Guangdong province, with its main cities Shenzhen and Guangzhou, is the largest consumer of bottled wine by value, alone reaching 30% of the total value. This is what emerges from the IWSC Chinese Wine Market report.
The report confirms that wine in China counts 52 million consumers concentrated mostly in the "first tier cities", ie the most developed and densely populated cities that represent the cornerstones on which the economy of the entire state is based. Cities such as Shanghai, Beijing, Guangzhou, Shenzhen and Chengdu play a key role also in the national panorama for the wine sector.
The report also shows that 30% of wine sales in China take place online and the most effective way to reach consumers is through the figure of the industry influencer able to interact with millions of followers. Digital purchases are finalized on digital platforms such as Tmall.com, JD.com owned by Tencent and Pinduoduo which together account 90% of the Chinese e-commerce.