Foreign wine in China: an overview of Chinese wine market and the main wine exporting countries to China

Abstract

The research is an analysis of the Chinese wine market and the main wine exporting countries to China. The first chapter is an overview of the evolution of Chinese wine market and of the typical wine consumers, from the Imperial era to the XXI century, focusing in particular on Deng XiaoPing's economic reforms during the 1980s and the wine market's boom after their implementation. In this chapter are also described both the different categories of Chinese wine consumers and the channel of distribution used by the foreign wine producers to enter Chinese market. The second chapter describes the different managerial strategies of the main wine exporting countries to China, which are Australia, France, Chile and Italy, and a comparison between them. In particular there's an analysis of Italian strategy and its problems compared to its competitors' ones, moreover there's a brief description of the barriers exporters have to face to enter Chinese market. The third chapter is an empirical research on the problems encountered by Italian exporting wineries in approaching Chinese market. The research is carried by interviewing Italian wineries' export managers.