Market Background

January 16, 2018 | Author: Anonymous | Category: Arts & Humanities, Writing, Journalism
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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 Marketing & Social Media • Other Wine Marketing Opportunities

konradmarkham.com

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

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

Source & Type of Wine Information • For
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