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现状与起因起源于上世纪90年代初的中国酒类市场的“另类”——保健酒,经过10余年的发展,仍然是酒类消费市场的风毛辟角。其市场占有份额远远不足与白酒、啤酒亦或果酒相提并论。据相关数据显示:2003年中国白酒总销量约为460万吨,啤酒约为2800万吨,果酒约为30万吨,而保健酒则为3万吨左右,总产值约在10亿元人民币。其中,湖北的中国劲酒、海南椰岛鹿龟酒、浙江致中和3家约占70％份额。其余的140家保健酒生产企业的160多个保健酒品牌,在保健酒业界,也仅为点缀。尽管诸多白酒巨头在90年代末期纷纷加入到保健酒开发行列,像茅台的不老酒、五粮液的雄酒和最近开发的龙虎酒等等。市场业绩平平。是保健酒市场成熟不够,还是产品技术欠佳?
The status quo and causes originated in the early 90s of last century, China’s alcohol market, “alternative” - health wine, after more than 10 years of development, is still the limestone of alcohol consumption market. Its market share is far less than the share of white wine, beer or wine. According to the relevant data, in 2003, the total sales volume of Chinese liquor was about 4.6 million tons, about 28 million tons of beer, about 300,000 tons of wine and about 30,000 tons of health wine, with a total output value of about 1 billion yuan. Among them, China’s Hubei Wine, Hainan Coconut Island deer turtle wine, Zhejiang Zhizhong and about 70% share. The remaining 140 health wine producers more than 160 health wine brands, health wine industry, but also for the embellishment. Although many liquor giants in the late 90s have joined the ranks of health wine development, such as Maotai non-Liquor, Wuliangye liquor and the recent development of Longhu wine and so on. Market performance mediocre. Health wine market is not mature enough, or poor product technology?