Konrad MarkhamDigital Marketing Expert for the

Fast Moving Consumer Goods Industry

Integrated Marketing and the

Chinese Wine Industry

Chinese IdeologyLacking wine knowledge and

looking for guidance and education – thirst for

knowledge to save face

Western IdeologyWine knowledge passed on

from one generation to another

• Internet is the main channel

• Social Media emerging as a new source of information

Source & Type of Wine Information

Don’t clutter your webpage with information

Preference for short text in Mandarin with images and videosWant information on food and wine matching and wine type/style and regionInformation on how the wine is made and the producer is not relevant

• 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.

Recommendations

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