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How to leverage the power of Digital Marketing and Chinese Social Media to market your wines in China. konradmarkham.com. Agenda. Market Background Case Studies - Digital Marketing & Social Media Suggestions – How Incorporate Digital Marketing & Social Media

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slide1

How to leverage the power of Digital Marketing and Chinese Social Media to market your wines in China

konradmarkham.com

agenda
Agenda
  • Market Background
  • Case Studies - Digital Marketing & Social Media
  • Suggestions – How Incorporate Digital Marketing & Social Media
  • Other Wine Marketing Opportunities

konradmarkham.com

market background
Market Background
  • 80% of purchases are as gifts.
  • Local Chinese wines - 90% volume share
  • Red wines preferred
  • On premise channel dominates. Hypermarkets & online growing
  • Est 100k brands, from 80 countries on sale
  • Household income of 180k + RMB for Imported wine
  • Softy, fruity, sweet flavour profile most preferred

konradmarkham.com

slide4

Market Background

  • No strong earthy aromas or dominant tannins
  • Food & Wine pairing
  • Perceived health benefits vs. Baijiu
  • 1st Tier cities highly developed for Imported wines
  • 1st Tier cities more expensive to advertise, cluttered & competitive
  • High appetite for wine education
  • Packaging, design colours and Chinese name also critical

konradmarkham.com

source type of wine information
Source & Type of Wine Information
  • For <45 yrs, Internet main channel for wine info
  • Sina Weibo - #1 social media platform for wine
  • Desktop #1, mobile/tablet also strong
  • Want short text in Mandarin + images/videos
  • Most interest in:
    • Wine type/style & region
    • Food & Wine matching
  • Less interest in:
  • Producer Information
  • How the wine is made

Source: Wine Intelligence

konradmarkham.com

case studies
Case Studies
  • New Zealand Trade & Enterprises
  • New Zealand Wine Growers
  • Objective:
  • Awareness & Recognition of NZ & NZ Wines
  • Strategy:
  • In 2012, 4 Sina Weibo bloggers chosen to visit NZ wine regions during grape harvest.
  • Bloggers chosen based on topic interest & follower numbers.
  • Posted their experiences on blog.
  • Result:
  • New Zealand Wine Weibo account reached 10k followers post campaign.

konradmarkham.com

case studies1
Case Studies
  • Villa Maria NZ
  • Objective:
  • Brand Recognition & Awareness
  • Strategy:
  • 5 Day Sina Weibo Campaign in lead up to Valentines Day 2013.
  • Express their love to others via the Villa Maria account to win.
  • Result:
  • Campaign drove an additional +10,000 followers.

konradmarkham.com

case studies2
Case Studies
  • Wines of Provence
  • CIVP

Objectives:

Engage female drinkers with Provencal rose.

Promote Provence as a romantic holiday destination.

Strategy:

  • Sina Weibo campaign since 2012.

Provide link content to reflect this.

  • Result:
  • Increase in Provencal rose sales.
  • Increased # followers to 42,000

konradmarkham.com

case studies3
Case Studies
  • ASC Fine Wines
  • Objective:
  • Raise awareness of wine styles/regions & ASC brands.
  • Strategy:
  • Developed a series of educational style films.
  • Host sommelier discusses regions with a panel & tastes ASC wines.
  • Result:
  • Rated Top Ten Original short series by CCTV online in 2012.
  • 3rd series produced in 2013.

konradmarkham.com

recommendations
Recommendations
  • The right Digital Marketing & Social Media strategy will be dependent on your:
    • Business & Sales Objectives.
    • Marketing Objectives:
      • Customer Acquisition
      • Awareness/ Branding
      • Retention/ Engagement
      • Market Research
      • Customer Service
    • Target Audience.
    • Technology – Mobile, Video
    • Budget, Key Measures of Success, ROI Timeframe.
    • Resources available here and on the ground in China.

konradmarkham.com

recommendations1
Recommendations
  • Design Marketing activities to have an inherently social motivation to spur broader engagement.
  • Types of Content
    • Rewards/Promotion.
    • Utility/ Education.
    • Gamification.
  • Celebrity Endorsement
    • TV shows/ movie
    • Yao Ming Family Wines

konradmarkham.com

celebrity endorsement
Celebrity Endorsement
  • Yao Ming Family Wines
  • Brand Launch in 2011.
  • Napa Crest added to range in 2013.
  • Range priced from 500 – 5000 RMB.
  • Distributed via Pernod Ricard SA to VIP customers.
  • Results:
  • Brand sold 9,250 9LE cases in total since launch.
  • Family Reserve sells out each year – Approx 800 cases.

konradmarkham.com

other opportunities
Other Opportunities
  • Exclusivity & equity sharing arrangements.
    • Develop new specific brand/sub range.
    • Clear & differentiated channel strategies.
      • Online vs Offline Channels.
  • Utilise Wine Australia resources.
    • 11 focus cities.
    • Evaluate opportunities in 2nd/3rd Tier cities.
    • Australia category activity vs Brand activity.
  • Use of QR Codes.
  • Think outside the square.

konradmarkham.com

slide14

Other Opportunities

  • South African Wine - Franschhoek
  • Leopard’s Leap/La Motte
  • Equity Sharing Arrangements
  • In 2011, developed distribution agreement with Aussino.
  • Exclusive South African wine brand.
  • JV with Yangzhou Perfect,
  • Perfect Wines South Africa.
  • New brand – L’Huguenot. Sweeter flavour profile and tailored varieties.
  • Result
  • Sold 400k bottles 10 days after launch. 30% of annual target.

Direct Sales Channel – Prestige Wines

Links with Tsinghua University Beijing Alumni.

Hosts 4 groups of alumni each year at winery.

150k sales post first visit.

konradmarkham.com

other opportunities1
Other Opportunities
  • Treasury Wines
  • Packaging Innovation & Exclusivity
  • In 2012, released 12 bottles only of a 2004 Cab Sauv in a blown glass ampoule. $168,000 each.
  • Results:
  • The first ampoule was sold to a restaurateur in Hong Kong.

konradmarkham.com

slide16

Thank you!

konradmarkham.com

some other wine labels
Some other Wine Labels

Source: grapewallofchina.com

konradmarkham.com

some other wine labels1
Some other Wine Labels

Source: grapewallofchina.com

konradmarkham.com