No Leading Imported Wine Brand in China Market

In recent years, China wine market grow rapidly. But in the eyes of Zhu xuming, deputy director of Guangdong Aocoholic Drinks Association, imported wine still haven't well rooted in China. At present ,China wine market is mainly occupied by the most familiar domestic brands like Changyu, Great Wall, Dynastry, Chinese consumers know little about foreign brands besides the world famous brands like Lafite, Castel.

Undoubtedly, China wine market is attracting more and more imported wine. More than 90 imported wine companies attended the China National Sugar and Alcohol Fair(CNSAF) in March, and for the first time, overseas exhibitors exceeds China exhibitors . But there still lack a leading wine brand which can dominate the market.
       
Two years ago, Constellation, the NO.1 wine producer and seller in the world, entered China market, but it has been keeping a low profile.  Director of Constellation China district Xia zhongbang says, Constellation is still on the period of market distribution, it is now focusing on purchasing wineries and consolidate marketing channel.
      
For a long time, imported wine and their market recognition fall far behind domestic wines. So, imported wine is thought to have weakness on marketing channel and brand promotion.
     
First, imported wine is lacking in strong channel net like Changyu and Greatwall, and their marketing distribution is difficult both on extent and depth. On the other hand, imported wines still haven't form their brand effect and consumers have little recognition about them. A importer usually represents tens, in some cases hundreds of wines from different countries, and the producers can't provide enough marketing support as the Chinese producers do.

So, imported wine should make best use of the advantages and bypass the disadvantages. First, to educate and influence the consumers with its own wine cultures; Secondly, by ways of self-built wine shops, along with other channels like restaurants, supermarkets, to built its own marketing network.
      
"For imported wine, it is clear that brand promotion is more difficult than domestic brands. But in past 10 years, the culture and quality of imported wine has been gradually recognized by Chinese consumers."said Xia zhongbang, "I believe many international wine brands don't care to spend another 10 years to build their market place."