Riedel
一
切都只是时间问题：名贵葡萄酒在亚洲销得飞快，玻璃器皿制造商力多公司（Riedel）也摩拳擦掌，打算在中国大举扩张。来自奥地利的力多公司已经在中国大陆开了八家特许商店，并且打算在2011年底之前增加到15家，几乎是原来的两倍。再往后，公司还计划每年增开30家新店。一切按计划进行的话，到2015年，力多公司就会在中国大陆25个最大的城市当中拥有超过120家分店。
Riedel
佐尔格•里德尔（Georg Riedel）
国际葡萄酒及烈酒展览会（Vinexpo）委托国际葡萄酒及烈酒研究所（International Wine and Spirit Research，IWSR）进行的调查表明，未来三年当中，亚洲的葡萄酒消费量将会增长20%，增长的主要动力则来自中国。有鉴于此，里德尔相信进军中国酒具市场的时机已经成熟，并且将35岁至50岁之间的管理层专业人士锁定为公司产品的目标顾客。
目前，中国大陆的力多酒杯买家有三分之二都是“业内”顾客——“业内”顾客是个行业术语，指的是酒店和餐厅，“业外”顾客——也就是买酒杯来自己用的人——则只占三分之一。考虑到这一事实，里德尔说，你必须得有耐心。公司为此制定了一些行销策略，其中之一便是举办一系列的教育性品酒活动，向人们展示“合宜的酒杯好比扬声器，可以让葡萄酒的风味尽情释放”，因此就值得一笔额外的投资。
目前，力多公司在中国的销售大部分来自红酒杯。不过，公司希望加大教育力度，让消费者明白“同一款酒杯并不能通用于所有的葡萄酒”。
在美国，力多产品的售价从10美元起步，手工吹制的纯水晶酒杯则要100美元。不过，由于相对高昂的分销成本，中国的买家还得在此基础上多掏15%到20%的价钱。
里德尔解释说，中国市场有一个额外的中间环节。我们跟中国的百货商店没有直接的联系……必须通过经销商来销售产品，因此就产生了额外的成本。
里德尔说，随着中国市场的成熟，公司将会面临竞争，对手既有Waterford Wedgwood和Bormioli之类的公司，也有中国国内的制造商。与此同时，力多的中国扩张计划并不包括公司旗下的其他品牌，比如“诗杯客乐”（Spieglau）。
Amy Ma
（本文版权归道琼斯公司所有，未经许可不得翻译或转载。）
It was just a matter of time: With fine wine selling fast in Asia, glassware maker Riedel is planning to expand aggressively in China.
The Austrian company, which has eight franchised stores in the mainland, expects to nearly double that count to 15 by the end of 2011. After that, it plans to expand at a rate of 30 stores annually. If all goes according to plan, by 2015, more than 120 Riedel franchises will operate in China's 25 largest cities.
'There's no competition [in China],' says Riedel Glas Austria chief executive Georg Riedel, a 10th-generation member of the 250-year-old family-owned company. 'It sounds strange, but the truth is, there's still very little interest from competitors.'
With Asia's wine consumption forecast to rise by 20% over the next three years, according to the International Wine and Spirit Research (IWSR) commissioned by Vinexpo, and China leading the growth, Mr. Riedel believes the market for wine accessories is ripe for the picking, and he plans to target professionals in management positions, between 35 to 50 years old.
'You have to be patient,' says Mr. Riedel, who notes that two-thirds of current Riedel sales in China comes from 'on-premise' customers, the industry term for hotels and restaurants, and one-third comes from 'off-premise' customers—those who purchase for home use. As part of its marketing strategy, the company will conduct a series of educational tastings to showcase how 'a proper glass can function like a loudspeaker for flavors in wines,' and is worth the extra investment.
The majority of Riedel's sales in China are for its red wine glasses, but the company hopes to increase education and teach customers 'one size does not fit all types of wine.'
In the U.S., Riedel glasses start at $10 and go up to $100 for a handblown all-crystal glass. But Chinese buyers will have to shell out 15% to 20% more because of higher distribution costs in China.
'There is an added layer of middlemen in China,' explains Mr. Riedel. 'We are not in direct contact with Chinese department stores…but will have to go through operators, which is an additional cost.'
As the market matures in China, Mr. Riedel said he expects the company will face competition from others such as Waterford Wedgwood or Bormioli, as well as domestic Chinese producers. Meanwhile, other brands under the Riedel umbrella, such as Spieglau, aren't included in the company's China expansion plans.
Amy Ma
The Austrian company, which has eight franchised stores in the mainland, expects to nearly double that count to 15 by the end of 2011. After that, it plans to expand at a rate of 30 stores annually. If all goes according to plan, by 2015, more than 120 Riedel franchises will operate in China's 25 largest cities.
'There's no competition [in China],' says Riedel Glas Austria chief executive Georg Riedel, a 10th-generation member of the 250-year-old family-owned company. 'It sounds strange, but the truth is, there's still very little interest from competitors.'
With Asia's wine consumption forecast to rise by 20% over the next three years, according to the International Wine and Spirit Research (IWSR) commissioned by Vinexpo, and China leading the growth, Mr. Riedel believes the market for wine accessories is ripe for the picking, and he plans to target professionals in management positions, between 35 to 50 years old.
'You have to be patient,' says Mr. Riedel, who notes that two-thirds of current Riedel sales in China comes from 'on-premise' customers, the industry term for hotels and restaurants, and one-third comes from 'off-premise' customers—those who purchase for home use. As part of its marketing strategy, the company will conduct a series of educational tastings to showcase how 'a proper glass can function like a loudspeaker for flavors in wines,' and is worth the extra investment.
The majority of Riedel's sales in China are for its red wine glasses, but the company hopes to increase education and teach customers 'one size does not fit all types of wine.'
In the U.S., Riedel glasses start at $10 and go up to $100 for a handblown all-crystal glass. But Chinese buyers will have to shell out 15% to 20% more because of higher distribution costs in China.
'There is an added layer of middlemen in China,' explains Mr. Riedel. 'We are not in direct contact with Chinese department stores…but will have to go through operators, which is an additional cost.'
As the market matures in China, Mr. Riedel said he expects the company will face competition from others such as Waterford Wedgwood or Bormioli, as well as domestic Chinese producers. Meanwhile, other brands under the Riedel umbrella, such as Spieglau, aren't included in the company's China expansion plans.
Amy Ma
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