Chinese Wine Industry During COVID-19: A Study of the Changyu Wine Company

ABSTRACT

The wine industry in China has developed rapidly and occupied an important position in the domestic and foreign wine markets. China is the fifth largest consumer of wine in the world. However, under the impact of COVID-19, the competition to secure a limited market share in the domestic wine market has become increasingly fierce and the previous marketing strategies of the Changyu Wine Company can no longer adapt to the changing consumer environment. In addition, the sales of imported and domestic wine continued the ‘double decline' trend in 2018 and some wine production and operation enterprises encountered difficulties. The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2021.