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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• 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
Market Background
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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:
• Wine type/style & region
• Food & Wine matching
• Less interest in:
• Producer Information
• How the wine is made
Source: Wine Intelligence
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Case Studies
Objective:Awareness & Recognition of NZ & NZ WinesStrategy: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.
• New Zealand Trade & Enterprises • New Zealand Wine Growers
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Case Studies
Objective: Brand Recognition & AwarenessStrategy: 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.
• Villa Maria NZ
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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
• Wines of Provence• CIVP
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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.
• ASC Fine Wines
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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
• 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.
• Yao Ming Family Wines
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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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• 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.
ResultSold 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.
• South African Wine - Franschhoek• Leopard’s Leap/La Motte
Other Opportunities
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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.
• Treasury Wines
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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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