Wines of Chile China sharing strategies for wine merchants
Considering the current situation, the impact of the coronavirus will mostly hit China’s first-quarter growth, and we may expect a rebound after the outbreak is contained with a rise in the activity in the Q2/Q3 of 2020.
Chance favors the prepared mind; We would like to share a couple of areas where we see opportunities, if they are approached correctly:
Closer tie with the sales chain
- Doing more events with its importer/distributor to understand their business and the market trends; meeting with different final customers to acknowledge their purchasing reasons.
- Learning regularly market trends and consumer behaviors.
- Building brand image constantly among targeted consumers, importers and distributors.
Marketing & Branding building through e-channels
- The content should be qualitative instead of quantitative. High definition and smooth broadcast will be appreciated by the audience.
- Considering the high penetration level of smart phone in China, if you want to do marketing in China, mobile should be first.
- Correctly featuring the KOLs in the live-streaming or (short) videos could attract an enormous flow of views.
- Through interactions with the audience, brands can better understand their preferences, rapidly improve the user experience, and come up with effective marketing plans quickly.
- Share on social medias (WeChat, Weibo etc.) to maximize the exposure of the brand and its products.
Challenges and opportunities of online sales
- The online business is better to be operated by the local team, who are closer to consumers, have a better grasp of local market rules, understand and speak their language, and can interpret subtle cultural cues.
- Partnering with big local E-commerce players could contribute to not only the sales, but also the brand awareness among public.
- Prepare the budget for the promotional cost such as KOL endorsement, Advertisement on the banners, key words purchasing etc.
Reference: Wine of Chile China
