Present situation and thinking of wine tourism market in China

The rapid development of the world's wine production capacity relative to the consumption capacity has prompted wine chambers in various countries to attach great importance to the promotion and development of wine tourism in producing areas, and vigorously hold exquisite and elegant wine exhibitions, tasting meetings and promotion meetings around the world, so that wine lovers, tourists and media propagandists can remember the winery brand, understand the product characteristics and publicize the beauty of wine and food through personal experience and taste. Although the domestic wine market is generally promising, the imported and domestic wine merchants are hot and the consumption growth is slow; Vicious competition, such as buyout distribution and counterfeiting, has hindered the contradiction between the market prospect of wine and the existing situation ... Wine tourism is a new way of life that seeks a wider and more practical publicity method and sales channel on the basis of learning from the successful experience of international wine marketing.

The so-called wine tourism refers to the tourism around wine culture, that is, tourists visit wineries and wine producing areas to gain a wide range of feelings and experiences, including wine tasting, wine tasting, food and visiting the surrounding scenery of wineries for one day or more, and of course, a series of activities to understand the culture and lifestyle of wine producing areas. Culture is the soul of tourism. Specifically, wine tourism means that tourists increase their knowledge of wine culture by experiencing the customs of wine producing areas, the scenery of vineyards, understanding grape varieties, visiting wineries/factories, learning brewing techniques, wine tasting, leisure shopping and other activities.

1. Present situation of China wine tourism market

At present, although more than 20 wineries/factories in China have planned the development of wine tourism, only 10 is equipped with full-time reception departments, professional tour guides and tasting rooms, and few have catering, accommodation, reception capacity and interactive entertainment projects. Moreover, the wine tourism in China is still in the original state of going it alone, and tourists can only make reservations for wineries directly. Only a few powerful wine companies, such as Changyu Wine Culture Tour in Shandong, Huaxia Manor in Hebei, Yunnan Winery in Yunnan and Longhui Wine Museum in Beijing, have joined the regular publicity projects of local travel agencies. Because this kind of wine tourism resources is behind closed doors, passively holding resources and waiting for guests to come to the door, which leads to the situation that the wine tourism that has always been optimistic is much louder than thunder and little rain. Most wine enterprises that have won industrial and agricultural tourism demonstration sites only earned a publicity slogan, and wine tourism slowly moved forward in expectation.

2. Distribution of wine tourism resources in China.

Although wine tourism was put forward in China in recent years, it has developed by leaps and bounds since 2005, and wineries/wineries in various wine producing areas have successively issued wine tourism licenses. In the past two years, its construction and expansion have gained great momentum.

At present, China's wine tourism has begun to take shape in Shandong, Hebei, Beijing, Tianjin, Yunnan, Ningxia and Shanxi. More than 20 regular wine enterprises such as Changyu, COFCO, Tianjin Dynasty, Beijing Longhui and Huadong Bailey have developed and planned wine tourism projects.

● Shandong origin:

Yantai Changyu is the earliest winery to develop wine tourism in China, including the national industrial tourism demonstration site, Changyu Wine Culture Museum, a national 4A-level scenic spot, and Changyu Castel Winery. According to Apollo, general manager of Changyu Tourism Company, Changyu Wine Culture Museum, after two or three years of rapid development, tried to launch a one-day tour of Changyu wine culture in 2005 by opening Beijing Changyu Effiber International Winery, China International Wine Museum and the window of Yantai International Wine City under construction, which witnessed the success of Changyu Group in developing wine tourism.

The COFCO Wangnangu Dingjun Winery, which was unveiled in September this year, is committed to building an industrial cluster with wine production as its core, covering the research and development of high-quality wine grape seedlings, wine culture promotion, world-class wine exchange, wine-themed leisure tourism, club and store management, which has opened a legendary journey of oriental wine;

Qingdao Huadong Baili Winery is a national industrial tourism demonstration site, and the newly-built wine culture comprehensive service building has been put into use. Yantai Swiss Forest Winery officially launched wine picking and winery tourism projects in the autumn of 2005. Longkou Nanshan Manor relies on Nanshan tourism to promote winery tours; The planning of Easton Winery in Mayang Island focuses on wine production and leisure tourism. Haiyang Jinding, Penglai Denglong, Ruifeng Ozas and other wineries have listed wine tourism as a key development project.

● Hebei origin:

Located in Changli, COFCO Great Wall Huaxia Manor, the first batch of national industrial tourism demonstration scenic spots and national third-class tourist scenic spots, has the largest underground wine cellar and celebrity collection wine cellar in Asia. The establishment of Huaxia Manor Tourism Company has added wings to the tour of Huaxia Manor, and the taste tour of Huaxia Manor has become the highlight of winery tourism around Beijing. Since its inception, Lange Winery has been planning wine making, wine tasting, tourism, sightseeing and leisure. Huailai Sino-French Manor, Suntech Manor and Shacheng Great Wall; Geng Shi, Yunfeng and other private wine castles in Changli also opened their doors to welcome guests.

● Beijing: Longhui Wine Museum opened in 2006, Changyu Effibert International Winery opened in Beijing in 2007, and Bolongbao is a green signature wine;

● Tianjin: Dynasty Wine Industry invested 65.438+0.6 billion yuan in the European classical style "Dynasty Wine Castle", laying the foundation stone by the Olympic East Wind; Chadian Town Wine Museum in Hangu District opened in 2006;

● Yunnan: The supporting services such as winery art troupe, winery restaurant and joint marketing with internationally renowned youth hostels in this trip to Yunnan winery opened the door for Miller's Yunnan winery to travel smoothly; The Soul of the Sun European Winery, which has been put into production, is built in the scenic Puzhehei Scenic Area. The century-old brewing wine, ancient churches and legends, and Benzilan vineyards in Cizhong Village on the banks of Lancang River in Deqin Plateau add unique regional vineyards and ethnic scenery with rich Tibetan flavor to China's wine tour.

● Xinjiang: Xintian International Wine Dragon claims to have the world's largest vineyard in Xinjiang and has become a national industrial and agricultural tourism demonstration site. Tourism planning needs further development and utilization by people of insight; Du Xiang Wine Castle in Xinjiang has become one of the green eco-tourism projects in Bazhou.

● Ningxia: Ningxia Yuquan Grape Manor has opened a number of wine tourism routes for tourists to choose from in combination with local tourism resources, and plans to increase investment to solve the problems of transportation, accommodation and catering for tourists in the manor scenic spot; The opening of baggs Winery, located at the eastern foot of Helan Mountain in Ningxia, not only played an eco-tourism card;

● Northeast China: Centennial wine cellar in tonghua wine, Huanren Changyu Ice Winery put into production, featuring Changbai Mountain wine. ...

● Shanxi: Yiyuan Winery has been insisting on the propaganda direction of experiencing wine culture for many years, inviting domestic and foreign celebrities and wine lovers to the winery to enjoy the affinity and charm of wine, beautiful scenery and food, and making reservations for tourists for several years;

● Guangxi: Du 'an Miloto Wild Wine Company recently won the title of industrial and agricultural tourism demonstration site in the autonomous region;

……。

3. Thoughts on the horizontal combination of wine tourism with tourism and other related industries.

1) the relationship between wine and tourism consumption

Wine tourism is a new lifestyle experience, which includes the behavior that the supply side is wineries and tour operators, and the demand side is consumers (tourists). Wine is still fashionable and high-end consumption in China, wine culture is regarded as elegant culture, and knowing wine tasting skills has become the pride of social occasions; Most wineries/factories are built on the edge of beautiful towns, which combine the knowledge of industrial tourism with the interest of agricultural tourism. Vineyard scenery and wine style have always been the yearning for human beings to advocate green and nature. At this time, if far-sighted travel agencies can comply with this trend, they can timely carry out the tourism of wineries/factories, vineyards and wine exhibitions, and add wine tourism projects to the promotion tour. Through visiting and tasting, tourists can enhance their understanding of grape varieties, producing areas and wine characteristics during their travels, which is also conducive to improving the economic, social and cultural values of wine producing areas.

In tourism, travel agencies are at the core. There are four main businesses of travel agencies, namely, tourism product development/sales, tourism service procurement and tourism reception. Any product, if the travel agency is unprofitable or the profit is thin, it is impossible to carry out this project. As long as the resource owners (wine manufacturers) take the initiative to give way to the travel agency, cooperate with the travel agency's tourism promotion, and the travel agency develops new service items, which adds excitement to tourists' tourism, it will attract travel agencies to participate in the promotion of wine tourism, mobilize the enthusiasm of travel agencies, and use the tourism industry to provide tourists with food and accommodation services, and provide them to wineries with imperfect tourism facilities. This will not only expand the number of tourists, but also solve practical problems such as food, accommodation and transportation for foreign tourists.

2) The development of wine tourism needs the macro-control guidance of the government and industry associations.

Who will build this bridge for the common development of related industries such as wine and tourism? As a comprehensive economic and cultural industry with wide coverage and strong correlation, tourism determines that the government-led model is the best choice for tourism development. Wine tourism, a new tourism highlight, is a bottleneck problem in its development, which requires the government and associations to play a leading role in theoretical research, organization and coordination, planning, policy guidance, environmental construction and market supervision, mobilize the enthusiasm of related industries, and promote wine tourism to the height of social benefits affecting regional prosperity for planning and development.

Fortunately, in early 2007, the functional departments of Shandong provincial government took the lead in compiling "Shandong Wine Culture Tourism Product Planning". During the Eleventh Five-Year Plan period, Shandong wine cultural tourism product planning will make use of the unique resource advantages of Jiaodong wine producing area, learn from the experience of world winery tourism activities, improve the winery's own construction, carry out colorful activities, reflect the cultural characteristics of ecology, leisure, participation, experience and taste, and build a national famous grape coastal leisure group.

According to the successful promotion experience of wine tourism in international wine producing areas, the rise and prosperity of wine tourism in producing areas must be uniformly planned and coordinated by officials or industry organizations. According to the needs of scenic spot planning, standardize the ecological construction and landscaping of vineyards in producing areas, prohibit repeated construction and avoid similar facilities. The wine tourist attractions in each producing area have their own characteristics, so that tourists can enjoy the profoundness of wine culture in the process of traveling in the producing area, and take the road of developing wine tourism in the producing area by combining wine production enterprises.

3) The expansion and utilization of wine tourism scope is a resource that cannot be ignored.

Every year, large and medium-sized cities in China hold professional wine exhibitions and tasting promotion conferences of different scales, especially in economically developed areas such as Beijing, Shanghai and Guangzhou, where the wine and tourism markets are developed, and many wine exhibitions are booked every year. If the organizers of exhibitions and receptions can promote not only the wine industry, but also the tourism industry, pay attention to the communication with local travel agencies on itinerary, conduct substantive discussions and reach a mutually beneficial agreement. This not only attracts the target audience of the exhibition, but also promotes the wine culture in a targeted way, which is what all participating wine merchants expect, and it is also a good measure for tourists, travel agencies, wine industry and exhibition organizers to realize the profit of * * *.

In addition, wine festivals, spring grape blossom festivals, autumn grape picking festivals, wine cultural photography exhibitions, concerts, film weeks, holiday wine tastings, road trip, cross-country vineyards and other mass and entertaining activities are held regularly in the name of the producing areas. Taking wine as the medium, wine festivals and wine culture-related activities are carried out, which makes wine tourism in various producing areas have different substantive contents and unique attractions.

4) In the early stage of wine tourism, it is necessary to see the needle.

In the past three years or so, when I was investigating and exploring the coordinated development of domestic wine through tourism, many people in the wine industry and tourism industry I met were optimistic about the prospects of wine tourism projects, but they all complained that the domestic wine tourism climate was not mature. Most people just wait and wait for the arrival of business opportunities, and are unwilling to invest manpower and material resources to jointly develop the tourism market. Moreover, the winery lacks the height of joint development of producing areas, which makes it difficult to start the wine tourism market on a large scale and misses the opportunity for the tourism market to flourish. However, opportunities are created by people, and the result of waiting is passive follow-up. Follow-up can only be people eating meat and drinking soup themselves. In the case that the wine tourism resources of wineries/wineries in various producing areas in China are scattered and the service mechanism and supporting facilities are not perfect, the promotion of tourism projects that have become the theme of travel agencies has not yet reached the standardization of tourists' eating, living, traveling and enjoying, and it is impossible to sell wine as a single product. If wine manufacturers can take a long-term view, expand the scope of publicity and actively seek to establish long-term cooperative relations with travel agencies as one of the options for tourists to travel, Inserting it into the travel itinerary of the corresponding areas covered by travel agencies, such as corporate culture communication, long-term brand effect, product sales, and overall wine culture promotion, is undoubtedly conducive to promoting wine tourism.

Conclusion As a new project, wine tourism has the space and necessity of cross-industry development. However, how to make this industry that benefits the country and the people bigger and stronger requires domestic wine and tourism, as well as transportation, catering, public facilities, real estate and other industries involved. To study wine tourism as a complex with overlapping and repetitive relations requires multidisciplinary and multi-level comprehensive research to guide the practical work of wine tourism development, planning and management. In addition to providing necessary support in research, the government needs to include wine tourism planning as a single item when formulating the regional economic development plan of wine producing areas, and at the same time, it should be closely combined with other planning projects. Australia is the first country in the world to announce the "wine tourism development strategy" (see "Enlightenment of wine tourism development in Australia to China", author: Ding). The successful experiences of German wine road, Napa Valley wine tour and other world-famous wine producing areas in wine tourism research and development, planning and management, and joint development are worth learning from.

Let our country's wine tourism, under the vigorous publicity of the media, let tourists first understand the beauty of this project, cooperate with the established tourism network and the advantages of tourists, and accelerate the development process of wine tourism projects in wineries/wineries driven by the increasing demand of tourists, so that wine production enterprises and travel agencies can pull each other and develop together, so as to realize the promotion and popularization of wine culture, promote the rationalization and daily consumption of wine with consumers' perceptual knowledge, and then scientifically standardize and promote the development of wine industry, and realize the organic development among different industries. This is the author's dream, and it is also the work that the wine travel network has been doing since its establishment. Expect more people who care about the development of wine and tourism to participate in this team and brainstorm. Through scientific discussion, vigorous publicity and effective actions, wine and tourism will develop organically, vicious competition within the industry will become friendly cooperation and the ideal of common development of the industry will become a reality.