DFJ Vinhos: Wines in China, A promising but difficult market

As regards the existing wines in China, 80% are Chinese wines 19 , having strong promotion
strategies and competitive prices, as aforementioned. However, few are able to compete with
the imported wines, as they are lacking in quality and status. The majority of these wines are
red, and the same happens with the imported ones.
Chinese Wine Culture
Although this mass consumer society is growing sharply, it is still new and common for Chinese
consumers to support their purchasing choices with stereotypes, symbols, or representations
of a certain type of society. The French wines are the most difficult ones to compete with, due
to their recognition as the premium wine-producing country, with the best traditions and
conditions for the production of wines [exhibit 6].
The most important criteria in choosing a wine in China can range from “quality indicators”,
such as medals and awards, to “ the country of origin”, the second being the most relevant
[exhibit 7].
In contrast with the prevailing trend in Europe, the consumption of wine is generally done out
of home. The shelves of the best restaurants, fine and specialized boutiques, hotels, and bars
are being filled with good quality imported wines, as this social wine trend is growing.
Moreover, the imported wine has a large social significance, representing status and
sophistication and it is mostly consumed at social and formal events [exhibit 8]. Also, the gift
market is extremely attractive for imported wines, since “the scale of the gift market in China
is estimated at 768.4 billion Yuan (US$121.90 billion),”(…)” gift-giving consumption accounted
for over 30% of luxury-goods consumption in China” 20
The vast majority of the Chinese wine consumers are concentrated in 1 st tier cities, which are
already developed, such as Beijing, Shanghai and Guangzhou [exhibit 9].
Another interesting characteristic is that the Chinese wine consumer is one of the youngest in
the world, 60% under 34 years old, which tells a lot about their attitude towards wine, since
57% is willing to try new types and styles of wine [exhibit 9]. In terms of gender 63% of the
Chinese wine consumers are male.
19 Source: Vinexpo study, Bordeaux, (2013), “The Chinese wine and spirits market with a look forward to 2016”
20 Article: Staff reporter, Want China Times, 2012-02-01, “Gift market worth billions in China”
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