The Chinese wine market (2006)

Résumé du document

We are going to enter Shanghai wine market with our French wine such as Roman County, which is expensive but excellent taste. Now is the most perfect time to go into China wine market of high income because there three advantages for us. Our goal is to take more than 10% of market share in Shanghai wine market in 5 years. However, at first, we have to develop our French wine's image and a global brand not only for shanghai but also for Chinese market. At present, wine consumption represents 4 milligrams per year per person, and is very low compared to other alcohols. The world figure is 60 milligrams. China offers a lot of potential for wine sales. As the population's spending power continues to grow, long term trade opportunities are developing for imported wines. In the big urban centers, especially Beijing, Shanghai and Guangzhou, boasting the largest western food markets, most consumers are becoming more and more interested in wine because of the publicity about it health benefits rather than its actual taste. They generally take into account the price.

Extraits

[...] Here are some important points concerning the behavior of Chinese consumers. When it comes to spirits: 29% of the entire Chinese population is frequent drinkers drink often or sometimes never drink. Alcoholic drinks consumed according to market share: 37% beer "Bai Jiu" strong alcoholic drink); 16% "Huang Jiu" (made from rice) wine Reasons for drinking wine: 40% during banquets and business meals for the sheer pleasure out of habit. When it comes to imported wines, most Chinese don't drink them because the price is too high. [...]

[...] It is used to add to the fun during festive times to highlight the happy and exciting moment due to its inciting effect. Surrounding tables and playing drinking games, with glass clinking, people will soar up both physically and mentally. Unfortunately, there are always some drunk after too much consumption. - Chinese liqueur market As we mentioned before, Chinese culture of drinking can not be exception. Chinese wine market is still small compared to other liqueur market (cf. graph 1). [...]

[...] In the next few years, China holds the greatest development potential for the wine industry. Market competition will further intensify, and market concentration will decrease. The wine industry will usher in the age of joint ventures, mergers and alliance. The number of imported wine between 1996 and 1998 increased by 10 times and the market growth more than growth annually. Compared with the annual growth rate in the world market, China has become the market with the most potential in Asia, or even in the whole world. [...]

[...] : To do this can help us improve the knowledge of the French wine and people will know that if they spend more money they will be satisfy with quality of French wine. In the other word, it's worth their money For the distributor who has a large amount of order, we'll arrange the vineyards tour in France and lucky draw will be held. The vineyards tour will provide all participants to understand more for the vineyards, production facilities and quality of French wine producers. To do this will increase volume of sell. [...]

[...] Marketing Strategy 4.1 Marketing Mission Creating the culture of eating Chinese food with wine Bring the customer full satisfaction thorough a rich and delicious wine tasting Shanghai, which means city of Wine' 4.2 Marketing Objectives To influence the customer consumption of wine To increase the sell of French wine To increase the market share of our company To have different channel of distribution for a well-adapted offer 4.3 Financial Goals Using VC Chinese people don't trust people. So We had better establish the joint venture with Chinese company. According the Chinese law, our share will be 49%. [...]