This report is the first consumer based study. It has conducted extensive consumer and trade research and learned who the Chinese consumer is, explaining their drinking behaviour
April 28, 2007 (Press Release) --
The international spirits market in China – forecasts to 2012
This report is the first consumer based study. It has conducted extensive consumer and trade research and learned who the Chinese consumer is, explaining their drinking behaviour and introducing the challenges that international spirits face in the market. The international spirits category refers to whisky, Cognac, vodka and other spirits which are imported into the country.
Consumer interviews have been conducted across six key cities in China, among male drinkers aged between 21 and 35 years old that had consumed any alcohol in the last month. In addition to the consumption criteria, respondents were also drawn from the top 30% personal income bracket for each city. This ensured that the study focused on the socio-economic group which has a high enough level of disposable income to participate in the international spirits category.
In Chapter 1, we introduce our forecast model. The following chapters of this report will look more deeply into the different components of our model: the core consumers of international spirits, the current drinking behaviour across channels, and the key players within each key international spirit category.
The findings of these chapters are used as inputs to the model that forecasts the growth and volumes of the key international spirits brands in China.
In the final section we give an overview of the whisky, cognac and vodka categories, and offer market projections until 2012.
Chapter 1: Forecasting the growth of the international spirits market in China. The international spirits category has experienced rapid growth in recent years. However, the category remains relatively small compared to other markets in Asia. The Chinese spirit market is dominated by domestic spirits, called Baijiu, the two leading international spirits groups; Diageo and Pernod-Ricard hold an estimated .1% and .2% market share respectively. In this chapter, we introduce our forecast model and highlight the growth of this category.
Chapter 2: Marketing challenges for international spirits in China. While there are clear opportunities for international spirit brands in the Chinese market, there are distinct marketing challenges that need to be overcome, as discussed in this chapter - low familiarity with international brands; homogenous promotional and communication strategies adopted by international brands; a highly competitive marketplace; low brand commitment - the target consumer is fickle and spoilt for choice; and a high level of counterfeiting and parallel imports in key channels.
For more information, Please visit : http://www.bharatbook.com/detail.asp?id=29336
or email us at : info@bharatbook.com
You can also call us at +91-(022)-2757 8668 or +91-(022)-2757 9131
For searching our huge collection of reports, Please visit :
http://www.bharatbook.com/general/customresearch.asp
This report is the first consumer based study. It has conducted extensive consumer and trade research and learned who the Chinese consumer is, explaining their drinking behaviour and introducing the challenges that international spirits face in the market. The international spirits category refers to whisky, Cognac, vodka and other spirits which are imported into the country.
Consumer interviews have been conducted across six key cities in China, among male drinkers aged between 21 and 35 years old that had consumed any alcohol in the last month. In addition to the consumption criteria, respondents were also drawn from the top 30% personal income bracket for each city. This ensured that the study focused on the socio-economic group which has a high enough level of disposable income to participate in the international spirits category.
In Chapter 1, we introduce our forecast model. The following chapters of this report will look more deeply into the different components of our model: the core consumers of international spirits, the current drinking behaviour across channels, and the key players within each key international spirit category.
The findings of these chapters are used as inputs to the model that forecasts the growth and volumes of the key international spirits brands in China.
In the final section we give an overview of the whisky, cognac and vodka categories, and offer market projections until 2012.
Chapter 1: Forecasting the growth of the international spirits market in China. The international spirits category has experienced rapid growth in recent years. However, the category remains relatively small compared to other markets in Asia. The Chinese spirit market is dominated by domestic spirits, called Baijiu, the two leading international spirits groups; Diageo and Pernod-Ricard hold an estimated .1% and .2% market share respectively. In this chapter, we introduce our forecast model and highlight the growth of this category.
Chapter 2: Marketing challenges for international spirits in China. While there are clear opportunities for international spirit brands in the Chinese market, there are distinct marketing challenges that need to be overcome, as discussed in this chapter - low familiarity with international brands; homogenous promotional and communication strategies adopted by international brands; a highly competitive marketplace; low brand commitment - the target consumer is fickle and spoilt for choice; and a high level of counterfeiting and parallel imports in key channels.
For more information, Please visit : http://www.bharatbook.com/detail.asp?id=29336
or email us at : info@bharatbook.com
You can also call us at +91-(022)-2757 8668 or +91-(022)-2757 9131
For searching our huge collection of reports, Please visit :
http://www.bharatbook.com/general/customresearch.asp
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