Author: Lockshin, Larry
Abstract: The growth of wine sales in China is causing a kind of myopia in many wine producing companies, regions and countries. Many are reducing efforts in traditional markets to focus on China. Companies are not taking the time to choose the proper route to market and are only superficially adjusting their tactics to Chinese culture. According to the author we’re making some mistakes in our enthusiasm to crack the Chinese market. The article discuss the importance of learning from these mistakes.
Publication: WBM. Australia’s Wine Business Magazine, May 2014, pp. 58-60