How Can Chinese Agents Make Foreign Wines?

With the vigorous development of China's wine market, more and more enterprises hope to represent overseas wines.

For wine distributors, on the one hand, they want to get marginal benefits from the product mix, and on the other hand, they want to defuse the risk of eggs in the same blue chip.

For those enterprises that have not run wine, they hope to expand their business scope and seek future development in wine industry.

There are four main reasons why these enterprises hope to make wine abroad: first, because the market environment is good, the market capacity is large and the space is vast; two, consumers generally believe that foreign wines are better than domestic wines; three, the entry threshold is low and relatively well grasped; four, foreign products are inexpensive, high-end images have advantages, and low-end prices have advantages.

Therefore, more and more enterprises are making wine abroad.

But after they really did it, it was not as simple as they imagined.

So it will be found that it is not so simple, mainly because of three barriers.

The first is barriers to understanding.

After years of cultivation, Chinese consumers are much more interested in foreign wines than domestic ones. However, because consumers' ability to distinguish wines is actually weak, they do not know why, but consumers are always at a loss. The second is barriers to channels.

Several famous brands in China have segmented the market into blocks and firmly occupy the main channel of the terminal. How difficult is it for foreign products to break through this barrier?

The third is the barrier of business mode.

To make foreign wine, do you use advertising or army or navy or air force?

Or land, sea and air together?

Are you fighting for a life in a traditional channel, or are you making a difference?

Are you a chain store in the form of a specialty store, or a personalization oriented group?

These business models must be set at the very beginning.

These three barriers make foreign wine enterprises cautious, but can only say that they are still in the trial stage.

So how can Chinese agents operate foreign products?

I think there are five main aspects.

First of all, to do foreign liquor, we must publicize the culture and culture of the producing area.

We should pay special attention to the culture of small production areas under the culture of large production areas.

The culture of the producing area is different, and the characteristics and styles of the products are different, so we must guide the consumers.

In the field of enterprise culture, we should pay special attention to the help of cultural precipitation.

Some foreign enterprises may have decades or centuries of historical and cultural sedimentation. These are all your wealth and must be used. Second, we must find out the unique selling points of the brand.

This selling point can not be found from the conventional product attributes. We must dig deeper and have the uniqueness.

Every enterprise and every brand must have its own uniqueness, and these "selling points" may be hidden. You need to have a unique eye. Third, we should clearly target consumers and convey consumer values.

Don't be vague about the consumer's setting. Maybe your brand and your product's target consumers are very broad, but you must find out who the core consumers are.

It is very important to sell it to anyone.

This consumption value must be the reason for consumers to buy; the fourth is to know what they want, that is, the real purpose of your foreign wine.

Products with complementary channels have products that maximize marginal benefits, products that simply run for profit, and products that want to make long-term brands.

You must first clarify what you want, then pick up the medicine according to your illness; fifth, establish a business model that suits you.

Business models are not good or bad in essence, but the most important thing is whether they are suitable or not.

The sale of every bottle of wine is not sold by anyone, but is sold by a system or system, so the sales system set by the business mode is quite critical.