Educate your consumers before sell your wine in China

According to French customs statistics, French wine exports in 2009 decreased 30 percent by volume compared to 2008, down 23% by value, the lowest for the past five years. Traditional wine producing country in Europe all saw exports down besides German. On the other hand, the emerging market including Russia and Japan can not escape the shrinking market problems. 

If we say that the sluggish European and American markets is the result of the economic crisis, then China's growth is because the market potential too great. China's performance in 2009 is really outstanding, and the volume of wine exports to China increased by 30%, the value increased by 40%, such data are so compelling. Therefore, for any French wine grower, as long as he was illiterate when he saw the list, he would probably know where the wines in his warehouse could find a way out.

In 2009, the imported wines from almost all over the world increased in China market, especially Italy, Australia and Chile. Italy, the No.1 wine exporter in the world, though its share in China in not as big as France and Australia, is quickly snapping at their heels. And Chile, with its low-cost, high-freedom of wine production has quietly become one of the top five suppliers for China, and its import tariff advantages will last for many years in the future. Chilean wine surpassed Australia by volume in 2009, become China's second largest wine importer.

But the fact is, in 2008, global annual per capita consumption of wine is 3.5-liter, France and other EU countries 28 liters (51 liters in France, 44 liters in Italy ). The United States, 9 liters, Japan,  2.3 liters. while China is only 0.5 liters. A Chinese drink only 50ml per year, no more than one bottle. Even in this merely 0.5 liters, imported wine accounts for only 10%, that is, 50 ml, but also need to be divided up a dozen countries. France, for example, accounting for 32% of the market share, every Chinese would drink 16 milliliters of French wine per year, only a small sip. The data is surely to make the over-optimistic French wine growers fall into despair.

No doubt China is to become a great wine consuming country, but it takes time to wait. Before starting their business, French wine growers need to educate Chinese consumers wine-related culture, how the enjoy the drink. Similarly, Italy, Chile, Australia and other countries should also adhere to this philosophy, after all, making the pie bigger, everyone can eat.