STP of analysis WineNice
Company profile
WineNice was line on B to C in February 2008. This firm grew out of French wine importer. WineNice's mainly engaged in the French Bordeaux of wine products. At present, the WineNice has nearly 100 of wine supplier. WineNice's monthly sales amounted to millions of yuan in 2011. It is a successful electronic business, which has over 800,000 members.
Segmenting
First, Regional market including the national, but The main sales areas of the eastern developed regions. In the North, Beijing's sales accounted for 70% of the company in 2010. In the South, Guangzhou and Shanghai are very important to Market expansion.
Second, According to the consumers market segmentation, WineNice dividing the consumers into Different types of buyers such as General buyers, corporate buyers.
Targeting
China's wine market is the fastest growing in the world. The domestic wine production in 2011 increased by 13.02% to 115.69 million liters, The import of wine in 2011 increased by 27.6% to 36.16 million liters. The domestic win market shows great promise for the future. But the buyer Concentrated in the first-tier cities, and the majority of buyers are white-collar worker . WineNice try to market development. As for WineNice, Guangzhou and Shanghai are the key targets market . As the WineNice's VIP client, You can enjoy the service from private consultant and private wine.
Positioning
“My portable wine cellar” is the WineNice's Brand philosophy . From this idea, We can get the following.
Change the view of people---The idea tell people that cellar is not the ponderous it used to be. It's portable. It make consumers aware of life is change .
2.the embodiment of the WineNice's Humanization service---WineNice will commendably meet the demand of the consumers .
3.Differentiation---the consumers can discriminate between WineNice and