Why do Yao Ming, Zhao Wei, Shen Dongjun and others buy French wineries?

First of all, Yao Ming's "winery" is in Napa Valley, not French. And in fact, Yao Ming didn't buy a winery. He hired Tom Hinde, a famous American winemaker, to buy grapes from six excellent vineyards in Napa Valley every year to brew Yao Ming brand wine. In terms of winery management and quality control, Yao's winery has invested heavily in the early stage. Yao Ming's wine production is not large, and the quality is quite good (I think its high-end products have reached the level of luxury wine), but because of the large investment and the value of Yao Ming brand, the price of Yao Ming wine is still a bit expensive. Judging from the current operation of Yao Ming Winery, Yao Ming hopes to be a long-term and high-end wine brand, instead of investing in real estate or playing with tickets.

I don't know much about Zhao Wei's wineries, and I haven't tasted her wine.

The quality of Shen Dong Junlelang Winery should be considered as the middle level of Bordeaux Winery, which is higher than most Bordeaux table wines, but it still falls short of the best level of Bordeaux (left and right banks, famous garage wines, or brands praised by robert parker and Jesse Robinson in recent years). This is basically consistent with the price of Le Lang wine. The acquisition originated from a trip to Bordeaux, Shen Dongjun. He happened to drink Le Lang's wine in a restaurant, and then the owner of the restaurant took him to visit the winery to buy wine, and finally he had the intention to buy it. The process of purchasing the winery is very rapid, all procedures only took eight months, and the specific purchase price of the winery has been kept secret. But Shen Dongjun is a successful businessman, and his feelings belong to him. I don't think he will do business at a loss.

Moreover, the market of wine in China is expanding, and more and more people choose wine no longer because of the demand for business banquets and gifts, but because personal consumption has become the primary scene of buying wine. ?

The survey shows that 56% wine consumers choose wine for health reasons; 5 1% people think that alcohol can relax their mood and regulate their mood; 47% people drink alcohol to get a pleasant feeling. So far, the wine market in China has changed from entertainment consumption to active demand consumption. ?

At the same time, the wine consumers in China are diversifying, and the post-80s and post-90s gradually become the mainstream. They accept more information channels, are more willing to try new ways of buying and different types of wine, and are more open to wine. It can be seen that there will be huge incremental space in the future wine market.