Couple of things to share with you today, guys:
- CHINESE ARE INVESTING IN WINE
Chinese are not just buying wine, they’re making it, learning about it, and also investing in it.
The growing Chinese middle class, saw wine market skyrocketing in last years. Chinese are investing in lands all over the world to produce wine. Chinese even take class to better understand wine, in order one day to run their winery in China.
Most of all, chinese choose red wine. For two reasons: because the bitter local food perfectly fits with the red wine hard taste, and because red is a lucky color in China.
The International Wine & Spirit Research says that between 2007 and 2013, Chinese wine consumption increased by 200%, while declining in France and Italy, for 18% and 5.8% respectively. But yes, Chinese aren’t got used to drinking wine, and you know it since your Chinese friend quickly jumps up the table and crazily dances on it after half a pint, or passes out following a tip of red wine.
Chinese drink less that us (1.5 liters per capita in 2013), against 51.9 liters per capita in France.
- CHOOSE A CHINESE NAME
Following my last post about how to conquer Chinese markets for European wineries, one more important issue must be addressed: the name! Big foreign brands are deeply present in the Chinese market; but it would be more different if these brands had a Chinese name parallel to their original one. Call it “The red Dragon”, “The King’s Jade”, or “Ding ding China” but do it in Chinese characters will make you gain many Chinese customers who belong to the middle-low class that otherwise would not understand your brand.
Moreover, the “ganbei” 干杯 (literally “empty the glass”) colture in China, which assumed to drink the glass of whatever it’s in fron of you in one shot, is slowly getting by the slow-tasting habit.
This new trend of drinking wine in China is well described by the enormous growth of “Cheers” a franchising with more than 40 shops only in Beijing, with more in Chengdu, Shanghai and Shandong province, “Cheers” is getting things done, following the flux of wine habit in China.
So you’d better start challenge your Chinese friends donw for a wine race, and you’d better figure out that there might be times, where you can actually lose!
Find more about “Cheers” here: https://www.cheers-wines.com/
CGTN: https://www.youtube.com/watch?v=nVUuCTYONCg&t=708s
Trading to the world 