In recent years, with the reduce of tax, more and more overseas wines entered China market. In 2007, most of China's imports of bottled wine from Italy, France, Chile, Australia, Spain, Argentina, German and America. The growth rate of imports of Italian bottled wine was in the first place by exceeding France.
However, Italian wine entered China market later than some countries. And lots of Italian wines hadn't met with Chinese consumers. So, it's considered that there would be a potential market in China for Italian wine. A Zhejiang winery decided to cooperate with Italy GIV to exploit high-end market.