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On the first day of Vinexpo, Hansen, a Chinese winery in Wuhai,Inner Mongolia received some good news. Its Cabernet-GernischtWuhai Valley 2011 was commended at the 2012 Decanter World WineAwards. That is not the only wine French winemaker Bruno Paumard had toshow off to visitors at Vinexpo. Chateau Hansen 2009, a blend ofthree grape varietals, has already got four international awards -including a Berlin gold at the 16th Berlin Wine Trophy 2012 by theOIV (International Organization of Vine and Wine). Although he's looking for export opportunities, Paumard says hisprimary interest is still in the Chinese market. "Only 1 percent of our sales are for export. I come to the expo,get the medals and awards only for image," he says. "I even sell at a discount to the foreign market. But it is only sowe can boost sales in the Chinese market. That's our only purpose." Sun Jian, deputy general manager of Changyu Pioneer Wine Companyfrom Yantai, says he came to Vinexpo with his head held high. There certainly is no need for an inferiority complex. His company produced 150,000 metric tons of wine last year, or 200million bottles. Last year, the company showed a profit of 2billion yuan ($313.9 million). Changyu has 20,000 hectares ofvineyard, making up nearly 30 percent of the total in China. "Very few companies at the Vinexpo have vineyards bigger thanthat," says Sun. Although Changyu sells to more than 30 countries worldwide, itsoverseas sales is less than 10 percent of total output. Sun attributes Changyu's success to its strategy of concentratingon the mid- and high-end market, and a strong marketing team of3,700. Judy Leissner of Grace Vineyard, voted Wine Personality of the yearat Vinexpo, says she came for three purposes. First is for interaction with industry insiders. Then she wants tolisten to different opinions about Grace Vineyard, because she isafraid she may have developed a "fond bias" for her own wines. Thethird purpose is training. She says Grace Vineyard has no major expansion plans in thehorizon, but "we hope to maintain our present production and salesvolume". Grace produces 2 million bottles a year, and sells mostly insideChina. "There are plenty of foreign wines in the market. We areproducing mainly for the Chinese," she says Leissner thinks it is a good thing for the industry to have otherChinese vineyards improving quality and quantity. "I'd rather my competitors do well, because pressure will make usprogress," she says. "I hope one day there will be a 'Wines ofChina' section at the expo. There is no commercial secret in thisline of business." Li Demei, a Chinese wine expert based in Beijing, says the Chinesepresence at Vinexpo is still small. "It is a problem with Chinese enterprises. They think their marketis inside China, so they don't need to come outside," he says. "But being here at the Vinexpo is actually significant for brandbuilding. It can help them get an idea of better packaging, and itis a good chance for self-appraisal." Li consults for Helan Qingxue winery in Ningxia. He believes itwould be good for wineries in the region to group under the name ofNingxia, to raise their reputation, and help improve quality of thewines. "Chinese wines have definitely improved their quality, but there isstill a big gap between us and the international level," he says."Chinese chateau wines have made great progress. But they producetoo little to be of significant influence. "Compared to major international wine producers, China is still aconsumer market." yejun@chinadaily.com.cn. I am an expert from sublimated-sportswear.com, while we provides the quality product, such as Outdoor Cap Headwear , Womens Fitness Wear, Sublimated Basketball Uniforms,and more.
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