Pillitteri Estates Winery
Chinese Market
Social Media Marketing Plan
Niagara College – NOTL Campus
Wine Business Management
Capstone Final Report
May Meng Pan (4168233)
Sherry Xiao Li (4192270)
April 12. 2013
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CONTENTS
Back Ground…………………………………………………………..………1-3
Pillitteri Estates Winery………………………………………………………..1
China……………………………………………………………………………1
The Chinese Market……………………………………………………….……1
The Chinese Wine Market…………………………………………...…………2
Shanghai Wedding Market………………………………………………...……2
China Social Media……………………………………………………………..3
Objective……………………………………………………………….………..3-4
Deliverables…………………………………………………………………….3
Benefits………………………………………………………...……………….3
Executive Summary……………………………………………………………4
Content & Approach……………………………………………………….4-13
Chinese culture……………………………………………………………….4-6
Face…………………………………………………………………….….4
Guan xi………………………………………………………………….....5
Zhong Yong…………………………………………………………….....5
Chinese Food Culture……………………………………..………………5
Findings……………………………..………………………………….…6
Chinese Public Demands………………………………………………………..6
Findings……………………………..………………………………….…6
Hotel…..6Findings……………………………..………………………………….…7
Demographic………………………………………………………………7
Wine Agent.....................................................................................................8-10
Findings……………………………..………………………………….…7
Wine Agent in Hotel Channel………………………………………..……8
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Current Situation…………………………………………..………………8
Online Trade Website……………………………………….…………….9
Product Position…………………………………………….……………10
Social Media...................................................................................................10-13
Social Network Site (SNS)……………………………………………….10
Blogging………………………………………………………………….10
Micro-Blogging…………………………………………………………..10
Online Trade Website..................................................................................11
Deal of the day Website………………………………………………….11
Travel Portal……………………………………………………………...11
Search Engine (SE)………………………………………………………12
Review……………………………………………………………………12
Wikis……………………………………………………………………..12
Mobile Chat………………………………………………………………12
Findings……………………………..……………………………………12
Recommendations and Suggestions………………………………......12-15
Brand Marketing Communication Strategy…………………….……………..13
Brand Story……………………………………………………………………14
Event Marketing……………………………………………………………….14
Evaluation…………………………………………..…………………………14-15
Advertising review…………………………………………………………….14
Digital social media evaluation………………………………………….…….15
Public relations activities/post effect evaluation………………………………15
Database marketing evaluation……………………………………………......15
Sales result assessment………………………………………………………...15
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Back Ground:
a. Pillitteri Estates Winery:
Pillitteri Estates Winery is the world’s largest estate producer of Ice wine, situated
in the middle of Niagara Wine Country in Niagara-on-the-Lake, Ontario, Canada.
For more than 15 years, Pillitteri Estates has been dedicated to promoting
Canadian Wines around the globe, leading the brand to become one of the world's
most widely recognized Canadian wine brands. Starting in 2005 Pillitteri began to
enter into the Chinese market after having established a remarkable reputation for
quality Icewine and a strong market share of Icewine in Canada. Pillitteri Estates
Winery is truly a family enterprise; every member of the Pillitteri family has
worked on the farm and at the winery. In the past nineteen years, Pillitteri Estates
Winery has been honoured with more than 600 wine awards, at both domestic and
international competitions. Pillitteri is the only Hazard Analysis Critical Control
Point (HACCP) Advantage winery in Ontario, ensuring food safety.
b. China:
With the long-term sustainable development of the Chinese Economy and global
strength entrepreneurs are focus in their attention on China. Apply the name in
Shanghai China in the 1930s, nowadays the Chinese market has once again
become a "paradise for adventurers”. However, how to uncover the mystery of this
ancient oriental country? How to stand out in the market environment which has
great potential but also complicated and occupy a certain market? Comprehensive
and fully understand China's history and culture as well as the day-to-day custom
is one of the practical way. But what is China? The People’s Republic of China,
commonly known as China, is located in East Asia, and borders 14 nations or any
other county in the world. It is the most populous state in the world with a 1.3
billion citizens. China made of 56 distinctive ethnic groups with Han Chinese
making the 92% of its whole population. Though China is officially an atheist
country its religious roots lie within Confucianism, Buddhism and Taoism, and
from these most social and moral values are derived. The Chinese calendar is a
lunisolar calendar, incorporating elements of a lunar calendar with those of a solar
calendar.
c. The Chinese Market:
Being successful in China requires different ways of thinking. Except
understanding China's culture, the most direct way is analysis from data. Since
economic opening up and reform policy began in 1978, China’s economy has
grown 90 times bigger, and is the fastest growing major economy in the world.
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China’s annual average GDP growth is predicted to be 9.5 percent for the period
of 2014-2015. It is the world’s largest exporter and the second largest importer of
goods. It is also known as the world’s first biggest consumer of luxury goods. It
now has the world’s second largest GDP at about 6 trillion US dollars, 40% of the
United States. Although its per capita income a 4300 US dollar is still low and
puts the China behind roughly a hundred countries. China’s growth has been
uneven when comparing different geographic regions and rural and urban areas. In
the past decade, China’s cities expanded at an average rate of 10 percent annually,
a scale unprecedented in human history.
d. The Chinese Wine Market:
According to the data, China is a huge and growing wine market. Data from China
Daily European version of the report (China Daily Europe), imports of wine now
occupy about 25%① of the Chinese market. The Customs website data
(www.haiguan.info) shows: in the first half of this year, China imported 200
million liters of wine a year-on-year rise of 12%, the value up to $ 1.1 billion, the
year-on-year growth of 24.1%②.
e. Shanghai Wedding Market:
Shanghai is China's most economically developed city, located in the southeast
coast of China. According to the most recent census in 2012, Shanghai has an
urban population of 23 million③. Most married couples in China are subjected to
the one child policy, which is introduced in 1979 to curb massive population
growth. It is believed to have prevented more than 300 million births since then.
Another consequence of the policy has been the emergence of so called “little
emperors”, a generation of self-centered consumers has developed. The first
generation of only children policy have now entered the peak married group.
Report from Shanghai wedding industry association shows, Shanghai wedding
banquet prices were up 500 percent in five years at 5 star hotels, The average price
rase to ￥7,000 CNY(China Yuan) per table, to $1,167 CAD per table (exchange
change rate: ￥1 CNY= $6 CAD)④. Shanghai is rapidly growing market demand
for Luxury hotel wedding banquet is a new avenue which offers high sales
potential to Pillitteri Estates Winery.
From ‘Imported wine bubble burst’, International Business Daily, 2013
From ‘The international wine market shift, China's wine imports during the first half of price rise’, The customs
information network, 2012
③
From ‘Shanghai sixth national population census data mainly introduction’, The Shanghai bureau of statistics,
2011
④
From ‘Shanghai hotel wedding banquet prices doubled in five years’, Sina Shanghai, 2012
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①
②
f. China Social Media:
Developing a new channel needs marketing promotion to help. The most
significant marketing approach will be the social media which has the lowest
investment and the highest influence. According to the data, China’s population
has been 1,339,724,825 in the first half of 2011, of which the percentage of
Chinese who are using the Internet is 35.6, which means that the internet usage has
reached 477million. In 2012, this figure has grown to 528 million internet users
speedily. In addition, Shanghai, the most densely populated city in China, has had
the highest percentage of Internet users which has reached 64.95percent, Shanghai
has the highest growth rate of internet users in China. Based on the Mckinsey
consultancy work in the 2010 annual publication of “New Era of Social Media
Casts Consumption in China” research report①, it claims that China has the largest
and the most active social media users in the world and these people are leading a
new trend of consumption, so social media has become the considerable source of
information when companies are making approaches for their brand and products.
Based on the highly developed social media environment, the rapidly growing
internet audience and the peak of the marriageable age of the one child policy
generation, Pillitteri Estate Winery can economically reach the largest target
audience through designing a web-based marketing campaign.
Objective:
To help the Pillitteri Estates Winery expand the Chinese market, and gain market
share.
Deliverables:
a. To build a brand story and to promote the brand position. Gaining the iconic
Canadian wine in Chinese Market and the best way fit into Chinese Market.
b. To develop strategically focused social media marketing strategies to achieve
brand development objectives. Include:
i. To develop a current assessment of current brand trade/consumer status in
regards to social media awareness.
ii. To provide rationale of current brand position to develop and implement
social media designed executions to reach defined marketing objectives.
c. Provide the method to open new channel of hotel groups.
d. Analysis the evaluation.
Benefits:
①
From ‘New Era of Social Media Casts Consumption in China’, by Mckinsey consultancy, madbrief, 2010
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This project aims through the social media to improve Pillitteri Estates Winery
position in Shanghai city. To prepare as the breakthrough position to increase
brand awareness and improve the market share in Chinese Market. To create a
new channel into the luxury hotel wedding party wine market in Shanghai.
Executive Summary:
Chinese market always the most confused the market to western winery; regular
way of western business seems to be the endemic in this country. The Chinese way
of doing business is to follow the Chinese traditional culture, which is very
different from western way. The media is also different from the west. The
wedding market is a piece of blue sea surrounded by the red sea. It is hard to break
through but the potential is tremendous. To follow the Chinese business style, is
the only way to eat this piece of cack!
Content & Approach:
Primary research: Use the telephone and network to collect information from the
target market – Shanghai, China. (Include social media information, the hotel
wedding market information, wine market information, Chinese public demands
and Chinese culture). The social media part, internet search China social media
web portals, occupancy data and standard advertising costs. For hotels, used
internet and telephone research to international chain hotel groups which have
luxury hotels in Shanghai, search their loyalty system data and hotel wedding
banquet reservation information and cost. In wine market part, used the Internet
and telephone search China imported red wine market information and the
development and future market analysis data from China Customs and
authoritative consulting firms. In China culture and public demands part, used the
Internet search to sort out the most confusion Chinese culture for westerns and the
biggest demands from Shanghai residents.
Secondary sources: Use internet search and telephone research to collect target
hotel group’s internal customer loyalty data to analysis target consumer
characteristic and consumption characteristic. Use internet to collecting literature
information (Include social media information, the hotel wedding market
information, wine market information).
a. Chinese culture:
i. Face:
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One of the core concepts in Chinese culture is Face. The concept of “face” can
be loosely described as someone’s social status or reputation in the eyes of
others. Throughout a Chinese person’s life it must be maintained and
enhanced through giving to and receiving from others in both words and
actions. It may be something as small as who gets in the lift first to the
awarding of multi-million dollar contracts. But without it you will have very
little power or influence. To make people lose face or even unknowingly, is a
huge dishonor and could mean the end of a relationship.
ii. Guan xi
“Guan Xi” is another core concept. “Guan Xi” literally means “connections”
or “relationships” as it essentially boils down to exchanging favors. “You
scratch my back, I will scratch yours.” It can loosely be compared with the
idea networking in the west, but usually goes much further in the terms of
developing and nurturing the relationship through social exchanges and favors
which must be repaid at greater value in time. Relationship between family,
friends and business associates are often closely interwoven. In such an
environment, issues of corruption are not uncommon when “Guan Xi”
obligations take precedence over normal rules or laws.
iii. Zhong Yong
The Doctrine of the Mean “Zhong Yong” is the last very important concept.
Known as the doctrine of the Mean or Goldend Mean this concept involves
balancing one’s position among a group to maintain conformity and a sense of
harmony. To this while still achieving one’s personal objectives is considered
the Chinese People the idea way to living. This can be applied to the
workplace, where one should behave in a way which is seen to be neither
ambitious nor lazy at the same time. Chinese people never openly criticize,
ignore or make fun of a person in front of others, even jokingly. When
discussing individual performance, they always emphasize good point before
bad one. Chinese may ask your personal question or make observations about
your age, income, religion or appearance. Don’t take it personally. Likewise
Chinese rarely say “please” or “thank you” as this is seen as unnecessary
formality between friends or family. In the Chinese meeting, often only the
most senior attendees will talk and all questions should be directed to those
people. Silence is not a sign of weakness in China. Often the unsaid message
is more important than what is being said verbally.
iv. Chinese Food Culture:
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Being such a large and ethnically diverse country, each region has its own
local specialties which the Chinese are often keen to try and introduce to
others. Generally people will find hot and spicy food in the western and
central China and cooler food in the south and north. A Chinese dining table is
usually round allowing everyone to engage equally in conversation. It will be
set with empty bowls, plates, and chopsticks for each person. Food dishes are;
paced into the centre of the table to be shared between everyone. Contrary to
what western people might find in their local China Town, Chinese food is
generally healthy and often beautifully presented. Texture, flavor, color, and
aroma are key considerations for all Chinese cooks. Chinese dinning is about
showing respect and hospitality for the guests and is often used as an
extension of the boardroom. Heavy drinking is often a part of doing business，
and it is expected that you will keep up with others. If you do not drink
alcohol, make it clear before start.
Findings:
The modern China of today is as much shaped by its past as it is rapidly looking
to the future. While many of its big cities are comparable to any in the west, the
underlying culture is still vastly different. And because the tastes of the Chinese
food are mostly heavier, red wine is the most popular on the market.
b. Chinese Public Demands:
China has now become the world’s largest energy consumer, but relies on coal to
supply about 70 percent of energy needs. Leading Chinese environmental
campaigners have warned that water pollution is one of the most serious threats
facing China now. Deforestation in northern China has caused rapid
desertification, leading to massive dust storms every year throughout China.
Serious air pollution is a growing problem in southern coastal cities. Therefore,
China's southeast coastal consumers who have strong spending power have
strong consumer demands for clean pollution-free and healthy product. Another
important reason for environmental pollution is industrial pollution. consumers
attach great importance to the company’s attitudes towards environmental
protection and social responsibility.
Findings:
Consumers attach great importance to the food safety, environmental protection
and company social responsibility.
c. Hotel:
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The telephone survey researched all 52 in 5 star global hotel chains in Shanghai.
The telephone researched all those hotels’ banquet reservation department.
In the research, all interviewers were asked same question:
“How much is your hotel’s wedding package per table this year (2013)”
“Is this package including beverage, especially wine.”
“Which wine does your hotel offer to the client?”
“How much is the wine”
“How much prices rose this year”
“is your hotel allow customer bring their own wine, if yes, how much corkage
fee you would charge per table?”
“How is the rate of reservations?”
This research didn’t in could 4 star hotel, because most of them allow client
bring their own wine.
Findings:
i. From the research we know, the average price of the bottom price for wedding
package is around￥5888.00 CNY + 15% service charge per table, this price
is equivalent to $1,130 CAD per table (exchange change rate: ￥1 CNY= $6
CAD), 10 persons per table. The rate of increase than 2012 is 5%-10%; the up
around ￥400.00 CNY to ￥1000.00 CNY per table. Most packages include
soft drink, local beer, and 1 bottle of red wine per table. 40% of interviewed
hotels allow customers to bring their own wine but charge ￥200.00 CNY to
￥400.00 CNY corkage fee per table. Also almost all the good Chinese
calendar dates for wedding in 2013 are fully booked. The wines hotels to the
client have too many varieties choice. Most are from France and Spain, the
average of the bottom price around ￥300.00 per bottle.
ii. Demographic:
The data of target consumers is difficult to collect by means of telephone
survey. Therefore, thorough analysis of the internal data from the hotel
customer loyalty program for the target customer group is currently the only
viable way.
According to the internal data provided from Accor Great China Headquarters
the analysis showed that the gender ratio was 63% male and 37% female, the
main consumption age structure from 30 to 64, monthly income from
CNY4,000-CNY10,000 Yuan, education in the university education level
above 75%, Profession distribution mainly concentrates in the civil servants
and professionals. Above data combined with the phone survey found that the
average age of the 5 star hotel wedding clients is higher than 30 years of age
or older, have good education and a good income. Most of the young wedding
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consumers’ parents assume the cost. These target consumers have the
requirement for quality of life, and use social media network is different from
the young students group.
d. Wine Agent
The problem of big hotels is that they have a list of wines imposed at the global
level by the groups they belong to (Accor, Starwood …), one imposed at the
country level, leaving the F & B (Food and Beverage director / manager) a very
limited space to manipulate. Thus it is difficult to sell the wine. Actually it is not
so often because the connection “Guan Xi” are play in it, and people do not take
global agreements seriously! Indeed, the hotels often have two wine lists, one
“official” and the other informal, allowing them to include the wine from their
friends.
Findings:
i. Wine Agent in Hotel Channel:
According to Mr. Ye whom is the leader of banquet sale in Shanghai Pullman
Skyway Hotel and worked many years in the 5 star banquet industry. Most 5
star hotels often change the brand of their house wine, all the wine stock for
local wine agent. The biggest wine agent in hotel industry is ASC fine wines
company. ASC has 70% market share in this channel. ASC fine wines has
taken root in China for 16 years, is agent for more than 100 wineries from 14
countries representing more than 1200 kinds of wines, and have branches and
offices in 26 cities in China, with staff more than 1200. C&D Wine is a
professional high-end wine supply chain operator of C&D Group, one of the
Top 100 Chinese Listed Companies. In addition, relying on C&D Group, one
of the Top 500 Chinese Enterprises, the company has become a leading
enterprise in domestic wine industry. Nanpu Food Group is other important
distributor in the industry. Nanpu Food Group integrates marketing, agency
and logistics in the FMCG industry with focus on brand, network and more on
service.
ii. Current Situation
From the last situation, the 5-star hotel has been monopolized by large wine
proxy. The small agents, due to the small supply of stock, and sales personnel
changes in major factors have not been able to enter this market. 5 star hotel
wine varieties are mainly from France, are expensive and lack new ideas.
However, through this investigation, we found that the five-star luxury
hotels in Shanghai are trying to establish a wine list which has characteristics
of word-of-mouth. Regularly introduced new wine from some overseas
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boutique wineries though active agents. (Usually small companies)
Park Hyatt Shanghai former wine director Jean-marc Nolant is trying to break
the stereotype of 5 star hotel menu for people. In his view, the wine list must
not be a single cater to the local drinkers who obsessed with Bordeaux grand
cru.
‘Although, China five-star hotel are the main promoters of French wine, but
accounts for French wine on our wine list only 35%, In addition, we also
chose the wine from Lebanon, Slovenia, Greece, China and other countries.’
He actively recommend to the guest the wine which is made by ‘the true
producer’ (grower and wine makers), rather than ‘the castle owner’, and
express ‘Terroir’ very thoroughly, Such as Rudolf Steiner created French wine
brewed by the biodynamic method.
EMW(East Meet West Fine Wine), the agent of Northern Italy Bisol winery
（Only make the famous Italian sparkling wine Prosecco）in China has sales
data to prove. Five-star hotel is a big supporter of the use of boutique winery
development at present. In the past four years, they recommended Bisol to
Intercontinental and Marriott hotel group, "Bisol in the past year, achieved
168% growth". EMW is recommended Jeio series which is one of the most
high-end products of the winery to Park Hyatt. In Park Hyatt guest rooms, one
can also find the special supply Small Jar Bisol. Try to change the "French
wine," and those who are too commercial wines dominate the present situation
of the wine list also includes Intercontinental Shanghai expo Hotel. Basilico
Italian restaurant menu design is interesting, everyone from the general
manager, food and beverage director, restaurant managers, chefs and
sommeliers, are all involved in wine tasting, and give opinions. In native
sommelier ShaJia's words, “In the industry for 10 years, it is the first time I
saw such a situation, ‘there is a wine that the general manager to ordered six
or seven times when he comes, but the price is only around CNY ￥300
Yuan.” Kelvin Zhen，a Singapore sommelier who worked in Shanghai for
many years said he can’t bear the customer who familiar with him that cheers
of Bordeaux wine. He wants to introduce the guests to other really good wine.
“Their prices are only a fraction of fine Bordeaux wine, but I promise it will
never disappoint.”
iii. Online Trade Website
Far and away, Chinese wine consumption and the market is constantly
updating, 5 star hotels to continue to assume an important role. Compared
with other catering places, hotels have more advantages. But buying wedding
wine in hotel, customers only have relatively small choice, but price and
service charge is very expensive, this is the reason why many customers
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choose to carry their own wine. Wedding customer buy wines are mostly
concentrated in the network. Yesmywine.com opened up a special wedding
wine webpage, specializing in bottled or case for unit sale wine. But, because
of lack of wine knowledge, most customers just focus on famous brands and
price. Thus, price strategy and increase brand awareness is very important in
Chinese Market.
iv. Product Position:
According to Pillitteri Estates Winery China distributing price, the retail price
for red wine starts at CNY￥128.00Yuan per bottle. On yesmywine.com
wedding wine webpage, the online sales price from CNY￥248.00Yuan per
case to CNY￥592.00Yuan case. These prices are lower than retail price from
20% to 60%. Therefore, to Pillitteri Estates Winery Chinese wedding wine
market has large profit Margin.
e. Social Media:
The method of network data catching found some China’s major social media
network usage data which have consistent characteristics with target customers:
i. Social Network Site (SNS)
Facebook is not allowed use in mainland China, but Chinese have many of
their own versions of “Facebook”. One of them is Kaixin.com. Kaixin.com is
a social networking website launched in March, 2008. In 2010, Kaixin001
ranks as the 13th most popular website in China and 67th overall according to
Alexa Internet. The number of registered users has reached 117 million①, so
far kaixin.com targets positioned in the white-collar class (Chinese in the
specific address of office staffs.)
ii. Blogging:
Sina blog owned by sina website, officially launched in 2005, is one of the
most popular blog sites in China mainland.
iii. Micro-Blogging:
In the field of Micro-blogging, the largest web portal is Sina.com②. Now,
registered Sina weibo users exceed 300 million; send more than 100 million
micro-blogs daily. As a web portal, Sina now owns China's largest
micro-blogging service platform. Since its August 28, 2009 launch, Sina has
maintained an explosive growth. Over the past year, the number of Sina’s
①
②
From ‘Who will be China’s Facebook?’, Imeigu, 2011
From ‘Sina weibo users reached 300 million’, by Wenlin Zhou, Xinhua News, 2012
13 / 25
registered users increased by 200 million, more than 16 million new
subscribers per month. In April 2012, Sina launched the new domain name
weibo.com.
iv. Online Trade Website:
In the field of online trade: the largest portal is taobao.com①, but the most
influential wine online B2C trade is yesmywine.com②. Taobao was founded in
2003③, the biggest network retail business in Asia. It has nearly 500 million
registered users, more than 60 million visitors daily. The number of daily
online commodity has more than 800 million, selling 48,000 items per minute
on average. The turnover in 2011 was CNY ￥60.08 billion. The market
share in 2010 was 70.8%. Yesmywine.com is one of the largest import wine
online trades④. By the end of 2008, yesmywine had membership 190,000, the
number of members in 2008 and 2009 grew 635.71% and 319.01%
respectively, and in March 2010 membership broke through 2 million. By the
end of April 2012, the membership had reached 5 million; among that, the
VIP high-end users reached 400,000. The turnover of 2011 was two hundred
million; the highest recorded daily sale is 70,000 bottles of red wine. The
annual sale in 2011 was higher than competitors more than 100 million⑤.
v. Deal of the day Website:
In the deal of the day website, Meituan.com is the first boutique group buying
website in China mainland, similar to Groupon. Cities such as Beijing and
Shanghai have a substation, launching ultra-low discount coupon products
daily. Until to the end of 2012, Meituan.com annual sales are ￥3.983 billion,
number one in industry⑥.
vi. Travel Portal:
Ctrip travel network is a large Chinese travel websites, founded in 1999, with
a staff of more than ten thousand. In December 2003, the company listed on
NASDAQ in the United States. The company is based in Shanghai, and has
setup branches a dozen cities controlling, more than half of China's online
From ‘China's online shopping consumer survey report 2011’, by Zhengwang Investment and Consulting, tech
Sina, 2011
②
From ‘China's imported wine market research analysis report’ 2011
③
From ‘taobao info’, baidu encyclopedia
④
From ‘yesmywine Global search market share’, Online purchase website ranking, 2011
⑤
From ‘yesmywine marketing analysis report’ 2012
⑥
From ‘Group-buying websites of 2012 group-buying industry report analysis’, 21CN science and technology,
2013
①
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travel market share. In 2010, the Company has been awarded one of the top
ten most innovative big Chinese companies in 2010 by "Fast Company".
vii. Search Engine (SE)
In the field of online search engine: According to the industry report①, until
May of 2012, Chinese local website Baidu.com had the biggest market share.
Report shows, Baidu.com occupied 77.6% market share, Google China is
second with market share 17.8%.
Google China has left China, but set up base in Hong Kong, Switch to the
Hong Kong domain name and server service for mainland users with
simplified Chinese.
viii. Review:
Dazhongdianping, founded in April 2003, is the one of largest consumer life
guide website in China, and the earliest in the world of independent
third-party consumer review site, mainly provide users with various
information lives service.
ix. Wikis：
Baidu encyclopedia is an open online encyclopedia issued by Baidu Company
on April 20, 2006. On April 21, 2008, they launched a formal version. As of
March 2013，Baidu encyclopedia has exceeded 6 million entries.
x. Mobile Chat：
Wechat similar to WhatsApp, is a mobile phone software application which
has more than three hundred million users. This is cell phone chat program
that uses the internet to rapidly send voice messages, video, images and text,
and provides support for multiple people to chat.
Findings:
Chinese and western uses of social media are quite distinct from each other.
Popular social networking sites in Canada cannot be used in China as easily due
to language barriers. An addition factors is the Chinese government's attitude
towards open media to foreign companies. But China has own Chinese social
media network. It is favorable to use the media tool to help open the new channel,
as China’s social media has a huge membership base. So advertising has wide
coverage, if the marketer can target the market and add event marketing to
①
From ‘The largest Chinese search engine market share: baidu, Google’, by Aimo, Pconline, 2012
15 / 25
increase the reputation and market acceptance, and then the next step will be to
increasing the Chinese Market share.
Recommendations and Suggestions:
The current situation in China is: based on China's huge marriageable population,
and the characteristics of these people who are the only child in the family, the
both sides of the couple’s family are willing to pay huge wedding costs to hold a
memorable wedding party; According to our primary research, high star hotel
wedding party market has great development potential. As the most developed city
in China, Shanghai could become the target city of the new channel. In this project,
the client needs to open a new wine channel in Shanghai Market and enhance
brand reputation. Therefore, the project will use social media to increased brand
awareness, product reputation and customer acceptance. Also, the Chinese market
overall market share will increase especially in the Shanghai market. But as a new
channel, the markers still face difficulties from hotel chains slow purchase system.
In the real channel development process, choosing the proper wine agent who has
a good relationship with the hotel buyer will greatly help to break the ice entering
into the new channel.
Why recommended Pillittre Estates Winery use social media interact with
customers? It is easy to understand. First of all, the social interaction itself through
gain benefits from social commerce and when used in the study of customer care
or cost savings for the enterprise to provide a direct value. In addition, the social
network can realize rapid viral preferential information and content, and the
transmission range may be more than traditional channels. All of these are made
by people trusted connection to provide support. But this is just the beginning.
Enterprise can also use the social networking platform data mining, used for brand
monitoring and deep understanding of customers, so as to promote innovation, to
improve the service, product and customer experience. In listening, analysis,
participation in the process of the evolution of the continuous, enterprise can
optimize social media plan, and continue to strengthen business ability.
a. Brand Marketing Communication Strategy:
Website Construction + Digital social media (Search engine: Key words, Micro blog
(official), Wedding website, Wine online shop Website, Hotel & travel website, QR
Code (smart phone) ) + public relations activities + database marketing
Making event marketing on SNS to increase interaction in target
First Step:
customer engagement, increase the brand awareness in public.
To combine with the network sales increase market share (Social
Second Step:
16 / 25
Third Step:
Fourth Step:
media to cooperate: key words on SE, wine knowledge on
website, Reviews reports, mobile interaction).
Cooperate with related websites, accurate database marketing.
Evaluation
b. Brand Story:
Brand story must cater to the Chinese consumer demands. First of all, due to
historical reasons in China, long history of family business basically does not
exist. But the old family business has a good image of honesty in the Chinese
mind. Second, Chinese consumers is value to the enterprise's social responsibility.
Third, the food safety is the biggest concern to the Chinese consumers. Fourth,
many large enterprise only value the economic benefit and lost the human
interest, but the human interest creates an affinity. So we must comply with these
elements to develop brand story.
Pillitteri Estates Winery itself has a very good family brand story，In the Chinese
Market, the brand story can be more focused on "love": the love between family
members, love for wine, love of the natural environment, love for the cause！
c. Event Marketing:
Design a new marketing event activity can help to reach the new channel’s
marketing needs.
Use event marketing to hold an online people search activity, the winning couple
can receive a free honey moon trip to Canada to visit Pillitteri Estates Winery
and a free wine supply for their wedding party.
The name of event:
Slogan:
Activity Rules:
Find the sweetest lovers! 寻找最甜蜜的你们！
- “Say YES！爱的就是你！
Made with pure pollution-free wine, as our pure love！
用心酿制纯净无污染的葡萄酒，一如我们纯洁的爱！
Participants upload their sweetest photo or video to
website, which couple receives the most ‘likes’ by
netizens would be the winner.
17 / 25
Evaluation
a. Advertising review:
All print ads will place company website at the bottom of the ads and used to
track customers visit, if the customer through the two URLs to access the
company website, this kind of customer is not achieved through print ads.
Plug in SMS electronic publications and regularly set a 2-3 small questions
about advertising, collecting after evaluation and improvement.
b. Digital social media evaluation:
a. According to several major social platform response profile of daily
visitors for each topic classification, divided into "active", "negative" to
"neutral" three kinds of evaluation, quantity statistics, as a reference index
of word of mouth marketing.
b. According to evaluate a few visitors to the big social platform activity,
daily visits, page views, comments and analysis of visitors to the hotel
itself, and the topic of interest, appropriately adjust the content of the
release.
c. Tracks visitors on the social platform of network behavior, look at social
networking: user retention time topic hits, next behaviour, and whether
social platform through hyperlinks visit official website; Determine the
degree of customers are interested in, the construction of the social
platform success, as well as the official web site Settings are reasonable.
c. Public relations activities/post effect evaluation:
a. Make media clippings, check the article reprinted rate, as well as to the
Pillitteri mentioned articles and reproduced, calculation quantity and
reference to the nature of the article (positive, negative, crisis, neutral) for
processing and analysis. According to the media for certain types of public
relations activities to the popularity of such activities, as well as the
influence, to decide later whether to hold such a public relations activities.
b. On all media article retains the web address, to track whether and through
such a site visit the website of the customer, and analysis the effect of
tracking website to browse.
d. Database marketing evaluation
a. Every time after send an SMS/electronic publications, track the email open
rate and success rate of service, link click-through rates and for the
company's official website browsing, residence time, open the frequency of
certain types of links.
18 / 25
b. Tracking customer feedback situation, it is prefer self-service booking
through company's official website, or by telephone booking. Through
reading electronic newsletter to booking time, such as index of indicators
to track, understand the decision making process.
e. Sales result assessment
No matter what kind of promotion we use, the goal is just increase sales. If the
sales growth were stimulate after a period of the promotion, so that
communication effective; On the other hand, may be the effect is not very good.
Reference
1. China import wine data
From ‘Imported wine bubble burst’, International Business Daily, 2013,
http://www.chinadaily.com.cn/hqcj/gjcj/2013-03-19/content_8531579.html
2. Data of China customer
From ‘The international wine market shift, China's wine imports during the first half of
price rise’, The customs information network, 2012,
http://www.haiguan.info/files/HotCare/82.aspx
3. From ‘Shanghai sixth national population census data mainly introduction’, The
Shanghai bureau of statistics, 2011, http://www.stats-sh.gov.cn/sjfb/201105/218818.html
4. Report from Shanghai wedding industry association shows, Shanghai wedding banquet
prices were up 500 percent in five years at 5 star hotel, The average price up to CNY
￥7,000 per table, to be equivalent to CAD $1,167 per table (exchange change rate: ￥1
CNY= $6 CAD).
From ‘Shanghai hotel wedding banquet prices doubled in five years’, Sina Shanghai,
2012, http://sh.sina.com.cn/news/xiaofei/2012-12-24/082026812.html
5. Report says social media popularity in Asia has overtaken the west
From ‘New Era of Social Media Casts Consumption in China’, by Mckinsey consultancy,
madbrief, 2010, http://madbrief.com/archives/1001
6. the data of sina.com
From ‘Sina weibo users reached 300 million’, by Wenlin Zhou, Xinhua News, 2012,
http://news.xinhuanet.com/tech/2012-02/29/c_122769084.htm
7. Market share of Taobao.com
19 / 25
From ‘China's online shopping consumer survey report 2011’, by Zhengwang Investment
and Consulting, tech Sina, 2011, http://tech.sina.com.cn/z/2011consumer/
8. China's imported wine market research analysis report 2011
9. Data of Taobao.com
From ‘taobao info’, baidu encyclopedia, http://baike.baidu.com/view/1590.htm
10. Data of yesmywine.com
From ‘yesmywine Global search market share’, Online purchase website ranking, 2011,
http://maijiu.shangcheng360.com/goujiu/2375.html
11. yesmywine marketing analysis report 2012
12. The first quarter of 2012 Chinese search engine market report
From ‘The largest Chinese search engine market share: baidu, Google’, by Aimo,
Pconline, 2012, http://pcedu.pconline.com.cn/softnews/yejie/1205/2772609.html
13. Data of Kaixin.com
From ‘Who will be China’s Facebook?’, Imeigu, 2011,
http://tech.163.com/11/0914/16/7DU6MO31000915BF.html
14. From ‘Group-buying websites of 2012 group-buying industry report analysis’, 21CN
science and technology, 2013, http://it.21cn.com/ec/a/2013/0116/14/20219986.shtml
15. http://www.reuters.com/article/2012/02/28/uk-accor-china-idUSLNE81R01220120228
France's Accor aims to open 100 hotels in China in 2-3 years | Reuters
16. http://www.ijie.com/meishi/01_hunlimeishi/articles/ms01_1203009.aspx
Wedding banquet wine chosen strategy
17. http://www.cio.com.cn/eyan/view/2355
Report from Mckinsey’s Consulting firm: China has the world's most large most active
social media users.
18. http://www.shedunews.com/zixun/guonei/gedi/2013/01/16/480817.html
Shanghai education news: Numbers of Chinese Internet users
19. http://www.docin.com/p-54630449.html
2009-2013 Shanghai hotel industry market research and the development strategic
analysis
20. Accor loyalty customer data
20 / 25
21. Accor english bref
22. Accor China fact sheet
23. Chinese wine market research report for 2011
24. Wine consumer reports
25. China's wine market analysis report
26. www.IGH.com
27. www.accorhotels.com
28. www.marriott.com
29. www.hilton.com
30. www.starwoodhotels.com
31. www.shangri-la.com
32. www.hyatt.com
33. www.shhqw.cn
34. Shanghai professional wedding web portal
35. Powell, Guy R.; Groves, Steven W.; Dimos, Jerry (2011). ROI of Social Media: How to
improve the return on your social marketing investment. New York: John Wiley & Sons.
ISBN 9780470827413. OCLC 0470827416
36. The Definition of Boutique Hotels - Written By: Lucienne Anhar - HVS International
37. Li, Charlene; Bernoff, Josh (2008). Groundswell: Winning in a World Transformed by
Social Technologies. Boston: Harvard Business Press. ISBN 9781422125007.
OCLC 423555651.
38. China's social media users questioned report 2012
21 / 25
39. Telephone research---Shanghai 5 star hotel
Hotel group
Brand
InterContinent
InterContinent
al
al
Crowne Plaza
Hotel name:
Shanghai Ruijin
86-21-64725222
Wedding price:
Beverage package:
per table
Incould or not
Wine type
Incould/not
Y/N
corkage
RED,PRICE
WHITE,PRICE
6388/6988/8888/10888/1
Y
N
68-Spain
68-Spain
2888
Shanghai Pudong
86-21-58356666
6388/6888
Y
200
200-300
Shanghai Expo
86-21-38581188
6288/6888/9888
Y
N
95/80
Shanghai
86-21-61458888
4888/5288/5588/5988
Y
N
150
5988/6288/6588
Y
N
200-Helansan
4988/5388/5888/6388
Y
N
18601617108
Shanghai Fudan
86-21-55529999
13601811292
Century Park Shanghai
86-21-51908888
+8882
Shanghai Pudong
86-21-58621000
4188/5888/6788
Y
N
Lake Malaren Shanghai
86-21-56590888
4188/5888/6788
Y
N
Shanghai Anting Golf
86-21-60568888
5888
N
200
120/per
120
200-Tangnaboj
ue
person
Shanghai Xiayang Lake
86-21-22130000-
4000
Y
N
6805
Hotel Indigo
Shanghai Harbour City
86-21-20339999
4288/4888/6688
Y
N
Shanghai On The Bund
86-21-33029999
6888/7888
N
300
LAX
Accor
Sofitel
Shanghai Hyland
86-21-63515888
4888/5588/6088
Y
N
Shanghai Sheshan
86-21-37618888
5888/6888/7888/8888/10
Y
200
260+15%
Shanxiyiyuan
Oriental
888
Grand
Shanghai Zhongya
86-21-63535555
4688/5288
Y
N
Mercure
Shanghai Baolong
86-21-35059666
4688/5288
Y
Can’t
domestic
bring
Shanghai Hongqiao
86-21-51533300
4588/5088/5588/6088
N
200
/13817937532
Pullman
Four Seasons
Marriott
Four Seasons
Marriott
Shanghai Skyway
Hotel Shanghai
Hotel Hongqiao
Shanghai Pudong East
Changfeng Park
86-21-33189988
86-21-6256-8888
86-21-62376000
86 21-6036 8888
86 21-22156666/
4688/5888/6888
7888/9888/10888
3999/4999/-9999
6188/6888/7888
6188/6888/7888
Y
Y
Y
Y
Y
N
N
N
200
200
22156851
Luwan
86 21-53188888/
6288/6888/7888/8888
22 / 25
Y
300
Monthly
Monthly
change
change
Monthly
Monthly
change
change
Monthly
Monthly
change
change
Monthly
Monthly
change
change
Monthly
Monthly
change
change
Monthly
Monthly
change
change
Monthly
Monthly
change
change
Monthly
Monthly
change
change
Monthly
Monthly
change
change
Monthly
Monthly
change
change
Monthly
Monthly
change
change
Monthly
Monthly
change
change
Can’t
bring
Monthly
Monthly
change
change
N
Can’t
Monthly
Monthly
change
change
N
bring
Can’t
bring
Monthly
Monthly
change
change
Can’t
bring
Monthly
Monthly
change
change
Monthly
Monthly
change
change
Monthly
Monthly
change
change
Monthly
Monthly
change
change
Monthly
Monthly
change
change
Monthly
Monthly
change
change
Monthly
Monthly
change
change
18930800425
City center
JW Marriott
Shanghai at Tomorrow
86 21-2312 9888
6288/6888/7888/8888
Y
86 21-53594969
6888/7888/8888
N
86 21-23218888
5888/6888/7888
Y
Square
Renaissance
Shanghai Yu Garden Hotel
Shanghai Pudong Hotel
Shanghai Zhongshan Park
200
Can’t
bring
86 21-2219 5888
86 21-61158888
5888/6888/7888
5888/6888/7888
Y
Y
300
300
300
Hotel
Shanghai Caohejing Hotel
Ritz-Carlton
The Portman
Shanghai Pudong
Hilton
Hilton
Shanghai Hotel
Hongqiao Hotel
DoubleTree
DoubleTree by Hilton
86 21-3325 8888
86 21 6279 8888
86 21 2020 1888
21-6248 0000
21-3323 6666
5888/6888/7888
6388/6988/8888/10888
6388/6988/8888/10888
5888
5588
Y
N
N
86-21-50504888
5888/6888/7888
N
Can’t
bring
21-6321 9888
5888/6888/7888
N
Can’t
bring
Hotel Shanghai – Pudong
Starwood
Waldorf
Waldorf Astoria Shanghai
Astoria
on the Bund
Sheraton
Sheraton Shanghai
300
21 26010088
6588/7888/8888/10888
Y
300
21 5089 9999
6888/7888
Y
300
21 6275 8888
6588/7888/8888/10888
Y
300
Hongkou Hotel
Shanghai Pudong Hotel &
Residences
Shanghai Hongqiao Hotel
Waigaoqiao Hotel
Le Meridien
Westin
21 3121 9999
4888/5888/6888
Y
300
Royal Shanghai
21 3318 9999
5288/6588/7888/8888
Y
300
She Shan Shanghai
21 5779 9999
5288/6588/7888/8888
Y
N
The Westin Bund Center
21 6335 1888
6888/8888/10888/12888
Y
300
21 2602 2222
5888/6888/7888
Y
200
Shanghai
Four Point
Shanghai Daning
Shanghai Pudong
Twelve
Twelve at Hengshan
21 5039 9999
21 33383888
5888/6888/7888
5888/6888/7888
Y
Y
200
200
Shanghai
Shangri-La
Shangri-La
Pudong Shangri-La East
21 6882 8888
6888/7888/10888
N
300
21 6169 8888
5888/6888/7888/10888
N
300
Can’t
bring
Can’t
bring
Can’t
bring
Shanghai
Kerry Hotel
Kerry Hotel Pudong
Shanghai
Hyatt
Park Hyatt
Park Hyatt Shanghai
86 21 6888 1234
6888/8888/10888
N
Andaz
Andaz Shanghai Hotel
86 21 2310 1234
6888/8888/10888
N
Grand Hyatt
Shanghai grand Hyatt
86 21 5049 1234
6888/8888/10888
N
86 21 6393 1234
6888/8888/10888
N
hotel
Shanghai Bund grand
Hyatt Hotel
23 / 25
Can’t
bring
40. China Wine Agent Contact list:
East Meet West Fine Wine
Room 202, Man Po International Business Center,
No. 660 Xin Hua Rd, Changning District, Shanghai, 200052
Tel: 8621-62824966, 62824967
Fax: 8621-6282469
Email: info@enw-wines.com
C&D Wine
23 Floor, the Bank of East Asia Finance Building, No. 66 garden
stone road, Pudong new area, Shanghai
Tel: 8621-38572188, 38572199
ASC fine wines
17F, BM Intercontinental Business Center, No.100 Yutong
Road, Shanghai, China
Tel: 021-60561999
Fax: 021-64453202 / 63277770
Nan Pu Food (Group) Co., LTD
Add：No.1300, Jiugan Road, Songjiang District, Shanghai,
Shanghai Headquarters
P.R.China
Tel：（021）61923399
Fax：（021）61923130
MKT：marketing@nanpufood.com
Brand Dept：（021）61923399 * Brand Dept
To Order：61923113 or chenlanzhen@nanpufood.com
For Service：61923127；61923111；61923112；61923115
24 / 25
41. Accor Group Statistic Summary Report – October 2011
25 / 25