Market assessment & strategy
Portfolio, pricing and export-readiness review; channel priorities and a realistic route-to-market plan.
China wine market development
Connecting your wines
with the right buyers in China
Based in Shanghai, GEM Wine Consulting helps wine producers and exporters assess their potential, target the right importers and turn opportunities into orders.
Based in ShanghaiWine business development in China since 2007FR · 粤 · EN · 普
01 · Market perspective
The right wine
The right buyer The right timing
China remains a market of opportunity, but success is more selective than before. Product, price, distribution channel and execution must align. We offer a clear-eyed assessment of the market and concentrate our efforts on opportunities with genuine commercial potential.
02 · What we do
Strategy grounded
in sales reality
Targeted business development
Buyer identification, tailored offers and direct prospecting across retail, major national importers, e-commerce and selected regional distribution channels.
Sales execution
Meetings, samples, negotiation and hands-on coordination through to the first order.
Account development
Ongoing communication with importers, commercial problem-solving and support designed to generate repeat orders.
China account management
Management and development of existing importer relationships: commercial follow-up, account reactivation and identification of new opportunities.
03 · Our approach
Local presence
Practical execution
Advice is only useful when it leads to action. Every assignment starts with a clear assessment, then focuses effort on a limited number of relevant opportunities. Progress is shared through concise reporting and regular discussions with the producer.
AssessUnderstand the company, portfolio, export history, pricing and objectives. Identify what is credible for China and what needs adapting.
FocusSelect the wines, price points, distribution channels and buyer profiles with the strongest commercial logic. Build a short priority list.
EngageCreate tailored presentations and offers, approach buyers, organise samples and hold initial commercial meetings.
ConvertConfirm interest, answer objections, negotiate conditions and coordinate both sides through to the first order.
GrowMaintain the importer relationship, support local development, identify new opportunities and work towards repeat orders.
04 · Distribution channels
Prioritising the routes to market with the strongest potential
Retail
National and regional retailers remain among the most resilient channels. Success requires the right wine style, price point, packaging and promotional conditions.
Major national importers
Their market coverage, teams and distribution networks can offer real potential to brands that complement their portfolios in a relevant way.
E-commerce
E-commerce is an essential channel in China and can generate significant volumes. Success depends on the right partner, positioning and activation plan.
Regional importers
These partners can develop several routes to market, including local wholesalers, restaurants, corporate clients, business gifts and distribution in inland cities.
05 · Engagement models
Flexible support tailored to each commercial situation
Commercial representation
Serving as the producer’s local commercial representative for a selected portfolio. This model generally combines a fixed fee for dedicated market development with a commission on sales.
Existing business development
Ensuring the continuity, development or reactivation of importer relationships already established in China, particularly when the producer no longer has a local presence. The objective is to protect existing business and restore momentum.
Focused consulting assignments
Clearly defined assignments covering market and portfolio assessment, buyer targeting, preparation of a China offer, trade fair representation or support during a producer’s visit.
06 · Who we work with
Wine estates, négociants, cooperatives, producer groups and exporters
Experience with producers from France, Spain, Italy, South Africa, Australia, New Zealand, Chile and Argentina. Today, commercial priorities include retail, major national importers, e-commerce and regional importers.
FRANCESPAINITALYSOUTH AFRICAAUSTRALIANEW ZEALANDCHILEARGENTINA
07 · Profile
French with Chinese heritage
Nearly two decades in China
Philippe Quan is a French business development specialist of Chinese heritage, based in Shanghai and active in the wine sector since 2007.
He moved to Shanghai in 2007 to develop the China market for a Bordeaux wine merchant specialising in estate wines. He initially worked independently as its exclusive agent, then became head of the company’s Chinese subsidiary and managed a ten-person team during the market’s growth years. In 2020, he established his own commercial consultancy and represented producers from several major wine-producing countries. Having experienced both expansion and contraction, his approach is pragmatic, selective and transparent.
View Philippe’s LinkedIn profile2007Moved to Shanghai to develop the China market for a Bordeaux wine merchant specialising in estate wines
2009Exclusive commercial agent in China
2016Head of a ten-person Chinese subsidiary
2020Founded his own commercial consultancy
TodayLocal representation, account development and focused consulting
Start a conversation
Is China the right market
for your wines?
Tell us about your portfolio, your current situation and your objectives. You will receive a clear initial assessment of the project’s potential.
philippe@gemwineconsulting.com+86 1377 4243 041Room 1501, 488 South Wuning Road, Jing’an District, Shanghai 200042, China