Asian growing markets and competition: evidence in the Chinese wine market

Chinese society is becoming a consumer society thanks to economic development, which has brought about a revolution in values. The demand for luxury and branded products cannot be fully satisfied by domestic production. Chinese consumers are facing progressive westernisation, also involving the demand for imported wine, which is perceived as a luxury product. This study highlights the factors determining the growth in demand for imported wine, the impact these factors have on competitive relations among exporting countries and wine regions, and the opportunities and constraints facing the business development of the main competitors. Group influence on choices, the new ‘cultural revolution’ and the desire for achievement and modernity have emerged as drivers of the demand for imported wine, the pursuit of luxury, the wish for westernization and the perception of a foreign product’s country of origin (COO). France has emerged as the foreign supplier who benefits from a strong and undisputed reputation, especially in bottled and sparkling wines. However, Chinese consumers are moving towards new suppliers and product differentiation, opening new business opportunities.