By Ian Williams
There is nothing quite like a cellar door experience to woo new customers.
That can be a tricky concept for Australian wineries trying to forge new markets in China. But not for Adelaide Hills-based Tomich Wines.
Owner Randal Tomich has opened a near replica of his Adelaide cellar door in Shanghai and plans to roll out similar tasting facilities in major cities across China.
Speaking from Shandong during the recent South Australia trade mission, Randal said he came up with the novel idea after realising a physical presence was the key to breaking into the market.
“The cultural barrier between Australia and China is huge and selling wine to a distributor is one thing,” said Randal. “But wine is all about a cellar door-type experience and sharing the wine culture.
“Our Shanghai cellar door is almost an exact copy of our Adelaide cellar door and has the real feel that you’re actually in a cellar deep underground with authentic barrels lining the walls and wine racks.”
In addition to tastings of Tomich premium wines, the facility is also a venue for corporate entertaining.
Business partners – Randal Tomich and Chinese businessman Ivan Shiu
Randal said another key to success in China is finding a local business partner and for the Chinese that’s a process that takes time to build trust.
He entered into partnership with local businessman Ivan Shiu
“Randal spent a lot of time coming to China and trying to understand our concept and business plan and we work together,” said Ivan.
“In a business partnership it’s most important that we have the same goal … and distribute the wine the right way. Our partnership is very important.”
To succeed in China, Tomich has also taken another step which under normal circumstances Randal said could lead to “certain death”. He commissioned a total brand overhaul.
“China is a country of brands and believes in them very strongly,” said Randal. “Tomich Wines had a rebrand about three years ago and part of it was to address the Chinese market.”
The new logo depicts a bee to reflect being industrious and at one with nature to promote the health of wine.
Randal stressed the importance of having State Government support with the series of SA trade missions providing instant credibility in the eyes of Chinese business leaders.
“We are operating at a high level which is a fantastic building block,” he said. “If we could base these missions around a large established trade show … with SA the main sponsor we could really get our brand out there.”