Globalisation started affecting the wine market since the end of the ‘70s. Wine production in the New World has gradually increased and improved, reducing the market share of the Old World. At the same time, wine consumption has been steadily decreasing in traditional consuming countries, while rising in some new regions that previously had no experience nor tradition in this field. China has recently become a global player in the wine market. Over the past fifteen years, wine production in China has surged at such speed that many experts in the wine field got impressed. In 2001 China was the fifteenth wine producing country in the world, while in 2012 China reached its peak, ranking fifth. Then, wine production in China started decreasing and in 2015 the country was the ninth wine producing country in the world. Domestic production supplies the majority of Chinese wine demand and it is bound to become polarised between the biggest wine industries focused on quantity and many boutique-wineries striving for quality. At the same time, wine consumption has increased dramatically: nowadays China is the biggest consumer of red wine and the fifth wine consuming country in the world. Since per capita wine consumption is less than two bottles per year, the potential is still huge. The rising middle class will keep on driving China’s wine consumption although this beverage is deemed to be considered a luxury good as long as the majority of consumers will not gain a sufficient knowledge about it. Since consumption has been rising faster than domestic production, import dependence has increased too, from 8% of the wine consumed in China in 2000 to 30% nowadays. In 2015 China was the fifth wine importing country in the world in terms of volume. France makes up 40% of wine imports to China, followed by Australia with 20%. Italy is only the fifth importing country to China, with less than 6% of the market. Chinese wine exports are not threatening producers in the Old and the New World, at least in the medium run. In China, institutional and political variables play a key role also in the wine sector. The anti-corruption campaign that has begun at the end of 2012 caused a decrease of domestic wine production and, to a lesser extent, of consumption too. However, for the next decades China is going to be one of the global player of the wine market, at least in terms of wine consumption and imports.
La globalizzazione ha iniziato ad interessare il mercato del vino dalla fine degli anni ’70 del secolo scorso. Gradualmente, alcuni paesi del Nuovo Mondo hanno aumentato e migliorato la propria produzione di vino, ridimensionando il predominio dei paesi europei. Contemporaneamente, il consumo di vino è diminuito consistentemente nei paesi tradizionalmente consumatori, aumentando però in regioni nuove, senza tradizione ed esperienza nel settore. Tra i paesi che più recentemente stanno assumendo un ruolo di protagonisti nel mercato del vino c'è la Cina. Negli ultimi quindici anni, la produzione di vino nella RPC è aumentata ad un ritmo così veloce da attirare l’attenzione di molti esperti del settore. Quindicesimo produttore mondiale di vino nel 2001, nel 2012 la Cina ha raggiunto il suo massimo storico classificandosi quinto produttore mondiale, per poi scendere a nona in classifica nel 2015. La produzione domestica soddisfa la maggior parte dei consumi del paese ed è destinata a polarizzarsi tra le grandi industrie concentrate sui volumi e le piccole cantine attente alla qualità. Parallelamente, anche il consumo di vino è aumentato in modo esponenziale: la Cina è ora il paese che consuma più vino rosso al mondo ed è il quinto consumatore di vino a livello mondiale. Poiché il consumo pro capite è inferiore alle due bottiglie di vino all’anno, il potenziale è ancora enorme. Trainati dal costante aumento della classe media, i consumi di vino in Cina continueranno a crescere, ma questa bevanda è destinata a rimanere un bene di lusso almeno finché la maggior parte dei consumatori non svilupperà una conoscenza sufficiente di questo prodotto. Poiché i consumi sono aumentati ancora più velocemente della produzione domestica, questa non è riuscita a soddisfare la domanda e le importazioni di vino in Cina sono passate dal rappresentare l’8% del vino consumato nel paese a inizio millennio al 30% attuale. Nel 2015 la RPC era il quinto paese importatore di vino al mondo (per volume). La Francia rappresenta circa il 40% delle importazioni di vino nel paese, seguita dall’Australia con poco più del 20%. L’Italia è soltanto quinta e ha meno del 6% del mercato. Le esportazioni di vino cinese non rappresentano invece una minaccia per i produttori del Vecchio e del Nuovo Mondo, almeno a medio termine. In Cina, le variabili istituzionali e politiche giocano un ruolo importante anche nel settore vitivinicolo. La campagna anti-corruzione iniziata alla fine del 2012 ha provocato un calo della produzione domestica e in misura minore anche dei consumi. Nonostante ciò, per i prossimi decenni questo paese è destinato a rimanere uno dei principali protagonisti del mercato del vino globale, quantomeno per volume dei consumi e delle importazioni.
Cina: nuova protagonista del mercato del vino globale?
CIGOLA, IRENE
2015/2016
Abstract
Globalisation started affecting the wine market since the end of the ‘70s. Wine production in the New World has gradually increased and improved, reducing the market share of the Old World. At the same time, wine consumption has been steadily decreasing in traditional consuming countries, while rising in some new regions that previously had no experience nor tradition in this field. China has recently become a global player in the wine market. Over the past fifteen years, wine production in China has surged at such speed that many experts in the wine field got impressed. In 2001 China was the fifteenth wine producing country in the world, while in 2012 China reached its peak, ranking fifth. Then, wine production in China started decreasing and in 2015 the country was the ninth wine producing country in the world. Domestic production supplies the majority of Chinese wine demand and it is bound to become polarised between the biggest wine industries focused on quantity and many boutique-wineries striving for quality. At the same time, wine consumption has increased dramatically: nowadays China is the biggest consumer of red wine and the fifth wine consuming country in the world. Since per capita wine consumption is less than two bottles per year, the potential is still huge. The rising middle class will keep on driving China’s wine consumption although this beverage is deemed to be considered a luxury good as long as the majority of consumers will not gain a sufficient knowledge about it. Since consumption has been rising faster than domestic production, import dependence has increased too, from 8% of the wine consumed in China in 2000 to 30% nowadays. In 2015 China was the fifth wine importing country in the world in terms of volume. France makes up 40% of wine imports to China, followed by Australia with 20%. Italy is only the fifth importing country to China, with less than 6% of the market. Chinese wine exports are not threatening producers in the Old and the New World, at least in the medium run. In China, institutional and political variables play a key role also in the wine sector. The anti-corruption campaign that has begun at the end of 2012 caused a decrease of domestic wine production and, to a lesser extent, of consumption too. However, for the next decades China is going to be one of the global player of the wine market, at least in terms of wine consumption and imports.È consentito all'utente scaricare e condividere i documenti disponibili a testo pieno in UNITESI UNIPV nel rispetto della licenza Creative Commons del tipo CC BY NC ND.
Per contatti: unitesi@unipv.it
https://hdl.handle.net/20.500.14239/10201