From 2006, Custer directly in domestic sales, began in ZhangYu and for the market. Thus, after sales in China

ZhangYu borrow foreign soldiers and samples

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Introduction: recently, the ZhangYu group to introduce foreign high-end products for the foreign soldiers, and high-end market occupy.

In fact, ZhangYu group, the world's largest wine with enterprise, France Custer Company had a "unpleasant experience of cooperation. Finally ZhangYu bypass in domestic firms themselves. The ZhangYu with many international group plans to introduce foreign wine alliance, and build a multinational forces in the market for GongChengLveDe. ZhangYu and borrow foreign soldier will miscarry, again?

Borrow foreign soldier

Recently, ZhangYu group with four chateau wine bordeaux, France and praise, east-south France and Italy in Thornton chateau wine pioneer ZhuangSanDa giants Sicily formally establishing seven strategic alliances, and to develop China market.

According to the agreement, the alliance will get three ZhangYu, chateau wine in China and intellectual property and selling, each wine in China for at least 1000 yuan of above.

ZhangYu group is the largest wine producing enterprise, the annual sales of more than 50 million yuan.

The vice general manager of marketing ZhangYu charge SunJian says, in recent years, the global trend of surplus wine, every year there are millions of tons of wine for the sale. China is the world's few years of double-digit growth in the market. But the domestic advanced market was remy Martin, hennessy etc foreign brands firmly in control.

With the international wine giant -preempt high-end market, the path to low-end development, China ZhangYu, Great Wall, imperial major wine from the low end the market of enterprise is. In recent years, although ZhangYu, Great Wall, imperial succession such domestic well-known brand to high-end market, but it has been difficult to really prior to high-end market both at home and abroad.

Thus, ZhangYu group, a judge and enterprises can enjoy wine ZhangYu high-end market, can block the trend in China, foreign alliance with them instead ZhangYu to share the high-end market this tempting cake. Understood, January 2009 - July, China mainland bottled wine imports to 4.51 myriad litres, 42.8% year-on-year growth.

ZhangYu ZhouHongJiang manager that the three companies a choice because its products for Chinese market, taste is the three foreign brands with top wines to rival.

In order to find a suitable to China's consumer tastes and fight with top foreign wine, ZhangYu group in Europe top partner selection. Two of France has royal descent commercial zhuang's manor.

The vice general manager of marketing ZhangYu charge SunJian said, ZhangYu had direct purchase foreign business ideas, but compared with the acquisition of high input, once approved, the wine is not market risk is too big. But the foreign soldiers and can be realized through a "dual".

Through the high-end realize internationalization, has been ZhangYu internationalization path. In domestic market, ZhangYu group can one another for domestic and international brand to high-end market. And when ZhangYu into a new foreign market, if cannot satisfy the high-end brand market demand, the wine can be GongChengLveDe...etc.

ZhouHongJiang told xinhua, the chateau, three ZhangYu alliance is a kind of new mode of cooperation. It is the biggest and the agent is different, ZhangYu co-branding directly in France and Italy, and wine in China with its intellectual property and the permanent representative.
Previously, the European tradition winery in original ideas, stick on the descent of traditional manufacturing technology, and perfection. But the arrival of the era of globalization, the brand, the market makes them a great idea.

Bordeaux wine, the President praises and pat Mr. Brooke: "with the Chinese consumers to deepen understanding, Chinese wine future will become the world's largest wine market. ZhangYu is also a century-long enterprise, has the profound cultural background and rich experience in the market, this is we choose it as a partner in China market."

Investments "double-edged sword."

ZhangYu wine makes conquered by soldiers of the high-end market, but any tool is a double-edged sword. Since our company cooperate with foreign giants are mostly "technology in the market" or OEM (OEM) mode, but these two modes of the final result is often the loss of market.

In fact, the wine will witness the costa ZhangYu group is a pleasant multinational "marriage".

In 2001, the world's biggest wine giant ZhangYu and joint venture firms, France TouJian ZhangYu the winery ZhangYu, costa ZhangYu became the most firms of high-grade wine.

In recent years Chinese wine market with each year into forecasted, wine consumption growth more than 15% in China market, ZhangYu Custer had consumer acceptance. Here are no longer satisfied with the current ZhangYu through indirect gain. In 2004, ZhangYu group restructuring, hoping to get its holdings in Custer local government declined. From 2006, Custer directly in domestic sales, began in ZhangYu and for the market. Thus, after sales in China ZhangYu Custer brand largely became the first foreign capital to enter the Chinese market.

Had a harrowing experience in a joint venture, ZhangYu introduction, and New Zealand wine before kelly chateau wine into small pilot. Results, the cooperation of both sides obtain good effect.

"The three ZhangYu and wholly foreign-owned enterprise cooperation, carries on the comprehensive risk assessment, and the cooperation, kelly Custer winery experience." SunJian said at the beginning of the cooperation ZhangYu got wine in domestic permanent intellectual property and the franchise. ZhangYu group not only can use foreign brands, trademark, and all the intellectual property rights in China by ZhangYu registered in China. Such trademarks and the market will grasp ZhangYu in hand.

Due to limited, three chateau scale year productivity in 30-40 million bottles of wine, ZhangYu plans through the years high-end market opening of internationalization, the alliance will drink wine, a whole digestion ZhangYu as the core of the community of interests in brand, technology and marketing, ect.

At present, ZhangYu has formed a vanguard international company, hired more foreign sales personnel. Pioneer in high-end course goal orientation, is in 3-5 years, reach 5 million yuan, the year sale become China's largest professional wine agent.

A senior Chinese wine institute expert thinks, since in many foreign cooperation projects, most key of brand and the market by the total control, Chinese foreign processing workshop just as. ZhangYu will follow through wine, and of their market share, from foreign ZhangYu become the production and processing. But, experts have warned that ZhangYu wants to borrow foreign soldier for its use of intellectual property and must be able to control the market sales leads, to avoid the risk of foreign soldiers.

However, ZhangYu lend wine also is only temporary soldiers get high-end market means, ZhangYu ultimate aim is hoping to be independent brand into the high-end market. ZhangYu authorities revealed that future wine in China is introduced, the original bottle, although there ZhangYu "emblem but recommended" etc. Professional In addition, ZhangYu also launched centenary brand, will start its cellar products to high-end market penetration.
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