Many good wines continue to face difficulties in the Chinese market. Because of the advancement of contemporary logistical systems and the fragmentation of retail channels, the wine market has become increasingly competitive, with a wide range of goods available at all price points. However, in China, this industry is dominated by inexperienced consumers who have yet to fully develop their wine preferences. Many wineries have a hurdle when selling their products in China: how to stand out and attract customers in such a crowded market.
The answer to this problem could be found in the product’s package. The many components of wine packaging and presentation are growing more significant by the day as the face of the brand and the most crucial way of communicating its quality to consumers.
More wine labels have started using unique and inventive packaging concepts in recent years, and many of these new approaches have succeeded in catching the attention and wallets of Chinese customers. We’ve gathered the best of the best to share with you.
Small-sized Bottles
The 750 mL wine bottle is the most popular size on the global market, and it is frequently seen as the default packaging for many brands.
A Shift Toward Logos
One barrier to full market penetration for foreign wines is Chinese customers’ inability to comprehend their intricate labels.
Identifying information on the label of an imported wine, such as the winery name, vintage, production region, and grape variants, can be confusing to a Chinese consumer who does not understand foreign text, making it difficult for them to distinguish between different imported wines based on the label.
Streetwear Design
More traditional brands, particularly those that lay a focus on their heritage and legacy, as well as the quality and respect of their brand, are targeted by streetwear or hip-hop culture. This has sparked debate among certain firms over whether or not to pander to streetwear and hip-hop culture in their business and marketing; nonetheless, the fact that streetwear is now a trillion-yuan market cannot be denied.
Gift Packaging
Gift-giving has a long and storied history in China, and the depths of hidden meanings, significance, and symbolism that are involved in giving gifts necessitate extreme caution in each choice. Only individuals involved in giving or receiving the gift will fully get the implications, and the gesture can be used to create or reinforce ties.
Self-Heating Packaging
Almost any consumer brand would agree that when it comes to checking out new products, Chinese consumers are among the most eager and enthusiastic in the world, and the wine sector is no exception.
Environmental Sustainability
Shanghai introduced a domestic waste categorization system in 2019, requiring people, businesses, and corporations to follow sorting rules while tossing out rubbish, as well as covering the garbage’s organized transportation and disposal. Many other cities in China have now embraced this regulation, which has had tremendous impact on a variety of businesses, including the wine industry.
