Text | WBO Team
In 2019, the development of imported wine in China encountered difficulties, and the double decline in "volume and volume" almost continued. While the imported wine market remained at a low level, Chilean wine rose against the trend in terms of volume. As of this year In August, import volume ranked first and third respectively.
01Chilean wine “bounced the trend” and won the market with high cost performance.
The wine market as a whole is in a predicament of double decline in “volume and quantity”. Why is Chilean wine rising? The reason is closely related to the “high cost performance” of Chilean wine.
As China's wine market becomes increasingly mature, Chinese consumers have increasingly higher requirements for wine. They value not only the brand, but also the cost-effectiveness of the wine they choose. In this case, the Chilean wine brand on the left and the China-Chile Free Trade Agreement on the right have broken through the dilemma of the imported wine market. The Chilean brand Red Devil has become the number one among many "cost-effective" Chilean wines with its rich and diverse range of cost-effective products.
02 Red Devil's innovative series stuns the market, with annual sales exceeding 100,000 large boxes.
As Chile's leading brand, Red Devil has been sold in more than 147 countries and is a world-renowned high-end Chilean wine brand. With its rich and diverse product range, Red Devil has attracted millions of wine lovers and has won many outstanding awards and honors in major international competitions and publications.
From 2018 to 2019, Conglu Group launched the Red Devil innovative series, including the Red Devil black gold collection series, Zunlong series and Mozun series, all of which are exclusively represented and distributed by Shenzhen Pinshanghui E-Commerce Co., Ltd. in China. operations. The
Black Gold Collection series is a highly personalized red wine blend that focuses on the rebellious spirit of daring to become a legend. This is closely linked to the legendary color of the Red Devil rooted in the brand's genes, demonstrating the Red Devil's determination to once again surprise the market.
Dragon series, with the lifelike Chinese dragon "Teng" on the bottle, presents the essence of Chilean valley wine to Chinese consumers for the first time, perfectly integrated with the traditional Chinese dragon culture, which is rich in traditional South American characteristics and innovative Asian culture. A charming wine of spirit.
The newly upgraded Mozun series selects grapes from the famous Lapeer Valley and Casablanca Valley production areas in Chile. It is an ingenious masterpiece of the Red Devil family and advocates the brand spirit of "taking off the mask and releasing the true self".
In China alone in 2019, the sales volume of the Red Devil innovative series has exceeded 100,000 large boxes. It has achieved very good results in the difficult market conditions and has become an important driving force for the rapid growth of Chilean wine in China.
03 Behind the sales growth is continuous brand management and market investment
The Red Devil innovative series can achieve such results, which is inseparable from the careful hard work of both Pinshanghui and Qianlu.
The world-renowned first-class brand
Red Devil is a big brand that sells well all over the world and enjoys a high reputation around the world. In terms of the global promotion of the Red Devils, Concha chose to sponsor the Premier League team Manchester United, leveraging Manchester United's wide global audience for brand promotion.
Strong price control guarantees
Brand awareness alone is not enough. A stable price system is the cornerstone of long-term brand development. To this end, Pinshanghui implements strict monitoring and control of product prices based on product positioning, ensuring the stability of the retail price system, thus fundamentally ensuring the interests of each channel and laying a solid foundation for the continued development of the channel. .
Accurate and effective event promotion
At the same time, in order to further improve the popularity of the Red Devil innovative series among domestic consumers, Pinshanghui teamed up with Ganlu to make a large amount of market investment in brand promotion and marketing, with the aim of passing a series of all-round Brand activities consolidate and strengthen the brand image of the Red Devil innovative series and create a sensational effect, thereby driving the sales of the Red Devil innovative series to continue to rise.
held the Red Devil global new product strategy conference, at which the Red Devil innovative series launched by Conglu Group in response to new consumer trends was announced for the first time.
Subsequently, Red Devil Wine, as the official sponsor brand of Manchester United, specially launched the 3-day and 2-night Red Devil Manchester United Legend Tour in the UK. Lucky Red Devil consumers from all over the world who were invited to participate, together with Manchester United legendary stars, took part in the Dream Theater Old Special Experience an unforgettable football match at Rufford Stadium. And through simultaneous live broadcast, it attracted tens of thousands of consumers from all over the country to participate, interact online and offline in real time, and interact with Manchester United's legendary players at close range.
In terms of motivating channel customers, Pinshanghui worked with Conglu Group to formulate incentive measures, organized customers to go to Singapore , provided VIP tickets to watch exciting events up close, and held private brand wine dinners and luxurious yacht parties to allow customers to Experience a wonderful luxury journey!
A cool holiday party, giving wine fans a unique psychedelic experience.
responds to terminal needs, provides strong event support, continuously outputs brand spirit and concepts, and effectively enhances customer trust and brand stickiness.
Seize the great opportunity of Chilean wine’s growth against the trend, continuously improve the brand image, pay attention to product price control, and provide strong brand activity support for channels. The strong cooperation between Pinshanghui and Concha has achieved the success of the Red Devil innovative series , and also provides a good example for the operation and development of wine brands under the background of economic downturn.
