decided to fight.
"Liang Zhuang Hui in 2015 is the base year, we focus on the product systems and team-building, Liang Zhuang Hui in 2016 was the pioneering years. "Li Shi祎 said that in 2016-food" E+ Zhuang Hui "planned to open stores quantitative goal is 300 is expected up to 500 by the end of two years time to reach 1000; 1000 year 2017 distributor development objectives, operational focus of imported wine and beer brands, respectively, when Liang Zhuang Hui's goal is to achieve sales of 1 billion.
The same day, food from Spain, and Chile, and France, 7 wine brand strategy Agency, including France champagne brand "Nicole", and France Cognac sales largest enterprise "henglimuni", "only import selected the top 3 of the major wine-producing areas, must be a star line. "Liang said.
Food and breath in the introduction of several brands, including Germany's largest DAB Rand Beers Borg group Big Ben beer, Germany Warsteiner beer in the luxury brand Wang Shi Crown, and Germany lead Eagles, 3Hourse, Sanma, and so on. Li Shi祎 said, the company will continue to start in the future import of spirits and wine business, the upstream build world wines category star territory.
It is understood that COFCO officially enter the field of imported wine in 2014, will import wine into a separate strategic business, establishment of Liang Zhuang Hui late last year of the international wine industry co., Ltd.
However, people in the trade for imported wine market recovery remained cautious.
A liquor distributor surging to reporters that imported beer have seen rapid growth in recent years, because the base is small. The domestic beer market is already very mature, competition is fierce, import beer market scale is limited. In addition, the emphasis on fresh beer consumption, shelf life is usually only 3-6 months, cost is very high.
Wine warming phenomenon, Europe's biggest wine producers think Dai Bi Duwei, President of the Asia-Pacific region is the wine industry is very cautious.
"We see great growth in the customs data, but there is no data to prove, the same growth in consumption. "Bi Duwei believes that although the market is showing signs of warmer, but imports also grew last year by the impact of capital inflows," 2012 when the market is hot, many importers, big and small, there are many OEM brands growth in 2015 and 2012 is very similar. ”
Bi Duwei says there is a strange phenomenon in China of the so-called France wine brand, than France has more local brands. In his view, imported wine market has been recovering, but there are some bubbles. They prefer to see long-term stable growth, SI Dai Le, this card will be imposed on its top ten dealers out of business, "If you fall short of sales for several years, we will cancel the cooperation. "SI Dai Le, President of China Yin Kai, card said.