PostedAugust 18, 2022, 9:08 PM
MarketingSwitzerland wants the Chinese to drink its wine
Advertisements for Swiss wines will be deployed on Chinese social networks. The market there is booming and international competition intense.
The Swiss Wine Promotion Weibo account will seek to reach potential new consumers.
ywe
Cornalin in Beijing, Goron in Canton or Chasselas in Changsha: Switzerland wants its wines to flow into the Middle Kingdom, where the wine market is vibrant. Last measure imagined: it is the Chinese social networks WeChat and Weibo, which alone exceed one billion users, who will see advertisements for Swiss wines.
Swiss Wine Promotion, in collaboration with the Swiss Centers, has just created its official accounts there. “The promotion of Swiss vintages is also the promotion of Switzerland through content around tourism, know-how, diversity and innovation,” said the organization in a press release. Until now, the arrival of Swiss wine on the Chinese market was mainly through fairs, meetings or events where a marketing presence was carried out.
International competition
Switzerland exports only a little of its wines, and even less to China. According to Swiss Wine Promotion, it comes in 6th position with 5.3% of Swiss exports going to it. And yet, there are places to take.
In 2020, the quasi-economic war between China and Australia had repercussions: imports into China of Australian wines fell sharply. The Chinese are, however, consuming more and more wine. France has understood this well, and its promotional efforts have now enabled it to compete for first place in the ranking of countries of origin of wines imported into China, side by side with Chile.
It should be noted that if Switzerland seeks to export to China, it might also, one day, see Chinese wines arrive on its own market. Production in the country is increasing, but for the moment mainly serves the domestic market.
(ywe)
