How to export wine to China as an Australian Boutique Winery
Today’s guest article was written by Kellie Rose, she is Marketing Manager at Longfellows Group a wine export management company based in Melbourne Victoria. Her report tells us about the dos and don’ts when exporting to China, the country only recently joined the ranks of Top Ten wine drinking countries.
Tasting Australian Wine
Every week we have requests from small wine producers whom have decided that they want to sell their wine to the rest of the world. This has either stemmed from a want and or need to see their brand globally or from tourists whom have visited the cellar door or tasted the producers wine in a restaurant whilst on holiday and subsequently have written an email requesting where they can they buy your wine?
Not every winery is going to be suitable for the export wine market. At present the place to be seen is China. Chinese distributors are seeking low price point wines with interesting and beautifully presented packaging. The Chinese I have spoken to see Australia as a ‘fresh, new, clean and green place’. Can your Label and bottle project this? China is still considered to be an emerging market for wine imports, but the emerging new rich generation is driving the economy in China and this generation is heavily influenced by foreign countries.
China in general has three rules when it comes to getting your wine into the marketplace, I call them the ‘PAV’ Effect;
1. Price
2. Appearance
3. Volume
China is an emerging wine culture hot spot and everyone is jostling for a spot on the starting line. For a boutique producer this may not be your market as the ‘PAV’ effect could just end up hurting your bottom line – If you are looking for global recognition to your brand in particular the China market place then hence the price, its got to be good booze at the lowest possible price – you must be able to consistently provide the same wine in the same volumes container after container and your wine has to be beautifully presented we are talking great label, best bottle and nicest possible closure.
The emerging Chinese wine drinker is young, hip and socially aware in China this generation has the most disposable income, loves to impress their friends and family and will buy luxury items simply to impress, He or She is a market follower not a market leader.
China’s wine culture is still emerging, and careful relationship management with your Chinese colleagues is essential for success, and this is where some small producers can come unstuck. It is essential you have a good export manager in place to screen requests and to investigate thoroughly any potential importers or distributors.
All in all for some boutique producers it may be best not to seek the global market; essentially global marketing could end up costing your pocket and your brand.
Thank you Kellie for this post – we found it really interesting and we are sure, that our readers on downunderwines will enjoy it too.
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Unser heutiger Gastbeitrag stammt von Kellie Rose, Marketing Assistentin bei der Longfellows Group in Melbourne, Viktoria. Der Beitrag handelt von den Aufgaben beim Export nach China, bei Nichtbeachtung dieser Punkte kann eine kleinere bis mittelgrosse Winery schnell sehr viel Geld verlieren und ihre eigene Marke beschaedigen.
Viel Spass bei der Lektuere,
Anabel
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Comments
Hi, I really enjoyed this article, thanks for giving us these insights as we are currently trying to understand how to promote our wines to Asia.
Kindest regards
Sam Taylors
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