In recent years, imported wine has been eyeing the unstoppable coming spike in China; however, some inexorable troubles are following on its heels, such as the market chaos, prevailing fake wine and the consequent unfair competition etc, under which circumstance, direct sale of wine may will become the brand new marketing method.
To face the relatively chaotic domestic wine market, how can consumers buy the genuine wine in a low price? And what should the imported wine dealer do to arrange the developing market share? Marketing director from Haiwei Liquor Trading Market said, “direct-sale via bonded area will become the brand new marketing method in the wine field”
From investigation, we come to know that many originally bottled wines are indirectly from Shanghai, Shenzhen, Ningbo etc by getting through levels of transfers between province-level agent, city-level agent, district-level agent and so on, in which case, the terminal price will go high with quality uncontrollable.
Under the aforesaid circumstance, the innovative business model of Haiwei Liquor trading market emerged, which integrates bonded trade, free trade and traditional trade, adopting membership management. The complete operation is to establish warehouse in bonded area for wineries (supplier member of Haiwei) and store wines into warehouse on arrival of the shipment, then get wines cleared by customs and distribute them to the franchised shops (outlets of Haiwei) nationwide to face customers directly, hereby eliminates the multi-hierarchy agency mode so as to guarantee the original quality and regress to the reasonable price, enabling consumers to buy wines with high quality at lower price.
Insiders’ analysis indicate that we should reshape the stereotyped image of wine to cater to the emerging need of young consumer group and wines will be normally seen in the relaxing environment such as afternoon tea ,small party among friends, picnicking etc. Roll-out for the soft-drink era of wine such as dry red, dry white, rose wine, fruit wine, sparkling wine etc will become a new choice for the dealers.
