Developing five steps in the wine market

According to the statistics of China Brewing Industry Association, domestic wines still maintained a growth rate of 16.7% in the first half of this year, and the cumulative production of wine in China was 501,000 kiloliters. In recent years, the domestic wine market has grown at a rapid rate of 20% per year, while the international market has grown at a rate of 1% to 2% over the same period. Insiders pointed out that in the future, the Chinese wine market will present three major trends: globalization of production resources, localization of wine culture, and high-end consumption.

Twenty years ago, the Chinese concept of wine only stayed at the banquet of Changyu and the Great Wall. The demand was not comparable to a city in Italy; 20 years later, even if a good wine drinking atmosphere has not yet formed, the Chinese The demand for wine is already much higher than that of native wine. According to the author's understanding and research of China's wine consumption market, the following points are worth learning:

[Making full use of e-commerce platform]

Although many wine merchants have their own online platforms, they are just a propaganda platform and there is no real e-commerce platform. Especially for individual consumers, it is very suitable for selling wine products through e-commerce platform.

With the development of China's economy, middle class people have become the main consumer groups of wine, and in the actual traditional marketing environment, the marketing cost for individuals is very high, even if there are many supermarkets and wine houses for consumers to choose, but The information that can often be delivered to consumers is limited, and the e-commerce platform can deliver detailed information on each bottle of wine to consumers in detail, and is in line with the characteristics of electronic products: high added value, and ease of distribution.

[Expert Advisor Marketing]

In marketing products, customers are often susceptible to sellers for products they are not familiar with or are not good at. This is a good opportunity for many imported wines. Through consultant-style sales and providing consultant services to consumers, it is likely to win the favor of consumers.

【Add wine value added】

Starbucks coffee is a very typical example. It proposes a third living space other than work and family. Therefore, Starbucks sells not coffee, but space, culture, and taste. Wine is a product with a very cultural heritage. It is fully qualified to do culture. If wine sales can be achieved through the sale of wine, people who enjoy wine will acquire more wine expertise, which adds value.

[Establish an experiential marketing model]

Culture needs a process of communication to influence more people. For example, regularly carrying out cultural exchanges of origin in the form of wine tastings is one of the important models for locking loyal consumer groups and guiding them to recognize and accept wine culture. With the process of selling culture, the sales of drinks are realized.

A consumer survey concluded that under the same price conditions, consumers prefer to buy imported wine. The reason why they did not purchase is mainly because they do not know much about the knowledge and quality of imported grapes. I believe imported wine is a challenge to imported wine merchants.

[emphasis on store model]

Compared with traditional terminal shopping channels such as shopping malls, supermarkets, restaurants, and night markets, specialty stores have the advantages of abundant sources of goods and varieties, specialized wine storage equipment, and the owner has a certain degree of professional knowledge. Information, introduction, tasting and creating environment, together with regular activities, allow consumers to accept wine culture subtly.

In recent years, a large number of imported wine stores have emerged in Beijing, Shanghai, and Guangzhou, and the author believes that the stores will become new types of terminals for imported wines.