Aug 8-10, 2007, Beijing, China
Organizer:
China Agricultural University (CAU)
CVEA (China Viticulture & Enology Association)
OIV (International Organization of Vine and Wine)
CADIA (China Alcoholic Drinks Industry Association)
BACKGROUND
Wine consumption and production increased rapidly during the last 10 years in China. Comparing with the fast development of the local brands, the progress made by international wines is also remarkable. Nevertheless, there is still a big space for improvement. What is the policy of the Chinese Government on imported wines? What is the potential of the Chinese wine industry? What are the consumers’ preference on the taste and packaging of wines? What are the marketing strategies of the local big wineries? How to make business on wine related products to the Chinese wine industry?
This workshop, organized by CAU, CVEA, OIV, CADIA will provide you with up-to-date information on the market and marketing opportunities on wine and wine related products.
Schedule:
Day 1.
Field tour to Huailai wine region: Visit Great Wall Winery, Sino-French Demonstration Farm, on the way back visit Great Wall, Start at 8:00 from CAU, back CAU at about 19:00
Day 2.
8:30 registration
9:00 opening ceremony
9:20 tea break
9:30 Sector 1. The government policies and regulations on imported wines in China
10:00 Sector 2. The Chinese wine industry and the market
- The structure of Chinese wine industry (Mr. Li Demei)
- The marketing strategies of leading Chinese wineries
- The barriers and distribution channels of foreign wines in China (Mr. Mark Xing)
- Chinese wine marketing status analysis and developing tactic (Ms. Winnie Wang)
12:00 Lunch
13:30 Sector 3. Market research and consumers’ preference in China
- Buying behavior of Beijing consumers on wines (Dr. Ma Huiqin)
- Taste preference of Chinese consumers (Mr. Frankie Zhao)
- Label preference of Chinese consumers
14: 50 tea break
15:10 Sector 4. International wines in China
- Role of a national importer
- Brand positioning (Mr. James Chow)
16:10 Sector 5. Information from wine producers
- Wine cooperation project in China — case study by Chinese side (Ms. Judy Leissner, Grace Winery )
- Wine cooperation project in China — case study by foreign side
- Chateau wine, its trend and marketing in China (Mr. Chen from Chateau Bolongbao)
- Land ownership and rent policy in China
8:00 Chinese Wine tasting and dinner
Day 3.
8:30 Sector 6. International Experience
- Relative importance of wine attributes for consumer wine choice on and off premise (Prof. Larry Lockshin, University of South Australia)
- Wine marketing & sales in the U.S. market (Prof. Liz Thach, Sonoma State University)
- Wine consumer behavior with specifics on France ( Dr. Damien Wilson, ESA France)
10:20 Tea break
10:40 Sector 7. Marketing of bulk wines and wine related products
- Types of wine, trends and the condition of business (Mr. Feng Yi)
- Market of oak barrels, winery machines, facilities, yeasts and others. (Mr. Michelle Lu)11:20 Sector 8. Media and wine promotion
- The wine exhibitions in China
- Wine magazines, wine writers, wine books and their role in international wine promotion (Ms. Yin Zhili, Food and Wine magazine)
- How to make a closer contact with potential wine consumers by media?
(Ms. Liu Tong, The Economic Observer newspaper)
12:00 Lunch
13:30 Sector 9. Speakers from Israel conference
- Wine co-operatives in Germany – homogeneous interests as determinants of success. (Dr. Jon Hanf)
- Co-production at a Kansas Farm Winery (Dr. Susie Pryor )
- Strategic Resources and Sustainability of Competitive Advantages
in Wine Clusters: An Analytical Framework (Prof. Jaime Evaldo Fensterseifer)
15:00 tea break
- others
17:00 workshop close, tour to Summer Palace
19:00 Close ceremony dinner
LOCATION & LANGUAGE
Beijing is the capital city of China, and also an important international wine market. The workshop will be held at the Faculty of China Agricultural University, which is in the northwest part of the city and only 3km to the Summer Palace. Post-workshop activities and wine tours will be offered upon request. The workshops will be conducted in English.
PARTICIPATION FEE
Early bird registration: 450 Euro before May 30, 2007, normal registration after May 30, 2007 with 550 Euro. The fee covers free transfers to and from the Beijing International Airport, 1st day wine tour (not include the entrance fee of the Great Wall tourist site), refreshments in the workshop break, wine tasting, lunches, dinners during the workshop, visit of Summer Palace, a CD for all Power Point presentations. (Accommodation is not included).
Beneficiary’s Name: CHINA AGRICULTURAL UNIVERSITY
Beneficiary’s a/c No./: 810010774908091001 (Ma Huiqin)
Beneficiary’s Banker Name: BANK OF CHINA, BEIJING BRANCH, SHANGDI SUB-BRANCH
Beneficiary’s Banker Address: 1st FL. YUJING APARTMENT
No. 8, 4th STREET, SHANGDI,
HAIDIAN DISTRICT
BEIJING, CHINA, P.O. BOX 100085
SWIFT NO.: BKCHCNBJ110
Abstract: workshop Ma Huiqin
Logistic:
Money: Ren Min Bi (RMB) is the currency in China, the value is about 1/10 of Euro and 1/7.8 of USD. You can easily change money in the airport and banks, in shopping mall credit card is accepted, some money in cash is necessary in shops.
Hotel 1: Yiquan Hotel, three stars, Chinese breakfast, in walking distance to the university. Price: about RMB 230/ night standard room under the university’s contract. Tel: 86-10-62895772. (booking can be helped by the workshop organizer )
Hotel 2: Beijing Friendship Hotel, 20min by car if it is not the rush hour, four stars. Price: RMB 498-528/night. Tel: 86-10-68498888
Hotel 3: Holiday Inn Express, 15min by car, three stars. About RMB 518/ night. Tel: 86-10-82709999
Free Airport transfers: Free transport between Beijing International Airport and three hotels mentioned above will be offered on August 6, 7 and 11, 12 respectively. The deadline to inform the arrival time and flight number is August 1, to chinawinemarket@gmail.com or hqma@cau.edu.cn, you will receive a confirmation by email, without the confirmation means your request is not received.
Note:
Other accommodation or hotels may be arranged by the participants independently (or through travel agencies), but NO free airport transport will be provided by the organizers.
CONTACT
Dr. Huiqin Ma
College of Agriculture and Biotechnology
China Agricultural University
Beijing 100094
Tel/Fax: 10-62731390
E-mail: hqma@cau.edu.cn
Feed
