Italian wine: caught between the French and New World change
Fifties and sixties can be said that the Italian wine in China developed the first low period, the objective reasons that China was developing into something in the wine was the initial period, the domestic wine still in the research stage of technology, did not enter the public view, let alone is exotic Italian wine.
To the late 80s, Italian wine in a good momentum of development in China began to display, export volume and export volume increased substantially in the next a few years, its export volume and quality of wine may have been kept steady trend of increase was Italian wine into the glorious period began, peaked at 96,97, Italian wine, with Aung wellhead equipment became popular in the Beijing market, overtaking France and Australia wine, imported wine in Beijing once occupied the top spot get things into place.
2002 years later, after China entered WTO era, China's surging wine country. Many import and export trade Proxy Companies to spy on imported wine in the profits, transformed into imports of wine trading company, national wine market competition to bear. Italian wine began to decline from this time, we adhere French wine, coupled with rising star into the New World wines, Italian wines pushed to a corner of obscurity.
Until 2007, Italian wine began to have signs of recovery, imports grew rapidly, growth ahead of France, the Australian wine. 2008 Financial Crisis sweeping the globe, naturally also affected the Italian wine in the global market pace, only in China, its growth rate high. Traders and the government seems to have awareness, and increased promotion of the Chinese wine market and investment, Italy has once again become the focus of the wine concept of vision in the crowd.
Pride and Prejudice Hair layer of Italian wine review process was not smooth sailing along the way. Behind its ups and downs, in the end is driven by what force? Let us have wine in Italy over the past few decades apparent in the Chinese market to analyze the reason.
In the eighties and nineties, when the awareness of consumers of imported wine is generally low, while the Italian wine Sell Channels are more concentrated in star hotels and Western restaurants, especially Italian restaurants, these places of reform and opening up a place frequented by the rich, and most start the first batch of imported wine consumers. You see, the number of Italian restaurants in Beijing restaurant a big part in the ratio of the advantages of sales channels for the rich and powerful class was quick to remember it, the Italian wine from fortune. To food as a bridge, and the restaurant creates the perfect Italian wine Joining the peak of glory. Success or failure, but Xiao He Xiao He, since then, the Italian wine producers, marketing agencies formed the convention, such a concept, that only with the Italian food and Italian restaurants, you can put their wine into her.
Actually not the case in China, Italian food is not necessary to eat Chinese food everyday, and everyone's consumption, or more Chinese food, Western food can not become mainstream, pizza is no substitute for rice; imported wine consumption groups dry top of the pyramid is no longer focused on the little crowd group, returned overseas Chinese, returnees, new era intellectuals, wine lovers, these people's diverse selection of wine for Italian wine command also gradually lost its edge; and this time the French restaurant and wine began to rapidly Gift Channel penetration, rapid sales growth, the Italian wine in the new channel development and extension of the slow reaction layers and their complacent, self-righteous attitudes and ideas makes them pawns in the Chinese market, while defeated warriors, originally part of their market shrinking.
Today, Italian wine in China has been able to maintain stable growth, but to realize the great rejuvenation of glorious history, but also take time.
To face reality: the Italian wine as "tasteless"
Overall, the Italian wine market and the North Market in the South mainly that some of the features: Northern Italian wine varieties is relatively small and dominated by low-end prices, while the South real high quality and suitable price of Italian wine in China is not more, promotion, publicity, marketing a small proportion of investment.
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