To promote e-learning platform about wine sensory in China, there is some areas which consist of the ultimate of wine, understand the nature of Chineses, and wine in Chinese market that need to be focused in order to acknowledge Chinese market.
The Ultimate of Wine
What is wine?
Simply answer, wine is the fermented juice made from grapes.
There are two types of grapes wine is made from: white grapes, which is a green-coloured) and black grapes which is red-coloured. Within several types of grapes, there are varieties used to make thousands of wine.
Some factors that affect a wine’s character such as the wine region, tannins, sweetness, acidity, body, and flavours, however, let’s keep it simple and focus on six main types of wines:
- Red wines
- White wines
- Rosé Wines
- Sparkling Wines
- Dessert Wines
- Fortified Wines
The benefit of wine
It provides antioxidants, may promote longevity, and can help protect against heart disease and harmful inflammation. Surprisingly, red wines are more likely to have higher levels of antioxidants than white wine.
Understand the nature of Chineses
“Fashion is in Europe, living is in America, but eating is in China.”
The phrase is a testament to the popularity of Chinese food around the world. Food and Drink is an important part of daily life for Chinese people. Chinese people not only enjoy eating but they also believe that eating together will bring commensality.
(https://vinocritic.com/pairing-wine-with-chinese-food/)
Wine in Chinese market
(https://planetwine.co.za/predicting-chinas-future-as-a-m
ature-wine-market/)
1) Trends of drinking wine
A key characteristic of China’s wine market is the move towards quality over quantity. The trends of focusing on quality of wine consumption in Chinese market is steadily increasing.
The shift towards quality mirrors what is being seen in alcohol markets in several Western countries. Meaning that consumers who have more knowledge and are engaged with categories of wine, are more selective about beverages they are going to drink.
(https://www.scb.co.th/en/personal-banking/stories/business-maker/china-city-tier.html)
2) Diversification
When entering Chinese market, “City Tier” were introduced or in other meaning, it is a hierarchical classification of Chinese cities which is the first factor to study before entering Chinese market.
- Tier 1 Cities
- Tier 2 Cities
- Tier 3 Cities
- Tier 4 Cities
- Tier 5 Cities
3) Online shopping : Social media
One of the best way to sell wine in China is through digital platform – social media is the greatest way to reach Chinese consumers to introduce new products. The most effective way to advertise a product is using captivating videos or photos as well as live streaming as Chinese are very open to new and emerging technology.
However, wine producers have to operate in a different platform that works in other major economy yet there are some application Google, Facebook, YouTube, Twitter, Pinterest, Instagram, and WhatsApp were blocked in China. Still, there are some following online platform that available in China.
- Baidu: It is very similar to google having pay per click and advertises showing up in search along with the keywords based content.
- Weibo: Popular messaging app which combine Facebook and twitter as in this app. The brands can make use of this platform to advertising wine to Chinese consumers.
- WeChat: It is one of the most popular messaging app and is ranked world’s 5th largest messaging interface. It offers its user much more than the messaging ranging from booking hotels or making payments to using it for official purpose.
- E-Commerce: Alibaba is one of the China’s biggest e-commerce company accounting for maximum online retail. i.e. Taobao, being China’s largest shopping website.
Promoting wines in digital platform is an essential and understanding the landscape and opportunities it brings for effective advertisement is very important for the business in order to attract customers in the Chinese market.
Ms. Aina Dulyaseree ICO, NIDA, IBM, July 2022
Sources:
https://corkbeard.com/blogs/news/wine-101-what-are-the-different-types-of-wine
https://www.fdichina.com/blog/wine-selling-in-china/
https://www.scb.co.th/en/personal-banking/stories/business-maker/china-city-tier.html
https://www.fdichina.com/blog/wine-selling-in-china/
https://ethnomed.org/resource/chinese-food-cultural-profile/
Politique Générale de l'Entreprise 