The agents of imported wine need specialization
Statistics show that market share proportion of domestic wine to imported wine in China is 9：1. However, “in Guangdong Province, where the imported wine enjoys an prosperous market, the proportion is 8:2, with the imported wine increasing gradually.” said Zhu Sixu, vice director of Guangdong Provincial Wine Management Administration.
The market of imported wine which is increasingly popular in the market has attracted numerous domestic company or businessman. But the developing orientation of any industry needs detailed division and specialization, it is even of greater importance to the imported wine industry in which the consumption is still in the guiding stage.
However, Zhuxixun said frankly, the number of imported wine agents that can operate with specialization is not large and majority of them are in the initial stage.
Current situation
With the imported wine market increasingly prosperous, a lot of domestic wine producer and businessman are eager to have to try, hoping to share the market. In recent years, new companies have been set up one after another and new business has been growing. They include the professional wine company who hopes to popularize the wine culture, the novice who realize the market potential and lacks much experience or some wine culture fans who also act as the agent
In accordance with incomplete statistics, the number of domestic companies engaging in wine import-related business totals over 1000. Half of them were established within recent 2-3 years and some are transferred from other business or has just begun to deal in wine. In their companies, there are also the problems of regional discrepancy and different level of specialization.
With the economic development in China, the improvement of people’s consumption level and the substantial reduction of duty on wine, more and more foreign wine companies begin to lay emphasis on Chinese market. But they lack understanding of the tradition, culture, market and marketing channel in China. In order to enter Chinese market, they must find a partner which can operate well in the imported wine market in China.
As a whole, although the current specialized operation level of agents is still in the initial stage, some leading enterprises, such as Jointek Fine Wines, Aussino World Wines, ASC etc have appeared. For instance, Aussino World Wines advocates “The wine expert beside you” and Jointek Fine Wines advocates “ To share the superior quality with you”.
The larger the wine companies are, the more importance they attach to the specialization of agents in the hope that the agents can maintain their brands in Chinese market. Only by continuously strengthening their own knowledge and finding the suppliers with good credit, can the wine agents find the authentic good wine.
What’s worth mentioning is that insider analyzes the franchised stores are still the major terminal marketing and their further specialized operation is the reality that some large agents will face.