Where is the origin of French Bentley wine?

Brief introduction of French Bentley wine

Jack, the second generation successor of British Bentley Group, was born in 1888? Sagnis? Bentley fell in love with French wine while studying in France, and did not return to England to inherit the automobile business of the group. The group invested in and acquired a wine manor which was already quite famous in France at that time, and later changed its name to "Bentley Winery". Jack is an artistic, pragmatic and perfectionist. With his efforts, the winery has become a representative of the top wineries in France. With the rapid development of British group companies, the wines produced by Bentley Winery are quickly sold all over the world and become luxury goods sought after by the upper class. The main business of British Bentley Group changed hands several times in the later development. For the better development of Bentley Winery, Jack? Sagnis? Bentley changed the name of the wine brand produced by Bentley Winery in France to Jack? Bentley Wines wholly owns France Bentley Winery, and established France Bentley Winery Group Co., Ltd. to push Bentley Winery to the world.

Today, a hundred years later, both cars and Bentley wines have become representative products of luxury goods. "Gift Bentley, meaningful collection" is the best interpretation of Bentley brand.

20 10 Bentley wine Fujian market promotion series

1, product display of star-rated hotels

The top three municipal hotel rooms are required to display French Bentley wines.

Display mode: display Bentley wine (dry red 1 bottle 2 liters, dry red 1 liter, dry white 1 bottle) in the original wine cabinet in the hotel room.

Cost: 398+ 198+ 198=794 yuan per room.

Key points of negotiation: We provide products to hotels, and hotels can show and sell them to us. (You can replenish with us after sale), and the hotel will give us the same room rate (for example, we will provide 300 rooms for display, and the value of drinks is 238,200 yuan. If the hotel standard room is 500 yuan/day, the hotel will give us a room for 476 days, and our company will give our VIP customers and customers who can't drink and drive a car a rest.

2, high-end home plaza product display

Generally, some wines will be displayed in the high-end home shopping plaza, and it is necessary to negotiate with the home plaza to change all the wines displayed into our products.

There are 3-5 companies at the municipal level and 1-2 companies at the county level, and the cost of each company is1-20,000 yuan. All investments should be exchanged with Home Plaza for equivalent cash coupons to our Bentley wine customers and take them to Home Plaza.

3. Bank wine cabinet display (gym, gold shop, wedding dress shop, etc. )

Generally, it is commercial banks such as Bank of Communications, China Merchants Bank and Industrial Bank. Will entertain high-end customers and hold cocktail parties at the bank every week. Our public relations staff will ask the bank to specify our wine, and they usually have wine cabinets to display our wine.

We can provide free product display. The bank takes our wine as an example, 20,000 yuan per month. We can use hotel room coupons, home cash coupons, free car wash cards, waxing cards, Bentley wine cash coupons and Bentley wine as gifts for high-end customers of the bank. (VIPs of bank customers can enjoy VIP service at several sales points designated by us, with 30% discount on gold cards, 60% discount on platinum cards and 50% discount on diamond cards, and enjoy free wine delivery service for promoters. )

4. Shang Chao monitor

It is required to take the top 3 supermarkets at the municipal level and 1 supermarkets at the county level as counters, and send shopping guides during the peak season and festivals. Each item should be displayed on the counter with 2 liters 1 liter * * 4 floors. (The retail price in Shang Chao must be 2L 398 yuan/bottle, 198 yuan/bottle 1L).

The exhibition expenses in Shang Chao should be controlled below 6,000 yuan per family per month.

5. Famous cigarette hotels

5 in each township, 30 at county level 10 and municipal level are used for counter display (each has two floors, and the monthly cost is controlled at 2000 yuan). We will designate banks, gyms, governments and other customers to buy our products from cooperative customers.

6. Sell our Bentley VIP cards through government officials (30,000 gold cards can be used up at 30%, 50,000 platinum cards at 60%, and 65,438+10,000 diamonds at 50%).

7. Shop advertising (as long as there are shops, storefronts and hotels selling our products on the roadside, you can apply to the company for shop advertising)

8. High-speed road sign advertisements, advertisements for the most prosperous sections in urban areas.

See 20 10 Oriental Tomorrow-Planning and Implementation of Bentley Wine Market for specific operation and implementation.

Observation on the Mainland Market of Imported Wine Series

Western Fujian: the change of semi-mature market

Hao Zhijie/Wen

Western Fujian is a transportation gateway connecting Gannan and the southeast coast of Fujian. Compared with the developed coastal areas in eastern Fujian, the consumption of imported wine in western Fujian still has a certain degree of closure and lag. However, compared with Jiangxi, western Fujian shows a mature and advanced side in the consumption of imported wine. For example, a local wine importer analyzed that California musicals did not sell well in Quanzhou, but they were all the rage in Longyan. At the peak of the market in 2007 and 2008, its sales scale can reach more than 40 million. An imported wine brand, from the southeast coast of Fujian to the west of Fujian and then to the inland area of Jiangxi, obviously has a process of market heat and consumption atmosphere transmission.

This issue takes Sanming and Longyan markets in western Fujian as samples to observe the present situation and personality of semi-mature imported wine market.

market survey

Sanming and Longyan are located in the west of Fujian, and their economic development level is relatively backward compared with that of southeast coastal cities. But these two regions are resource-based in economic structure, so they form a part of the rich class. Sanming area is rich in coal resources and native products, and agricultural industries such as dried bamboo shoots and mushroom cultivation are large in scale; Longyan is located in the mountainous area with developed mining industry. The listing of "Zijin Mining" has effectively promoted the improvement of the overall local consumption level.

Market position: strong personality and great potential.

Compared with the southeast coast of Fujian, the market in western Fujian is different. First of all, the population size varies greatly. The population of some prefecture-level cities in western Fujian may not be as large as that of a town in southeastern Fujian. The imported wine market is different in scale. There is no comparison between western Fujian and southeastern Fujian. Their consumption structures are different. Compared with the more diversified population composition and consumption structure in southeastern Fujian, the consumption structure in western Fujian is single and polarized obviously. Fourth, consumer psychology is different. According to a local agent in Longyan, the brand recognition of imported wine in Longyan is still very high. However, consumers are still in a state of being misled, and their understanding and grasp of the personality of imported wine products are not profound, and they still lack sufficient resolution and clear value cognition. At the same time, the follow-up consumption of consumers in western Fujian is outstanding. Fifth, the market structure is different. The overall scale of imported wine market in coastal areas is large, and all brands have a certain sales volume but no prominent brands. In contrast, although the overall market size in western Fujian is small, the brand concentration is relatively high because of the obvious characteristics of consumers' follow-up consumption. At the same time, the liquor market in western Fujian is changing rapidly. As long as we seize the market, even outdated products can sometimes come back to life.

Compared with the developed coastal areas, there are more imported wine brands and varieties in the western Fujian market. All kinds of imported wine products and brands are very confusing. Compared with Sanming area, Longyan area has a larger wine market capacity. According to the estimation of local wine merchants, the market capacity of local imported wine is about 200 million yuan, and the local consumption power is gradually rising. According to the analysis, the main reasons for the large market capacity of Longyan are: 1. Rapid economic development. Longyan's local mining and steel industries are developed, and Zijin Mining alone has driven a large number of nouveau riche. Second, the transportation is convenient. Longyan, located in the west of Fujian, is the gateway from Jiangxi to the east coast of Fujian. Convenient transportation not only promotes the development of local industries and the improvement of consumption capacity, but also promotes the popularization of advanced consumption culture and concepts in coastal areas.

Market structure: old and new coexist.

It is understood that there are about four or five imported brands active in Sanming. Among them, Romani and Nagolu are the main brands with more hype and better atmosphere. In addition, imported wine brands such as Castel ROCHE MAZET, California Xerox, Tavino, Bentley and Lan Xiangu are also influential in the local market. According to local wine merchants in Longyan, Longyan imported more than 2,000 kinds of alcoholic products in terms of the number of single products. However, there are several influential brands in the market, such as California Xerox, Caster series, Romani, Sifram, Nagru and so on. It is understood that California music is all the rage in Longyan market. At the peak of 2007, its market sales reached more than 40 million yuan. The current market has declined; The total sales volume of Castel series products in Longyan market is about 40 million; Romani's market sales in Longyan is about 6,543,800+million, and its advertising investment is large, mainly outdoor advertising. Some agents also said that although Romani and Nagolu have invested heavily at present, the sales volume has not really increased; At present, Nagro, Sifram, Bentley and other brands are neck and neck in market sales, all at the level of 3-4 million.

It is understood that the price of Xerox's main products in California is above 80 yuan/bottle (1.5 liter); The local sales price of Castro Maser mainstream products is 138 yuan/bottle (750ml); The main product price of Romani is 60 to 70 yuan/bottle (750ml); Nagulu comes from France, and its main products are sold at a price of 80 to 90 yuan/bottle (750 ml); Bentley's bottle type is a bowling pin with high recognition, and its mainstream product sales price is 298 yuan/bottle (2 liters); The main sales market of Italian imported wine brand "Tavino" is not in the urban area, but in Yong 'an County, Sanming District. Its packaging is Tetra Pak packaging, and the main product specifications are 1 liter.

Is the "semi-dry" era coming to an end?

Semi-dry imported wines represented by Fengshiya and California Xerox were once popular in western Fujian. It is understood that the two are very close in product positioning. From 2006 to 2007, the wind was the strongest; Since 2008, California music has become the new favorite of the market. However, according to local wine merchants, the music market in Asia and California has obviously declined, and the semi-dry heyday may be coming to an end.

Manager Guo, a wine merchant in Longyan, believes that there are several main reasons for the sales of Fengshiya and California. First, the product price is better. Second, it entered the market early and gained high recognition. Another reason is that its taste caters to the preferences of local consumers. Another insider pointed out that the sales of Fengshiya and California Xerox in the local low-end market are mainly due to their high sweetness and low alcohol content, and they can be drunk freely.

Mr. Wang, regional manager of an imported wine brand, said that the taste preference of local residents in Sanming was light, so semi-dry goods such as Fengshiya were very popular in the market in the past few years. However, due to the change and improvement of consumers' consumption psychology and consumption ability, the market popularity of semi-dry products has been greatly reduced, and the concept of drinking dry wine has been accepted by local residents more and more. This also directly led to a sharp decline in sales of Fengshiya, once the best-selling brand. It is said that its current sales volume has dropped by nearly 1/3, and there is still a market, but it should be a trend to withdraw from the market. Some people even estimate that 1 will disappear after two years. However, some wine merchants do not recognize the view that "semi-dry wine exits the market" and think that consumers' tastes will be diversified.

A brand manager in Longyan said that California music was all the rage in Longyan market. At the peak of 2007, its market sales reached more than 40 million yuan. However, at present, its downward trend is obvious, because consumers prefer dry wine, while semi-dry wine has a relatively high sugar content and its market acceptance is also declining.

In addition, the decline of Xerox's sales in Fengshiya and California is related to its packaging form. The popularity of Tetra Pak packaging and bag-in-box packaging in large-capacity products has practical needs. First of all, this product form is relatively novel and unique, and it is easily sought after by consumers. Second, it is convenient to carry. Third, it can effectively reduce the bottle opening fee. Because hotels charge bottle opening fees by piece, large-capacity tetra pak and packaged products can reduce unnecessary expenses for consumers.

But today, after Tetra Pak, a once novel packaging form, is gradually familiar with the market, its disadvantages begin to appear. For example, it is not conducive to preservation and is easy to swell and deteriorate. The increasingly mature consumption concept makes Tetra Pak face a severe market test.

The era of "French dry wine" is coming!

Due to the collective promotion, consumers in western Fujian are very appreciative of French wines. At present, the more active imported wine brands in western Fujian are almost all French wines, such as Castel, Romani, Naglu, Bentley and West Flam. After the consumption upsurge of semi-dry goods such as Fengshiya and California music swept through western Fujian, the concepts of "French wine" and "dry wine" are becoming the new favorites of local consumers.

Kastor: The "n" on the vine is melon.

According to the agent, Caster? Roche Maze has considerable sales in Fuzhou, Xiamen and other places along the eastern coast of Fujian, but its sales in other prefecture-level markets are flat. Except for Caster at present? In addition to Roche Maze, other casters "brothers" have also begun to set foot in the western Fujian market, and the overall sales of caster products are still considerable.

According to local dealer's estimation, Castel series has the largest sales volume in Sanming, with an annual sales volume of around 800 to100000. And its sales in Longyan market can reach more than 40 million. Caster? Relying on Shanghai Jianfa's relatively perfect sales network, Roche Maze and Wuliangye were bundled for sale, which greatly promoted their overall sales. In addition, the "cottage version" of Castel in western Fujian has a great impact on Castel's market, otherwise Castel's sales will be even greater.

Manager Guo believes that there are too many series products of Castel, and consumers don't understand them. This has hindered the further development of Castel market.

Romani: "Champion of New Discipline"

The survey results show that Romani is the "first brand" in the newly imported wine camp in western Fujian, with a high market mention rate.

According to Ms. Wu of Romani Sanming office, since it was put on the market at the end of September last year, Romani has sold nearly 4 million units in the local area. In the urban area, the consumption route is mainly taken in the early stage, mainly group buying, and the early stage sales are mainly completed through group buying. Hotels basically don't do it at present because the cost is relatively high. It is understood that Romani agent is the president of Sanming City Chamber of Commerce, with more than 100 members, all of whom are large local enterprises, providing sufficient resources for their group buying business. In the later period, Romani will develop some iconic hotel features in the local area.

According to General Manager Luo of the company, in the early operation, Romani focused on consumers for three reasons: First, compared with domestic wine, imported wine entered the domestic market through many links, and the cost was relatively high. However, due to the restriction of the overall domestic consumption level, its price increase can not be positioned outside the market consumption capacity, resulting in insufficient product price space and insufficient terminal thrust such as special fees and promotion fees. Therefore, in the early stage of imported wine, we must bypass the terminal and find another way to find opportunities to directly contact consumers.

Secondly, because imported wine has not been widely recognized in the domestic market, in order to obtain the market scale, it is definitely not feasible to take the traditional wholesale circulation channel directly. Direct selling is the most effective way for consumers to experience product quality and understand imported wine culture. Once the brand and reputation are established among consumers, the market will be very good. Under the premise of not buying a store, consumer word of mouth is the foundation. So Romani's principle in market operation is to return the discount directly to consumers.

Third, it is related to the market environment. It is common for local people to bring their own drinks, so Romani turned to "trunk" operation and formulated a series of targeted promotion programs to directly stimulate consumers through VIP customer management.

Compared with Sanming area, the sales volume of Romani in Longyan area is larger, about100000. According to Manager Chen of Loma Nylon Rock Company, Romani pays attention to "guidance" and "pull" in market operation. On the consumer guide, Romani pays attention to the public relations of consumer leaders and gives play to their consumption-driven role. On the other hand, through community activities, Romani promotes its brand promotion and directly guides consumers. In terms of advertising "pull", Romani has invested heavily in advertising, and outdoor advertisements and street signs have been put on a large scale. In the market operation, Romani takes a multi-pronged approach, and all channels are involved.

Romani organized a series of promotional activities for consumers with the help of the World Expo. For example, if you buy 10, you can get an Expo ticket or a bottle of perfume, and if you buy 20 items, you can enjoy a French dinner at the Expo. Return preferential policies directly to consumers, not channel terminals.

At present, Romani has completed the layout of the county-level market. Except for a few counties, Romani network has been extended to county-level markets, and all county-level markets have Romani stores. In addition, Romani also organized wine tasting for various county-level markets, invited French sommeliers and waitresses to spread the expertise of imported wine to local consumers. In terms of cultural promotion, Romani will open Romani Wine Institute in Sanming. According to reports, the "Red Wine Institute" is an imported wine training institution opened in Xiamen last year.

According to reports, Romani's general agent, Fengde Trading Company, attaches great importance to market planning, and has invested heavily in market development, and its publicity is in place, effectively cooperating with the market development of local distributors. There are two main ways of support: one is media advertising, mainly TV and newspaper media; The other is large-scale outdoor advertising. In advertising, Romani only does large-scale advertisements with good location, and each county should have 1 or two such large-scale advertisements.

According to local distributors, Romani started advertising in the second half of last year, with a lot of advertising investment, but the market performance lacked stability. It is understood that Romani's current advertising investment has been significantly reduced.

It is understood that Romani is positioned in the form of a brand, with a long product line and large sales of low-end products. Its Sanming agent said that Romani's main product is its mid-range product "blue label dry red", and the market price is more than 80 yuan/bottle.

Nagulu: Do something and don't do something.

According to local dealers, Nagolu started the local market almost at the same time as Romani. At the end of last year, Nagulu invested 500,000 to 600,000 "street show" advertisements overnight, which formed a considerable influence among local residents. However, for its "branding" approach, local industry analysts believe that it will take at least three to five years to establish an imported wine brand in the local area, rather than through stormy advertising. It is understood that Nagolu can't compete with Romani in marketing at present. Although Nagolu invested heavily in marketing promotion in the early stage, such as newspaper advertisements, some agents reported that its marketing ideas were not comprehensive enough in the later stage. For example, Nagolu does not pay enough attention to the management of cigarette hotels.

According to Manager Guo of an agency company in Sanming, in the early stage, Golu was the main group purchase, first of all, it was necessary to win the hearts of consumers, and direct circulation had to pay a price. For many famous hotels that agents have set foot in, Nagolu has basically never operated. In this regard, Manager Guo believes that we must first solve the consumer's cultural and product cognition, otherwise everything else is empty talk. It is understood that Nagulu has opened six or seven "shops in stores" in Sanming area, and basically there is one in every county in Sanming area. The Gulong Group behind Nagolu is a powerful state-owned enterprise, which provides great support for the market.

Tavino: Region is king.

Tavino is the only non-French imported wine brand among the imported wine brands with high mention rate in the local market. The brand was promoted by He Yi Spyker (Shanghai) Liquor Company in China. According to local wine merchants, Tavino's market performance in Yong 'an County of Sanming is outstanding, and the annual sales of a market in Yong 'an County can reach 2 million to 3 million yuan. But it has little influence in other counties and cities. The reason why it only sells well in Yong 'an County, Sanming is that Tavino agents have relevant resources in Yong 'an County and have strong market investment. Second, Tavino caters to the local consumption level. If the price of imported wine products is too high, the local people can't afford it. Third, Tetra Pak packaging is convenient for consumers to drink.

At that time, Tavino made great efforts in advertising promotion and market speculation. On the one hand, its outdoor advertisements and bus advertisements are large in scale and have great influence. On the other hand, intensive cultivation was carried out in Yong 'an County. Although I don't buy a store now, I still maintain the promotion of the hotel and arrange promotion personnel.

However, according to local dealers, Tavino has started to decline. It is understood that the packaging forms of Tavino and Fengshiya are similar, both of which are one liter of tetra pak. With the disadvantages of Tetra Pak packaging, such as easy expansion and difficult storage, its market sales are also affected to some extent.

Bentley: Very product, very fun.

Among several brands, Bentley is the only special-shaped bottle packaging. Because local consumers are more sensitive to new, exotic and special product forms, Bentley has inherited the product idea of "special-shaped clothes" in product positioning, but it has upgraded to a higher level than Fengshiya and adopted bowling glass bottle packaging. At the same time, Bentley caters to the growing consumption trend of dry wine. Therefore, Bentley's product positioning is not only the inheritance of elegance, but also the transcendence of elegance.

According to Manager Wang of Sanming, Bentley operates in a flat channel, focusing on group purchase and direct sales, supplemented by tasting and newspaper promotion, so that products can directly radiate to consumers. In this way, it avoids the high advertising investment brought by simply taking the brand route in the early stage and the huge financial pressure brought to agents and distributors. Doing direct sales in the early stage ensures sufficient channel profits and enthusiasm for channel promotion, and also achieves the purpose of establishing brand and reputation. Its style of play is different from Romani and Nagulu.

In addition, in the operation of the cigarette hotel, Bentley designed a rebate policy for the cigarette hotel. For example, its special promotion policy for the wedding banquet market is: the cigarette hotel receives the wedding banquet, and whether it forms real consumption or not, it can get the rebate reward of 25 yuan/table. In addition, if the store opens the "counter" of the cigarette hotel, Bentley will give the cigarette hotel 2 bottles of wine/month.

Bentley also cooperates with local star-rated hotels to promote products. Bentley and star-rated hotels reached a cooperation intention through negotiation. The hotel displayed four Bentley dry red and white products with different specifications in each room, and these four products were directly presented to star-rated hotels by Bentley agents. The market price of the four products should be around 1.200 yuan, which is almost equivalent to the cost of staying in a hotel for three days. If a room gives Bentley three days' stay, then if a room gives Bentley three days' stay, Bentley will return the room stay time exchanged for wine to the consumers who are restricted by drunk driving. This method not only echoes the promotion of hotel terminals, but also effectively solves the product display problem of star-rated hotels.

According to Zhong Junyong, the regional manager of its agent Oriental Tomorrow (Jinjiang) Import and Export Co., Ltd., since the Longyan market was launched in June last year, its sales have reached more than 3.7 million yuan. With the current development momentum, Bentley's sales in Longyan market this year are 5-6 million yuan; Bentley's sales in Sanming reached 4-5 million in the same period.

Sifram: "in bud"

The survey results show that Sifram is more influential in Longyan than in Sanming. However, according to its local agent, Manager Deng of Longyan Trading Co., Ltd., Sifram only put an advertisement on Longyan TV Station once, and there is a big gap in advertising strength, network channels and product sales. According to Longyan wine merchants, Sifram mainly focuses on group buying, and consumers are doing the market. There are a large number of cigarette hotels in the local area, which mainly focus on cigarettes, wine and tea. Sifram takes the gift route for these "gift shops" and explores the relationship between them and group buying resources.

This print observation

First of all, consumers have become "the target of public criticism"

Through the market survey in western Fujian, it is found that several mainstream brands put "consumers" in the first place. Because western Fujian has the characteristics of a typical semi-mature market, on the one hand, it has a high acceptance of imported wine, but its consumption concept is not yet fully mature. On the other hand, consumers follow the trend obviously. Therefore, most imported wine agents strive to maximize the "power" of promotion directly on consumers, rather than channels or terminals. This is a knowledge of local mainstream wine merchants.

Second, competition in group buying channels has intensified.

On the one hand, the hotel terminal charges the wine suppliers who enter the store, on the other hand, it sells the drinks at a higher price, but the final consumers still have to pay for these expenses. This industry situation is well known to local consumers. In addition, due to the local people's high recognition of the brand, some products juxtaposed with the best-selling brands fish in troubled waters, misleading consumers. Therefore, the self-contained rate of drinks in western Fujian is very high, which has become a trend. In the eyes of consumers, even if the hotel charges a certain bottle opening fee for its own drinks, it is much more cost-effective than buying them directly from the hotel. Therefore, terminals and channels such as cigarette hotels and group purchases by government agencies have become the focus of competition for imported wine brands. At the same time, it is an inevitable choice for imported wine merchants to reduce intermediate links and promote them directly to consumers.

Because many wine merchants put the market breakthrough on group buying in the early stage, although each has its own relationship resources and operation mode, the competition for group buying channels is inevitable. Manager Guo of Sanming said that there is some competition in group buying at present. To win the group buying market, the key is to look at the brand power and consumers' taste preferences.

Third, the competition in the county-level market is fierce.

In addition to the urban areas, the county-level market is another battlefield for the imported wine market in western Fujian. The above-mentioned major brands all show great attention to the county-level market and basically form the layout of the county-level market. In the county-level market, Yong 'an County of Sanming, Shaxian County, Shanghang County of Longyan and Liancheng County have outstanding consumption of imported wine, with high consumption and fierce momentum.

Manager Chen, the agent of nylon rock, said that the consumption concept and level of county-level market in Longyan area are different from those in urban areas. The price of main products in urban areas ranges from 100 to 200 yuan/bottle, and the price of main products in county-level markets ranges from 20 to 30 yuan/bottle. In addition, xinluo district in Longyan City has an obvious radiation effect on the county-level market, and the characteristics of local consumers' follow-up consumption are very prominent. The consumption trend in xinluo district will directly affect the county-level market.

Manager Guo, a wine merchant in Sanming, also believes that the price of main products in the county-level market is 20, 30 yuan/bottle. Compared with the urban area, the county-level market is more competitive than the urban area. There are few people in the county-level market, but there are many imported wine brands, and the competition is bound to be fierce. In addition, it is impossible for the county-level market to improve the consumption concept and level overnight, and it is impossible for imported wine to rise in the county-level market through promotion.

The manager of Bentley Longyan office said that the demand for imported wine in the local county-level market is relatively large, so this year, special dealers will be developed at the county level, and the office will assist in the development.

French Bentley wine is considered by many people in the industry to be one of the most potential wine brands at present. To become a leading brand in this battlefield full of smoke, brand operators and agents need superior market operation ability.