澳洲葡萄酒协会邀请中国版“卡戴珊姐妹” 推广葡萄酒

澳洲葡萄酒协会(Wine Australia )聘请了被称为“国产卡戴珊姐妹”的网红双胞胎,推广越受女性喜好和追捧的澳洲葡萄酒。

上星期楚菲和楚然受该协会邀请前往澳洲两天,旋风式地参观了当地的酒厂和不同游客景点。旅程中,她们在自己的阿里巴巴零售平台天猫,向超过百万粉丝进行直播。

整个旅程一共花费34,000澳元(折合约人民币16.7万),网红双胞胎不用花一分钱,享受了一个美食众多,美酒畅饮的豪华之旅。

据澳大利亚联合新闻社报导,此次天猫的宣传目的在于推广其年度“九九”的促销活动,届时高达5.76亿的中国消费者可以成为超过10万种国际葡萄酒和烈酒品牌的潜在消费对象。

谈到合作伙伴关系,澳洲葡萄酒协会营销总经理Stuart Barclay称,这次推广能够重点吸引更多网上的年轻消费者,尤其是女性酒类爱好者。最近的数据表明,中国网络消费者的性别比例差距不大。

楚菲和楚然亦向澳联社透露,“我们大多的粉丝都是女性,所以我们都和她们分享了我们的建议。”

这次推广活动由价值5000万澳币的Export and Regional Wine Support Package作经济支持,目标是提升澳洲葡萄酒的出口,和对亚洲和美洲的重点市场展示澳大利亚“葡萄酒旅游业”的形象。

目前,中国是澳大利亚数量和总值最大的葡萄酒出口市场。截止6月份,过去12个月澳大利亚出口到中国(包括香港和澳门)的总值上升了百分之55至11.2亿澳元(折合约人民币55亿),占澳大利亚出口总值的40%。

翻译:Terrence Chan

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