Chinese distributors more attentive to wine bottles than their contents

Chinese distributors more attentive to wine bottles than their contents

Countless studies and surveys have been devoted to the Chinese wine market over the past few years but according to French export agency Ubifrance, none so far have encompassed both the product itself and packaging preferences amongst Chinese wine distributors. The agency partnered with bottle manufacturer O-I this year to find out exactly what those preferences are.

China became the third-largest market for French wines last year so maintaining momentum, or even improving performance, is of paramount importance. To do this, French exporters need to know exactly why Chinese distributors choose one wine over another. We know that origin is crucial and the O-I-Ubifrance study confirmed that this is the number one criterion for 100% of the trade. Like many other markets, the price comes second, followed by the taste and the appellation. However, further down the list, the research throws up some quite startling conclusions: the 5th most important criterion for distributors is the shape of the bottle, ahead of the type of wine, which ranked 8th. The bottle shape is closely linked, however, to the style of the wine: the 50 or so Chinese distributors surveyed between January and May of this year, mainly in Shanghai and Chengdu, said they had a strong preference for Bordeaux style bottles, followed by Champagne bottles, both of which were considered synonymous with quality and prestige. They claimed that as wine, particularly French wine, is a traditional luxury product, its authenticity should not be distorted. Hence ultra modern bottle shapes and colours are a definite no-go area in China, as they are generally in immature wine markets; consumers and, apparently, distributors seek the reassurance of traditional packaging and labelling. Similarly, they are also attached to branding as a means of identification and reassurance. The label is as important as the type of wine in the bottle whilst the brand is even more significant. Many of these cues can be ascribed to the symbolic and social importance of wine to the Chinese. With prestige a major buying cue this has to be reflected in the style of the label: Ubifrance advises use of extremely classic label designs incorporating, for instance, château imagery and neutral colours like cream. However, other packaging components have less significance: the colour and weight of the bottle, the cork or engraving have a lesser impact on purchasing decisions by distributors.

For Hélène Hovasse, head of agro-business at Ubifrance China, “this study calls into question the marketing approach used until now by French wine producers.  Although many had unintentionally struck the right chord with consumers, the research highlights some of the prerequisites to avoid missing a sales opportunity in China. This is the first time a study has scrutinised both content and container and it reveals that Chinese distributors have a very different cultural approach to wine than their French counterparts. To sell wine in China, you have to tell a story and that story starts with the bottle”.

Ubifrance will release the results of the second part of this study, devoted to buying cues for Chinese consumers, in the Autumn.

 

Origin information: La Journée Vinicole