According to the Chinese Customs Statistics, wine importation in 2018 has declined at a significant level. The poor numbers for the fourth quarter have significantly contributed to this decline.
Despite the lower importation numbers, more Chinese consumers are incorporating wine into their routine. Their thoughts about wine are evolving and rationalizing.
This unexpected evolution of market has profoundly marked the year of 2018. 
How can you explain the reduction of wine importation while the Chinese are consuming more than ever?
The answer is multi-faceted.
After a significant market growth for the last five years, most of the virgin land has been conquered by principal wine-producing countries. Since consumers have more choices of products, only the sellers that offer fine wine and adopt relevant marketing strategies will survive the competition.
Meanwhile, many young adults begin to drink wine. Many generation X,
Additionally, social networks play an important role during the market transition period.
Many big wine companies have set up accounts on popular platforms such as WeChat (Facebook of Chinese) or et Weibo (Twitter of Chinese) to promote their brand. 
Drinking wine is more than simply drinking the beverage; it is being part of a lifestyle that wine merchants on social media
Guillaume Deglise, CEO of Vinexpo estimates that China will become the second largest wine market in 2020, with a potential volume of 21.7 billion USD. 
 Wang Ying, “Looking Back at 2018 Imported from China,” China Wine Network, Feb. 13, 2019
 Wu Ruineng, “The Wine Industry is Entering the Media Era at Full Speed. Are You Ready to Pan the Gold?” Wine World Online, July 27, 2018
 Natalie Wang, “China to Become Second Largest Wine Consumer by 2020,” The Drinks Business, March 2, 2017