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Song Shuyu, chairman of the China Wine Association, once said that the development of China's alcoholic beverages until now, in addition to the invention of distilled wine, has been lacking in subversive innovation. I wonder where this innovation will come from?

In fact, Australian wine can become a representative of the "new world" country, relying on innovation. The screw cap was invented by the French, but the screw cap is applied to the promotion of wine bottles in the new world wine producing countries.

Swan House has enjoyed a small innovation in combining Australian wine with the Chinese market. In 2014, Swan House launched a zodiac wine that sold from 20,000 to 110,000 bottles, so much so that the large 1.5L bottles in Australia were sold out. When Li Wei, president of Swan Village, talked about how to do a good job in the Chinese market, he answered that "face" is an important demand for Chinese business consumption, and the large bottle of zodiac wine just satisfies this psychology.

Why Penfolds is successful in China In addition to setting price benchmarks and commercializing brand operations, it is important to innovate to suit the taste buds of the Chinese people. "Similarly, we launched a 'Chinese taste' Australian wine in 2015 that was picked two or three days late and had a higher sugar content. It's fresh, fruity, not too tannin, sweet, and that's what most Chinese consumers like." Li Wei said.

In fact, Chinese consumers' taste preferences for wine have been shown. From January to February, customs statistics showed that although the overall decline in imported wine continued, the wine imports and imports of the three old world countries of France, Italy and Spain fell year-on-year, while imports from the new world of Chile, Australia and the United States rose year-on-year.

"The grading system in Bordeaux, France, has disadvantages in creating scarcity for high-end brands. After all, there is a ceiling on the output of the grading houses, which makes it difficult for consumers to identify a large number of wineries outside the grading houses." Mr. Sun says Changyu has built on the traditional strengths of French wine to create recognizable wines that suit Chinese tastes.

Jean, managing director of ADVINI, France's only listed wine company. Pierre said in an interview with the 21st Century Business Herald that the old world wine has never rejected innovation. The wine, which used to have strong oak and high tannins, has been adapted to the taste of the Chinese consumer many times, and now has a soft, fruity aroma that perfectly matches all kinds of Chinese dishes.

According to the "White Paper on User Insight and Content Ecology of the beverage Industry", low degree and good entrance, slightly sweet wines remain high in the content of Douyin. According to the "Wine Business Observation" statistics, the size of the young wine market is as high as 400 billion yuan, and wines around 10 degrees are the most popular among young people.

"We want to make a 7 degree grape the first wine for young people." Sun Jian said that this year, Changyu will improve product identification, set a benchmark, banquet promotion and other six aspects of innovation, one of which is designed according to the taste of young people like low-grade, micro-sparkling red grape sparkling wine. The survey results of multiple real-time retail platforms show that entry-level wines within 100 yuan -50 yuan are easier to sell, and most of them are small white users.

According to statistics, the proportion of white wine sales in the Chinese wine market has increased to about 20%, the proportion of rose wine market is rapidly increasing, and the brandy market is constantly expanding. Therefore, the Wine branch of the China Wine Association has set the theme of the second open wine course into the university campus as white wine.

Who would have thought that dry white, sweet white or peach that conforms to the low-grade trend and sweet style would become the dark horse of Chinese wine, rather than the dry red wine that has been sold for many years.

In fact, in addition to taste innovation and grounding, there are Chinese characteristics of Matheran wine training courses, in accordance with Chinese standards of chateau grading, packaging cultural travel brands to go out together, and in terms of food collocation, consumption scenes, sales channels, Chinese wine can have its own play and cultural confidence, without imitation.