China Buys A CrowdSurvey Production Red Wine Purchases Findings of a survey conducted June 17, 2014

China Buys Past series of reports: 1.Domestic Milk Report 2.Imported Milk Report 3.Yoghurt Report 4.100% Juice Report 5.Mixed Juice Report 6.Milk Powder Report 7.Bottled Water Report 8.Carbonated Drink Report 9.Energy Drink Report 10. Yellow Rice Wine Report Current: 11. Red Wine Report Future series of reports: 12.Yoghurt Drink Report 13.Tea Report 14.Coffee Report 15. Beer Report 16.White Wine Report 17.Shampoo Report 18.Hair Conditioner Report 19.Body Wash Report 20.Sunscreen Report 21.Facial Wash Report And More is going on……

China Buys China Buys is a new series of reports on the purchasing behavior of those who will be the heart of China—that part of the population under age 40 that is enabled in more than one sense of the word. China Buys will ask large numbers of consumers every week where they buy different products, what brands they have bought recently and what brands they will buy in the near future. We will then look at the differences between consumers—do women buy differently from men? Do consumers in one province buy differently than another? How does age impact purchase location and preference? And we will bring these answers to you within a week. This is the latest in a series of reports on surveys conducted by CrowdSurvey, China’s largest mobile research panel. Copyright CrowdSurvey, a joint venture of Weichaishi and nQuire China.

China Buys Red Wine Our latest survey is about Chinese purchases of red wine. We asked 5,608 consumers to tell us about their past purchases of red wine, the locations where they bought it and how frequently they purchase it. Our follow-on survey on purchases of yellow wine is now in the field and will be added to this, along with a further survey on white wine.

Key Finding More than half (62%) of red wine mentions were of purchases at Grocery. Chang Cheng(52%) was mentioned most frequently. The second most frequently mentioned brand was Zhang Yu at 29.60%. No other brand got more than 5% of mentions. The percentage of people who were most likely to mention monthly purchase (48%) are from farming/breeding industry.

Who We Talked To—And Who We Didn’t Readers are strongly advised to look carefully at the demographics section at the end of this report. There are only a handful of respondents over the age of 60, for example. On the other hand, we achieved very good geographic representation, with respondents coming from almost 200 cities in every province in China. Their incomes look fairly representative, as do their educational achievements. Only a third of our respondents are married—that’s far lower than for China’s under 40s as a whole, but understandable when we see that 45% of our respondents are under age 25. This report is not intended to represent the opinions or behavior of all of China. It captures meaningful data about the consumers whose decisions and attitudes will be important to businesses all over the world. Our survey was conducted using a questionnaire delivered by mobile applications on smart phones. That alone means that we had no access to those without smartphones, nor to those who shy away from downloading mobile apps.

Methodology CrowdSurvey is powered by China’s largest crowdsourcing company Weichaishi and nQuire China, a full service market research company headquartered in Shanghai. Respondents are recruited by an invite placed on their Weichaishi mobile application. Those who complete the survey are rewarded with 0.2 yuan. The survey consists of three questions and is part of their welcome dashboard when they start the mobile app. All of Weichaishi’s users are eligible to participate.

Q1: Where do you most frequently buy red wine? More than half (62%) of red wine mentions were of purchases at Grocery. The percentage of people who mentioned “Grocery” as place of purchase steadily increased with age. Compared to people under 25 who made 57% red-wine purchase, 74% of those between the ages of 40 to 49 purchased at the grocery.

Q2. What was the brand of red wine you purchased most frequently last month? Chang Cheng (52%) was mentioned most frequently. The second most frequently mentioned brand was Zhang Yu at 29.60%. No other brand got more than 5% of mentions. The percentage of people holding master degree (41%) had lower tendency to buy Chang Cheng red wine.

Q3. How frequently do you purchase red wine? Red wine was not purchased daily by most respondents, but 39.6% purchased it monthly. 12.2% of respondents even purchased red wine weekly. The percentage of people who were most likely to mention monthly purchase (48%) are from farming/breeding industry.

If You Need More Information We hope this information is valuable. We offer it to you for free. (Of course, we hope that you will want more information that we can charge you for. Not too much—just 3,000 RMB.) If you do want more information please send an to

Demographics 1 Age -As we have mentioned in the report, our respondents are younger than China as a whole.

Demographics 2 Gender - As is often the case with surveys conducted electronically, slightly more men than women participated in the study

Demographics 3 Education

Demographics 4 Marital Status

Demographics 5 Employment by sector

Demographics 6 Income

Wei Chai Shi & CrowdSurvey Thank you! Mailbox: Website: