As a digital transformation takes place in China’s marketplace, the need for innovative solutions has become more important than ever before. United Media Solution has been working with its clients to deliver these solutions and recently, has been able to create a game changing product for its new client, New Zealand Winegrowers.
New Zealand Winegrowers is the national organisation for the country’s grape and wine sector, with over 600 grower members and 700 winery members. Established in March 2002, it is the only unified national winegrower’s industry body in the world. Its overarching purpose is to protect and enhance the reputation of New Zealand wines and support their sustainable diversified value growth.
China has become an increasingly important market for New Zealand Winegrowers and UMS has been tasked to assist them in establishing a one-stop digital platform on WeChat, where Chinese business partners can access updates and official information. In addition, the platform provides a virtual showroom which displays event information, agenda, location, wine brands and their products. This aspect is particularly important given the current global pandemic and allows New Zealand Winegrowers to support and develop offline activities in an online environment. This innovative solution collates everything its partners might need to know in one easily accessible place, promoting NZ wine brands in a more sustainable and effective way.
Understanding the challenges that the global pandemic was causing, UMS and New Zealand Winegrowers quickly moved to embrace the opportunity through this new platform. As this is a digital initiative, New Zealand Winegrowers can track all visitor demographics and behavioural data, enabling the organisation to analyse target audience insights for future marketing activities.
“The current pandemic has permanently changed the way people live and work, and organisations such as New Zealand Winegrowers who can quickly pivot their strategy to accommodate this through digital initiatives, will see the greatest benefits. This Mini Program enables New Zealand Winegrowers’ members to display brands and products online 24/7 while traditional offline events cannot be achieved. This approach will therefore engage with Chinese business partners and consumers more effectively. UMS look forward to further collaborate with New Zealand Winegrowers in digital innovation.”
“New Zealand is famous around the world for its unique and distinctive wines, behind which is an innovative, world-class wine industry that is always looking for ways to improve and develop. This includes how we present our wines in export markets, and the massive growth of digital and social media in China is not a trend to ignore. We are excited to reach wine lovers and trade professionals across China via the new digital platform on WeChat,” said New Zealand Winegrowers’ Asia Market Manager, Natalie Potts.
For more information on how UMS can assist you in your China marketing activities, you can reach out to Becty Yan. Becty leads the UMS Engage Domain who are creative talents that specialises in consumer engagements and performance marketing. Contact Becty now via email: becty@umssocial.com.
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