How to Sell Wine in China?

The Chinese market has remained very promising for French wines for about ten years. However, competition is fierce. So, how can one establish a foothold and successfully penetrate this environment with its numerous codes? Les Grappes offers some avenues for consideration.

Do you wish to import wine? Simplify your procedures with Les Grappes

The Wine Market in China

According to IWSR (a leading authority in analyzing global alcoholic beverage trends), the Chinese market is one of the most dynamic worldwide in terms of wine consumption.

Who Consumes Wine in China?

As a symbol of social prestige, wine was long reserved for the Chinese upper class, who almost exclusively consumed red wine. Nowadays, the middle class, whose purchasing power has increased in recent years, is beginning to consume more, but also more discerningly.

The pursuit of quality is paramount.

The new Chinese generation appreciates wine and possesses significant purchasing power, making them a demographic to consider. Young people are less hesitant to try new products, which they generally consume in convivial and informal gatherings.

Which wine sells the most in China?

Generally, beyond Grand Crus, Chinese consumers appreciate fruity, easy-drinking French wines with little to no bitterness. In an affordable price range, IGP Pays d'Oc or AOP Costières-de-Nîmes, for example, gain traction quite easily, supported by major players in these regions such as Castel and the Rhône interprofessional organization.

Nearly 72% of wines consumed in China in 2020 were red wines.

Beyond red wines, sweet-dominant sparkling wines or aromatic white wines also appear to be gaining increasing popularity, with 27% of imported wines being white.

Regarding red wines, the most renowned grape variety is Cabernet Sauvignon. Numerous wines made from varietals such as Merlot, Shiraz, or Pinot Noir are also widely available. For white wines, Chardonnay is the most recognized. Other varieties like Sauvignon Blanc or Riesling can also be easily found.

How to meet the needs of Chinese wine enthusiasts?

In a country where numerous counterfeits and many very low-quality products circulate, Chinese consumers are wary. They need reassurance. This is why in China, one does not sell a wine or an estate, but rather a brand that must be well-protected before entering the market.

Furthermore, Chinese wine enthusiasts are particularly keen on and receptive to advice and expertise. Medals, awards, winery presentation videos, expert recommendations, posters, POS materials, technical data sheets… all quality content and promotional materials are welcome.

Steps to import your wine into China

Here is a non-exhaustive list of essentials before you can import into China:

• Register your product with Chinese customs (inquire with AQSIQ)
  
• Choose your distribution channel and find a Chinese importer: In China, an unknown wine will never succeed in selling. Therefore, it is crucial to gain recognition among major distributors and maintain a network. Working with a local partner is mandatory.
  
• Adapt your brand to the market.
• Optimize packaging: brands featuring appealing packaging are highly favored. Numerous wineries are redesigning their labels specifically for the Chinese market. Certain graphic codes prove more effective than others. For instance, with Bordeaux wines, classical calligraphy, red and gold color schemes, and traditional imagery are particularly well-received.
  

Build your visibility in the Chinese market.

Participate in wine fairs.

As prime venues for networking, discussions, and tastings, wine fairs can be highly advantageous for those aiming to sell wine in China. They are instrumental in fostering relationships (crucial for professional transactions in China), facilitating knowledge exchange, and building product trust.

Maintain a presence on social media.

Major corporations recognize the critical importance of a robust content and social media communication strategy within the Chinese market. The benefits are extensive: sharing brand narratives, product demonstration videos, expert endorsements, and influencer collaborations—all highly effective in resonating with a target demographic that is overwhelmingly connected to their smartphones daily.

Engage in PR.

While more traditional and potentially costlier, a robust press relations strategy should not be overlooked. By securing placements in relevant newspapers and magazines or by hosting journalists at exclusive, high-caliber private events, you can effectively garner positive attention and enhance brand recognition.

E-commerce, an indispensable channel in China

E-commerce stands out as an indispensable channel for conducting business in China. This is evident as online purchases currently constitute 35% of the total wine sales volume in the country.

With young consumers emerging as an increasingly significant demographic, the internet presents substantial growth potential. It streamlines the purchasing process and allows for a broad product offering.

Major Chinese e-commerce platforms dominate the online sales market: JD.com and Tmall, Alibaba Group's e-commerce platform. New and highly promising sites are also emerging, such as Yihaodian and Kaola.

Do you sell wine? Les Grappes supports you

Les Grappes is an online platform for professionals, offering wines directly from winegrowers. We assist cafés, hotels, restaurants, wine merchants, and buyers in their wine selection, and also in creating bespoke wine lists! Based on your project, tastes, and budget, we help you choose the best wines from over 1,000 winegrowers, through a short supply chain. Register for free for our team to contact you!

We already support establishments in over 40 countries: in France, but also in Italy, Belgium, the French overseas territories... For more information, visit our website.