Analysis of the Chinese wine market and sales of Spanish wine to China: the case of Torres China

Aim: With a view to finding a method for Spanish wine to open up a wider market in China, this paper analyses the opportunities and threats that Spanish wine faces in the Chinese market in order to understand the Chinese and Spanish wine market, and analyses how Spanish wine exporters export wine to China. Methodology: Data analysis, bibliographical search and case study. The main source of data on the wine market in China and Spain was the International Organization of Vine and Wine (OIV). For the information on the case, the company Torres, this was obtained mainly from the content published on their official website. Results: The study revealed that the main competitors of Spanish wine in the Chinese wine market are France, Chile and Australia. Economic relations and trade policies between countries have a major impact on the wine trade. In addition, Spanish wine exporters need to pay attention to consumer characteristics in the Chinese market, so that Spanish wine can create a clear image for Chinese consumers, combining multiple online and offline distribution channels to improve their performance in the Chinese market. Limitations: The study identifies different factors that influence the export of Spanish wine to the Chinese market, but lacks more specific figures, coupled with information to be able to analyse in depth the different degrees of importance of these factors.