Storytelling and Import Business Plan – Secrets of market penetration into China

By Stella Avgoustaki,

The aim of the Live Event, organized by Reco Exports, was to highlight a roadmap of significant opportunities and prospects for the development of Greek wine in China, attended by 87 wineries.

Proper Marketing – Patience – Perseverance

Simon Wong, Group Chairman of Kampery Group, discussed whether there is a market gap for Greek wines and, referring to the recent example of Georgian wines that penetrated the Chinese market in a short period, emphasized the three factors of success: Proper marketing – patience – perseverance.

Regarding Italy’s success in penetrating the Chinese market, Gianluca Mirante, Director, Italy, HKTDC, responded that Italy began its penetration into the Chinese market in 2008, through Hong Kong, after the abolition of tariffs, and part of the strategy was the continuous participation in the Hong Kong International Wine & Spirits Fair and the organization of many parallel events, aimed at increasing the recognition of Italian wine, investing heavily in the element of culture.

On his part, JC Viens, a Wine Communication Expert, mentioned the two main ingredients of success – Storytelling and emotion, while regarding practical issues for penetrating the Chinese market, he said that as an Ambassador he found that the market has many importer-enthusiasts, so the producer should know the importer’s business plan in depth over time.

The organizer of the event and with extensive experience in international trade and the strategic penetration of new experiences, Antonis Sioulis, General Manager of Reco, identified with the views of JC Viens, emphasizing that a main reason for the lack of stable exports and development is the impatience of Greek entrepreneurs for immediate results.

The communication sponsor of the Live Event was FnB Daily.

Let’s Highlight the Diversity of Greek Wines

Regarding the efforts of Enterprise Greece to promote Greek wine, Antonis Gravanis, Director of the International Trade Exhibition Department for Agricultural Products, Food and Beverages of Enterprise Greece, mentioned, “Our aim is to support the export of Greek wine to foreign markets and that is why we actively participate in exhibitions in China. Greece is a different country from Italy, as Italy is from France, and we must tell our own story and show the diversity of Greek wines.”

Investments in Brand Identity

Regarding the moves of Enterprise Greece for the strategic building of the national brand through international exhibitions, Mr. Gravanis emphasized that some steps have been taken in the last 10 years, taking into account the economic crisis, but money must be invested in building the brand and of course emphasis should be given to the Chinese market.

“China is a large and special market, it requires systematic work and a consistent approach, and it is not enough to be present at an exhibition once a year. After the end of the pandemic, we will proceed more actively.”

Steady and Consistent Approach to the Chinese Market

Consistent promotion and persistence in a long-term strategy can build the brand in Greek wine, emphasized Dr. Ioannis Vogiatzis, President of the Interprofessional Organization of Vine and Wine and CEO of Boutaris Winery.

“The Chinese market is very important for Greek wine, and it is one of our main markets, and we should emphasize Greek culture and the culture that has become known in recent years to the Chinese.”

Market Education

For this purpose, it is necessary, as he said, for Greece to find and communicate the appropriate message through which Chinese consumers will get to know Greek wine as it is observed that they have difficulty with the names of the varieties.

“Through the promotion programs we have developed, we have tried to build relationships with companies and consumers, and we want to continue very strongly in this promising market for Greek wine. Also, culture and gastronomy are our competitive advantages and we must focus on them through tourism.”

Long-Term Promotion Plan for Greek Wine

He explained that, despite the great prospects of the market, there is significant variability as stable professional collaborations, relationships with consumers, distributors, and merchants have not been built, and stable promotion for Greek wine has not been made.

“I think we should insist on a long-term promotion program for Greek wine and not just aim for weekly targets. We have started the educational information program Greek Wine Academy in Hong Kong, through which we promote information about Greek wine, and we believe it will favor the promotion of our main varieties but also wine in general because education is a key tool for new markets.”