Taking French Wines to the World
Exclusive Interview – Thierry Blandinières, CEO – Invivo Group
Since Thierry Blandinières joined the leading French agricultural cooperative group, InVivo, as CEO in 2013, the group of almost 6 billion euros turnover has seen its profitability triple. This was thanks in part to the creation of a strategic plan covering the period to 2025, asserting the company as a key global player. We asked Mr Blandinières what specific ambitions he has for InVivo Wine (created in 2015) for the Chinese and greater Asian markets in the coming years when it comes to wine distribution.
WE ARE FULLY DETERMINED TO BUILD AN INNOVATIVE APPROACH TO WINE DISTRIBUTION THROUGH A SINGLE CROSSFUNCTIONAL NETWORK ON A GLOBAL SCALE
Invivo wine has a strong presence in Asia with eight subsidiaries located in Hong Kong, Seoul, Tokyo, Tapei, Shanghai, Beijing, Chengdu and Singapore and also two wine discovery stores located in Chengdu and Taipei. Operating in various distribution channels, such as supermarkets, specialist shops, hotels, bars and restaurant, consumer outlets, and e-commerce, making it a multi-channel specialist with a multilocal expertise. InVivo Wine Asia is a key player not only in wine business but also in services and distribution which relies on a sales team of 26 staff, all based in the region.
Asia is a key development zone for our activities. We have 3 different targets: – doubling our sales over the next 5 years; – developing our key brands and portfolio; – and integrating some distribution platforms and developing strong relationships with our key partners in China, Japan, Korea, Taiwan, Hong Kong as well as Singapore and Vietnam.
We are fully determined to build an innovative approach to wine distribution through a single cross-functional network on a global scale.
How important is Vinexpo HK as part of your marketing efforts here?
Vinexpo Hong Kong is a central piece of our show activities in Asia. We display our all ranges and portfolio and we invite a lot of customers and partners to come from all over Asia as Hong Kong is convenient and the show well organised. It gives a high visibility to Invivo Wine, as a major integrated global player delivering excellence worldwide from vine to glass (in a current market that requires playing at a global level multi-expertise) and our key brands, estates, fine wines and Grands Crus Classés from the best winemaking origins. Finally, Vinexpo is a great place to be, and it’s a pleasure to gather our team and customers together and share a lot of information about our activities, plans and the future.
Vinexpo is clearly a unique platform within Asia, and all the ingredients are gathered together to make it another success: market trends, potential, in the heart of Asia with top class facilities to welcome the show and a strong organisation.
Level 3 / Stand ST-40