China Roadshow 2020 1-8 June 2020 Nanjing Qingdao Xiamen Guangzhou - City briefs - Wine Australia
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China Roadshow 2020 1–8 June 2020 Nanjing Qingdao Xiamen Guangzhou City briefs 1 China Roadshow 2020 • Wine Australia
INNER MONGOLIA LIAONING
BEIJING
TIANJIN
GANSU HEBEI
NINGXIA
SHANXI
SHANDONG Qingdao
Qingdao
SHAANXI
HENAN
JIANGSU
Nanjing
ANHUI
SICHUAN HUBEI
CHONGQING
SHANGHAI
ZHEJIANG
HUNAN JIANGXI
GUIZHOU
FUJIAN
YUNNAN Xiamen
GUANGXI GUANGDONG
Guangzhou
HAINAN
Nanjing → Qingdao → Xiamen → Guangzhou
1 JUNE 3 JUNE 5 JUNE 8 JUNE
2 China Roadshow 2020 • Wine Australia
Overview
China has grown quickly over the last five grown from $73 million in 2008 to $1.13 billion
years to become one of the world’s largest (FOB) in year ending September 2019. Hong
markets for imported wine. With a population Kong has also shown strong growth over that
of 1.40 billion in mainland China, a burgeoning timeframe, increasing from $36 million to
middle class and modernising consumers, it $114 million, while Taiwan has increased from
presents enormous opportunities for Australian $10 million to $21 million.
wine brands and businesses.
With the recent decline in French imports,
Australia has taken over the number one
China – Australia’s number one
position in the value of imports to mainland
export market by value China and was third behind Chile and France
China has grown quickly over the last five in volume in year ending November 2019.
years to become one of the world’s largest Australia also has the highest average price per
markets for imported wine and in 2018–19, litre of wine among the five biggest importers.
China sat in fourth place by value and volume.
Consumption of imported grape wine is
With a population of 1.40 billion in mainland
expected to continue growing, especially with
China, grape wine consumption has been
the help of internet retailing and chained
driven by a burgeoning middle class and
operations opening access into lower tier cities.
modernising consumers that associate wine
For Australian wine, forecasts published by the
with high social status and a sophisticated
International Wine and Spirit Record shows
lifestyle. These consumers are willing to
consumption growing at 10 per cent each year
spend more but they are also becoming more
from 2018 to 2023.
discerning about wine as their knowledge
improves with more attention being paid to the The China Roadshow has been an annual
origin, its branding, taste, cultural background activity hosted by Wine Australia since 2012.
and value for money. This shift in consumer The tour visits one tier one city and three from
knowledge of grape wine is partly to blame lower tier cities (how tiers are distinguished).
for the recent slowdown in imported wine
growth rates to China. The slowdown itself has Travelling to the four cities over eight days,
mostly been due to fewer French and Spanish Australian wine exhibitors will have the
imports as new world wines come into favour, opportunity to connect with importers,
thus presenting enormous opportunities for distributors, wholesalers, influencers, buyers,
Australian wine brands and businesses. VIPs, sommeliers and media to drive awareness
and increase export sales of Australian wine.
Australian wine has experienced extraordinary
growth in exports to China over the last To get into the spirit of the Roadshow, with its
decade. The implementation of the China– action-packed program, in this document there
Australia Free Trade Agreement in 2015 are some fast facts about each of these cities.
gave impetus to an already strong market.
Mainland China is the number one destination
for Australian wine exports by value and has
3 China Roadshow 2020 • Wine Australia
Nanjing TIER • Nanjing, capital of Jiangsu province, is located along the
JIANGSU
2
CITY
Yangtze River, 300km up from Shanghai City and is a major
industrial and communications centre.
• Declared as a ‘new first tier’ city by chinadaily.com.cn
1 June 2020 • The area’s total employed population is expected to rise from
2018 to 2025 at an average annual growth rate of 1.6%.
GDP CNY 1,253B • An inland port city and transportation hub and one of the
EMPLOYED POPULATION 4.2M four great capital cities of the ancient empires.
% OF WORKING AGE 64.5% • Ranked #6 in five-year average forecasted growth in
POPULATION (15–64 YEARS)
disposable income.
DISPOSABLE INCOME CNY
PER ADULT 93,574 • In volume terms, one in five (20 per cent) of all wines
RANKED 6/61 CITIES
imported to its eastern port was Australian and the province
is the seventh largest import destination of Australian wine as
CONSUMER SPEND 30.7%
AS % OF GDP at year to date October 2019.
SPEND ON ALCOHOLIC CNY 7.4B • Nanjing was last visited by the China Roadshow in 2015.
BEVERAGES AND TOBACCO 7.8% • The weather during the Roadshow is expected to reach a
5Y CAGR
maximum of 34°C and a minimum of 24°C as June marks the
beginning of summer.
Source: Euromonitor International
5 YR CAGR – 5 year Compound Annual
Growth Rate – 2018 to 2023
4 China Roadshow 2020 • Wine Australia
Qingdao TIER • Qingdao, capital of Shandong, is an eastern port city
SHANDONG
2
CITY
bordering the Yellow Sea.
• Declared as a ‘new first tier’ city by chinadaily.com.cn
• The area’s total employed population is expected to rise from
3 June 2020 2018 to 2025 at an average annual growth rate of 1.5%.
• The port is the fourth busiest in China.
GDP CNY 649B
• In volume terms, almost one in four (23 per cent) of all wines
EMPLOYED POPULATION 2.8M
imported to its port was Australian and the province is the
% OF WORKING AGE 75.8% third largest import destination of Australian wine as at year
POPULATION (15–64 YEARS)
to date October 2019.
DISPOSABLE INCOME CNY 83,578
PER ADULT • Ranked #16 in five-year average forecasted growth in
RANKED 16/61 CITIES
disposable income.
CONSUMER SPEND 33.8%
• Famous for Tsingtao Beer, a legacy of the German
AS % OF GDP occupation (1898–1914).
SPEND ON ALCOHOLIC CNY 4.4B • Qingdao was last visited by the China Roadshow in 2014.
BEVERAGES AND TOBACCO 8.1%
5Y CAGR • The weather during the Roadshow is expected to reach a
maximum of 22°C and a minimum of 16°C.
Source: Euromonitor International
5 YR CAGR – 5 year Compound Annual
Growth Rate – 2018 to 2023
5 China Roadshow 2020 • Wine AustraliaXiamen TIER • Xiamen is a port city on China’s southeast coast.
FUJIAN
2
CITY
• The area’s total employed population is expected to rise from
2018 to 2025 at an average annual growth rate of 1.8%.
• One of China’s five Special Economic Zones
5 June 2020 • In volume terms, less than one in five (18 per cent) of all wines
imported to its port was Australian and the province is the
GDP CNY 464B fifth largest import destination of Australian wine as at year
EMPLOYED POPULATION 2.5M to date October 2019.
% OF WORKING AGE 76.3% • The city has the eighth busiest port in China. The port
POPULATION (15–64 YEARS)
handles a lot of the trade between mainland China and
DISPOSABLE INCOME CNY 81,829
PER ADULT
Taiwan.
RANKED 20/61 CITIES
• Ranked #20 in five-year average forecasted growth in
disposable income (source: Euromonitor).
CONSUMER SPEND 40.6%
AS % OF GDP • Xiamen was last visited by the China Roadshow in 2016.
SPEND ON ALCOHOLIC CNY 4.6B • The weather during the Roadshow is expected to reach a
BEVERAGES AND TOBACCO 9.0% maximum of 29°C and a minimum of 23°C. June has the
5Y CAGR
highest rainfall and can also get quite humid.
Source: Euromonitor International
5 YR CAGR – 5 year Compound Annual
Growth Rate – 2018 to 2023
6 China Roadshow 2020 • Wine AustraliaGuangzhou TIER • Guangzhou is the capital of Guangdong Province located on
GUANGDONG
1
CITY
the South China Sea coast.
• The area’s total employed population is expected to rise from
2018 to 2025 at an average annual growth rate of 5.3%. The
population growth in the area is likely to be driven by the rise
8 June 2020 in migrants from other cities and provinces (source: Global
GDP CNY 2,247B Data).
EMPLOYED POPULATION 7.6M • Guangdong Free Trade Zone was established in 2015 with
% OF WORKING AGE 75.2% one of its focus’ to act as a pilot zone for financial opening-
POPULATION (15–64 YEARS) up, cultural education and high technology.
DISPOSABLE INCOME CNY 96,621 • The city has the fifth busiest port in China and in volume
PER ADULT
terms, around one in four (24 per cent) of all wines imported
RANKED 3/61 CITIES
to its port was Australian and the province is the second
CONSUMER SPEND 33.2% largest import destination of Australian wine, behind
AS % OF GDP
Shanghai, as at year to date October 2019 (source: Global
SPEND ON ALCOHOLIC CNY 17.1B
BEVERAGES AND TOBACCO
Trade Atlas).
8.0%
5Y CAGR • Ranked #3 in five-year average forecasted growth in
disposable income (source: Euromonitor).
• Guangzhou was last visited by the China Roadshow in 2015.
• The weather during the Roadshow is expected to reach a
maximum of 34°C and a minimum of 26°C. The weather in
June can be rainy and muggy interspersed with hot days.
Source: Euromonitor International
5 YR CAGR – 5 year Compound Annual
Growth Rate – 2018 to 2023
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