[Explanation] According to data from the China Chamber of Commerce for Import and Export of Foodstuffs, Native Produce and Animal Husbandry, in the first eight months of 2022, China's cumulative import of alcohol was US$3.204 billion, and France was the most important market for alcohol imports, with an import value of US$1.248 billion.

In the first 8 months, China's alcoholic beverage exports totaled US$974 million, a year-on-year increase of 16.66%.

How can Chinese domestic wine go overseas better?

During the 5th China International Import Expo, the reporter visited a number of imported wine dealers to understand the situation.

　　[Concurrent] Wu Jianjun, Deputy General Manager of East China Region, Marketing Management Center of a B2B Imported Wine Trade Website

　　In fact, our liquor has gone out of the country, and it has also won some gold awards or awards with higher gold content in some international competitions. Awards with very high gold content, such as Lafite and Penfolds, have also begun to choose to establish wineries and acquire vineyards in China.

I don't think our wine quality is worse than others. Marketing needs to be strengthened. This is the first point.

The second point is that wine has become an industrial product in foreign countries. Some of the relatively high-quality wines in our country are mainly produced in limited production, and then the labor occupation is relatively high, which leads to a relatively high cost, so relatively speaking, the price/performance ratio is slightly inferior.

　　[Explanation] The person in charge of a whisky import liquor company said that compared with spirits from other countries, Chinese liquor is more pungent in taste and higher in price. Many small manufacturers have limited funds, which has affected the overseas market of domestic liquor to a certain extent. market sales.

　　[Concurrent] Ke Jiabin, a whisky importer

　　Our company has been making single malt (malt) whisky for 11 years. In fact, the domestic market has not been very accepting of single malt (malt) whisky at first. In the past 3 to 4 years, whisky has experienced explosive growth.

(Liquor) taste issues, market acceptance, and promotion and marketing are also a very important direction.

In fact, there are many good (baijiu) wineries in our country, but their own funds are not enough, and it is not so easy to promote them overseas.

But big wineries sometimes have high prices, which also makes many (overseas) ordinary consumers unable to accept them.

　　[Explanation] A vodka liquor merchant told reporters that although vodka liquor is still a niche in the Chinese market, it has been popular among young consumers in recent years because it has been used as a base liquor in entertainment venues in many big cities.

　　[Concurrent] vodka importer Zhao Kangjia

　　For example, what is behind us is vodka, which is equivalent to Russia's "national wine". If vodka entered our country, it should be said that the history is actually quite long, but it has never been able to take root in the Chinese market like our liquor. above.

It is mainly because the raw materials of liquor and vodka are different, which is an essential difference and also leads to some changes in taste.

Just like the Russian, he also likes to drink our liquor, very much.

In our country (consumers), the vodka drinking market is still relatively small, but vodka is also used as the base wine, and it is also very popular in bars and KTVs.

China pays attention to wine culture. There are also wine cultures abroad, including its entire (wine table) etiquette, as well as their concept and cognition of wine. Marketing is only one aspect, so I think more is to export Chinese culture. .

　　[Explanation] The owner of a French winery told reporters that he thinks Chinese wine tastes good, but wine consumption is closely related to the culture and history of the country and region where it is located, and Chinese wine still needs time to develop overseas markets.

　　[Concurrent] RAMEL Francois Félix, owner of a French winery

　　(The overseas market of Chinese wine) has just begun, although it is not yet popular, but we are already looking forward to the influence of Chinese wine.

France is a country rich in wine, and we are looking forward to and interested in Chinese wine.

　　(So ​​you think it's just a matter of time?)

　　Yes, I believe that maybe in the next ten years Chinese wine will be popular in the European market.

　　Zhou Sunyu reports from Shanghai

Responsible editor: [Li Ji]