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"Moon cake + red wine" was originally the standard of the Mid-Autumn Festival gift market, but Mr. Chen, who operates "Swan Village" and "West Pigeon Wine Village" in Tangshan, Hebei, felt that the market was a little "cold", and its product sales fell about 70% year-on-year. The person in charge of a wine district in Beijing also said that the Mid-Autumn Festival red wine gift box sales were general, and the group purchase orders fell by more than 50% year-on-year.

In response to the downturn in the wine industry, Swan Zhuang, Penfolds and other brands have opened tasting activities before the Mid-Autumn Festival, and some dealers have opened experience stores to boost sales. There is also a platform that puts cost performance in the first place in the selection of products, focusing on the price of 100 yuan and the family daily consumption scene, and the sales of red wine before the Mid-Autumn Festival increased by more than 40% year-on-year.

As the biggest variable of the wine market in 2024, Australian wine surpassed Chile in the first half of the year after the "double reverse" (anti-dumping duties, countervailing duties) measures were cancelled, becoming the second largest source country of imported wine in China. However, the reporter visited the market on the eve of the Mid-Autumn Festival and found that in the sales terminal, French wine still occupies a dominant position in the number of brands, and Australian wine has not significantly increased. According to industry insiders, the Australian wine brand differentiation is obvious, the high-end brand represented by Penfolds has risen in volume and price, and the low-end products below 200 yuan are few people are interested.

"Before the Mid-Autumn Festival, my wine sales were 20 to 30 percent higher than usual, but down about 70 percent from the same period last year." Wine dealer Mr. Chen believes that the alcohol consumption market is mainly in the business scene and holiday gift giving, and the consumption of family self-drinking is limited. Under the current consumption environment, the demand for gifts in the market is reduced, and it is impossible to leverage wine consumption by the Mid-Autumn Festival alone.

In the New World supermarket in Beijing, French Barty winery set up a promotional pile, a number of series with a price of more than 198 yuan are doing "buy one get one free" activities, and prepared a universal gift box for consumers. Chinese wine brand "Great Wall" has also launched several gift boxes, and the average price is much lower than Penfolds One (539 yuan), Rafiausier (399 yuan) and other imported wines. Among them, the "Great Wall Oak barrel collection gift box" (750ml ×2 bottles) original price of 138 yuan, promotional price of 109 yuan; The original price of 218 yuan, including 2 bottles of 750 ml, 2 bottles of 375 ml wine "Great Wall Sheng Shi Zhen Collection gift box", discounted price is only 179 yuan.

It is understood that the sales of wine gift boxes before the Mid-Autumn Festival this year are "lighter than last year", mainly reflected in the small amount of dealer gift boxes ordered, many are using the general gift box during the Spring Festival, and there is no customized gift box packaging specifically for the Mid-Autumn Festival market. Some merchants will use screen printing to print the customer's identity after receiving an order to meet individual needs. In terms of price, the current red wine gift box is dominated by a pair of less than 200 yuan, "at least 300 yuan in previous years."

In fact, the domestic wine market has been depressed for a long time. Wang Xuwei, secretary general of the Wine Importers and Exporters Branch of the China Food, Soil and Animal Import and Export Chamber of Commerce, said at the 2024 Spring sugar wine theme forum that from the perspective of the industry cycle, the wine market has been adjusted for nearly 6 years, and it is difficult to accurately predict the end time of adjustment due to the complex situation and numerous factors; On the other hand, effective demand is insufficient, and the wine market is mainly focused on stock competition.

In the first half of 2024, the wine market did not see clear signs of a rebound. Of the 10 listed and listed wine companies that have released financial reports, only 3 remain profitable. Changyu, whose revenue scale accounts for more than half of the 10 companies, also ended three consecutive years of growth. According to the China Wine Association data, in the first half of the year, the loss of wine enterprises above designated size was 50.9%, sales revenue fell 11.1%, but profits increased by 42.7%.