China's imported wine market generated about RMB 38 billion in turnover in 2023, up 7.5% year-on-year,

with imports of nearly 580 million litres. France commanded over 40% market share, while e-commerce channels accounted for more than 32%. The market is forecast to expand at a compound annual growth rate of 6-8% over the next five years,

surpassing RMB 55 billion by 2028.

China's wine market expanded 7.5% last year, with e-commerce capturing 32% and lower-tier cities showing rising demand. France maintains dominance with a 40% share. Under the New Zealand-China free trade agreement, Marlborough Sauvignon Blanc is gaining recognition but still holds a tiny share.

The return of Australian wine intensifies competition, while Chile seizes the low-to-mid end tariff-free. New Zealand small and medium-sized enterprises should focus on premium wines, leveraging the purity brand story to supply directly to wine bars, using Xiaohongshu for seeding and blockchain for provenance. As consumption upgrades favour artisanal wines, small wineries could jointly exhibit, share channel costs, and manage currency and inventory risks.

Keywords: imported wine, market size, competitive landscape, investment outlook, France, e-commerce channel, consumption upgrade, mid-to-high end, compound annual growth rate, policy environment

2023年中国进口红酒市场规模约380亿元，同比增长7.5%，进口量近5.8亿升。法国市场份额超40%，电商渠道占比32%以上。预计未来五年复合增长率6%-8%，2028年规模有望突破550亿元。

中国红酒年增7.5%，电商占比32%，下沉市场崛起。法国占四成，新西兰零关税下长相思渐受认可，但份额微小。澳酒回归加剧竞争，智利凭零关税抢中低端。

NZ SME宜聚焦精品酒，以纯净故事直供酒馆，借小红书种草引流，并用区块链保真。消费升级青睐手工酿制，小酒庄可联合参展，分摊渠道成本，规避汇率和库存风险。

关键词: 进口红酒, 市场规模, 竞争格局, 投资前景, 法国, 电商渠道, 消费升级, 中高端, 复合增长率, 政策环境

AI illustration on MiDeer Observer

Source: Renren Library