Head Xia Yuxiang said, "Mr. Song, can you tell us about the origin of wine and our current table culture?"

Song Chang said: "Okay, the origin of wine is from the beginning of the sacrifice, there are clear demands and rituals, which is not in many commodities, so the purpose of drinking carries a lot of things, such as communication between people, people like to drink while sitting and chatting, communication, especially the ancients, when the interest comes, they will chant a poem to congratulate, with feelings, with the thick soil of culture, with some values, but also on behalf of the table culture."

"When it comes to table culture, every country has its own table culture, we in China have China's table culture, and the West has Western table culture, which is different and has its own characteristics. ”

"For Chinese consumers, the consumption habits of wine are being formed, but consumption itself is a kind of cultural inheritance, just like the Chinese civilization, as long as there is a Chinese language, this civilization will not disappear, and the consumption of each country is evolving under the influence of its own culture, and Chinese culture is different from many Western countries. ”

"Let's take a look at our situation in China, China has a vast land and many people, unbalanced economic development, different eating habits, even in the same province, the same city, there are also great differences, different regional cultures, their consumer culture is also very different. ”

"The current trend is global commodity trade, the world is flat, Eastern and Western cultures blend with each other, China's goods are sold to all over the world, and goods from all over the world are also sold to China, international trade has promoted the prosperity of the world's economy, and various civilizations have also influenced each other and blended with each other, becoming a world pattern of you and me, and I have you. ”

"So our Chinese liquor, such as Moutai, Wuliangye sold to the world, other countries' liquor is also sold to China, wine is one of them, for other countries China is a huge emerging market, full of business opportunities, they will not give up the opportunity to make money, and our people with the improvement of the economic level, are also willing to buy wine, both sides are beneficial, the Belt and Road and promote interconnection, win-win cooperation. ”

Qu Lihua asked: "Teacher Song, will our China become a wine power?"

Song Chang smiled and shook his head, "Wine in the Chinese market will be divided into regions, stages, cities, and groups of people gradually developing, we call it step-by-step development, China will not become a wine power all of a sudden, it is undeniable that there is still a gap between China and the world's top wines made by Western developed countries in terms of wine production, we still need to learn from their experience and learn from their technology." ”

"However, we have also seen gratifying changes, in China, there are more and more wine drinkers, more and more people who understand wine, and the demand for personalization will naturally increase. ”

Meng Wenjie asked: "Mr. Song, we have seen wine enter our Chinese market, most of them are popular and business drinking, and we rarely see other products that are very personalized, why is this?"

Song Chang nodded, "You're right, popular and commercial drinking is the real mainstream, too personalized products are difficult to have a market, too personalized products their market audience is for a small number of consumers, the number is relatively small, it is difficult to survive in the market, so we still have to study and develop China's wine market from the perspective of popular and commercial drinking." ”

"On the other hand, the upgrading of mass consumption, people's income has increased, living conditions are better, of course, the pursuit will be more advanced, in addition to the consumption upgrade requires better quality, but also some spiritual pursuits, this pursuit and many things in Chinese culture are also related, so we often say that wine tasting is not only wine tasting, but also reflects a culture. ”

"Of course, China is a big country with a large population, and everyone's tastes are different, so it is difficult to use one wine to meet the preferences of many people, and it is right to develop the personalization of wine to meet the needs of different consumers. ”

"The demand for personalization is increasing, which is mainly based on the fact that there are more and more wine drinkers, more and more people who understand wine, and the personalized demand will naturally increase, and the individual demand is obvious, but it is really necessary to wait until the overall market matures. ”

"Do you find that China has a characteristic, any industry, as long as someone takes the lead in discovering business opportunities and can make money, they will follow the trend, rush into it, throw money into it, this phenomenon is particularly serious in the Internet bubble, and there will be such a phenomenon in the wine industry. ”

"Wine competition will become more and more fierce, not everyone can make money, there are also very enterprises in our country to start our own wine brands, such as Changyu, Dynasty, Great Wall, Weilong, are very famous, these brands have become household names, appeared on the shelves of supermarkets, into the homes of tens of millions of people. ”

"The head competition of wine is not destined to be as obvious as liquor, the current liquor market has entered the stage of squeezing slow growth, the head characteristics are becoming more and more obvious, but wine is far from coming, on the contrary, the current wine market is just beginning to enter the expansion of the rapid growth stage. ”

Qu Lihua asked: "Mr. Song, will wine enterprises survive in the future? or will it be suppressed by large enterprises, and it will be difficult for small enterprises to develop?"

Song Chang thought for a while, and then said slowly: "The future of wine must be the coexistence of large leading enterprises and small and beautiful enterprises, wine consumption is originally two extremes, one is the popular brand consumption, the other is diversified, personalized choice, the more mature the market, the more intertwined these two situations will be." ”

Meng Wenjie asked: "What is the future of China's wine market?"

"Consumption in the Chinese market is maturing, and the volume of wine trade in each country will rise in the future, but the proportion will be different, and the Chinese market is maturing step by step, and this pattern will continue in the next few years. ”

Qu Lihua asked: "We Chinese pay attention to brands, we all like to buy famous brand goods, for those familiar world famous brands, Chinese consumers are not reduced, everyone likes to buy high-end goods, Teacher Song, can you help us analyze this phenomenon?"

Song Chang said: "In the final analysis, the brand is the sum of an experience, the brand is a commitment, the brand is all the feelings of consumers, Chinese consumers are very smart, they will judge according to the quality and brand, which kind of wine is good, which one is good, they will buy which one, you want to shoddy, fool consumers, use consumer ignorance to obtain short-term sales, in a specific period and a specific stage, maybe you can succeed, but if you want to do it in the long run, you must not treat consumers as fools." ”