Wines of South Africa in China: Briefing for a communications campaign

Information: Chinese market:

- First economic power in front of USA in 2015

- China would be 2 largest market in the world after USA in 2021

- Over next 5 years, China’s consumption rises 1/3 to $23 billion

- Income earners in china

- 1.2l per capita 2015

- Wine drinkers 38 million 2015 -> 48 million 2016

- Chinese wine market: two segments: low-priced market and Hight-priced market, Chinese import market is dominated by French wine 40% and others top performers (Australia, Chile, Spain, Italy and US)

Information: South African market:

- Mid-priced market, 8th largest producer

- 2% presence in China in 2015

- SA ranks -> 7 international exporter (first France and second Australia)

- Chile strongest competitor in term of united price

- 2011-2015 Chile and Australia highest growth rates in China

- 2016 china is the 6th largest export destination.

- South African wine has been criticized for failing to maintain an image of premium quality in the international market

Motivation Chinese drink wine:

- Health

- Better value for money

- Changing life stages

- Quality seeking

- Changing age structures

Who buy wines: Target:

- Male searches and purchases more than female

- The Chinese’s buyers of wine are the young generation (25-29) represent ¼ buyers and (18-34) 66%

Where to buy wine:

- Online

- East of china:

The most consume wine in China is the red wine (77.4% bought online), sparkling and champagne (11.4%) and the white wine (6.1%).

Labelling and bottle design really important for Chinese to choose a wine.

Region: Keep in mind that Chinese cuisine differs from region to region, central China consume more spicy dishes, while eastern regions prefer mild dishes in flavor, which can influence a buyer’s choice.

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