Analysis of Custer Road to China.docVIP

 PAGE \* MERGEFORMAT 4 Analysis of Custer Road to China A great topic, as the two engaged in the domestic wine market a few years, recruits only from the record levels of self-awareness Glimpse of view. In recent years, with the Chinese consumer attitudes, customs, and promotes the interests of traders and other factors, foreign wines have on stage, in which Custer was the most eye-catching. Even to the point of the rampant, but can not deny that his great success. Filed Custer, first of all he is a French group name, to operate the property and known for wine, where wine is mainly acquired Chateau Bordeaux region of France (French Official AOC-producing areas, is recognized as the world’s best wine region, and Latin America Philippines and other column-level names are out of this village), their brewing and marketing. With the hot-selling French wine, especially China From EMKT. and a number of great consumption potential market access, Castel Group, the supply of alcohol from the original in the world, ranking fifth and second in Europe became Europe First, the world’s first (ranked the world’s first supply of alcohol is the U.S. Constellation Group, the Group has in cooperation with Xiamen C amp;amp; D). Custer in the Chinese market study of its reasons for the success during a short, it is easy to see: (Currently foreign wines in the Chinese market need to address the ‘three big mountains’ - the brand, channel, promotion. To see how to maneuver during which Custer) ‘Borrowed boat’ - and the Chinese industry leaders Zhangyu marriage, so as to solve the problem the brand landing. This is because wine is not a Chinese tradition of consumer goods, also affected by cultural differences and the concept of spending habits and consumer and other constraints on foreign wines have been half-hearted. Changyu previous successful cooperation with the brand so quickly with a high profile Custer appeared in front of people, and sought after by the industry. Of cours