Italian wine makes its way in China, thanks to the joint work of Vinitaly and ICE. The second Chinese b2b roadshow will touch four major cities: Beijing, Zhengzhou, Xi’an and Guangzhou.
The 2019 edition of the roadshow will see the participation of 55 exhibiting companies and wine importers from 12 Chinese provinces. A capillary offline and online promotion activity was carried out for each stage from the Veronafiere headquarters in Shanghai; work aimed at professional wine operators in the main metropolitan areas within an hour of fast train from the event venues. Furthermore, with a view to territorial marketing, videos shot by the Arena di Verona Foundation and by Enit-National Tourism Agency will be screened.
Giovanni Mantovani, Director General of Veronafiere
“Balpaese wine needs to increase its position in a market of strategic demand for the future, which grew by 106% over the last five years and which reached a record value of 2.4 billion euros last year, positioning the China ranks fourth among the world’s top buyer countries, close to the established US, German and UK markets. In this context, Vinitaly is the strong brand of Italian wine in China, a recognized brand on which we are building Wine To Asia, the new international wine exhibition, whose first edition is scheduled for 2020 in Shenzhen. The goal is to be a permanent reference point for the Far East, a market worth a total of 6.4 billion euros, next to match that of North America, and where Vinitaly is a candidate for the Made in Italy flag in East Asia, fruit of over twenty years of work and initiatives. “
Amedeo Scarpa, Director of ICE Beijing and coordinator of the ICE network in China
“We’re on the right path. We climbed to fourth place among suppliers and after the excellent performance of 2017 with a plus 22% in value, also 2018 has recorded a good performance with Italy that has done better than European competitors in a context of strong cooling of the demand for imported wine, especially in the latter part of the year, due to the stocks that had been accumulated and the uncertainties arising from the trade conflict with the US. To confirm the effectiveness of the multi-level promotional action that MISE and ICE have put in place around the claim “I Love ITAlian wines” and the synergy developed with experienced and qualified partners like Vinitaly. To date we have trained over 660 Chinese professionals promoting Italian wine in China, with 18 editions of courses in 12 cities over 2 years and reached over 300 million contact points on the Chinese web with the media plan “ITAlian wine: taste the passion! “.