A key aspect to consider is that in China, there is no three-tier system. To enter the China market, it's likely that an export director started with meeting a Chinese person/company called an "importer". That importer can import and sell wines to anybody in China - to wholesalers, to distributors, to retailers and direct to consumers. As an export director, it's necessary to identify the business nature, the business structure and the potential of the Chinese importer that help sell and promote your products.
Regarding the potential of the market, it’s of course complicated because China is big and diverse. In MW essays, it’s important to use reliable information and data to back up the arguments, and also put some analysis and original thoughts. For example, when they say Australian wines are performing extremely well in the Chinese market nowadays, maybe it’s worth to consider what kind of Australian wines are doing well? Which Australian brands performed well? Where (in which cities/provinces) do they sell Australian wines that well in such a big country? Do people actually consume the wines for sensory pleasure, or do many people still buy most Australian wines for gifting purposes (maybe relevant to the 2019 question)?
Now it's 93% tax on American wines to mainland China. But will it slow down the importation of ultra-premium American wines to China?
Thank you Gus Zhu MW! Can either you or Sarah Bray explain Chinese gifting culture and its recent changes? Is there a way to statistically separate wines purchased as gifts and those purchased for consumption? In other words, is this tracked in any way?
Gus Zhu MW Anecdotally (per your last question), I was in a customs line the other day with a gentleman who turned out to be a Chinese wine collector, and all he could talk to me about was why he couldn't get his hands on more Opus One. We had to have a little discussion about how wine production works to start, but we kept returning to why he only got a 3 bottle allocation... and how much money he could make reselling if he could get more. Was interesting.