Theexport of Italian wine in China requires a strategic vision whose corollary is ‘simplify to grow’. Pragmatism is essential to effectively communicate the essential values of the products. We interviewed in this regard Roberto Cooper Bortolussi, founder of Wine Marketing Italy.
Wine in China, data and trend
The wine market in China is expected to reach 24.540 billion dollars in 2021. The estimated average per capita consumption of 1.1 liters/year, related to the largest population on the planet, places the Middle Kingdom among the elite international markets. Although still far from the USA, where sales in 2021 are estimated to reach 55.135 billion dollars.
The growth forecast overall of the Chinese wine market is however estimated at +6.4% CAGR (Compound Annual Growth Rate), nel periodo 2021-2025. Con importazioni che nel 2019 hanno superato i 610 milioni di litri di vino, in continua crescita di valori e volumi.
China, the important wine distributors
COFCO (China National Cereals, Oils, and Foodstuffs Corporation) – holding state-owned, is the leading food producer as well as the top wine importer in China (through its logistics company C&D).
Torres China, group established in 1997 and participated by Baron Philippe de Rothschild, since 2017, is itself a protagonist in sales in the retail physical thanks to the joint venture with the supermarket chain Yonghui, in 2015.
Jinyu Group, through Zhejiang Daxiyang Importing Co. acquired in 2012, in turn operates in retail physical and in theecommerce specialized with its White Hart Castle website.
Summergate wine distribution – started in 1999 and acquired in 2014 by Australian Woolworth – imports wines from all over the world with impressive volumes on the Chilean Casillero del Diablo.
Tenwow, socio di maggioranza di Nanpu Food Co. Ltd., distribuisce i grandi marchi internazionali di whisky e cognac, oltre a vini d’importazione.
ecommerce specialized
1919.cn – where the shareholder Alibaba has recently invested US$ 2 billion – it is the reference model. To the sales (online e offline) are added sommelier services on mobile and app, in addition to the instant delivery of wines in 19 minutes, in selected cities.
Yesmywine is instead the largest platform of ecommerce specialist at a global level. Very active on social as well as obviously equipped with an app, integrates the channels online with the presence offline in over 200 wine shops in the P.R.C. A small thing, compared to the giants of theecommerce generalist.
The three platforms Tmall.com (Alibaba), JD.com (Tencent) and Pinduoduo are estimated to occupy almost 90% of the overall market ofecommerce Chinese.
Wine Marketing Italy
Wine Marketing Italy is a specialized consulting and training company, which specifically addresses Italian wineries. ‘‘Our mission is to increase awareness of the strategic value of marketing which too often follows rather than leads exports. Italy, after all, boasts an extraordinary variety of wines, often undervalued‘, explains Roberto Cooper Bortolussi, who shares the following reflections with us.
Wines and terroir
‘Terroir is a value that can become a limitation, given a complexity like the Italian one where variety does not correspond to production volumes and communication investments. The Chinese importers participating in our annual master explained how difficult it is to explain the Italian oenological complexity. And this complicates its sale’.
Commercial chaos
‘Italian wine producers have to deal with IT technology, social networks, and apps [which in China find an ideal synthesis in WeChat, ed.]. thanks to which it is now possible to compare a myriad of products, but without being able to taste them. Appearance risks surpassing the intrinsic value of the beverages, in a great commercial chaos’.
Organic and/or natural wine?
‘Italian wineries clearly distinguish themselves into two factions. Those who believe in organic wine – and produce it, with a growing trend – and those who claim to do even better, without however being certified organic. This is the case of natural wines, which in the Old Continent are highly appreciated [despite the large opposing lobbies, ndr] ma è difficile valorizzare nella mischia dei prodotti non classificati biologici‘.
Lessons of lockdown
‘The lockdown taught many producers the importance of having a diversified customer portfolio, without relying on a single sales channel. Small and medium-sized wineries, often family-run, need to expand relationships and develop strategies – consistent with specific objectives – that include social networks and various e-commerce channels‘.
trend market
‘Wine consumption has overall decreased in recent years. Beyond new markets, such as the Chinese one. Conversely, the average value of sales units, i.e., the price per bottle, has increased globally. Attention to quality and ‘naturalness’ is growing, as also attested by the increasing success of organic wine.
Wine is no longer a commodity and indeed takes on, in some markets, a symbolic value. Also in its functions of ‘entertainment‘ and gift. Experiential marketing can prove to be the winning path, to share the experience associated with the glass and increase consumer satisfaction‘.
Dario Dongo and Beatrice Nardone
Dario Dongo, lawyer and journalist, PhD in international food law, founder of WIISE (FARE - GIFT – Food Times) and Égalité.
Graduated in gastronomic sciences at the University of Parma, with a great passion for sustainable development and innovation in the agri-food chain.
