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Presentation of Bordeaux Wine in China.

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Bordeaux wine to China

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Presentation of Bordeaux Wine in China.

  1. 1. BORDEAUX WINE: The Chinese Opportunity
  2. 2.   I – Demographics & Economics  II – Doing business in China  III – Chinese concept of Time  IV – Wine market analysis  V - Our recommendations AGENDA
  3. 3. Demographics & Economics
  4. 4.  Social and demographic figures
  5. 5.  Social and demographic figures Labour Force per sectors Agriculture: 39.5% industry: 27.2% services: 33.2% GDP - composition by sector: agriculture: 10.6% industry: 46.8% services: 42.6% (2009 est.) Age repartition: 0-14 years: 19.8% 15-64 years: 72.1% 65 years and over: 8.1% Life expectancy: rank 108 in the world; Total population:73.47 years
  6. 6.  Economics key facts
  7. 7.  38.924 29.879 26.178 9.546 20.231 15.546 13.968 13.376 11.677 11.392 0.54 7.03 0.28 17.20 1.64 2.00 8.90 10.20 19.00 2.80 0 5 10 15 20 25 30 35 40 45 GDP/Capita in $ US Population in Million People GDP per Capita in Cities and urban Areas
  8. 8.   1 October 1949 (People's Republic of China established)  Chinese Communist Party or CCP [HU Jintao]; Eight registered small parties controlled by CCP  No opposition or politic group of pressure  President HU Jintao since 15 March 2003 Politic & Government
  9. 9. Doing Business in China
  10. 10.  Confucianism: concept of harmonious relationships  respect and loyalty  Face:  Diu-mian-zi  Gei-mian-zi  Liu-mian-zi  Jiang-mian-zi  Meeting & Greeting: shaking of hands + slight nod of the head  No physical contact in business  Body language DOING BUSINESS IN CHINA
  11. 11.  Business Cards  Gold characters = positive color: fortune + luxury  Hold the card in both hands when offering it, Chinese side facing the recipient What to Wear?  Dark colored, conservative business suits  Women should wear flat shoes or shoes with very low heels  Bright colors should be avoided DOING BUSINESS IN CHINA
  12. 12.  Meetings and Communication  Intermediary  Very formal: avoid humor & politics  Be patient: trust + bureaucracy  Rank is very important is business relationship  Prefer face to face meetings  45 % of business managers are women DOING BUSINESS IN CHINA
  13. 13.  Business Meeting Etiquette  Appointment in writing (English + Chinese – no colors)  Punctuality = respect / Arriving late = insult  Insist on long term benefits  Only senior members will speak  Slow pace  They never say no  Tough negotiators: Their primary aim in negotiations is 'concessions‘  Don’t use high pressure tactics DOING BUSINESS IN CHINA
  14. 14. The Chinese concept of Time.
  15. 15. CHINESE CONCEPT OF TIME China = polychronic country Cyclical concept of time Luni-solar calendar Gregorian calendar
  16. 16. CHINESE CONCEPT OF TIME Time = change and movement of the material and natural world Time is more elastic than in Western countries “Shi” = “time” Not the exact definition. It is the good moment to act.
  17. 17. CHINESE CONCEPT OF TIME China conception of time is past oriented (values/ family) In Chinese chronologies, time is not counted from a single date, such as the birth of Christ. Dedicated to long term goals
  18. 18. HOW CHINESE CONCEPTION OF TIME WILL ESTABLISH GOOD BUSINESS RELATIONSHIP: Time = High Value « Time is not money » Be patient Be always ponctual Give priority to long term relashionship
  19. 19. Wine market analysis
  20. 20.   Biggest productors of wine in China :  1 Changyu Wine Group Co Ltd  2 Greatwall Wine Co  3, Yantai Weilong Grape Wine Co  4, Dynasty Production of wine in China China has around 400.000 hectares of vineyards.China is 11th producer 8th vineyards in the world in terms of area
  21. 21.  Some facts about the consumption of wine in China Honk Kong wants to be the center of the wine market in Asia. - No taxes on wine - No taxes on added value 8th world consumer with 3,6 liter per capita and per year First wine market in Asia with 70% of wine consumed in Asia. 2010 Today China represents less than 7% of the consumption in the world 150 millions of consumers in China It represents a market of 7 billion $ for a total of 153 billion $.
  22. 22.  The consumption in the future Total wine consumption in China in 2013 would be 1.26 billion of bottles. 25% of growth in Asia (70% in China) Consumption of 100 millions crates of 9 liters by year. 7th World wine market
  23. 23.  Importations of wine in China France represent 42% of the importations Top 10 French red wines imported: - Château Lascombes - Lestrille Capmartin - Château Haut-Brion - Château Pétrus - Château La Croix David - Clos des Cortons Faiveley - Château Ferran - Echezeaux 2006/2009: 480% of increase Australia is 2nd provider of China. Today it represent 10% of the total consumption but it will reach 16% in 2013
  24. 24. Importing Wine in China
  25. 25.  OUR TARGET Middle class : Superior level of education : 150 million people  Young women or men living in city  Young couple  Officials Richest class : 22 million people Foreigners
  26. 26. MARKETING MIX Objectif : China
  27. 27. OUR STRATEGY  Focus on Red Wine (67% of consumption)  Focus on Hotel, Coffee and Restaurant (65% of sales)  Insure a luxury image of our products (ostentatious consumption)  Partnership with CIVB : Set up of Wine degustation in strategic places  Partnership with Chinese government
  28. 28. Economy /Social •Upper Middle class growth (21,2 % by 2015) •GDP & GDP/capita Growth •Political stability New market : new opportunities •150 millions potential consumers •Good perspectives for wine consumption (1,26 bottles consumed in 2013) •Luxurious and renowned image of french products •Understand business manners Success •Long term vision •Relieve the lack of informations of consumers about wine with partnerships. • Success in China = first step to succeed in Asia
  29. 29. Sources www.tradingeconomics.com www.economics.com The World Bank www.idealwine.net www.ciafactbook.com www.ca-vinexport.com

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