Ways for vintners of small and medium-sized enterprises to promote imported wines

The vintner who is the agent of Italian wine told me that few consumers were interested in his wines. He saw a domestic wine’s plan in my blog and made a new plan by imitating it. It’s unreasonable. The domestic wine is a conformity marketing mode of big channel, large spread and large corps. However, he just invested several hundred thousand of funds, so how did he operate it? According to his cost system, I saw that the cost was high and the price of wines couldn’t be dear which leaded to gain little profits. The hotels prefer to sell domestic wines, but they still sell some imported wines because they don’t like to lose faces.

In fact, lots of Chinese vintners of small and medium-sized enterprises have obstacles on how to promote imported wines. The biggest problem for vintners is the channel profit pattern. I suggest that Chinese vintners should surpass the traditional pattern and made the marketing stratagem according to the characters of imported wines and the demand of consumers.

The characteristics of imported wines are good quality and have distinct regional cultural identity and high price but low cognition because of different language, limited products of single variety. The foreign vintners are not in China and they can’t control the market directly. On the other hand, although domestic wine’s quality is not so good, they can gain more profits. So the terminal sellers prefer it. Therefore, the traditional way is not suitable for imported wines. Vintners of imported wine should make full use of its advantages by these aspects, including culture, wine-tasting events, circles, social position, foreign chateaux tourism, collecting wines in cellars, internet, ect..

Vintners should follow up consumers’ demand and made market promotion mode according to consumers’ life forms. Vintners of imported wines, have you researched for your consumers? What promotion methods will you use according to your consumers? Internet is changing people’s lives and it’s the characteristic of the era. Do you think about this and take advantage of it?

Therefore, in my opinion, vintners of imported wines should get the main points of promotion:

First, "Face" consumption. You should pay plenty of attentions to these aspects: tone, taste, individuation and hold wine-tasting events and parties. Your clients will be proud because they feel they are larruping.

Second, rational consumption and professional. You should give more times to clients to think about and teach them the wine culture so that they can talk about wines with friends.

Third, sense of security and circles. Wine is considered to be liquor. Security is the most important thing. If consumers believe you, they will trust in your products. So it’s the most effective way for you to establish circles (For example, clubs) by holding wine-tasting events. Circles will bring you the opportunities of purchasing by groups.

Fourth, in virtue of modern internet techniques. Internet will overtake other medium to be the mainstream and improve the traditional marketing by integrating internet and marketing. Blog will be the powerful weapon for wine marketing because of imported wines’ culture and diversity.

Fifth, hotels, Western-style food hotel and night clubs are assistant channels of small and medium-sized enterprises. You should choose some of them to enter but not rely on it mostly.

Sixth, the stretch of products’ diversity. You can sell lots of things besides wines, such as dinner service, individual customize service, packing boxes, member cards, wine tools, wine magazines, ect..

P.S. The vintners do not include those who bottle wines in China and label other brands’ logos.