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.
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