Italian Wine Trends in China: Expert Advice from Tony Wang

Thinking of China merely as an indispensable destination for big business is not only a reductive and superficial idea, but also a very serious mistake.

The enormous potential of the Chinese market is something every entrepreneur is likely aware of. However, without a well-targeted and carefully designed plan, it is difficult to navigate this market and, above all, to know how to fully leverage its opportunities.

Overreaching has been, and continues to be, the most common mistake among many businesses. This is why, before building and implementing a market-entry strategy in China, it is crucial to have a clear understanding of the local market and of how one’s product is perceived in the country—especially when it comes to wine.

With this awareness, it becomes easier to conduct a careful analysis of both benefits and risks when deciding whether to embark on the journey to the “Land of the Dragon.” But how should one proceed? Due to the pandemic situation of recent years, several statistics regarding the perception and consumption of Italian wine in China remain in constant flux. So, what better way than to ask directly those who work every day in the world of wine?

To gain an accurate picture of the situation and to confirm the market trends identified by our team, we spoke with Tony Wang, General Manager of Suzhou Rui Fuquan Trading Company, a firm specializing in the import of Italian and French wines into China.

The expert—whose full translated interview you can read below—offered highly interesting and practical insights for entrepreneurs in the wine sector.

He also reinforced the notion that building a digital presence for one’s winery on e-commerce platforms and Chinese social media is essential for establishing and maintaining business relations in China.

Interview

What is the perception of Italian wine in China?

中国对意大利葡萄酒的看法如何?

Chinese consumers generally prefer Italian wines over French ones in terms of taste and value for money. However, French wines are more popular when it comes to brand recognition.

Perception varies according to the buyer segment. Chinese consumers can be broadly divided into three groups: a niche of people who particularly love Italian wine and Italian cuisine, and who believe Italian wines have a long-standing tradition, a rigorous production process, and a strong focus on quality; another group who considers good taste to be the defining feature of Italian wines; and finally, a group whose main concern is the relatively affordable price.

中国的消费者总体在口感上还是挺喜欢意大利葡萄酒的，性价比比法国葡萄酒高，但在品牌知名度上，法国酒更受欢迎一些。中国的消费者分几类：一部分小众人群特别喜欢意大利酒，他们也喜欢意大利美食，觉得意大利酒历史悠久，工艺复杂严格，注重品质；一部分人觉得意大利酒的口感好；还有一部人主要关注意大利酒的价格不高。

What are the main wine consumption trends in China?

中国葡萄酒消费趋势概述。

In China, although domestic wines hold a large market share, imported wines are becoming increasingly popular, as they embody what Chinese consumers look for in terms of quality, safety, and brand.

The segmentation of the wine market is becoming clearer: high-end consumers value brand, quality, safety, and service; mid-range consumers focus on value for money, packaging, and the overall wine experience; while low-end consumers are primarily concerned with price and convenience. Additionally, Chinese consumers tend to associate full-bodied, high-alcohol red wines with the premium segment.

中国葡萄酒的消费趋势。在中国，虽然国产葡萄酒的占比高，但进口葡萄酒越来越受到中国消费者的欢迎，在品质、安全、品牌等方面是中国消费者看中的。葡萄酒的细分市场更趋明朗，高端客户重品牌、重品质、重安全、重服务，中端客户重性价比、重包装、重体验感，低端客户重价格、重便捷。另外，客户比较喜欢高酒精度的干红，符合中国人对高端葡萄酒的认知。

What is the most important factor for imported wines in China?

在中国，进口葡萄酒最重要的因素是什么？

For Chinese consumers, affordability is generally the most important factor for imported wines, with selling prices typically ranging between 200 and 400 RMB (€28–€56) per bottle. Because consumers often lack extensive knowledge of foreign wines, strong marketing efforts are essential to build a solid relationship of trust with buyers.

针对进口葡萄酒，总体来说，葡萄酒的性价比是中国消费者最受关注的，销售价格在200～400元/瓶之间。由于消费者对进口红酒总体缺乏了解，因此需要强有力的市场推广，以建立牢固的信任关系。

Which social platform do you prefer for promoting your products?

你最喜欢在哪个社交平台上推广产品？

This largely depends on the target audience. Some prefer promoting their products on Jingdong (JD) and Taobao, others on Douyin (known internationally as TikTok), others still on mini-programs, and some rely on short-video promotion. Our company, in particular, focuses on promoting products on WeChat.

主要看目标客户群的分类。有些喜欢在京东、淘宝上推广产品，有些喜欢在抖音上推广产品，有些喜欢在小程序上推广产品，有些喜欢在短视频上推广产品。我们公司注重在微信上推广产品。

What requirements must an Italian wine meet in the Chinese market?

看意大利酒有什么特殊要求？

For mid- and high-end consumers, the market mainly demands ABBBC wines (Amarone, Barolo, Barbaresco, Brunello di Montalcino, and Chianti).

At the lower end of the market, ensuring good quality at an affordable price is essential. Italian wines generally offer a favorable price-to-quality ratio for Chinese palates. However, there is a notable gap compared to French wines in terms of outer packaging. Italian wines are rarely sold in wooden cases, preferring cardboard boxes instead—yet many Chinese consumers perceive this as lacking refinement, since wooden packaging is associated with higher prestige.

针对意大利葡萄酒，针对中高端市场，客户主要关注ABBBC葡萄酒。针对低端市场，在保证品质的情况下，低价很重要。意大利酒的整体性价比不错，但在外箱的包装上与法国酒有一定距离，意大利酒很少用木制外箱，中国客户大多喜欢木制外箱，觉得有档次；如果用普通的纸箱，会感觉档次不够，这是许多消费者的看法。

Conclusion:

In light of the expert’s words, we can see just how much Italian wine is appreciated in China and, at the same time, how many potential opportunities—and how much work—lie ahead in order to earn the trust (and the wallets) of Chinese consumers.

By drawing on the advice of those within the industry and relying on experts in Chinese business from our team, taking the first steps and building a presence in the “Land of the Dragon” will no longer seem like such an unattainable dream.

Executive Summary

Chinese consumers perceive Italian wine as more flavorful and cost-effective than French wine, despite French wine enjoying higher brand awareness.

The market is segmented into:

• High-end: brand prestige, quality, safety, and service

• Mid-tier: price/quality balance, packaging, and drinking experience

• Low-end: price-driven purchases

The optimal price range for Italian wines in China is 200–400 RMB (€28–€56), where wines are perceived as premium yet accessible.

Online promotion via WeChat, Taobao, JD, Douyin, and mini-programs is key to building visibility and trust.

Top-performing wines: ABBBC (Amarone, Barolo, Barbaresco, Brunello di Montalcino, Chianti). Premium packaging like wooden boxes boosts perception, especially in the high-end segment.

Glossary of Key Terms

ABBBC: Acronym for Italy's top-tier wines: Amarone, Barolo, Barbaresco, Brunello, Chianti.

200–400 RMB Range: Ideal pricing bracket for balancing value and perception in the Chinese market.

Mini-program: Lightweight apps within WeChat used for direct commerce, CRM, and product engagement.

Key Takeaways

• Italian wine is well-regarded for its flavor and value; French wine leads in brand familiarity.

• Different segments need tailored approaches: prestige branding (high), value marketing (mid), pricing (low).

• Digital channels are essential to raise awareness and generate sales.

• Packaging is a cultural factor: wood = premium; cardboard = acceptable but less impactful.

FAQ

• How is Italian wine perceived in China compared to French wine?

Italian wine is appreciated for its taste and value, while French wine remains dominant in brand recognition.

• How is the wine market segmented in China?

High-end: focuses on branding, quality, safety

Mid-tier: value and packaging

Low-end: price and accessibility

• What’s the ideal price range for Italian wine in China?

200–400 RMB (~€28–€56) is the sweet spot for balancing accessibility and perceived quality.

• How should Italian wine be promoted in China?

Via digital platforms like WeChat, JD, Taobao, and Douyin, using storytelling, livestreaming, and mini-programs.

• What features help Italian wines succeed in China?

High-end varietals (ABBBC) and wooden packaging enhance prestige and consumer trust.

Practical Application Example

Scenario: An Italian winery wants to grow in the Chinese market.

Strategy:

• Promote Barolo and Brunello wines via WeChat and Taobao campaigns

• Price products in the 200–400 RMB range

• Collaborate with KOLs on Douyin or JD

• Use wooden boxes for premium lines and cardboard boxes for mid-tier wines

Operational Checklist

• Identify the target segment: high, mid, or low

• Define pricing strategy (200–400 RMB ideal)

• Run digital campaigns (WeChat, Taobao, JD, Douyin, Mini-programs)

• Adjust packaging based on segment positioning

• Monitor consumer feedback and adjust positioning