Marketing U. S. Wines in China and tiawan Shanghai Ato China

 Marketing U. S. Wine beverages in China and tiawan Shanghai Ato China Dissertation



- Public

Date: 4/19/2012

GAIN Statement Number: 12805

China -- Peoples Republic of

Post: Shanghai


Marketing U. S. Wine beverages in China and tiawan

Report Types:


Approved By:

Keith Flotter

Prepared By:

Kate Chan Study

Report Highlights:

The wine marketplace in China is growing speedily and is extremely competitive. While U. H. wine export products to China and tiawan continue to increase at double-digit rates, our share of China's wine beverage market is slipping due to hostile promotion by our rivals. American wine drinks are superior products, but nevertheless relatively not known to Chinese wine customers.


The wine market in China is growing rapidly which is highly competitive. U. H. wines are generally not known and the U. S. share from the wine industry continues to go in the face of aggressive promotion by our rivals. Our wine drinks are generally premium products and ought to be priced consequently when suitable. But not our industry nor many individual wineries have been inclined or capable to put in the methods necessary to industry a luxury product. The following record was entrusted by the Gardening Trade Office in Shanghai, China and was authored by Kate Chan Research. It possesses a valuable point of view on the wines market and just how U. H. wines as well as the U. S i9000. wine industry should go about marketing many in China.


1) In this record, the term " wine” makes reference specifically to even now grape wine beverages unless or else indicated- examples include " grape based alcohol addiction beverage”, and so forth

2) The definition of imported " grape centered alcoholic beverage” includes glowing wine, even now grape wine beverages, vermouth and spirits. 3) China's imported (still grape) wine accounted for approximately 93% of China's total brought in grape centered alcoholic beverage. This kind of report is primarily focused on " wine” – still grape wine.

Exec Summary

Market Position

Imported wines are identified as luxury/high end items in Chinese suppliers. While brought in wines are not necessarily regarded luxury products in the U. S. A and in The european union, they are seen as such in China. Because of their relatively high price they reach a wealthy clientele. By simply definition they may be a relatively high-priced, identity or perhaps status symbol of an elite/wealthy group, and many others and have a lot of high quality attributes. Therefore , American wines have to position themselves as (mid high to) high end in China. Most importantly, the American wine sector needs to showcase itself along side Amer ican wine importers/distributors in Cina.


Fundamentally, there are three main reasons:

1 .

With the quick development of your wine industry in China, the Chinese will know about top quality wines sooner rather than later - like many at the moment developed countries. The development tempo will be faster in Chinese suppliers than in recently developed countries;

2 .

Imported wines are believed to be a high-class product in China, and you will be undoubtedly welcomed by Chinese luxury consumers. This selection of customers, currently estimated by 169 mil people, are typical target customers of yankee wines; three or more.

The initial impression is significantly important, specifically for American wines in China. Similar to the People from france market placement, " American wines” should certainly position themselves as a high-end brands. This will help to develop a graphic and better sales in the Chinese wine beverage market.

More detailed information is presented in the following portions.


China is changing quickly and growing preferences for particular products and for goods from specific countries. " new world ", including American, wines will be emerging combined with development of your wine consumer. The Chinese wine industry continue to be develop rapidly. Chinese wine consumption come to approximately 1 ) 4 billion dollars liters and 36 billion RMB in both volume level and benefit in 2010. Brought in wines made up...

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