This is not a misspelling. Right now, Australia is not winning at wine sales to China. Australia will experience up to 212% tariffs on wine exports to China. Meanwhile Bordeaux quietly sells quite a lot of wine to China at healthy prices, with a lot of visibly and deservedly happy fellows, thanks to very good leaders. EXHIBIT A:
Where do we even begin!? I highly recommend to watch the movie
A SEAT AT THE TABLE.
This is a documentary about how the New Zealand wine industry builds relationships, establishes quality and value from the virtue and uniqueness of the land, achieving a very clear differentiation in a very crowded market and the endorsement of the world's best wine makers.
A SEAT AT THE TABLE https://vimeo.com/326521287
My company Red Circle Network successfully launched Heineken/DB Breweries/Tuatara Craft Beer in China. Fostering relationships takes patience, long-termism and a devotion to lifetime value from yield.
We also launched New Zealand's Gladfield Malt to establish a distribution channel, over achieving distribution volume. Providing on the ground support in China, bleeding edge use of event technologies at trade fairs and fostering long term, lifetime-value yield from relationships.
Nothing substitutes genuine experience.
Back in 1993 I was tasked with helping a losing Japanese brand win a regional trade war against another Japanese brand in New Zealand. I took 50% market share. Through superior relationship strategy. KEYWORD: RELATIONSHIP.
Empathy is the key.
Not aggression.
Glyn MacLean MD Red Circle Network www.redcirclenetwork.com China Culture and Commerce WeChat ID: glyn-maclean