TRADE TALK 2015
TRADE TALK 2015 Vinexpo meetings How Vinexpo Will Help Buyers and Producers Find their Perfect Match Take advantage of a match making service that promises to arrange meetings with like-minded producers in your key target markets around the world. You quickly appreciate quite how big the world of wine is when you step in to one of Vinexpo’s main exhibition halls and try to make your way to your first appointment. No matter how much you try and plan your diary, timings soon go to pot as you rush from stand to stand. For all the thousands of exhibitors from seemingly every country in the world capable of growing a grape you tend to stick to the companies you know, the producers and brands you already stock rather than venture too far off piste. Which is not really what these exhibitions are designed to do. Yes, you are here to build on previous relationships, but the mark of how successful a particular event normally lies in how much new business or potential additional sales you have been able to deliver. It is a dilemma that has been very much at the forefront of Vinexpo chief executive, Guillaume Deglise’s mind as he has prepared his team for this year’s Vinexpo Bordeaux show in June. It is why this year’s show has a number of initiatives in place specifically designed to make a buyer’s visit to Bordeaux as productive as possible. The highlight of which is the return of its “One to Wine” meetings which allow both buyers and exhibitors to arrange meetings before the event with the most appropriate and relevant potential business partners. Particularly useful if you are looking to find distribution in new countries around the world and in markets where you currently have limited knowledge and few contacts. Both buyers and exhibitors can set out exactly the kind of business they are looking for, and in the latter’s case can even identify individual buyers they would like to have a meeting with. The buyer, though, has the final say in who they want to meet. “We can then create a wish list for both sides from which they can then choose from and set up final meetings,” explains Deglise. The idea was first introduced for the 2015 show for a limited number of exhibitors, but is now open to all buyers and producers present. “We believe that attending a fair like Vinexpo it is not enough just to meet existing customers. This way we can help visitors potentially make some extra business through these face to face meetings,” explains Deglise. He believes it could be particularly useful for smaller producers that are not able to take out large stands at the show, but are particularly keen to connect with new buyers. It also means they will have buyers coming direct to their stand where they can show them their wines, and really explain what they are all about. Deglise urges buyers looking to attend Vinexpo to make the most of what is free service. “It is a really good way of making the most of the show. For producers it is also a good way to get the attention of buyers,” he adds. It is possible to book as many meetings as possible, but Deglise suggests no more than between four and six a day, as each are scheduled for 40 minutes and it still takes time to get from stand to stand and there are other content opportunities of which one can take advantage. He says it also a further illustration of the steps being taken to make Vinexpo a show at which to do business. “Our WE CAN CREATE A WISH LIST FOR BOTH SIDES FROM WHICH THEY CAN THEN CHOOSE FROM AND SET UP FINAL MEETINGS exhibitors are coming to Bordeaux to do business, to show their latest vintages, and new labels. It is very important for them to meet the right customers and build those relationships at the show,” he stresses. The fact the show is now being held over four rather than five days will also bring a more focused approach and allow buyers to maximise the most of what is, on average, a stay of two or three days. 16 VINEXPO DAILY / PREVIEW EDITION / MONDAY 12 TH JUNE 2017
“The Fine Wine Market is Back”: Key Trends in the Chinese Market – from a Key Importer PRESS CORNER Castle Li General Manager, COFCO COFCO has 400 wine shops specialised in importing wines into China, 1000 distributors, and a professional E-commerce team selling wines to consumer by all channels. We asked General Manager Castle Li what he sees as being the most important trends in wine sales are in his territory at the moment. With the growing of Chinese middle class, there is rising demand for quality wines. Wines selling between 15 euros to 30 euros are growing in volume. 2nd and 3rd tier cities are growing fast. In these cities, wine brands and channel brands are both very important. For example, wine brands like Penfolds are doing well due to greater public awareness. Channel brands like COFCO are growing fast too because they are well recognised in all over China and have national trust because the brand is government-owned. The fine wine market is back and the consumer is the primary customer now. They care about authentic, good conditions and value for money. The consumers are becoming increasingly international, the information and prices are very transparent, so the margin for the fine wine is lower than before. Most consumers still need guidance in their wine purchases. That’s why we have been working with James Suckling, introducing his rating and notes into China as a reference. We also have 9 full-time wine educators to support distributors at professional events. What are you primarily looking for at Vinexpo Bordeaux? We are looking for some top brands or boutique brands, especially from certain regions like Burgundy, Alsace, etc. This year’s partner country is Spain. What are your thoughts on Spanish wines, and what other regions are you finding the most interesting? WE ARE LOOKING FOR SOME TOP BRANDS OR BOUTIQUE BRANDS, ESPECIALLY FROM CERTAIN REGIONS LIKE BURGUNDY, ALSACE, ETC. We are exclusive distributors for all Faustino group brands, including Faustino from Rioja and Portia from Douro. For Spanish wines, we believe in the quality wine instead of entry level wines. They have great value for money, and it’s proven in the China market. Faustino is selling well in our COFCO wine & wine shops, among our top 5 brands, with McGuigan from Australia, Antinori from Italy, Santa Rita from Chile and Black Stallion from Napa. What are your secrets for getting the best out of a busy show like Vinexpo? Usually we have detailed agenda for our meetings and make appointments first. For some important meetings, we already have discussed by phone and are here for some unfinished topics only. It’s more efficient. Hanrong Lee Executive Editor of Fine Wine and Liquor magazine A CHINESE CONNECTION Fine Wine and Liquor magazine is a bi-monthly fine wine and liquor culture magazine that’s been operating in China since 2001. We asked Executive Editor, Hanrong Lee to tell us a little more about her publication. Our publication specialises in transmitting knowledge and culture of wine and spirits, introducing famous wine enterprises and entrepreneurs, visualising national and international wine brand images and assisting the wine market to establish rules and regulations in China. Recently, Fine Wine and Liquor magazine launched a Video & Tourism Project, to help foreign wineries / wine regions enter China market in a new way. I have been the executive editor here since 2001. What are you primarily looking for at Vinexpo? At Vinexpo I am primarily looking for wineries that welcome investment from China, wineries and wine regions which are potential, interested in our Video & Tourism Project and want to enter the China market in a new way. What are you most looking forward to at the show? I look forward to knowing the latest trends and news in different wineries and wine regions at the show. VINEXPO DAILY / PREVIEW EDITION / MONDAY 12 TH JUNE 2017 17
