Penfolds red wine, how is it so famous in recent years?

I think you still have a lot of questions about Penfolds.

For example, why has Penfolds become more and more famous in recent years?

Some time ago, I wrote an article "How Penfolds Red Wine Becomes Popular in China", which tells the story of how Penfolds became famous in China.

However, as the saying goes, "a hundred flowers are not red for a hundred days, and people are not virtuous for a thousand days." In such fierce market competition in China, new gadgets emerge one after another every day, so how can Benfu red wine be more popular?

Isn't that strange?

In fact, for those of us who are engaged in the wine industry, it is also very puzzling. "Every year, a large number of wines flood into China. How can the popularity of Penfolds wine rise instead of falling? "

Moreover, the price war of other wines there is in full swing, and here, Penfolds is still quietly raising prices.

"Ben Fu is so famous that the price has gone up again. Zheng Xiaota, what's the matter? " At dinner, friends who do business always say this.

In my opinion, yes.

Have you ever heard of a sociological term "Matthew effect"?

The strong will always be strong, and the weak will always be weak.

This is vividly demonstrated in Penfolds red wine.

In recent years, the overall brand effect of Penfolds has become more and more obvious.

Do you remember how I made Penfolds red in China? "said:

Penfolds is an unforgettable name, named after its numbers, red festive appearance and neat and unified brand image, which is a major reason for its overwhelming success in China.

So, after years of preparation and accumulation, it seems that the plane has been taxiing on the runway for quite a long time before taking off.

Until recent years, Penfolds red wine reached a certain speed, took off vertically and flew in the air, showing great brand advantages and high popularity.

After entering our sight, it became "how is Penfolds so famous!"

Therefore, in Luo Zhenyu's words, it means "doing something valuable and waiting for the return of time", and Penfolds Red Wine is waiting for the return.

There are two well-known imported wine brands in China, besides Penfolds, Lafite.

Other imported wine brands, only in local areas and people, can not form a national momentum.

However, in my opinion, Lafite's popularity in China is declining.

I am deeply touched.

Because, as soon as I write the article "Ben Fu", I can read more than 1000 in half an hour, while writing "Lafite", I only read more than 1000 in one day. This contrast gap is too big.

Or, let me compare the brand building of the two, and you will have a conclusion in your heart.

All the wines under the Penfolds brand are marked with the red Logo "Penfolds" with an inclination of 30, even Koonunga Hill in Kelanshan, which costs 60 to 70 yuan, is no exception.

As soon as consumers see the conspicuous "Benfu", they know that it belongs to the "Benfu family".

Some friends' love for Penfolds 407 and 389 will also be projected on low-end wines like Kelanshan, which will drive the sales of other Penfolds.

Where's Rafi?

In fact, Lafite Legend Legende (pictured below), Lafite Collection Reserve Speciale, and Basklos Voskos of Chile, etc. All of them belong to the same company as "Big Lafite" and "Little Lafite"-Lafite Rothschild Group.

But on the wine label, they are only associated with "Big Lafite" and "Little Lafite" with the symbol of "Five Arrows".

As a result, there has been a phenomenon of "making an oolong".

Many people see the legend and collection of Lafite, and there are "Lafite" in Chinese names, but there is almost no obvious word "Lafite" on the wine label, and they are puzzled. Is this a fake Lafite?

This misunderstanding is endless, which greatly drags down the sales of these "Lafite".

Let's look at the cartons of all kinds of wines in Penfolds. They are all red.

But the "Lafite family" still belongs to each other.

It is easy for us to understand that in brand building and brand marketing, Penfolds red wine is always promoted and packaged as a whole, and the brand effect of Penfolds can be accumulated to the greatest extent.

Lafite, also a famous brand, has its own brand. Without a unified brand image, the overall brand effect of Lafite cannot be formed. Then, its influence will stop or even decline gradually.

Well, that doesn't count.

In recent years, Penfolds red wine has been popularized in China.

For example, Duan Long, a famous actor, was invited as the spokesman of Benfu to show his image of "combining rigidity with softness".

Like high-end brandy brands such as remy martin and Hennessy, high-end restaurants and hotels in China will invite high-net-worth people to hold wine tasting parties.

There is also the title of the Beijing-Shanghai high-speed rail line, which promotes the Benfu brand through LED screen display at the station and car broadcasting.

All this revolves around the brand image of "Benfu" and pushes the popularity of Benfu red wine to a new height.

It can also be said that among the imported wine brands in China, the popularity of "Penfu" has ranked first.

Last time I had dinner with the owner of a real estate company by the West Lake, he talked about the reason why he liked to treat people with Penfolds.

"Zheng Xiaota, treat, wine is famous, it is best to have three prices of low, medium and high, and the variety and taste are rich enough to choose different wines according to different guests. You see, these Penfolds can provide, so I like to use them to treat people. "

In my opinion, this is why Penfolds is more famous in China.

Today's Penfolds brand is a big family.

From several Penfolds in190' s, to more than a dozen wines later, and now to dozens of Penfolds, there are more and more kinds of wines, which can meet the needs of consumers in various occasions.

Penfolds 407 and 389 can be used for high-end business banquets, and Penfolds 707 or Penfolds Gramsci can be used for higher-end business banquets.

Friends usually drink Penfolds 2 and 8 at dinner. If they are better and closer, they will entertain Penfolds 28 and 128.

Some female friends think red wine is a little astringent, so they can try Penfolds Porter's "sweet red wine" or drink Penfolds dry white wine.

Anyway, Penfolds can satisfy what kind of wine you want to drink and how much you want to treat.

In this way, the popularity of Penfolds cannot be higher and higher!

More importantly, Penfolds, or its parent company, Fuyi Group, began to develop wines suitable for the China market according to the preferences of China people.

This is even worse!

Knowing that China people like red celebrations and understand the drinking habits of wedding banquets and birthday banquets in China, Penfolds teamed up with COFCO to launch Penfolds Max's on 20 15, which was all red and quickly became an explosion.

Knowing that there is a huge group of liquor consumers in China, 20 18, Penfolds launched Lot. 5 18 mixed red wine with white wine, so there was a figure of "Ben Fu" flying around Maotai and Wuliangye at dinner.

Knowing that China people like the romance of French champagne, on 20 19, Penfolds launched champagne jointly with French champagne master Zhuang Tingnuo Thiénot, so that both men and women can have Penfolds when dating.

In fact, this is also the reason why Penfolds is more famous in China. Is "grounding", know what China people like, and then satisfied.

Technically speaking, Penfolds has done a good job in "localization service", so the China market will naturally give Penfolds great returns-money and reputation.

This is the same as KFC's practice. Why does KFC have 6,500 stores in China (end of 2065,438+09), and its development speed is much faster than McDonald's (3,000)?

Because KFC is also a master of grounding gas, it will push old Beijing chicken rolls, rice, lean porridge and fried dough sticks, which are all traditional foods localized in China.

And McDonald's, after coming to China for so many years, has it promoted China specialties?

When I take the intermediate sommelier course, I will focus on the analysis of the brand "Benfu" because it has a lot to learn from.

Of course, students also like to listen. After all, Zheng Xiaota graduated from marketing, and working in an investment fund can screen out a lot of valuable information for everyone.

However, don't forget that there is a heavyweight hidden in the Penfolds family-Penfolds Granci.

Penfolds Granci is known as the "King of Australian Wine".

Since1960s, it has been famous as a symbol of new world wine.

Penfolds red wine, the "Australian wine king", was originally highly respected all over the world.

Especially in recent years, in China, more and more people know something about wine, and people began to be surprised to find that there was an "Australian wine king" hidden in the original "Penfolds" red wine, which greatly enhanced the status of Penfolds.

Of course, the platform of Penfolds Gransch also makes Penfolds wines more marketable, even the cheap Colanshan red wine.

As a friend of mine said, "Whether it's Clanshan or Bin 389 or 407, it's all Penfolds red wine, which belongs to the home of Australian wine kings. Drinking is also a kind of enjoyment. "

As a result, under the endorsement of the aura of "Australian wine king", Penfolds red wine began to start a prairie fire from a single spark.

Penfolds is also a symbol of Australian red wine.

In recent years, Australian wine has developed rapidly in China market, and even French wine has been pulled down to the first place in 20 19.

One reason is that Australian wines have a price advantage in China.

20 15 February 20th, 15, China and Australia signed a free trade agreement (FTA). Since this year, the tariff rate of Australian wine imported from China has been decreasing year by year, and it was not until 20 19 that it was reduced to zero tariff.

Now, you should understand why so many Australian wines (including Penfolds) have flooded into the China market in recent years!

Zero tariff has made the cost drop again and again, which has become a major advantage of Australian wine.

Zheng Xiaota: I also have a wine company that sells French red wine and Australian red wine. So I am well aware of the impact of changes in national policies (tariffs) on product sales.

The same quality, one sells 150 yuan and the other sells 120 yuan. Consumers must choose the latter, so the reputation and influence of Australian red wine have improved.

As an Australian wine, does Penfolds follow suit?

At the same time, the Australian Wine Authority, as the official department of the Australian government, promotes Australian wines all over the world, especially in China.

Therefore, with the popularity of Australian red wine in China, the status and reputation of Penfolds, Australia's oldest wine, naturally rose.

More importantly, however, there is an Australian national policy that has a far-reaching impact on Penfolds' reputation in China.

This is unknown to many people, including people in the wine industry.

Australia's immigration policy, especially 188A investment immigration regulations.

To put it simply, starting from 20 10, China people who want to immigrate to Australia can acquire Australian citizenship by selling10.5 million RMB of Australian goods every year.

These Australian goods can be agricultural products, dairy products, medicines, wine, cosmetics, and even UGG snow boots, as long as they make up 1.5 million goods.

As you know, after 20 10, due to some political factors, many Australian entrepreneurs and rich people chose to immigrate to China. Therefore, the adoption of the Australian Immigration Ordinance 188A has become the first choice for wealthy people in China to immigrate to Australia.

When choosing 6.5438+0.5 million Australian goods, many rich people choose Penfolds red wine (of course, they can also choose other Australian red wines).

On the one hand, at that time, Benfu was already famous in China, and he basically didn't want to sell it.

Secondly, they usually need red wine for dinner, and even if they can't sell it, they will have face when entertaining.

This led to the emergence of tens of thousands of "Penfolds Dealers" in China in just a few years after 20 10 to sell and promote Penfolds red wine.

More importantly, these China people who immigrated to Australia are "middle class" and "upper class" all over the country. They usually deal with and play with rich and important people.

In their respective circles, once they make great efforts to publicize, the fame of Penfolds will be in full swing.

I have some friends and students in Hangzhou who are also Australian immigrants. They have their own main business, selling Australian red wine by the way, and some friends are immigration agents. They often tell me these unknown Australian stories.

When I first heard this, I sighed, "Ben Fu is so lucky!"

Coincidentally, it caught up with the wave of China emigrating to Australia, and it broke out in China.

Of course, you can also look at this passage as unofficial history. I don't think the officials of Penfolds will like this statement.

Zheng Xiaota used two articles with more than 10,000 words to tell the story that Penfolds Red Wine started in China and became more and more famous.

In fact, for the current Penfolds red wine, there are still some troubles.

Too much fame indirectly leads to low cost performance of Penfolds.

How can I put it? A bottle of Australian red wine of the same quality may cost only half of Penfolds.

Or put it this way, you bought Penfolds because of its brand effect, because Penfolds is already a famous brand.

As my friend in Guangdong told me, "Zheng Xiaota, don't give Lv He to your girlfriend. The quality of my bags here is much better than theirs, but the price is only a quarter of theirs. "

Around 20 18, several winemakers are still wondering whether Penfu 407 will rise to more than 1000 yuan in five years. It is really possible to see this situation now.

In recent years, Peng Fu 389, 407, 707, Gramsci, etc. These mid-to high-end Penfolds have gradually acquired the taste of some big-name luxury goods.

Finally, don't become "drinking wealth is drinking fame!"

I don't think this is what Penfolds winery wants to see.

There's another one. Penfolds is becoming more and more famous, but domestic dealers are reluctant to sell it.

What's going on here?

You want to!

If you are famous, you will not worry about not selling it; No shortage of sales, the brand is strong; A strong brand will not lead to high profits for dealers, which is such a logical chain.

Anyway, for brand manufacturers, my products are not difficult to sell. Why should I give you so many commissions and rebates? I might as well earn it myself.

So, it creates an interesting scene.

Dealers are always angry, selling Penfolds red wine, having no money to make, and don't want to sell it.

Customers keep asking, "Do you sell Penfolds here?"