Focus on the Wine Distribution in China

Sep 29, 2010 8 Comments by

First, I would like to thank Charles Carrard, Commercial and Communication Director at French Wine Paradox for helping me to understand the basics of wine distribution in China.

Ari already provided a global overview of the Wine Market in China, so let’s go further and have a look at the Wine Distribution. Here you will find a global description on the different distribution channels that importers use to sell their wine.

The wholesalers buy various quantities from the importers and distribute them to other retailers.

The Off Trade channel is composed of all the sales points where you can buy, but not consume the wine.


On-trade channel includes places where the customer buys and consumes the wine.


Importers can sell their wine directly to individual customers or to companies for their employees or clients.

Lucas Botebol for Zhongguo Wine

Source: Charles Carrard, Commercial and Communication Director at French Wine Paradox

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8 Responses to “Focus on the Wine Distribution in China”

  1. Importing Wine in China: An Oligopoly ? says:

    […] To have an overview of the wine market in China before starting reading this post, I urge you to read what I wrote about the wine business in China. It also can be interesting to read what Lucas wrote about the wine distribution in China […]

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    […] would like to show in this article all the advantages of a strong presence at international supermarkets such as Carrefour, Auchan, Walmart, […]

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    […] -Focus on the Wine Distribution in China […]

  4. Pablo Moreno says:

    Excellent reports, I am reading and enjoying all of them

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    […] -Focus on the Wine Distribution in China […]

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    […] Merci aux auteurs de China Wines pour leur shémas que l’on peut retrouver sur « wine distribution in China«  […]

  7. Gerdson says:

    For a country as big as China you cannot tell that there are so many distributors around, considering the graphics.

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