Gift culture in China : Consequences for the fine wine sector | Seidemann, Vera
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Chapitre

Gift culture in China : Consequences for the fine wine sector

in The Wine Value Chain in China: Consumers, Marketing, and the Wider World

Seidemann, Vera ; Atwal, Glyn ; Heine, Klaus

Capitello, Roberta. Directeur de publication ; Charters, Steve. Directeur de publication ; Menival, David. Directeur de publication ; Jingxue, Yuan. Directeur de publication

Chandos Publishing 2016 - Ref. 10.1016/B978-0-08-100754-9.00004-0 - 47-61 p.

In the Peoples’ Republic of China, gift-giving is “materialized communication” with luxury products as a major category of gifts. Western luxury brands including fine wines are popular among Chinese consumers. They are used as symbols of wealth and power, which help to maintain and improve one’s “Face”. However, due to several high-profile corruption scandals within the communist party, the Chinese government enacted new regulations to curb gift-giving as part of a campaign against corruption. ... The consequences have been significant within the fine wine sector. Recent industry data suggests a decrease in sales of fine wines in China. Following these developments, the chapter aims to provide an understanding of the Chinese gift-giving culture and discuss implications within the fine wine sector.

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