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

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Exhibit 9: Chinese wine consumer Wine Consumption per city ( 1st tier cities) Wuhau 7% Beijing 32% Shanghai 45% Guangzhouh 16% Consumption by gender Women 37% Men 63% Wine consumption per age 19% 16% 7% 5% 25% 28% Until 24 25 - 29 30 - 34 35 - 39 40 - 44 45 - 50 Attitude Towards Wine I like what I know Focus on price Try new and different styles of wine 18% 57% 25% Source: Ministério da Agricultura – O Mercado internacional do Vinho, Abril 2011 26
Exhibit 10: Relative weight of the types of wine Relative weight of the types of wine 11% 1% 88% Red White Rose Source: Ministério da Agricultura – O Mercado internacional do Vinho, Abril 2011 Wine and substitutes wine made of grapes wine made of rice 20% 80% Source: Ministério da Agricultura – O Mercado internacional do Vinho, Abril 2011 27
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 and 24: Exhibit 4 - Wine imports in China W
Page 25: Exhibit 7 - Chinese consumer´ crit
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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