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How to Promote and Market Wines in China

How to Promote and Market Wines in China

Digital Communication and Social Networks

The Chinese population is renowned for its love for new technology. In fact, many could not do without their smartphones and have been using social media networks heavily.

What makes this phenomenon even more interesting is the fact that China has banned numerous social media websites, including the most popular ones like Facebook, Twitter, YouTube, and Instagram to name a few. Instead, China developed its own microblogging sites such as:

Though social media networks like these, wine brands and products can be effectively promoted and marketed in China. Awareness and education about the wine brand are important. Since the Chinese are avid followers of specialized websites, it will benefit wine companies to introduce their brands to them through microblogging and other social sites.

Opportunities like this are widespread and boost to bottom lines can be achieved rapidly when Chinese social media is employed effectively by wineries and wine distributors.

Partner with the Right People

To stand out in the Chinese wine markets, you need to position yourself as a true expert in wine.

One effective way to do this is to position key members of the company as thought leaders. In China, 10% of people influence 90% of the population, so it is important both to have your company participate in thought leadership and to partner with influencers, who are able to skyrocket your sales by putting you in front of millions of people online.

If influencers are outside your budget, you can demonstrate your expertise by using a wine expert in your advertising materials. For example, you can hire a French wine expert to appear in your ads.

One way to make the most out of your content marketing efforts is to use video, and make sure to feature a sommelier. The Chinese are more open to multimedia and more responsive to it than many other peoples, so this presents a great opportunity. Use your spokesperson to tell a story about the history of wine since oral history is such a strong part of the Chinese tradition.

Participate in the Best Wine Shows in China

It is easy to get lost in the jungle of wine events in China. Contradictory information and confusion may arise from this. The country holds numerous wine tasting, winery tours, wine shows, and has various wine salons, showrooms, shops, and events. The cities of Shanghai, Beijing, Chengdu, Guanxi and, of course, Hong Kong are renowned for holding these wine events.

To promote your brand most effectively, find the events that are the most popular. The best include:

  • Top Wine in Beijing
  • SIAL, Prowein, and Vinisud in Shanghai
  • Vinexpo Hong Kong
  • Tang Jiu Hui in Chengdu

And joining a competition is one of the easiest way to find importers in distributors in China like Shanghai Newspaper Wine & Spirits Awards 2020.

Shanghai Awards is a competition focused on Sales and Distribution: our mission is to help Distributors to order Awarded Quality products, which will be appreciated by their customers. Join China Awards 2020 here:


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