01Vino Joy News·
China's newest Master of Wine says trade fairs need strategy, not just presence
- Liu Weiran, China's newest Master of Wine, researched exhibitor preferences at Chinese wine trade fairs for his MW thesis, finding different exhibitor types prioritize cost, location, buyer access and promotion differently.
- China's largest drinks fair, the Tangjiuhui in Chengdu, has seen exhibitor incomes fall while stand costs remain high; fairs now function as showcases rather than venues for immediate bulk orders.
- Liu advises foreign wineries entering China to attend fairs despite lower returns, but combine attendance with social media promotion, livestreams, dinners and branded items to capture valuable buyer traffic.