Recently, I talked about the prospect of Bourgogne in China market with Miss Huang, a Bourgogne researcher who did the market research for China wine. In my opinion, wine will have a good market in China, but it's difficult for us to guide and promote it. In contrast to Bordeaux, there is no advantage for Bourgogne wine in China market because of the different levels of recognition about consumption environment by Chinese people.

In China, some wine experts said that Bourgogne was the most popular place for wine lovers. Surely, there are many premium wines there. The connoisseurs estimated that the first dozen kinds of Global 100 wines are from Bourgogne. Did the Bourgogne wine lack of the economic environment for consumption? That's impossible! Recently, Chinese wine agents said that Grand Cru Classe sold well before Chinese Spring festival, especially for Premiers Crus. It's the reflection of consumption ability by Chinese consumers. The output of Bourgogne was few. Therefore, if Chinese consumers were interested in Bourgogne wine as well as Grand Cru Classe, it would have had the same consequence with it.

Many people transferred their habit of drinking Wuliangye and imported XO to wine because of its culture taste and functions of health protection. However, most of them are rich but no appreciation. Maybe we can say that they do not know what the good wines are. Take some for examples.

Firstly, Mr. Zhang, has several factories in Shanghai for exporting goods. He doesn't like smoking and drinking. Although he knows that wine is good for health, he still doesn't like drinking it because of its bitter taste. One day, I met him at the gate of SLAL.I found that he had a bad taste. I invited him to drink some wines. But he didn’t like them. He preferred to drink the cheap one and also buy it.

Third, a boss who engaged in realty and selling medicines realized that China wine had a good market. He would like to engage in this trade. So he paid a lot of attention to it. In dinner parties, he always drank Wu Liangye and XO. But now, he likes drinking wines. One time, he told me on line that they drank Chateau Lafite-Rothschild valued more than RMB6000 yesterday. But he treated it as the cheap one.