Understanding the Chinese Wine Market

Food and Beverage Industry in China is growing the Wine market is successful. According to the latest china wine market statistics, the country is expected to generate US$ 24,022.3 million in 2018 and it is expected to grow about 5.0% every year and is estimated to yield about US $402 billion by 2022 in the global wine market analysis made.

The Chinese wine consumption statistics has reached high with total import numbers in the region reaching 407.37 million in the first 7 months on 2017. According to the research conducted on Chinese wine import the statistics say that the trades were worth US $1.475billion and there was an increase of 15.49% every year.

Keys to succeed in the Chinese Wine market

  • Positioning your wine – Make a positioning based on your target by analyzing different level of wine consumers in China. The insight “Wine is god for health” is popularly used in China to encourage Chinese people to drink wine. Also, many websites and radio stations now in China are giving out the message that a glass of wine per day is goof for health by may scientific studies.
  • Packaging- aesthetics tailored to Chinese culture

 What looks nice in western culture might not be preferred by Chinese consumers. It is essential to package products that have aesthetic of “familiarity” and connection with local consumers will require a little redesign. For example, previously various brands have made efforts in the packaging of products to attract Chinese consumers by aligning it to the traditional Chinese culture such as identifying Chinese New Year holiday during first quarter of the year. Colors such as red and gold are common across FMCG brands for promotion and graphic styles that highlight popular elements such as gift-giving or the new year’s Chinese zodiac animal.

  • Maintaining Social Networks in China

 Since Facebook and Twitter are banned from the Chinese market companies entering that market are now looking ways to get in touch with their consumers via Weibo account and WeChat. Weibo works like a Facebook and twitter that hosts reward systems to the users to encourage users to use the page. Using such pages will not only incase brand awareness but will help costumer the range of products that you have to offer , customer metrics and continuous customer engagement to keep them intact.

  • Advertising- Utilizing online and offline channels for brand promotion

 It is a prudent decision for wine companies to use digital and social media marketing for image building and brand awareness as the younger generation in China prefer internet to browse wine-related information and information has become transparent and global. The impact E-commerce has created amongst Chinese consumers have driven them to shop online even for wine, but online sales can help enable foreign brands to gain popularity.


For offline distribution channel, wine producers can advertise their brand in restaurants by allowing the customers to taste fine by selling them for a cheaper price. It becomes helpful for small bottled wines to boost sales. Selling wines in small bottles as each person can by their own wine according to their preference Also, it works in favor of restaurants looking to get rid of their daily stocks by selling different wine brands companies can therefore monitor opening of bottles.

Looking forward to E-commerce the future of wine distribution in China

As E-commerce is booming in China. Tmall a (B to C platform for online sales) attracts millions of users. Tmall generally known for low cost products and well-known brands.

The other major wine sites in China are;

  • Fancy cellar (French)

           Wine producers can target these platforms to sell their wine.