Wenyun Wine Network.The growth of exports confirms the development potential of rice wine in overseas markets. With the help of exports, price increases, etc., rice wine is gradually getting rid of the old and low-end labels, accelerating change, and ushering in high-end.
In recent years, the growth rate of rice wine in overseas markets has continued to extend the imagination.
According to data from the General Administration of Customs, domestic rice wine exports will be about 1 in 2022180,000 kiloliters, an increase of 692%；The export value was 15.1 billion yuan, a year-on-year increase of 1831%。Although the export volume of rice wine from January to October this year decreased slightly by 2% year-on-year, it remained stable overall.
The growth of rice wine faucets in overseas markets is obviously more resilient.
In the first three quarters of this year, the revenue of Guyue Longshan and Huijishan in overseas markets increased significantly. Although overseas sales account for a limited proportion of overall revenue, the increase also confirms the growth potential of rice wine in overseas markets.
Exports are stable as a whole, and the overseas momentum of niche rice wine is strong
Compared with the export performance of rice wine in the past five years, the export of rice wine will pick up rapidly in 2022, and factors such as high-end and tariff reduction and exemption cannot be ignored.
On January 1, 2022, the Regional Comprehensive Economic Partnership (RCEP), the world's largest free** agreement, entered into force. According to the agreement, the tariffs imposed by Japan on China's export of rice wine will be reduced year by year, and will be reduced to zero tariffs in the 21st yearSingapore and other countries will immediately reduce tariffs to zero on the date of entry into force of the agreement;Thailand will take 20 years to reduce tariffs to zero by 60%.
Since 2022, Japan has cut import tariffs on rice wine under RCEP three times in a row, and the tariff paid per liter of rice wine after arriving in Japan has dropped to 3634 yen (about RMB 1.)77 yuan).
Under the influence of favorable policies, the proportion of rice wine sales to Japan has gradually increased. According to the data of the General Administration of Customs, from January to October this year, the number of rice wine exported to Japan was 0340,000 kiloliters, and the proportion of exports increased to 35%. The second largest export destination for rice wine is Hong Kong, China, accounting for about 17%, followed by Italy, the United States, and France, accounting for about % of the total.
At present, the main consumers of rice wine in Japan, Hong Kong, China and other markets are local residents, and consumers in other overseas markets are mainly local Chinese.
In Japan, rice wine and sake have similarities in brewing ingredients, technology, taste, and category awareness, and the similarity of categories and a high sense of cultural identity are the keys to rice wine taking root in the Japanese market.
Boosted by the RCEP agreement, the future export growth of rice wine is worth looking forward to.
Shaoxing rice wine, the export benchmark of the production area under the cooperation of government and enterprises
Zhejiang, a major rice wine producing province, is also the absolute main force of domestic rice wine exports. From January to October this year, the export volume of Zhejiang rice wine was 0840,000 kiloliters, accounting for 87% of the total exports5%。Guangdong, Fujian, Shandong, Jiangsu and other places accounted for less than 10% of the total export of rice wine.
The export growth of Zhejiang rice wine also benefited from the steady development of rice wine. In 2022, Zhejiang's rice wine export volume will increase by more than 10% year-on-year, and the export value will increase by 20% year-on-year.
According to relevant data cited by People's Daily Online, the export value of Shaoxing rice wine in 2022 will be about 1100 million yuan, a year-on-year increase of 254%, of which 0600 million yuan, a year-on-year increase of 523%。
As a characteristic industry of Shaoxing, rice wine has a high reputation and reputation in the domestic and foreign consumer markets, and has a very long export history, which can be traced back to the Ming and Qing dynasties, and is exported to Nanyang, Japan and other places.
Since the fifties of the last century, the export volume of Shaoxing rice wine has been in a state of steady growth. Today, the average annual export volume of Shaoxing rice wine is maintained at 1With about 50,000 tons, it is the area with the largest export of rice wine.
As the largest production area of rice wine, Shaoxing's advantage in the export end of rice wine lies not only in the popularity of the origin and brand, but also in the vigorous promotion of local enterprises.
In September this year, the local government of Shaoxing issued implementation opinions to promote the development of the rice wine industry, proposing to enhance the influence and reputation of the "Shaoxing Rice Wine" brand in the national and global rice wine market, start the regional brand, and make good use of the "100 list" of the China-EU Geographical Indications Agreement and the preferential tariff provisions of the Regional Comprehensive Economic Partnership Agreement (RCEP) to expand the export of "Shaoxing Rice Wine".
In addition, the document also supports local rice wine enterprises in Shaoxing to jointly participate in domestic and foreign wine and food expos and trade fairs, expand the market, and enhance the regional brand influence and market share of rice wine.
In terms of cultural communication, the document proposes to give full play to the resources of Vietnamese businessmen, advocate "the world's more businessmen", promote "more wine in the world", expand the rice wine consumption market, and actively promote Shaoxing rice wine to become the main wine of Zhejiang Province's "three sacrifices" (Jinyun Xuanyuan memorial, Shaoxing Dayu memorial, Quzhou Nankong memorial), domestic and foreign official activities and international conferences, etc., to enhance the popularity and reputation of Shaoxing rice wine.
Historical and cultural accumulation, preferential tariff policies and local strong support for exports, so that Shaoxing rice wine can maintain a good export volume for a long time, the continuous growth of foreign trade in the future and the continued preferential policies will undoubtedly further promote the export growth of Shaoxing rice wine.
Can rice wine bring a new solution for Chinese wine to go overseas?
As a unique brewed wine in China, rice wine has a long history of development and full of category characteristics, from the perspective of the growth rate of overseas markets, the acceptance of rice wine in overseas categories is extremely high, and the shaping of the consumption scene of table wine is also very successful. While achieving high growth from a small base, the average export price of rice wine is also increasing.
According to the data, the export of rice wine per liter in 2022** is about 128 yuan, a year-on-year increase of about 11%, an increase of 16 compared with 20198%。However, compared with the average price increase of imported rice wine, there is still a lot of room for improvement in the export of rice wine.
Customs data shows that the average import price of rice wine in 2022 will be 119 yuan liters, a year-on-year increase of 608%, an increase of 78 from 20194%。It is worth mentioning that the main import of rice wine is the re-import of domestic rice wine after export, accounting for nearly 70%.
Compared with the liquor category, thanks to the long-term shaping of the image of the production area and the deep impression of the category cognition, the consumption cognition of rice wine in overseas markets is more mature, and the competitiveness of rice wine in overseas markets has been further enhanced with the help of preferential tariff policies. Therefore, although the overseas consumption base of rice wine is currently small, the growth potential cannot be underestimated.
In recent years, the high-end of rice wine has been accelerating, and the product structure and category brand image are continuing to be renewed, which is expected to further enhance the international image of rice wine. Under the leadership of the core production areas and category leaders, there is still more room for growth for the collective of rice wine to go to sea.