USASIAIG brought Chinese wine delegation to California

2017年12月18日,美亚创新促进会组织深证市葡萄酒行业协会一行访问加州,并建立“wine to China”平台,帮助中国企业进口加州葡萄酒。以下是China Daily对此次行程的报道。

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Middle class raises glass to US wines

 

A delegation of 20 wine importers from the Shenzhen Wine Industry Association celebrates the establishment of a liaison office in San Ramon, California, and the launch of a new platform called “Wine to China” to facilitate the import of California wines to China, on Dec 18. PROVIDED TO CHINA DAILY

 

China’s growing middle class and its taste for wine have prompted a group of importers to pursue fine wines from California.

The 20 representatives from the Shenzhen Wine Industry Association, which represents more than 2,000 wine importers, recently visited California’s wine regions, including Sonoma and Napa counties, and the Woodbridge winery in Lodi.

“For a long time, California wines (had) a relatively low market share (in China) because of the wineries’ insufficient understanding of the Chinese market,” said Wu Yunping, president of the Shenzhen Wine Industry Association.

“When they were waiting for Chi- nese importers to reach out to them, they missed the opportunity to tap into the huge potential of China’s con- sumer market,” he said.

To facilitate California wines’ exports to China and exchanges between California wineries and Chi- nese importers, a liaison office of the association was set up in San Ramon, California, during the delegation’s vis- it, and a platform — “Wine to China” — was launched.

The platform provides such services as researching the wineries and product information, logistics, and certification for source traceability to counteract counterfeits, according to the association.

As a result of the delegation’s visit, Shenzhen expects to import 300 con- tainers of California wines every year in the next three years.

In recent years, the Chinese wine market has seen explosive growth. The current market is worth $11.7 bil- lion, but it’s expected to reach $30.7 billion in three years, according to industry data.

As China’s first free-trade zone, Shenzhen started importing wines in 1980, and has since dominated the country’s premium-wine importing business.

In 2016, Shenzhen’s wine imports ranked first in China at $678.9 million, about 30 percent of the nation’s total. Although American wines have a small share of the Chinese market, which is dominated by French vintages, the Chinese have developed a taste for US wines, especially the high-end ones, according to Wu.

The next 10 years can be the “golden decade” for China’s wine market, as the country is expected to become the world’s largest wine market by 2027, driven by the growing middle class and the millennial generation — the primary wine consumers in China, Wu said.

“Wine to China” is also part of the association’s strategy to build Shenzhen into China’s largest wine-trade center.

“It’s well known that California wines are of premium quality, and they never lack buyers. But the winer- ies here are excited at the prospect of tapping into the growing Chinese market,” said Stephanie Xu, founder and president if US-Asia Innova- tion Gateway, a Silicon Valley-based organization aimed at advancing eco- nomic opportunities between the US and Asia.

“Wine to China” was actually the brainchild of Xu, who got the idea when she heard US delegates com- plaining about wines during their China trips.

“With the help of ‘Wine to China’, the US-made wines can build their brand-recognition among Chinese consumers and compete with other, more established international wine brands in the Chinese market,” she said.