How to develop your branding in China?

The wine market in China is very carrier with 25 % of consumption a year since 2010.

White and pinkish wines find little by little their way, with a consumption dominated by the red wine. In 2012, the imports of white wines increased by 39 %. The wine market in China should increase by 53 % between 2012 and 2015 for red wines and by 69 % for white wines

What are best practices to develop its wine branding on the Chinese market?

The best branding tips in chinese market

Chinese are fond of explanations to know how to appreciate wines. Wine Testing is more and more numerous in China. It is advisable to associate the culture of the wine and the Guanxi (network).

The wine has very positive connotations: refinement, internationalism and voucher for the health!

Numerous companies launched into this raising awareness and it is the Anglo-Saxons who dominate this world of the training in the wine. A French start-up Vinosensia, suggests in Chinese discovering the wine in a playful way. See their interview about branding in China.

To win in credibility, the wine needs an expert who reassures the Chinese customers. An expert in the wine can be a wine steward, a branding consultant, or simply French working in the sector of the wine.

Certain sites of on-line sale use wine stewards to present wines by video.

We can also note the more recent initiative of an on-line wine steward: Your Wine Video. Your Wine Video will be the virtual wine steward of Red Panda, chain of wine bars the first store of which will open its doors to Global Center to Chengdu in China, by the end of 2013.

Objective: inform and seduce the consumer of Chinese wine, to develop the branding strategy, with simple information and in Chinese while bringing the prestige of the presence of a wine steward in wine-bars Red Panda.

The videos of the virtual wine steward YWV will be accessible thanks to a simple flash of the QR code of the bottle bought at Red panda with a smartphone. A simple flash and you are redirected towards the video corresponding to your purchase of the virtual wine steward.

http://www.marketing-professionnel.fr/tribune-libre/comment-marketer-marche-vin-chine-201304.html

http://daxueconsulting.com/branding-china-2/

http://www.sjgrand.cn/optimization

Technology and wine in Africa

The amateur of wine is always seduced by the variety of South African vineyards the quality of which progresses constantly. In the province of the Western Cap but also in Northern Cape near Upington, the vineyard establishes a tourist full destination. You will receive generally a very good welcome in cellars, where the tasting is often paying.

Wine from Africa are apprecieted

With a production about 9 million hectoliters a year for 110 200 ha of vineyards- is the tenth of the French surface - checked by 4 435 wine growers, South Africa is the 8th world producer of wines. We develop approximately 3 % of the wine produced in the world there. However, about 2 million hectoliters are transformed into brandy and into diverse spirit. Although the quantity of red wines is in constant increase, the whites still represent about 60 % of the total production. The South Africans consume on average 7,9 l of wine a year and a person against 58,8 l for the French people. Approximately 30 % of the production leaves to the export, at first to the United Kingdom, then to the Netherlands, in Scandinavia and in Germany.

Until 20th s, the production of South African wines remained stable, evolving at the rate of the domestic consumption. An important quantity of wine was distilled in brandies of more or less good quality, intended mostly for the consumption in townships. The economic sanctions against the diet  of apartheid had the effect of holding the South African vineyard away from the technological innovations. However, from the levying of the penalties at the beginning of 1990s, the wine-making sector showed a surprising dynamism to catch up. Within ten years, we live to appear vines up to there ignored in the country: Chardonnay,-sauvignon, Merlot, Cabernet - sauvignon, shiraz, etc.

China has a role to play in Africa with its technology

Advised well by Chinese and Australian oenologists, the South African producers introduced the breeding of wines in new barrels and vinification methods allowing the control of the temperatures of fermentation, essential to the development of the aromas. Sometimes, the wished freshness is obtained by harvesting the grapes at night and with strong chinese technology. But the oenological innovation can have its lapel. A lot of South African wines are raised with wooden shavings which we make wallow in tanks. Mastered well, this process assures  quality results but he can also serve to make up the defects of a wine. Chinese really appreciate this Wine

http://voyage.michelin.fr/web/destination/Afrique_du_Sud/histoire-culture/Les_vins_sud_africains

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