International Online: A marketing practice for a wine culture promotion organization

International online coverage (reporter Wang Ben): "It is a social development to a certain stage of the product, it relies on the development of a large economic environment, if http://www.aliyun.com/zixun/aggregation/7837.html" > China's economy is not good, Its sales will certainly not be good. "Beijing Yi Xiang Century wine Culture Communication Co., Ltd. CEO, the company founder of the article is included in the evaluation of Chinese wine market sales." He was acutely aware of how to rely on China's market to practice his wine dream.

Before dealing with wine, the article is engaged in the IT industry, through his friends in France and he had contact with wine, he has a strong interest in wine, and decided to go to France to study wine culture. At a wine school in Burgundy, France, where he received his master's degree in Wine brewing technology and business, he visited more than 300 wineries in the region of Burgundy and went to the United States and Spain for two years after graduation to pursue relevant professional courses. When he returned, he founded his own wine training institution. The article said: "After graduating from home, there are very few wine." But I think the future of Chinese wine market will be very large, there will be rapid growth. I think that an industry needs talent, the rapid development of the industry and talent is closely related, I think wine education for the rapid growth of the market is useful. ”

2004 China's total wine production of 370,000 tons, compared to the 3.12 million tons of liquor production, the market still has a lot of room for growth. This year, in this industry, the draft wine industry standards have been revised, "China Wine Industry Credit Union" was established and wine was included in the market safe access products and so on the Chinese wine market far-reaching events. Wen and his partners think the domestic wine market is promising, but instead of investing in the wine industry, they are doing a wine education. The article says: "Everyone is good at something different." I am not good at doing sales, but if said to the consumer or to provide valuable products to the industry, as long as the heart to do can do the product, this is my good at. Selling things is not to say that the intention to sell will be sold out. ”

The article said that at that time in China's cities generally only a few companies in the sale of wine, but they predict the future China may become a big wine consumer country. He believes that the growth of the industry will inevitably bring about the demand for talent, such as smart phones if the rapid development, then smartphone developers must be more than a few times the growth. The reason for the rapid development of Chinese wine industry, the article contains that wine sales and economic development is closely related, if the economic development is not good, wine is absolutely not necessary. The article contains said: "Wine is a social material development to a certain stage of natural generation, we solve the food and clothing to solve a part of the entertainment, may be the health of the body and a few people may be interested in the taste or culture behind the wine, then the wine industry will emerge." If the economy is bad, the sale of red wine will never be good. ”

The latest figures from the International Wine and Spirits Research Institute show that the Chinese drank more than 2 billion bottles of wine in 2012, 2.7 times times the number in 2007. The group also predicts that by 2016, the Chinese will consume more than 3 billion bottles of wine a year. According to this trend, the paper contains forecasts that although China's wine consumption started late, consumer maturity is not enough, but with the rapid economic development, the market will have a very broad prospects, and consumers will be more and more mature. The article said: "Any country in the early days are the same, early people drink wine is to drink play, and not necessarily everyone from the beginning to accept this sour." With the appreciation of the ability to improve, each city will emerge some more wine-savvy business people, some real wine enthusiasts. People will slowly improve their understanding of wine. ”

Currently in China, there are many companies engaged in wine education, but most of the wine sales as the main business, in addition to the sales also provide teaching and training services to customers. The training institutions included are more oriented to wine lovers and provide professional certification to the wine industry practitioners. To this end, they recruited from all over the rich experience and expertise of the wine lecturer, 亓闻 is one of them. Although young, 亓闻 has "ISG International Sommelier Association Diploma", "Portuguese Wine Association consultant" and a number of wine professional magazine Writer's title, she has served as many domestic and foreign wine competition judges, visited the world's major wine-producing regions. 亓闻 said: "I did not like wine before, once I went to Shanghai to visit a good understanding of wine friends, he asked me to drink a bottle of New Zealand's looks (white grape variety-Editor note), this bottle of wine is very fresh, in the summer very hot environment slightly cold, with the fresh smell of plants, a feeling of human heart , let me be mentally startled. I think the wine is not as strong and exciting as other alcoholic beverages, not only alcohol, it has aroma, it has its historical story, the culture of the region story. From then on, I began to love wine slowly. ”

亓闻 said that in becoming a full-time wine lecturer, it is a pleasure to share with students the understanding and love of wine. Go to some large wine tasting or exhibition, someone suddenly came to call her Qi teacher, psychological more satisfied. However, 亓闻 also admits that, with the recent years of students ' wine tasting level more and more high, put forward the problem is very technical difficulty, even the questioner himself is the industry, which also inspired her to continue to learn and improve. 亓闻 said: "Many wine companies in the sales, procurement and management staff, as well as the hotel catering industry sommelier, they have learning needs." For example, when the sales staff in the liquor, the company may only train their products selling point, but the wine has enough knowledge and further understanding of the need for professional training. Students also have a lot of wine lovers, because wine more and more as a social element, many people because of social needs will learn wine tasting, etiquette, collection, investment and so on. ”

Students Pei Yuan graduated from the French Bordeaux Business school, specializing in wine market and sales. She is in Beijing, a tobacco and alcohol sales company as a training teacher, the day-to-day work is responsible for the company's in-house staff to provide tasting training courses. In order to expand his expertise in wine to better cope with the problems encountered in his work, Pei Yuan has been following 亓闻 for three years because she feels that studying here is a great help to her career. Pei Yuan said: "The first is because they want to upgrade some knowledge of things, on the internet to find Yi Xiang International courses." 亓闻 Teacher's knowledge is very profound, I learned a lot from her. The study here is very helpful to me, from the knowledge and the range of friends is a sublimation. ”

There are also some students from their own interest in wine and hobbies to sign up for study. Shanshan, a student at a university in Australia, plans to stay in Australia after graduating this year. She says she mainly studies because of her personal interests, and professional relevance is only a minor reason. Shanshan said: "I majored in Hotel management." We have some wine-related content in our major, but they are unable to provide qualifications and are not very systematic, so I will learn it myself. I want to be a wine trader or a sommelier in the future. To learn is mainly because of personal hobbies, followed by my major in the future can also be developed. ”

When we choose to open a bottle of wine, we open the culture. Every man with a wine knife, whether he is a waiter or a good friend, longs to be a true companion. Market Pioneer Wen Gan and his colleagues are like in today's era, help us find out how to understand the "flowing mountain", the value of the Ziqi period. Otherwise, a bottle of good wine is not a waste?