Graeme Chipp
With UK and US markets becoming increasingly problematic for
Australian wine exports, the Asian market will become ever more
important.
Mainland China and Hong Kong projected to become the eighth
largest wine market in the world and represent over 60% of total
Asian wine market consumption, the Shanghai Expo is a fabulous
marketing opportunity for Wine Australia.
It is estimated that over 70 million people will visit the Expo
over its six months through to October this year. The vast majority
of which will be local Chinese. Of these visits, around 7 million
will be to the Australian pavilion - that's over 38,000 net
impressions a day, over its six months.
With this in mind, my visit to the Shanghai Expo the week of
opening was accompanied with anticipation of seeing how we would
showcase Australia to the world. It represented a chance to visit
almost every country from around the world in one place and observe
how each pitched themselves to international markets. And in this
context, how Australia presented key industries such as wine to
this important regional and developing market.
Having spent 2 days at the Shanghai Expo, I left with the
feeling of an opportunity missed with the Australian Pavilion.
I experienced a (well presented) showcase of Australian history,
a technically expert audio-visual presentation in mandarin with
cartoon character kids espousing the virtues of Australia. As the
'blurb' states, "Australia is a land of imagination and innovation,
helping lead the way with smart solutions for our urban future".
Clever but was this really aligned to our current Australia
Unlimited message launched recently? But maybe that's another
story.
I left the pavilion via a retail space with a kiosk to one side
selling pies and drinks. And this is where my disappointment
started.
What was the point of the Australian pavilion at the Expo?
Are we seeking to promote Australian Tourism to our Chinese
friends? I don't wish to undervalue the importance of a growing
affluent Chinese tourist market, however, what about our fabulous
food, wine and produce?
Apart from the obligatory stuffed koala and kangaroo t-shirts,
the retail shop displayed sheepskin rugs (a most popular item among
visitors when I was there), opals and special ointments as key
categories on offer!!
Where was our fabulous $6 billion Aussie wine industry
represented? Really? Didn't anyone think this was a chance to
showcase and educate local Chinese consumers?
My questioning of 2 industry leaders confirmed there are behind
the scenes Trade events showcasing Australian wine but as far as
the Chinese consumer is concerned there is no Australian wine
experience!
Let's compare the Australian pavilion to the Chilean pavilion.
Enter to the sound of live music and after completing the tour of
the country's showcase you have the option to sit in a theatrette
and be educated on Chilean wine. The theatrette was two thirds full
of locals whilst I was there. Each person left with a free tasting
ticket, which could be redeemed at the bar where the range of wine
labels was on display. Drink, enjoy and purchase Chilean wine! All
while being entertained by an attractive local singer on piano. If
you get to the Expo, go to the Chilean pavilion. It's a nice nook
in a very big Expo space.
More investigation during my travels revealed Chile has had some
success in getting their wines listed. Not only in the big cities
but also in the provinces. Apparently, competing countries are
sneering that they are pitching 'too low in price'. But my local
intel suggests they are smartly building distribution based on
relationships and trust. Look out! The game may soon be over before
it's even started.
Let's hope with five months to go that some repairs can be made
to the Australian pavilion at the Expo. Certainly the design allows
more vibrancy to be delivered at the entry/exit point. Bring on
wine and song! And with it, some real commitment to this important
future market for Australian wine.
Caveat - The author's observations are those as
experienced by a visitor to the pavilion. If wine was featured, it
certainly didn't stand out to this visitor despite the
searching!