uggs on sale Imported wines should

Imported wines should be aware that current market problems, waiting for the market is mature period, through strategic focus, the control channel, brand building, directional spread, in the survival and development.
Zhang years of living in France, master of wine culture, and foreign wine markets will understand. In 2009, he took more than a dozen carefully selected French wine and 50 million capital return to his hometown of Shanghai, the Nuggets into the wine industry. He chose a wine AOC-class brand to operate as the main supermarkets into the restaurant into the advertising done, tastings are open, but less than two years, tens of millions of money gone, sold extremely bleak, the entire container product pressure in the warehouse. Zhang confused: the imported wine in China how is it so hard to sell?
This is not a case. In recent years, China's wine industry is growing, wine imports increased rapidly, some importers began to try the stronger the brand operation, hoping to create a regional and even national brands, however, is disappointing, very few successful operation, many traders are facing serious losses. Proud of his wine at the crossroads: the operation of the wine brand, in the end can not do, how to do?
Pulse of the market
Brand management, we must first consider the industry background and market environment. One step ahead of death, half a step ahead of Health, a clear understanding of the objective environment, the pace go far too fast, the result when the martyrs. Imported wine brand development strategy to be developed, need to recognize that the current domestic market issues:
First, the market capacity is still small, the competition is very fierce
In 2010, China's per capita wine consumption is only 0.9 liters, of which only less than 20% of imported wine. However, such a small market size, but do not stop the crush investor enthusiasm for wine, and most of them have to do dream of the brand. From 2008 to the end of 2010, only wine merchants of Wenzhou City, a registered trademark 1045. Degree of competition in the wine industry has no less than white wine and beverages.
Second, the wine is not brand ownership, pre-investment in risky sexual
Lack of market capacity, so the brand can not hope to quickly return to this, but even made a "first loss a few years and then make money" plan, winemakers will face a headache: the import of wine and domestic wine industry chain of different imported wine brands owned by foreign wineries (wineries) All domestic agents is difficult to buy, while imported wine sales channels are very scattered, wine can not, as liquor dealers, as firmly in control of a regional market mainstream distribution channels and terminals. If neither the ownership of the brand, but not "rely on channels to enable manufacturers to" strength, can not help but worry about the brand owners' Xiemoshalv "as well.
Expect to pay for name brands and wineries seem unrealistic. First, the foreign traders do not believe that China's wine market has entered an age of branding, they are also waiting to see wait. Second, the export of China's major wine producing countries, wine industry concentration is not high, mostly small independent wineries, financial strength and operational level is limited. For example, in France, the top three wine industry market share is still less than 10%, in Italy, this proportion is only 15%. Third, the lack of foreign traders, "Chinese-style marketing" ideas, they tend to believe that as long as their product is good, consumers will be able to win. I once asked a French Beaujolais well-known wine producing areas of the suzerain: "How do you intend to market in China to promote their products?" And he confidently answered saying: "Our quality is very good."
Third, the brand image is difficult to create: the brand's core values ??is not easy to extract
Do the brand in a competitive environment, we must extract the strong core values, which shape to meet the target consumer group's brand image. If the target group is too narrow and unable to support the profitability of business needs, business capital chain will be broken sooner or later, the brand operation will inevitably fail.
Due to lack of their own culture and history of wine, Chinese wine consumption has not been the mainstream form. If wine is to drink in the face in the political business dinner, beer is the drink at a friend's party in bold, then the consumption of wine form what is mainstream? Romantic and mood? Taste and elegance? Health and beauty? Or simply that white wine substitute? Admittedly, these forms of consumption exist, but are not mainstream. There is no mainstream consumption patterns, brand value is difficult to extract. Some traders try to wine and cultural point of view from the West to tap the brand value, but the fact is, not to mention ordinary consumers do not understand, is to understand that wine consumers, their knowledge is uneven, some areas identified, Some recognize the year, and some recognized grape varieties, and some considered the statutory classification. No matter the angle from which to look for appeals to resonate only "crowd to understand wine" part is a small minority among the minority. I ask, Which wine industry really find the brand's core values? Do not you see the Great Wall of wine every day, super busy doing promotions and buy hotel? Have you noticed that consumers buy at the mall when Changyu Cabernet, does not even know, "Cabernet" and other red What's the difference? Than domestic companies do not culture, but they could not speak and consumer culture.
Fourth, branding ineffective: the mass media is too costly and too niche to promote efficiency
Dissemination of promotion, pay attention to accurate delivery, talk about cost per thousand, but as a niche wine, imported wine fragmentation of the target consumer group. Perhaps, their educational level is relatively high, perhaps, most of them are in offices, departments and units where, However, the low population density determines the consumption in China, most of the city, it is difficult to find a cost-effective means of mass communication. After trying a variety of promotional methods, the traders have found that wine tasting or organization, to engage in membership marketing, to participate in the wine show more cost-effective. Although these methods are effective, but only for this minority group of wine lovers, doomed by one train can do, slow development, far less than the speed of operation of the brand needs. Can be summed up: too expensive mass media, a small minority of transmission is too low.
Fifth, you can not learn from success stories
Imitation is the easiest way to success. However, China's imports of wine but can not find examples to learn from. Western market and wine culture, unlike China, copy their marketing model inevitably acclimatized. The path to the success of home-made wine, the same can not be imitated. Homemade wine for the mass consumer groups, through firm control of the traditional channels to cultivate consumers, creating brand awareness. Imported wine never have the channel edge, if made into wine and traditional channels to fight, no different from breaks against.
Perhaps you say, Custer and Rafi is not successful? In fact, Custer's success, largely due to its potential for Zhang Yujiang channels grafting, is a mature industry chain, Zhang Yuli with a channel-driven brand of success, not Custer's own brand of success of the operation . For Rafi, the French village of the first five names, the world's top wineries, like LV, Rolls Royce, as in China's success is inseparable from the top international luxury lineage. These two brands of success, although it is worth learning place, but not with replicability.
Remedy
Looking at the big, imported wines, the brand you want to achieve through the rapid expansion of high input, premature. Otherwise, the large foreign Wine Group will not be chanted promising Chinese market, while on hold waiting for an opportunity. However, not pessimistic, wine consumption in China in recent years, the average annual growth rate of more than 20% increase in imports of wine which is more than 40%. In some big cities such as Shanghai, Guangzhou, Shenzhen, rapid development, especially of wine, has now epidemic trends. Mainland also have this potential, but will take some time. The author concluded that the mainstream wine consumption patterns, may be in the next 3 to 5 years gradually formed. Then, at the coastal cities and developed cities in the Mainland, to brand imported wines will age.
However, even the right time, not sit and wait and competent. Wine industry's future must be brand of the world,ugg boots, the agents want bigger and stronger, not open around the road of the brand. Want to do the brand, it is necessary before the rush began to form in the pattern of deployment of the brand, ahead of the competitors before the start of action to seize the first to cultivate the core consumer groups.
So, at this stage should you do?
Traders do the brand, we must accumulate power from now on,uggs outlet, poised and hair. The current focus should be to channel construction, with consumer groups to expand and markets mature, and gradually increase the investment in branding efforts. Specifically, in order to focus corporate resources, to seize the core channel, to grasp the trends, target groups.
Strategically speaking, must be clear that to build the brand, and gradually focus its marketing resources
The first step to do the brand, from their own agents among the many wineries