Winery Case Bordeaux region of France introduced 1

Bordeaux wine estate,

Photo source: wine ring network http://www.jiuq.com/index.php

　　Medoc (Medoc): includes the Medoc appellation, the Medoc (Haut Médoc), 圣爱斯泰夫 (Saint-Estèphe), Pauillac (Pauillac), St. Julien (Saint-Julien) , Lister Mubarak (Listra-Médoc), Mu Liang (Moulis-en-Médoc), Margaux (Margaux);

　　Graf (Graves): include AOC Graves, Pessac - Léognan (Pessac-Léognan), Ceron (Cérons), Barsac (Barsac), Sauternes (Sauternes);

Bulin Qiu (Côte de Bourg) and Bulayiqiu (Côte de Blaye)

　　Libulinne zone (Libournais) appellation, of which the most famous is the Pomerol (Pomerol) and St Emilion (Saint-Emilion) and Fronsac (Fronsac) and a plurality of satellite areas;

 Angte de Mel (Entre-Deux-Mers).

6. Wine Features

　　Because not suitable for the production of a single species of wine, therefore, two or more grape deployment, achieve a high degree of balance, which is characteristic of Bordeaux.

Second, the grading system and culture bonus

　　Speaking Bordeaux got to know the origin and impact of the winery classification system, smart businessman in Bordeaux in 1855 when the World Expo held in Paris, according to Napoleon III's claim to the center Medoc, elected 61 column-level wine Zhuang, and put them into five grades, ranking it first winery to the representative of France to participate in the Expo. Until today, a hundred years later, still as the world sought after goal, who would have thought five grand cru vineyards produce, before the 16th century, but a dip in the water of depression? This is the Dutch in the 16th century using land reclamation techniques, so immersed in the water Médoc (Médoc) area surfaced, becoming the wine-growing region, the 18th century, Medoc Bordeaux and even become the world's top producing areas. Dutchman is still one of the big sellers of Bordeaux wines, the top five export value column.

　　Now the Medoc, Bordeaux has become the largest export value areas. France has created an annual export value of 1.39 billion euros. Medoc wine merchant, Bordeaux is the most astute businessmen, they Frenchman has always been good business artwork way, the wine as a luxury to sell, through culture and education and the subtle taste nurtured to become a wine ideal lifestyle and luxury, plus a cloud of added value, Medoc wines, the wineries, agency, agents and distributors have created a wonderful profits, it also brings fantastic wines of life for consumers . So far, the marketing chain is still better to run with: every bottle of wine sold, a portion of the profits will be automatically transferred to the local wine industry associations to carry out continuous publicity, more sales value extracted propaganda the costs have gone up for more publicity, again to improve their social status.

  It is this healthy industrial chain, so that Bordeaux wines like French perfume, become fashion icons. The fashion, culture and art were the most off the ground, than Chateau Mouton (later will continue to explain).

Li Zhuang said or two to inspire:

　　First: French wine as a cultural sublimation of food commodities, with the way the French hen with chicks, will enhance the wine to combine important industrial tourism, culture and art, marketing to the world. So once things cultural arts Emmanuel blessing, there is a taste, not its value in terms of the two operators on the pounds. So how to get to Li Zhuang travel become fashionable, rather than collective tourist things, has become an important direction of work.

　　The second is: Medoc originally depression, starting from nothing, and the corps and the ability of the human spirit is the basic reclamation, which is nothing, and then go beyond existing. Only this time the Corps from land converted to settlement objects of cultural tourism.

　　Third, the Bordeaux Wine Industry Association (CIVB)

　　Association outset: the Bordeaux wine industry association representing the public interest, supervised by the Ministry of Agriculture, government control.

　　Association members: the Bordeaux wine industry association representing 12000 Bordeaux winemakers and 400 wine distributors, association funds from membership dues. President of the Association round election once every two years, open elections by the member.

　　Association of multiple mission: first, to promote the Bordeaux wine to France and the world through a variety of forms, such as through advertising (posters, magazines and TV), in the restaurant industry and supermarket stores in their marketing and media relations activities. Second we are committed to improving market visibility and exports of Bordeaux wines. Work includes internal data collection (sales tracking data) and other data collection (such as export data, grape harvesting data, etc.). Also include information for specific populations of the questionnaire obtained or other specific investigations (including wine consumption, distribution, the Bordeaux wine image and reputation surveys). Financial competitive environment and socio-cultural environment in one.

　　Bordeaux wine experts and scholars through the text books, workshops and regular meetings to discuss the spread of these rich information.

　　President of the Bordeaux Wine Industry Association (CIVB) 阿兰威 fourth heat inherent "any time they like Bordeaux 2010" campaign was officially announced on the Bordeaux city hall with the joint participation of September this year, the French Pavilion at the Shanghai World Expo theme of the exhibition.

  At present, the association with Bordeaux winemakers Union (UGC) is still regularly to China for "any time they like Bordeaux" wine tastings and other activities. The official website of the content available to see the fact that this region is famous Bordeaux Wine Industry Association have established a great relationship, and jointly marketing the way they have taken in the world, is committed to enhancing the image of the region, also contributed to Bordeaux - San Egypt Mili Yong name wine region become the world's heritage. The site in addition to French, still including Chinese, English, Japanese, Korean and German, in six languages, Asia accounted for three, showing the importance of this association in Asia.

  And rich association with the aspirations of the exact content of the official website is worthy of study and emulate, followed by the Association annually invest a lot of money and time, the trouble, trouble to the Chinese market handle the notes and impressions (for example, "any time they like Bordeaux" product reception), its purpose? I think the main focus lies in education, in order to Bordeaux standards, education, Chinese consumers what a good red wine. In fact, another way is to educate Chinese consumers that is what is meant by good taste, taste in the consumer mind and quietly converted to a status symbol, Bordeaux wine transformed into a carrier of culture, is the Chinese people to pursue a symbol of taste.

  Such investment in China's consumer education, the rewards will definitely cause one of the bright eyes, according to the Bordeaux Wine Industry Association, Asia Pacific manager Julian (Thomas JULLIEN) said that in the past nine years the Chinese market has gradually become a global wine industry One of the most important growth markets. Bordeaux wine imports from nearly 200,000 liters in 2000 rose to 13.7 million in 2009 liters, turned over a total of 68 times. Despite the global financial crisis, the Chinese mainland still achieve 74 ten thousand euros turnover rose as high as 40 percent, compared with 2008 imports rose as high as 97%. Since 2009 surpassed the United States, it has become in addition to the EU, the world's largest consumer of Bordeaux wine body.

  I think the point made here is that "No pain no gain" is the law of the value of production in the past the agricultural economy, while Bordeaux Wine Industry Association and the Bordeaux region has changed this fact on the wine issue, which adopted a common marketing strategy, effective to lift up the exchange value, and produce a feeling of cultural and artistic value, also increased the so-called residual value.

  In other words, China has a lot of foreign exchange flows to France, the purpose is to get the surplus value of Bordeaux wines, and this trend is clearly not instantly fade. I can not help think of the Roman Empire in order to obtain spices, silk Chinese imported goods and pay a lot of gold to the Central Asia caravan, clever artificially Central Asia to obtain greater commercial interests, we developed a better silk weaving methods to cater to Roman tastes weaving pattern, since the Central Asian people can only buy raw silk from China, and then sell their own processing Romans, which lasted four centuries, until the gold reserves of the Romans were taking away, in Asian people can be said to be the first international traders.

  The history of being in a circular manner in the exercise, the Romans two thousand years after the stage of history, the Chinese economy took off, a lot of hot money need to find export, traders know the art of marketing is often the biggest gainers, worldwide in Hu Shi piece of the pie.

  In ancient times, people do business is Central Asia's survival instinct, they are at the time of the Eurasian area of international trade bridge. Although Mike 庒 original is just a small inn on the Silk Road, is also one part of series of the two continents, and if people can learn to develop the spirit of the year in Central Asia and the business-minded, originally just combine agricultural and industrial production of wine, into itself The overall tourism marketing, will now spend to buy brand-name Chinese outflow of hot money to stay in the country, no matter from any one, it is useful work for China.

  So how to make Li 庒 tourism or industry to form their own brand, and then promoted to the brand, you need the full range of strategic thinking, and Bordeaux Wine Industry Association marketing strategy and always take the initiative to actively practice of foreign attack, just to give we have a reference model.