The general sales of this year will not increase too high compared with that of last year.  Yet the amount of importing wine will greatly increase.   The reduce of Chinese custom tariff is not the main reason of the increase of importing wine, as it is the tariff that is reduced, not the import value-added tax, nor the consume tax, so actually the reducing range of scot is not obviously.

Chinese wine market is divided into two.  One is the low-end market with popular style and cheap price, while the other is the top-grade market with brilliance style, abundant culture content and superb price.  The quality difference between Chinese top-grade wine and the international brand is sharp; it is hard for Chinese wine to compete with the international counterpart.  Chinese wine enterprise dominates the low-end market at present, but the low-end market mainly composed of import wine makes the competing threat to the Chinese wine enterprises.  The advantages of import wine are the quality and price compared with the Chinese wine, its disadvantage is the marketing and sales network.  Such condition will be better off in 2005.  At present, not a few Chinese wine enterprises are still wild about sales tricks, which don’t help to build up the competing strength, worse are that it will confuse their goal and lose the survival chance and space at last.  If Chinese wine can’t improve steadily in quality, price and service etc, they will probably be pushed out of the low-end market in the end.

International wine industry has been developing in Chinese market for many years yet it has not made the large scale.  The fundamental element of international top-grade is based on western wine culture of the balanced diet structure and the intensity humanism.  But the wine culture differences between the west and the east are so sharp that it is hard to joint the two.  With the gradual open to the world and the change of diet habit, Chinese will further accept the western wine culture.  Anyhow, it takes time to change gradually.

In the wine market oriented with consume and demand, marketing plays a more and more important role.  It is not only the necessary process for both national and international wine industry, but also the bottleneck and weak point of present market situation.   Every step in the process contains the business room for intensive cultivation.  Thus in the future, the greatest business opportunity exists in the marketing.

Each coin has two sides.  In the prospect of the wine market 2005, what the decision-makers should do is to make sure the market orientation.  Persist in something while give up something in the changeable wine market.  Only the perserve could guarantee the success in the business.