Understanding the Wine Market in China

  • Date
    12 July 2017 - 12 July 2017
  • Beijing Time
    All Day - All Day
  • Venue

The imported wine market in China has been recovering since 2015, with a two-digit growth in volume and in value. France,Spain, and Italy are still leading Old World wines, while Australia and Chile have the leadership of New World wines. Meantime, it is expected that Eastern European wines disembarking in China, from countries such as Georgia, Moldova, and Ukraine, are also raising sales quickly. As a matter of fact, a total of 22 out of the 28 EU member states were exporting wine to China in 2016.

However, the Chinese wine market is changing at an astounding speed and has become increasingly competitive for EU producers. On the one hand, some countries such as Chile and Australia have reached trade agreements that give their products more favorable positions in the Chinese market in terms of pricing. On the other hand, Chinese consumers’ behavior also changes as millions of the so-called millennials gain the purchasing power with new shopping channels online start to prevail.

To maintain the advantages in China’s wine market, EU wine producers and exporters need to keep a close eye on those changing trends and know how to react.

This webinar will provide you a comprehensive update of the market and help you keep on track. You will get the essential information to develop an effective business strategy and pricing scheme, understand what types of importers you could work with in China and what sales channels are out there.


  • A comprehensive approach to the Chinese wine market
  • Price formation
  • Pricing demography of the imported wines in China
  • Taxonomy of importers
  • Sales channels
  • Introducing the Centre’s guideline – How to Start Exporting Wine to China
  • Bonus: China’s imported wine trade data for the 1st Quarter of 2017
  • Conclusion

How to Purchase and Access the Webinar

To purchase the webinar, you will need to log in or sign up on Vimeo platform.

Please note you will need a VPN to view the video if you access it from mainland China. If you would like to purchase and view the video but do not have a VPN, please contact Ms Wenxin Li at wenxin.li@eusmecentre.org.cn.

Related Content

Report: How to Start Exporting Wine to China (80 EUR)

(If you buy the report, you will receive 50% off discount code to purchase this webinar.)

About the Speaker

Rafael Jimenez, Business Development Advisor, EU SME Centre

With more than six years’ hands-on experience in managing business in China, Rafael offers advice for European SMEs in developing practical market entry strategies in the country.

Following a career at senior level within the F&B and ICT industry, he arrived in China in 2009 as Director of a Spanish F&B company involved in the restaurant and trade business. He helped the company set up a Wholly Foreign Owned Enterprise (WFOE) in China, ran operations for three years and led a team of more than 100 employees. More recently he was Shanghai Office Director at a Management Consultancy Firm.


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