How to succeed in China 如何在中国取得成功

The astounding, record setting Lafite auction that took place in Hong Kong around Halloween this year continues to reverberate around the world of fine wine. Many are wondering which Bordeaux Château will be the next to attract the attention of wealthy Chinese investors and collectors.
It is impossible to predict with certainty which vintage will become the new darling, but already the other First Growths – and their second wines – are increasing in price due to anticipation. Prices are up roughly 20% across the board over pre-auction prices. Although Château Beychevelle and Château Lynch Bages seem to have the inside track, it would be foolish to forget about Château Leoville Poyferre and Château Pontet Canet.

Labels are important in the Chinese markets as well, and Château Beychevelle may be the most likely to attract attention. The Beychevelle label is easy to remember because the boat that is depicted closely resembles Chinese dragon boats. Leoville Poyferre also has a dragon symbol on their label, and the dragon is very meaningful to Chinese investors. It was after their packaging changed in an effort to appeal to Chinese consumers that prices rose for Mouton 2008 and Lafite 2008.
On the other hand, Lynch Bages is also a strong contender, due to extensive efforts made by the Cazes family. They were among the very first Bordeaux owners to visit China in the early 1980s, and made a connection with consumers then that is still well appreciated.

Naturally the quality of the wine speaks volumes. Pontet Canet has gained ground due to the high quality of their selections. Chinese wine merchants have also been making frequent quotations on Cos d’Estournel, Palmer and Beychevelle – all being more affordable but still prestigious red Bordeaux.
It seems that to be successful in China one needs to have a memorable and meaningful label that speaks to Chinese mythology and symbolism, along with an exceptional product. In addition, the Château must put in the hard work of actually connecting with your consumers and spending the time to establish a rapport with investors.

在惊人的，创纪录的拉菲拍卖发生在台湾及香港万圣节在今年继续回荡各地的优质葡萄酒的世界。很多人都想知道这波尔多酒庄将成为下一个富裕的中国吸引了投资者和收藏者的关注。
这是无法预测的年份肯定将成为新的宠儿，但已经是其他第一酒庄葡萄酒和他们的第二酒 在价格，预期增加上涨了大约20％。虽然Lynch Bages和Beychevelle似乎上了轨道，忘记Leoville Poyferre和Château Pontet Canet 那将是愚蠢。
标签是重要的中国市场以及，和Château Beychevelle可能是最容易吸引注意力。该Beychevelle标签是很容易记住，因为这是描绘船非常类似于中国龙舟。 Leoville Poyferre也对他们的标签了龙的象征，龙是非常有意义的中国投资者。这是经过他们的包装，是为了呼吁，价格为木桐2008年和2008年拉菲，月季消费者改变。
另一方面，Lynch Bages也是一个有力的竞争者，因为受Cazes先生的家人广泛努力。他们之间的第一波尔多业主在80年代初访问中国，并与消费者连接，那么这仍然是十分赞赏。
自然是酒的质量意味深长。 Pontet Canet已占有一席之地，由于其选择的高品质。中国葡萄酒制造商也已在COS d'Estournel，Palmer和Beychevelle频繁报价 - 所有被更多的实惠，但仍负盛名的波尔多红酒。
看来，要在一个成功的中国需要有一个难忘而有意义的标签，说话的中国神话和象征，一个特殊的产品一起。此外，酒庄必须把实际连接您的消费者和消费的时间来建立与投资者关系的努力。