Everything you need to know about... China's love for French wines | Sandra Painbeni

France exports the equivalent of 70 Rafale fighter jets per year in wines. Partly to the Chinese market: it is the first destination for Bordeaux wines, and on average, one out of every two imported wine bottles is French. The Chinese have a historical attraction to products made in France, which is confirmed with wine. China loves French wines! China now represents the 5th largest wine consumer in the world and the largest consumer of red wine. The temptation is great for the French wine industry to conquer this market, often perceived as the new El Dorado of the wine trade. But which China are we talking about? Because the wine market in mainland China is quite different from that of Hong Kong. And sometimes this is done without taking into account the local limits and constraints. Did you know? Nearly 80% of wines consumed in China are... Chinese! And the annual consumption per capita is limited to about 1.6 liters, barely more than one magnum of wine. France also faces increased competition from other imported wines (especially from the New World), the risk of counterfeiting, and of course, the need to adapt to the specific distribution methods and consumer behavior of the Chinese. These are all topics addressed in this book after two years of research and interviews conducted in China with wine professionals. #Assessment #Best practices #Key success factors. Sandra Painbéni is a specialist in the wine market in China. The author of several publications on wine, she conducts research on the strategies of French winemakers and on French wine in China. She is a teacher-researcher in the marketing of culture (cultural goods, wines, bistronomy/gastronomy) at the European Business School Paris, and has founded Be Creative Zen, a training and consulting company in this field. She also teaches wine marketing at CELSA and at the School of Wine & Spirits Business of the Groupe ESC Dijon-Bourgogne. Chapter 1 China, the new El Dorado for the wine trade? 1.1. China: "the land of alcohol" 1.2. Mainland China has awakened 1.3. Hong Kong: "The Place To Be" for wine 1.4. An intensification of competition 1.5. Interview with Olivier Thiénot (Ecole du Vin-Asia, Hong Kong) 1.6. Interview with Laura Schouman (CCI, Hong Kong) Chapter 2 Exporting French wine to China: opportunities and threats 2.1. The appeal of the Chinese for Made in France 2.2. New opportunities for French wine 2.3. Logistics in China: the weak link 2.4. The risk of "fake wines" 2.5. The 5 Cs of wine 2.6. Interview with Olivier Vérot (Marketing China blog) Chapter 3 The France-China Relations: Cheers China? 3.1. A little bit of history 3.2. The Franco-Chinese wine trade: between cooperation and coopetition 3.3. Chinese people buying French vineyards: for or against? 3.4. The Middle Kingdom counterattacks against French wine. 3.5. Is Chinese Wine "The Next Big Thing"? 3.6. Additional resources Chapter 4 French wine in China: a reflection of mainstream culture? 4.1. Perception and use of wine in China 4.2. China is currently drinking red. 4.3. The choice of brand: Bordeaux, or nothing else? 4.4. The quest for the "Wow Effect!" of packaging 4.5. What about Champagne in China? 4.6. Interview with Julien-David Le Gentil (sommelier and wine consultant) Chapter 5 French wine: a luxury product in China? 5.1. The great French wines: "icon wines" 5.2. Bordeaux challenged by Burgundy 5.3. The consumption trend "Pay for safety" 5.4. The development of "Pay What You Drink" 5.5. The principle of "Bring Your Own Bottle" at the restaurant 5.6. Interview with Nicolas Pierron (Island Shangri-La Hotel, Hong Kong) Chapter 6 Where to sell French wine in China? 6.1. The operation of wine distribution in China 6.2. The key role of the importer 6.3. Which wines for e-commerce? 6.4. Interview with Terry (Wei) XuYesmywine.comIt seems like your message is incomplete. Could you please provide the text you would like me to translate from French to English? 6.5. The case of wine cellar managers 6.6. Interview with Gregory De Eb (Crown Wine Cellars Ltd) Chapter 7: How to communicate about wine with the Chinese? 7.1. Brand storytelling: a prerequisite 7.2. Digital communication: essential! 7.3. The key success factors for communicating at a wine fair 7.4. Interview with Olivier Darras (Adhesion Asia) 7.5. The case of an effective 360° communication strategy: Inter Rhône 7.6. Interview with Olivier Legrand (Inter Rhône) Conclusion