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Hugel&Fils

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Introduction of Chinese white wine market As the improvement of people’s life quality, more and more people have the willing to enjoy life. The data from IWSR which shows that the import volume of 9 litres white wine is 10 million cases in 2010 in Chinese market while it is 8.7 million cases in 2009. Though red wine has still taken over 85% market share in China, during the first season in 2013, white wine import volume increased by 39% in Hongkong, and in most cases, Hongkong leads the luxury consumption of mainland. IWSR also predicts that white wine market has the possibility to surpass red wine's. During 2011 and 2015, the growth of white wine will be at 69% while red wine is at 53%. Therefore, there is a huge space for Hugel&Fils to expand their market.

SWOT Analyze
Strength:
High quality products Alsace has a unique micro-climate which ensures a build-up of aromatic components. Second, Hugel&Fils is a brand over 375 years, the better equipment for pressing grapes and handpicked skills can ensure the better wines.
Considerate and professional services Their factory in Colmar can provide customers with considerate services and professional explanation, so is the cellar door. The website is attractive with many languages.
Overseas business and high reputation Hugel&Fils exports 80% of its wines to over 100 countries and it is one of the Primum Familiae Vini which is founded by Top 11 wine family around the world.
Opportunity:
Huge potential consumers A research from Wine Intelligence indicates that nowadays, more and more young people in China especially the middle class and female consumers are interested in white wine, it becomes popular in south China. People from Southern part of China have the taste preference of light and refreshing wine to matches southern dishes.
Focus on Medical Benefits The hazy weather troubles people a

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