The marketing of french wine
French wines give the impression that chinese consumers are “good quality and expensive”. French wine bottles are common compared to casté's internationally well-known and well-packaged domestic brands, and brands are very simple, and some are unheard of by consumers. The french have also interpreted it well: this is the culture and tradition of french wine。
However, culture and quality alone do not seem to capture the “fragmentation” of chinese consumers, as evidenced by the annual decline in the share of french wine in the chinese market. In 2006, french imports accounted for about 30 per cent of the chinese imports market, compared with 33 per cent in 2005 and 37 per cent in 2004. Correspondingly, australian wine sales increased by 59 per cent in china in 2005 and market share increased from 20 per cent in 2004 to 22 per cent in 2005; the united states market share of domestically imported wine increased to 10 per cent in 2005 and chilean wine to 8 per cent. While sales data for 2006 are still being collected, information received by journalists from various sources suggests that this is continuing。
In 2007, french also seemed to realize that changing themselves to accommodate consumers was the only way to save market shares. As a result, the french began to learn from australia's experience by creating their own commercial brands, while changing the simple and insolent packaging of wine。
Domestic french wine agents, on the other hand, are more directly engaged in innovative changes to traditional marketing methods and channels. Shenzhen blanche trading co. Ltd. Is one of the country's most famous agents for wine, and its director-in-chief is ping: on the basis of "good quality and high price" of french wine, some french wine agents in the country have begun to experiment with innovation through channels and promotion. In shenzhen, the deputy director-general of business and industry, li kesheng, said that some domestic brand agents had also begun to learn from the country’s well-known methods of marketing wine, based on the traditional high-end advantage of french wine。
Channel: from single to complex
According to li, france’s main domestic distribution channel for imported wines is high-end nightclubs, hotels and specialty stores, which places france’s imports in a single situation, with other imported brands and national product plates taking over new and emerging distribution channels and building their own ground, while a single distribution channel narrows the way french wine imports into china。
Lee kessem told journalists that the promotion of high-end consumers in high-end consumer sites had had a remarkable impact. For example, in high-end locations such as the chengdu kebinski club, the american and american clubs, the east garden of eden, and the generations of the king's river clubs, special-class bordeaux brands have been sold around $700 a bottle, still at a certain level every month. In response, however, the right to buy a high-end consumption site was less than 100,000 and more than millions, at an excessive cost。
Single channels, large promotion costs and declining sales forces agents to seek alternative solutions. According to lee kesher, yu fuda is now expanding the channel to a hotel known as the smoke hotel, “a marketing channel that we once ignored and which showed great marketing potential in 2006.” li keschen said. It is known that yufuda has cooperated with the hotel in shenzhen, chengdu and has created a model of “profit bundling”: the tobacco hotel provides a specialized counter for the agent, and the agent produces a single shop and wine mark for the tobacco hotel, with the profits shared proportionately between the agent and the tobacco hotel. In the course of cooperation, consumers are fully facilitated by harmonizing the retail prices of all smoke-name hotels, with a dedicated business website and working with the country's well-known e-commerce website, where consumers can view all cooperative smoke-name hotel presentations and addresses on business websites such as 919cn. Cn and alibaba. “smoking hotels can also deliver goods directly to the house if they need to.” lee kessin says。
Extension: use of the “cargo” model
French imports of wines often follow the model of a taser in china, which, because of its too monogamous model, is now having a significant underperformance after some time of prevalence。
According to li, french imports of wine have been promoted over the years in the form of supply fairs, but the number of clients has not increased. In 2006, after a year of study, yufuda demonstrated that the mode of operation of the network was borrowed from the marketing of imported wines in france. The most successful model of distribution of the network is in the form of a free delivery card to increase the number of its members, with distribution sites concentrated in high-end locations such as airports and hotels, which can be both consumer-friendly and self-profit。
Drawing on the experience of the journey, yufuda has also produced a large number of red wine membership cards, accompanied by a previous brochure on french wine, distributed at various high-end locations. It is understood that this model has attracted a number of faithful consumers. When you become a member of the red wine company, you can automatically upgrade to a guest of honour, and you can receive a hot-heat locker from the red wine company, which is used to store french wines of high quality. “the high-end thermostats add a lot of light to the consumer's home or office and allow consumers to choose our wine on a continuous basis.” “at the same time, we are constantly updating the contents of the manual, mainly to describe the french culture of wine and wine, which is novel and interesting and popular.”
Packaging: following an elegant route
French imports of wine have been relatively modest in overpacking, although this is a traditional tradition in france, but it is not acceptable to domestic consumers. As a result, some distributors have also introduced some innovation in packaging. At present, a french imported wine named the ballet is ahead of the road。
The flower of barley is represented by shenzhen baley flowers trading company ltd., which uses champagne-style large bellies on the external bottle, changing the old image of the french wine; it is made of a variety of coloured threads and looks more like a fine work of art. It is understood that this is the first french imported wine in the country to make a similar attempt. This overpack is widely accepted from the results of the market survey。
For other french imported wine brands, the wu ping has been inspired by the wall's wahsha b zone, which uses large bellies and cheesy-class wooden boxes, and sells very well everywhere. Some high-end french wines don't lose quality to domestic wines, but why are they less effective? As a result, shenzhen baley flowers trading co. Ltd. Is preparing to develop a number of rubber-packed boxes and to try to complete some of the french wines to meet the psychological needs of consumers。
In interviews with french importers of wine, journalists asked whether innovations in the chain of french wines would lead to higher prices for french imported wine sales. The answer was that prices would not increase significantly. It should be said that the innovation in the way and through which french imports are marketed is an act of self-defence by france's imports that lags behind other import brands in terms of their market performance, and even behind some domestic brands. “france's wines have been focused on adherence to quality and tradition for years, leaving out detailed research on chinese consumers. And the marketing innovations that we have undertaken are entirely consumer-centred, and the consumers who have bought french wine at high prices should not only be satisfied with quality, but more so in every aspect.” a. M. P. P。
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