New Zealand wine pops medals on wine bottles
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Recently, nearly half of New Zealand wines began to print medals on the bottles. It is reported that this is because the printed medals can promote the purchase. It is reported that this phenomenon is more extreme in the Chinese market. Some of the “big prizes” in the market are not high, even Some brands regard the award as the only one, and put the cart before the horse. The insiders said that it is only the first step to obtain the authority award for wine. Sticking the medal on the bottle is only one aspect of successful sales.
There are 9 medals on the wine label.
One time, the author participated in a reception hosted by a liquor company. The company specializes in white wine and also sells some wines. At the reception, the organizer hosted a wine with 9 medals on it. According to a staff member of the organizer, the author said: This wine with many medals is especially popular in third- and fourth-tier cities. Many customers see so many medals, they will feel that the quality of the wine will be very good, and the guests will have a face.
The author once visited the wine cellar of a county-level market in Guangdong and encountered similar products. This wine cellar is a self-operated wine purchased from an overseas Chinese. One of the wines won a gold medal in a certain competition, and was displayed by the store in the conspicuous place of the wine cellar. The bottle of this wine is also posted. A big medal logo.
Interestingly, there is a long list of English words on this medal. The design is quite "European Royal Fan". At first glance, it is considered an award from an English institution. However, through the author's inquiry, this award is awarded by a Chinese organization that is not very authoritative.
Some "big prize" thresholds are not high
In fact, it is not difficult for wine merchants to get a medal for their products.
According to a person who regularly participates in various selection activities, today's wine selection contest is a lot of good-looking, there are five or six events in France, and there are four or five events in China. There is no famous grand prix. It is even more numerous. You can set up the stage casually, ask several wine experts to start the evaluation and award.
"Secondly, some of the lesser-known so-called grand prizes, the threshold of the award is not really high. Many consumers think that the wine grand prix is the same as the Olympics. There is only one gold medal, but in fact there are many gold medals. The same is true for silver and bronze medals. In some competitions, in order to please the wine merchants who are giving wine to participate (many will pay), the award rate is increased, the winning rate is over 50%, and even the unreliable event winning rate even reaches 100%." The person said To.
According to a person familiar with the Wine Grand Prix, the author said: There are also a number of frauds in the Grand Prix. For example, special prizes are set up to care for those “relationships”.
Some brands regard the award as the only one, and put the cart before the horse.
It can be seen that it is a icing on the cake to increase the value of the wine through the awards, rather than the charcoal. But the author has also been exposed to some of the inverted.
The author has contacted some manufacturers and loved the awards. Their wines were not only sent to major competitions to participate in the awards, but the company lost money for years. There are also some small wineries that will specialize in brewing some top wines to participate in international competitions and win awards. This wine is either not mass-produced or the price is too high, which is undoubtedly a way of putting the cart before the horse.
Wang Dehui, general manager of Shenzhen Zhide Marketing Planning Co., Ltd. pointed out that there are still many things to do with this type of cart. Many wine competitions allow companies to provide their own samples. So is the sample provided by the company a wine of its own? Do you have the same liquor as other products on the market? I am skeptical about this.
"In addition, some companies' A products have won awards. As a result, all the same series of products are using this medal, which is definitely not rigorous." Wang Dehui said.
Getting the authority award is just the first step
Of course, after getting some authoritative awards, it will help the sales more or less. However, the aforementioned wine merchant who sold a certain French wine to the author said to the author that the medal on the bottle is only one aspect of successful sales.
“In addition to the award certificate, the taste and appearance are very important. This wine is a wooden box with a black gold line design, which will make consumers feel tall,” he said. This wine drinker also tasted the 13% vol of the degree, not too low in the French AOC, and the fruit is very rich and sweet, very suitable for the Chinese taste.
The next step is marketing. When the wine is hung in the online store, it will display nine awards from France, China and Japan in a prominent position, and boldly mark the wine in the oak barrel. It is understood that this wine will be particularly prominent in the promotion of 9 awards, including 5 gold awards, 4 silver awards. Including the gold medal for the prestigious award of the Bordeaux Wine Grand Prix.
When talking about this issue, Wang Dehui also gave the wine company four suggestions:
First, don't think that after you win the prize, your product will sell well. The award is only one of the reasons for consumers to buy and choose, but it is not a direct causal relationship.
Second, don't start to increase the price once you win the prize. The price seems to be related to the award, which is essentially caused by the relationship between supply and demand. Feel free to raise prices so that consumers don't approve of you, and the result is worse.
Third, we must pay attention to the true gold content and authenticity of the selection event. Sometimes consumers may not understand it, but the industry understands it.
Wang Dehui pointed out: The award is only a means, not a purpose. Companies must improve product quality, but not to improve quality for the sake of winning, but to better face consumers.