Description
The Wine Value Chain in China: Global Dynamics, Marketing and Communication in the Contemporary Chinese Wine Market presents information on China and its role as a relevant player in the international wine industry, both as supplier and consumer. The book provides new insights into the global dynamics of the wine industry, expanding the knowledge of academics, practitioners, and students on the growing demand for wine in China.
Special attention is paid to the supply and demand changes, their impacts on Western wine supply chains, and new market opportunities. The book contributes the latest research findings to increase the understanding of the context of wine consumption in China and the most suitable marketing and communication approaches. The book aims to provide academics with the most adequate methodological tools to study a novice market, with both conceptual and empirical chapters included.
The book covers a range of topics, including the behavior of Chinese consumers and their attitudes towards wine, the cultural context of wine in China, the characteristics of the wine supply chain in China and its development, the impact of China on Western wine supply chains, wine marketing and communication in China, wine branding in China, including counterfeiting, wine education in China, the links between wine, food, luxury, and Western products in China, and wine tourism.
- Collects and collates research on wine consumer behavior in China
Chapter
The Rise of Wine in China
What does Existing Research Tell Us about China?
The Structure of this Study
2 Some Fundamental Facts about the Wine Market in China
The Macro Environmental Context in China
Political and Legislative Factors
The ‘Four Changes’ Strategy
New National Wine Standard
Reduction of Import Tax and Free Trade Agreement
Alcoholic Beverage Market in China
Profile of the Overall Wine Market in China
Exploration of the Import Wine Market
Limitations of the Secondary Data
Summary of the China Wine Market
3 The Regulatory Environment for Wine in China
The Development of a Wine Market
The Implementation of a Regulatory System
The Requirements for the Labelling of Wines
Towards a Convergence with the International Standards of Law for the Wine Sector
A Dual System Built on Trademarks and sui generis Appellations of Origin
An Absolute Need to Protect Intellectual Property Rights
Guaranteeing the Origin of the Wines
The New Challenges of China
4 Gift Culture in China: Consequences for the Fine Wine Sector
The Chinese Culture and Its Affection Towards Luxury Products
Major Cultural Concepts in China
Luxury Gift-Giving in China
The Chinese Gift-Giving Culture
Gift-Giving as a “face act”
Recent Developments and Recommendations
Recent Developments: “The Watch-Wearing Brother”
Conclusion and Future Trends
5 Young Chinese Consumers’ Wine Socialization, Current Wine Behavior and Perceptions of Wine
Characteristics of the Sample
Early Experiences with Wine
Current Wine Experiences and Wine Knowledge
Future Wine Consumption Intentions
Conclusions and Implications
6 Store Image Perception of Retail Outlets for Wine in China
State-of-the-art on wine retailing in China
The Conceptualization of Store Image
Discussion and Conclusions
7 Wine Consumption in China: Regional Differences in Territorial Brand Perceptions
Territorial Brands in Wine: Champagne and Bordeaux
Foreign Wines are Better than Chinese Wines
Champagne Remains Outside Chinese Culture
Some Regional Reasons to Explain the Perception of Foreign Wines
How Region Explains the Differences Between Champagne and Bordeaux
Discussion and Conclusion
8 Wine Purchasing Behaviour in China
Conclusions and Implications
III. Markets and Distribution
9 David versus Goliath: Market Entry Strategies of Small and Medium Sized Wine Estates
Market Entry Strategies in Light of Internationalization of Enterprises
Internationalization of Enterprises
Internationalization and Culture-Specific Consumption Preferences
Case Study: Georg Müller Stiftung Success in China
Summary and ‘Lessons Learned’
10 The Chinese Wine Market – An Analysis of Wine Distribution Channels in a Highly Competitive Market
The Chinese Wine Distribution System Development
The Views of German and Chinese Wine Players on Wine Distribution Channels
Conclusions: Lessons Learned
11 Relationship Quality Between Portuguese Wine Producers and Chinese Distributors Insight and Recommendations
Background Literature on Relationship Quality
The Chinese Wine Market and Consumption
The Chinese Market as an Opportunity for Portuguese Producers
The Chinese Consumer Behaviour
A Wine Product for the Chinese Market
Wine Prices in the China Market
Country of Origin Wine Image in China
Organizational Culture in the Chinese Market
Relationship Quality in the Wine Sector
Factors Influencing the Relationship with China
Managerial and Social Implications
12 Rough Seas Ahead: Quality Concerns for China-bound Wine Shipments
The Chinese Wine Market and Infrastructure Challenges
The Hong Kong Wine Gateway
Temperature Quality Issues in the Wine Supply Chain
Applying Total Quality Management to Wine Distribution
Wine Storage Management Certification
Research Methodology and Findings
Lessons from the Interviews
Lack of Standardization Leads to Heterogeneous Responses
Multiple Options Exist for Protection
Temperature Monitoring and Protection Yields Tangible Benefits
Producers are Aware that Temperature Controls may be Inadequate
Temperature Monitoring is Less Widespread than Control
A Degree of Complacency Exists for Now, But Change is Expected
IV. China in the Wider World of Wine
13 Chinese Foreign Investment in Wine Production: A Comparative Study of the Bordeaux Region in France and Western Australia
Introduction and Research Questions
The Evolution of Chinese Investment in the Regions Studied
Chinese Investment in Bordeaux
Chinese Investment in Western Australia
Investor Motivations and Difficulties
Trends in Trade in Red Bordeaux Wine to China
Discussion and Managerial Implications
14 Wine as a Dimension of City Image: Preferences of Chinese Tourists for an Old World Wine Destination
Destination Branding and Wine Tourism
The Case Study. The Image of the City of Verona Among Chinese Tourists: The Role of Wine
Data Collection and Sample
15 Practice Viewpoint: The Chinese Way
Personal Experience(s) with a Chinese Wine Importer
Conclusion: Operating in the Chinese Market
16 Development Process, Current Status and Future Trends of Chinese Grape and Wine Industry
The Development Process of Chinese Wine Industry
Current Status of Chinese Grape and Wine Industry
Varieties of ‘vinifera’ and Planting Conditions
China’s Wine Production and Wine Consumption
Wine Consumption in China
Status of the Imported Wine
Domestic Market Distribution of Imported Wine
Future Trends of Chinese Grape and Wine Industry
The Changing Link Between Public Choices, Social Practices and Individual Attitudes
The Rise of Interest in Wine Knowledge
Regionalization of the Chinese Market
Relationships in the Supply Chain
The Driving Force of E-commerce and Social Media
The Potential of the Domestic Wine Production
Chinese Movement into the Wider World as Tourists or as Investors
The Wine Value Chain in China
：Consumers, Marketing and the Wider World
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