Chinese wine market, details you muss know to made business in China.
- Still wines are by far the preferred product in the category, accounting for over 90% of total sales.
- Still wine is followed by fortified wine at roughly 4% of the sector and sparkling wine at 2%.
- Red wine has become particularly popular in China, cause its perceived health benefits and the fact that it is more heavily produced and promoted by domestic manufacturers.
- The colour red also signifies good luck and happiness in China which has helped sales.
- In urban areas, there is a greater receptiveness to new types of alcoholic beverages, niche products and imported drinks.
- Wine consumption is normally reserved for special occasions. Prohibitive pricing continues to keep grape wine sales modest.
- Imported premium wines are available mainly in large urban cities and demand is fuelled by residing foreigners and expatriates, although rising consumer awareness and sophistication has been a key driving factor in the spike in grape wine sales recently seen in China.
- The average annual consumption per capita on wine in 2009 was 0.9 Litres.
- The Compound Annual Growth Rate (CAGR) of average per capita expenditures on wine from 2004 through 2009 was 13.9%. Spending on still wine was the highest at CNY52.4 (roughly US$7.9) per capita per year.
- Datamonitor forecasts that the Chinese grape wine market should increase by roughly 93% by 2014. Datamonitor also predicts that still wine will maintain its position as the leading category in the total wine market.
- The still wine category is expected to see a CAGR of 14.5% between 2009 and 2014 and account for 97% of the total wine market in 2014 – an increase of 2% compared to a market share of 95% in 2009.
- The Chinese still wine market is expected to rise to CNY138.5 (US$19.9) billion by the end of 2014 – a sales increase of CNY69.2 (US$10) billion for the five-year period spanning 2009-2014.
- Datamonitor also forecasts a 90% total increase from 2009 through 2014 in consumer expenditures on wine. Still wine is expected to lead the way in growth at 96%, while fortified and sparkling wines will see modest growth with 18% and 44% respectively.
A survey conducted by China Wine Information Network with Chinese wine consumers, found the following general characteristics:
- People believe that wine can help relieve pressure/stress.
- 95% of consumers have limited knowledge about wine but are willing to learn.
- 60% of consumers prefer to buy imported wine if the imported wine and domestic wine are the same price.
- People believe the quality of imported wine will be better at the same price.