Boutique Is Beautiful: Grace Vineyard

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.