China's wine market: strategic considerations for Western exporters Online publication date: Tue, 29-Jun-2010
by Carlos Moslares, Ricardo Ubeda
International Journal of Chinese Culture and Management (IJCCM), Vol. 3, No. 1, 2010
Abstract: With consumption rising 10–15% per year, there is no doubt about the potential of Chinese wine market. Market share and global exports from Western countries have been continuously increasing starting a trend of annual double digit growth these past years and almost making the Chinese market's limit unreachable. However, there are some facts that seriously affect this trend: the domestic wine production – as demand increases so does domestic production, domestic producers are well aware of the government's goal of self-sufficiency; the market structure – strong domestic producers and distribution difficulties critically influence strategies for exporters; and the wine consumer's behaviour – quite different from European or US markets, affecting price and advertising strategies.
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