葡萄酒第一新媒体
严谨求证|有趣表达

Recently, several wine merchants reported to WBO that in the current domestic market, imported wines are more difficult to survive. Both the volume and value have decreased.
According to WBO, imported wine sales have indeed stagnated this year. Many wine merchants has declined in sales. However, some are in the "counter-current” whose sales continue to grow this year.
Wine Merchants Keep to Grow in 2019 Insist on Branding
Hao Wu, general manager of Beijing Yimai International Wine Company, said in an interview that by the end of September 2019, his company had completed 40% sales growth compared with the same period last year. Hao Wu emphasized: the construction of wine sales channels is of course important for wine merchants, but more importantly is the brand building of wine itself. How to prove that the wine you are selling is good? This is the key to the growth of sales.
Yang Shi, CEO of Banjiu (Shanghai) E-Commerce Company said: The sales network doubled compared with the same period of last year. This is because the company has always adhered to the brand establishment and won the support and trust of both new and old customers.
Yonglei Wu, general manager of Xiamen Fengde Liquor Company, believes that since the beginning of last year, the situation of weak consumption has become obvious.First-line liquor stores in the market are not so popular. However, it is in such an environment that the value of the brand can be reflected, which is also the key to company's growth.

According to WBO, the above 3 companies that still maintain growth this year focus on the following three aspects in brand building:
First: Endorsing Products
HaoWu said: The first thing to do for a wine brand is to let others recognize the "high quality" of the wine. Therefore, it is indispensable to have an expert in this field. He has invited many experts to create a brand image by writing wine reviews and shooting tasting videos. Secondly, human resources should be adopted.He has chosen female wine lovers and operators among his friends, persuaded them to represent the wines and post photos on the online channel to launch the “most beautiful spokesperson”. From the effectiveness perspective, this method is easy to attract everyone's attention. The selection in a short period can gain a large flow. In addition, the foreign wineries are also very cooperative.Some tastings will be held in China once a while to expand the momentum and do the product endorsement.
HaoWu also mentioned that he is in contact with some celebrities and uses their popularity to drive sales in the supermarket channel. However,HaoWu particularly emphasized that the cooperation with artists is uncontrollable especially when the price of the artist is generally very high.Thus,you should have your bottom linebefore you make a decision. According to his personal experience, each cooperation will be connected with different teams. The conditions for negotiation between the two parties are not the same. Nothing is fixed. Therefore, if you cooperate with artists, don't stick to the most popular star. You can't think that it will bring a sensational effect to the product. The biggest role of cooperation is to endorse consumers’ trust. In addition, cooperating with new media is also a good way, which is cost-effective and stable.
In May 2019, the Banjiu E-Commerce successfully contracted with Wei Zhao’s Chateau Monlot, Singer A Duo, Jackie Chan’s DC Teamand used their advantages to launch a customized wine, which provided an endorsement for the company and the product brand. According to WBO, Banjiu E-Commerce and the three celebrities cooperated to launch a “star product”. The products no longer go through the traditional dealer channels, but focus on e-commerce channels and VIP customers.
Secondly, Posters and Packaging Design Reflect Professionalism
During the interview, Yang Shi emphasized that his company always placed design in a very important position in brand building. The company hired a design team from foreign countries to make the poster design and packaging design obvious different from those in China. The design highlights the brand's premium sense and is easy to get consumers' favor at the same time.
HaoWu illustrated that the company has invited a group of designers and writers to have posters almost every two days. Through the use the most attractive colors and designs on the pictures and articles, they can attract the maximize attention from customers. Moreover, in order to encourage this kind of propaganda, the company regularly gives internal awards to the designers of excellent works, therefore forming a favorableatmosphere.
WBO found that the current growing brand operators have one thing in common: the boss attaches great importance to creative design, and has configured a professional team to form a unique combination of design company + wine sales company.
Thirdly,Public Relations Activities are Essential to Raise Awareness
It is reported that this year, Beijing Yimai International Wine Company has sponsored five films. Hao Wu pointed out that every time when they sponsor the events, not only willtheir products will appear in the posters, videos and other types of propaganda, but they will get hundreds of movie tickets, which can be sent to customers. On the one hand, it is a feedback to customers; on the other hand, this is also a proof of the company's strength, which is conducive to customer loyalty. During the interview, Hao Wu also mentioned: In the future, he will find more opportunities to seek cooperation in the entertainment industry. This method is more influential and has a wider audience.
Yonglei Wu said: So far, they have sponsored the top ten bicycle championships in China. What’s more, they will also actively participate in some large-scale activities and public welfare activities in the focused areas. This will not only enhance brand awareness, but also help the product to be sold locally.
It should be noted that Yang Shi emphasized that a good brand is important, but it is also indispensable to buildgood customer relationship. Take his company as an example, the posters, videos and media releaseswill be delivered to the customers in the first timeaccording to different festivals of the year (Mid-Autumn Festival, New Year's Day, Valentine's Day, etc.). Thishelp to let them know the product information in time. They can also use this information to secondary transfer to customers and help product sales. In addition, small and large-scale tastings are held from time to time, so that they can help customers to connect with local influential companies and people to sell products as much as possible. Thus, the long-term cooperation between the two parties is more consolidated.
-END-
REVIEW
●Why does the Importer Reject to Sign Exclusive Contract?
●Crackdown on Counterfeit Bordeaux Wines in China
● Why the Wine Bar Sells Even More than Importers?