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 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.

• New Zealand Trade & Enterprises • New Zealand Wine Growers

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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.

• 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.

Result

Sold 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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