We are going to enter Shanghai wine market with our French wine such as Roman County, which is expensive but excellent taste. Now is the most perfect time to go into China wine market of high income because there three advantages for us. Our goal is to take more than 10% of market share in Shanghai wine market in 5 years. However, at first, we have to develop our French wine's image and a global brand not only for shanghai but also for Chinese market. At present, wine consumption represents 4 milligrams per year per person, and is very low compared to other alcohols. The world figure is 60 milligrams. China offers a lot of potential for wine sales. As the population's spending power continues to grow, long term trade opportunities are developing for imported wines. In the big urban centers, especially Beijing, Shanghai and Guangzhou, boasting the largest western food markets, most consumers are becoming more and more interested in wine because of the publicity about it health benefits rather than its actual taste. They generally take into account the price.
[...] - Domestic wine producers are likely to concentrate on the home market - China has become the market with the most potential in Asia Threat - Over one hundred wine brands from different countries have already entered the China market by participating in different wine exhibitions in China such as CHINA WINE & LIQUOR EXPO 2006 and World Wine (China) Expo June 7 The Chinese government is expected to increase the consumption tax on imported wine if sales begin to threaten the domestic wine industry. [...]
[...] Alcoholic drinks consumed according to market share: 37% beer "Bai Jiu" strong alcoholic drink); 16% "Huang Jiu" (made from rice) wine Reasons for drinking wine: 40% during banquets and business meals for the sheer pleasure out of habit. When it comes to imported wines, most Chinese don't drink them because the price is too high. Sales outlets: supermarkets and malls hotels night clubs, karaokes and discos. Choice of wine: brand taste price origin and packaging Current Situation 3.1 Market Summary - Market Demographic Market Demographics China is biggest country in term of population and land. [...]
[...] Marketing Strategy 4.1 Marketing Mission Creating the culture of eating Chinese food with wine Bring the customer full satisfaction thorough a rich and delicious wine tasting Shanghai, which means city of Wine' 4.2 Marketing Objectives To influence the customer consumption of wine To increase the sell of French wine To increase the market share of our company To have different channel of distribution for a well-adapted offer 4.3 Financial Goals Using VC Chinese people don't trust people. So We had better establish the joint venture with Chinese company. [...]
[...] The reason we chose the supermarket to be the biggest distribution because 41% of Chinese consumer purchase the wine from supermarket. - Finally we'll sell all of our wine via E-commerce by having our own web site. Promotion Strategy: 1. Organize the tasting wine event in the hotel by inviting strong visitors profiles in China : Strong visitor's profiles, visitors are coming from Large number of wine and Liquor distributors and agents in China and other countries. VIPs from the government departments. [...]
[...] These domestic wine brands dominate Chinese wine market at 90%-Changyu Great Wall Tonghna Dynasty 10.51 %-because domestic wine is cheaper than import wine (average price per bottle:$3 for domestic wine, $10-20 for important wine.) Also important wine is affected by counterfeit products and wine smuggled into the market Chinese Consumer As you know, the population of China is the biggest in the world. It shows us there is the big potential for earning lots of profits through selling products. Although Chinese people prefer to drink beer and white spirit, nowadays drinking wine has being perceived as socially and culturally sophisticated especially for youth and middle-aged people with high or middle class who afford to buy a car and larger apartment. [...]
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