面向中国的意大利VINITALY酒展:跨越长城的关系及倡议

编译/陆江(Maxime LU)/万欧兰葡萄酒俱乐部 

得益于中国商务部官方代表团的出席和一系列有针对性的倡议,Vinitaly逐渐成为意大利葡萄酒生产商和亚洲市场的桥梁纽带,其中亚洲市场正在成为全球葡萄酒的主导消费区域。

维罗纳Verona,2013年4月5日 – 中国是这次Vinitaly2013的主角,这是中国商务部代表团正式出访,首次参加在意大利出席一项葡萄酒相关的活动。这次在维罗纳Verona从4月7日-10日的访问,目的是解释进口法规,以便帮助意大利公司进入这个庞大的亚洲市场。

这是中国市场对意大利葡萄酒产生兴趣的一个重要信号,中国选择参加Vinitaly,都是对Vinitaly努力结果的承认。Vinitaly自1998年以来,就直接致力于在中国大陆和香港的推广。

利益也是相互关联的,中国市场正在高速增长的酒类消费,带来了市场的极大潜力。同时每个葡萄酒生产国都虎视眈眈地盯着这个市场,意大利必须尽快缩短和其他竞争者的差距。

尽管2012年出口的金额和数量都在增长(1.024亿欧元,3.6百万升),不过在中国进口国中仅列第5位,约占6.2%的市场份额,意大利已经落后太多。这种低迷的市场表现必须快速扭转,以便能在中国,这个预计2015年成为世界最大的葡萄酒市场上,有所获益。

Veronafiere根据规划和一系列市场活动,在加大对这个市场的投入,从而使中国成为Vinitaly 2012酒展参观人数前十位的国家。中国网上交易的巨头们也将出席Vinitaly。随着信息技术和社会化媒体的传播,通过一些新兴的渠道,如网上零售葡萄酒正在快速增长,逐渐地在取代一些传统渠道。据估计,在网络上已经约有190万中国活跃买家,其数量还在继续增长。


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VINITALY CHINA-ORIENTED: RELATIONSHIPS AND INITIATIVES DESIGNED TO CROSS THE GREAT WALL

Thanks to attendance by an official delegation of the Ministry of Commerce of the People’s Republic of China and a series of targeted initiatives, Vinitaly is increasingly acting as bridge between Italian wine producers and the Asian market, set to become the leading wine consumer area in the world .Verona, 5 April 2013 – China is the protagonist at Vinitaly 2013, with a Ministry of Commerce delegation attending a wine related event in Italy for the first time with an official mission. The purpose of the visit to Verona 7-10 April is to explain import regulations so help Italian companies approach the huge Asian market.

This is an important signal of China’s interest in Made in Italy wines and the choice of Vinitaly acknowledges the role of this event since 1998 in view of its direct involvement in China and Hong Kong with Vinitaly International.

The interest is also reciprocal, given the potential on this high-figure market as it opens up to wine consumption. This market is viewed with keen interest by all producing countries, where Italy has to close the gap compared to its competitors.

Italy only ranks fifth among countries supplying wine imports with a 6.2% share and despite increased volumes and values for exports in 2012 (€102.4 million for about 36 thousand hl) Italy has lost ground. This downturn must be reversed quickly in order to benefit from a trend that,according forecasts, will see China become the world’s top wine consumer as early as 2015.

Veronafiere is investing significantly in this market in terms of planning and intense incoming activity, so much so that China joined the “Top Ten” of foreign exhibition visitors during Vinitaly 2012.

Chinese giants in on-line trade will also attend Vinitaly. With the spread of information technology and social media, retail wine sales are an increasingly common through channels such as Internet and e-shops are coming to the fore as an alternative to conventional channels. It is estimated that approximately 190 million Chinese people are already active buyers on the web and their number continues to grow.

Source:Veronafiere Press Office