Moderator: The Third Annual Conference of China Qinhuangdao Economic wine International Wine Industry Development Summit 2009 will now continue. Recent changes in the world situation, said the world economy depends on G2, to see what Obama movement, to see what China action. we all see who it China? Although the past few years our Zhejiang, Shandong and Liaoning have developed, but China still depends on Guangdong, Guangdong, China's wine industry is not only a large area, is also China's largest area of wine consumption , now please, deputy director of Guangdong Provincial Alcohol Administration, Guangdong Provincial Alcohol Industry Association, Mr. Zhu Sixu do excellent report. applause there, please!
Zhusi Xu: Distinguished leaders, distinguished guests, First of all, thank the Chinese wine Qinhuangdao Municipal People's Daily and the Government can provide such an opportunity for me here a little bit about my experiences on the wine.
I talk about that experience, I am very pleased and very honored to have such a wine industry investment . Why do you say? There are three words we can summarize an experience. Confucius has made a very good: Those who know, know as well, good to know those who know not the music. We know that the wine industry We know a lot of knowledge, know this better like it, good to know who is like, well it. like it, we'll go all out into the industry. good to know those who know not the music, John Allen who we plunge into the liquor industry, as part of the game which is the formulation of rules of the game and the players. We also feel that there's a fun in the spirits industry. So good to know who who know not the music. This is an experience I said. wine industry is a very interesting industry, well aware of, know as well, good to know as John Allen.
second experience is that, since in the alcohol industry to To explore the liquor laws of development of the industry, according to the law to engage in all our activities. Meanwhile, the wine must be moral, to have wine mind, but also join this to go inside. Chi Tao, we are interested in exploring law of development of wine industry, wine industry, taking the road of development. According to Germany, according to character, that is the wine of ethics, we in the wine industry, we must have wine, Germany, in accordance with the character to engage in the liquor industry. by people, who are minded, benevolent is love, benevolence is a broad-minded. So the Chinese have inherited a traditional, Chung Hau righteousness, inherited the loyalty of Japan, only samurai; Korea inherited piety, their very national spirit . We inherited a kernel of China, with a broad mind. Finally, back to the music, called the trip to Art, since we have engaged in alcohol industry, or in one as well, to comply with the game in the alcohol industry, to act in accordance with the rules.
Only wine immeasurable, there are two kinds of understanding, one that we can sell you both the production of alcoholic products, the amount is to meet people, and is infinite, a former workshop production, home brewing. a lot of people will drink your big drinker, and very will to drink. But the second sentence is called less than chaos, do not drink and drive, not to the degree of disorder. We can not drink driving, we also observe in the wine on the table Our wine Germany, can not be arbitrary. chaotic future we will be hurt feelings between friends, can also cause a bad effect, this is a digression. I said a few words is on the wine industry is very engaged Fortunately, these three ideas.
fit this theme, Mr. Liu gave me an essay called situation.
Second, the harsh reality of the market in Guangdong.
Third, what we have to take countermeasures.
First, now more severe situation, the president just talked about Chao grape disease-free We have some wine experts, while also talked about doing Huajiao Zhang Li, grapes, and I talked about most is selling grapes. This is an industrial chain, from grape to grape production, to sell grapes, this is a complete chain. There are several figures in previous years, I share with you, we know our situation is quite grim.
one, and now we are the world's twelve thousand vineyard acres, is the area of China six hundred twenty-eight acres, more than four hundred thousand hectares, the total proportion of our China can, and accounted for five per cent o'clock. Chinese grape growing area is quite large. Second, the production of grape production. Global output is sixty-six million tons, China's production of grapes a year is about 6.27 million tons, the proportion of 9.5%, also quite impressive, the figures come out, we kind of grapes area, the amount of grapes produced are quite impressive. but the third of our numbers began to see that gap, we planted 15% of the grapes is used as a wine, the international average of 80% is used as a wine. We The grapes are mostly eaten raw, raw is 75% to 80%. From this you can see, we really used as a proportion of grapes figures compare with international standards. The fourth number, as we do in a small proportion of grapes Therefore, production of our wines on the international scale is still relatively small, last year was 700 million tons, the international community is 2800 tons. We have increased the proportion, and now there are between 1.5% to 2% . The fifth figure is sales, there are two ways the international community, one is about one hundred billion euros, one of about a trillion dollars. our country is 18.5 billion last year, the proportion is about 2%. The sixth number, alcohol consumption, the average international also has two numbers, called 7.5, is called 4.5, we are 0.5, the Chinese fear most is Helenians to the average, equivalent to one fifteenth of us . The seventh number is the import and export, and now probably more than ten million tons of imports a year, last year was 10.8 billion U.S. dollars of imports, the volume is 15 million tons, our export is 09,000 tons. import and export, we can see that we quality of the wine, the ratio. our production and consumption with the international community still has some gaps.
two major types of wine, beer is the largest amount, then wine, then liquor, health wine . Four kinds of wine, the biggest beer, beer accounted for about 76%, 11% wine, hard liquor, brandy, whiskey accounted for 10%, the rest are health wine and other alcoholic beverages. can see the wine in account for the various types of liquor ratio is very large. our country is the ratio of these wines still have a gap. But now in the integration phase. In China, several kinds of wine, beer accounted for 80%, spirits Wine accounted for 12%. especially the white wines, liquor would like to increase the difficulties are very great, is the elimination of competition he was up very much. The third is the wine that we share is about 1.5%. We still have a gap , there are also illustrates the gap we have hope.
III, now on the market in Guangdong, said the situation was very grim Why it? The first is the cost, we in the final analysis is to drink, look at the results, to see price This one, this morning we explore this issue, and now wine's price is very competitive in the country. imports come in around 20 dollars, to the VDP-level French, there are also cheaper, VDP level, we have 9 July Canton Fair opened in the liquor, he can buy a standard 9.9 million French VDP.9.9 wine to which non-tariff free trade zone, which you come in the tax area clearance, tax money, you come out, you have a 50% tax of about 10% of the tariff, VAT, etc., add up to 48.2%. he played this concept, we all know that prices are generally not given the money over time, to leave a little room, in fact, 10 dollars, and 9.9 is entirely consistent. you clearance out of 15 can pass to a VDP level of French wine. can be seen from this, we, Chinese wine, to the VDP-class, 15 dollars you can do that? this one I not an expert, and there are experts, we have to consult experts. But when we drink to feel it, sold for 15 dollars 100 dollars, sold for 5 times that, no problems, sold 10 times is possible. Why is the import of wine before profits? most teachers, the most sub-person pricing is 3 times the 5-fold is very normal, given 10 times the people do not know, but now has begun a rationalization. this one we see between domestic wines and imported wines, the gap, we compare the situation is still grim.
second point: in the Guangdong market is relatively grim reality:
first a reality in the Guangdong market, liquor third of the world market, beer accounted for 30%, 30% white wine, wine 30%, mainly wine brandy, whiskey, Hennessy, etc., there are still some of the imported wine market in Guangdong is probably accounted for the entire wine wine sales the amount of about 15%. The proportion of foreign liquor is very large, it can not see in other places this phenomenon. in the Pearl River Delta region you go to any place, when you drink, are out at every turn a bottle of Hennessy, XO. Why wine sales so dramatically? dealers we have here, we can work together to explore this matter. First, it's alcohol content is 38-43 degrees, it is advertised as an international standard degree of alcohol. The people feel that the degree is not very strong, taste acceptable. Second, it can be a variety of drink this wine law, can blending with water to drink, you can ice drink, can look at soft drinks. and to promote foreign boss, He said you any kind of drink, as long as there is for the sale, he is very happy, are encouraged. including wine, wine blending before many of Sprite drink, I said to be low, and a few dollars of wine, and sour and astringent. a very high-end wine blending Sprite is justified. He atmosphere in order to increase his order more drinks, he blended Sprite, this is justified. should promote diversity, because the wine is really too bad you had point. But if the high-end wine, we do not advocate blending, and should be authentic. blending wine are low, including the tens of dollars, one hundred dollars for. really good wine is not will further blending. wine diversification in consumption. there is one, its market positioning is very accurate. brandy liquor, Hennessy, officials say it is based in the Chinese market, with Chief, Director, Governor, This product positioning Hennessy very prospective, VSO chief directly, 200 dollars or so. to the various parts of the city, Guangdong drink, drink this wine on the head of a particularly large number. XO mainly for level cadres. Our Director does a lot to drink XO. Pui Modi is now over four thousand dollars, and it is a departmental-level cadres to drink. you get to drink XO to departmental-level cadres, he will not drink. There is another Richard he saw the Chinese market, when the original eight thousand dollars a bottle, last spring, when all of a sudden rose eighteen thousand. is the big boss to drink. deputy provincial cadres drink. It's after-sales service is very accurate. He has a few very good: first, sell very good market position. Second, after-sales service and good service. Third, the crackdown has done a very good job. We will certainly receive the New Year, when some small gifts, hot weather, the wine company to send a small gift. birthday, he was a very good wine to you. particularly in the public relations aspects of leadership has been very thin. leadership with a drink, the following also went to drink. So one-third world, an analysis about why the selling of wine so good? has its truth in it. there is a rights protection, some of our manufacturers representatives, manufacturers representatives, including liquor, no representative of a manufacturer's rights to do so good wine. They have Almost a hundred people specialized in the market inspections, with a very good relationship between law enforcement agencies, found a counterfeit, fake right away, to close the dens. found that 85% of the relevant dens are Chinese liquor. Chinese companies should be grateful wine company He helped China to fight a lot of counterfeiting. we investigated dens, are white dimples. They identified the first time out, we want to open identification, identification of people at that you pick me, I'll get you to do to identify . We also have a lot of alcohol, let him do identification, but also to go for a drive to pick him up. It can not be said, why do you always blame someone else is doing so well, we doing a bad job.
second reality, and wine in various parts of Guangdong, Zhang Yu the Great Wall in Guangdong did not sell very well. I know a company in Shenzhen, China Great Wall to sell five million a year. wine a few years ago, is a major industry of small wineries and the combination of his big industry very good, but this one in the small winery, so that foreign companies in recent years, occupation, and now sales of almost one to one there. Why is there such a phenomenon? and there are a few questions, the first , after the zero tariff, and now easier than ever before, policy issues. Secondly, now many people in Guangdong to study abroad, they go abroad and do not know what to do for the future, especially to Australia, he said that he invested two cabinet wine, investment immigrants to OK. we're going to open the wine fair, there is a boss, he said I just went to Australia, I bought a 120 million yuan of wine on it. I aim to achieve, that is immigration. there is a group in a foreign country immigration, what law has to sell. previous years, grain stores and more, then many pharmacies, and now to go to Guangzhou, Shenzhen, a small bar a lot. so there are a bunch of study abroad, these people have imported wine, a small winery wine made some contribution. the current market is quite chaotic, but also mixed. This situation also appeared in Chinese wine and imported wine game. Originally, I said the wine had three games, one game of Chinese liquor and wine, and now Chinese wine festival Day retreat. I asked dealer, he said he accounted for 70% of the wine, made in China accounted for 30% of white wine. This is the status of liquor and foreign liquor.
Chinese wine and foreign wine game. now wine, a is the largest industry in wine, Castel we all know, this is defect-free wine, and go around in circulation. now the largest foreign wine to do is a small winery wine. Speaking of wine, wineries, comparing spending power in Guangdong strong, and now all the leadership of an opening Lafite, but Rafi is indeed very popular in Guangdong, he did not know what good quality small wineries. So the higher the more speculation wine Rafi, Rafi 86 years to sell four in Guangdong million dollars a bottle. Now this phenomenon also occurs, a small winery in the area they do not know the circumstances, have begun to know that some big brands, big brands are consumer driven. a year is 36 million bottles, Box 2500 , Rafi was not enough of these a little bit of drink in Guangzhou. China keep up wine up wine in a small estate.
third reality, consumers become more rational. Hong Kong, the impact of zero tariff, and now many of us go to Hong Kong buy alcohol, we recently promoted in Guangdong Free Trade Zone, a project because of the then Hong Kong, with zero tariffs on wine from around the world which lead to the Free Trade Zone, China, 50% tax rate, which lead to the reported tax rate, you only pay storage rental, first in which the transaction site, such as one hundred dollars of wine, me a hundred dollars to liquor, I only pay Diancang rent, for example, a hundred bucks, you buy, they must get 150 dollars. China's tax revenue you to buy, the world of wine in your collection here, they saved 50% of the cost of capital. buyers out there 150 dollars, 100 dollars is enough vendors themselves. The market can only take the middle and low of the market, could not walk high-end market, because tariffs are too high. So I just said should be first-class Customs service, second-rate products, third-rate prices. because this place is the base of the wine world, the CMC, it is your first-hand goods. There is also a impact, the impact of zero tariff in Hong Kong, Hong Kong, premium wines sold as a zero tariff. drink Lafite people are from Hong Kong, Hong Kong is a zero tariff, smuggled. a bottle of Lafite 2005 that Hong Kong is eight thousand to between ten thousand to Guangzhou is 15000-18000. If you clearance in the Guangzhou Free Trade Zone, not a penny earned. But the other side of the merchants in Guangdong came through the ant, he earned a thousand. This If you play a piece of tax, the cost to twelve thousand, if you came in Hong Kong, I sell you twelve thousand words, I make four thousand dollars. Hong Kong, zero-tariff market impact for us, for our consumers impact is very serious. At the same time, but also develop our understanding of that wine consumers in the gradual, step by step to know what is the price, know what the wine much cheaper. this is our homemade wine is a cruel reality.
The third question, what kind of measures should be.
First, domestic wine or to do honest wine, wine made in strict accordance with the standard. so that we can make good wine, a large-scale and large industries of the wine, China does not lack, Changyu, Great Wall, we do not lack. we lack is a small winery of wine, we should do in strict accordance with the standard, the output can not exceed 800 kg, honestly follow this to do. you do not to do so, our market might be discreditable, and will give all the wine winery foreign occupation. It also takes time to develop. do not do what we honestly have no way to make good wine. It must be time to slow slow to do it. Fortunately, we also have some good wine out. a few years ago, we drink in the Huangpu River, after finished do think we still have good wine country. We do not feel inferior, we still have good wine, do not things lose their baby, their own batch of the robe of wine for every household to discuss things, we still have to slowly develop their own small winery wine, but fortunately we still have some small wineries in the wine is good. < br> Second, marketing to innovation. wine marketing is worth a lot we can learn from. homemade wine if it does not in marketing innovation, and must be left behind. with the Art of War in one sentence, to make a product quality must be honed, not temper is not easily beat out. victorious forces must win the war first, how a good strategy, so a good win victorious military strategy strategy first, and then go play. So there must be a strategy. Some of us here are very successful , in Guangdong, there are some from the Internet to the store from a city is engaged in a head office, to the communities which engage in the community shop, and now some were very successful, is the domestic wine. there are dozens in the community show a selling point, a city which had dozens of stores, this is the marketing innovation. Our products are also not kept pace, we want to beat on the marketing of wine, and we must win.
Third, the state policy. now made wine there is a gap, as far as we know, there are subsidized imports of wine, so we have to appeal to government departments, on the one hand we can not take subsidies, on the other hand, we are now fighting a tire with the United States anti-dumping. Now in the wine, we only parry the force, wine, how to do anti-dumping, should do a research. in the exchange rate, foreign exchange deficit, we are surplus products in China, but was absolutely in the wine trade deficit, the deficit in the number of not small, we can do related work. to protect our markets, there is no technical barriers, but also protect the threshold for the other.
Third, the financial crisis of the wine industry. I believe that our wine industry In your efforts will usher in our next spring, thank you!
Moderator: Director General Ju's report, the language of rich, detailed data, careful analysis, comparison of positive and negative, and typical examples are makes us feel benefit.
below please vice president of Northwest A & F University, Hua excellent report for us.
Li Hua: The first question I want to say an overview of the world's wine industry and inspiration.
the world wine industry reached a peak from the 80's, has been in decline stage, more recently, in a stable period. The stability of China are mainly represented by the rise of the Asian wine industry. either from consumption or production are the same trends. Wine production and consumption gap between the now relatively smooth. is still represented by China as the Asian wine consumption growth. from the earlier report of Director General Ju can see that the world should thank the Chinese wine consumers , particularly Bordeaux.
economic integration in the global wine market and competition, especially to domestic and foreign brands of wine in China in the increasingly competitive conditions below, we have the guidance of scientific concept of development, in consider the protection of the environment under the premise of people-oriented, people-oriented not only consumers, but also producers. increasingly improve our national grape and wine industry, and take the continued production of the road, in order to improve our national grape and wine industry's core competitiveness. production of high quality grapes, wine grape production to ensure a fair return, protection of grape origin, respect for the human environment, to become a grape and wine industry all the work. Why do we need this? grape and wine producers to ensure a reasonable return, we all know, the wine's quality, style characteristics of wine, one hundred percent of the load in the vineyards. we can only show the quality of wine, which they manifested in the wine, not created. Just think, if we are in the Guangdong region of wine production, what kind of wine would be like? will not get consumers? but representing the interests of the farmers land is no guarantee. These are not the basis of stability, so we continue to produce grapes and wine, the goal is four words: quality, yield, longevity and beautiful. only stable quality, our wines to be able to fully demonstrate the style of origin, and only vineyard longevity, we can enjoy the high quality production to produce quality wine to the land value. As a result of the added value of land , combined with our vineyards and the local environment can be integrated into a beautiful landscape. Our grape and wine industry to become the area where the cultural heritage of mankind can be fully protected. This is our grapes and fundamental to sustainable development of wine industry.
our country in the world wine industry's position, we are in the 80's start from the configuration wine, there was no real sense of wine, only to today, especially in 94 years, we States have the first national wine standard, it should be a hundred percent sure of the wine made out of grapes. In the past, the standard is the amount of wine can be a juice containing 30% to 70% of the products. the other 30% to 70% what? is said at the time of the three Seiichi water. We are very pleased to see that after three decades of development, the concept of wine in our country has been a fundamental shift.
Chinese wine in addition to other aspects of development other than benefited from two aspects, one is scientific and eighties goal is to research and development of the whole juice of the wine of international standard. In this guide industry on the basis of the transfer to the Quality area. The second stage is the grape wine regions layout and rational planning. The new area has become very popular grape wine industry investment in a region. but also from the planting area and output growth rate, output growth is much faster than in the past. It is also an advantage because of our focus areas to . In the new situation to build our industrial technology system. and this technology system should be the country's relevant departments and research departments to propose. Now is the research department of teaching units provides a technical system, but the technology has moved to the Quality Control System above. put this exclusion. so there is no reasonable scientific research to use. In addition, the training, we start the eighties grapes and wine professionals, the nineties set up a grape and wine institute, now built into a discipline to build three systems of our country, created a wine institute. This will enable the development of grape and wine has been the foundation of scientific research technology, with the talent base. It is for this reason that we have a national wine production continuously improved. in the current grape growing area of our country from the point of view, last year, has lined up the world's second. wine production and wine consumption and ranked fifth in the world. Although our wine yield rate of 20%, going up every year, but his speed still higher than the rate of consumption is lower. Therefore, we are wine consumption and production between the widening gap.
Because in such a context, the large number of foreign wines, especially abroad, bottled wine into our market. But while we became the largest producer of wine, but we are speaking from the trade, we are both from imports to exports We are very far behind after the position of our country now, although is a wine producing country, but not power. In such a context, our goal is to make it? is how the wine from the wine into a great power in the country . we will analyze our country and wine production and consumption where the gap between the developed countries. we first look at the production process, production technology is based on facilities and equipment for the carrier, so now our country wineries, our country wineries, his equipment, technology can be said to be the world's most advanced, because he is built upon, you can buy in the world. I can not say the consumer market, consumer market, China is the world's most fancy wine consumer market, the growth of the amount he was there. from the wine culture, I think from the evidence currently known, China is the world's first national initiative to make wine, the Western countries that produce wine in the history of human initiative is six years, but Henan Luyang culture, in general together scientists, and found inside the pots filled with wine, but to take the initiative to make wine the history of mankind that the nine thousand years ago, which also prove that the Chinese were the first initiative to make wine. In long process, that human beings have not learned when distilled, are generally fermented from the fermentation process, so it's all wine, can not be sweet, because he will not stop the fermentation of wine. say this, we must make our wine culture to be rooted in, based on the Chinese civilization, Chinese culture, on this basis, build up our wine culture.
China's wine culture is a very beautiful family, which also includes a wine culture . Historically speaking, we have the most developed in China in the period, the most prosperous period was during the Han and Tang, Han and Tang Dynasties wine culture is very developed. so many well-known poet, wrote many things in this regard. Since these We have no difference, why do we still so backward wine? particular population quality from the point of view, Director General Ju talked about earlier, I think the refined to the level of theory, that is, knowledge of product attributes. from the central government has been to the ordinary consumers , has been to the investors, many people put wine as the industrial products, as my desk, my computer. So many of our winery, and his signs, the workshop is a storage plant, is the Treasury, which in a bottle of wine is placed inside the Treasury is prepared to sell. such a good idea not to wine production, it is impossible to respect the process of wine in the circulation, so this idea is the following, whether it is our government, or consumers, producers, the wine is completely indifferent to the understanding life. He put wine as the industrial products, it is natural to think that wine is not life, and the wine really should be a natural product, but also agricultural products. Therefore, tax policy above, not only did the wine as agricultural products, but also as a product of high taxes, which will definitely restrict the development of the wine, but also fundamentally killed the Chinese wine style. how are we to do? I think now we have to want to achieve powers made wine from the wine changes in power. We have to try to get our natural advantages into industrial advantages. This will have to respect the diversity of wine, changes his features, his complexity and his instability and natural features. These features together the most important thing is planning the natural characteristics of wine.
wine since the yield is less than our consumption, why are we so strong the competition? and competition between brands to reach some degree of white-hot? This is not respect for the diversity of wine. think about what our country is like wine, the wine grape growing area, a species reached 80%, from south to north, from west to in a variety of all kinds, from the brewing process , there are oak fitted oak, no oak barrels but also spreading a powder into it. you try some of these big brands of wine, without exception, they are a style, a taste. consumer What? consumers are diverse. Wine is not a necessity of human life. Many people do not drink wine still live very well, very happy. Wine with cigarettes, a hobby products, is a luxury. people need to taste and style is not the same. but you only offered me a thing, that is just now Director General Ju mentioned, you do not have so many small wineries wine, not so many of the top wine, whether it is leadership or face the consumer will pull black. The Government is doing estate planning, when done. Our producers, investors do when you invest in a number of what? If you understand the diversity of wine, you understand the natural characteristics of wine, do not We are now located in Qinhuangdao, or Xinjiang, Ningxia, or all kinds of thing.
oak things we say that, if all the wine barrels which are loaded into the last bucket full of flavor, Finally, whether you drink wine or drink a barrel? If we change our own costumes to look at this problem, we are willing to return to the era of the Cultural Revolution, wearing the same clothes? the United States where we shown? If the whole of China grapes and wine barrel wear clothes, are oak, the wine in China where the United States?
Thank you!
Moderator: Thank you, Dr. Li Hua excellent report. The next will be We do report that China's grape Society of Wine Professional Committee, deputy director of Mr. Li Demei, his report entitled .
Some people say that wine is a matter of spiritual wealth, because the wine can adjust our mental state, but it is a physical, concrete, and we can react to using alcohol to add to the fun, happy, they also you can drink for solace. biggest topic of the current financial crisis, we put together the wine and the financial crisis set to be a topic.
wine and the financial crisis is not the first time in human society when our discussion. the financial crisis is not the worst in the history of a financial crisis. of the last century, when the Great flute section, the U.S. President Roosevelt to lift the prohibition of the United States, Americans can be holding that cup in front of the fireplace through an economic crisis. Suppose that the economic situation, people are worried, have no way to live over. In that case, the wine to help people through the economic crisis.
three issues I have to say is, just now Mrs Lee and the Director General Ju some of the content has already done a full discussion. I think I say a few small to discuss with you.
First, the status of the Chinese wine industry.
briefly about several major wine producing countries and production development. From the production point of view, some of the traditional wine producing countries in the production of a downward trend. and wine production is the emerging countries showed a growth trend. From the consumer's point of view, Overall wine consumption is better than the state of the world's overall economic development. wine such a production ...
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