In order to provide a detailed answer to our question, we conducted this study in three distinct phases. During these three phases, we have always tried to keep in mind the characteristics of BIVC and its members in order to maintain greater consistency in all our analysis and answers. We first sought to achieve a genuine state of the wine market in China, taking care to ignore conventional wisdom (the Chinese market is a potential market of over one billion individuals).
We therefore focus on this phase of research information and data before we engage in an analysis of recent to determine whether or not as to whether the wine market is profitable in China and, especially, who may be profitable. We then tried to develop a strategy for operators of BIVC, by taking into account the market as growers, from a budgetary standpoint.
This strategy has been divided into various important points: which products to export, and to whom? What are the price, communication, and distribution policies? Finally, in the third phase, it seemed interesting to deliver what we called a "case study". In this, we wanted to give more concrete details on whether the Chinese person, the choice of means of payment, various insurance, and especially give more information on costs "estimated" that he will undoubtedly consider and commit to develop the Chinese market.
All of this memory is going to take over the three phases in the order we had originally thought. We therefore begin with a study of the wine market in China. Subsequently, we will detail and explain the strategy we believe necessary to develop successfully in China, and we add various recommendations. Finally, this paper will end with our case study.
Throughout the study we tried to highlight the main (shaded areas) and summarize our recommendations in order to make the statement more readable. The most important (to us), that the strategy we recommend) was summarized in a general conclusion at the end of the second part.
China has been governed since 1949 to four Communist leaders. The Chinese Communist Party and has remained in power until today, sometimes by force, as evidenced by the bloody suppression of protests in Tiananmen Square in 1989.
Even today, the Chinese government can be characterized by a certain continuity with the previous communist government, even since the fall of the Soviet bloc. However, China still has launched numerous market reforms for several years, and has been active in the WTO (World Trade Organization).
China is one of the world's major economies, and many experts see it as the economic giant of tomorrow, especially because of its huge population. It is the fifth largest exporter, especially with the European Union, Japan and the United States.
However, the Chinese economic development has been and is still very uneven across regions, and China is thus facing an economic challenge but also enormous social and above. Thus, coastal areas and more generally the East China have experienced a strong growth in recent
years. Yet, millions of Chinese still live under the poverty line to the west and north of the country, particularly in rural areas.
The Chinese economy thus creates more and more coveted in the world, and the country is also the first receiver of global foreign investment.
Tags: China; economy of China; launch of wines in Center – Loire of China
[...] Foreign companies have recently arrived in China, attracted by the prospects of a market of over one billion people. Many of them thought they could use strategies that have been successful in other markets in this country, and find quick success based on the growth of the middle class. They underestimated the difficulties in this market, in terms of cultural differences, the organization of distribution, and regional particularities, and had to rethink their strategy. Therefore we will study the characteristics of Chinese consumers in order to glimpse an effective and relevant communication strategy The specifics of communication in China 5.2 .a. [...]
[...] Why choose to distribute by the CHR circuit State of the CHR circuit How to distribute CHR circuit? PART IV: Looking for intermediate Some importers-distributors (specialist in wine) Major hotels and restaurants in China PART Communications Different communication The specifics of communication in China Communication in the field of alcohol and possible ways and means A priority: Saloons Our recommendations Conclusion: Summary and Recommendations Case study PART Simulation and logistics advice Logistics Simulation PART II: RISK MANAGEMENT IN CHINA Risk in China Reminder: the various means of payment for export How to limit risk while meeting the client? [...]
[...] The wines segment can overlap by color, but we will not limit the Centre Loire appellations producing the three colors in the color segment. However, while excluding rosé wines, we will favor a final sales price segmentation by consumers (greater than 250 CNY). This segment appears in a niche market compared to the overall market. This type of precise segmentation, called "connoisseur" will be preferred. Indeed, the production quality and the limited volumes of the Centre-Loire appellations do not threaten the backbone of the Chinese market as it is entry-level wines sold mainly in supermarkets. [...]
[...] It can test the wines on the market and meet importers / distributors. The price of this mission is attached (about 3200 euros) - After participating in trade shows to find a place, and become better known players on the market, companies should engage with the press for example. We must not forget to create a very precise schedule for the show to be as profitable as possible. (Cf. Appendix ViniFrance Salon) - We must not forget that events must highlight the AOC quality label and the concept of territory, and describe the characteristics (colors, flavors, tannins) of specific wines. [...]
[...] The Chinese online shopper can also purchase wines from Pinot Black imported from 165 CNY HT bottle. These are from Spain. Then, going up in price range, we find the Black Pinot wines from New Zealand and Oregon (United States) priced between 311 and 484 CNY .b. Differentiation Suppose that the product offerings in online Chinese online regarding wine are representative of the product offering in the CHR. So the study of the online offer in China shows that the supply of Sauvignon wines is already dense. [...]
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