Tips of italian wine entering into china from a senior importer of Italian Wines.

1. Tips of Italian Wine
Entering in Chinese Market
意大利酒如何进入中国市场

2. 法国…
意大利
…
西班牙,
12.60%美國, 7.10%
阿根廷, 5.80%
中國, 4.90%
澳大利
亞,4.20%
智利, 4.00%
南非, 3.70%
德國, 3.60%
其它, 19.80%
葡萄酒全球生产国家分布
意大利
31.8…
法国
26.80%
澳大利亞,
8.20%
西班牙,
6.50%
阿根廷,
6.40%
新西蘭,
6.00%
智利, 5.40%
其它, 8.70%
美国进口葡萄酒來源地分布情況
法国
42%
澳大利亞
14%
智利
13%
西班牙
14%
意大利
7%
美國
3%
南非
3%
新西蘭
1%
阿根廷
2%
德國
1%
12,000,000,000
2017年超过120亿意大利葡萄酒市场增长空间
-多家分析机构综合数据估算得出
国内前十进口葡萄酒国占比
global wine producing
countries distribution
France
Italy
France
Italy Italy
France
The domestic top ten imported wine countries proportion
American imported wine source distribution
over 12 billion Italian wine market rooms to grow in 2017
-estimated by several analysis institutions according to integrated data
Market
市场情况
40,000,000,000+
2017年超过400亿进口葡萄酒市场
-知名证券2016年上半年报告
over 40 billion imported wine markets in 2017

3. 如何开始 HOW
POSITIONING 客户定位
SELECTING WINE 选择合适酒品
PROMOTION & EVENTS & EDUCATION
推广、活动、培训
AFTER SALES SERVICE 售后服务

4. 渠道 CHANNELS
TRANDITION CHANNEL
- Importer/Agent (B2B: DISTRIBUTORS, HORECA, GROUP
BUYERS, RETAILERS)
- (B2C: FINAL CONSUMERS)
NEW CHANNEL
On line business
O2O/B2C: BUILD UP PLATFORM, USE A EXISTING PLATFORM

5. 传统衰减
Tradition Decay
区域扩张
Regional Expansion
高加价率
Price markup
反馈缓慢
Reaction Slow
体系混乱
Channel Incontrollable
高性价比
High price quality
高流通率
Fast circulation
计划 & 便利
Plan & Convenient
高效扁平
Efficient & Flat
Producer
Municipal
Distributor
Terminal
Dealer
Consumer
Provincial
Distributor
Traders
B2C
B2C
Traders
Store
B2C
O2O
Condition
现时形势

6. 2017 渠道发展
CHANNEL DEVELOPMENT IN 2017
1 Local distributors mainly target to 2 and 3 tier cities
二、三线城市区域分销商
2 Group buyers and other direct customers 直接销售
3 Online Sales 线上销售 / Wine Retail Shops 葡萄酒零售商店

7. 品质Quality
性价比信用保障
是客户最关注的利益本质
资讯Information:
科学的知識＆信息系統
增强消费体验的文化和知识
Service服务
便捷高效的单层级渠道服务
用户（销售商&购买者）获得更丰富
Convenient and high-efficient
service by single level channel, let
the users(sales & buyers) obtain
richer experience.
The aspects on which the
customers focus the most are the
cost performance and credit
guarantee.
Using the scientific knowledge &
information system to enhance
experience of culture and
knowledge.
客户
体验感
Consumer
experience
Key Point
關鍵問題

8. Business Model
⾼性价⽐
High price-quality
⾼效率
Efficiency
低利润损耗率
Low profit loss
⾼效组织
Organized
System
信息管理
Intelligence
Management
优质服务
Quality
Service
领先价值链
Value Chain
运营成本下降
Operation
Cost
Key Point
關鍵問題

9. How to enter in China: 3 …ing
investing + observing + keep trying
How to work with Italian wine: 3P
Passion + Profession + Patience

10. Grazie!
感谢！