How to leverage the power of Digital
Marketing and Chinese Social Media
to market your wines in China
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Agenda
• Market Background
• Case Studies - Digital Marketing & Social Media
• Suggestions – How Incorporate Digital Marketing & Social Media
• Other Wine Marketing Opportunities
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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
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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
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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:
•
Less interest in:
• Wine type/style & region
• Producer Information
• Food & Wine matching
• How the wine is made
Source: Wine Intelligence
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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.
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Case Studies
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.
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•Villa Maria NZ
Case Studies
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
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•Wines of Provence
•CIVP
Case Studies
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.
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•ASC Fine Wines
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.
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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
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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.
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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.
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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.
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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.
Other
Opportunities
• 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.
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•Treasury Wines
Thank you!
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Some other Wine Labels
Source: grapewallofchina.com
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Some other Wine Labels
Source: grapewallofchina.com
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