From Understanding to Performing - Chinese Wine Market for Exporters


Erik Pfeifer, 02.07.2015, M6 Educational Centre

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09:00 – 09:30 International Wine and Spirits Trade Fair PROWINE CHINA presentation

09:30 – 10:30 Understanding the Chinese wine market and its mechanisms
· Drinking culture and wine
· Imported wine perception and trends
· Brand vs. taste, value vs. price, imported vs. domestic
· Wine distribution in China, supply chain, pricing and marketing

10:30 - 11:00 Coffee Break

11:00 – 13:00 Performing in the Chinese imported wine market
· Homework to be done: intellectual property, market-orientated products, regulations
· Finding a partner - "always test the ties that bind"
· Being flexible while performing
· Trouble-shooting
· Long-term approach and marketing
· Alternative in-land models of business

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Erik Pfeifer
Professional experience:

- Erik Pfeifer graduated Würzburg University in Sinology, and had worked in a Beijing Marketing agency
- He served as Editor-in-Chief of a German wine-grower's magazine
- He spent almost 5 years as Senior Project Manager to bring reknown German clients to Chinese fairgrounds and Chinese big players to the exhibitions in the rest of the world for WIV AG (former Pieroth)
- Since 2009 he was appointed Key Account Manager China for the Reh Kendermann Winery in Germany, and opened their Shanghai subsidiary where he serves as General Manager


3,000 den per participant
(18% VAT included separately)
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