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French Wine Marketing in China] 2013 MIEB 2 Sijing XU 21111347 Academic year 2012-2013 [FRENCH WINE MARKETING IN CHINA] Supervisor: DR. Thierry Lorey SIJING XU: FRENCH WINE MARKETING IN CHINA ABSTRACT French wine enjoys a good reputation, compared with wine from different parts of the world and with prices generally much more affordable. The China market was previously price oriented, there is a saying which was regarded with favor: the more expansive the wine is, the better quality it has. This gives opportunities to those famous brands like Chateau Lafite. Nowadays, increasing numbers of Chinese start to wine-tasting and enjoy imported wine. All kinds of wine are slowly getting into the Chinese market but the consumption is still dominated by red wine. Sometimes French wine is considered as a luxury product in China that is not yet accepted by all people. Therefore, French brand needs marketing to make his products recognized by distributors and different consumers. If a well-known wine with a good brand image will be easy to sell, however, for an unknown wine the task will be harder. This paper will focus on French wine through a qualitative and quantitative research to analysis the consumer behavior, examine the driving forces and research the key success factors for French wine marketing in Chinese market. Hence, it can provide useful marketing strategies to French wineries. Keywords: French wine, Chinese wine market, marketing strategy, success factor Acknowledgements I would like to acknowledge the support of my supervisor DR. Thierry Lorey, who helped me establish the direction of research and gave me valuable advice. Then, I received tremendous support from EM Strasbourg, both material and intellectual. And many thanks to those 110 respondents for taking precious time leave their comments and advices, without them this study would not have been possible. Finally, I express all my gratitude to my family who offer me this opportunity to pursue my master degree in EM Strasbourg and encouraged me throughout this study. 1 SIJING XU: FRENCH WINE MARKETING IN CHINA Table of contents Introduction……………………………………………………………..3 1. Current situation analysis of wine industry in china……………..6 1.1 A brief introduction of Wine in China..............................................................6 1.1.1 Developing history…………………………………………………….7 1.1.2 Domestic market…………………………………………………….......8 1.1.3 Imported wine market………………………………………………….10 1.1.4 The main issue of Chinese wine market………………………………..14 1.2 An analysis of Chinese concepts of consumerism……………………………15 1.2.1 A philosophical approach………………………………………………15 1.2.2 An economic approach…………………………………………………16 1.2.3 A cultural approach…………………………………………………..18 1.3 The characteristics of Chinese consumer behavior in wine purchasing……..18 1.3.1Key criteria for choosing a wine………………………………………..19 1.3.2 Target consumer for imported wine……………………………………20 1.3.3 Consumer motivation…………………………………………………..21 2. The development of French Wine in China market………………22 2.1 An overview of China importing French wine ……………………………….22 2.1.1 Historical process………………………………………………………..22 2.1.2 Development factors…………………………………………………….23 2.1.3 Actual situation…………………………………………………………..24 2.2 The Distribution channels ………………………………….............................25 2.2.1 Wholesalers……………………………………………………………...26 2.2.2 Off-trade…………………………………………………………………27 2.2.3 On-trade………………………………………………………………….28 2.2.4 Direct sales………………………………………………………………28 2.3 Other main market elements……………………………………………….…..29 2.3.1 Product……………………………………………………………….......29 2 SIJING XU: FRENCH WINE MARKETING IN CHINA 2.3.2 Pricing ……………………………………………………………………30 2.3.3 Promotion…………………………………………………………………31 3. SWOT analysis of French wine in Chinese market………………32 3.1 Strengths……………………………………………………………………….32 3.1.1 Tradition………………………………………………………………... 32 3.1.2 Popularity …………………………………………………………….....33 3.1.3 Brand image…………………………………………………………......34 3.1.4 Quality…………………………………………………………………...34 3.2 Weakness ……………………………………………………………...............35 3.2.1 Structure of French vineyard……………………………………….........35 3.2.2 Rigidity ………………………………….………………………………35 3.2.3 Unadapt with Chinese market…………………………………………...36 3.3 Opportunities ………………………………………………………………….36 3.3.1 A growing market………………………………………………………..36 3.3.2 New stage for varies wine……………………………………………….37 3.3.3 Beyond Bordeaux………………………………………………………..37 3.4 Threats ………………………………………………………………………..38 3.4.1 Trustless market…………………………………………………………..38 3.4.2 Aggressive competition…………………………………….......................38 3.4.3 Lack of wine culture………………………………………………………39 4. Result analysis: What kinds of French Wine meet Chinese Market? .................................................................................................40 4.1 Qualitative study ……………………………………………………………...40 4.1.1 Female consumers between 20 -35 years………………………………..40 4.1.2 Female consumers between 35-55 years………………………………...41 4.1.3 Male consumers between 20-35 years…………………………………...41 4.1.4 Male consumers between 35-55 years…………………………………...41 4.2 Quantitative study …………………………………………………………….42 4.2.1 Type of the wine…………………………………………………………42 3 SIJING XU: FRENCH WINE MARKETING IN CHINA 4.2.2 Relative factors of wine………………………………………………….42 4.2.3 Price of wine……………………………………………………………..43 4.2.4 Regions of wine………………………………………………………….44 4.3 A brief summary of consumer preference……………………………………..45 5. Recommendation: How to make French wine marketing more successful in China, in terms of French company? ………………...46 5.1 Before reach the market……………………………………………………….46 5.1.1 Wine education…………………………………………………………..46 5.1.2 Brand awareness…………………………………………………………47 5.1.3 Partnership……………………………………………………………….48 5.2 Entering the market……………………………………………………………49 5.2.1Segmenting the market…………………………………………………….49 5.2.2 Advertising……………………………………………………………….50 5.2.3 Selling ……………………………………………………………………50 5.2.4 E-marketing ………………………………………………………………52 5.3 After into the market…………………………………………………………..53 5.3.1 Reputation protection………………………………………………….....53 5.3.2 Wine and social network service………………………………………….53 6. Conclusion …………………………………………………………..54 Bibliography……………………………………………………………56 Appendix A……………………………………………………………..58 Appendix B……………………………………………………………..60 4 SIJING XU: FRENCH WINE MARKETING IN CHINA INTRODUCTION Background The wine we talk about in this study is defined as a beverage made of the fermented juice of any of various kinds of grapes (Middle English), in other words, could be grape wine. From a view of globalization of wine industry, regional wine producing and consuming countries have been trading for thousand years. There has been a considerable increase in export achievement by both new and old world producing countries. In response to increased competition from the new world, Australia; Canada; Chile; New Zealand; and US, many old world countries like France and Germany have expanded their target markets to Asian countries such as china and India. A third of all French wine produced is exported - is worth more than 10 billion euro a year and is increasing especially from Asian demand (“French wine/alcohol facts,” 2012) Chinese consumers have shown increased demand for foreign wines, especially for emerging middle class, they are ready and willing to purchase more non-traditional products, and this could provide important new opportunities for wineries worldwide. Table 1 Top 10 Wine Exporters 2000-2011, (mhl) 30000 25000 20000 15000 2000 10000 2005 2011 5000 0 Source: OIV International Organization of Vine and Wine (Reader & Hemisphere, 2012) 5 SIJING XU: FRENCH WINE MARKETING IN CHINA Turn to a micro view, we focus on France; traditionally known as the leader in wine industry. Forecasting based on the history statistics (Table 1), France is the third exporter of wine behind Italy and Spain with a huge gap in 2011, while it ranks as the largest producer and consumer of wine, with 16.17% of world production and 12.41% of consumption (Table 2). We can see from the table 2 that France’s wine production and consumption are actually in decline. France exports in 2012, valued at about $10.4 billion, remained flat compared to 2011. In value terms, European Union countries and the Unite States are the main importers of French wine. China is the second large destination for French wine exporting following the United States in Non-European area. Table 2 French wine production, consumption and exports French Wine Production (000Hectoliters) 2007 2008 2009 2010 2011 2012 %of the world’s Production 2010 45.672 41.640 46.269 45.669 50.757 40.609 16.17% French Wine Consumption (‘000Hectoliters) 2007 2008 2009 2010 Change2010/2007 Change2010/2009 %of the world’s consumption2010 30.34 29.73 29.30 28.92 -4.7% -1.3% 12.41% French Wine Exports 000HL $Mln Country 2010 2011 2012 2010 2011 2012 EU-27 9.006 9.035 9.161 4.452 4.814 4.759 China 754 1.177 1.395 367 708 702 United states 947 1.016 1.170 982 1.229 1.327 Japan 585 590 717 468 531 617 Canada 541 571 605 354 423 437 Switzerland 475 448 460 381 440 478 Hong Kong 154 205 182 408 600 408 WORLD 13.511 14.185 14.967 8.395 9.967 10.038 Source: Adapted from Wine Institute-statistics-2013; GTA; OIV; FAS Europe Offices; Eurostat.(2010_World_Wine_Consumption_By_Volume_Rank, 2010)(Sloop, 2013) In such a background, the issue we are committed to solve is that improve the value 6 SIJING XU: FRENCH WINE MARKETING IN CHINA on French wine exports to chase and close the gap between Italy. Meanwhile, China is the most potentially market that we should aim at; this is the reason why
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