Detailing products in China - Castle Products

Detailing products in China

The rise of the Chinese middle class is fast creating opportunities for brands in many industries. Wine is one formerly rare luxury now booming in popularity in China, now the world’s largest market for red wine. Gone are the days when the Chinese poured lemonade into their expensive red wine to soften the flavour – in the last five years, wine consumption in China has doubled twice.

Branding agency Landor has been working with global Australian wine brand Jacob’s Creek to tailor its branding specifically for the China market. Marketing chatted with Landor executive creative director Mike Staniford and account director Nicole Corrigan about the Chinese wine market and what Jacob’s Creek is doing with its brand.

MK: To start off with, can you explain what you’ve done with the Jacob’s Creek brand and what is different about it for the China market?

MS: We’ve been working with Jacob’s Creek for the last two years, globally repositioning the brand and giving it a confirmed, stronger position in the world. We’re considering every market that it plays into, and off the back of that, creating new identity and new packaging for the brand. As China is becoming one of the most significant emerging markets for wine drinkers, Jacob’s Creek has a fairly large role to play in that market. And of course we’ve been working on the way the packaging looks and appeals to consumers in China, which is quite different I think in many respects to the rest of the world.

jacobs creek china bottleMK: Before we go into detail on the look of the products for the Chinese market, can you explain some of the insights behind what makes China different?

MS: You’ve got so many emerging new consumers that are very, very quickly coming up to speed with knowledge of wine and wine brands. We’ve been involved very closely with our Shanghai and Beijing offices to understand those consumers, understand what’s happening in the market and the way consumers are reacting to products and brands. There’s a tendency to seek the reassurance and safety of what I would call ‘traditional wine language’ – French brands have been operating there and doing incredibly well in China for much longer for the Australian brands, and therefore they’ve grown up with a history of the tradition of French wine labels. Also you’ve got the cultural traditions and semiotics that go with Chinese colours, expectations of style and look and feel, etc.

MK: So taking that into account, what kind of look have you gone for?

MS: Well we’ve taken the global Jacob’s Creek look, which I would sort of describe as a contemporary spin on the classic look and feel, and because it’s at a more premium price point, there’s a lot more embellishment with gold and embossing and traditional treatment. Also with story – I think Chinese consumers like the fact that brands have authority and heritage and therefore stories really matter, as they do with most of the French labels.

You might also like
cheap Nike Shoes Online, nike lebron 10 2-time champion detail
cheap Nike Shoes Online, nike lebron 10 2-time champion detail
Fox 360 Machina Jersey
Fox 360 Machina Jersey
China Cabinets - Best For More Than Just Storing Your
China Cabinets - Best For More Than Just Storing Your ...
China 4-pack of 16" By 24" Blue Microfiber Salon Towels 300 GSM of Professional Quality Towels.
Automotive Parts and Accessories (China)
  • There re literally hundreds of uses for Microfiber Towels. These microfiber salon towels can be used as drying towels, cleaning towels, or even kitchen towels. We...
  • When using the microfiber towels damp, they still absorb more water that any cotton towel when they re dry.
  • These towels can also be used even as dish towels. Although my better half doesn t use this microfiber towel for drying dishes, they are excellent drying towels.
  • I ve been using four of the same towels for several years, and they ve been washed countless times and still look great. I call them my all purpose microfiber towels...
  • Our microfiber car cleaning towels and salon towels are packaged and shipped by Amazon. We inspect and hand pick for the highest quality microfiber towel, period.

Zimmer Holdings Announces Live Audio Webcast and Conference Call of Third ..  — CNNMoney
A news release detailing the quarterly results will be made available at 7 a.m. Eastern Time the morning of the conference call. ZIMMER, INC. ..

China 5-pack of Black Professional Quality 300 GSM All Purpose Microfiber Towels.
Automotive Parts and Accessories (China)
  • These 300 GSM high quality all purpose microfiber terry towels can be used to clean and detail cars, clean glass, and kitchen appliances using no chemicals. There...
  • When using the microfiber towels damp, the squeegee like edges of each microfiber in a microfiber cleaning cloth scrape up the dirt while the open spaces keep the...
  • The damp method is for scrubbing bathrooms, cleaning appliances, wiping down kitchen counters, cleaning cars, and hundreds of other cleaning applications. I use...
  • I ve been using four of the same ones for several years, and they ve been washed countless times and still work great.
  • We inspect and hand pick for the highest quality microfiber cleaning cloth there is, period. These microfiber cleaning cloths can easily be use to clean cars, SUV...
China Cabinet Buffet Hutch - Dark Walnut Finish
China Cabinet Buffet Hutch - Dark Walnut Finish
plastic injection molding china
plastic injection molding china
A. T. Cross Co. Cross 2013 Year Of The Snake Special Edition Collection Ballpoint Pen, China Black Lacquer (AT0122-14)
Office Product (A. T. Cross Co.)
  • Beautiful Snake design is deeply etched into several layers of handpolished lacquer.
  • Translucent blue lacquer finish with rhodium plated detailing.
  • Rich, high gloss black lacquer with rhodium plated detailing.
  • Rich rhodium plated Snake pattern and appointments.
  • Special Edition presentation gift packaging, Year of the Snake Romance Booklet and removable presentation stand.
LEGO Chima LEGO Chima Wakz Pack Tracker 70004
Toy (LEGO Chima)
  • Includes 3 minifigures: Wakz, Winzar and Equila.
  • Features CHI, wolf detailing, clawed wheels, biting jaws, wolf shooter, tough suspension and functioning rear winch.
  • Measures over 6 (17cm) high, 7 (20cm) long and 6 (16cm) wide.
  • Ride over even the roughest terrain!
  • Weapons include 2 CHI weapons and a standard weapon.
Benzara Benzara Metal Pet Bowl with Intricate Detailing, Soft Cream Shade
Home (Benzara)
  • Crafted with fine attention to details, this pet bowl sports a stunning style that makes it eye catching in appearance
  • Made in china, it is crafted from high quality metal which makes it sturdy and long lasting
  • It features a blend of soft curves and sleek lines that give it a neat, unfussy look
Related Posts
www.redlandsequestrian.com