Chengdu Wine Fair: How to Sell Wine at a Trade Fair in China?

Are you a wine producer or distributor looking to tap into the lucrative Chinese market? Well, you’re not alone. Many wine businesses face the challenge of breaking into this vast and ever-growing market.

But fear not, because in this article, we will explore how the Chengdu Wine Fair can be your gateway to success in China. With its rich history, influence in the food and wine industry, and participation by renowned brands, this fair offers an unparalleled opportunity for showcasing your products and expanding your reach.

So let’s dive into the world of the Chengdu Wine Fair together!

Overview of Chengdu Wine Fair

The Chengdu Wine Fair is a global platform for wine enthusiasts and industry professionals to showcase and explore their products. With a rich history and influential participants, this event provides great opportunities for businesses looking to enter the Chinese market in the food and wine industry.

History and significance

The Chengdu Wine Fair is the oldest and largest trade show for wine and spirits in China. It is a highly regarded event in the alcohol beverage industry and is part of the China Food & Drinks Fair.

The China Food and Drinks Fair, known as the barometer of China’s food industry, started in 1955 and is one of the oldest large-scale professional exhibitions in China.

The fair provides a platform for vineyards and brands to showcase their best products and has a significant impact on shaping trends and standards in China’s food and wine scene.

The show brings a wide variety of food and beverage vendors, including baijiu, wine, beer, spices, and food additives, come together at this event to display a diverse range of offerings.

The energy here is always intense; visitors throng in droves — all eager to sample what could be new favorites or rediscover time-tested classics.

The 108th China Food & Drinks Fair was held in Chengdu, at Century City International Exhibition Center, from April 12 to 14, 2023.

Scale and influence in the food and wine industry

The Chengdu Wine Fair, also known as the China Food and Drinks Fair (CFDF), is an exhibition that holds immense scale and wide-reaching influence in China’s food and wine industry.

It is recognized as one of the most influential fairs in the industry due to its contribution to promoting trade between domestic and foreign wineries. This event showcases, imports, and trades alcoholic beverages, making it a significant event in the industry.

Notable past participants and their success stories

At the Chengdu Wine Fair, there have been several notable past participants who have achieved significant success and sales in the industry. Here are some examples:

  • Bordeaux Tradition: This esteemed wine merchant has been involved in the Chengdu Wine Fair and has seen great success in promoting their wines to the Chinese market. Their participation in the fair has helped them build brand visibility and establish connections with local distributors.
  • GYLS: This company specializes in sugar and wine products and has successfully participated in the Chengdu Sugar and Wine Fair, a part of the larger wine fair event. Their presence at the fair has allowed them to showcase their offerings to a wide audience and generate valuable business leads.
  • Fairmont Hotels and Resorts: While not directly related to wine production, Fairmont Hotels and Resorts also have a presence in Chengdu and often participate in events like the Chengdu Wine Fair. By being associated with such a prestigious event, they can align their brand with luxury and sophistication, attracting discerning customers.

The Chengdu Wine Fair attracts both local and international participants, including renowned wineries, distributors, retailers, importers/exporters, hospitality professionals, and wine connoisseurs. These industry players bring with them expertise, innovation, and exceptional products that contribute to making the fair an influential platform for networking and business opportunities.

Understanding the Chinese Wine Market

China’s wine market presents a unique set of challenges and opportunities, with evolving consumption patterns and preferences that businesses should be aware of in order to succeed in this lucrative industry.

Overview of China’s wine consumption patterns and preferences

China has become the fifth-largest wine-consuming market globally, despite lower per capita consumption compared to countries like France. Imported wines have gained popularity and surpassed domestic wines in recent years, indicating a growing preference for international offerings among Chinese consumers.

However, it’s important to note that overall wine consumption in China declined in 2020. To tap into this lucrative market, it is crucial to stay updated on evolving consumer preferences and adapt strategies accordingly.

Attending events like the Chengdu Wine Fair can provide valuable insights into the modern Chinese wine consumer, helping businesses tailor their products and marketing efforts effectively.

Challenges and opportunities in the Chinese wine market

Entering the Chinese wine market can be challenging due to the country’s slowing economy and ongoing trade tensions. However, there are still potential opportunities as the market continues to evolve.

To succeed in this market, it is important to understand local preferences, packaging, and pricing. Gaining insights into Chinese wine importers can also provide valuable market knowledge.

Attending events like the Chengdu Wine Fair can help in understanding the market better and exploring potential partnerships and business opportunities.

How Chengdu Wine Fair fits into the larger market context

The Chengdu Wine Fair is a significant event in the Chinese wine market, offering great opportunities for businesses to expand and succeed. It is the largest alcoholic beverage trade fair in China, attracting industry professionals and buyers who are interested in discovering new trends and innovations.

With imported wines making up around 40% of the market in China, participating in events like the Chengdu Wine Fair can provide exposure to potential customers and help establish brand visibility.

Additionally, the Chinese wine market is the largest and fastest-growing e-commerce market globally, so leveraging platforms like WeChat and building a strong digital presence can further enhance business prospects.

Preparing for the Fair: Establishing Your Digital Presence

Establish your digital presence by utilizing WeChat for communication, creating a shareable e-brochure to showcase your products, and building a strong online reputation in China before the fair.

The importance of using WeChat over email for communication

Using WeChat instead of email is crucial for success when communicating with potential customers in China, especially at the Chengdu Wine Fair. WeChat is the largest social media platform in the country and has a highly engaged user base.

It offers messaging capabilities as well as serving as a multi-purpose app for social networking and mobile marketing. By establishing your digital presence on WeChat through subscription or service accounts, you can easily connect with your target audience and nurture potential customers leading up to the fair.

Also, you can create a shareable WeChat e-brochure to showcase your products and business at the Chengdu Wine Fair. By utilizing features like WeChat Moments, you can easily share the e-brochure with interested individuals at any time.

Additionally, WeChat Pay offers a convenient way for potential customers to make purchases directly from the brochure. 

Building a strong e-reputation in China before the fair

Before participating in the Chengdu Wine Fair, it is crucial to establish a strong e-reputation in China. The Chinese market is heavily influenced by online brand presence and digital marketing efforts.

Increasing your brand’s popularity and establishing leadership in the industry are key factors in building trust and attracting potential customers. Conducting a SWOT analysis of your business, products, and services will help you understand your strengths, weaknesses, opportunities, and threats before entering the Chinese market.

By strategically positioning yourself online and engaging with your target audience through social media platforms like WeChat, you can build an impressive online reputation that will set you apart from competitors.

Exhibition Zones and Features

The Chengdu Wine Fair is an exhibition where you can showcase a wide variety of food and wine products. It is a popular event in China’s food and wine industry, attracting both local and international participants.

This fair provides a platform for vendors offering alcoholic beverages such as baijiu, spirits, beer, and wine. It is a great opportunity to present your products to a diverse audience and make important connections in the industry.

Whether you are an experienced exhibitor or new to the Chinese market, the Chengdu Wine Fair is a fantastic avenue to showcase your offerings to potential buyers.

Opportunities for business networking and new partnerships

The Chengdu Wine Fair offers great opportunities for networking and forming new partnerships in the Chinese wine market. It has partnered with Alibaba to expand into an online exhibition space, allowing exhibitors to connect with a larger audience and explore channels like dedicated e-shops on Taobao and live broadcast events.

This collaboration not only enhances the exhibition experience but also provides access to Alibaba’s extensive customer base, opening up new avenues for growth.

Participating in the Chengdu Wine Fair can help you establish valuable partnerships and propel your business forward in China’s dynamic wine industry.

Details on thematic zones that cater to different wine categories

The Chengdu Wine Fair is a renowned event that offers a diverse range of thematic zones for different wine categories.

These zones provide a great platform for wine producers and distributors to showcase their products and connect with potential buyers. From regional wines to international favorites, there is something for everyone at this prestigious event.

The fair also features exhibition zones dedicated to prominent wine regions like Ningxia, known for its exceptional wines. With a wide variety of wines from around the world, the Chengdu Wine Fair is a great opportunity to discover new flavors and expand your business reach in China’s thriving wine market.

Engaging with the Chinese Audience at the Fair

Tips on cultural etiquette and business protocols in China

Having a good understanding of cultural etiquette and business protocols in China is vital when engaging with the Chinese audience at the Chengdu Wine Fair. It’s important to show respect by developing insights into Chinese customs and business norms.

Building relationships with Chinese business people requires effective communication, punctuality, and flexibility. Adapting to different levels of formality in Chinese business interactions is also crucial for successful engagement.

Additionally, having knowledge about gift-giving etiquette and understanding the preferences of Generation Z consumers can help foster positive relationships. By embracing these tips, you can navigate cultural protocols seamlessly and make meaningful connections at the fair.

Understanding consumer behavior and local tastes

Chinese consumers are unique in their preferences and buying habits, which are influenced by cultural factors such as tradition, social connections, and reputation.

Value for money is also an important consideration for Chinese consumers. Additionally, China’s young consumers play a significant role in shaping consumer trends, so it is essential to understand their interests and behaviors.

The COVID-19 pandemic has further impacted consumer behavior in China, with changing consumption patterns and priorities emerging. It is vital to adapt marketing strategies accordingly to tap into this dynamic market and effectively engage with Chinese consumers.

Evaluating event success and future planning

The goal of evaluating expos and events like the Chengdu Wine Fair is to assess success and plan for the future. This evaluation process helps determine if your objectives were achieved and justify any changes or expansions for upcoming events.

Key factors in evaluating event success include measuring return on investment (ROI) and attendee satisfaction. It’s important to note that event evaluation is a comprehensive process that goes beyond simple feedback.

By utilizing methods such as surveys, feedback forms, and data analysis, you can gain valuable insights into the effectiveness of your strategies.

Furthermore, post-event evaluation helps enhance the attendee experience for future events and provides insights into the role events play within our organization.

We Have Experience with China’s Trade Fairs, Contact Us to Participate!

The Chengdu Wine Fair is an incredible opportunity for businesses to enter the lucrative Chinese wine market and expand their reach.

Don’t miss out on this chance to showcase your products, network with industry professionals, and stay ahead of the latest trends.

Contact us to discover how you can make the most of this exciting event!


We are a China-based marketing agency offering cost-effective solutions to foreign brands interested in tapping into the Chinese eCommerce market. Our team of Chinese and foreign experts has the experience and know-how needed to succeed in this lucrative, yet complicated market.

Gentlemen Marketing Agency offers many digital marketing and e-commerce solutions, such as web design, e-commerce and social media marketing strategies, localization, market research, KOL marketing, and more.

Don’t hesitate to leave us a comment or contact us, so that we can schedule a free consultation with one of our experts, that will learn about your brand and present you the best solutions for your China market strategy.


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