“Gateway to mainland China”
China: a crucial market
China will shortly become the world’s 6th biggest wine consumer, and Asia’s leading wine importing area has seen a spectacular rise in its wine imports.
In 2011, mainland China imported wine to a value of €1.038bn, up 72% compared to 2010!
With €539bn of shipments, French wines are in pole position, holding a 52% market share of 2011 wine imports.
The market is growing rapidly with the explosion of the affluent middle classes (expected to expand from 100 million households in 2009 to more than 600 million in 2017).
The continuous rise in these figures is very encouraging. Between 2010 and 2011, the share by value of French wines imported into China rose by 94%, while the share of Spanish wines rose by 97% and that of Italian wines by 82%! (Source: Ubifrance/Chinese Customs)
Chinese professionals diversify their range (Source: Wine Intelligence – 11/2011)
The survey conducted by Wine Intelligence for Adhesion Group and Adhesion Asia among professionals (wine store managers, sommeliers and importers) and among 1,000 Chinese consumers reveals that wines from the Mediterranean area clearly have their role to play in an ever more mature Chinese market.
Aside from top brands and classic wines, the trend is towards diversification with the focus shifting from top-of-the-range to mid-range wines. Chinese wine drinkers are ever better informed and most professionals surveyed note that they now cite wines from every price range. They seek out different wines and new alternatives. The PDO system indicates a certain prestige that facilitates sales.
To do business, it is crucial to build relationships on the ground. It is important to adopt a brand creation/development approach. It is essential to raise your profile among professionals and to boost your reputation among consumers through marketing campaigns and collective initiatives.
The personal experiences of buyers attending VINISUD Montpellier in February confirm these trends:
“Thanks to the variety, the wine from Mediterranean area meets the most Chinese consumers’ demands and we can see the consumption increasing every year obviously!”
Shanghai Huma Commercial and Trading Development Co. Ltd., Fuxin BAO, China
“During VINISUD 2012, I’ve got the opportunities to know many elite wine maker from the Mediterranean. I believe that as the market continue to bloom in China, the Mediterranean wines will definitely be in more and more Chinese buyers’ favor”
Xiamen Fond, Wine import & export Co. Ltd, Yonglei WU, China
VINISUD Shanghai: take your place and gain your listing!
VINISUD ASIA, to be launched in February 2013, at the New International Expo Center, Shanghai, in mainland China (26th, 27th & 28th February 2013) represents an opportunity to position yourself for this market with its enormous potential.
300 exhibitors are expected for this exhibition; like its French version, it is designed to promote wines from the South of France, and more widely those from the Mediterranean, Italy, Spain etc.
Already, the joint trades committees that contribute to the success of VINISUD Montpellier are supporting the initiative and doing all that they can to ensure that it is a success both commercially, for those businesses present, and in terms of the image and promotion of their PDO, PGI, naturally sweet and organic wines etc. Joint trades committees like CIVL (Languedoc), CIVR (Roussillon), INTER’OC (Vin de Pays d’Oc), INTER-RHONE (Rhone Valley), CHATEAUNEUF DU PAPE and TAVEL (Rhone Valley), CIV CORSE (Corsica) are preparing their group areas and events programmes. The CIVP (Provence) has confirmed the introduction of a free-access rosé tasting stand for promotional and training purposes.
More than 150 producers had registered by mid-July, including:
BERNARD MAGREZ; PAUL MAS; MONT TAUCH; FONCALIEU; BONFILS; DIVA SUD; GROUPE TAILLAN (CIE RHODANIENNE); FAMILLE QUIOT; MARRENON; MAS AMIEL; CHATEAU SAINT MAUR; VIGNERONS CATALANS; NAYANDEI; CHANTOVENT; BOISSET; VINOVALIE; RAVOIRE ET FILS; LAURENT MIQUEL; GEORGES ET ROGER ANTECH; CAVE DES VIGNERONS DE RASTEAU-ORTAS and DOMUS VINI.
With the support of two key institutional partners in China, CCPIT Shanghai and CIEC Beijng, and of Chinese specialists in social networking and press partners throughout Asia,Adhesion Asia is organising and promoting bilingual Anglo-Chinese publicity campaigns and a bilingual web site, creating an opening for a strong message to be presented regarding the quality and diversity of Mediterranean wines.
Bolstered by a very high-quality image of the Mediterranean lifestyle in China and throughout Asia, VINISUD ASIA will interest and attract buyers on the look-out for new wines.
The organisers expect to welcome 4,500 professional visitors from China and other Asian countries: importers, distributors, wholesalers, retailers, restaurateurs, sommeliers, journalists etc.
See you at VINISUD Asia, in Shanghai, on 26th, 27th and 28th February 2013
FOR FURTHER INFORMATION: www.vinisud-asia.com
Go to the Vinisud blog for a full roundup of Mediterranean wine news!