No matter how hard we try, we can never deeply understand what changes will affect wine markets after such complex pandemic of whom we still know a little (whether about spreading either about duration). Still, it is useful trying to imagine a few situations not so much about statistics as business positions and functional strategies taken by companies.
Indeed, we highlighted more than once how the effective building of relationships, especially the human ones, is fundamental to establish an appropriate presence on the market.
What we did continuously is identifying the necessity of building somehow a strong relationship with importers, distributors and consumers to get mutual advantages.
We believe that there will be an acceleration in this regard, and this cannot be considered as negativity.
Not for chance when VeronaFiere announced the reschedule of Vinitaly to 2021 (18-21 April) they anticipated the need for a New Deal for the fair trade system which, in our opinion, also implies a reshape of the organizational models. But this also applies to all b2b initiatives which will have to take more and more into consideration the best possible guests profiling.
In this direction, however, companies’ ability to judge the initiatives in which they participate no longer in terms of numbers but of the quality of the participants will also be needed.
We will look at something like this shortly in China, where the first export managers who manage to reach this great country will certainly enjoy favourable conditions. However, how many ready and willing companies will be the first to restart on the export journey? Probably not all those that existed before Covid-19. And in our opinion, the figure of the multibrand export manager and resident manager already present on the field will enter the area, much more than before.
It is no coincidence that in these days, we are already reading on LinkedIn about professionals who are “offering” themselves for export support in Asia, obviously starting from China. But it is equally evident that this emergency will undoubtedly lead to an acceleration in the identification of “remote relationship” tools. In this direction, the current growth of e-commerce must be considered not only as a “temporary remedy” but perhaps as a phase of higher “education” for consumers and the trade towards this distribution model.
The same “home delivery” is training numerous distributors, including wine, in a way that until recently was a heritage of only a few operators.
But attention does not mean, from our point of view, that the different subjects involved in the wine trade will no longer meet, will no longer shake hands, will no longer need to build faithful relationships. Still, we will do it more carefully, avoiding unnecessary dispersions, moving just to move.
And that’s not necessarily bad news.