Abstract
Companies often tend to rely on China’s size and population and are tempted to make “national expansion plans” for the market. The resulting experience is most often costly and leading to failure, as consumer behavior is hard to predict in such a vast market. It is sometimes better to gain a solid reputation and foundation in one region of China before expanding nationally. The leading privately held winery in China, Grace Vineyard, shows how to gain reputation in a niche market with a focus on quality and reliance on local consumers. It also leads the way in connecting to the young customer by its footprints in social media and e-commerce.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Acknowledgment
This interview has been published with the kind permission of Ms. Judy Chan.
Author information
Authors and Affiliations
Rights and permissions
Copyright information
© 2018 The Author(s)
About this chapter
Cite this chapter
Nothhaft, C. (2018). Boutique Is Beautiful: Grace Vineyard. In: Made for China. Springer, Cham. https://doi.org/10.1007/978-3-319-61584-4_7
Download citation
DOI: https://doi.org/10.1007/978-3-319-61584-4_7
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-61583-7
Online ISBN: 978-3-319-61584-4
eBook Packages: Business and ManagementBusiness and Management (R0)