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

consumers value the country as a criteria of choice;
- Wine with a good image: Sophistication and status is major for imported wines
(61%-63% value appearance and 77%to 79% have as criteria of choice the reading
of the counter label).
Where
- Mainly 1 st tier cities (45% in Shanghai considering the 4 studied cities)
- Consumption growing trend in the 2 nd and 3 rd tier cities
- Out of home (restaurants, bars, and hotels): emergent consume in Horeca market
- Fine wine boutiques
When
- Fine events during the year
- Chinese New Year’s Eve
Why
- Large social importance, representing status and sophistication, growing middle
class which is willing to try new imported products
How Formal and Social Environment [Exhibit 8]
Who
- Middle and upper class
- 63% of the consumption of wine is done by men
- Young consumer, 60% under 34
5) Illustrate the factors with greater impact on consumer behavior, mentioning: cultural
factors, social factors, personal factors, and psychological factors.
Cultural (Culture, subculture and social class)
Undoubtedly China is a huge consuming market, though, cultural knowledge and a huge
preparation is required before approaching this complex market. The incorrect procedure can
represent a huge failure.
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