The Transformation of Imported Wines Market
In recent years, many large enterprises dealing with wines are starting to transform the marketing channels from traditional official business occasions to mass consumption market and from high-grade catering area into daily consumption. They gradually launch series of products about or less than 100 Yuan and even introduce some special products for the young consumer. All these new launched products have high competitive price and are not packed as complex as previous ones. As for the interaction with consumers, these enterprises begin to invite consumers to wine tasting parties or wine tourism instead of negatively waiting for the business opportunities.
Besides, the radical changes are also taking place in the respects f shortening marketing channels and adjusting the percentage of medium and entry wines. For example, transform from the three traditional channels of catering industry, supermarkets and night bar into individual consumption channels of ecommerce, clubs and memberships. Regarding the relation between enterprises and dealers, enterprises have changed the traditional penetration mode of products and are becoming more cautious when selecting agents. The enterprises will divide the varieties from the brands and separate e-retailers from offline dealers so as to ensure their interests. In this way, there are no conflicts between traditional and new marketing channels with online & offline’s harmonious co-development.
In recent years, domestic wine takes up less and less market share. Currently, numerous e-retailers and entity stores begin to try O2O business mode. Since the normal operation in 2009, Haiwei Liquor Trading Market has always uphold integrity management, reduces the circulation links at maximum, makes sure the safety of food & liquors and market price’s rational return, secure the right of dealers & consumers as well as realize the purpose of “Haiwei let Chinese people drink genuine wines” .
After the market layouts in Shantou, Qingdao, Ningbo and Haikou bonded areas, Haiwei has changed the transaction places and integrated bonded trade, free trade with traditional trade by the pilot innovative trading model. Haiwei carries out the chain operations in free trade zones and sets up one direct distributor in each county/district all over China. With the legal customs clearance, global wines will be directly distributed to direct distributors nationwide for consumers’ purchase. Haiwei Online Mall is also put into service, including O2O direct-purchasing part, cross-border purchase part and collection & investment part. All the wines displayed in O2O part are bottled in global estates (international producers as Haiwei’s supplier members) and delivered to bonded constant temperature warehouse of Haiwei Liquor Trading Market. After legal customs clearance and inspection, the international wines are directly distributed to direct distributors nationwide. In spite of making sure global wines’ safety, legitimacy, direct sale and high competitive prices, Haiwei can provide the priority of customs clearance, temperature controlled warehouse and keep the wines’ original quality. Domestic consumers can get wines from direct distributors nationwide and also make order from Haiwei online mall. The direct distributors nearest the ordered consumers’ address will be responsible for goods delivery and after-sale services as well as ensure consumers’ right.
Market transformation promotes the relation between manufacture and consumption, further reduces manufacturers’ marketing cost, improves consumers’ consumption experience and further satisfies the marketing demands of global producers. Haiwei has made a breakthrough development in the respects of supply chain management, food safety management, consumption & purchasing experience management and business mode, which make the wine trading links more direct and more efficient.
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