In Shanghai, Zhang Wei Yi Jia Xinan sales district manager’s desk, arrayed an integral Duijiang leaflets: As of December 23 in three months time, consumers can filled with 20,000 points can get a Samsung camera. “We found that the camera has already been obtained,” and Zhang Wei told reporters, pointing leaflets, each spending a bottle of “Chivas Regal 12 years” to get 100 points??? That is, in two months time, Chengdu, consumers have been consumed in the bar 200 bottles, “Chivas Regal 12 years” to pay the drinks for the 66 thousand yuan.

This is just a case. Just three years, should add a unit of Chivas Royal Salute, Martell and other wine bars in Chengdu accounted for more than 60% wine consumption. Walked into the bar you might not know these data, but Chivas against the crazy drinking green tea which shares the trend has become a fashion, booze beer signs have become outdated. Chivas such a grand occasion, Zhang Wei believes that they have found a “clever guy.”
Fashion Open?? “Wine + tea” as bar iron rule

Zhao Lu this is a “clever fellow”, Chengdu, Chivas is the first versus the green tea, because this time, “a quick mind,” even the empty bottle into bars to create the largest Chivas stores, “the largest one day sell more than 130 bottles. ”

Zhao Lu bar has been doing for 17 years, and is the first bar owner in Chengdu. 3 years ago, he starts with the “empty bottle” beer is no longer main attack, but the shift of wine sales and became the first foreign wine market in Chengdu.

“At the time of the bar sales situation is this: absolute main beer, Heineken and Carlsberg alcohol consumption accounted for 85%; followed by wine, about the proportion of 10%; Finally, wine, share only about 5%.” Resolutely In the “empty bottle” to do wine, because Zhao Lu saw drinkers “health drink” concept, “After all, beer, drunk, fat belly bigger is the reality that” After three years of change, “Air bottle “The current proportion of alcohol consumption were: 75% wine, beer 15%, wine 10%, while this ratio is basically the ratio of consumption of liquor bars in Chengdu,” wine market, is basically seized from the hands of beer The. “journalists in the survey also found that some of the major beer companies do bars have acknowledged that nearly three years, beer sales in bars is not satisfactory.

The beginning of business or have a wine bar, that is, how liquor sales? Zhao Lu thought of the taste dilution, to 40 degrees wine Riga Coke, Sprite, green tea, black tea, green tea was favored by the market, began as a spontaneous fashion spread. Drinking in health driven by the concept of “empty bottles” Chivas against the green way to become a fashion, bar backward we have come to learn. Now, in the bar industry, “would drink Chivas’s, a bottle of Chivas 6 bottles must be against the green tea, green tea, but also Master Kong”, it has become an iron law.

Manufacture of fashion, and then selling products, error estimation that this is their target for 25 to 35-year-old consumer group with the successful marketing of the Road. However, so that Chivas against the drinking of green tea a trendy, whether it is a subsidiary of Pernod Ricard should add, or bar, need another hurdle crossed: “That is the price someone can afford.”

In fact, the wine should not be treated as early as 1992, had entered China, was aimed at the social elite, the price very high. It is the figure often appears in the nightclub, not the bar. “5 years ago, we began to target the re-location, select the young people, have spending power and desire for consumption of young people.” Zhang Wei has Pernod service for 10 years, back in 1999, Pernod Ricard believes that the conditions for young people can afford to be mature consumer. Two years later, in 2001, China’s successful accession to WTO, this means that China will abolish the import quota of wine, tariffs would be greatly reduced. With this opportunity, in 2002, are advised to open an office in Chengdu, and brought hundreds of wine resources, is also the year, “empty bottle” opening.

Sichuan liquor department of information show that China’s accession to WTO, the import quota of wine has been canceled this year, 65% of the import tariff to 14%. Officials explained that the wine before entering China, in addition to 65% of customs duties, consumption tax of 25%, 17% VAT, three consolidated tax rate of around 150%. CIF bottle of wine is 150 yuan, 225 yuan or so taxable, plus a certain profit vendors in the market could sell about 500 yuan, while tariffs have been reduced, the price could become 300.

At the same time, Carrefour shopping center in Chengdu Chivas bottle sells for 171 yuan, as Carrefour opened a global procurement system, so the price close to the CIF, but the bar sells for 330 yuan (plus six bottles of green tea) , during which there are still large profit margins.

Market Surge?? Chivas 1.7 Million Per Day Exclusive Liu Cheng

“Empty bottle” push “against the green wine”, the wine really large sale, or benefit from the booming industry of Chengdu bar. A wine bar in the survey company information Chengdu: Chengdu, more than 1,000 large and small bars, the average daily consumers of each bar is 200 people. “This bar consumers or consumer groups than the bars in Beijing is also large, nationwide, Chengdu, the overall size and level of the bar, ranked sixth in the nation, ranked only in Shanghai, Beijing, Shenzhen, Xiamen and Guangzhou after.”

“Chengdu is a very interesting market,” Zhang Wei repeatedly emphasized to reporters. Currently, Chengdu’s wine bar has dozens of varieties, the amount of only a few, but Chivas accounted for 60%, “This idea comes from the consumption of Chengdu people.” Zhang Wei that the leisure of Chengdu people calm state of mind, because confidence in the future, so dare to consumption. Although unwilling to disclose the sale amount Zhang Wei, but the industry assessment, in accordance with the Chivas sales momentum in sales every month should be more than 30 million yuan. Based on this data, together with Zhang Wei Chivas revealed 60% of the total wine calculated as a percentage, Chengdu monthly wine consumer market up to more than 50 million yuan, the average daily consumption of wine in Chengdu 1.7 million yuan!
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Significantly lower prices as tariffs, price cuts into the wine bars of Chengdu Chengdu, more than one thousand bars around the market average, each family received 200 visits a day bar, bar consumers or even bigger than the Beijing

Fashion “Chivas against the green” manufacturing health drink fashion, also manufactured Chivas 60% market share
Interview postscript?? Worth and liquor draw

For the success of wine in the bar, the relevant competent departments think it is worth learning Sichuan spirit. It is reported that a bar popular whiskey, vodka and other wine, spirits belong to 40 degrees, close to wine taste and Sichuan. In some bars, Sichuan liquor has also been added, the same way against the green tea, cola drink, and has been recognized by many foreigners. It is understood that after the brewing process as our spirits, reach a higher level of technology are required, so a Duiru Sprite, Coke or ice, there will be chaos phenomenon, but now, with advances in technology, this situation has entirely different.

Competent authorities in Sichuan liquor and liquor delivery to the ideas of the time, Zhang Wei told reporters that the next step Pernod Ricard’s wine brands will increase their business over the end of the marketing efforts and restaurants, more than 700 yuan a bottle of Blue Ribbon Martell has entered Tan’s official food, wines and spirits in China to stand together. Zhang Wei also said the next step, and a Polish vodka called “DITA” lady fruit wine and liquors, will be pushed to the forefront of Chengdu.

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