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SALES & MARKETING Firm dubs Shanghai ���The California Place��� O ne group looking to turn a profit selling U.S. wine in mainland China is The California Place, which plans to launch its Consignment model: The California Place handles order fulfillment for larger wineries interested in managing their own sales. ecommerce site early this year. Graham Higginson, chief mar- Fees for management, storage and fulfillment vary based on the keting officer for the emerging wine seller, revealed the strategy to sales model, with the advantage for California wineries being that potential winery partners at Meadowood Napa Valley in late October. once the winery provides wine, The California Place takes care of The timeline, he said, includes extensive television and social me- paperwork, distribution and marketing. dia promotion, starting ecommerce in early 2013, launching pop-up Bottles will be marked with The California Place���s seal of authenticity to shops in major cities and opening a brick-and-mortar store at Dream- reassure buyers in mainland China, where counterfeiting remains a prob- Works Park, a $3.1 billion amusement park being built in Shanghai, lem, Higginson said. ���The system will be able to monitor what has been when it welcomes the public in 2016. sold, when, and make sure the end buyer has got what he thinks he���s got.��� ���The online economy in China is vast, and it���s growing,��� Higginson Once the brick-and-mortar shop is set up, The California Place said of the decision to offer online wine sales prior to opening the will handle licensing for tasting and on-premise sales. The company brick-and-mortar store. ���By 2015, the average online spending in enlisted Jeffrey Heller of Heller Manus Architects to plan the space, China will be about $1,000 per person.��� which the wine-seller hopes will draw fans of the brand as well as The California Place worked with Net Suite of San Mateo, Calif., to de- more traditional buyers. velop its cloud-based sales, promotion and supply-chain system. For Cali- ���One of the things about the Chinese in the market is they won���t fornia wineries looking to sell in China, The California Place has two models: buy on the first or second visit,��� Higginson said. ���They want to come Paid model: The company purchases wines directly from the winery and sells them in China. in and come back and ask follow-up questions.��� K.L. : tival sents s Fes n Pre ey tio all ietal V cia Var rson Asso lsace Ande rowers al A g tion Wine rnia terna alley Califo al In 13 son V ville, nnu 0 20 oon Ander hA B e to Eight ary 9 - 1 irgrounds ld com bru e wor tes! nty Fa Fe ou und th tic whi cino C m aro a Mendo ies fro n for arom er as win ur passio s S Join u rate yo tein, M on 12 no Evan Golds celeb to ry 9 :30 ebrua n with from 8 rday F onference monstratio :30pm Satu C e 2 - 12 ring D tional Educa d Wine Pai tein from 1 bites n ds small Food a f Joyce Gol paired pm e - 4pm ines & t 6:30 and Ch Ash a from 1 array of w g John Tastin nal d Chef Grand internatio nowne an ith Re Enjoy ner w rs Din ake te Winem ary 10 nd tas Febru uses usic, a y live m Sunda Open Ho enjoy tal wines. ner y y pairings, ie Wi ce Var st vor ta intage Alsa Sa &v INE unique 895 W s.com vwine ickets 707 ww.a t Visit w nt details & eve For 130 W in es & V i ne s JANUARY 20 13