Is the Profiteering Era of Imported Wine Agency Coming to an End?

At 11 p.m. on the Bund in Shanghai, Mr. Zhang gently swirls the Bordeaux wine glass in his hand, and the amber - colored liquid ripples in the light. This bottle of dry red wine from the Margaux region in 2015, from being picked in the French vineyard to being placed on the table of Chinese consumers, is backed by a hidden track worth hundreds of billions - domestic wine import agency. Today, let's uncover the truth of this industry that makes countless entrepreneurs "tipsy".

Different from the common perception, import agency is by no means a simple "porter". By analyzing the data of the General Administration of Customs in the past three years, we found that:

• Fine Wine Track: It accounts for 18% but contributes 42% of the profits, suitable for professional teams with wine certification qualifications
• E - commerce - Exclusive Track: It increased by 67% year - on - year in 2023 and requires matching cold - chain logistics and a digital management system
• Custom - Labeled Track: Leading enterprises such as Zhongshitong provide exclusive wine label products for chain hotels through the ODM model

Ms. Li's experience is quite representative: Last year, she represented an Italian brand. Due to not paying attention to the DOCG grade label specification, the entire container of goods was detained by the customs. Common risks also include:

• Cost out - of - control caused by exchange rate fluctuations (it is recommended to use forward foreign exchange settlement)
• The Chinese back label does not meet the GB7714 standard (a 20 - day filing period needs to be reserved)
• Non - compliant warehousing temperature and humidity (the cost of a professional constant - temperature warehouse is 3 times higher than that of an ordinary warehouse)

In the Shenzhen Free Trade Zone, an innovative enterprise uses blockchain technology to achieve full - process traceability "from the grapevine to the corkscrew". Industry veterans have summarized:

• Establish a Minimum Viable Inventory (MVI) model to increase the turnover rate to 5.8 times/year
• Test the market response through niche KOLs on Douyin before deciding on the agency category
• Use SaaS tools to automatically synchronize new tariff policies (the tariff on Chilean wine has been reduced to 0 in 2024)

When the post - 95s start collecting Barolo, and when the average price of wedding wines in third - and fourth - tier cities breaks through 300 yuan, this industry is undergoing an unprecedented reconstruction. Should one choose to be a "scalper" for short - term arbitrage or a long - termist who deeply cultivates the supply chain? The answer may be hidden in the charming wine legs when you raise your glass next time.