In the past 2023, China's wine industry finally ushered in the first industry data recovery in nearly a decade. According to the data released by the China Wine Association, in 2023, the national wine industry completed a total wine production of 300,000 million liters, an increase of 3.4%; Cumulative sales revenue of 9.09 billion yuan, an increase of 4.8%; The total profit reached 220 million yuan, an increase of 2.8%.

But did not expect that in the first half of 2024, this warming trend has not become an industry turning point, the reporter visited and found that Beijing, Tianjin, Shandong wine merchants said that the first half of the wine market is still weak.

Data released by the China Wine Association from January to May showed that wine production was 49,000 million liters, down 0.6% year on year, and sales revenue was 1.91 billion yuan, down 9.6% year on year.

The domestic wine industry is also showing a trend of increasing differentiation. In the Ningxia wine region, for example, newer wineries with aggressive marketing strategies, such as Xige Winery, are still growing, but older wineries with backward business traditions are facing difficulties. In the case of the overall contraction of the wine industry, Xige Winery carried out a new round of vineyard expansion in 2023, and officially announced the construction of a new wine winery in Zhonglinka Township, Zuogong County, Qamdo City, Tibet Autonomous Region in 2024, laying out the wine segment market in China's plateau region. Enterprise check data show that from last year to the first half of this year, Ningxia Royal Horse Winery and Luoshan Winery were confirmed to have entered the bankruptcy process, and Yinchuan Baggs Winery faced tax arrears and was listed as the executioner by the local court.

In the view of the industry, the problem of the domestic wine market is difficult to reverse in the short term, and the industry is facing a situation of unbreakable.

Xi Kang, invited executive director of the China Wine Association and chairman of the Chinese Spirits and Wine Committee of the Hong Kong Wine General Chamber of Commerce, told the First financial reporter that the domestic wine category is still challenging, like a girl admitted to the ICU, very young but slow disease, premature aging. Recently, the Australian wine has returned to the specific drug, although it has been entered, but the efficacy has not been obvious. As the mainstream consumer groups of domestic wine are neither high-end and high-end business consumption firmly occupied by China's famous liquor, nor mass consumption, but middle-income groups and young consumers, the above groups are also affected by the macro economy, so the market prospects of wine categories are difficult to judge.