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

Table of contents
Case Study: Wines in China – A promising but difficult market .................................................... 6
DFJ Vinhos – “The New Portugal” ............................................................................................. 6
José Neiva Correia and the company’s team ........................................................................ 6
DFJ Vinhos Background ......................................................................................................... 7
Dfj Vinhos in the world .......................................................................................................... 8
Presence in the market ......................................................................................................... 9
Different wines for different consumers ............................................................................. 10
Wine in China .......................................................................................................................... 12
Overview ............................................................................................................................. 12
Wine in china ....................................................................................................................... 13
Chinese Wine Culture .......................................................................................................... 14
Distribution channels and personal relations - China’s “Invisible Market” ........................ 15
The Horeca Channel ............................................................................................................ 16
Big retailers.......................................................................................................................... 16
Meeting ................................................................................................................................... 18
1 st scenario – Medium segment .......................................................................................... 18
2 nd scenario – Upper segment ............................................................................................. 19
Next Step ................................................................................................................................. 19
Exhibits ........................................................................................................................................ 21
Exhibit 1 – Wine market dimension in Millions of boxes of 9 litres ........................................ 21
Exhibit 2 – Chinese Demographics .......................................................................................... 22
Exhibit 3– Chinese GDP Growth and trends ............................................................................ 22
Exhibit 4 – Wine imports in China ........................................................................................... 23
Exhibit 5 – World’s wine production evolution ....................................................................... 23
Exhibit 6 – Favorite wine producer for the Chinese consumer and price perception ............ 24
Exhibit 7 – Chinese consumer´ criteria towards wine ............................................................. 25
Exhibit 8 - Chinese Social consumption traits ......................................................................... 25
Exhibit 9: Chinese wine consumer .......................................................................................... 26
Exhibit 10: Relative weight of the types of wine ..................................................................... 27
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