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

1. How to leverage the power of Digital
Marketing and Chinese Social Media
to market your wines in China
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2. Agenda
• Market Background
• Case Studies - Digital Marketing & Social Media
• Suggestions – How Incorporate Digital Marketing & Social Media
• Other Wine Marketing Opportunities
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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
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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
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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
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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.
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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.
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•Villa Maria NZ

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
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•Wines of Provence
•CIVP

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.
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•ASC Fine Wines

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.
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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
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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.
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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.
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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.
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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. 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.
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•Treasury Wines

16. Thank you!
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17. Some other Wine Labels
Source: grapewallofchina.com
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18. Some other Wine Labels
Source: grapewallofchina.com
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