There has recently been industry buzz about the possibility of China becoming a significant market for Australian wine. The question is, can Australian wines help grow this market, and attain significant market share with the same branding that they use in the Australian market?
Key differences amount to a lot. The Chinese market is not as familiar with wine, and they are new to the culture of wine tasting and wine connoisseurship. In addition to that, there are key cultural differences that really need to be taken into account when placing any product or service into another country. Its best summarized by the very famous McGraw Hill ad, shown herewith. Its plays to the fundamental, deceptively difficult questions asked and answered within any branding assignment;
- Who are you?
- What do you stand for?
- What makes you different?
- Why should I choose you?
Mr Tam, an Australian who's lived in China for the past 20 years and advises Australian wine makers on how to enter the Chinese market, points out the difficulties involved. "Selling a unique message is so important, and to be honest I think most people don't have one. Cultural communication is the difference between people remembering your brand and remembering someone else's brand."