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中国のワイン市場:消費者・市場の考察

Consumer and Market Insights: Wine in China

発行 Canadean 商品コード 347612
出版日 ページ情報 英文 68 Pages
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中国のワイン市場:消費者・市場の考察 Consumer and Market Insights: Wine in China
出版日: 2016年09月30日 ページ情報: 英文 68 Pages
概要

中国のワイン市場は、高品質なワインおよび手ごろな価格のワインなどに対する需要の継続的な拡大により、急成長しています。中国は現在、重要なワイン生産国となっていますが、外国へ輸出されるブランドは少数です。また、予測期間を通して高い成長率を支える主にヤングアダルト層に促進され、国内産・外国産ワインの消費量も増加しています。

当レポートでは、中国のワイン市場について調査分析し、市場規模、売上実績・予測、カテゴリー別の市場規模、流通チャネル、人口コホート集団の消費パターン分析、消費者動向分析、および革新の実例など、体系的な情報を提供しています。

イントロダクション

市場概要

  • マクロ経済指標:人口・年齢構成、GDPおよび消費者物価指数
  • 中国のワイン市場規模 (金額・数量ベース)
  • 中国のワイン市場における売上実績・予測
  • 中国のワイン市場におけるトレードアップ/ダウントレードの程度
  • 中国のワイン市場とその他主要国との比較
  • 中国のワイン市場規模:カテゴリー別
  • 中国のワイン市場規模実績・予測 (金額ベース) :カテゴリー別
  • 中国のワイン市場におけるセグメントのシェアと市場シェアの変動
  • 中国のワイン市場におけるプライベートブランドの浸透率:カテゴリー別
  • 中国のワイン市場におけるプライベートブランドとナショナルブランドの売上比較
  • 中国のワイン市場における主要企業:カテゴリー別
  • 中国のワイン市場における主要ブランド:カテゴリー別

小売業者・パッケージング

  • 中国市場における主要小売業者
  • 中国のワイン市場における主要流通チャネル
  • 中国のワイン市場における主要流通チャネル:カテゴリー別
  • 中国のワイン市場:パッケージングタイプ別
  • 中国のワイン市場:パッケージングクロージャー/アウター
  • 中国のワイン市場:パッケージング別の予測

人口コホート集団の消費パターン

  • 消費する理由:年齢・性別
  • プライベートブランドを消費する理由:年齢・性別
  • 過少/過剰消費水準:年齢・性別
  • 消費者タイプ別の消費頻度:年齢・性別
  • プライベートブランドの消費:年齢・性別、および消費水準全体との比較

消費者動向分析

  • 中国のワイン市場において消費者の動向が消費量に及ぼす影響の度合い
  • 中国のワイン市場規模 (数量ベース) :カテゴリー・動向
  • 中国のワイン市場における主要動向

革新の実例

  • 中国のワイン市場で発売された新製品の実例
  • 世界のワイン市場で発売された新製品の実例

行動・提言

付録

図表

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目次
Product Code: CS3978MF

Summary

The Wine market in China is led by the Still Wine category which is also forecast to register the fastest growth among all categories during the analysis period 2015-2020. On-trade transactions lead the overall distribution of Wine in China. The Chinese consumers exhibit adventurous consumption patterns and are keen to experiment new Wines. Further, the young and socially active population is driving demand for easy to consume, portable Wines.

Key Findings

  • The Wine market in China is forecast to register a CAGR of 14.6% during 2015-2020.
  • The Still Wine category has the highest volume share in the overall Wine market.
  • On-trade transactions account for the highest distribution share across categories.
  • Changyu and Dynasty are the leading brands of Sparkling Wine in China.
  • Stopper is the commonly used closure type in the Chinese Wine market.
  • Middle-class Chinese are fuelling the demand for value-for-money Wine offerings.

Canadean's Consumer and Market Insights report on the Wine market in China provides insights on high growth categories to target, trends in the usage of packaging materials, types and closures category level distribution data and brands market shares.

What else is contained?

  • Market data: Overall market value and volume data with growth analysis for 2010-2020
  • Category coverage: Value and growth analysis for Fortified Wine, Sparkling Wine and Still Wine with inputs on individual segment share within each category and the change in their market share forecast for 2015-2020
  • Leading players: Market share of brands and private labels, including private label growth analysis from 2012-2015
  • Distribution data: Percentage of sales within each category through distribution channels such as Hypermarkets and Supermarkets, Convenience Stores, Food and Drinks Specialists and others in 2015
  • Packaging data: consumption breakdown for packaging materials and containers in each category, in terms of percentage share of number of units sold. Packaging material data for Glass, Paper and Board, Rigid Plastics, and others; container data for: Bottle, Carton and Bag-In-Box
  • Consumer level trends: Top four consumer trends which influence Wine products consumption
  • Future outlook: Reviews and recommendations on how the market will shape up from 2015-2020

Reasons To Buy

  • Identify high potential categories and explore further market opportunities based on detailed value and volume analysis
  • Existing and new players can analyze key distribution channels to identify and evaluate trends and opportunities
  • Gain an understanding of the total competitive landscape based on detailed brand share analysis to plan effective market positioning
  • Access the key and most influential consumer trends driving Wine products consumption, and how they influence consumer behavior in the market which will help determine the best audiences to target
  • Access to analysis on products launched in the market
  • Our team of analysts have placed a significant emphasis on changes expected in the market that will provide a clear picture of the opportunities that can be tapped over the next five years, resulting in revenue expansion

Table of Contents

Introduction

  • Report Scope

Country Context

  • Macroeconomic indicators -GDP Per Capita, Population, Consumer Price Index and Age Profile

Market Overview

  • Value and volume analysis for China's Wine market
  • Impact of exchange rate fluctuations on China's Wine market
  • Degree of trade up/down in China's Wine market
  • Volume analysis by category
  • Market value and growth rates, by category
  • Historic and forecast value analysis by category
  • Winners and losers by categories with change in market share
  • Segment share in a category (value terms) and change in market share
  • Average category level pricing

Retail Landscape and Key Distribution Channels

  • Leading retailers in China's Wine and Spirits market
  • Leading distribution channels (volume terms) in China's Wine market
  • Leading distribution channels ((volume terms) by category

Competitive Landscape

  • Market share of leading brands (in volume terms) by category
  • Penetration of private label by category in China's Wine market
  • Private label growth (in volume terms) compared to brands

Packaging

  • Wine market by type of packaging material/container (in volume terms)
  • Wine market by type of packaging closure/outer (in volume terms)
  • Wine market by type of packaging, forecast(in volume terms)

Consumer trend analysis

  • Canadean's consumer trend framework and explanation of the sub-trends
  • For key trends in China's Wine market:
    • How the trend is influencing consumption in China's Wine market
    • How to target the trend in China's Wine market
    • How the trend will evolve in China's Wine market
    • Key target demographic and the rate at which the trend will evolve
  • What are the key drivers that will influence growth of Wine market in the future

Innovation examples

  • New products launched in China's Wine market

Appendix

  • Country context
  • Category value and volume data
  • Sector Overview
  • Segment data
  • Packaging data
  • Category definitions
  • Segment definitions
  • Channel definitions
  • Explanation of sub-trends
  • Methodology
  • About Canadean

List of Tables

  • Table 1: Market value analysis in CNY and US$, 2010-2020
  • Table 2: Market volume growth analysis, 2010-2020
  • Table 3: Exchange rate fluctuations: US$ to CNY
  • Table 4: Market volume growth, by category, 2015-2020
  • Table 5: Segment level analysis by category, 2015
  • Table 6: Average price per litre comparison by categories
  • Table 7: Leading retailers
  • Table 8: Leading brands by category, 2015

List of Figures

  • Figure 1: Macro economic analysis: GDP per capita, Population, CPI (2010-2015), Age Profile (2015)
  • Figure 2: Market volume analysis, 2010-2020
  • Figure 3: Consumers purchase behavior -Trading up/down, 2015
  • Figure 4: Market volume share analysis by category, 2015
  • Figure 5: Market value growth analysis by category, 2010-2020
  • Figure 6: Historic and forecast value analysis by category, 2010-2020
  • Figure 7: Change in market share by category, 2015-2020
  • Figure 8: Leading distribution channels, overall Wine and Spirits, 2012-2015
  • Figure 9: Leading distribution channels, overall Wine market, 2015
  • Figure 10: Leading distribution channels by category, 2015
  • Figure 11: Brand share analysis by category (by volume), 2015
  • Figure 12: Private label penetration by category, 2015
  • Figure 13: Private label and brand share growth, 2012-2015
  • Figure 14: Packaging analysis -key packaging material, container, closure and outer type, 2015
  • Figure 15:Growth in key packaging material, container, closure and outer type, 2015-2020
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