Wedding wine in China

Considered as a kind of fashion, healthy and, what’s more important, red (the most propitious color in Chinese culture) beverage, wine is more and more becoming a must choice for Chinese wedding.

Big and special market

Chinese spend some $57 billion every year on weddings. Averagely, one Chinese wedding costs $88 thousand. Compared with US where one wedding costs ONLY $27 thousand, China looks much more a developed country. In fact, wedding ceremony is one of the most important parts of face consumption in China. (see more about face consumption in China)

Considered as a kind of fashion, healthy and, what’s more important, red (the most propitious color in Chinese culture) beverage, wine is more and more becoming a must choice for Chinese wedding.

It is special because Chinese have a completely different culture from all the others. In fact, most weddings now are the mixture between western culture and Chinese culture. For example, strong liquor like Baijiu is the traditional drink for wedding. While now, more and more people put wine with Baijiu into their wedding banquet with traditional Chinese food. However, wine can hardly match with the taste of Chinese food and Baijiu.

Another special character for Chinese wedding wine is its regional difference. For example, as reported by Hua’xia Wine News, people in Yantai like customized bottle very much, especially those bottles with special package. In Zhejiang, customized bottles are also popular, especially with special label and wedding wine is also put with Mao-tai together.

What customer like?

Before answering this question, we need to get clear who are they?

According to the “Report on Wedding Wine Marketing in China”, half of the final decisions are made by parents from both sides, 40% are made by the brides, 10% are made by grooms. And among the decisions made by parents, 80% of them are from mothers’. It means women make 80% of the decisions of wedding averagely.

1. Propitious

The most important factor of a Chinese wedding is propitious atmosphere. Everything in the wedding is designed and prepared around this keyword.

For example, these two bottles are well designed and packaged in a propitious way, from the color to the ribbons.

2. Wine for guests

Most wine on wedding is consumed by guests who are the end consumer of wedding wine. That explains why some companies cannot enter wedding wine market because they brand their products as wine for love. On the other hand, those wine customers like always sell better than others.

3. Suitable Price

Although wedding is a kind of face consumption in China, the total price of hundreds of wine is still sensitive to Chinese. Usually, people would spend 5-10% of the total budget for wedding on beverage. And in different provinces, people can accept different level of price. For example, ¥200 ($31) wine sell well in Shanghai while tough in Zhengzhou, He’nan.(Source: He’nan Du’kang)

After realizing what customers like, companies can make an appropriate marketing strategy and begin to sell it.

How to sell?

Usually new customers have to buy wine not from restaurant, but from outside. So other companies like shopping malls, supermarket focus more on this market and during this phase, the advice from their parents and friends will be very import.
Except traditional channels, other channels are also exclusive wedding wine supermarket, exclusive stores, chain stores and e-marketing are also worth consideration.