Beijing, June 8 (Reporter Yang Chang, Wang Xian) According to the report of Voice of China, China Central Radio and Television Station, from June 9 to 10, the International Grape and Wine Industry Conference and the Third China (Ningxia) International Wine Culture Tourism Expo will be held in Yinchuan, Ningxia. This is the first national and international comprehensive exhibition with wine as the theme in China, and the development and cultural popularization of China’s wine industry can be seen. For ordinary people, China wine still seems to be shrouded in mystery. People don’t drink so much and know less.
Is China wine good after all? When will China wine fill our glasses? China Voice "News with Views" of China Central Radio and Television Station specially planned "Industry Insight". This issue focused on local wines in China, and talked with Professor Ma Huiqin, a famous wine expert who has been dealing with wine for 30 years, and Sun Yuncong, 28, the head of Ningxia Heyu International Winery.
Ma Huiqin (Photo courtesy of the interviewee from Yangguang. com)
Sun Yuncong (Photo courtesy of Yang Guangwang)
Wine is too far away from us? Enjoy it, don’t "carry it"
What do you associate with wine? Suits, evening dresses, fancy parties? Or do you have to use professional words to evaluate the color and aroma after a sip?
"Everyone still thinks that wine is a bit advanced and expensive, and there must be a special consumption scene." Ma Huiqin, a famous wine expert and a professor in the Fruit Tree Department of the College of Agriculture and Biotechnology of China Agricultural University, bluntly said that if wine is to develop in China, "affordable" and "unaffordable" are the second. We should first ask how relevant it is to life, and whether it really goes deep into life and becomes a part of daily consumption.
"In the past 30 years, China wine has undergone earth-shaking changes. The quality has been greatly improved and the industrial structure has undergone profound changes. " But how did the impression that wine is "not very grounded" come from? How to improve it? Ma Huiqin believes that our wine needs to go through a "new culture movement". "No matter what level of wine advertisements are too’ end-to-end’, they not only set up many unnecessary barriers, but also always have a tone of educating consumers, and the public has no way to like them." In the future, she stressed that we should learn how to communicate with new consumers, correct our attitude and do a good job in service.
Wine is not suitable for a toast? How to better suit Chinese’s drinking habits?
According to research, China began to grow grapes and produce wine before the Han Dynasty, but in the long history of more than 2,000 years, it did not become a necessity of daily life in Chinese. What are the factors behind this? Is it natural that wine is not suitable for Chinese?
After receiving the baton from his father, Sun Yuncong, the 28-year-old head of Ningxia Heyu International Winery, looks forward to making wines more suitable for Chinese. He mentioned that his own wine has lower tannin content than French wine, and accordingly, it is less sour, easier to drink and more suitable for Chinese’s drinking culture.
Ma Huiqin has confidence in the consumption of China wine in the future: "China society has never stopped developing. The new generation of consumers rarely persuade or compete with each other. They drink for themselves and have their own drinking culture." Wine will have more suitable consumption scenarios in China in the future.
Imported wine is better? China wine is no worse than any other country.
In 1980s and 1990s, Chinese basically drank imported wine. Today, more than 30 years later, consumers began to pay more attention to domestic brands, and the Jockey Club sincerely believed that "our wine is no worse than any other country". In particular, she pointed out that in recent years, the production and marketing mode of "winery wine" has developed in China, breaking the previous situation of only "big factory wine". It is of great significance to improve the quality of local wine. "Winery wine is becoming a very indispensable part of the wine industry in China."
The improvement of wine quality is the foundation of industry development. Sun Yuncong summed up the development of the same industry and said that in wineries, more energy will be invested in planting and brewing for quality improvement. "In fact, sometimes our equipment, raw materials and labor are superior to those of other foreign producing areas." Ma Huiqin agreed, and she responded to the price problem of local wines. Can China wines not sell at a high price? "This thing is made by people’s hard work. Ultimately, the key is your quality … the price will be gradually rationalized and it will take time. Don’t rush for success. "
Innovative marketing has also boosted people’s recognition of domestic products. Sun Yuncong said that the current sales models of wineries, both offline and online, will use various marketing models of new media to reach consumers more accurately, tap potential customers, stimulate consumers’ desire to buy, and enhance consumers’ understanding of wine. At the same time, it also reduces the purchase cost. Compared with the distributor distribution model of imported wine, Ma Huiqin pointed out that China has sprung up in the field of e-commerce, and the online innovative marketing model has great advantages.
Encountering a bottleneck? When can we have China famous brand wine?
According to the data of the National Bureau of Statistics, the output of wine has shown a slow downward trend in recent years. Some analysts believe that China’s wine industry is in a bottleneck period of development, and compared with other beverage wine subcategories, wine is also in a relatively weak competitive position. In the future, can China wine industry break through the bottleneck? How long will it take us to build a famous wine brand?
Dialectically looking at the data, Sun Yuncong pointed out that in the past two years, the epidemic may have affected the catering industry, and the disappearance of a large number of party scenes has affected all kinds of alcohol. But from his own experience, he said, "wine is going in a good direction recently." In addition, Ma Huiqin added that alcohol consumption has indeed declined in quantity, and the development of wine in Europe has experienced a similar situation. "Health" itself is not terrible. Looking at the whole industry, she said that "China wine will always exist", and new industrial models will be constantly produced in the process of industrial iteration. At present, China’s wine industry is in the "version 2.0". Faced with the impact of a large number of imported wines, winery wines came into being. In the future, the "version 3.0" will have more advanced technology, better quality and more reasonable price.
Of course, in addition to the increase in quantity, the development of the industry needs qualitative improvement. As a front-line practitioner in the wine industry, Sun Yuncong realized that although he is confident in quality and even the threshold of Chinese wineries is higher, domestic wines are indeed relatively weak in brand. However, he also clearly realized that many famous French wineries are century-old wineries, which have accumulated and precipitated for a long time, and we can’t do it well in a short time. It will take time for China wine to move from "well planted" and "well brewed" to "famous brand".
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