2022年直销葡萄酒调查报告

svb)2022Direct-to-ConsumerWineSurveyReportResultsandBenchmarksJune2022Produced by:Project Lead:Project Analyst:Project SupportRob MeMillan,Moy Stichter, VPEVP&FounderEthan Harkleroad,ContractoAssocigte Direct-to-ConsumerwineBenchmarks:2022Are we there yet?trip,youveheardthosewordslearness?WhatuturRohMcMillansupply chainsThiswill he.pmrmllanBsecon'tgaingtoanyareDad news.likeit,butthesnswerisno,Butthat'snotallnMiaeceiwSomiachhasehanpadinthullythisossibleyouforyourparticipationwhichrmakesh COVID restrictians,appepermanentRobMcMillanEVP&FAMcMillan@gvo.comiconValleyBarkWieeDivisicntheexdts in2022svb) TableofContentsDigital Strategies4Ta sting Room and Visitation Model16Tasting Room Wine Purchases25Tasting Club Structure, Conversionand Growth29Tasting Room Location Urban vs, Winery33Wine Club Member Tenure38Survey Respondent Profile43svb> svb)DigitalStrategies Channel BreakoutofDirectSalesfortheAverageWinery50%46%47%45%With tasting rooms45%44%42%42%restricted during 2020,41%40%events and tasting room40%38折sales were hurt.35%36%33%34%Club, phone and several32%new outresch efforts didwell in 2020 whileinternet sales explocled.In 2021, internet salesproved resilient,shrinking 1% but holdingground. Club sales0 15%14%135dropped, relativelyspeaking,while tasting10%85元8%S9%9%from new practices sndroom sales bonefited7%%L3%4%5%5%3%exceeded their pre-5%-1%-1%COVID share of direct-to-2%63%3%3%consumer (DTC) sales.0%20142015201620172018201920202021+Wine Club+Tasting Room+Internet/WebPhone→Offtsite Events+Onsite Evonts+—Virtua: Testingssvb) VirtualTastings:PricingandDiscountStructure45%Among the wineries that40%38%39%continued virtual tastings,of charging for wine up front,most stopped the practice35%ondentsand more folded shipping30%26%discounts into the dealPercent ot Respot25%pricing to present freeshipping as standerd.20%19%The letter trend is one we15%10%believe is the right approach10%11%adopted for alt DTC shipping10%6%5§ 4%5%activities over the next1% 1%several years.0%Charged for WineShipping DisccuntsOtherCharged Less forVirtial TstingsChsrgud Same asUp FrontIncludedIn-Person TastingsReinbs,rtememSamePoicy forln-PersenVisits20202021svb> WhatDigitalPlatformsDoYouEmploy?Social Mecia90%The use of digital iswidlespread, but not deep,Active E-Commerce68%in the wine business.The majority use socialPlattorm Analytics (e-g., Goagle Analytics)commerce. Yet only 39%9AATORCURRIDRLI39%ExamplesotOtheremploy platform analytics,Online Marketing Tools33%Responses(2%):which indicates that theoverell depth and uscof active e-commerceDigital Marketer In-HcuseR ar Outside Consultant31%wertheTop)are limited and truee-commerce is somethingData Analystthe industry needls to12%Tools Includeinvest in and irnprove.SMS Messsging (text)8%1oweb,beThere was little statisticalchange in responsesbetween 2021 and 2022.Other2%0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%Percentege of Respondentssvb) UseofEmailMarketingWhen we askec the questionSize of email listDo you remove inactive emails fromabout list size a decade ago,your email list annually or more often?the average email list had30%less than 5,000 names.27%We don'tToday, that has ballooned topresentlymore than 15,000, with an25%averagc cmail contact to21%SBAcase production ratio of[64%]No1.8:1. How do you20%19%(18%)benchmark egainst thet? Dot af Responde17%you have 1.8 good contactsfor every case you produce?15%Frecquency of outreachThe hygiene of lists is10%9%improving. but 18% ofrespondents still report that5%they never clean theircontact lists, which can%5negatively impact success1%rates and potentially confuict%0with recent privacy statutes.1 - 2,5005,001 -25,001 -100,001-10,00050,000250,000(puBeil AgedLess often than quarterly5%1%Number of Email.Addresses in ListNot Sure1%svb) EmailMarketingOpenandClickRates45%42%40%37%35%30%25%20%15%14%13%10%5505%Open RsteClick Rete■20202021svb> EmailMarketingOpenandClickRatesbySuggestedRetailBottlePriceThe best click rates arepue -jao yum punoy50%46%47%46%higher-priced producers.45%43%42%43%43%40%39%39%Higher-volume producers35%(page 12) heve near a35%31%ciouble-digit drop in openrates compared to some ot30%the smaller producers.25%19%21%20%16%14%15%15%12%12%12%14%10%10%.-9%*5%0%-$15$15-$19$20-$29$30-$39$40-$49$50-$59$60-$69 $70-$79$80-$89$90-$99>$100Open RsteClick Rateaa** Poly, (Cliok Rste)svb) EmailMarketingOpenandClickRatesbyCaseProduction50%45%45%44%L41%40%41%40%39% Click Rata35%30%25%20%17%15%15%13%10%10%5%0%1 - 2,5002,501 - 5,0005,001 -10,00010,001 - 25,00025,001 - 50,09050,001 -109,000 100,001- 250,000-250,000Cases Produced AnnuallyOpen RateClick Retesvb> ClubMembershipsGeneratedThroughDigital Mediavs.Non-DigitalMediabyCaseProductionAs COVID-19 forced tastingroams to close in 2020,owners worried about the%06sustainability of club income80%without refreshing member70%numbers. Prior to 2020,attrecting new club members60%was always a key function forow50%the tasting roorn.qn40%The industry has since30%discovered how to gain20%memberships via digi