LUXURY WINE

CASE STUDY
Stephanie
LI JIA
XIAO HANXI
LONG LIXIAN
ZHAO RONGQI
WINE AND ITS
INDUSTRY FUTURE
The wine industry: More than 1 million winemakers in the world
producing more than 2.8 billion cases per year
Now
Biggest Future main Biggest wine
producer: producers: consumers:
France, France, USA,
then Italy, Italy, France, Italy,
then Spain, Spain, Germany,
& U.S.A. China, China,
and USA &UK
Evolution of wine
industry:

Wine
tourism

Innovation Partnerships
SWOT ANALYS
Strength
The essential ingredient determine a win
es character
Highquality product with high reputation
Excellent vineyard farming techniques
Opportunity
More potential customers and market
Interpersonal relationship
Learn from those producers in terms
of marketing
Weakness
Lack of own distribution channel
High price for younger wine
enthusiasts
Threat
lNo experience in launching and capitalizing
on a brand with a lower price point
lWorry of existing customers
lIncoming competitors
lA distinct marketing and distribution strategy
ADVANTAGE

1.Expand customer base

2.Occupy new markets and Consolidate the
existing market
3.Adapt to the change of times, the change of
consumer group
4.Make full use of resources to gain more profit
The Long Tail

In this era with rapid

economic and technological
development, it is a time to
focus on the long tail and the
benefits of long tail
Human Resource management
From organizational perspective
Disadvantages cannot be neglected

1.High initial investment

2.the estates proven expertise could be
diverted from Chteau de Vallois itself
But benefits will overweigh the disadvantages

CORE
EXPERTISE INNOVATIVE COMPETITIVENESS
Recruit the right person New brand needs Make human resources
for the right position new leaders your core competitiveness

= long-term success
How to make good use of human resource management?

New manages and employees will bring new

management system witch may be more efficient
and effective
Family members will still be the center of the
whole company
EXAMPLE
HOW TO ENTER THE CHINESE MARKET

FIVE KEY STEPS

The laws
Translation& stories
Specific products
Appropriate location
Social media
THANK YOU FOR LISTENING