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市場調査レポート

西洋スピリッツの中国市場

Western Spirits - China - September 2015

発行 Mintel China 商品コード 341595
出版日 ページ情報 英文
納期: 即日から翌営業日
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本日の銀行送金レート: 1USD=115.27円で換算しております。
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西洋スピリッツの中国市場 Western Spirits - China - September 2015
出版日: 2015年09月15日 ページ情報: 英文
概要

中国における飲酒文化の複雑さと、西洋スピリッツ市場における多様な製品群を前提にした場合、万人に向けたマーケティング通信および製品デザインは目的の達成に適していないことが明らかとなります。市場において成功するためには、都市レベルの地域差に基づいたさらなる分類が必要となってきます。西洋スピリッツのブランドは新たな消費者動向を確認し、それに積極的に対応する際にはより慎重な姿勢を必要とします。中国における比較的高い普及率と低い定着率は、この市場においてはユーザーベースを拡大することよりも、西洋スピリッツを飲酒する文化を拡充することが重要であることを示唆しています。

当レポートでは、中国における西洋スピリッツ市場について調査分析しており、市場の課題および考察、市場発展促進・阻害要因、市場規模・予測、市場シェア、主要メーカーの動向について検証するほか、多様な消費者動向に関する分析をまとめています。

第1章 イントロダクション

  • 定義
  • 調査手法

第2章 エグゼクティブサマリー

第3章 課題と考察

  • 進化する地域差を活用する方法
  • 急速に変化する女性部門をターゲットにする方法

第4章 市場発展促進・阻害要因

  • 重要ポイント
  • 市場発展促進要因
  • 新たなO2O(オンラインツーオフライン)の時代が西洋スピリッツ市場の後押しとなり得る
  • 新常態(ニューノーマル)が市場を安定させる
  • 市場発展阻害要因
  • 人民元の下落が再配置の取り組みと相殺される

第5章 市場規模・予測

  • 重要ポイント
  • 落ち着きつつある市場
  • 回復は緩慢ながら確実に進む
  • 市場予測手法

第6章 市場シェア

  • 重要ポイント
  • ますます断片化が進む市場
  • DiageoがPernod Ricardから市場シェアを奪う

第7章 主要メーカー動向 ‐ 知っておくべきこと

  • マーケティングへの投資減が消費者主導の需要に再び注目するという課題をもたらす
  • フードペアリングが勢いを得る
  • eコマースは、より多くの人に西洋スピリッツを届ける上で重要な役割を果たしている
  • RTD部門における競争が激化

第8章 誰が革新を進ませるのか

  • 重要ポイント
  • フレーバー(味付き)アルコール飲料が増加中
  • 倫理的な宣伝文句が可能性を示す
  • ガラス瓶の人気が上昇中

第9章 消費者動向 − 多様なアルコール飲料の普及率

  • 重要ポイント
  • 西洋スピリッツの普及率は依然として後れを取っている
  • 大衆市場はまだ完全に開拓されていない
  • RTDおよびカクテルは女性消費者の間で人気が上昇中

第10章 消費者動向 − 飲酒する場面

第11章 消費者動向 − 飲酒する場所

第12章 消費者動向 − 購買チャネル

第13章 消費者動向 − 飲酒行動における変化

第14章 消費者動向 − ブランデーを飲まない理由

第15章 消費者動向 − 多様な西洋スピリッツに関連付けられる特性

第16章 消費者動向 − RTDアルコール飲料に対する態度

第17章 消費者動向 − クラスター分析

第18章 消費者動向 − 都市消費者

目次

“Given the complexity of the drinking culture in China and the wide range of products within the Western spirits market, one-for-all marketing communication and product design are no longer fit for purpose. Further segmentation based on regional differences at city level is needed to triumph in the market.” - David Zhang, Senior Drink Analyst.

This report covers the following areas:

  • How to utilise the evolving regional differences
  • How to target the fast-changing female segment

The post anti-extravagance campaign era requires Western spirits brands to be more vigilant when identifying emerging consumer trends and proactive when acting upon them. Relatively high penetration combined with low retention rate means the competition in the market is less about widening the user base and more about creating a Western spirits drinking culture.

Table of Contents

Introduction

  • Definition
  • Methodology

Executive Summary

  • The market
    • Figure 1: Fan chart of Western spirits market in value terms in China, 2010-20
    • Figure 2: Fan chart of Western spirits market in volume terms in China, 2010-20
  • New era of O2O could give Western spirits market a boost
  • The new normality stabilises the market
  • Depreciation of Renminbi offsets the repositioning efforts
  • Companies and brands
  • The market is becoming increasingly fragmented
  • Diageo gains market share from Pernod Ricard
  • Decline in marketing investment poses challenges to refocus on consumer-driven demand
  • Who's innovating?
  • Flavoured alcoholic drinks on the rise
    • Figure 3: New launches in East Asia market of flavoured alcoholic drinks, 2010-14
  • Ethical claims show potential
    • Figure 4: Claims of newly launched flavoured alcoholic drinks in East Asia, 2010-14
  • Glass bottles become increasingly popular
    • Figure 5: Packaging materials used by newly launched RTD in East Asia market, 2010-14
  • The consumer
  • The penetration of Western spirits is still trailing behind
    • Figure 6: Penetration of different types of alcoholic drinks, June 2015
  • Casual social occasions stand out
    • Figure 7: Drinking occasions for alcoholic drinks, June 2015
    • Figure 8: Penetration of different occasions among Western spirits drinkers, June 2015
  • Chinese full-service restaurants posing as the key drinking location
    • Figure 9: Drinking location of alcoholic drinks, June 2015
  • Overseas stands out as the top purchase channel
    • Figure 10: Retail purchase channels of Western spirits drinks, June 2015
  • Challenge remains for brands to retain their consumers
    • Figure 11: Change in drinking behaviour, by types of Western spirits, June 2015
  • Strong association with business occasions hampers the restructuring efforts of brandy brands
    • Figure 12: Reasons for not drinking brandies, June 2015
  • Western spirits are shaking the premium image off
    • Figure 13: Correspondence analysis, June 2015
  • Brand extension from leading Western spirits operators shows potential
    • Figure 14: Attitudes towards RTD alcoholic drinks, June 2015
  • What we think

Issues and Insights

  • How to utilise the evolving regional differences
  • Issues
  • Implications
    • Figure 15: Penetration of drinking alcoholic drinks when socialising with families, by city, June 2015
    • Figure 16: Penetration of drinking alcoholic drinks at selected locations, by city, June 2015
    • Figure 17: Association with the attribute ‘can reflect my good taste' when drinking whisky and brandy, by city, June 2015
  • How to target the fast-changing female segment
  • Issues
  • Implications
    • Figure 18: Penetration of drinking alcoholic beverages at full-service Chinese restaurants, by gender and age, June 2015
    • Figure 19: Dadong's winter special food pairing event partnered with Martell, Q4 2013
    • Figure 20: Penetration of drinking alcoholic beverages at Western full-service restaurants, by gender and age, June 2015

Market Drivers and Barriers

  • Key points
  • Market drivers
  • New era of O2O could give Western spirits market a boost
  • The new normality stabilises the market
  • Market barriers
  • Depreciation of Renminbi offsets the repositioning efforts
    • Figure 21: The daily average exchange rate (US Dollar to RMB), August 2013-August 2015

Market Size and Forecast

  • Key points
  • The market is calming down
    • Figure 22: The Western spirits retail market in China, 2010-20
  • The recovery will be slow but steady
    • Figure 23: Fan chart of Western spirits market in value terms in China, 2010-20
    • Figure 24: Fan chart of Western spirits market in volume terms in China, 2010-20
  • Forecast methodology

Market Share

  • Key points
  • Market is becoming increasingly fragmented
    • Figure 25: Value and volume share of China's Western spirits retail market, 2013 and 2014
  • Diageo gains market share from Pernod Ricard

Key Players - What You Need To Know

  • Decline in marketing investment poses challenges to refocus on consumer-driven demand
  • Food pairing gains momentum
  • E-commerce plays a crucial role in helping Western spirits brands to reach more people
  • Competition in the RTD segment is intensifying

Who's Innovating?

  • Key points
  • Flavoured alcoholic drinks on the rise
    • Figure 26: New launches in East Asia market of flavoured alcoholic drinks, 2010-14
  • Ethical claims show potential
    • Figure 27: Claims of newly launched flavoured alcoholic drinks in East Asia, 2010-14
  • Glass bottles become increasingly popular
    • Figure 28: Packaging materials used by newly launched RTD drinks in East Asia market, 2010-14

The Consumer - Penetration of Different Types of Alcoholic Drinks

  • Key points
  • The penetration of Western spirits is still trailing behind
    • Figure 29: Penetration of different types of alcoholic drinks, June 2015
  • The mass market has not been fully exploited
    • Figure 30: Usage of Western spirits, by household monthly income, June 2015
  • RTD and cocktails are gaining popularity among female consumers
    • Figure 31: Penetration of selected types of alcoholic drinks, by gender, June 2015

The Consumer - Drinking Occasions

  • Key points
  • Casual social occasions stand out
    • Figure 32: Drinking occasions for alcoholic drinks, June 2015
    • Figure 33: Penetration of different occasions among Western spirits drinkers, June 2015
  • Income barrier does not exist on casual social occasions
    • Figure 34: Selected drinking occasions, by monthly household income, June 2015
  • Consumers from the North are more likely to drink alcoholic drinks when socialising with their families
    • Figure 35: Penetration of drinking alcoholic drinks when socialising with families, by city, June 2015

The Consumer - Drinking Locations

  • Key points
  • Chinese full-service restaurants posing as the key drinking location
    • Figure 36: Drinking location of alcoholic drinks, June 2015
  • The complexity of regional difference poses a challenges for Western spirits brands
    • Figure 37: Penetration of drinking alcoholic drinks at selected locations, by city, June 2015
    • Figure 38: Absolut Vodka, limited Chicago edition, Q2 2013
  • Chinese full-service restaurants are less appealing to young female drinkers
    • Figure 39: Penetration of drinking alcoholic beverages at full-service Chinese restaurants, by gender and age, June 2015
    • Figure 40: Dadong's winter special food pairing event partnered with Martell, Q4 2013
  • The mid-range alcoholic drink is missing in KTV venues
    • Figure 41: Penetration of drinking alcoholic beverages at KTVs, by monthly household income, June 2015
  • Western full-service restaurants are more likely to attract female consumers in their thirties
    • Figure 42: Penetration of drinking alcoholic beverages at Western full-service restaurants, by gender and age, June 2015
  • Foshan consumers stand out as more sophisticated than average
    • Figure 43: Penetration of drinking alcoholic beverages at selected locations, by city, June 2015

The Consumer - Purchase Channels

  • Key points
  • Online channels are crucial to Western spirits
    • Figure 44: Percentage difference between the penetration of offline and online channels, by types of alcoholic drinks, June 2015
  • Overseas purchase stands out as the top purchase channel
    • Figure 45: Retail purchase channels of Western spirits drinks, June 2015

The Consumer - Changes in Drinking Behaviour

  • Key points
  • Challenge remains for brands to retain their consumers
    • Figure 46: Change of drinking behaviour, by types of Western spirits, June 2015
  • Little price barrier in the vodka segment
    • Figure 47: Penetration of different types of Western spirits, by personal monthly income, June 2015
  • Liqueur is missing opportunities in the middle ground
    • Figure 48: The penetration of liqueur, by monthly household income, June 2015
  • Gin is female consumers' favourite
    • Figure 49: Penetration of gin, by gender, June 2015

The Consumer - Reasons for Not Drinking Brandies

  • Key points
  • Strong association with business occasions hampers the restructuring efforts of brandy brands
    • Figure 50: Reasons for not drinking brandies, June 2015
  • The perception of being suitable for older consumers limits the develop of brandy market
  • Affordability is no longer the key reason for not drinking

The Consumer - Attributes Associated with Different Types of Western Spirits

  • Key points
  • Western spirits are shaking the premium image
  • dFigure 51: Correspondence analysis, June 2015
  • Liqueur is free from cannibalism from within the Western spirits category
  • Food pairing remains a challenge
  • Gin bears a fashionable image
    • Figure 52: Pink 47 London dry gin from Old St Andrews launched in Germany, Q3 2015
  • Innovative flavours show potential as a premiumisation route
    • Figure 53: Association with the attribute ‘offering innovative flavours' when drinking liqueur, by monthly household income, June 2015
    • Figure 54: Rum orange liqueur from Santa Teresa, launched in Canada, Q2 2015

The Consumer - Attitudes towards RTD Alcoholic Drinks

  • Key points
  • Brand extension from leading Western spirits operators shows potential
    • Figure 55: Attitudes towards RTD alcoholic drinks, June 2015
  • At-home occasions show potential
    • Figure 56: Agreement with the statement “RTD alcoholic beverages are not suitable for drinking at home”, by gender, June 2015
  • International brands still have the chance to fight back

The Consumer - Cluster Analysis

  • Five consumer segments identified
    • Figure 57: Segmentation based on consumers' general attitudes towards alcoholic drinks, June 2015
  • Wealthy conventional
  • Who are they?
  • What do they think in general?
  • What do they think about RTD alcoholic drinks?
  • Which type of alcoholic drinks do they like?
  • How to target them?
  • Wealthy Liberal
  • Who are they?
  • What do they think in general?
  • What do they think about RTD alcoholic drinks?
  • Which type of alcoholic drinks do they like?
  • How to target them?
  • Close-minded
  • Who are they?
  • What do they think in general?
  • What do they think about RTD alcoholic drinks?
  • Which type of alcoholic drinks do they like?
  • How to target them?
  • Foreign worshipper
  • Who are they?
  • What do they think in general?
  • What do they think about RTD alcoholic drinks?
  • Which type of alcoholic drinks do they like?
  • How to target them?

The Consumer - Meet the Mintropolitans

  • Key points
  • Why Mintropolitans?
  • Who are they?
    • Figure 58: Demographic profile of Mintropolitans vs. Non-Mintropolitans, by gender, age, and personal income
    • Figure 59: Demographic profile of Mintropolitans vs Non-Mintropolitans, by marital status, city tier, and education level
  • Brand extension strategies are more appealing to MinT consumers
    • Figure 60: Selected statements regarding RTD alcoholic drinks, by types of consumer, June 2015
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