Amazon China: Who is drinking imported fine wines in China– exclusive interview

By Maxime Lu / 陆江

(Published on DecanterChina.COM,  Chinese version of Decanter.)

 

Amazon China speaks exclusively to Decanter China about the scale of their wine business and who are their key consumers.

1Image: Shi Jianjun, vice president of Amazon China, credit Amazon China

The scale of Amazon China’s wine business

The number of wine brands sold directly by Amazon China has ‘quadrupled’ in the last three years, with sales increasing by more than 100% every year, SHI Jianjun, vice president of Amazon China, told DecanterChina.com.

Amazon China launched its wine business in August 2012, followed by a direct import business from September 2013. Now the online shop directly sells wines from the US, France, Australia and Italy, covering more than 130 brands and nearly 800 wines and other fruit-based alcohol.

The wine sector is becoming one of the ‘focal points’ of the online retailer’s direct import business, said Shi Jianjun. ‘As the population of white collar workers increases in China, and the market’s wine knowledge inproves, we are very confident in growing wine sales in China.’

Who is buying the wines and for how much

‘90% of wines sold on Amazon China are imported wines,’ said Shi.

Currently around 3,800 wine products (‘stock keeping unit’ SKU) are sold across the platform.

Wines priced at between 100-300RMB (11 to 34GBP) are currently the most popular on Amazon China, with France being the best-selling origin of wine, followed by Australia, Chile and USA.

Consumers buying wines from Amazon China are mainly aged between 23-40 from first-tier cities including Beijing, Shanghai and Guangzhou, second-tier cities on the eastern coast and provincial capitals, according to the vice president.

Recent Wine Intelligence research found that 48 million consumers from the ‘urban upper middle class’ are now drinking wines at least twice a year, up by more than a quarter than 2014.

135876_amazon-interview-2-shi-jianjun-2Image: Shi Jianjun, vice president of Amazon China, credit Amazon China

Choosing the right suppliers

Amazon China’s advantage ‘lies in the Amazon group’s globalised presence’, said Shi, comparing the business to domestic players.

The buyers of Amazon China share information on wineries with Amazon buyers around the world. After an initial selection of producers, the buyers would visit producing areas and wineries to taste and choose the products. ‘We look for value-for-money wines that are suitable to Chinese consumer’s palate’, said the vice president.

In June 2016, Amazon China established its own wine club. The online retailer plans to invite wineries to hold tastings for wine club members so as to ‘double check’ if these wines will be liked by a wider group of Chinese consumers.

The provenance of the wines sold by Amazon China, said Shi, is ‘protected at the origin’ as all brands sold by Amazon China come either directly from the wineries or the distributors appointed by the producers.

‘We don’t only sell those big global brands, but also the less famous wineries which have their unique features and can well-demonstrate the local terroir,’ he said.

2016: year of expansion

Unlike many of its peers, Amazon China has been comparatively low-key about its wine business.

This year, the online retailer seeks to further utilize its ‘global resources’ to sell more fine wines directly from around the world, said Shi.

Last month Amazon China launched an Australian direct imports wine section, featuring fine Aussie wines including those from the Langton’s classification.

The move will lead to a second and more extensive Amazon China International Wine Festival later this year, said the vice president, during which the online retailer will launch an ‘International wine pavilion国际红酒馆’—a major update from its current wine section.

A heated wine sales contest against its domestic peers seems to be around the corner.

 

Maxime Lu / 陆江

-The founder and Chief wine editor of WineOnline.CN since 2005
-The founder and Chief wine educator of  WineSchool.CN since 2006
-The founder and main contributor for WineBlogChina.COM since 2011
-Wine Judge for international wine competitions: Decanter Asia Wine Awards 2015(Hongkong) , Wines of Portugal Challenge 2014(Lisbon) , Radici del Sud 2013 ( Puglia ) ,and some domestic wine competitions.
-A contributor for Decanter China(Chinese version of Decanter.com),Prowine China(Prowein branch) and for main stream media on fashion, finance , food and wine.
-The consultant of  Wine Collection.
-The consultant of wine companies.

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

Exclusive – Hit Chinese reality show music director: My life as a wine enthusiast

By Maxime Lu / 陆江

(Published on DecanterChina.COM,  Chinese version of Decanter.)

The mega hit reality TV show ‘I am a Singer 我是歌手’ needs little introduction to the Chinese audience. Ever since its first season in 2013 one of the top producers in Greater China, Kubert Leung, has been the music director for this highly popular show.The musician, who came from Hong Kong, is known to the Chinese audience as a talented, gentle and elegant producer in the world of music (as well as for being a low-key workaholic who never leaves his studio). Few, however, would have imagined that the musician is also a serious wine enthusiast in his personal life.This month Decanter speaks exclusively to the award-winning music producer. Read all about Kubert Leung’s life as a wine lover.

135771_kubert-leung-03

Image credit Kubert Leung

Q: How did you fall in love with wine? Which are your favourite wine regions at the moment?

Kubert Leung: When I was studying in New York many years ago, there was a big wine shop near my house. I would go there to buy some wines. These were my first experience with wines, mainly produced in the US, though I wasn’t really drawn to wine just yet.Fortunately, I had a Chinese friend whose uncle worked for a high-end local restaurant. From time to time he would bring unfinished wines from the diners, and I would get to try them whenever I visited their house. ‘What good wines do you have this time?’ was always my first line at the door. These wines gave me access to many of the most famous and interesting wine regions and producers outside the US.When I went back to Hong Kong in 1997, I grew a habit of drinking whiskeys, as they were easier to store, and I could take my time to finish them. At that time, we didn’t have many wines to choose from, until Hong Kong abolished its tariffs on wine.From five years ago, I started to visit Mainland China frequently and now I’m based in Beijing. Here I met a group of enthusiasts who share my passion for wine, and my interest in wine grew stronger.What I drink the most at the moment are wines from Burgundy and Italy. I’m fascinated by the finesse and elegance of Burgundy, as well as the versatile characters of Italian wines.

l1

Image credit Kubert Leung

 

Q: Who is in your ‘wine circle’? Tell us a little bit about your wine gatherings in Beijing.

Kubert Leung: My wine friends come from various professions; some are from the music and movie industries, or in finance and media, while others are wine merchants and wine critics. It’s a fun gang of interesting personalities, though we are from very different backgrounds.Our ‘headquarters’ is always Beijing. We try to meet once or twice a month, even when we’re busy with our day jobs. We would pick a theme every time, and each would bring a bottle to share and talk about with others.We even spend festivals and celebrations together—the year before last a few of us met up for Valentine’s day. I brought a bottle of Clos de Vougeot Grand Crus, while my friends brought wines including limited edition Champagne and icewine from Canada. We had lots of fun (though not romantically) by sharing good food, wines and interesting topics.

 

Q: As an artist who loves wine a lot, how would you balance work and drinking?

Kubert Leung: I would drink a little bit to get into a more creative state. But drinking for fun is a different matter, and I’d rather keep them separate—honestly, drinking too much will bring nothing but a negative influence to work.We would only drink abundantly to celebrate after the end of a show. My team came from around the world, and the Australians and Canadians would bring wines from their home countries to share with everyone. When I travel to Changsha for a show I would bring my own wine or sometimes, whiskey.

l2

 

Image credit Kubert Leung

Q: Has your love in wine brought any changes to your life?

Kubert Leung: I have learnt to enjoy life more and discover the small and beautiful things in life—this is an attitude associated with the wine culture.I also try to visit more wine-producing regions when I travel. A while ago I was invited to Sweden as a commentator for the 2016 Eurovision Song Contest. I decided to drive all the way to Rome and Florence and visited a few wineries.On my way I was the most impressed by an almost mythical Vin Santo from a famous winery in Tuscany. The wine was so rich and sweet; I heard that it was matured for 10 years, during which 2/3 of the wine was lost—imagine how precious and delicious it was. They (the winery) would use the fat brandy glasses to swirl the wines around, releasing the luscious aromas of the wine. That was a very interesting experience.I also loved visiting the ancient castles of these wineries—you would hardly meet any tourists there. These old chateaux at nights are so mysterious and somewhat spooky—maybe I’ve watched too many horror movies.

 

Q: For leisure, which wine region would you visit next?

Kubert Leung: I would love to visit Burgundy, a region I have admired for so long. I am in fact looking up information about chateaux visits in Burgundy right now.I would go to the regions where my favourite wines were produced, to feel the local culture and environment for myself. The experience of visiting chateaux and communicating with winemakers always fascinates me. But I would prefer a spontaneous holiday— I’d choose not to plan every detail before I set off for a trip.

 

Q: In the Chinese music circle, what beverages are trending right now?

Kubert Leung: When I first came to work in the Mainland, Chinese Baijiu and expensive top cru classes from France, such as Lafite and Petrus, were the most popular.Whiskeys were the next to become popular, especially single malt whiskies. These can be very characterful and they satisfy different preferences, but they’re increasingly expensive nowadays—especially those Japanese whiskeys, which are the most fashionable right now.Although in the music circle people mainly drink whiskeys at the moment, there are a few wine lovers as well. Like me, they found their favourites when exploring wines from various regions and styles — eventually falling in love with wine.

 

Q: Finally, what is your wine dream?

Kubert Leung: My dream is to try more good wines, and visit as many wine regions around the world as possible with my fellow wine enthusiasts.

 

Translated by Sylvia Wu / 吴嘉溦

 

Maxime Lu / 陆江

-The founder and Chief wine editor of WineOnline.CN since 2005
-The founder and Chief wine educator of  WineSchool.CN since 2006
-The founder and main contributor for WineBlogChina.COM since 2011
-Wine Judge for international wine competitions: Decanter Asia Wine Awards 2015(Hongkong) , Wines of Portugal Challenge 2014(Lisbon) , Radici del Sud 2013 ( Puglia ) ,and some domestic wine competitions.
-A contributor for Decanter China(Chinese version of Decanter.com),Prowine China(Prowein branch) and for main stream media on fashion, finance , food and wine.
-The consultant of  Wine Collection.
-The consultant of wine companies.

万欧兰葡萄酒俱乐部系列148活动总结“西西里岛活火山上产出的葡萄酒”

你知道的,上周日我们又开了局,喝的是意大利西西里岛Etna火山区出产的葡萄酒。

所喝到的Terre Nere酒庄虽然相对年轻,但在诸如贝丹德梭、大红虾、Wine Spectator、Wine Enthusiast等权威媒体的年度评选中,常能看到他家的身影,不仅具备火山区葡萄酒的典型性,且可代表当地最高水准。不过酒庄虽然年轻,葡萄藤可是年代久远,我们当天喝到的酒款,平均树龄在50-60年左右,而压轴酒款更是经历过根瘤蚜虫时代幸存下来的140年老藤,传说中凤毛麟角的存在,年产量仅有2,500-3,000 瓶。
19

13

陆江老师先简单讲解了产区优势,作为西西里岛上难得能下雪的地方,Etna火山拥有适宜葡萄生长的高山气候,拥有较大温差、少菌害的生长环境和未经嫁接的葡萄藤,火山喷发累积带来复杂的地形地貌和土壤结构极大增强了口感的丰富性。。。当然本着多喝酒少啰嗦的原则,更多的理论则还是由大家端起酒杯实战体会。让人印象深刻的是每一款酒都具有极为鲜明的火石(火山灰)气息,不同葡萄园出品的酒款都如教科书般的展示了神奇产区的神奇特质。酸度活跃,单宁强劲却细致的小众品种Nerello Mascalese也确不让人失望。

15 18

陆江老师亲自从产区背回的土和石头,闻着和酒还真是一个味儿啊

以下为陆江老师的品酒笔记,仅供参考:

Tenuta Delle Terre Nere Etna Bianco 2012
年产量:40,000 瓶 | 树龄:25 -60 年
Indicativeblend: Carricante 50%, Cataratto 25%, Grecanico 15% and Inzolia 10%.
火山石,火石主导,硫的气息,白桃,后逐渐有香草,黄油气息,中等酒体,酸度高,贯穿前后,有一定集中度,回味长,有柑橘气息。

11

Tenuta Delle Terre Nere Etna Rosso 2012
年产量:90,000瓶 | 树龄:6- 50 年
NerelloMascalese 超过95%,Nerello Cappuccio
浅酒红色,肉汁,香料,果味,火石气息明显,中重酒体,酸度中高,有一定集中度,单宁中强,分布均衡,回味中长。入门级能表现如此,已属相当不错。

Tenuta Delle Terre Nere EtnaRosso Feudo e Mezzo 2011
年产量:5,000-6,000瓶 | 树龄:50-80年
NerelloMascalese 超过95%,Nerello Cappuccio
火石依旧明显,香料,樱桃,一丝果酱,中重酒体,酸度中强贯穿,活跃,集中,单宁强,细致,完整骨架,平衡,回味长。

TenutaDelle Terre NereEtna Rosso Calderara Sottana 2011
年产量: 8,000to 9,000瓶 | 树龄: 50 -100 年
NerelloMascalese 超过95%,Nerello Cappuccio
细致火石气息明显,西方香料,黑樱桃,烤樱桃,一丝黑巧克力,重酒体,比较厚实的单宁,完整骨架,较大结构,酸度中强,一定集中度,回味长。

TenutaDelle Terre Nere Etna Rosso Guardiola 2011
年产量:8,000-9,000瓶 | 树龄:50 -70 年
NerelloMascalese 超过95%,Nerello Cappuccio
香料,黑樱桃,火石明显,咖啡豆,单宁强劲,厚实,很干,收敛,骨架完整清晰,结构感明显,酸度中等略强,回味长。很雄性的一款!
14

Tenuta Delle Terre Nere Etna Rosso Prephylloxera 2008
年产量:2,500-3,000瓶 | 树龄:130-140年
NerelloMascalese 超过95%,Nerello Cappuccio
西方香料,黑巧克力,泥土气息,皮革,果味为主,一丝矿物,后段才透出火石气息,重酒体,单宁强,成熟,厚实细致,集中,有些封闭,醒两个多小时,逐渐显现出庞大结构,酸度中强活跃,回味长。有很强陈年实力,8年光阴似乎被停滞了。现在很能理解为什么西西里专家Bill Nesto MW书里说Nerello Mascalese有黑皮诺和内比奥罗合体的特质。

20

最后的拍卖环节果然是不让人失望的大福利环节,甚至出现了拍卖官屡次想要原价回购,却惨遭拒绝的场景。小伙伴们还不厚道的发了拍卖酒酒价上升趋势的分析图来给伤口撒盐。拍卖酒款中也包括当天的压轴酒款,140年老藤的Etna Rosso Prephylloxera,居然是被他们家国内唯一代理商,也是我们本次活动的赞助商拍走了。。。因为这个限量的酒款是陆江老师的私藏,代理商也是拿不到的。。。你知道这个酒有多值得了么,是不是已经因为没有来参加而默默流泪了,那下次真的不要再错过了哦!下期见了。

21

拍的开心的小伙伴主动带上了牛头道具

最后的最后,大力致谢一下合作方,欢迎大家关注他们(也欢迎更多品牌,场地或其它机构与我们合作):

本次活动部分酒样赞助:
酒之吻国际贸易有限公司 由Mr Cliff See先生于1997年成立于香港,总公司在香港中环开有超过3600平米的专业酒窖。澳门,上海,北京当地均有开立分公司。独家代理酒庄近百个,单品五百余种,选取世界各地优秀具有卓越品质的红酒带来中国大陆市场。也是Tenuta Delle Terre Nere的进口商。

本次活动场所支持:
葡道 隶属澳洲Woolworth’s Liquor Group酒业集团旗下,拥有900多家国际酒庄品牌的授权正品。是北京Wine boutique中的佼佼者。

&俱乐部会员寒同学:赞助好吃的披萨和火腿来搭酒。
6

12

微信号:WINECLOS

美食 | 美酒 | 旅游| 八卦| 分享,欢迎关注我们