PARIS, Nov. 5 (Xinhua) -- China is a strategic hub for international trade, and French wine producers must pay more attention to the evolution of consumption trends in the Chinese market, said Olivier Bouché, president of the Compagnie des Courtiers Jurés-Experts Piqueurs de Vins de Paris, and founder and president of the French International Wine, Wine Bio, and Spirits Awards (FIWA), in a recent interview with Xinhua.
Bouché introduced that the FIWA competitions are held annually in Paris, divided into spring and autumn seasons. And the FIWA acts also as an institutional platform, which organizes participating wine producers to participate in professional exhibitions.
Bouché stated that the FIWA has participated the China International Import Expo (CIIE) for seven consecutive years. During the CIIE, the FIWA booth showcases the gold and silver award-winning wines and spirits from its competitions, offering Chinese importers the opportunity to meet directly with producers, thus eliminating intermediaries and ensuring product traceability and quality, according to Bouché.
"The CIIE is an excellent initiative. The six-day expo provides a high-level platform for global companies to showcase their products and services to professionals from across China," Bouché said. He believes that the CIIE brings together high-quality products from around the world, allowing Chinese enterprises to engage directly with foreign companies. Professional buyers and importers can discover new products to meet the preferences of Chinese consumers who enjoy novel experiences.
"In recent years, the CIIE's impact on global trade and the world economy has been gradually deepening, without a doubt," said Bouché.
He noted that the exchanges during the CIIE have led to numerous contracts and promising projects annually, with positive feedback received afterward, and the CIIE period therefore becomes a highlight of the year when many key decisions are made. However, success in the Chinese market also demands year-round dedication.
Bouché believes the past three years have redefined the global market, including China's. Different modes of consumption have evolved and consumers have become more demanding on traceability, standards, compliance, etc.
"In the wine industry, anticipation is at the heart of producers' concerns," said Bouché. He believed that China has become a strategic hub for international trade, thus it is vital for French companies to participate in the development and dynamism of China's proactive opening up and promotion of a new form of globalization. More specifically, French wine producers should learn to be more sensitive and adapt to the changes in the consumption mode in the Chinese market.
In line with this philosophy, FIWA will also focus more on the younger generation of Chinese consumers who are pursuing refined wine consumption behind Chinese importers at this year's CIIE.
"This year, we are paying more attention than ever to changes in wine and spirits consumption patterns in China, introducing relevant cooperation opportunities to FIWA producers," Bouché said.
He further explained that while great wines and spirits are still viewed as luxury goods and symbols of status, with a stable customer base, the rise of younger importers is challenging traditional business models in this field. "This year, we are more attentive to this trend."
Bouché believes that changing consumer trends in the Chinese market require producers to upgrade classic product lines to meet the needs of younger generations, such as lighter, more fruit-forward red wines, white wines, sparkling wines, and low-alcohol options.
"As a result, some producers at the FIWA booth have decided to develop new expensive marketing strategies tailored for the Chinese market," Bouché revealed. (Contributed by Li Wenxin, edited by Yang Yifan with Xinhua Silk Road, yangyifan@xinhua.org)
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