In China, there are six distinct types of wine drinkers depending on their consumption habits. Businesses engage with Mersol & Luo to change their importing and marketing strategies to better target each consumer niche.
Consumer Groups in China: Characteristics and Preferences
Social Newbies are people who are new to wine and are only starting to learn about it. They see wine as a fun beverage to drink during social gatherings. This is the largest consumer category, accounting for 26% of Chinese wine drinkers. These customers prefer low-cost vintages because they want to experience a range of wines and may have less disposable income than other customers.
Because the majority of Social Newbies are young people, businesses should come up with novel ways to appeal to them. When opposed to classic-style wine packaging, packages with more original and unique designs, such as vivid colors and big logos, that focus on the individualism of the wine, are more appealing to this group.
The Developing Drinkers
The Developing Drinkers, who make up 22% of China’s wine-drinking population, are on track to become the country’s next generation of premium wine enthusiasts. They select wine from the entry-level to mid-tier price range to savor while they unwind. They are more aware of what taste profiles they enjoy than the Social Newbies, yet they remain exploratory and open-minded. This group, together with the Social Newbies, is the fastest-growing and most powerful section. They place a higher priority on quality, service, and value than on associated social prestige.
This group is influenced greatly by their friends’ purchase habits and makes extensive use of technology to research wines online. Many winemakers have begun to notice this trend and are putting more work into developing a Chinese social media presence, online marketing campaigns, and online businesses as a response.
The Adventurous Connoisseurs
These wine connoisseurs make up nine percent of China’s wine drinkers. They are often high-net-worth individuals who seek out high-end brands. These individuals are self-assured in their wine expertise, with a thorough understanding of nations and areas of origin, as well as varietals and brands.
The Adventurous Connoisseurs are commonly spotted sampling international and local wines at tasting demonstrations. They are willing to spend a lot of money on their interest, while being a small fraction of the overall market. It’s no surprise that this group is the focus of select, high-end New World vineyards (US, Australia, New Zealand, Chile and Argentina).
Apart from wine tasting events, businesses can cater to this demographic by partnering with local wineries and hosting tours. Because this group has a low level of brand loyalty, winemakers should offer competitive reward programs that include freebies and appreciation gifts to keep them involved and transform them into long-term clients.
Traditionalists on the Lookout for Prestige
This group, which is largely made up of middle-aged and senior consumers who drink wine for its claimed health benefits, accounts for 18 percent of all wine drinkers in the country. The Health Sippers are a budget-conscious group who choose lower-cost wines. To this day, a large portion of the Chinese populace claims that consuming wine is primarily for health reasons. The country’s health and wellness movement is still strong, presenting prospects for specialty wines, notably natural, organic, and fortified varieties. Wineries aiming for this demographic should emphasize that their wines are environmentally friendly, that they use fewer synthetic pesticides and fertilizers, and so on.
The Sippers of Health
This group, which is largely made up of middle-aged and senior consumers who drink wine for its claimed health benefits, accounts for 18 percent of all wine drinkers in the country. The Health Sippers are a budget-conscious group who choose lower-cost wines. To this day, a large portion of the Chinese populace claims that consuming wine is primarily for health reasons. The country’s health and wellness movement is still strong, presenting prospects for specialty wines, notably natural, organic, and fortified varieties. Wineries aiming for this demographic should emphasize that their wines are environmentally friendly, that they use fewer synthetic pesticides and fertilizers, and so on.
The Frugal Occasions are a group of people that live on a budget.
These are the wine drinkers who only have a glass or two on exceptional occasions. They are usually elderly and are not particularly engaged. They also have poor knowledge of wine. When purchasing wine, they search out low-cost options as well as special discounts. Businesses may try selling wine in smaller, less expensive bottles to cater to this demographic. Single-serve and ready-to-drink wine formats like as pouches and bag-in-box are on the rise.
Final Thoughts
When it comes to the Chinese wine industry, there are numerous and growing prospects for foreign wineries to import. It is not only important, but also crucial, to establish a clear market development strategy with Mersol & Luo, with a focus on the specific habits of Chinese consumers.
