In May 2025, China's wine import value fell 10.68% year-on-year, a notable decline. The data from customs statistics reflects the poor performance of the wine import market in May,

possibly influenced by factors such as weak domestic consumption, high inventory levels, and an economic slowdown. Specific import volumes and source country data were not disclosed,

but the year-on-year decline warrants attention.

For New Zealand wine exporters, the 10.68% decline in China's import value in May signals demand-side pressure, requiring vigilance against short-term market contraction risks. On one hand, macroeconomic slowdown may suppress consumer purchasing power, with mid- to low-end wines facing inventory pressure; on the other hand, there may be structural opportunities in the premium segment, where boutique New Zealand wineries can leverage quality differentiation to solidify brand loyalty. Moreover, competition has intensified since Australian wines returned to the Chinese market, so New Zealand needs to strengthen unique selling points such as organic and sustainable practices.

It is recommended to monitor the potential consumption rebound during the Mid-Autumn Festival and National Day holiday peak in the second half of the year, while exploring online channels and food-service partnerships to reduce reliance on traditional wholesale channels. In the long term, Chinese consumers' wine awareness is rising, and the trend towards quality-first remains unchanged, but patience is needed for market recovery.

Keywords: wine, import value, year-on-year decline, May, Chinese market, weak consumption, New Zealand wine

2025年5月，中国葡萄酒进口额同比下降10.68%，降幅明显。该数据来自海关统计，反映当月葡萄酒进口市场表现不佳，可能受国内消费疲软、库存高企及经济放缓等因素影响。具体进口量及进口来源国数据未披露，但同比下滑趋势值得关注。

对于新西兰葡萄酒出口商而言，5月中国进口额下降10.68%意味着需求端承压，需警惕短期市场萎缩风险。一方面，宏观经济放缓可能抑制消费者购买力，中低端葡萄酒面临库存压力；另一方面，高端市场或存结构性机会，新西兰精品酒庄可凭借品质差异化巩固品牌忠诚度。此外，澳大利亚葡萄酒重返中国市场后竞争加剧，新西兰需强化有机、可持续等独特卖点。

建议关注下半年中秋国庆旺季的消费反弹潜力，同时探索线上渠道与餐饮合作，降低对传统批发渠道的依赖。长期看，中国消费者对葡萄酒认知提升，品质优先趋势不变，但需耐心等待市场回暖。

关键词: 葡萄酒, 进口额, 同比下降, 5月, 中国市场, 消费疲软, 新西兰葡萄酒

Photo by Barni1 on Pixabay

Source: Baijiahao