Goods in China gradually mellow wine _1733

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Goods in China gradually mellow wine

now more influential in the Mainland brand, Remy Martin maintained the title of one brand of wine; Chivas Regal, Martell, Hennessy, Royal Salute, Johnnie Walker and other brands to catch up, have moved into the brand the first phalanx; and Bacardi, and Matisse's, Jack Daniels, Absolute Vodka, Ballantine, agave and other potential of the brand is ready to go, tried to seek the position of leading brands.

on the consumer level, China's wine market is showing a trend of four changes: the consumer market by the economically developed coastal areas such as Shenzhen, Guangzhou, Shanghai, Beijing and other cities in the mainland city of extension or two classes; consumption pathways in addition to the original hotel, now more and more widely into the bar, KTV, night clubs and other entertainment as well as supermarkets, hypermarkets and other mass channels; consumer groups by foreigners, Hong Kong and Taiwan, government officials and entrepreneurs to expand into new The white-collar workers and the pursuit of fashionable young generation, aged 25 to 45 years old, male-dominated; of wine consumption tended to rational state of mind and personality, if 10 years ago, drinking wine is fashionable to drink to anyone, then at this stage of the consumers more because of the wine culture, identity, hoping to realize the cultural connotation and stylish wine, elegant style.

market environment and consumer characteristics for the change, how to promote their brands in China for more of the market? The wine brands need to changes in market conditions,

Remy: experience the luxury

by Remy Martin believes that more and more of global consumption tends to spiritual environment, those gold and silver jewelry, traditional delicacies of luxury represented by the minds of the people further away. People today are advocating a new definition of luxury - the core self, self-created personal experiential luxury. As a result, this creative and unique experience of attitude, the attitude to enjoy in the Remy Martin in the recent campaign to be the perfect embodiment. Remy Martin hopes to spread this way to redefine their brand image, making it a very contemporary luxury brand more.

2004 年 5 months, Remy Martin in Shanghai, Beijing and Shenzhen, held a grand and unique, all the different sensory experiences. Those who participate in the activities of the staff, into the active site must be blindfolded, and then all the way through the 10, 20, 30, Remy Martin and other products, there are a variety of raw materials, participants need to use the nose, with Remy Martin to the quality of the mind feelings. Guests participated with great interest, Remy Martin brings a new taste of the sensory impact.
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other top brands in the Remy Martin Louis XIII promotion , also use this experience marketing the same way. For Chinese entrepreneurs, celebrities and other successful people, Louis XIII has held top-level wine tasting, guests experience to be present to Louis XIII

brandy tasting is an art of behavior, Remy brings to each participant's unique personal experience, has won high praise people. Because of this concern on consumer perception and grasp, so sit tight in the Chinese high-end cognac Remy Martin has been the top spot in the market, and accounted for 20% market share. Rui Yang Bo wine gradually management product line manager in the mellow in the country.

Chivas: seize the young

Business Pernod Ricard Group's core brands, Chivas Regal is gradually entering the Chinese people's lives. Now, Chivas Mainland China has become the most popular whiskey brand, its market growth rate far beyond the Remy Martin, Hennessy cognac and other whiskey brands and similar brands.

successful Chivas made in China due to its large number of marketing and promotional activities. Currently, Chivas sales in the Chinese market has Chivas Regal 12 years and 18 years two, its main sales channel is the bars and supermarkets, while the bar is relatively more important. Because the Chinese people like to choose a few friends, good atmosphere, side bars or KTV alcohol side chat, Chivas took the night locked in the main battle field, the target consumer group located in the pursuit of fashion quality of life of 25 to 34 years young crowd. Chivas attaches great importance to young, fashion nurturing a new generation of audiences, Chivas Brothers,[link widoczny dla zalogowanych], Peter Pulin Te, vice president of Asia Pacific, said: fashion shows to promote products. In order for young people to try our spirits, we also advised them to add ice cubes in the wine, fruit juice, etc. seasonings to suit the changing tastes of young people to meet their innovative spirit. Vasco has even opened a north gate Beijinggongti concept of bars, bar hire famous Korean FLAIR care management group, the South Korean resident flair bartender nightly show. All this is to train young whiskey enthusiasts, making them a potential loyal customer.

Chivas now has become a highly respected young objects. In the northwest and southwest sub-developed areas, Chivas annual sales of about 150 million bottles, retail sales of 5 million yuan. In 2005, Hangzhou, a nightclub on sales of Chivas refresh single record store sales, rushed to the more than 9,000 bottles.

Absolut Vodka: Creative China

Internationally, the Absolut Vodka advertising and marketing award-winning, it continues to adopt innovative and elegant and humorous interpretation of the brand the way Core values: pure, simple and perfect. Person in charge of absolute vodka, and their goal is not the world's largest brand, nor is it the most money, but the most attractive. Absolut Vodka is the image of the expression of an attitude to life and lifestyle. People who enjoy this wine should be active smart, humor, style, elegance, good friends, fashion, relaxed and happy. To this end, Absolut Vodka to promote the penetration of its marketing to a variety of visual arts which, like fashion, music, art and so on.

came to China, absolute vodka continues its usual mode of transmission of a unique culture, and cleverly integrated into the Chinese elements, to close to mainland consumers. During the Chinese New Year 2005, Absolut Vodka launched called

activities will be China's Absolut vodka to the cultural implications of this unique integration into it since 1980, has been used in the U.S. to bottle the core of the series of visual advertising. Absolute Vodka bottle printed on When readers read the ads turn the title, you can see the Not only It is particularly worth mentioning is that the target audience in order to better interact, the absolute V also built up to 5 meters outdoor rotating light box, screen print advertising is the main screen, under one iconic ABSOLUT VODKA bottle-shaped hole passers-by can put their hands in, infrared sensor, the light box 180-degree rotation occurs completely flip the screen, that is

spread through a series of localization, absolute vodka the most important holiday in China, where all the Chinese and overseas Chinese sent a heartfelt blessing, but also greatly enhance its own brand affinity and influence .

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Remy cooking wine touch, smell, taste the five senses to experience. Such things as wine, customers can enhance the sensory experience of the product, brand awareness and memory, increase the customer's word of mouth publicity, this immersive experience of any other promotional media can not match. Remy Martin's experience in marketing, by Chinese customers to experience the good quality products to meet the personal desires and to recognize the superiority and uniqueness of the brand. The Remy Martin also made the luxury of their own image-oriented culture has been constantly deepened.

Absolute Vodka How to integrate into the Chinese culture, without losing their own personality, many wine brands have been considering. ABSOLUT VODKA is the promotional activities in China, this international brand-specific By skillfully Chinese elements consistent with their own docking mode of transmission, absolute vodka and China successfully achieved customer interaction.

Chivas huge. Leading the fashion trend, focus on emotional communication is Chivas important feature of the brand. It advocates an exciting way of life compared with China's emerging class feeling very fit, and thus establish a cool image. With the precision of the brand positioning and adequate marketing activities, Chivas stand proudly in the wine market.

from Remy Martin, Chivas Regal, Absolut Vodka marketing campaign, we can easily see that these companies are marketing to brand building as the core, focusing on image display, and ultimately to create a market pull. While branding, communication cut angle is different, but the footing is the same, that is consumer demand. This is also the wine in the Second Crusade in order to win the ultimate fundamental.