THE RHÔNE

WINE IN CHINA
Submitted By:
GROUP 8
 INTER RHÔNE CASE
STUDY

Wine consumption in China The strategy

01. 03.

The company Conclusion and Suggestions

02. 04.
WINE CONSUMPTION IN CHINA

+ 33% Imports

+23% Domestic
production
Taste Western Lifestyle
They started to They drink wine
like the taste to feel closer to
Western culture

Functional Social Expectations MOTIVATIONS

enjoyment
Wine helps to
Wine is drunk
among friends and
TO DRINK WINE
relax business contacts

Self expression Not a single reason

It makes them It is a combination
feel modern and of motivations
sophisticated
“Happiness here and now.”
—Inter Rhône

Map Image
Source:
https://www.cellar
tours.com/france/f
rench-wine-maps/
rhone
 THE MISSION OF
THE COMPANY

Foster knowledge and

appreciation of the great wealth
of the Rhône Valley’s wine
Inter Rhône
 1st Fair representation of
Principle the families involved

RHÔNE
2nd Equal balance of the
interests of producers
Principle and traders

PHILOSOPHY 3rd Unanimity of any major

Principle decision
What do you think of the Chinese
wine market? Who are the major
players and how is the
game played?
 CHINESE WINE MARKET

Most New Consumers - Female Below 30

378 Current Wine Drinkers in 23 Urban Middle Class

China (10% of population) Imported Wine Drinkers
Million Million

95 Urban Middle Class Wine Under 30 drinkers increased from

Drinkers 2012 to 30% to 50%
Million
2015 Female Imported wine drinkers
increased from ⅓ to ½
 WINE CONSUMPTION IN CHINA
Recent decline in rate of growth on account of
President Xi Jinping’s anti-corruption campaign

Drinking wine becoming sign of culture and

wealth
+33% Imports

Wine tasting clubs popular among affluent

Chinese in Tier 1 and Tier 2 Cities
Domestic
+23%
Specialist wine stores to cater to relative gap production

in knowledge for wine

Imported wine drinking population doubled

since 2012
Major rise - Younger and Female Consumers
 MAJOR
China Chile PLAYERS
90%
MARKET 10%
SHARE MARKET
SHARE
France LARGEST
Spain CHINESE WINE
FOREIGN PRODUCTS IMPORTED
EXPORTER
TO CHINA

USA Italy

Image Source: https://emojiterra.com/flag-for-italy/, https://www.fg-a.com/flags19.shtml, https://emojiguide.org/flag-chile,

https://www.countryflags.com/en/united-states-flag-emoji.html, https://emojiterra.com/flag-for-france/, https://emojiguide.org/flag-china
 MARKET SALES BY WINE TYPE

RED WINE WHITE WINE ROSE WINE

80% OF SALES 19% OF SALES LESS THAN 1% OF
SALES
Rose Wine Image Source: https://www.masterfile.com/search/en/rose+wine+glass
Taste Western Lifestyle
They started to They drink wine
like the taste to feel closer to
Western culture

Functional Social Expectations MOTIVATIONS

enjoyment
Wine helps to
Wine is drunk
among friends and
TO DRINK WINE
relax business contacts

Self expression Not a single reason

It makes them It is a combination
feel modern and of motivations
sophisticated
What is the competitive
position of Rhône Valley
wines in China? What do
you think of their
strategy so far ?
 COMPETITIVE POSITION OF VALLEY WINES IN
CHINA
Rhône Valley is the 3rd amongst french
wine regions for awareness

Strongest growth amongst all regions:

+500% (2010-2014)

Even in more recent years, the growth has

been steady and the market share has
increased
 STRATEGY SO FAR

Rhône Valley Wines understood the

importance of 2nd and 3rd tier cities

They increased their brand through

retailers, wine fairs and social media

Satisfies the requirements of chinese

consumers
Do you feel the millennial
consumer segment is a
relevant target? Could you
outline it
more precisely?
AGE CATEGORIES OF IMPORTED
WINE DRINKERS
Yes, the millennial consumer
In 2015 segment is a relevant target : they
have been the fastest growing
50% age category of imported wine
Other drinkers in China, from 30% in
50% (>30yo) 2012 to 50% in 2015
Millennials
(<30yo) They are looking for functional
enjoyment in the wine:
relaxation, taste pleasure,
self-expression and its social role,
trends expected to keep growing in
the next 5 years
 What do you think of Rhône Valley wines
identity? Would you follow directions from
Michel
Chapoutier to change it? How would you go
about incorporating « terroir » in the brand
content?
 “Terroir” Appellation

Climate Soil Terrain Tradition

Cold, hot, windy,
Rock, minerals, North/South Technique +
frosty...
density... facing, altitude Winemaker

Environmental Synonym of Differentiated Sold for

respect Quality product more
 INCORPORATING “Terroir” IN CHINA
Young urban chinese are developing interest and knowledge of French
Rhone Wine

Not only about brand and prestige

Chinese Import increased by 60% & Rhone Wine shows strongest growth in
sales (+500%)

The “Terroir” Appellation would differentiate the wine to another, add quality
and desirability but has to be properly incorporated through educating
wine consumers
Do you think it will be easy to
move from a BtoB target to BtoC
communication target?
What communication strategy
would you recommend to appeal
to millennial consumers?
FROM B2B TO B2C - NOT A SIMPLE TASK
It allows the company to enlarge their customer base thanks to direct contact
on platforms with huge exposure and increase the profits

It is essential to have a local chinese team to integrate the staff, especially for
communication and social media

It requires a lot of presence on different chinese social media platforms

 FROM B2B TO B2C
INSITE: stores like Liquor Easy

and KKV, high-end supermarket selling

foreign products, along with other
premium supermarkets like Olé, where
they are already present in.

ECOMMERCE: Taobao (Alibaba) and Hema Fresh

COMMUNICATION STRATEGY

Interesting storytelling, which effectively communicates

the peculiarity of the wines, of the region, and effectively
communicate their identity

Strong presence on WeChat, Weibo, and other social

networks more used by millennials, such as
XiaoHongShu - Little Red Book, where bloggers share
their recommendations. In this social network 70% of
users are born in the 90’s and 80% of them are women

Live shows on platforms like TikTok, where bloggers drink

wines and give recommendations and opinions
THANK YOU
DO YOU HAVE ANY QUESTIONS?

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 Bibliography
- https://daxueconsulting.com/trend-of-wine-drinking-habits-in-china/

- Viticulture / oenology -Viticulture- : Rhone wines officialise their premiumisation strategies

- https://perlagesuite.com/en/how-to-sell-wine-in-china/

- https://premiumwinebroker.com/brokers-blog/2019/4/1/who-are-the-biggest-wine-in
fluencers-in-china

- https://nhglobalpartners.com/how-to-enter-the-wine-market-in-china-strategies-and-
recommendations/

- http://www.marketing-chine.com/communication-en-chine/communication-cote-du-r
hone-chine
 Project 1 Project 2 Project 3 Project 4

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Venus has a Despite being red, Mercury is the Jupiter is a gas

beautiful name, Mars is actually a closest planet to giant and the
but it’s terribly hot cold place the Sun biggest planet
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Mercury is the closest planet to the
Sun and the smallest one in the
Solar System—it’s only a bit larger
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has nothing to do with the liquid
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 OUR HISTORY

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2012 2014 2016

Venus has a
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Neptune is the
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2018 NOW!
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Saturn is composed
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LOCATIONS
Find out where all our
offices around the
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 THIS IS A TABLE

JANUARY FEBRUARY MARCH

SATURNS 3.65 4.4 6.2

MERCURY 4.56 3.20 5.1

MARS 1.24 5.6 6.5

 CUSTOMER PROFILE
Gender Marital State

60% Single

Male Married
40%
Divorced
Female

Profesion

Saturn Venus Mars

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Big numbers catch your
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 OUR NUMBERS

90%
MARKET 10%
SHARE MARKET
SHARE
CHINESE IMPORTED
BRANDS WINE

18% 45%

To modify this graph, click on it, follow the link,

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 “Mercury is the closest planet to
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the Solar System—it’s only a bit
larger than the Moon”
—Helena James

CUSTOMERS
“Venus has a beautiful name and
is the second planet from the
Sun. It’s terribly hot—even hotter

TESTIMONIALS
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 Mercury is the closest
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AWARDS Mars
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