With around 40% of China’s wine being imported, foreign wineries and wine distributors have been presented with an enormous opportunity for global expansion. The rapid growth of the Chinese market attracts wine exporters from all over the world and, the European Union is the most competitive player for its leading position in wine production. However, it is important not to underestimate Chinese consumers’ perception of wine and attention to prices.
Although the wine market appears to be maturing in China, there is still a good share of consumers who prefer beer for its cheaper price and its availability. In fact, when it comes to discovering this foreign product, consumers tend to notice wines with a high quality/price ratio . This workshop allows SMEs operating in the wine industry to set up a comprehensive road map to start exporting wine to China.