Abstract
We are here today to decide about a powerful marketing strategy for the Château Louis XVI range to be launched in china. Although it's a success in France, China doesn't provide the Château Louis XVI . The aim objective today is to give you the background to the wine Chinese market, to show you the opportunities that were found and to explain the different ideas which were proposed.
French red wine has a very good reputation in China and with nearly 35% of market share in 2011 France was the leader in the Chinese market. (Source: UbiFrance 2011)
The majority of imported French wines are wines of very high quality, able to enter in a high or very high segment range, sold at high prices.
Until now the French wine was reserved for a rich population. Due to the economic growth, the middle class want to taste French wines.
Two cultural factors are strengths of this passion for French wine:
China has the culture of "the table" and they have highly developed commitment to the principle of gifts, offer a bottle of French Wine is very much appreciated. (As Christmas is coming, it's a good time to launch the product...)
