China is turning into one of the world's largest most lucrative food and beverage markets.
Especially wine is in demand and has become fashionable as a symbol of social status. This
trend is very likely to continue as wine consumption is closely related to income and China's
emerging middle class offers tremendous potential. The market's healthy value growth will
further encourage newcomers from outside China. But how can a market entrance be successfully
managed and what are the main challenges when bringing wine to China? This book is an insiders'
guide to efficiently planning a market entry by taking a thorough look at the wine market of
China. It surveys the typical behavior of the Chinese wine consumer and examines the relevant
factors for a successful market entry. Distribution channels (off- and online) pricing models
and marketing activities are scrutinized. Further the reader gets insights into the challenges
of this dynamic market such as fierce domestic and foreign competition policies and
regulations as well as entry barriers. The thirst for wine prevails and this book will
leverage your momentum.
