Online Marketing of Wedding Wine Booms in Shanghai

On March 14th, at the 2009 China (Shanghai) International Wine Exposition, an online marketing platform for imported wine named Yesmywine becomes the bright spot.

  It is known that daily sales volume of wine on the online marketing platform Yesmywine has been the largest among all imported wine of B2C marketing mode. Since June, 2008, its registered membership in Shanghai alone has reached 250,000.

The number of such online marketing platforms as Yesmywine is increasing, for example, winekee.com etc. Their members will receive a products catalogue each month. In order to promote wine and popularize wine culture, winekee.com organizes members to participate in activities each month.

 This marketing mode is quite popular with consumers, in particular, young consumers. They accept both online marketing mode and wine to some extent.
 The wine list of Yesmywine shows that they supply diversified wedding wine at more preferential price.

The winekee.com will launch wedding wine each month and customers who buy a whole box will enjoy a more preferential price.
   As mass customers can basically accept product of this price, it is more and more fashionable to choose imported wine for wedding.

 

 At the 2009 China (Shanghai) International Wine Exposition which opened on March 12th, 2009, Lu Ronghua, Director of Shanghai Alcohol Bureau said that it is a trend for foreign wine to carry out the marketing mode of small profit large sale volume this year. It is estimated that the import volume will increase by 30% over last year.

  Retailing of foreign wine in Shanghai has a history of over 10 years. During this period, customs duty has dropped from 43% to 14%. In the past, European wine was the major product, however, now increasing number of American wine from U.S.A., Canada and Chile is entering the market. At the exposition, there are over 1000 varieties of wine.

   Journalist from China Wine News noticed that at the exposition 70% of foreign wine enterprises are from Europe and America. One insider disclosed that this is because financial crisis has an impact on the purchasing power in their home market. Wine makers are anxious to explore new market, so they market wine to major cities in China through Shanghai port.

 

30 brands from France, U.S.A. and Australia etc. are listed in the Top Brand by SIAL, among which Chinese national brand, ChangYu Cabernet, is the only wine from Asia.

    One expert analyzes that this means new world wine has broken the monopoly of French wine in high-end market.

Since 2005, ChangYu Cabernet has been exported to 14 main stream wine consumption countries. Within one year, it has entered mail-order marketing system, wine franchised stores, large supermarkets and five-star hotels. Now it is among the best-selling top brands

Its successful performance makes experts in SIAL marvel at its achievement, so it is listed in 30 global top brands of wine.

It is known that history is one of the key factors in this appraisal. As the oldest dry red wine brand in China, ChangYu Cabernet has of history of over 70 years, which is rarely seen in new world wine. Its special flavor which has exceeded the international top level also attributes to this success.