Export Of Moldovan Wine.targeting The Wine Market In China

The Republic of Moldova is a small country favorably located in southeastern Europe. It is bordered by Romania to the west and Ukraine to the north, east, and south. Lying near the Black Sea, where winemaking is thought to have begun, Moldova shares the same latitudes as some of the best winegrowing regions of France.In the Republic of Moldova, viticulture and winemaking show a many-century history and are inseparable parts of life and people’s culture. Climatic conditions of the country, its topography and soil composition allow to cultivate different types of grape-wines and produce table wines in the richest assortment. The vine and wine sector is one of the most important in the Republic of Moldova, a traditional wine producer, settled during several years. A quarter of the country’s exports and 9% of Gross Domestic Product(GDP) rely on winemaking field. In terms of industrial labour resources, around 25% of these are involved in the vine and wine sector. With a total surface area of 47,000 hectares of agricultural land, the Moldovan vineyards occupy 7.4% of the country’s land area. Compared to the global situation, the Moldovan vineyards represent 2.3% of the world’s land planted with grape-vines.Recently the sector has gone through a series of significant positive changes, which were stimulated partially by new developments in the world wine market. Over the past decade, producers have focused on quality improvements and changes in the styles of Moldovan wines to attract a wider range of consumers internationally. By consequence Moldovan wines become more and more competitive to conquer new markets, China being one very favourable.China is changing rapidly and developing preferences for particular products and for products from certain countries. New world, including Moldovan, wines are emerging along with the development of the wine consumer. The Chinese wine industry continues to develop rapidly. Chinese wine consumption reached approximately 1.4 billion liters and 36 billion RMB in both volume and value in 2013. Imported wines accounted for approximately 20% in volume, with an AAGR of approximately 60%. By 2015, the market share of imported wines(including Moldovan wines) is expected to be approximately 30% to 45%. Moldovan wines are generally not known and the Moldova share of the wine market continues to slide in the face of aggressive promotion by our competitors. Our wines are generally premium products and should be priced as such when appropriate. But neither our industry nor most individual wineries have been willing or able to put in the resources necessary to market a luxury product. But generally, there are significant opportunities for Moldovan wine companies wishing to develop their market in China.This paper is divided into three parts, the first part is a brief overview on Moldovan wine production status, including a description of evolution of foreign trade in the Republic of Moldova. The second part aims to present the evolution of Moldova’s wine exports and the development and trends of viticulture and winemaking in the Republic of Moldova. The third part goes on presentation of China’s wine market and how Moldovan wines and the Moldova wine industry should go about marketing their products in China. So the idea of this research is to explain the possibilities of Moldova wines to target the wine market of China.