At present, there are few Chinese who really know wine. So, it is very important to improve products’ fame and popularity. We can’t depend products’ quality and good cost performance to promote them alone. As for the middle and small companies, it is very difficult for them to improve their brands’ image and popularity. In order to improve your brand image, we give you following suggestions. Firstly, it is very important to let consumers know the origin country. We can often listen to this kind of sentences, “ Do America, South Africa, Argentina, New Zealand also produce wine?” and “ Wine from Bordeaux, France is the best!”, and so on. We can see that the national effect is so important. Only does the country own a good fame of producing high quality wine, wines from that country can sell well abroad.

At present, there are many varieties of wine from many foreign countries. But only France and Australia has gotten a good popularity by domestic consumers. We can see the main reason is that the enterprises only pay attention to the own products’ promotion and have neglected to introduce the wine industry history and advantages of their own country. The self-propaganda owns low credit in domestic consumers’ eyes. With the narrow area of promotion, they can’t make their national brands famous in China at all. By contrary, those of France and Australia do well in this aspect. Propagandas are jointly organized by their own professional institutions here, such as SOPEXA and The Australian Trade Commission (Austrade). They communicate and cooperate with Chinese media to promote their own wines by compiling relative materials on their country and wine industry history and organizing all kinds of activities in schedule. This kind of propaganda can own high credit and large effects during domestic consumers. Apparently, it is much more efficient than that the enterprises do respectively. With the low costs and high efficiency, it makes domestic consumers recognize French and Australian wines are good wine in a short period. Meanwhile, it is also very useful for the wine promotion of their own country. So, we advise all other foreign wineries to learn from France and Australia to promote your wines in organization.