澳洲葡萄酒在中国：二十年来从零到巅峰 | 双语阅读

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Opportunities in the Chinese wine market remain “exciting and plentiful” with consumption forecast to continue to grow at 6% per annum for the next five years, according to Wine Australia. At this pace the country will break the 3tr litre barrier by 2022.

中国葡萄酒市场仍然前景广阔，让人充满期待。根据澳大利亚葡萄酒管理局的预测，未来五年中国的红酒消费量量将以每年6％的速度持续增长。按照这个速度，在中国的销量将在2022年之前将突破3万亿升升大关。

Aussie-China wine exports: Zero to heroin two decades

Richard Whitehead  | 文

As China continues on course to surpass America as the world’s biggest wine consumer, Australian producers are increasingly cashing in, as exports there continue to experience strong growth in both value and volume.

中国正逐步超越美国成为世界最大的葡萄酒消费国，随着对华出口量和出口金额的显著增长，澳大利亚酒商从中国市场赚取的利润也越来越多。

Indeed, Wine Australia, the statutory body that represents the industry, referred to its export value growth to Northeast Asia—the marketing region dominated by China—as having been the “standout” performer over the last year.

事实上，澳洲葡萄酒管理局，作为葡萄酒产业的政府代表，认为它们去年出口价值的显著增长主要归功于在东北亚的出口，这主要指的就是中国市场。

Growing at 29% over the 12 months to the end of September, sales of Australian wine to mainland China 0f A$949m (US$867M) were greater than all other export regions combined, except for North America—the only one to show any decline over the period.

在截至9月底的12个月中，澳大利亚葡萄酒在中国大陆的销售额达到9.99亿澳元（约合8.67亿美元），比去年同期增长了29％，超过除北美以外所有其他出口地区的总和，而北美却是唯一一个在此期间销售额下降的地区。

“The continuing growth and development of Australian wine [in China] is robust,” Wine Australia said in its assessment of the country’s performance.

“澳大利亚葡萄酒在中国的持续增长和发展是坚挺的，”  澳洲葡萄酒管理局这样评价中国市场的表现。

Premium performance高档酒热门

What’s more, there has been growth in every price segment of wine exports to China over the last year, with notable performances from the A$20-29.99 and A$50-59.99 segments, showing 73% and 47% growth respectively.

此外，去年出口到中国的葡萄酒在每个价格区间都有增长，其中20-29.99澳元和50-59.99澳元的价格分别有73％和47％的显著增长。

According to Peter Bailey, general manager of market insights at Wine Australia, the country is a value powerhouse.

“China has the highest average value per litre of the top 11 export destinations by volume, indicating a large amount of premium wine being shipped to this market,” he told BeverageDaily.

澳洲葡萄酒管理局市场调查部总经理彼得贝利表示中国市场的价值巨大，“在出口量排名前11的市场中，中国是每公升均价最高的，这说明了大量高档葡萄酒被运往了中国市场，”他告诉BeverageDaily。

It is now Australian wine’s number one export market by value, having grown from having less than a 10% share of exports as little as eight years ago to now accounting for 39% by value and 21% by volume, also making it Australia’s second biggest export market in this regard, Bailey said.

按照金额和数量分别计算，中国现在是澳大利亚葡萄酒的第一大或第二大出口市场，从8年前的出口份额不到10％，增长到目前占出口额的39％和出口量的21％。

Moreover, since 2000 Australia’s wine exports to mainland China have experienced remarkable growth from only A$14m to just under $1bn, with value more than doubling since the FTA’s commencement in 2015.

此外，自2000年以来，澳大利亚对中国大陆的葡萄酒出口额从1400万澳元增长到近10亿澳元，自2015年自由贸易协定启动以来翻了一倍多。

“Pleasingly, we have continued strong growth in Australia’s wine exports to China and through the China-Australia Free Trade Agreement there has been added motivation through the gradual reduction of wine tariffs, providing Australian wine exporters with a competitive advantage over key producers such as France, Italy and Spain, ” Bailey added.

“令人高兴的是，澳大利亚对中国葡萄酒出口的增长仍在继续，特别是中澳自由贸易协定为逐步降低葡萄酒关税增加了动力，为澳大利亚葡萄酒出口商提供了超过法国、意大利和西班牙等主要生产国的竞争优势。”贝利补充道。

Changing perception观念变化

Chinese perceptions of Australian wines has seen a marked improvement over the past eight years, particularly in terms of quality and value for money.

中国人对澳大利亚葡萄酒的看法在过去八年中有了很大转变，特别是在质量和性价比方面。

Every year since 2010, industry analyst Wine Intelligence has conducted a brand health check, commissioned by Wine Australia, to measure how consumers perceive Australian wine compared with other wine nations.

自2010年以来，葡萄酒行业分析师每年都会通过澳洲葡萄酒管理局进行品牌健康检查，了解消费者如何比较澳洲和其他国家的葡萄酒比较。

The March 2018 survey, which gauged the views of wine drinkers in 10 markets, found that Chinese consumers gave Australian wine an overall quality score a 7.69 out of 10 in 2010. This figure had increased significantly to 8.32 by 2018, it found.

根据对十个市场的葡萄酒消费者的反馈调查显示，中国消费者在2010年给澳大利亚葡萄酒的整体质量打分为7.69分（满分10分）。到了2018年3月，这个数字增加到了8.32分。

Moreover, mainland Chinese consumers were most proud to serve Australian wine after Australians themselves—tipped by a margin of just 3%.

此外，中国大陆消费者对澳洲葡萄酒的满意度仅次于澳洲本土的消费者，而且两者只相差3%。

Surprisingly Chinese drinkers associated Australian imports with “expensive and fine wines”, beating most other countries by a landslide—77% compared to a survey average of 53%. They were also happiest to recommend Australian wines to others—after Australia, of course.

令人惊讶的是，调查显示，77%的中国消费者将澳大利亚进口葡萄酒的与 “昂贵但优质”联系在一起，以而将其他国家的葡萄酒贴上这个标签的则只有53%，差距巨大。 当然，他们也最愿意向别人推荐澳大利亚葡萄酒。

The Australian wine community’s long relationship with China’s wine trade may have helped form these perceptions, suggests Bailey.

贝利表示，澳大利亚葡萄酒界与中国葡萄酒贸易的长期关系是产生这些变化的原因之一。

“Some people think Australia has enjoyed overnight success in China, and clearly we’ve enjoyed strong growth, but all the exporters who are experiencing strong returns there have been in China for the long term, for 10-15 years building all those relationships that need to be nurture and cultivated in the market to enjoy commercial outcomes,” he said.

“有些人认为澳洲葡萄酒在中国是一夜成名，虽然我们现在的确增长快速，但所有这些获得巨大回报的出口商都早已进入中国市场，这十到十五年来，他们培养和开拓了各种合作关系，才获得了现在的商业成果，“他说。

“Our official records show Australian wine being shipped to Shanghai back to 1936, but it is only really since the commencement of the FTA that we’ve seen an acceleration in demand for Australian wine in China.”

“我们的官方记录显示澳洲葡萄酒最早的出口记录可以追溯到1936年，目的地是上海，但直到自贸协定开始以来，我们才看到中国对澳大利亚葡萄酒的需求的加速增长。”

Australia’s wine businesses also frequently travel to China to build relationships with importers and consumers. They are enthusiasm about the opportunities in the market and in ensuring long-term relationships are established, Bailey added.

澳大利亚的葡萄酒企业也经常前往中国与进口商和消费者建立关系。 贝利补充说，他们很重视在中国市场的机会，并想确保建立长期合作关系。

As one of two key markets identified to receive a dedicated marketing push through the Australian Government’s A$50m Export and Regional Wine Support Package—the other being America—Wine Australia has stepped up its engagement with China in a range of events that showcase Australian wine.

澳大利亚政府为中国和美国这两个市场专门定制了一个预算达5000万澳元的“地区性葡萄酒支持方案”，希望通过一系列展示澳大利亚葡萄酒的活动，加强与中国的联系。

These include Vinexpo Hong Kong, where Australia was the Country of Honour in 2018, as well as the China Roadshow, the Wine Australia China Awards, Hong Kong Wine and Dine Festival and ProWine China.

这些项目包括2018年在香港举行的Vinexpo（国际葡萄酒及烈酒展览会），澳大利亚在会上被评为“荣誉国家”；此外还有以及中国巡回展、澳大利亚葡萄酒中国奖，香港美酒佳肴节和ProWine中国等。

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Export opportunities
迎来机遇


So with consumer appreciation for an Australian drop, a delicated marketing effort, a thriving FTA in place and relationships solidifying with a close trading partner, what does the future have in store for exporters?

因此，有了消费者对澳大利亚的喜爱，专属的营销策略，自由贸易协定的蓬勃发展以及与亲密贸易伙伴的关系巩固，即将发生在出口商身上的会是什么呢？



A surging Chinese middle-class is expected to have added 350m people over the period between 2015 and 2022, and should push consumption of goods and services to triple current levels, to US$14tr by 2030, according to Efic, Australia’s export credit agency.

澳大利亚出口信贷机构Efic的数据显示，在2015年至2022年期间，预计中国中产阶级人数将增加3.5亿，这会将商品和服务的消费量推至目前的三倍，到2030年达到14万亿美元。



“This middle class is willing to pay a premium for quality, safe and reliable products, meaning that wine consumption is growing as people start to buy grape-based wine,” Wine Australia’s report said.

“这些中产阶级群体愿意为优质，安全和可靠的产品付出更高的价格，这意味着人们开始购买葡萄酒，消费量也会随之增长，”澳洲葡萄酒管理局的报告称。



“The strength in depth—solid growth at almost every price point—is one of the more encouraging signals, especially with almost a third of the total export value coming from wines above A$20 per litre,” it added.

“几乎每个价位的产品都在强劲地增长，这种厚度是令人鼓舞的信号之一，特别是几乎三分之一的出口总值来自每升20澳元以上的葡萄酒，”它补充道。



With China’s fast-growing wealth and its taste for increasingly expensive tipples, Aussie winemakers are bound to toast its market’s exciting and plentiful opportunities for some time to come.

随着中国经济的快速增长以及对日益昂贵的葡萄酒的偏爱，澳大利亚酿酒商必将在不远的未来获得许多激动人心的机遇。