Competitiveness upgrading of wine dealers
With the rapid development of Chinese wine market, a batch of wine dealers with strong competitiveness has been outstanding in the market. Generally speaking, dealers are commercial enterprises dealing in products. But now the developing trend of wine dealers has some new bright points.
Competitiveness is manifested by product choice.
Competitive wine dealers always judge whether the products are suitable or not from the point of view of market and consumers, instead of from their own point of view. They, based on their own places, choose products popular with customers and products that can quickly penetrate into end market and open the market. Yixiang in Changchun, Lanlv in Changchun, Xinjinyi in Shengyang, Dafu in Dalian and Lianhechuangzhan in Nanjing all choose such domestic famous brands as Changyu, Great Wall, Tonghua, Mogao etc. Tongfeng, Daiqishan in Shanghai and Yongyu in Hangzhou mainly deal in imported wine and Lucky Horse in Fuajing deals in both domestic and foreign wine.
They choose different wine from different places, but they share a same perception that wine is not only a commodity with use value but also has more spiritual meaning. Wine consumers always attach importance to lifestyle and health, so they prefer the healthfulness and fashion of wine. Wine marketing not only provide products to customers but also bring them spiritual satisfaction and enjoyment. Therefore, by cooperating with domestic and foreign famous enterprises, top wine dealers in China has met customers’ need at all levels, which is also the first step in exercising competitiveness.
Competitiveness is boosted by branding
With the market development, some dealers that originally dealing in others’ brand have begun to build up their own brands. After their orientation is determined, wine dealers achieve branding through readjusting business pattern, industrial chain and changing conception.
First, business conception is innovated. In business，dealers can not follow suit. These top wine dealers are generally characterized by long-term planning, constant innovative conception and active studying of modern business and management conception.
Self-established end market of Lucky Horse, chain stores of other top wine dealers and franchised stores are all different from previous middle-scale supermarkets. They pursue long-term business and international competition. These end markets have broken the old market pattern in which wine enterprises rush to seize and buy out the end market. They have also solved a long-term problem in the old pattern, namely, the waste of capital, and have saved wine circulation cost.
Secondly, wine dealers cooperate with producers to build up brands. By jointing hands with domestic and foreign wine producers, a lot of top wine dealers produce designated-brand products. This pattern of production and marketing is beneficial to establish the enterprises’ own brand and image.
The situation of Lucky Horse in Fujian is most typical. Lucky Horse in Fujian became the second largest shareholder of Beijing Dragon Seal Wine Co., Ltd in 2004. It cooperates with the biggest spirit producer in the world to develop Kalloway high-grade brandy and joins hands with the best single malt whisky producer to produce Kalloway whisky. Also, it has invested over 10,000,000 yuan to purchase a grape plantation in California of USA to carry out production.
This year, Lucky Horse has been the first Chinese Famous Brand in wine marketing, reflecting the change in role of dealers.
Thirdly, developing strategy is formulated. If wine dealers plan to take the road of branding, they must formulate the strategic goal for operation. Strategy is the orientation and goal for enterprises’ development and is the grand blueprint for operation. The strategies of nominative top 10 wine dealers are all distinctively well-guiding, far-sighted, all-around and well-planned.
Competitiveness is boosted with specialization
Of all the competitive wine dealers, specialization is their common characteristics. They use their own expertise and skills to popularize wine culture and serve customers in various ways.
For example, private wine appreciation events are held. Wine appreciation events are hosted by wine specialists, which are either foreign chateau owners or wine experts. Circulation enterprises invite them to appreciate wine of different styles and explain history and culture of wine, making customers enjoy wine culture under professional explanation.
Specialized banquets are held. They provide customized wine service for wine lovers, businessmen and celebrity. For example, they recommend different wine to cater to different guests and match different food with different wine. They provide to customers all-in-one wine service in wine selection and drinking, bottle opening, wine pouring and dishes matching.
Household wine cellars are built. Currently, family household cellar is a fashion. Restricted to expertise, house decoration companies can not meet the requirement of customers. Joining hands with famous professional designing companies, top wine dealers design and build household wine cellars for customers, provide recommendation and distribution service to meet the requirement of customers and decorate customized household cellars with wine most suitable for customers.