How to leverage the power of Digital
Marketing and Chinese Social Media

to market your wines in China

konradmarkham.com
Agenda
• Market Background
• Case Studies - Digital Marketing & Social Media

• Suggestions – How Incorporate Digital Mark...
Market Background
• 80% of purchases are as gifts.
• Local Chinese wines - 90% volume share
• Red wines preferred
• On pre...
Market Background
• No strong earthy aromas or dominant tannins
• Food & Wine pairing
• Perceived health benefits vs. Baij...
Source & Type of Wine Information
• For <45 yrs, Internet main channel for wine info
• Sina Weibo - #1 social media platfo...
Case Studies

•New Zealand Trade & Enterprises
•New Zealand Wine Growers

Objective:
Awareness & Recognition of NZ &
NZ Wi...
Case Studies
Objective:
Brand Recognition & Awareness

Strategy:
5 Day Sina Weibo Campaign in lead
up to Valentines Day 20...
Case Studies
Objectives:
Engage female drinkers with
Provencal rose.
Promote Provence as a romantic
holiday destination.
S...
Case Studies
Objective:
Raise awareness of wine
styles/regions & ASC brands.

Strategy:
Developed a series of educational
...
Recommendations
•

The right Digital Marketing & Social Media strategy will be dependent on
your:
• Business & Sales Objec...
Recommendations
• Design Marketing activities to have an inherently social motivation
to spur broader engagement.
• Types ...
Celebrity
Endorsement

•Yao Ming Family Wines

• Brand Launch in 2011.
• Napa Crest added to range in
2013.
• Range priced...
Other Opportunities
• Exclusivity & equity sharing arrangements.
• Develop new specific brand/sub range.
• Clear & differe...
Other
Opportunities

•South African Wine - Franschhoek
•Leopard’s Leap/La Motte

• Equity Sharing Arrangements
• In 2011, ...
Other
Opportunities
• Packaging Innovation &
Exclusivity
• In 2012, released 12 bottles
only of a 2004 Cab Sauv in a
blown...
Thank you!

konradmarkham.com
Some other Wine Labels

Source: grapewallofchina.com
konradmarkham.com
Some other Wine Labels

Source: grapewallofchina.com
konradmarkham.com
Upcoming SlideShare
Loading in …5
×

China digital marketing & social media summit, oct 24, sydney 2013 Marketing wines in china, konrad markham presentation

962 views
773 views

Published on

How to leverage the power of digital marketing and Chinese social media to market your wines in China.

from www.konradmarkham.com. Case study based analyses of Digital Marketing campaigns.

Follow me on Twitter @kardy1

or find me on LinkedIn - Konrad Markham, Freelance Digital Marketer

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
962
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
11
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

China digital marketing & social media summit, oct 24, sydney 2013 Marketing wines in china, konrad markham presentation

  1. 1. How to leverage the power of Digital Marketing and Chinese Social Media to market your wines in China konradmarkham.com
  2. 2. Agenda • Market Background • Case Studies - Digital Marketing & Social Media • Suggestions – How Incorporate Digital Marketing & Social Media • Other Wine Marketing Opportunities konradmarkham.com
  3. 3. 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 konradmarkham.com
  4. 4. Market Background • 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 konradmarkham.com
  5. 5. 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: • Less interest in: • Wine type/style & region • Producer Information • Food & Wine matching • How the wine is made Source: Wine Intelligence konradmarkham.com
  6. 6. Case Studies •New Zealand Trade & Enterprises •New Zealand Wine Growers 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. konradmarkham.com
  7. 7. 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. konradmarkham.com •Villa Maria NZ
  8. 8. 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 konradmarkham.com •Wines of Provence •CIVP
  9. 9. 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. konradmarkham.com •ASC Fine Wines
  10. 10. 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. konradmarkham.com
  11. 11. 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 konradmarkham.com
  12. 12. Celebrity Endorsement •Yao Ming Family Wines • 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. konradmarkham.com
  13. 13. 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. konradmarkham.com
  14. 14. Other Opportunities •South African Wine - Franschhoek •Leopard’s Leap/La Motte • 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. konradmarkham.com 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.
  15. 15. 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. konradmarkham.com •Treasury Wines
  16. 16. Thank you! konradmarkham.com
  17. 17. Some other Wine Labels Source: grapewallofchina.com konradmarkham.com
  18. 18. Some other Wine Labels Source: grapewallofchina.com konradmarkham.com

×