Holding wine events in Shanghai with big costs, worth a try?

When foreign wineries promote in China, Shanghai will be the first choice. Such events include tasting, business communications, press conference and training course.Most of them are held by wineries and local organizations or PR agency, some are held with Chinese importers. Those invited clients are mainly wine staff, sophisticated wine lover and media. Some detected different events but same faces, especially those new wines launching activity, no progress for distributing apart from fun hour.

Gu Yuping, China representative of Henkell, said: It will bring negative effects in business communication, rather than benefits. “Just imagine that wine lovers got to know your price in the tasting, it will probably do harm to the price list, in consequence, no vintner will buy your wine anymore, because they need space for operation”

Gu Yuping said: It’s not easy for foreign wineries to get in touch with a vintner, that’s why they entrust some organizations and PR agency for cooperation, or just join in some events held by regional organizations in China. Unfortunately, several organizations seldom put their energy on selecting required distributors.

Li Yajun, China representative of Maison Bouey, said: foreign wineries were focus on the promotion of product and brand; invited professional visitors will affect others by personal influence after events, which is good for brand developmentin long term.

While some pointed out that wine is not mass consumer product in China, there is gap between key opinion leaders and consumers. Apart from mass media spread, it’s difficult to go into consumer.

Therefore, Gu Yuping suggested wineries better to find a China agent before holding wine events, and potential client it preferred. Even though in promoting activities,when in terms of marketing and price, wineries could cooperate with agent for further business negotiation. Another who familiar with China and European wine market said: Chinese wine distributor sub-divided gradually, different product matching with different distributor, so the key is to invite clients precisely. Don’t waste any market fee since it’s really rare.