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Wine Market in China

2019-05-07 来源: 51due教员组 类别: 更多范文

下面为大家整理一篇优秀的assignment代写范文- Wine Market in China,供大家参考学习,这篇论文讨论了中国葡萄酒市场。近年来,中国葡萄酒市场经历了令人瞩目的增长和大规模的扩张,这是葡萄酒爱好者希望看到的结果。但由于它是一个新兴的行业,很多问题和挑战就在眼前,等待着人们去解决和面对。这不仅是中国政府的责任,也是葡萄酒供应商、葡萄酒爱好者和消费者的责任。

Wine Market,中国葡萄酒市场,assignment代写,paper代写,北美作业代写

Recently, Forbes claimed that an estimated 30,000 bottles of fake wines are sold in China every hour. The famous Australian wine critic Jeremy Oliver also estimated that 50% of wines in China are fake wines (Ambler). After reading this article carefully, it can be found that the data is a bold estimate by the Inter professional Council of Bordeaux Wine. Although this data is exaggerated, wine market in China do have some problems worth paying attention to in spite of fake wines. This essay will first points out three main problems of wine market, for example, a lack of wine diversity and wine education, immature wine market in China and then discuss the possible solutions to solve the problems from different perspectives.

As a wine lover, people would like to get access to a diversity of wines from different countries and regions so they could taste different styles of wines and feel the various terrior. However, due to the immature development of wine market in China, it is not strange that wine enthusiasts like me cannot always find reliable suppliers or shops to buy fine wines. Actually, it is not difficult to find wines in supermarkets or shops. But as people develop their wine tasting skills, wines sold in the supermarkets or shops could no longer meet their requirements. Since wines sold in supermarkets and shops usually tend to be cheap wines or relatively low-quality wines. People could easily buy cheap wines from new world like Chile, but getting a bottle of Grand Cru Classe 1855 or a bottle of Rioja Gran Reserva is not as easy as that. Bordeaux red wines especially Cabernet Sauvignon counts the biggest part in the market. Syrah, Merlot and Chardonnay also can be found in some shops, but not as much as Cabernet Sauvignon. Compared to red wine, white wine only counts for a small portion in the market.

In spite of the wine diversity and wine supply problem, a lack of wine education in China is also worth mentioning. Although according to the drinks business, demand for wine and spirit education keeps increasing and China witness great growth with 12813 participants, ranked second following the United Kingdom (French). It is suggested that most people taking participate in the WSET courses are wine professionals instead of general wine lovers and consumers. Therefore, the figure only indicates that wine education among wine professionals in China keeps raising. Most wine consumers still know little or nothing about wines. Since they have little knowledge of wine, they could not recognize whether this wine is corked or not,let alone the quality and style of wine. Therefore, they are easily cheated by some dishonest wine salespeople. For students who want to know more about wines, the course fees of WSET is too expansive, causing them find no way to get systematic study.

As the supervisor of wine market, government should take the responsibilities to regulate wine market. Currently, Chinese government has taken comprehensive actions to monitor the quality and regulate the wine market. For example, Ministry of Commerce of the People's Republic of China released Norm on Technology of Imported Wines in 2015. This regulates the translation of wine-related terms, such as the translation of chateau and wine region, wine grape varieties and so on.

However, many problems still remain to be solved. First, As a result of the booming economy, the imported wine industry witness an impressive expansion. But wine market in China is quite a mixed bag. Some dishonest businessmen take advantage of the insufficient laws and regulations and sell fake wine to customers. Some wines has been smuggled in so the wine suppliers could avoid paying taxes to the government. Therefore, government should establish new laws and regulations to punish dishonest businessmen and award the wine company that obey the rules and laws. Only releasing new laws and rules is not enough, the crucial thing is to execute effectively. This needs the government to organize different departments to work together. Otherwise, the wine market would remain to be unregulated.

Second, government should encourage the development of wine industry from various perspectives, such as from financial aspect and educational aspect. For Financial aspect, government could encourage the local emerging wineries by providing basic infrastructure such as electricity, irrigation, loans for purchasing wine-related equipment and funds to recruit foreign wine professionals. With the help of the financial support of the local government, the new wineries could focus more on their planting and operating. For educational perspective, currently there are only a small number of universities opening wine courses and wine-related majors. People who would like to study and research the wine could hardly find the right place to explore the wine world. Although there are some wine courses provided by Wine and Spirit Education Trust and International Sommelier Alliance, the course fees are relatively expansive. For students who do not have income, they still cannot get official and systematic wine education. Only by education, wine culture could be promoted and understood. The government should also establish the system for training wine-related professional such as winemakers, grape growers, wine marketing staff and sommeliers. On the other hand, it is of great importance for local wineries to learn from foreign wineries and study the advanced wine making skills. Government could organize wine professionals to go abroad to study or cooperate with foreign wineries.

Apart from government, wine suppliers or wine importers also should find the target consumers and educate them properly. Since most Chinese consumers even do not know wine is divide into red wine and white wine based on wine color. When referring wine, they believe it is red wine (Liu and Murphy 101). However, a small number of wine consumers do know much about wine, some of them even have passed WSET level 3. The complicated situation of wine market in China requires wine suppliers and importers to find out different requirements of different consumers. Fortunately, some wine suppliers have narrowed their target customers to a specific group. For example, a increasingly popular online wine shop on Taobao called Miss Yuan’s wine shop maily sells sweet wines. According to their website, their main target customers are young women who pursue fashion and attach great importance to life quality. Compared to dry wine that is not easily accepted by people, sweet wines attract more attention and could be matched up with food and drank easily. Miss Yuan’s shop has successfully seized the heart of a specific group of wine consumers and ranked top 50 among wine shops on Taobao within a very short time. Since fans of Miss Yuan’s wine shop trust its brand, Miss Yuan’s shop has began to enrich wine catalogue on their online shop. It is a successful case and other wine suppliers should learn a lesson from them.

Not only wine suppliers as well as government should take actions, wine consumers also could take some measures to make contribution to wine market in China. The thing they could do it to educate and improve themselves. In terms of not getting access to fine wines, wine lovers actually could refer to the following suggestions. First, attending master classes and wine tastings organized by wine organizations and wine masters. For example, James Suckling, one of the most famous wine writers and critics in the world holds Great Wines of the World almost every year. This event usually takes place in Hongkong in November. In this event, people could get access to taste top wines and fine wines in the world such as Mouton Rothschild, Opus one and La Rioja Alta from the most influential wine regions. Wine tastings organized by regional wine organization such as Wines of Chile often provide local varietals for participants to taste. It is also a good chance for wine lovers to taste uncommon wine styles. Second, Instead of going abroad, people could take advantage of online wine shops to get fine wines and taste diverse styles of wines. With the help of fast development of E-commerce and Cross-border E-commerce, it is no longer difficult that people could buy wine around the world only by a computer. Hongkong and Macau are also good choices for wine lovers to search fine wines and uncommon wines, since they have a much more mature wine market compared to mainland China.

Wine market in China witness impressive growth and massive expansion in recent years, It is a result that wine lovers would like to see. But since it is a emerging and new industry, many problems and challenges are around the corner, waiting people to solve and face them. It is not only the responsibilities of Chinese government, but also the responsibilities of wine suppliers and wine lovers as well as consumers.

Works Cited:

Ambler, Pamela. “China is facing an epidemic of counterfeit and contraband wine.” Forbes,

27 Jul. 2017. www.forbes.com/sites/pamelaambler/2017/07/27/china-is-facing-an-epidemic-of-counterfeit-and-contraband-wine/#212475ff5843. 9 Aug. 2017.

French, Phoebe. “Demand for wine and spirit education at record high.” The Drinks Business, 3 Aug. 2017. www.thedrinksbusiness.com/2017/08/demand-for-wine-and-spirit-education-at-record-high. 9 Aug. 2017.

Liu, Fang, and Murphy Jamie. "A qualitative study of Chinese wine consumption and purchasing: implications for Australian wines." International Journal of Wine Business Research 19.2 (2007): 98-113.

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