Negli ultimi tre decenni, l'economia cinese ha registrato una crescita senza precedenti nella sua storia. A seguito della rapida crescita della Cina, molti dati mostrano che la Cina dovrà importare sempre più cibo a causa della crescente domanda interna. Nonostante i successi della Cina nell'aumentare la produzione alimentare, la qualità e la sicurezza alimentare negli ultimi quarant'anni, le importazioni alimentari cinesi continueranno ad aumentare. Tra i prodotti alimentari importati, vini e spiriti stanno riscuotendo un notevole successo e i principali paesi esportatori - Francia, Australia, Italia, Cile - sono in competizione per affermarsi sul mercato interno cinese. Con l'attuazione delle nuove politiche commerciali, la Cina rinuncia a misure restrittive allimport per fare spazio a un quadro più orientato al mercato e a politiche commerciali più trasparenti. In particolare, la volontà di accedere al WTO nel 2001 ha portato il governo ad abbassare significativamente le barriere tariffarie e non tariffarie (NTB) negli anni '90. Dal 2013, la Cina è diventata il primo paese al mondo per consumo di vino, superando sia la Francia che l'Italia nella classifica globale. Il consumo di vino in Cina è in aumento, sebbene concentrato nelle grandi città come Shanghai, Pechino, Shenzhen e Guangzhou. Di conseguenza, la produzione interna ha dovuto tenere il passo aumentando i volumi di produzione e, allo stesso tempo, ricchi consumatori e intenditori hanno sollecitato l'importazione di vini stranieri di qualità. Dal 1 ° gennaio 2006, il prezzo del vino in bottiglia importato è diminuito drasticamente. Il volume e il valore del vino importato hanno raggiunto una svolta nel 2006 ed è entrato in un periodo di forte crescita. Pertanto, il capitolo centrale dell'elaborato analizza come viene incoraggiato il mercato del vino, in base alle preferenze dei consumatori e alle loro percezioni. Inoltre, sono illustrate una serie di misure ed espedienti per entrare nel mercato cinese. Oltre alle misure tariffarie, infatti, è necessario tenere conto della differenza culturale e delle peculiarità della società cinese, che influenzano direttamente l'ambiente economico. Per garantire che il vino sia ampiamente diffuso in tutta la Cina attraverso canali diversi, il sistema di distribuzione svolge un ruolo primario. Data la vastità del territorio, non esiste un sistema di distribuzione nazionale, quindi sono necessari accordi a livello regionale e locale. Infine, l'attenzione è focalizzata sull'Italia che, nonostante sia il paese con la più grande produzione di vino al mondo, sta lottando per entrare e affermarsi nel mercato cinese. In effetti, la Francia è la regina dei vini e costituisce il 45% dei vini importati in Cina. Numerosi fattori influenzano la crescita dei vini importati: interesse per la cultura, i prodotti e gli stili di vita occidentali; salari e redditi; l'immagine salutare del vino rispetto ad altre bevande alcoliche in Cina; e la percezione di alta qualità dei vini importati. Inoltre, oggi il vino non è più solo un prodotto di consumo, ma anche un dono prestigioso, determina uno status sociale e un nuovo investimento per i ricchi cinesi. Sulla base dello studio condotto, si tenta di prevedere un possibile sviluppo ed evoluzione delle importazioni di vino in Cina.
Over the past three decades, the Chinese economy has experienced unprecedented growth in its history. As a result of China's rapid growth, many data show that China will have to import more and more food due to growing domestic demand. Despite China's achievements in increasing food production, quality and food security over the past forty years, Chinese food imports will continue to increase. Among imported food products, wine and spirits are enjoying considerable success and the main exporting countries - France, Australia, Italy, Chile - are competing to establish themselves on the Chinese domestic market. With the implementation of new trade policies, China renounces to restrictive measures to import in order to make room for a more market-oriented and transparent trade policy. In particular, the access to the WTO in 2001 led the government to decide a significant lowering of tariffs and non-tariff barriers (NTB) during the 1990s. Since 2013, China has become the first country in the world for wine consumption, surpassing both France and Italy in the global ranking. Wine consumption in China is increasing, although concentrated in large cities such as Shanghai, Beijing, Shenzhen and Guangzhou. As a result, domestic production has had to keep pace by increasing production volumes and, at the same time, wealthy consumers and connoisseurs have urged the importation of quality foreign wines. From 1 January 2006, the price of imported bottled wine has dropped dramatically. The volume and value of imported wine reached a turning point in 2006 and entered a period of strong growth. Therefore, the central chapter of the paper analyzes how the wine market is encouraged, based on consumer preferences and their perceptions. Then, a series of measures and expedients to enter the Chinese market are analyzed. In addition to the tariff measures, it is necessary to consider the cultural difference and the peculiarities of Chinese society, which directly influence the economic environment. To ensure the good allocation of products throughout China through different channels, the distribution system plays a primary role. Given the vastness of the territory, there is no national distribution system, so agreements are needed at regional and local level. Finally, the paper focuses on Italy which, despite being the country with the largest wine production in the world, is struggling to enter and establish itself in the Chinese market. In fact, France is the queen of wines in China alone constituting 45% of imported wines. Numerous factors influence the growth in imported wines: interest in Western culture, products and lifestyles; salaries and incomes; the healthy image of wine compared to other alcoholic beverages in China; and the high-quality perception of imported wines. Moreover, today wine is no longer just a consumer product, but also a prestigious gift, determines a social status and a new investment for rich Chinese. Based on the study presented, this paper attempts to foresee a possible development and evolution of wine import into China.​
L'import di vino nel mercato cinese: un caso studio
PAPPONETTI, SILVIA
2018/2019
Abstract
Over the past three decades, the Chinese economy has experienced unprecedented growth in its history. As a result of China's rapid growth, many data show that China will have to import more and more food due to growing domestic demand. Despite China's achievements in increasing food production, quality and food security over the past forty years, Chinese food imports will continue to increase. Among imported food products, wine and spirits are enjoying considerable success and the main exporting countries - France, Australia, Italy, Chile - are competing to establish themselves on the Chinese domestic market. With the implementation of new trade policies, China renounces to restrictive measures to import in order to make room for a more market-oriented and transparent trade policy. In particular, the access to the WTO in 2001 led the government to decide a significant lowering of tariffs and non-tariff barriers (NTB) during the 1990s. Since 2013, China has become the first country in the world for wine consumption, surpassing both France and Italy in the global ranking. Wine consumption in China is increasing, although concentrated in large cities such as Shanghai, Beijing, Shenzhen and Guangzhou. As a result, domestic production has had to keep pace by increasing production volumes and, at the same time, wealthy consumers and connoisseurs have urged the importation of quality foreign wines. From 1 January 2006, the price of imported bottled wine has dropped dramatically. The volume and value of imported wine reached a turning point in 2006 and entered a period of strong growth. Therefore, the central chapter of the paper analyzes how the wine market is encouraged, based on consumer preferences and their perceptions. Then, a series of measures and expedients to enter the Chinese market are analyzed. In addition to the tariff measures, it is necessary to consider the cultural difference and the peculiarities of Chinese society, which directly influence the economic environment. To ensure the good allocation of products throughout China through different channels, the distribution system plays a primary role. Given the vastness of the territory, there is no national distribution system, so agreements are needed at regional and local level. Finally, the paper focuses on Italy which, despite being the country with the largest wine production in the world, is struggling to enter and establish itself in the Chinese market. In fact, France is the queen of wines in China alone constituting 45% of imported wines. Numerous factors influence the growth in imported wines: interest in Western culture, products and lifestyles; salaries and incomes; the healthy image of wine compared to other alcoholic beverages in China; and the high-quality perception of imported wines. Moreover, today wine is no longer just a consumer product, but also a prestigious gift, determines a social status and a new investment for rich Chinese. Based on the study presented, this paper attempts to foresee a possible development and evolution of wine import into China.| File | Dimensione | Formato | |
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https://hdl.handle.net/20.500.14240/101655