VINO Co. aims to fullfil the high demand for quality international wines experienced in the chinese market over the past few years, in particular, first class Spanish Rioja wines.
We believe that the sales of Spanish wine makes for a great economic opportunity in China, especially in the capital city of Beijing. Increasingly, the importers, distributors and, most importantly, the general public have become familiar with Spanish wine and its superior quality. Thus, China has become the third most important market for Spanish wine in the world.
The sales of Spanish wine bottled to China increased 41,1 % in value during the first semester of this year, with 36.9 million euros sold between January and July, This has positioned Spain as the third world seller, with 6,9 % of the market, behind France and Australia. 
Statistics indicate that in a decade China will be a substantial market for Spanish partly due to the fall of tariffs since Chinas entry into the World Trade Organization , the fast growing middle and upper class and therefore, the increase of purchasing power.
According to Vinexpo, the wine consumption in China boomed between 2007 and 2011 reaching a growth of 142.1 % with a total of 159.25 million boxes purchased. Although it is foreseen that the growth rate will slow down to 39.6 % between 2012 and 2016, the Chinese will drink 252 million boxes of wine in 2016. 
In 2010 the Chinese bought nearly 47 million liters of Spanish wine. Six times more than in 2009, therefore our sale expectations are enormous. The mid and upper Chinese class is rapidly growing a fondness for quality wines, they enjoy celebrating and consecuently, drink alot. 

Also, the Chinese Government, which is concerned about alcoholism, has started to promote wine as healthy drink and as alternative to distilled sprits that have been up till now the chinese choice of alcohol. This is amoung other reasons why the chinese government has reduced import taxes on wines imported from foreign countries.

We have a lot of work ahead to promote our wine and a growing competition in the market. The Chinese Government has the intention of promoting vineyard cultivation in its own country from now on. They have just planted thousands of hectares of vineyards that in 8 or 10 years already will produce their own wine and will not need us so much. According to the last studies, China will produce more wine than Australia in 3 years, more than E.E.U.U in 6, and more than Spain in 10 or 15 years.
After analysing the obviously favourable market for wine in china, we came up with the idea of VINO, a privately owned enterprise which would offer the opportunity for chinese mid/upper class residents in Beijing to buy exceptional quality Spanish wines. Located in one of the most expensive and chic areas of Beijing customers will be able to sample a range of only the best wines from spain. We want to create a comfortable, modern and elegant ambiance with personalised and individual customer service and great attention to detail. The customers we expect to be catering for would be the middle to upper class, with wine ranging from 140 to 3000 rmb per bottle. Also, making VINO a unique enterprise, we will have a wine bar attached to the store where customers can come with their friends to savour a glass of wine before dinner or a night out on the town.
Around the area we have chosen to locate our first shop there are very few wine stores and most certainly none which specialize in Spanish wines. We will be located very near to 4 Spanish restaurants which we hope will attract people in the area to go for the full monty; a lovely relaxing Spanish dinner after a tasting of some of the best Spanish wines before heading out or simply before returning home. There are many foreigners who frecuent this part of town and it is mainly the affluent chinese beijingers that we reckon would fully appreciate and be willing to try this new experience.
This Business Plan is prepared to obtain financing in the amount of 10000000 RMB to cover mainly the rent of our shop location in Sanlitun. This startup loan will help funding the rehabilitatation of the interior of the establishment to keep the wine stored in the perfectly adecuate way and at the right temperature in addition to decorating and prepping the store to our likings. Additional financing has already been secured in the form of 1300000RMB of personal savings.
Once refurbished, our store and wine bar will consist of 150 square meters filled with elegant and modern furnishings , finished in the best quality materials that enable storage of plenty of wine yet space for socializing and sampling. The idea is to create an store that will allow the customer to feel comfortable, browse through all our different wines and feel at ease socializing, sampling and learning about the wines on offer.