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

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Exhibit 6 – Favorite wine producer for the Chinese consumer and price perception Favorite country Portugal Germany Spain Chile Italy Eua Australia China France 0% 10% 20% 30% 40% 50% 60% Source: Ministério da Agricultura (April 2011), O Mercado internacional do Vinho China New World Wines Old World Wines French Wines 50RMB 100RMB 150RMB 200RMB 300RMB Source: Adapted from Ministério da Agricultura (April 2011), O Mercado internacional do Vinho 24
Exhibit 7 – Chinese consumer´ criteria towards wine Choice Criteria RMB: 70 -150 RMB: 150 & + Know the country of origin Know the region of the wine 84% 84% 80% 81% Friends ‘recommendation 78% 77% Reading the counter label 77% 79% Quality indicators: Medals and awards 73% 79% Traditional appearance 61% 63% Comments on the shelves 60% 65% Caste recognition 54% 63% Label aspect 52% 55% Tried the wine before 47% 50% Staff recommendation 25% 31% Source: Ministério da Agricultura (April 2011), O Mercado internacional do Vinho Exhibit 8 - Chinese Social consumption traits Formal Social Red Wine Imported Imported Liquors Individual Liquors China Group Red Wine China Beer Informal Friends and Family Source: Ministério da Agricultura (April 2011), O Mercado internacional do Vinho 25
Page 1 and 2: DFJ Vinhos: Wines in China, A promi
Page 3 and 4: Acknowledgements Firstly, I would l
Page 5 and 6: Exhibit 11: Interview to Alberto Ca
Page 7 and 8: As CEO of DFJ Vinhos he has been de
Page 9 and 10: Slovakia, and Bulgaria; in Africa:
Page 11 and 12: Premium Medium Sweet collection Pre
Page 13 and 14: Middle class is mostly concentrated
Page 15 and 16: Furthermore, more than being a fine
Page 17 and 18: The margins applied by the major su
Page 19 and 20: 2 nd scenario - Upper segment With
Page 21 and 22: Exhibits Exhibit 1 - Wine market di
Page 23: Exhibit 4 - Wine imports in China W
Page 27 and 28: Exhibit 10: Relative weight of the
Page 29 and 30: 40% to 50% from distributer to stor
Page 31 and 32: First, one should stress that, as t
Page 33 and 34: 5. Use of the Case The case study
Page 35 and 36: iii. Chinese Wine Market: The Chine
Page 37 and 38: The company’s core business is wi
Page 39 and 40: Recognized Winemaker: José Neiva C
Page 41 and 42: 3) Describe the current attractiven
Page 43 and 44: the middle/high end wine, which is
Page 45 and 46: annually. The rising middle class w
Page 47 and 48: Culture has an enormous preponderan
Page 49 and 50: They buy the product to fill a soci
Page 51 and 52: Exhibit TN TN Exhibit 1 - Porter´s
Page 53: Bibliography Source: AICEP Portuga

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

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