Wine culture sold, wine sold

China’s wine market has shown a steady and rapid growth in recent years. Wine production continued their extraordinary 18% annual growth rate from 2001-2007 and recorded an increase from 25 ML to 66.5 ML. However, according to Sugar&Wine Market Annual Report 2006-2007 issued by China Non-staple Food Circulation Association, China’s wine market is still at the growing stage with annual per capita wine consumption reaching 6% of the world average level.

Why is wine not easily accepted by Chinese consumers? Xinqing Survey surveyed the consumers from first-tier cities and second-tier cities to find out how and why they drink wine.

1. Drinking frequency
 60% interviewees among 2000 interviewees surveyed report ‘occasinal drinking’ with 10% interviewees reporting more than four times per month. The contrastive analysis also shows that the consumers from first-tier cities and the consumers from second-tier cities report similar drinking frequency of ‘Occasional’.

2.The reasons for drinking
 Three factors including nourishment, good taste and appetite-helper contribute to wine drinking. There is no obvious difference between first-tier cities and second-tier cities

3.The factors influencing their purchase

    The factor of pure taste comes before brands and price when the consumers buy wine and the factor of showing wine culture ‘popular or not’ comes to the last. In addition, no distinct difference is found between first-tier cities and second-tier cities.

   In conclusion, the consumers from first-tier cities always cut edge in wine consumption, but otherwise there is no clear difference. At present, China’s wine promotion is aiming at the well-heeled consumers, so are advertisments. To make the major know and drink wine, it needs a lot of work to be done on the wine market and it takes time. Spirit’s long-lasting popularity is attributed to Chinese dringking culture, which is absent from wine and makes many international famous wine brands have no market in China.

Therefore, wine dealers should focus on the first-tier cities and wine culture to promote their products to more consumers.

of first-tier cities OR selected cities