So, you want to sell wine in Beijing. Read this.
If I had a kuai for everyone in Beijing who says they want to open a wine bar or import wine, I’d be chilling in Aria with a bottle of Bollinger right now. Add another kuai for every winemaker seeking to enter this market, and I’d have another one on ice.
The wine business is not for the faint of heart (or liver). Those determined to enter it should read ”How can I sell wine in China?” by Dan Siebers (Summergate Wines), on my Grape Wall of China blog, for some of the basics. A breakdown of the series:
Part 1
An introduction to key issues facing producers who seek to enter the China market, including poor media coverage and a lack of consumer research
Part 2
Consumer trends, including local tastes, buying patterns and brand strategies as well as which countries’ wines do the best
Part 3
Kinds of importers, including independent foreign-owned, independent locally owned, independent Hong Kong-owned, Chinese wine companies, and “cowboys”
Part 4
Brand distribution, including import statistics and two cases of the “dangers of success”
Part 5
Geographic distribution, including what to expect in various Chinese cities, and numerous “land mines” producers face, including ones that might cost them a lot of time and money
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