Why domestic importers are unwilling to brand
Lack of agency brand intellectual property fears to do wedding work for others
According to a survey by the Beijing Commercial Daily reporter, the level of branding of imported wines in the country is low, and there are few imported wine brands that are well known to the general public, such as Cassella, Penfolds, and Jaccas, and consumers recognize the imported wine brands. Degree difference. At the same time, importers do not have control over the intellectual property rights of imported wine brands. They are concerned that brands are being shared by resources and that countless imported wine brands have come to the Chinese market. There is very little benign operation. This will inevitably result in the lack of domestic imported wine brands.
Lots of brands
Little is known
A survey conducted by the Beijing Commercial Daily reporter found that compared with the large number of wine brands imported into the country each year, there are few brands that have been recognized by mass consumers.
According to industry sources, currently there are about 10,000 growers in the Bordeaux region of France, more than 700 wineries and more than 10,000 wine labels. In a sense, the wine label name represents a wine brand. Just one Bordeaux region has such a large number of wine brands, so the number of wine brands imported into China is countless, but the actual situation is worrying and can really be There are few brands of imported wines familiar to domestic wine consumers.
A person in charge of a large commercial supermarket in Beijing told a reporter from Beijing Business Daily that there are many varieties of imported wine. After many years of marketing, there are indeed many brands that are familiar to people, such as Dorothy, Penfolds, and Jeskas. After all, there are still too few imported brands that can be recognized by the domestic wine public.
According to a visit by a Beijing Business Daily reporter, many ordinary supermarkets selling imported wines and imported food supermarkets have a vague brand of wine. In addition to several well-known brands, the rest are difficult to identify due to the complicated Chinese translation.
According to Yao Shangyong, European Union Master of International Wine and the manager of business development at South Africa's Good Hope Horizon Estate in China, the difference in Chinese and Western language and culture is an important reason why imported wine brands are difficult to identify and familiar with domestic consumers. In his view, countries that use English as their official language produce brands whose wines are relatively easy to translate. The names of wineries such as French and Italian estates or wineries are difficult to identify after translation.
Importers difficult to push the brand
Fear to do wedding dress for others
In recent years, as imported wines have poured into the domestic market, many imported liquor agents and distributors have emerged. Under normal circumstances, an overseas winery brand will be represented by more than one agent or even several agents in China. It is difficult for domestic agents to package, promote, and promote the agency brand.
A person in charge of a Xiamen company that has been engaged in import and export trade all the time tells the Beijing Commercial Daily that the reason why domestic imported wine agents do not pay attention to brand building is not that they do not want to do a good job in the brands of their wines. The reason is that often foreign wineries and their own signing contract, whether it will be renewed next, which makes domestic agents a headache, Zhang Yu and Caster's "divide" is a typical case of this cooperation failure.
Wang Zuming, Secretary-General of the China Wine Association's Wine Branch, believes that domestic imported liquor agents generally do not spend too much energy and financial resources to promote the wine brands they represent. They often earn short-lived profits, making it difficult to sustain consumers for a long time. A particular winery or brand is favored.
In addition, there are wine industry analysts, in fact, imported wine agents are also tangled, because the lack of brand intellectual property, but also can not guarantee the continuity of the winery and its cooperation, but for fear of other agents or later and the winery to do marriage clothes.
Brand Building
Success or failure is difficult to measure
According to a survey conducted by the Beijing Commercial Daily reporter, imported wines that are well-established in brand building will generally seek domestic large-scale imported wine merchants or agents to cooperate in order to achieve a win-win situation.
For example, French Lafite Winery and Australian Penfolds Winery have been cooperating with ASC. In these years, the brand operations in China have been very successful, and they all have one thing in common. They are big names, big names, strong alliances, and focus on channels.
Li Xinxin, a well-known wine marketing expert, believes that in the past, imported wine agents paid more attention to the role of channels, and the branding of imported wines in the future will become a development trend, which will inevitably drive liquor dealers to find new ways. It is very likely that liquor e-commerce companies will make great efforts in the promotion of imported wine brands and use the Internet as an advocacy channel. Imported wine agents and distributors will also place some thoughts on their own brands.
According to industry insiders, there is still a long way to go in terms of the branding of domestic imported wines. For a long period of time, the domestic market will still be dominated by domestic wines and brand building of imported wine will be difficult. At the same time, most of the traditional imported wine merchants do not have enough viscosity for the brand, and they are easy to change.
In addition, the consumer's awareness, whether the market is mature enough, and the brand's own operations are all criteria to measure the success of imported wine brands, and the factors involved are complex and diverse. It is difficult to define whether the promotion is successful. After all, the brand's popularity and reputation are just a glimpse of sales and sales. These do not mean everything. It is often the case that you make a good deed.
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