Stores of wine in China
In 2011, Rabobank estimates at 3 000 the total
number of stores of wines in China. 156,19 million cases were sold the same
year. The consumption increases by 25 % / year. The potential of the Chinese
market is enormous and the competition became formidable... Moreover, certain
distributors of Chinese wine saw their figure of affair falling these last five
years with the massive arrival of imported wines.
Good image for stores in
China
The GMS stores
possess a good image in China contrary to France. The sold products are
considered as not being of the forgery and the practiced prices are cheap in
big cities. Local wines represent 90 % of sales. Besides, the promotions are
aggressive and the packagings are adapted to the Chinese culture (gift boxes, design).
But, the Chinese stores included that foreign wines brought a smart and
positive image. Even if this shelf space brings back only 1 to 2 total
percentage of sales of the store, sales increase every year a little more.
These
stores settled down in districts rich in large cities. Consequently, imported
wines are represented well, such Jinying, Parkson, Wangfujung, NWDS...
Wines in specialized
stores in China
The number
of specialized stores quickly increases. They are among others situated, in
shopping malls, in corners of supermarkets. They are also stores (Links for
Links Concept, very powerful Chinese distributing Aussino, Jointek, ZWMJ,
Somso), wine bars (Wine Must for Wines Selection; Everwines for Torres), Clubs
of tasting (The Wine residence for Fine ASC Wine) bodies of events... These
stores belong to importers, distributing, or to investors. They are their
"Showrooms" to expose their range and convey a positive image. Their
activity rests mainly on it B to B and on the sale to the private individuals
with a strong purchasing power (Chinese of middle class in easy and exiled).
Aucun commentaire:
Enregistrer un commentaire