Pernod Ricard, a foreign wine giant that operates Martell, Chivas and other brands, has recently made frequent moves in the Chinese market.
Xiaoshidai noticed that since June this year, Baole Lijia China has opened the world’s largest Martell duty-free boutique in Haikou to increase the tourism retail channel; Next, invest in daily Heiqiao to explore the business opportunities of China’s new consumption track; At the same time, it also increased cross-border cooperation, including its golden wine brand Monkey King 47 co branded fashion brand Bape, etc.
The latest “big move” of this world-renowned spirits and wine group is to show its brands at the second China International Consumer Goods Expo, which officially opened in Haikou yesterday. This is the second year in a row that Pernod Ricard China has participated in the exhibition.
Pernod Ricard appears at the 2nd China International Consumer Goods Expo
“The consumer Expo provides us with a valuable opportunity to let consumers know about our products from all over the world and promote trade sales. We hope to use a rich and diverse product portfolio to meet the growing consumer demand and unique taste of Chinese consumers. For example, we brought Martell blue ribbon with new packaging, and church road Qiantu wine introduced from China last year.” Jerome cottin bizonne, managing director of Polaroid China, told the snack generation today.
In the communication with the snack generation, he further talked about the latest measures taken by Baole Lijia to lay out the Chinese market, as well as the new ideas to seize the current opportunities in the Chinese market. In the post epidemic era, China is one of the markets with the strongest growth of Polaroid, and it is also delineated as one of the four “aspiring” markets.
保乐力加中国董事总经理郭斌臣
Let’s pay attention.
Overweight retail
The foreign wine giant said at the consumer fair that it would continue to increase its size and expand its retail territory.
Among them, “tourism retail” is one of the key points. In a notice released yesterday, baolelika mentioned that with the construction of Hainan free trade port, Hainan’s tourism consumption market, which takes the tax exemption of outlying islands as the engine, allows global enterprises to find business opportunities. “In the past two years, offshore duty-free shopping has reached 90.6 billion yuan and more than 12million shopping tourists, showing the great potential of this market in Hainan.” Guobinchen said.
“In the context of the construction of the free trade port and the rapid implementation of relevant policies, we deeply feel the vigorous development momentum and the constantly optimized business environment, which provide a huge opportunity for baoleli jiajiajia retail track and further development in China.” He said that Pernod Ricard has been continuously expanding the business of tax-free channels in Hainan.
Xiaoshidai noticed that in January 2021, Hainan’s first Martell duty-free boutique opened in Sanya. In November of the same year, Pernod Ricard opened its first cross category boutique in the tourism retail field in Haikou – “Pinwei Shangyi Pavilion”, which displayed and sold a series of cognac and whisky products.
Baolelika’s first cross category boutique in the tourism retail field: Haikou “Pinwei Shangyi Pavilion”
Just last month, Pernod Ricard global travel retail opened the world’s largest Martell duty-free boutique in Haikou Riyue square’s Haikong global boutique duty-free city. Haikong global boutique duty-free city is operated by state-owned enterprise Hainan Development Holding Co., Ltd. and supported by a joint venture established by Alibaba and dufry.
This is also the latest attempt on the offline retail space experience of Pernod Ricard China.
The company said that the 140 square meter store will bring “a new immersive, interactive and personalized shopping experience” to customers through diversified high-tech artificial intelligence. Customers can experience virtual and physical retail elements in the store, including digital sales units, personalized product customization, VIP tasting opportunities, and the interactive function of “Martell contactless tasting”.
The world’s largest Martell duty-free boutique in Haikou
Perhaps the most novel thing for customers is “contactless tasting” – which will be interacted with by robot bartenders. It is reported that this experience guides customers to browse Martell’s product series and provides personalized tasting suggestions according to their preferences. Then, Martell robot bartenders will select and make pure cognac, iced cognac or cognac cocktails for customers according to recommendations. This is also known as “the industry’s first artificial intelligence shopping experience” by Polaroid.
With the arrival of the era of consumption upgrading, the new retail development mode of online and offline integration has gradually become a trend. In addition to the traditional retail and ready to drink channels, this foreign wine giant is also actively exploring new retail models in China. At this consumer Expo, pololica “moved” three new retail exploration spaces, including the wonders of drinks & Co, L’Atelier Martell and Le cercle bottle club.
At present, in addition to the world’s first retail flagship store of polycar, drinks & Co, which is located in Shanghai, polycar also has Martell cognac family retail flagship stores in Shenzhen and Guangzhou. In addition, in Xiamen and Dongguan, speiser’s flagship stores of inspiration whisky have also opened one after another, meeting the growing demand of consumers for high-end malt whisky products through diversified experience.
Wonders of drinks & Co
In addition to new retail, Pernod Ricard is also creating “happy moments” for consumers to experience more wine through various innovative forms.
“For a long time, our comprehensive product portfolio has cooperated with other well-known catering brands for many times to bring fresh compound taste experience.” Guobinchen said to xiaoshidai that absolute vodka and no coffee, bifida, seesaw and Twinings have launched joint activities.
He added that Pernod Ricard not only focuses on food and beverage categories, but also provides consumers with a richer gathering experience through cross domain brand cooperation. For example, at the end of June this year, monkeyking 47, a subsidiary of Polaroid, partnered with fashion brand bape to launch joint branded products including limited bottle gin and capsule series (street clothes and skateboards).
When asked about the performance of Polaroid China in the first half of this year, guobinchen said that in the short term, the epidemic has indeed brought some challenges to the company’s business, such as restrictions on logistics and ready to drink places. “But thanks to our extensive urban strategic layout and omni channel retail layout, our business still showed strong resilience during the epidemic.”
Xiaoshidai introduced that in the first three quarters of fiscal year 2022 (July 2021 to March 2022), the sales volume in the Chinese market still increased by 12%, an increase of 36% over the same period in fiscal year 2019 before the epidemic; Among them, the sales volume increased by 8% from January to March 2022. In terms of brand, Martell’s sales in China were “active” in the first three quarters of fiscal 2022, and the development of Granville, royal salute and absolute vodka “continued to remain strong”.
On site visitors of the consumer goods Expo participate in Martell tasting activities
“In the future, based on our user first initiative, we are confident to maintain the growth momentum and constantly adapt to market changes and potential fluctuations caused by the epidemic.” Guobinchen said to xiaoshidai.
Opportunities in China
From building the first whisky distillery in China to investing in cutting-edge consumer brands, this foreign wine giant is increasing investment in China in many ways to seize the growth opportunities of the Chinese market.
“We have been committed to developing our business in this broad market in China for a long time. With the corporate vision of ‘creating and enjoying a happy gathering’, after more than 30 years of development, we have developed from a simple trading company to today’s comprehensive company, including diechuan, Helanshan distillery, and Chuang and enjoying a happy gathering investment.” Guobinchen said.
Last year, Pernod Ricard officially opened its diechuan malt whisky distillery in Mount Emei, Sichuan Province. “We hope to use exquisite brewing technology to create a unique Chinese whisky culture, and rely on our mature local and global network to bring the iconic malt whisky to the Chinese and world stage.” Guobinchen said.
Diechuan malt whisky distillery
Pernod Ricard plans to invest 1billion yuan for diechuan malt whisky distillery in ten years. The company had previously told xiaoshidai that malt whisky has great opportunities in China, so its competitors are also following, and Pernod Ricard hopes to become a clear leader in the market. In 2021, the total import scale of whisky category increased by 43.9% year-on-year, and the total amount increased by 92% year-on-year.
Guobinchen said that in order to achieve a “double harvest” of market share and revenue, bowlega needs to rely on a rich brand portfolio, including Granville, royal salute, Abercrombie, langmo and Ballantine’s Vintage malt whisky. In the future, as the first malt whisky distillery invested by a multinational group in China, the “made in China” malt whisky brewed by diechuan will also be listed.
In addition to whisky with rapid growth momentum, Pernod Ricard is also deeply engaged in the field of luxury wines in China.
“For wine categories, our Helan Mountain distillery in Ningxia makes full use of the unique landscape in the eastern foothills of Helan Mountain, promotes renewable agriculture in vineyards and adopts sustainable brewing processes, which greatly enriches our product portfolio of luxury wine categories in China.” Guobinchen said.
The rich product portfolio of pololica on display at this consumer Expo
It is worth noting that, in addition to developing the group’s core business, baolelika is also making equity investments in potential start-ups in China through its “chuangxiang huanju investment fund” to seek growth opportunities other than spirits and wine.
According to public information, convivialit é ventures, founded in 2017, is a venture capital fund under the Pernod Ricard group. Headquartered in San Francisco, the United States, it is committed to “supporting start-ups that provide distinctive products and services, with a view to improving or even changing party, social and entertainment consumption scenes in the future”.
The official website of xiaoshidai shows that Chuang enjoys a happy reunion. ” The company said.
Forty nine square, Xianmu technology, Jiuting 1990, Youdi technology and other projects.
Judging from the current “achievements”, Baole Lijia mainly aims at the opportunities brought by China’s consumption upgrading. On the one hand, its investment includes projects highly related to existing businesses, such as Jiuting 1990, a new retail channel for drinks. On the other hand, its investment also includes start-ups other than wine, such as Xianmu farm, which is a fruit baking B2B e-commerce platform serving leisure catering enterprises.
The latest “move” of this foreign wine giant is to invest in daily black Qiao.
In July this year, landbase, a health and leisure food company, announced that its brand Heiqiao had completed two consecutive rounds of scale financing of more than 100 million yuan. This financing was led by Ruiyi investment, CO invested by Jinpu investment and chuangxiang huanju investment fund, and pursued by its old shareholders Wuyuan capital and Yuanxing capital. Chuangxiang huanju Investment Fund said that it valued the original intention of daily Heiqiao in the new consumption boom and was always firmly optimistic about the long-term upgrading trend of China’s consumer market.
“By investing in brands in different industries, such as the cutting-edge consumer brand dailyheiqiao and the alcohol e-commerce platform 49fang, we hope to work with more excellent Chinese enterprises to create more happy moments for consumers.” Guobinchen said.
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