The evolution of the Chinese wine market : an analysis of the development of the Chinese wine import, production and export

Abstract

The aims of the research are to examine the key events which are influencing the Chinese wine sector, passing from an uneducated market to an international competitor. The research have been conducted through the analysis of the dynamics which brought China to become one of the most active wine importer of the world, taking in exam the marketing and the management strategies adopted by the international wine producing countries which succeeded in penetrating the Chinese wine market. On the basis of this analysis, then, it has been necessary to make a deeper research about the strategies which should be adopted to become an efficient wine exporter to China, dealing with the Chinese economics, social and political dynamics. After the research on imports, it has been also necessary to make and overview of the Chinese wine industry, enclosed with historical, geographical ad economics fact that are influencing the Chinese wine production and the development of Chinese wineries and wine companies, which are entering the international wine scene. The research includes interviews to Chinese and Italian wine consumers aimed to better understand the evolution process of the Chinese wine market, and the potentialities of the Chinese wine on the international market.