...MarketLine Industry Profile Wine in China August 2013 Reference Code: 0099-0800 Publication Date: August 2013 WWW.MARKETLINE.COM MARKETLINE. THIS PROFILE IS A LICENSED PRODUCT AND IS NOT TO BE PHOTOCOPIED China - Wine © MARKETLINE THIS PROFILE IS A LICENSED PRODUCT AND IS NOT TO BE PHOTOCOPIED 0099 - 0800 - 2012 Page | 1 EXECUTIVE SUMMARY Market value The Chinese wine market grew by 20.7% in 2012 to reach a value of $22.7 billion. Market value forecast In 2017, the Chinese wine market is forecast to have a value of $44.9 billion, an increase of 97.8% since 2012. Market volume The Chinese wine market grew by 18.6% in 2012 to reach a volume of 1,564.1 million liters. Market volume forecast In 2017, the Chinese wine market is forecast to have a volume of 2,909 million liters, an increase of 86% since 2012. Category segmentation Still wine is the largest segment of the wine market in China, accounting for 96% of the market's total value. Geography segmentation China accounts for 54.2% of the Asia-Pacific wine market value. Market share Yantai Changyu Group Company Limited is the leading player in the Chinese wine market, generating a 21.9% share of the market's volume. Market rivalry The Chinese market for wine is fairly fragmented with numerous players present. China - Wine © MARKETLINE THIS PROFILE IS A LICENSED PRODUCT AND IS NOT TO BE PHOTOCOPIED 0099 - 0800 - 2012 Page | 2 TABLE OF CONTENTS Executive Summary .......
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...Quentin VATELOT April, 15 2013 Asian Economics The wine business in China. For about 20 years, China has shown a particular interest to wine. China has been making various forms of wine for some 2,000 years, although not in a style resembling western wines until the 20th century. China claims over 160,000 acres of vineyards nationwide, but many are located in remote areas, such as Xinjiang, where Silk Road traders brought seeds centuries ago. Despite this history, the wine industry in China has only recently begun to develop into a significant market. Twenty years ago Chinese consumers tended to drink beer and grain spirits, but in 1987 the Chinese Government began to focus on reducing alcohol related illnesses and encouraged consumers to drink less grain-based spirits, and more beer and grape wine. In the 1990, wines in China were really bad quality, and small quantity. For 20 years, they have imported European type of grapes and techniques that increase the production and the wine quality. This interest to wine is mainly due to the emergence of a high class in China who has been more and more interested in European luxury goods like wine and other spirits like Cognac which China is already the biggest market. Wines have gradually attained consumer acceptance, not least due to Chinese Premier Li Peng, who in 1996 decreed that state banquets should be enjoyed with wine instead of spirits. The influence of western eating and drinking habits has been key in this...
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...China wine market 1.1.2 Asia wine market SWOT Analysis Strengths—Huge background, High-quality products, K/A (Key Account)Customer communication system, Mystery of France. Weaknesses--The confusion wine market, how to make our brand become a well-known brands, how to open the sale channel Opportunities--Huge market demand, purchasing power &private consumption growth, Traditional viniculture present, the right distribution partners, the good advertising partners Threats--Aggressive producers, Domestic product, Consumer acceptance 1.2 China wine market general introduction As we all know, Asia market now is a new develop market, it is still confusion (the wine law, the regulation).So, we choice the focus market in Asia--China to enter, this will reduce the trouble of our market development. We should be aware that the Asian market, 95% wine consumption is face to the civilian population, only 5% high-end products sells to truly rich wine collector. Of course, with the further development of Asian economies, which 5% people will continue to expand. For the past few years, the maximum annual production of Chinese wine was about 30 million tons; it was less than 2% of beer output and 6% of Chinese liquor production, also it was only 1% of the world wine production, and the consumption per head was equivalent to France, Italy, Spain and other developed countries by 0.5%. China’s demand for wine will be reaching 600,000 tons by 2010, thus, the wine industry in China...
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...1/11/2011 China as The New Geographical Market To Export Melita Wines Executive Summary In this report focus is brought forward to the Chinese wine Market. A detailed analysis is done on the market, followed by the competition faced by imported products. Key locations in China for wine importation are named and the Chinese drinking habits are analyzed. The Chinese and Maltese relations are studied. And Cisk is taken as a case study as a success story of a Maltese company that is exporting beer to China and is seeing profits. Lastly, the recommendations and way forward are said as a conclusion. Table of Contents Contents Page Title Page 1 Executive Summary 2 Table of Contents 3 Chinese wine industry 4-5 Competition and Pricing 6 Key locations 7 Drinking habits 8 China- Malta relations 9 Case study 10 Recommendations 11 Bibliography 12 * Brief History of the Chinese Wine Industry While there have been commercial wineries in China since the end of the 19th Century, production has only evolved into a serious industry in the past two decades. There are now an estimated 450 wineries, although the largest four hold around 50 % of the market share. Imported wine reached the height of its popularity in 1996 when it occupied half of the Chinese market. When China moved to restrict wine imports with quotas and high tariffs, domestically produced wine increased...
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...International Marketing Marketing Wine in the Chinese Market Executive Summary China’s demand for Western wine has rapidly increased. This has created a market opportunity for high end, quality wine companies from Australia to export their products to China. The product that will be focused on is Glandore Wine from the Hunter Valley. The report will focus on exporting this product into the Chinese market. There should be a strong focus on building brand reputation and maintaining long-term business relationships. There are multiple entry types into foreign markets yet Chinese regulations limit the mode of entry. The recommended mode of entry for Glandore wines is a Joint Venture. The decision between product standardisation and customisation is an important aspect of strategic decision-making. It is recommended that Glandore does not customise their core product of wine, however it is recommended that other product attributes are customised to appeal to the Chinese market. When promoting Glandore wine in the Chinese market there should be use of advertising, public relations, sales promotion and personal selling. Table of Contents Executive Summary ……………………………..…. 2 1. Introduction ………………………………………………... 4 2. 2.1 Market Entry………………………………………………4 2.2 Recommendations ………………………………………5 3. 3.1 Product Standardisation and Customisation ……..…..7 3.2 Recommendations…………………………………….….7 4. Promotion in China 4.1 Push Strategies………………………………………...
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...research conducted. Justification of Wine in China The wine market in China is growing at an expediential rate. According to Wine into China wine market report for 2011-2012 (2012), the annual growth for the wine industry in China exceeds 10%, while the global wine industry is around 1%. Large amounts of increase in the conception of wine in China have lead to the government establishing the country’s first wine exchange. The Chinese are drinking wine with meals on a daily basis, which is a recent trend in the market place. With the high increase in demand would lead to the belief that marketing in this segment will help in the growth of Kudler Fine Foods. The market place is becoming increasingly sophisticated in their desire for finer wines (Chinese wine investment market proving 'increasingly sophisticated, 2012). Having an increased demand and growing trend in the marketplace for the product means there is a large opportunity for growth and higher revenues. If Kudler Fine Foods markets effectively the ability to enter the current marketplace will help with the revenue goals and objective of the company. Marketing the Kudler Fine Food’s wine in Supermarkets and restaurant should be the initial focus to entering the market. According to Supermarket becomes a mainstream of wine selling (2012), “It is said wine sales of supermarket shares 30% of the total sales in China. Comparing to the average 70% of many other countries, China has great potential in growing the market...
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...14 Issues in internationalization management 15 WINE MARKET 17 Profiles of Country Producers 17 CHINESE WINE MARKET 25 Overview 25 Wine market overview 28 Imported wine 32 Italian case 36 Future prospective 45 REFERENCES 48 Bibliography 48 Consulted website 52 INTRODUCTION The purpose of this work is to analyze the growth and evolution of the wine market in China. In particular we will focus on the internationalization of the global wine producer countries in this new emerging market and which are the futures prospective and possibilities of this young market. This paper is composed by four main sections: 1. Theoretical framework; 2. Wine market; 3. Chinese wine market; 4. Italian case. First of all we need to understand what we mean when we speak about internationalization. Through a theoretical chapter, using the existing literature about internationalization, we will explore its theories, evolution and which benefits it may bring to the firm that implement it, showing how important it became in the globalized world in which companies work nowadays. Afterward we are going to analyze, thanks to the data taken by reliable sources, the global market of wine, showing its fragmentation, which are the main player and their characteristics. Now that we have a general panorama, we can concentrate on the Chinese market, its cultural and economic features, and the evolution of its wine market. Finally we will focus on the Italian case ...
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...HTM421 Essay#2 2011/10/31 Wine culture at table in China Wine culture play an important role in daily life, and its special function is so unique that nothing can take the place of it. Chinese wine culture enjoys a high reputation in the world. In this paper I want to do some research on the types of wine, the utensils of drinking, the ways people drink, the reasons why people drink wine and the function of wine culture at table in China. As a matter of fact, the term of wine culture was first put forward by Guangyuan Yu, a renowned economist professor in China (Li D, Hui Y, 2005). Wine culture was gradually formed after wine appeared, but nobody defined it clearly and completely for a long time. Until 1944, Jiacheng Xiao said that wine culture was the integration of material, technical, spiritual, custom, psychological and behavior phenomena which generated around the center – wine (Li D, Hui Y, 2005). The wine culture at table has two sides of contents. On the one hand, it involves the content that is about the production of wine; on the other hand, it consists of the content that is about drinking wine. The types of wine in China China is located the east of Asia, which has extensive plain, fertile soil and warm climate, so it is fit for developing agriculture. Long time ago, people began developing agriculture. They planted some crops in their fertile soil of the land every year, and the crops such as grain, rice, wheat, sorghum, millet, barley etc...
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...Imported Wine in China By Yuki Mabuchi Brief Introduction With rapid growth of Chinese GDP over the past few years, China is now the world's fastest growing wine consumption market and yet still has huge potential as a market growth. Since Wine drinking is considered a healthier alternative to spirits and somewhat trendy, red wine is particularly popular in China. However, 90% of the wine consumed in China is still produced locally, and it is marketed as low price wines. Therefore, it is impossible for imported wines to compete with Chinese wines on the price. Each imported wine company are challenged to find their differentiation and own marketing tools. Even though market percentage for imported wines is 10%, the prospects for continued growth are huge because of the rapid increase in wealth and increasing urbanization of the population. The main topic for my research is to analyze market growth of imported wines in China followed by Chinese WTO regulations. The research estimates the impact of market growth according to import tariff rate which declined to 14% since China joined WTO. In addition, all imported wines are subject to a range of additional taxes, duties or fees, such as liquor tax, education tax, value-added taxes and consumption taxes. These taxes, duties and fees are taken into account in the analysis which estimates the impact of a tariff reduction on the retail price of imported wines in China. The research...
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...1. Was Beijing Jeep a success? After the Chinese reform and openingup policy led by Deng Xiaoping, China attracted many foreign direct investment because China aims to increase their economic growth, infrastructure, technology and other industries. During that time, the only way a foreigner company could enter the Chinese market was through a joint venture and this is how Beijing Jeep emerged in 1984. It was a huge step that an American firm could extend their business to one of the biggest markets in the world, however we consider that Beijing Jeep was not successful in China, because during this period, the economy of China was not stable and the Chinese market was not able to purchase this type of goods. Also, when the joint venture started, the production of vehicles was difficult compared to their expectation, due to different perspectives related to the production line. One of the main challenges was the foreign exchange to pay for the import of the kits coming from United States, because the Chinese government did not allow the export of hard currency. Beijing Jeep could continue their production line because they reached an agreement with the Chinese government to eventually release hard currency. Besides, they get a high support from them as investment in infrastructure and require ordering Jeeps when ...
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...Introduction China as the country with largest population in the world alongside by the fact that that is also second biggest economy in the world is considered in last years as one of the most interesting market in the world to enter. Aim of this paper is describe Chinese wine market and answer the research question “Is it China still attractive from the wine market perspective and what has been changed since wine became present in Chinese supermarkets?” In 2001 China’s wine production sales revenues, profits and taxes exceed those of spirits for the 1st time. Comparing the periods 2002- 2006 with 2007-2011 wine import grew ten times in value and four times in the volume. Despite of long history of grape wine in China, this country is usually...
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...INTRODUCTION China’s emerging wine market presents an important industry segment for Australia’s wine industry to target. The growth in Chinese consumption of wine in sales volume is influenced by improved standards of living. The growth of consumption has increased the number of imported wines in the Chinese market, making China a lucrative market for Australian to enter. Both countries’ consumer behavior is important to understand as by exploring the way consumers think and the physical actions that result from these feelings, the crucial reasons behind how they spend their money can be established. This report examines the differences in consumer behavior of Chinese and Australia wine consumers. The purpose of the report is to strategically analyze the effects of consumer behavior theories, market segmenting, targeting, positioning and Maslow’s Hierarchy of Needs in order to provide recommendations for further opportunities for Australian exporters. PART 1: THEORIES 1. SEGMENTATION, TARGETING AND POSITIONING Market segmentation, targeting and positioning are part of key elements of marketing most consumer goods. Through consumer research, marketers of brands uncover specific market segments with distinct needs (Schiffman et al, 2011). Then the marketers develop products and devise strategies to price, promote and distribute them. Key issues relating to segmentation in order for a successful target. Need to be identifiable, sizeable, stable, Accessible...
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...(Tequila)。 1. The origin of wine in China ; the origin of wine in the west. 2. 酿酒材料,制作工艺。China: 小麦,高粱,稻谷;example:中国八大名酒。west: 葡萄,大麦,小麦。六大基酒 and 葡萄酒。 3. 核心文化的差异(目的)。China: 醉翁之意不在酒。West:醉翁之意就在酒。 4. 饮酒的礼仪。China:劝酒(好客)。 West:品酒 5. Compare and comparitson.(共同点,不同点分别说明) 特点。哪里出产地比较多,出名。喜爱的人群。举例。 Introduction:The wine as an objective substance in the world is in the shape of water but it has the character of fire. Since the wine comes into being, it contributes to a rich cultural connotation of human social life. The Chinese traditional view which proposal that people should cultivate one’s morality and care about the good and evil human nature is also reflect on the words making, which is from an ancient book named Shuo wen jie zi (speak the language and explain the words). It will brighten the bright and fool the fool. According to the history, drinking is such a common thing that the emperors, the heroes, the liberators, the ordinary people, the beggars are all like and want it. Undoubtedly, the wine can be said as a riddle. People no matter in China or in western countries all have the habit of drinking wine. They regard drinking wine as an indispensable part of life. The formation way of wine culture is different in different countries. In China, the word for alcohol "jiu” is used to refer to all types of alcoholic beverages. Since long time ago China had have the stories about Du Kang who invented the method of brewing wine. In English, there are many words...
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...SIGN « NICOLAS » IS EXPORTED IN CHINA !!! ANNEE 2012-2013 ATTESTATION DE NON PLAGIAT Je, soussigné(e), ……………………………………………………………………. Etudiant (e) dans le programme ……………………………………….de l’IDRAC atteste sur l’honneur que le présent dossier a été écrit de ma main, que ce travail est personnel et que toutes les sources d’informations externes et les citations d’auteurs ont été mentionnées conformément aux usages en vigueur (Nom de l’auteur, nom de l’article, éditeur, lieu d’édition, année, page). Je certifie par ailleurs que je n’ai ni contrefait, ni falsifié, ni copié l’œuvre d’autrui afin de la faire passer pour mienne. J’ai été informé des sanctions prévues au Guide de l’Etudiant de l’Idrac en cas de plagiat. Fait à ……………………….., le ………………………. Signature de l’étudiant (e). I) Introduction As part of our international marketing project, we were asked to choose a company in order to implement it in a country where it was not present so that we can carry out the various studies that should realize that his ambition was to develop a commercial activity and thus expand its network. This is why I decided to choose the brand of French wine "NICOLAS" I choose to locate in a country where French wine is appreciated but not yet traded. Nicolas (Nicolas wines) is the largest chain of wine shops wine specialist. At the time...
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...Casella Wines Pty Ltd is an Australian wine producer based in Yenda, Australia. It was employed approximately 1400 employers and famous for family winery in the last century. In 2000, Casella Wines was developed series of fruity taste wine and successful occupy the US market in 2003. After five years joint venture with W.J.Deutsch&Sons, a family-owned marketing and distribution firm. The company sold 7.5 million cases in 2005 that 70 times than 112,000 cases in 2001. This amazing performance profit company with revenue of 255 million after financial year in 2005. Casella Wines currently have three main brands: Bubbles, Yellow Tail and Reserve Wines. Our group are concentrating on the Yellow tail, it is the main product in the company production portfolio list and it has been experiencing equal success in Canada and United Kingdom. Yellow tail has some different flavors of wines but mainly blanc and red wine. The Shiraz is the most popular product both in retail store and network sales, "Spicy, full bodied and delicious" is the top title introduce to their customers and our group wants to assuming that company could export it to china for some reasons below: Firstly, the wine industry of china is fast developing and the demand of wine in china is very large. To explain this point of view, The Chinese economy has average growth at 9% in the past five years and returned to double digit growth in the second quarter in this year. With the economic fast developing, the quality...
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