南澳葡萄酒之旅(上)-阿德莱德和库纳瓦拉

 

rp_IMG_3752_副本.jpg

图文:陆江(Maxime LU)

随着越来越多产区国的葡萄酒走进中国市场,消费者们开始逐渐将目光不仅仅盯在以法国葡萄酒为首的老牌旧世界葡萄酒阵营,越来越多的国人开始寻找葡萄酒世界的新大陆。美国、澳大利亚、智利等新世界葡萄酒国家逐渐被人们接受,而澳大利亚,无论从葡萄酒产量、品质、多样性,还是性价比等角度来看,都是世界葡萄酒版图举足轻重的产区国之一。

到去年2016年9月,澳大利亚葡萄酒在中国市场上,是第二大进口葡萄酒来源国,仅次于法国,同时中国市场也首次成为澳大利亚最大的葡萄酒海外市场。

两个月前(2016年11月),正值澳洲的春末夏初,也是葡萄开花时节,我应邀走访了澳大利亚葡萄酒产区:南澳大利亚州,简称“南澳”。

IMG_20161119_193554_BURST002_副本

从北京出发经过11个半小时飞行我到达了墨尔本,中国二代护照可以电子自助出关,方便快捷。然后转机飞一个多小时,就到达南澳首府阿德莱德,比较搞怪的是阿德莱德和墨尔本有半小时时差。

时值初夏,阿德莱德气温20多度,白天最高能到30度左右,接机大叔说12月底或是1月,有时会到40多度,甚至持续一两周。不管如何,我(陆江)从雾霾降雪的北京穿着羽绒服,到了夏日T恤,反差得很愉快。

IMG_20161120_110819_副本

IMG_20161120_110936_副本

 

入住阿德莱德市中心的希尔顿酒店,旁边有我很喜欢的南半球最大的农贸市场之一的中央市场Central Market,可惜已经打烊,第二天又是周日休市,“完美”错过。不过建议来阿德莱德的爱吃喝的朋友,最好能抽时间逛逛,上次我收获不少。酒店边上还有唐人街,众多中餐馆子,满眼看去感觉比三里屯华人还多。

 

IMG_20161119_210200_副本

 

提到华人,有着不少国内葡萄酒专业学子留学阿德莱德大学,它虽在南澳,却是澳洲葡萄酒产业的重要发动机和人才基地之一,我在阿德莱德认识的朋友中就有不少阿德莱德大学的校友。这次带我吃当地粤式早茶的大雯子就是在阿大上学,还在美国纳帕、澳洲名庄工作过,现在常住阿德莱德。

马上开始要走访酒庄,首先简单普及一下:南澳是澳大利亚最重要的葡萄酒产区,整体基本属于凉爽至温暖的地中海型气候,适合出产高质量的葡萄,另外由于受海洋气候、海拔、以及劳富提山脉(Mount Lofty)等地物地貌因素影响,造就了南澳各子产区的复杂不同的风土条件,也造就了当地葡萄酒的风格多样性。这次我们会走访部分子产区:库纳瓦拉(Coonawarra),克莱尔谷(Clare Valley),巴洛萨谷Barossa Valley,伊顿谷(Eden Valley),阿德莱德山区(Adelaide hills)和麦克拉伦谷(McLaren Vale)。

 

奔富(Penfolds)

第一站在中国大陆市场澳洲葡萄酒绝对第一品牌的Penfolds,中文常被称为“奔富”。在阿德莱德附近的刚修建完的Penfolds的Magill酒庄接待中心,这里也是当年Penfolds医生开始种植葡萄的起源之地。特别提一下,Magill酒庄的西拉子,我试过几回,名副其实的高水准西拉子。

IMG_20161120_182039_副本_副本_副本_副本

IMG_20161120_181921_副本

IMG_20161120_182025_BURST001_COVER_副本

IMG_20161120_192300_BURST002_副本_副本

IMG_20161120_192748_副本

IMG_20161120_221953_副本

听了Penfolds的历史和企业介绍,感受了强大的财力和实力。品鉴必不可少,试了一款有明显陈年发展气息的酒,湿枯树叶,红果味,香料,皮革,入口有不错的集中度,有力的单宁,比较细致,整体平衡,还有不弱的陈年实力和深度,当时估计是Penfolds的高端品葛兰许(Grange),至少20年以上,不过看到酒标有点惊讶,酒是对的,可年份居然是1984,对比在国内试到的那些明显要老态多的80年代的葛兰许(Grange),当时就很感慨,买老酒还是在酒庄买比较靠谱。

IMG_20161120_193250_副本

IMG_20161120_191041_副本

IMG_3752_副本

晚宴除了Penfolds的人员外,还有当地酒类协会、酒类相关领域的学者和南澳推介机构的职员,我用不那么流畅的英语,回答了不少关于中国葡萄酒市场的问题。席间还第一次试到Penfolds旗下用相对冷门的Tempranilo品种酿的Cellar Reserve Tempranilo 2014干红:黑色水果,香料,很厚实有力的单宁,饱满,余味长。微醺散席。

 

IMG_20161120_200158_副本

penfolds

库纳瓦拉(Coonawarra)

 

一早我和同伴们就到阿德莱德的商务飞机小机场,一小时就到达南澳的著名葡萄酒产区库纳瓦拉(Coonawarra),著名的红土之地,也是南澳最具盛名的赤霞珠品种产区。

Tips:为了提高时间利用率,南澳当地推广机构特别订了商务小飞机,基本四百公里内的子产区都在一小时航程内。我特意询问租用价格,10来座的商务小飞机,租用一天约五六千澳币,对行程紧的团队很合适。

IMG_20161121_083026_副本

IMG_20161121_132446_副本

IMG_20161121_084756_副本

下了飞机,直奔当地标杆酒庄之一的Katnook,酒庄很早以前就在酒庄里专门掘出一小块地,切出土层剖面,加了围栏和图示,方便访客学习了解。庄主带我们在现场讲课,实地讲解当地典型的土壤结构。参观了Katnook的葡萄园,正好开花时节,预计明年三月采收。酒庄压榨机,酿酒师说,占地少,用力柔和,可以小批量操作。应该还有个原因价格相对气囊压榨机便宜。品鉴了长相思,雷司令,西拉,赤霞珠,酒庄旗舰酒Odyssey赤霞珠,细致有力,Classic风格,完整结构,实力不弱。Prodigy西拉,饱满强劲,厚实有力的单宁。

IMG_3800_副本

IMG_3811_副本

IMG_20161121_105151_副本

vineyardKatnook

IMG_20161121_102529_副本

IMG_20161121_102213_副本

 

到了Coonawarra,有个最著名的地标,就是当地已废弃的火车站,说是火车站,说实话猛一看还以为是个厕所,仅能为数人挡风遮雨,不过后面大片葡萄园,还有延伸远方的铁轨,蛮适合来张文艺范儿的到此一游照。我也未能免俗,不过照得很不文艺。

 

IMG_20161121_111225_副本

IMG_20161121_111549_副本

第二家也是当地标杆酒庄之一的Wynns酒庄,进中国市场比较早。 当地在Wynns酒庄安排了餐酒搭配的家常午餐,有Coonawarra的数家酒庄的酒,其中有在国内见过的Hollick等。说老实话,我还挺喜欢这样的家常简餐,适口,又能感受本地居民的日常吃食。

IMG_20161121_124627_副本

wynns

文字未完待续: 南澳葡萄酒之旅(中)- 克莱尔谷(Clare Valley)、巴洛萨谷Barossa Valley和伊顿谷(Eden Valley)

 

Interview on Winemaker of Aoyun, the most expensive Chinese Wine

Jiang LU (Maxime LU)

 

Speaking of the most expensive and most international wine now made in China, the first on the list should be Aoyun wine (AOYUN) produced in Yunnan Shangri-La by the world’s top luxury group LVMH. Many other domestic wines claimed to be the same,but we know they are just good at amusing themselves and access to only some special channels, even much more expensive than AOYUN.  While AOYUN is different,it has been tested by the consumers from London to New York fine wine market,approved by many international wine experts and specialists,accepted by the strongest wine merchants including BBR and Live-ex,and finally entered into Chinese market. Nonetheless,we have to admit its price is high(more than 2000RMB,300 euros around),that’s why it arouse so much controversy in domestic and international wine market.`

aoyun6

 

I have been following LVMH Aoyun winery since 2014. LVMH Group has always been a fine wine industry giant, owning such as Chateau Cheval Blanc、Chateau d’Yquem 、Domaine des Lambrays、Krug and many other super top wine brands. This time LVMH also plans to create a luxury boutique wine,which actually could benifit all Chinese wines by enhancing their international reputations。

aoyun9

 

Simple background information about Aoyun
It took LVMH four years to find a perfect vineyard. Finally they chose the site in Shangri-La, near Meili Snow Mountain (6800 meters above sea level), and beside the Mekong River.
The daylight hours in the mountains is only 8-9,less than that is in Bordeaux。It results in a long growing season, giving enough time for phenols,acids and sugars to ripe. The flowering period in Bordeaux is generally 100-120 days, while in Aoyun vineyard it could be up to 140-160 days.

The pruning and managing work is all done by hand。Traffic is a disaster。The vineyard,with a total area of around 28 hectares,2200-2600m above sea levels,is distributed in four villages and divided into 320 little plots(one plot covers an area of 1.3 acres on average)。Every hector requires about 3500 hours of manpower to manage。People who work in the field are mainly local Tibetans who have their own cultures and habits。It’s very difficult to communicate with them。

aoyun5

 

As mentioned earlier, at present the way Aoyun priced its products remains controversial. I wouldn’t judge it, but leave it to the consumers. What I will do is to share with you my experience of a serious Aoyun tasting. Besides, it’s so lucky for me to get a chance to interview Maxence Dulou, the chief winemaker of the winery.

Chief winemaker Maxence Dulou,live in Yunnan and work with the team since 2012,now is in charge of all the viticultural and winemaking work.

aoyun1

 

What do you think of other wine regions in China?

I’ve been to Shandong, and Ningxia twice in the past two years, where I had many quality red wines and do feel its big improvement. Nonetheless each of them has their own problems. In Shandong, there is too much rain, the weather is so wet that the grapes cannot achieve desired maturity, but with some green flavor. It would be difficult to develop organic there. While Ningxia is always sunny, the grapes are able to accumulate enough sugar in the harvest season,but lack acidity,and their tannins cannot ripe enough. It is very cold in the winter, so grapes need to be buried to keep warm. But overall it seems fairly comforting.

 

In your opinion,what technologies can be used to make up for the inadequacy caused by the weather?

It is the same to all the regions that if there is a real dizaster, the winemaker could do nothing but learn to be strong. The weather varies considerably from June to August in Yunnan。But when it comes to the harvest season, generally from mid-September to the end of October, everyday is sunny and dry, and the grapes can achieve satisfying maturity.

This kind of cliamte is suitable for the implementation of organic management, so that’s what we do there: use Bordeaux mixture and yak manure only in the vineyard; try to minimize human intervention as possible as we can so that the grapes can gradually adapt themselves to the environment and be able to cope up with all the harsh weathers.

Currently we have only three years cultivation experience and four years operation experience there. We need much more time to master all the micro-climate changes discipline in the production area.

 

Your vineyard is 2000m high above sea level, thus sunlight would be very strong in the summer. Do you have any special vineyard management techniques (framing, pruning, etc.)?

We use VSP model, which keeps the leaves all through the growing season and cuts some in the veraison period. The leaves facing southwest will always be kept to protect grapes from strong sunlight. The climate varies every year, so pruning work must be done depending on conditions. For example, this June is cloudy, which means we don’t need to cut too much. Unlike France, thick clouds will weaken the sunlight but will not block it,nor have any impact on the growth of the grapes. It is because we are in such a high altitude. The clouds are sometimes only 100 meters above our heads(and sometimes even below us). Sunlight can always find a way to penetrate the clouds into the vineyard to ripen the grapes.

aoyun4

What are the plans for the future development of the winery?
We’ll make new technical attempts such as cultivate more grape varieties, improve the pruning and grass planting work, use Chinese pottery in the fermentation and so on.

 

It is said the Chinese pottery you just mentioned have been used in making 2013 vintage of Aoyun Wine. Does it work well?

We had 40 days maceration(including fermentation), and then moved into second fermentation ( malo-lactic fermentation). 40% new french oak is used at this stage. The rest used old barrels as we normally do. But it is impossible for us to bring in barrels from France due to the inconvenient transportation. Nor could we purchase any old ones from nearby production areas, as different yeast may carry bad bacteria and cause contamination. Thus we chose to use a nuetral container, which could not add any floavor to the wine but will not add any bad effect either. The pottery was by far a satisfying choice. They are brand new,and use to hold local spirits.

 

Does Auyun use manual irrigation?

In California and Australia,the grape roots are bout 50cm long, people use drip irrigation, which means, you give grapes the exact amount what it needs. But drip irrigation will make the surface soil too hard. While in Ao Yun, the grape roots are up to 3 meters, so they can absorb more water from soil and need no irrigation. Natural rainfall is enough for them. In dry winter, we do small range of flood irrigation from time to time. In this way, we can both offer waters to the vine and avoid soil hardening.

 

3 meters’ roots? I thought Ao yun had only young vines? How do you control the quality of the grapes? (By Lu Jiang)

We call five or six years old vines young vines. But vines used to make this bottle are already 15 years old. There are many local farmers who planted grapes in this area far before we purchase the estate. At the first two years, we did a lot of research and finally planted some grapes in the last year (2015). These baby vines need time to produce qualified grapes for wine. However, the wine in front of us is made by grapes from 15 years old vine with 3 meters’ roots. 15 years old vine took half of the area of our current vineyard.

In the past, farmers sell grapes to the winery by weight. So you can imagine, the only thing they care about is yields. After we came, we tell the villagers how to work through an interpreter, stay in complete control of quality and rationalize ourselves. We did a lot work here, for example we introduced rootstock grafting. Fisrt, this can improve grape quality. Second, it can prevent Phylloxera——no signs of it now, but once it occurs,it would be a disaster. We analyze the composition and structure of the soil and chose the most suitable rootstock. If the rootstocks do improve the quality, we’ll replant all the old vines.

 

So actually you have studied the vineyards since long ago?
Yes,we started to plant grapes in 2015,but begun to communicate with local government since 2012,and have been studying the field since 2008,8 years ago.

aoyun3

 

Currently how many varieties are planted in the vineyards?
Mainly Cabernet Sauvignon, Cabernet Franc, Merlot,Petit Verdot and some tested verities. Besides that, we planned to try Shira and Malbec, but stays undecided.

Does Domaine Chandon Ningxia purchase from COFCO Corporation Grape Seedling Base too?( By Lu Jiang)

yes!

 

How do you determine the time for Aoyun to come into the market officailly?
Its quality has been repeatedly confirmed that it can meet our strict requirements. Its performance is always stable. It is widely praised by all the international heavyweights in wine industry whom we sent the wine to. They all recognize it as a unique and great Cab, and the best wine in China. At this point, we thought we are ready to bring it to the market.

 

Could you describe Aoyun from your point of view?

It’s the new interpretation of Cabernet Sauvignon. Deep color, with both fresh fruit and ripe fruit characteristics. Freshness and lively acidity is from the unique terroir. Many people would think of Pauillac the first time they smell it,with similar aroma like cigar, tabacco and cedar. While someone find it more like California wines, very fruity, delicious, full-bodied. For me it’s somewhere in between. The tannin is as elegant and structured as I expected. In a word, we don’t want to cater to a growing demand fo strong wines, but a sophisticated and graceful wine, the wine that can represent the sacred mountain and its terroir.

aoyun8

aoyun7

AOYUN 2013  Tasting note (By Maxime LU)

Intense with ripe black fruit flavors, violets and western spices, revealing a trace of smoke and dark chocolate. Full-bodied and crisp, fruity-forward, with strong and converged tannins and delicate texture. Balanced, in the last part you can feel it slight alcoholic. Tobacco and spices can be found in the long finish, Alc.=15%, Ph=3.55

You can still tell that it’s from new world, but indeed elegant. I must say it’s good. As for the price, you can listen to either LVMH ( because of the high cost, more than Chateau Cheval Blanc and Chateau D’yquem) or some critics(almost as expensive as Chateau Cheval Blanc and Opus one, so unreasonable), or just keep quiet, wait and see how it will behave in the market.

Maxime LU

独家访谈亚马逊中国:发力进口葡萄酒直采业务

 

文:陆江 | 葡萄酒在线

(本文已发表于Decanter中文版-醇鉴中国,转载请标明出处和署名)

和其他国内电商大亨相比,亚马逊中国的葡萄酒业务一直相对低调。今年,亚马逊中国将发力进口葡萄酒直采业务——以下为亚马逊中国副总裁的独家访谈。

1

葡萄酒业务规模

过去的三年,葡萄酒电商发展迅速,但也波折不断。而亚马逊中国“在不到3年的时间里,选品数量和品牌数量都实现了超过4倍的增长,销售也一直呈现每年三位数的增长。” 亚马逊中国副总裁石建军接受DecanterChina.com专访时表示。

石建军介绍说,亚马逊中国的葡萄酒业务与2012年8月启动上线,酒庄直采于2013年9月启动,从最初的美国,延伸至法国、澳大利亚、意大利,涵盖了这四个葡萄酒产区国的130多个品牌,近800款红、白葡萄酒及不同口味的果酒。

目前,“葡萄酒业务已上升为亚马逊中国进口直采业务的战略性重点业务。”

进口葡萄酒消费者群体

目前在亚马逊中国,“进口葡萄酒销售基本占整个葡萄酒品类90%以上的销售。”石建军指出。

目前亚马逊中国网站上销售的葡萄酒,有3800个品类(SKU)。“单瓶价格100-300元,无论从销量,或是销售额,都是在亚马逊葡萄酒销售中占比最高的法国葡萄酒销量最好,其次是澳大利亚、智利和美国。”

亚马逊葡萄酒购买者主要包括北上广,以及沿海经济较好的二三线城市和内陆省会城市等。主要年龄段集中在23-40岁之间,石建军介绍道。

近期英国葡萄酒市场调研机构Wine Intelligence的一份调查显示,中国目前有4800万来自“上层中产阶级”的消费者至少每年饮用两次葡萄酒,较2014年的3800万有较大提升。受访人中的35%现在至少每月饮用一次进口葡萄酒,较2015年的调查提升23%。

寻求理想的供货商

和其他“国产”电商相比,亚马逊集团全球化的资源是其优势,石建军指出。

“亚马逊中国的葡萄酒买手团队会与亚马逊全球买手团队共享各地酒庄信息。初步筛选酒庄清单,并通过亲自深入葡萄酒原产地、探访酒庄的方式进行全方位考衡,选出极具性价比的、符合中国顾客口感的和最能体现当地风土特色的进口葡萄酒。”

谈及如何把控葡萄酒品质,石建军表示亚马逊中国经销的品牌“均通过酒庄、总代或其官方授权一级供应商引入,从源头保障了葡萄酒的品质。”

上个月,亚马逊中国宣布成立红酒俱乐部。“今后我们会在原有流程的基础上,由酒庄代表来给亚马逊红酒俱乐部的粉丝们做一次内部品鉴再次确认每一款酒是否适合中国人的口感。”

135876_amazon-interview-2-shi-jianjun-2

2016年:着力进口直采

和其他国内电商大亨相比,亚马逊中国的葡萄酒业务一直相对低调。不过在今年,亚马逊中国将发力进口葡萄酒直采业务。

“我们将充分发挥国际资源优势,继续做大进口直采酒的部分,并通过红酒俱乐部、葡萄酒大师班等一系列线上线下活动,带给葡萄酒爱好者全方位的品质体验。”

今年6月,亚马逊中国上线澳大利亚精品五星酒庄馆,致力于推广澳大利亚精品葡萄酒,还有意对“兰顿分级(Langton’s classification)”葡萄酒进行着重推广。

继去年9月的首届国际红酒节之后,亚马逊中国今年将“升级”举办这一活动。石建军表示:“今年我们还会有国际红酒馆的隆重上线,将来自更多国家的精品葡萄酒通过专业的国际红酒馆和线上线下活动推荐给中国消费者。”

*点击http://www.DecanterChina.com查看原文,查询身边的优质葡萄酒,读遍名家专栏,学练WSET知识点,阅览海内外葡萄酒信息。DecanterChina.com是1975年创刊的国际葡萄酒权威媒体Decanter为日益成长的中国葡萄酒爱好者量身打造的中英文双语网站。

 
微信号:WINECLOS
美食 | 美酒 | 旅游| 八卦| 分享,欢迎关注我们

An Updated Overview of the Chinese Wine Market (2015-2016)

Text: By Maxime Lu / 陆江

Published on ProwineChina.COM, Chinese version of PROWEIN.

In recent years, the Chinese wine market has witnessed dramatic changes, with transformative adjustments made in both major consumer groups and the sales model of wine merchants.

3093153859

The spending spree emerging in China in 2006-2007 culminated in early 2011 and then subsided. With the introduction of the policy for tightening spending on official overseas visits, official vehicles, and official hospitality in 2012, the country’s wine market rapidly entered the period of adjustment. Major consumer groups have changed from enterprises, institutions and government authorities to the public. Following the slump and stagnation in 2012-2014, the Chinese wine market bounced back in 2015.

Take imported wine as an example. In 2015, the volume of imported wine totaled 550 million liters, a 44.58% y-o-y increase, valued at US$ 2,039 million, a 34.30% y-o-y increase. Nonetheless, we should be cautiously optimistic about the high percentages. It should be reminded that the market was rather sluggish in the previous two years. Moreover, we should consider the following factors: replenishment following the clearing of stocks in the distribution area, purchase following the introduction of new capital, and of course market growth.

30154433294

Regarding origin countries of imported original wines in 2015, France ranked No.1. The volume of wines imported from the country totaled 167 million liters, an increase of 33.66%, valued at US$867 million, an increase of 41.25%. The average price was US$5.19/liter, increasing by 5.68% over the previous year. French wines accounted for 46.2% of China’s imported original wine market, still occupying a solid position. Australia ranked No.2. Thanks to lowered tariffs, the volume of wines imported from the country surged by 56.54%, with the import value soaring by 77.80%. Australian wines accounted for 23.4% of China’s imported original wine market. Chile gained a market share of 9.1%, ranking the third place in the list. Countries ranking No.4 to No. 10 are Spain, Italy, the United States, South Africa, Argentina, New Zealand and Germany.

With a market share of nearly 70% (in volume), domestic wines remained to be a leading player in the Chinese wine market in 2015. Changyu and GREAT WALL monopolized the domestic wine segment. Facing foreign competitors and increasingly mature consumers, leading domestic wineries doubled efforts to adjust the pricing system of their product lines, and further improved low price product lines with the highest sales volume in the mainstream market. In addition, these wineries purchased overseas wine chateaus and established cooperative relations with renowned international brands in a bid to enter the imported wine market, fully reflecting their ambition and vision for the future market. These wineries are expected to have more market moves in 2016. In another development, domestic wine markets in Beijing, Shanghai and Guangzhou were severely hit in 2015. In wine markets in a number of tier-3 and tier-4 cities, nevertheless, domestic wines with wide brand influence and strong market operational capability will maintain a leading role over a certain period of time in spite of mounting challenges.

It should be mentioned that, in recent years, quite a few fine wine chateaus were founded in wine regions such as Ningxia, Xinjiang, Shanxi and Huailai. Wines made there were well reputed in domestic and international markets. These fine wine chateaus have boosted local consumers’ confidence in domestic wines and increased their knowledge and understanding of domestic wine regions. More and more big importers began to act as an agent of domestic fine wines. Market feedback shows that more industry resources will be utilized to promote Chinese wines in 2016.

As for market expansion and sales activities, the entire industry continued exploration efforts.

30154420622

B to C platforms, such as JD and Amazon, gave more support to direct-selling categories and merchants trading on the platforms so as to increase the conversion rate. These platforms have always been focusing on individual consumers, so they were not hit by the policy for tightening spending on official overseas visits, official vehicles, and official hospitality. Instead, these platforms developed swiftly along with the growth of the consumer market. According to sources from JD, the company’s revenue of wines in 2015 tripled from that in 2014, and the figure in January 2016 quadrupled from the same period of last year. Since the beginning of 2016, these leading platforms have been planning to enhance market expansion in tier-2, tier-3 and tier-4 cities and towns. They are gradually becoming the core platform of the wine market.

Once a hotspot in the capital market, vertical e-businesses have suffered from mounting pressure in operation. In the past one or two years, some of these e-businesses were acquired or merged, some began to sell multiple categories, and others faded away. Currently, the O to O mode in the wine industry is increasingly becoming a highlight in the capital market. By leveraging capital and the O to O mode, some wine merchants, such as jiuxian.com, 9bianli.com and 1919.cn, have realized rapid expansion. But both suppliers and salespeople consider such a mode and expansion controversial. However, for several leading O to O wine merchants, they will experience rapid expansion in 2016, with both bubbles and opportunities.

Meanwhile, the B to B mode has also taken shape in China’s wine industry. More and more e-businesses dealing wines have adopted the mode, such as wajiu.com and jiuxian.com.

3093433829

As for long-established wine merchants, they have been exploring new business models while continuing to develop traditional channels including restaurants, shopping malls and supermarkets. For instance, Pudao, the Chinese subsidiary of Australian retail giant Woolworths, is exploring the mode of wine boutiques to provide private customers with cost-effective fine wines and professional wine service. ASC has closed its expensive clubs providing services for private customers. The company has been increasing investment into e-commerce, enhancing cooperation with other e-commerce platforms, and lowering its profit margin and product prices. Aussino World Wines, ASC and other wine merchants are launching wine education and cultural promotion campaigns to improve customer affinity. These traditional wine merchants will continue transformation in 2016.

Regarding the overall development of the Chinese wine market in 2016, representative wineries gave basically positive feedback. They expected an increase rate of 15%-30%. We are looking forward to the new year with modest growth.

Source link: http://prowinechina.com/channels/138.html