W I N E S

BUSINESS M I N G

BRIEF
Y A O

C L I E N T : T O R R E S C H I N A
P R E P A R E D B Y : G L O B A L
D I S T R I B U T I O N M A N A G E R S -
Y A O F A M I L Y W I N E S
 B u s i n e s s B r i e f

To: Torres China

From: Les Caenquérantes, Global Distributions Manager of Yao Family Wines
Date: 12.09.2022

Subject: Distribution partnership between

Yao Family Wines and Torres China

Yao Ming, international basketball star, has lauched is own wine brand: Yao Family
Wines. With the rise of white wine demand on the Chinese market, we are now looking
for the perfect collaboration with a distributor to promote and sell our products on the
local Chinese market. We know Torres China would be perfect, and he is why!

O u r S t o r y

Yao Family Wines was founded in November 2011. Our aim is to provide wine lovers
an access to high quality wine. In fact, our grapes are sourced from Napa Valley
vineyards, known for its excellent fruits and individual blocks selections. Our grapes
are fermented using artisanal techniques and we use 100% French oak barrels to age
up our juice.
The brand, created by Yao Ming, uses a sports mindset to work, making sure that all
of its employees work as a team with passion. Tom Hinde, a renowned winemaker,
brings all of his knowledge and experience, making him a vital part of our team.
Yao Ming has experience with the Chinese consumers, since his family is part of it.
He uses that knowledge to create a brand that is close to the Chinese market’s
expectations, taking into account cultural, social and economic features. As Yao Ming
said, “wine encourages people to slow down, come together and enjoy life” and that is
what Yao Family Wines tries to convey through its products.

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T a r g e t A u d i e n c e

The facts
69 % 53 %

White wine Red wine

Growth of the wine market in China between 2011 and 2015

When trying to conquer a new market, a brand has to ask itself: who is going to be
my target audience? Numerous research can help us to identify this specific audience
with studies that have been conducted regarding the Chinese wine market.
Yao Ming plans to import a new kind of wine in China: the white wine. This specific
choice comes from his wife’s preference for white over red, and so then the
assumption that many Chinese women could have the same taste. In fact, he was not
wrong.
Female consumers in China are creating a new market for white wine, demanding
more of it each year. As you can see from the data above, the white wine market
grows faster than the red one in China. The wine industry is sure: the market for white
wine in China revolves around female and younger drinkers, as Yao Ming predicted.
Therefore, the collaboration between Yao Ming, a popular figure, and its own brand of
wine will increase brand exposure, and attract more consumers, especially the
younger generation.
The Yao Family Wines has great chances to succeed on the Chinese market,
because it is a company that promotes traditions, food and family gatherings. Chinese
wine drinkers are thirsty for knowledge and want to learn more about its making; Yao
Wines will be able to educate them about it, with Torres China’s events.
According to Chinese customs, the US was ranked the 6th country exporting wine
to China in 2016. It is a solid position, and it could easily be even higher with this new
white wine market opening, but also if we work on meeting the Chinese customers’
expectations.

Now if we take a quick look at the market after Covid, it has experienced some
changes. Retailers have been performing much better. Supermarkets have seen a
sales growth of 1.9% from January to March 2020, and warehouse clubs a higher
growth of 11.6%. These new selling preferences will have to be taken into account
when distributing our wine, while making sure that our brand image stays in place,
being a luxury product.
At last, Chinese market trends show that people are preferring a good meal at home
rather than going to a restaurant. Importance is given to the authenticity of products
and to the healthy factor. As we will see next, this will be addressed in our marketing
campaigns.

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P r o m o t i o n a l M e t h o d s

The interest of Yao Family Wines to work with Torres Everwines is first of all to
highlight the high quality of the Yao family wine. Indeed, the goal of all the activities
offered by Everwines is the :

Promotion Knowledge
Culture Leisure

The idea would be, in order to target initially a female public, by means of a wine
party to envisage thereafter a media gathering.

Wine party

As a general rule, the Chinese get a lot of information before buying, the main
source of information being word-of-mouth. Gathering the first target audience, the
female public, by means of a wine party would give Yao Family Wine the opportunity to
make itself known in a context promoting the world of quality wine and have to keep in
mind that choosing a certain wine for a certain meal makes the wine experience grow
and the client remember it.

Chinese consumers are curious about what is being offered, especially when it
comes to foreign products. The Californian origin of the wine, more precisely from
Napa Valley, would be the main focus of the communication on the proposed event.

Media gathering

Brand awareness is increasingly important, and marketing is beginning to play a key

role in attracting Chinese consumers, as well as advertising and research techniques.
So the second step would be to organize, within Everwines, a meeting with the media.
The target audience would already be developed through the wine festivals.

Chinese consumers think that price is an indicator of the quality of a product, price
and sales services being the most important selection criteria. Working on the
establishment of Yai Family Wine in China through Everwines ensures the
establishment of a quality brand image through the experience and reputation of Torres
China.

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 W o r k w i t h u s !

Integrating the Chinese wine market is challenging but, combining the history of Yao
Family Wine and the experience and reputation of Torres China would be the perfect
way to create a wining experience affiliated to the brand.
Moreover, spotting the feminine target audience by organizing the right event, a
wine party, to suit it, perfectly fits into the Chinese consumer habits.

We are planning on starting this new distribution on the Chinese market next
semester, so if you could please give us some feedback before the end of December,
we would appreciated it very much. Here is our mail: yaoexport@gmail.com. Do not
hesitate if you have any questions, we are always here to answer your concerns.

Yours sincerely,
Les Caenquérantes, global distribution managers Yao Family Wines

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