- 期刊
Market Potential for Traditional Australian Winery in Chinese Young Demographic--Take Irvine Wine as an Example
摘要
While many of the Australian premium wine producers putting their focus on high‐class consumer; Irvine Wines ("Irvine") believe there is a sales potential in young demographic (usually for people between 25 to 35 years old). Benefiting from the Free Trade Agreement, along with the double effect of appreciation in Chinese currency (Yuan) and reduction of import tax (it will become zero in 2019). In these days, imported wines have become more competitive than domestic wines in China (Zeng and Szolnoki, 2017). In fact, a study shown that nearly one third of wine consumer is people between 19 to 35 years old (Camillo, 2012), which meets Irvine's insight on targeting young demographic. Besides from Chinese market, the Chinese young group in Australia also take the significant market segment. Therefore, it suggested that target markets can be divided into two parts due to environmental differences. A secondary research has been applied to Chinese young market, analysing the market characters from wine knowledge penetration, type of wine consumed, demographic factors (age and gender), reasons for wine consumption, consumption venue, region preference, sales channels and likehood of drinking wine in the future. By looking at the big data, it can provide broader view to observe the market condition. In contrast, considering from the percentage of Chinese young demographic among Australian population, a questionnaire has been adopted to extract the accurate market situation. This primary research is mainly focus on analysing demographic factors, wine knowledge, taste preference, and purchasing behavior. The key findings for Chinese market are that young demographic have strong willingness to learn wine related knowledge, their price preference meets Irvine's expectation properly. Due to bias, Chinese young do need sufficient and up‐to‐date information, which require producer pay strong attention on consumer education if they do want to capture the market and expand their brand recognition. For Australia based Chinese young demographic, they have good environment for learning and acquiring wine knowledge, they have stronger consumption ability for premium priced wine than many of the domestic demographic. The needs for these Chinese young are to seek platforms and social events to exchange information and communicate with their peers. Thus, an education‐orientated and an event‐orientated market strategy is adopted for China and Australia respectively. To achieve success, it is suggested that Irvine should always track, record and fast‐response the market reaction and consumer commons.