With the flourish of Chinese wine market, more and more Chinese enterprises hope to be the agents for foreign wines. For wine agents, on the one hand, they hope to gain benefits from wine market, on the other hand, they hope to minimize the risk for wine importing and exporting. For the enterprises without experiences of wine management, they hope to expand their business scope and lay the foundation for future development in wine industry.

There are four reasons for enterprises who want to be the agents of imported wine:

First, the market environment is good. It's large in capability, with a broad space. Second, a lot of wine consumers consider that foreign wines are better than domestic wines. Third, it's easy for them to enter the wine market and also easy to control. Fourth, foreign products are both good and cheap. Top-grade products have the advantage of image and low-end wine has the advantage of price.

Therefore, more and more wine enterprises deal with foreign wines. But, after they did it, they found it was not easy as what they thought... There are three reasons.

Knowledge of how to choose wine. With many years' cultivation, although Chinese consumers prefer foreign wine to domestic wine, their distinguished ability for wine is still poor

Marketing channel. The well-known wines were filled in the wine market and they have good marketing channels, so it's difficult for new foreign wines to create new marketing channels.

Management pattern. Using which patterns for selling imported wine, in traditional channel or exploiting new channel; in the pattern of monopoly shop or chain management; or in individuation, they should decide the management pattern at the very start.

How should Chinese wine agents to deal in the overseas wines? In my opinion, they should do from five aspects:

First, Chinese wine agents should publicize the culture of production regions and corporations. Different culture and styles determine different styles and characteristics of products. They should guide consumers. And they should also pay more attention to enterprises' cultural precipitation. These are your wealth. You can make good use of them.

Second, they should find and show the key selling point of foreign wines from their attribute. The key selling point should be special. If it's different from other productions', that would be best. The key selling point may be under cover. You must penetrate the attribute of the productions.

Third, they should set a definite consumers target and transmit them the consuming values. It should not illegible for the definition. Maybe their consumer targets are broad, but they should confirm who their significant consumers are. And these consuming values should become the purchasing reasons for consumers.

Fourth, they should know the reason that why they sell imported wine. Some enterprises gain the maximum benefits from the marketing channel and some want to build a long-term brand. So, enterprises should confirm their aims and choose the market strategy.

Fifth, they should build their own management patterns which should fit to themselves. The most important thing for management patterns is whether they fit to themselves. One bottle of wine is not sold by one person. It's sold by a system. So, it's significant to set the marketing system.