This 83-page report is a comprehensive wine consumer segmentation study of 52 million Chinese urban upper-middle class drinkers of imported wine. Readers familiar with our previous China Portraits reports will be aware that it is designed to enhance marketing strategy development, and provide wine businesses with a reference that can be applied to individual brands, categories and companies.
Wine Intelligence has identified six distinct types of Chinese drinkers of imported wine by performing a cluster analysis of their wine consumption frequency, typical spend on a bottle of wine, and their involvement in the category. These groups are: Adventurous Connoisseurs, Prestige-seeking Traditionalists, Developing Drinkers, Social Newbies, Health Sippers, and Frugal Occasionals. Each group represents one typical set of behaviour and relationship with wine, each with their own needs and merits. Notably, since 2015 the proportion of Adventurous Connoisseurs, Developing Drinkers and Social Newbies has increased.
The China Portraits 2017 report allows you to gain a comprehensive understanding of these groups, thus helping you to identify who your target customers really are, and giving you the tools to plan the most effective ways of reaching them.The report includes the following:
▪An in-depth analysis – including consumer motivations to drink wine and the wine consumption and purchasing behaviour of each of the consumer groups
▪Business opportunities and challenges for each of the consumer groups
▪ A full user-friendly data table with data from the questions asked of consumers, cross-tabbed by each consumer group