Annual Chinese wine economy (second half)

 Moderator: Ladies and gentlemen, leaders, distinguished guests, Good afternoon!
Very glad that we meet in the third schedule of wine in China Qinhuangdao Economic Conference and the International Wine Industry Development Summit 2009, the afternoon report of the meeting . very grateful I am encouraged by my friends, thank you!
very happy when in October 1989 reported that Chinese wine founded, I joined as a pioneer of Chinese wine was reported, and I learned a journalist career in the most basic functions, up to now we are very happy because standing on Chinese wine reported such a favorable position, we can have a collection of all kinds of information high ground. We can have a production and sales for the wine industry, wine culture to make our contribution to the spread of the development of one of the best platform. Because of this, we feel Chinese wine reported changing in the past few years, we still have a right to speak a little bit. To this end, China Wine newspaper editor Liu Shisong specially prepared for this afternoon's report. have you reported to the editor Liu Shisong Chinese wine.
Liushi Song: Leaders, distinguished guests, good afternoon!
in the report, we issued the Economic Report of the wine have been studio to write a wine wine industry analysis of the status and problems. I was preparing the course, my statement this afternoon reporting that the report is essentially nothing to do with. But the report only represent my personal views, Why China wine China reportedly looking to make wine style. Chinese wine industry there is the problem? us how to deal with the financial crisis we face. In this process I have been pondering a few questions to communicate with you about. I We do not deny the achievements of the current wine industry and long-term development.
first question, the Chinese are producing wine? I want to ask the Chinese characteristics of the wine region with it? China is only one wine region , the areas in which we grow the two varieties. the morning of our experts have to say. only in the areas which may be two species in different places, shown the same characteristics.
second question China has its own unique wine product? We have our own unique grape, mountain grape, Vitis and a series of grape varieties. but now our business, we held yesterday, the day the quality of the wine contest, the contest ends wine quality, many Experts pondering a question, we, Chinese wine bottle inside, filled in the end who is the wine? I had some time ago wrote a thousand word article, published originally wanted, but in the great enterprise of obstacles, this Finally the article is not published in the paper. If this article is published, may have one or several large foreign companies a devastating blow. I got hold of the data is the backbone of our business throughout the production, 60% or even 70% of the wine is a foreign wine. our own business is filling the bottle in the end what? you are a Chinese wine products? or even some of our additives, excipients of the things that are used to import things. where our own thing? This is what we propose to find Chinese wine style thinking.
third question, the Chinese wine culture? this culture is the Chinese wine culture in the communication process, how many of our own cultural elements in it? At present, our Wine culture is a culture of dependency, is a Western culture, not China's wine culture. We have a good culture. The next lecture us the title of Professor Yu Dan is the the. morning our Premier Lee, experts have talked about our cultural history, we have the history of wine in China ahead of the thousands of years, but Where is our culture? So I'm asking the Chinese wine culture?
fourth question, the Chinese wine with marketing it? an expert will be coming from a marketing point of view to introduce wine marketing. My question is how many of China's wine industry needs of consumers in the study ? when the French, whether you, whether you when Italy, New Zealand, Chile, Tasting Western countries, this series of marketing model, affecting the time when each of us. China's own wine marketing gone? our mainstream culture gone? in Western culture, feel the atmosphere in that their culture, feel their marketing, in moisten things silently, had you accepted their stuff. our own stuff gone? We only know that to engage in buy, buy one get one only know, only know to the rebate. This is our marketing? We Chinese culture better than any one country have a long cultural history? So, I asked a marketing wine in China you?
us to think about these four issues, I think, we in the current promotion process has three errors, this is just media from the perspective of an industry, we promote the process there are several errors: < br> The first myth is that we have been talking about white wine with white meat, red wine with red meat. dry white wine with white meat we. red wine with roast duck us, this is the Western method of distribution. Our red and white table hot cold acid of sweet are the circumstances, we can have every wine on the table a drink it? When we promote, and advocate the white wine with white meat, red wine with red meat, we have been in promoting Western's eat. That is not Chinese food. you are helping people to promote his foreign Western culture. you study what your wine with food yet? our business in the waves, we have also fueled the media. I am writing this report put a little wine with Chinese food research, should be our local consumer promotion system established an important issue, we need to study this subject.
second extension errors, we promote me all day in the East Bordeaux, Bordeaux I am a Chinese, I am in the same latitude with Bordeaux. you publicity at the same time, you are in Bordeaux for the advertising, you do not advertise for your areas. you have been helped advertise Bordeaux . You say I am a Chinese Bordeaux, Bordeaux, meaning to tell you more than I do. Why do I drink you do not drink Bordeaux? We have been advertising for others. So I say a word, the Chinese people from the bones worship, helping to promote the marketing of Bordeaux in place to do too, and we really admire their marketing. But in turn, ask ourselves what?
third promotion misunderstanding, we have all day in that year of wine, wine wine, Although the history of wine culture in China for thousands of years, but the real industrial production, or really wine, as we recognized that we live in a luxury, hobby goods, that is something the past few years. The wine is 95 years of development After what, 95 years ago we in the end the number of vintages? we have all day talking to my bar, my drink is 92 years, 92 years of your business in? 92 years when your company soon went bankrupt. I have said to our large enterprise. 92 day of sale, when the company nearly closed down. it was not the wave of the promotion of the French to save our own industry, but look at the past two years, with the continuous increase publicity large, more and more people fire wineries sell wine, the price is higher. and our own, and now the newspaper, the media said the day off the year, leave jar wine, Chinese wine is false. We raise our own people belittle. The final result was to help the people a favor. So in the process of promoting the third error, the number of vintages that we in the end, in the end the number of wineries wine. I'm sort of wine in China Alliance Deputy Secretary-General, our winery in the end how long the grapes planted it?
the four I just ask, three errors, all our current development of China's wine industry reached a critical juncture, we must face of reality, otherwise, the Chinese wine industry will be completely replaced by Western culture. I say this question, some people may say that I am exaggerating, there may be people say biased, but we must face, we must reflect on. shoe size only know our own feet. Chinese style of wine, and only grows in this land have a deep understanding of people. But we are lost. these issues I have been thinking about since last year the problem. We Chinese wine was reported to be doing? wine industry in China as a responsible media, I propose, the last two years will be wine, we propose two themes, the first difference, our wine industry in 2007, we proposed different of the time, all the entrepreneurs, experts and talking about the difference of the problem. When the 2008 competition, when we proposed, we are also in the wine industry we mention competitiveness. When we put the time looking for Chinese style We now also provide a lot of people, the Chinese characteristics of wine, wine culture, the Chinese style. including me and my team meeting, why mention China style? this year's economic crisis so that we can calm down and think carefully. in the wine industry circumstances, we can just stop and think about where our problems. As the only newspaper with a wine industry, we are to guide the development of the industry, we need to do the vane of China's wine industry, will guide the We find the Chinese style. in the process of looking for Chinese style to think you are in search of Chinese-style process, we sort out our own business ideas and development planning. are looking for Chinese style, we go to learn foreign culture, rather than plagiarism. are looking for Chinese style, we constantly adjust our own development. are looking for Chinese style, we should innovate, to create our own wine culture in China. Therefore, I propose a production area and an industry In the process of development should be like. I mentioned four, if you are mature enough, should be a good industry and producing areas, the standard technology and quality as the core, the theme of law and industry self-regulation, professional evaluation and supervision as a support to local culture as the soul, mingled with a whole platform, so as to call it a mature or are in the mature producing areas, or an industry.
areas at present our Now China has nine sub-areas, are now doing these few areas, these areas well, I think it is in the areas of Penglai. He technical standards development, industry management, these areas are doing, not that he did very well. He is also a lot of problems, but at least he saw some problems. This is my personal areas of an opinion and the industry.
China What is the style in the end? our own say, Chinese style: hard-working, tough, simple Chinese temperament. Nationality and the product of market integration, the traditional culture and modern civilization, the crystallization of the times, integrity and harmonious development of win-win .2009 of wine industry trends, every year we have released a wine industry trends. In fact after carefully pondering over, is very much the same, the industry must be in constant development. This year I simply say a few words, certainly in the industry continuous development, the business must be in constant specification. wine was supposed to account for a very small piece of the market share, its share is certainly growing. This year's outstanding feature is the local consumers have been more and more attention. I also hope that through my speech, I hope we attach importance to local consumers, entrepreneurs here. personality growing, accelerating fusion of Chinese and Western, I do not deny the wine culture in the West. Their culture has given us more and better reference. In the current situation of world economic integration, the integration of Chinese and Western is an inevitable trend. The Chinese wine industry on the shoulders of giants, in the degree of forward progress, we have more reasons, more more learning opportunities, we should develop our own. look under the Chinese year of wine styles, all made in the financial crisis what is the Chinese style. At this time we also released its fourth annual meeting of China's economic theme of wine, that is, Publication of the 20th anniversary of the report on behalf of the Chinese wine Thank you for all the editorial staff the past two decades reports on the support of Chinese wine, and look forward to your continued attention and support, and look forward to with you the same fourth annual wine economy, Breakthrough Chinese wine culture to explore, to jointly build a wine culture with Chinese style.
Moderator: the cultural sector also want to use the industry's sales to prove their culture, boost on, the industry also hope that you do to promote my culture share and sales from time to time, to prove that you do not play the virtual, in the end who can do that? can do what? where we honor the invitation to the Northwest A & F University, Zhong-Xun Shen, vice president of wine to do the Sales views. cultural fusion boost the wine industry. Today, I mainly want to talk about three aspects:
First, I smoked more than twenty days this holiday time to visit the southern China market, what the mainstream market, in particular, is to Guangdong, what areas are open, I saw how the trend will go, I felt on the domestic wine, imported wine caused a lot of pressure. pressure in the end from where? me briefly share with you .
I walked around in the South, I feel the imported wine market in the south now ferocious, and even the waves, their current price, mainstream price points down to a hundred dollars below the price the Chinese people can accept. The original price advantage of domestic wines has ceased to exist. because I learned, part of the original import of wine, the price to 70,80 dollars. imports of canned wine, lower prices, and domestic wine has not much difference. especially is in some supermarkets and luxury hotels, business clubs, I went to a hundred family, felt the Chinese wine market, wine imports more than half are occupied. I was thinking, in addition to external factors, price and quality, in the end is What caused this situation to our domestic wine? market continues to decline, and feel that there are too many issues that we need to reflect on the cultural level.
I want to stand above the cultural level, the subject of much cultural , but I think, no matter how, as a wine culture and wine must be related. such knowledge, spiritual, physical heritage of some spirit, something that is inherited culture. From the perspective of food culture, just world Song editor also talked about this problem, we are mainly rice and vegetables, more variety. The West is a meat-based, relatively simple. they mix more easily. led to our liquor and wine is rice-based, they are wine-based. standing spiritual think about this question, we have seen above in the history of our country, due to heavy agricultural minor injuries, due to the complexity of our national politics, leading to a long history of hard times , heavy political and light technology, Burning of the Books, confining. led to the development of our wine culture, wine intermittent in the process of technological development, technological backwardness. new social talent, leading technology, we are now even materials are used in more imports, and our equipment is also imported, Chinese intelligence gone? the final analysis, a deeper social reasons, economic reasons. Because there are so many reasons led to the standard great voice and regulations not in China. International Wine standards more in accordance with French standards, in accordance with the standards set by Europe. including the division index, is also locked by the Mediterranean climate climate indicators. Chinese laws, measures not perfect, for example, talked about taste, and now enjoy our jobs often did not understand the Chinese people are talking about. cultural differences above, the Chinese food so much that with the distribution of dry white or red.
Arts Another substantial difference between the first division from the perspective of grapes, the most suitable areas in Europe in the cultivation of the most suitable varieties. our country to a large extent, a long section, where we got to who has the capacity land, where grapes can grow. has led to many, including large enterprises, in Bohai Bay region, after planting in some areas, and now a large number of open in the western Xinjiang expand their business. So I just want to say, our Chinese Association leadership, China's wine industry, China plans to develop the local wine industry leaders, we must ask you to firmly keep in mind that doing the right thing is always important than doing the right things. We Chinese are too many blind in non-appropriate grape growing region, the results invite the international winemakers, you are invited eight top international winemakers to no avail. because that place is not suitable for grapes.
grape production from the point of view, we have China, including some time ago I see that the seventh set of CCTV introduce our producing areas, they find ways to help farmers increase production in high yield. The European requirements for quality of grapes, is more limited production, yield, resulted in significant fundamental differences. they want to pursue the quality of raw materials, we have to pursue the interests of the economy. From the perspective of grape cultivation, they may be more emphasis on the aesthetic issues, quality issues, fine the problem, the standard issue , and we manage a large extent there is extensive, the pursuit of yield, and many farmers are no regular training, random production. From the perspective of grape varieties, they are more based on geographical conditions, market demand to determine the species. The our great country, our great industry, in many areas we are a red earth, only to raise three pigs. From the perspective of wine production, we will be careful to observe that, in terms of quality point of view, I am very happy that many Chinese wine entrepreneurs finally accepted the one-third of raw materials, seven processes. But I think you want to change this view, one hundred percent Chinese wine from the raw materials, there is no good raw materials, all processes and equipment are not available. should be formed an idea, decide what you all grapes. from the standard differences, the implementation of the West more international standards. and we are the national standards. national standard is correct, but we have more emphasis on national standards for physical and chemical health indicators problem. International more emphasis is sensory quality problems. from the process point of view, the basis for much of Western raw materials, timely adjustment of process, and many of our businesses, is based on the experience of heritage. including my internship where students, students said to me, Dean, how they do not want to tell me why people do not tell me. I went after finally told me, not I would not tell the students, I'm really sorry, all my things, the seed fermented for a week , is my master told me, I do not know why, is the chef told me. all the way with the tradition, not innovation.'ve spoken about technology issues. and it is related to equipment problems, equipment problems above, He should be subordinated to the process. We must be based on the requirements to choose the right technology, and economic equipment. and the actual situation of our country, there are some rich and powerful companies, I choose must be advanced and stylish device, there is no money When the equipment may be simple, not really take into account the needs of business processes, many of our local wineries are built, and my colleagues in the Australian study, people can have more than twenty wineries to a canning center canned a maximum saving equipment and plant construction investment of resources. more importantly, their goal is not canned this one. Their goal is to make certain kinds of good grapes, good wine. wineries to qualify wine. and our country, even some wineries do not own vineyards child, but very beautiful canning equipment, which is also called Chateau wine. I really have no way to understand this situation to make people feel very funny. We have some more ridiculous wine cellar, wine cellar next to have canned lines, they repeatedly stated that all of the wine cellar management is authentic original foreign production of wine, but he had the edge of canned lines.
My Italian friend told me that the set of China's wine market a portfolio to see how they do not understand it all. We into supermarkets, a city much of a difference in the city, and we do not understand the whole of these experts, each city have rules of the game in each city. We are now focused on the Chinese wine industry in China, and France Europe, they must pay attention to development, they are also very smart for the localization of marketing. by our country's own staff, through our own channels to sell their wines. from product positioning above, they pay more attention to the needs of customers, and we even greater extent, depends on what I can produce, I have what kind of grape, what kind of equipment, give you what to produce. We are now trying to do a great project is to guide customers to spend. I ask you to guide him to drink wine, you can change his staple food? you change his diet? He needs the money you give him? these basic things, if you can not solve, you talk about how to guide? from the consumer's point of view made me puzzled. Now people have to the pursuit of health, reason, tasting, do not enjoy the culture has been . We are now drinking is Herd, taking into account the face, fashion, taking into account the distinguished problem. made me feel very sad that my 6 month in Guangzhou to participate in the wine show, when saw a brandy, which has a thick layer of gold foil, gold foil after a shake, which golden light, I say that this wine is your country? He said that we made no problem. I said, sales in your country? He said our country who buy this? Why do you to China to sell? China has the need. I a thousand dollars of brandy to China after a loaded gold, to sell ten thousand dollars. In particular, some wealthy, big names, the face is very important, he can drink golden life, enjoy their lives the kind of wonderful, to disgrace the face of the Chinese people. This the biggest names in some of the more or less good.
history, culture, and we are no less the origin of them, but why do we lag behind than the others ? packaging above, their packaging is not much luxury. This with the norms. We are in the package above, luxury packaging, excessive packaging, Western style, or accidentally vulgar tacky. They rely on the inherent quality to win, and we rely on packaging in the campaign, and has become worse. From the origin of the wine we have just reported a great editor cried, others by origin, and we only need to place in any species. China's year of this place, I do not say, the problem to be resolved next year when his cultural breakthrough.
top grade in quality, they are industry associations and national strict legal standards. We are now graded in terms of quality standards developed by the above-owned enterprises, enterprises develop standard, and once I get back to College after a company brochure, I learned that after the grapes professional students asked me, the Presidency, which which one is better? selected, the master, preferred, selected. Sometimes that is not clear, which do not understand. very powerful and our innovations, technological innovation is not used, did not use the core of innovation, we use the momentum of innovation, and innovation results also do not understand who is . Our concept of person who makes too much. I have more than ten years in this industry, and there are some concepts I did not understand, foreigners ask me when I asked a sweating the fog. firm size, foreign is the cause of modest, quiet life. And much of our nation based largely on the United States, as long as the time of my financial resources permit, the only big is beautiful, bigger and more beautiful. with our Chinese traditional culture has a relationship, so we cover a small House also called the building, repair the small road, also known as the road. people in pursuit of life, mood, and we face the issue more consideration.
said so many Chinese have no hope? I feel very hopeful. Chinese will have a five thousand years of cultural accumulation. I simply think about that. importing low-priced wine mystery: first, significantly lower tariffs. Second, the global surplus of wine production a serious condition although somewhat improved, but until last year, the amount of the global wine glut is still about 200 million tons, their urgent search for new markets to digest. Third, the wine-producing countries particularly in Europe, the wine production of a large degree of subsidy. imported wine and domestic wine prices will gradually converge and will occupy more and more market share, which is beyond doubt. Fourth, our country imports some consumers trust the quality of bottled wine, but also like their taste. This is what I visited a lot in the South the general response of consumers. domestic consumption potential has not been further released. we must face our country and the gap between foreign wine, the attack face of the international market, the domestic wine should be how to deal with? So do the right thing always important than doing the right things. Our country can not be said manufacturers do not work hard, but we in Europe, Australia and other countries, we lose at the vineyard, missing in the wine culture, wine culture and the deeper is the concept of difference We made steady development of the fundamental measure of wine than on the terminal, but to grasp the beginning, relying on cultural integration, to boost the healthy and continuous development of wine industry.
constantly face the price of imported wine reduction, our country The reason the price of wine should be how much? our country wine consumption from 0.3 to 0.6 liters per capita, this is just a quantitative change only the beginning, really get to two liters per person or higher level of consumption depends on the consumer or the general public. Whether France or the United States, local wine prices in the local currency is a few dollars to a few dollars. our country, our wage levels with our local currency and their local currency terms, are similar, they earn a few thousands of U.S. dollars, we earn a few thousand yuan, they are a few dollars a barrel to more than U.S. wine are very good wine, wine prices will be how we do? In addition we are able to reduce social intermediate links, and faiths in addition, it is probably We must think about all the wine business, and must use facts to answer questions. I judge according to various conditions, in two liters per capita wine consumption is not a dream. I would like to have ten years to reach a liter per capita in our country, only in advance and will not be postponed. another two decades, per capita GDP of two liters or more, this is not a dream, this is the country's economic and social development determined the overall speed of things. We can consider that if the Chinese per capita consumption of wine amounted to two liters, we do these things wine industry?
this one in history and culture, there are so many problems, how can we treat? drinks, we Chinese often say a word: Man Under the food, must be based on people to decide what to eat rice, vegetables according to what you use to decide what drinks. If a man have enough to eat when, but also about meat? also talked about two bottles of good A little red wine and good liquor to a little white meat? I think the porridge together this morning, you say to drink white wine or red wine? the face of China's eight major cuisines, how should you with? Is the dry white, dry red , brandy, whiskey all put it? Chinese food is often complementary, so we have snacks, the next meal, said. all belong under the food dishes, snacks. Eight cuisine you study is over, today for a chef , you come out with not worked. So in this issue, we make great efforts to explore and try to carefully. the face of such a wealth of Chinese food, the people saw the flow of saliva to the food, wine with what you let him? I saw to worry about.'s wine culture with Chinese characteristics, the foreigners are confused by the whole. Our line of Chinese food is a human fusion of the Road, holidays, the maintenance of family ties, the treatment of various social relations, business negotiations table, can through eating, through dinner, through the dinner to create, to communicate, to exchange, to complete, to deal. The dinner must have wine, because wine without fragmentation seats. Chinese food way inside, involved family relations, social relations, interpersonal, and cultural taste, do not understand the whole six foreigners foggy today. How was your dinner, to see how well drink. Our interest, wealth, identity, status, very important to face all in a toast formed between drinks. There is no face to see what food I ate, that the generals also do not understand.
all of you must be fundamentally respect the consumer, we must allow the community to remember you product brands, we must facilitate them to memory, to your wine from a good name people remember. We export to the host country, must be accustomed to the local culture, a good name, so that people can remember. you no matter how good the wine, I do not remember the name of your foreign language. You Though beautiful, but I do not know who you are. In addition, to let you easy to understand, not get bit if you say, regardless of the host country's culture. Chinese people when promoting their own wine, but also spent a lot of French culture. You can not resonate with him, how he agree with your product? him how to buy your product? This is also a cultural breakthrough need. We are living through wine people, must respect the laws of the wine of life changes, I went to a lot of the hotel, wine bar a place, a place three, five, and when no wine library wine when it is brought out to spend. he did not know wine take a long time later, to wine tipped over, let the wine rest. More importantly, the wine is alive, he saved the process, not only will change the color and flavor will change, so that flavor changing too thick, fresh jam, while weakened, mixed aroma becomes more integrated, more coherent. in a bottle of wine after bottling, but also the formation of a more mellow bouquet. popularization of wine culture is all of you to do together . not only for their own internal staff to be trained to sell wine they produce, love love wine, so that they feel the charm of the wine, so that they are healthy, stylish, beautiful. through you to the proper training of wine distributors, to Let your wine where the hotels, supermarkets, night staff were on the wine market has a full understanding and awareness so that they know how to understand the correct understanding of wine, how to pour wine to the guests the right way, how to make wine, food , harmony and unity among people, to pleasing level. you be loyal to your customers to success, because he is pleasant to know that you can, know what you want food, he knows what kind of food with you what wine you to success.
every Chinese person in China is China, not necessarily China's wine market, he is the wine producers all over the world market, Chinese consumers want is good quality, reasonable price Wine, who respect the consumer, consumers who bought the account, to whom to support, the achievements of who. Chinese manufacturers hope that the fair, orderly, honest environment, the first of what each of us producers, distribution providers have an obligation to build a rational wine market order. producers should definitely establish a people-oriented concept, we have wines not only in the pursuit of profit and, more importantly, it embodies its own personality, its own dignity, their beliefs, their own value . our dealers establish a people-oriented concept, the implementation of complete respect for yourself ...