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How to Develop Relationships With Chinese Sommeliers

01/04/2019

Some tips on how you can effectively network with Chinese sommeliers.

While China’s top cities – including Beijing and Shanghai – now have vibrant wine scenes and highly-acclaimed sommeliers, it can sometimes be difficult for Western wine brands to develop relationships with these sommeliers. Language, of course, remains one huge obstacle, given that many of the top Chinese sommeliers are using Chinese-language social media platforms such as WeChat and Weibo rather than Western social media platforms such as Facebook, Twitter, and Instagram. With that in mind, here are a few ideas for developing relationships with Chinese sommeliers.

Attend International Wine Events

One place to meet Chinese sommeliers face-to-face is at the growing number of international wine & spirits events that are now taking place in Hong Kong and in Mainland China. In Hong Kong, for example, the Hong Kong International Wine and Spirits Competition is one of the most popular events on the annual wine calendar for top sommeliers, many of whom participate on the judging panels. In Shanghai, events such as China Wine Competition (hosted by Beverage Trade Network) are also noteworthy for the sommeliers that they attract as part of the very prestigious judging panels. In addition, trade-focused events, such as the International Bulk Wine & Spirits Show (also hosted by Beverage Trade Network) are also a great way to network with local sommeliers and gain insights into the pressing business issues that many of them face.

Tap Into Your Current Business Network in China

In China, one important concept is guanxi, which is usually translated into English as “network.” However, the word guanxi conveys much more than just who you know, or with whom you might be connected by business relationships. It also refers to how you use those relationships. A related concept – “saving face” – is very important when it comes to guanxi. If someone has done an important favor for you, then you are expected to reciprocate it in some kind. If you fail to do so, then you “lose face” in your Chinese business circles. This reputation and trust is very hard to regain, so you need to do everything possible to maintain your business relationships.

When this concept of guanxi is applied to the world of Chinese sommeliers, it means that you can open many doors simply by tapping into your personal network. If you are working for a Western wine brand, for example, you probably have wholesalers or importers that you can contact. These people in your personal network can then put you in direct contact with Chinese sommeliers who might be interested in hearing more about your wine brand. Just keep in mind – the sommelier community in China (and especially in Shanghai) is very close-knit, and you will often require someone already in this community to make the right recommendations for you.

Interact With Key Opinion Leaders on Chinese Social Media Platforms

As a rule of thumb, it will be much easier to develop relationships with Chinese sommeliers if you are hanging out where they are hanging out. That, inevitably, means that you will need to become familiar with Chinese social media platforms such as WeChat and Weibo.

One strategy here is to tap into the power of Key Opinion Leaders (KOLs) in the Chinese wine world. These Chinese KOLs are the equivalent of Western social media influencers, and they are becoming increasingly important in bridging the gap between Western winemakers and Chinese consumers. Wine Australia, for example, recently worked with two high-profile Chinese KOLs to bring their message about high-quality Australian wine to Mainland China. In the same way, you can tap into the power of Chinese sommeliers who are Key Opinion Leaders. Meeting these KOLs is actually less daunting than it might sound – publications such as Decanter China often run annual surveys of the top Chinese wine KOLs.

Hang Out in Online Chinese Wine Communities

China’s wine culture is rapidly growing, especially amongst young millennials eager to experiment with wines from different geographic regions. As a result, some B2C e-commerce wine platforms have de facto become online wine communities of their own, filled with people talking about their favorite wines. In addition, there is a growing number of Chinese online wine clubs that take the same “wine of the month” approach as in Western markets. By becoming part of these online communities or wine clubs, you will be able to meet young movers and shakers in the Chinese wine world, including many top sommeliers.

Go to Top Bars and Restaurants in Beijing and Shanghai

If you are planning a business trip to China, then one way to meet these Chinese sommeliers face-to-face is to hang out at the top restaurants, bars and hotels. For now, Beijing and Shanghai dominate the market for top sommeliers, and as a rule of thumb, the very elite sommeliers are working at high-profile four- and five-star venues. The Four Seasons Hotel in Shanghai, for example, is known for its world-class wine program. And just about any high-profile destination in Shanghai’s The Bund district is going to be a place to meet a high-quality sommelier.

Understand The Importance of Prestige In The Chinese Wine Industry

While consumer wine preferences in China are changing, the clear focus is still on “prestige” producers. This usually means a prestige Bordeaux or Burgundy producer from France. But just because your wine brand is not from France does not mean that it can not be included in the unofficial list of “prestige” wines that routinely show up as the top sellers on Chinese wine e-commerce sites. For example, Penfolds in Australia is arguably just as famous these days as Chateau Lafite in many sommelier wine circles.

Prestige as a key selling point is much more important than food-wine pairings or just about any other factor. So keep this in mind when developing a relationship with a Chinese sommelier. In order to be taken seriously, you will need to be able to explain why your wine brand is prestigious. It could be, for example, that your wine is from a single-vineyard producer. Or, it could be that your wine brand has the backing of a top Chinese KOL.

Above all else, realize that building a relationship with Chinese sommeliers is going to take some time and effort on your part. If you know Mandarin, of course, your job is going to be a lot easier. But even if you don’t, you can still tap into the thriving expat scenes in China’s top cities or sign up to attend one of the high-profile wine events now taking place in cities like Shanghai on a regular basis. By doing so, you will be able to develop relationships with top Chinese sommeliers.