How to enter the Chinese wine market

Wine is the sunrise industry in China. The annual increase rate of Chinese wine market is more than 20%, while the world's increase rate is less than 1%. Although the Chinese domestic wine brands take up more than 65% of Chinese wine market, the foreign wines are superior in the brewing technology, quality and even the cost performance. But, we often hear the foreign vintners complained that the Chinese wine market is so complicated that they can't deal with it. That is the common situation for the foreign vintners who are used to the occident's wine market. Many foreign vintners thought that good wine and low price would means good market. So, they come to China just seek for the imported wine agents who appreciate their wine. Unfortunately, it is difficult for them to find the suitable cooperation partners. Why?

There are several reasons as follows:

1. Due to the wine consumers who enjoy the imported wine is few and they distribute in the China, the imported wine are in buyer's market. Besides, there are few imported wine agents in China. Because the promotion cost is high in the prophase, it is risk for them to act as a new imported wine's agent. They will choose the foreign wineries with lots of consideration. So, it is not easy for the foreign vintners to find a suitable wine agent.

2. There are no the professional wine wholesalers in China. All the general agents should establish the distribution channel by themselves. Due to the low density imported wine customers, they should establish the cooperation relations with the domestic region and the other regions if they want to earn money. That is a hard work for them. Most of the imported wine agents in the market exploiting phase are cautious to import the new foreign wines. The mature imported wine agents have established a good distribution relations with the regional agents will be stricter in new wine choosing.

3. With the traditional consumption habit, most of the Chinese customers are low at wine appreciation, which cause only the wine of high recognition and promotion can sell well. Most of the imported wine agents, especially the new one, want to get the funds from the foreign wineries to do the wine promotion in the prophase in order to reduce the market risk. But, most of the foreign wineries are small with a low production. It is not actually for them to put a lot of money into the large Chinese wine market in brand publicizing and advertisement. That is the important obstacle for the foreign vintners to seek for the new cooperation partners.

4. The foreign wineries often see the participation of the wine exhibition in China as the basic channel for business recruiting, but the result of it is not good, such as the vinitaly China, which is the largest and most professional wine exhibition in China now and is held in Shanghai that has many imported wine agents. Due to the large territory of China, it is also difficult for them to seek for the suitable cooperation partners if they will only take part in the exhibition and not do some efficient preparation before the exhibition. However, the preparation only for the Italian wineries is not adequate. In fact, the foreign wineries who want to enter Chinese wine market should follow the three steps:

1. Command the market data and know the whole situation;

2. Make good plan and take efficient measure;

3. Choose the wine agents in earnest and support them.

So, knowing the Chinese wine market is the first thing for you to do. There are tow points for you to know the Chinese wine market. Firstly, you can get the information of Chinese wine market through the authority Medias and the professional wine market consulting organizations. Secondly, you should make sure whether your wine is suitable to enter Chinese wine market by the tasting judge who know Chinese wine market well and the Chinese professional wine market consulting company.

Next, you should make a plan of how to enter the Chinese market and the project for business recruiting. Before you do those things, you need to think over the suggestion and opinion of the wine export and the Chinese imported wine agents. Then take seriously to choose the suitable products to enter China, set down the rational price and the efficient market promotion.

The last thing is to seek for the suitable cooperation partners in China. That is the most important task. In order to choose the right agent, you should enlarge your communication. After you confirm the cooperation partner, you must do your best to support the Chinese agents to do the market promotion.

And bear this in mind: the high quality of the imported wine is the key for it to own a steady customer group in China while the low price channel is not the long strategic for the market. The foreign wine companies who want the enter China must harmonize with the Chinese culture, marketing strategic, market promotion and regional cooperation.

That is the necessary steps for you to enter China. In one word, doing well in the three steps above and plus the high quality, suitable price and favorable brand of the wine are the necessary things for you to succeed.