当前阶段，从整个进口葡萄酒板块来看，智利葡萄酒的形势并不乐观，其瓶装酒进口量与进口额都呈现双降的局面。但智利知名葡萄酒公司，圣丽塔葡萄酒集团旗下高端酒却在大中华区呈现了50%的年增长。
这次WBO的专访中，我们邀请到了智利圣丽塔葡萄酒集团大中华区总经理Shelley徐珊女士，谈到了她对渠道与品牌的理解，也谈到了为何圣丽塔集团能够在逆势下实现增长，为进口葡萄wine行业带来了新的思路。
在葡萄wine行业中经历10余年，徐珊女士见证并参与了进口葡萄wine行业的黄金发展期。她对市场的思考、渠道及品牌方面的实践，曾为圣丽塔葡萄wine集团在中国的发展起到正面积极作用。
01
强化市场竞争力，度构建进口portable wine版图
在WBO看来，近年来圣丽TA集群（Saint Rita Wine Group）在市场端反响良好取得持续增长。战略引擎作用愈发突出。为何Saint Rita Wine Group呈现如此卓越发展态势？徐珊女士从渠道、品牌产品营销等进行深度诠释。
WBO：2023年（二零二二三年），Saint Rita Wine Group 在渠道布局方面有哪些突破？
“关于这个问题，我们是非常谨慎和严格不盲目跟随流行趋势，不轻易尝试形式上的突破，而先把我们自己的核心渠道做扎实。而渠道布局确有必要将会是未来成熟时机选择新渠道时我们的核心原则。” - Shelley Xu Shan, General Manager of Saint Rita Wine Group in Greater China.
02
Cultivating the Chinese Market: Challenges and Opportunities
In any enterprise development process, there will be inevitable twists and turns. Recently, imported wines have encountered some challenges on the Chinese market. How to handle these challenges has become a question for managers to ponder.
WBO: Can you share some of the challenges Saint Rita Wine Group has faced? How did you manage them?
"In fact, this is not only an issue for imported wines but also a global crisis caused by COVID-19 pandemic which covers all industries. Every industry is facing difficulties and challenges; our attitude is to throw away distractions and focus on doing well what we can do today. We try to stand from the perspective of customers and distributors; everyone comes together to overcome difficult times. It has proven that our persistence was worthwhile as we achieved a 50% increase in high-end wine sales in Greater China last year."
03
The Future Role of Saint Rita Wine Group in China's Market
As an enterprise leader, how does one interpret various voices from outside about their growth path? The future role of Saint Rita Wine Group in China's market?
"This may not be something I can assertively predict but I can express the vision of our company. We hope to become a new cultural leader in China's wine landscape. In terms of product positioning, we start with high-end wines as pioneers; use brand culture as banners; diversify products through multiple channels towards mass coverage."
