Since 2021, although the domestic wine has been leading in the recovery rate, the passive situation of imported wine has begun to reverse. But overall, the recovery of the domestic wine industry is still lagging behind the Baijiu and beer.
Zhang Yuming, chairman of the board of directors of the National People's Congress, and Zhang Yujiang, chairman of the National People's Congress, called on the two representatives of the wine industry to strengthen the construction of wine brands in 2022.
industry recovery process lags behind
From the perspective of industry development, driven by the national tide and quality improvement, the domestic wine industry began to show signs of "turning over" in the market in 2021. However, on the whole, the performance of the domestic wine industry has been sluggish in recent years, especially the impact of the epidemic in 2020 on the industry has not subsided.
According to the data released by the National Bureau of statistics from January to October 2021, the output of wine enterprises above Designated Size in China was 205000 kiloliters, a year-on-year decrease of 34.7% in 2020, which was more serious than the epidemic, the revenue was 6.74 billion yuan, a year-on-year decrease of 12.6%, and the net profit was 215 million yuan, a year-on-year decrease of 5.5%.
At the same time, the operating efficiency of China's wine industry has also decreased significantly, and the operation of wine enterprises has entered a cold winter.
According to the financial report, in 2020, China's 12 listed wine enterprises achieved an overall revenue of about 4.38 billion yuan and an overall profit of 60 million yuan, a decrease of 92% compared with 2019, of which 4 made profits and 8 made losses. From January to September 2021, the overall profit of Chinese wine enterprises above designated size was about 220 million yuan. However, considering that the net profit of Zhangyu, the leading enterprise in the industry, was 450 million yuan in the first nine months, it means that other wine enterprises except Zhangyu had a total loss of about 240 million yuan.
During this year's "two sessions", Zhou Hongjiang, deputy to the National People's Congress and chairman of Zhangyu, and Jiang Ming, founder and chairman of Tianming group, said that the development of domestic wine industry is facing a series of difficulties.
On the one hand, it comes from the problems faced by its domestic wine industry.
For example, there is a lack of high-quality grape seedlings in China, and the mechanization of grape planting is low, which has brought higher costs. Due to the downturn of China's domestic wine industry, the output has declined for nine consecutive years, which has affected the cultivation of wine grapes in the upstream, the income of farmers is low, the enthusiasm is reduced, and there is not enough funds to improve the quality of wine, It has brought adverse effects on the development of domestic wine industry.
On the other hand, it also comes from the game between imported wine and domestic wine.
According to Zhou Hongjiang, China treats wine as an industrial product. According to China's current tax policy, wine production and processing enterprises mainly bear three major tax burdens, namely, value-added tax, consumption tax and enterprise income tax. Among them, value-added tax is 13%, consumption tax is 10%, and enterprise operation income tax should be calculated according to product profits, up to 25%, Moreover, wine is managed as an industrial product, and there are basically no subsidies and support policies in grape planting.
It is understood that internationally, wine is taxed according to Shenzhen Agricultural Products Group Co.Ltd(000061) and enjoys corresponding policies, subsidies and support policies. In particular, Europe, Australia, Chile and other countries have given relevant subsidies and support to the cultivation of front-end wine grapes. As a result, domestic wine lacks advantages over imported wine in cost.
call for support to build Chinese wine IP
Zhou Hongjiang said that China's wine grape planting and wine production are mainly distributed in 26 provinces, autonomous regions and cities such as Xinjiang, Ningxia and Gansu. The planting area in 2021 is about 1.2 million mu, driving about 1.5 million people to employment. It is a rare section that can link the primary, secondary and tertiary industries, and plays an important role in Rural Revitalization and social development in the western region.
Therefore, he suggested that the domestic wine industry should be systematically supported in many aspects to enhance the competitiveness of China's domestic wine industry. For example, increase investment in scientific research, optimize varieties and cultivation techniques, and promote the mechanization of the whole process of wine grape planting; It is suggested that the state and local governments at all levels can introduce more, stronger and more supportive preferential policies or financial support for the national wine grape planting industry.
It is worth noting that in recent years, the overall quality of Chinese domestic wine has been greatly improved, but it often faces the embarrassment of not being popular, which is related to the current situation that the cultural promotion and brand publicity of domestic wine are subject to the status of imported wine. In this regard, both Zhou Hongjiang and Jiang Ming expressed the hope that the state can increase support for domestic wine brands and create "Chinese wine" IP, including promoting the public brand of "Chinese wine" and improving consumer awareness.
This has always been a worry in the development of China's wine industry. As the development of modern wine industry is dominated by the west, it has also established a complete set of knowledge, evaluation and discourse expression system. For a long time in the past, the market and promotion of China's wine market were mostly based on this framework system, which also completed the Enlightenment of China's wine consumption market.
However, this system is dominated by the European and American wine industry, in which Chinese wine is "underrepresented", which has also brought some negative effects to the market. Jiang Ming said that under the influence of foreign wine culture promotion and brand publicity, some Chinese consumers blindly pursue imported wine and regard drinking imported wine as fashion, which restricts the consumption of domestic wine.
The reporter learned that under the blind pursuit of imported wine in the market, some inferior wines are shoddy, low quality and high price occur from time to time, which also affects the growth of Chinese wine consumption.
Since 2018, the China Wine Industry Association has also been working with Chinese wine enterprises and industry experts to jointly promote the construction of "Chinese wine sensory evaluation system" and try to change the lack of voice of domestic wine.
In this regard, Zhou Hongjiang also suggested that the wine circulation market should be standardized, including the use of Chinese wine evaluation system standards, the sensory evaluation of wine products circulating in the Chinese market, and the circulation order of Chinese wine market should be standardized.
