独家访谈亚马逊中国:发力进口葡萄酒直采业务

 

文:陆江 | 葡萄酒在线

(本文已发表于Decanter中文版-醇鉴中国,转载请标明出处和署名)

和其他国内电商大亨相比,亚马逊中国的葡萄酒业务一直相对低调。今年,亚马逊中国将发力进口葡萄酒直采业务——以下为亚马逊中国副总裁的独家访谈。

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葡萄酒业务规模

过去的三年,葡萄酒电商发展迅速,但也波折不断。而亚马逊中国“在不到3年的时间里,选品数量和品牌数量都实现了超过4倍的增长,销售也一直呈现每年三位数的增长。” 亚马逊中国副总裁石建军接受DecanterChina.com专访时表示。

石建军介绍说,亚马逊中国的葡萄酒业务与2012年8月启动上线,酒庄直采于2013年9月启动,从最初的美国,延伸至法国、澳大利亚、意大利,涵盖了这四个葡萄酒产区国的130多个品牌,近800款红、白葡萄酒及不同口味的果酒。

目前,“葡萄酒业务已上升为亚马逊中国进口直采业务的战略性重点业务。”

进口葡萄酒消费者群体

目前在亚马逊中国,“进口葡萄酒销售基本占整个葡萄酒品类90%以上的销售。”石建军指出。

目前亚马逊中国网站上销售的葡萄酒,有3800个品类(SKU)。“单瓶价格100-300元,无论从销量,或是销售额,都是在亚马逊葡萄酒销售中占比最高的法国葡萄酒销量最好,其次是澳大利亚、智利和美国。”

亚马逊葡萄酒购买者主要包括北上广,以及沿海经济较好的二三线城市和内陆省会城市等。主要年龄段集中在23-40岁之间,石建军介绍道。

近期英国葡萄酒市场调研机构Wine Intelligence的一份调查显示,中国目前有4800万来自“上层中产阶级”的消费者至少每年饮用两次葡萄酒,较2014年的3800万有较大提升。受访人中的35%现在至少每月饮用一次进口葡萄酒,较2015年的调查提升23%。

寻求理想的供货商

和其他“国产”电商相比,亚马逊集团全球化的资源是其优势,石建军指出。

“亚马逊中国的葡萄酒买手团队会与亚马逊全球买手团队共享各地酒庄信息。初步筛选酒庄清单,并通过亲自深入葡萄酒原产地、探访酒庄的方式进行全方位考衡,选出极具性价比的、符合中国顾客口感的和最能体现当地风土特色的进口葡萄酒。”

谈及如何把控葡萄酒品质,石建军表示亚马逊中国经销的品牌“均通过酒庄、总代或其官方授权一级供应商引入,从源头保障了葡萄酒的品质。”

上个月,亚马逊中国宣布成立红酒俱乐部。“今后我们会在原有流程的基础上,由酒庄代表来给亚马逊红酒俱乐部的粉丝们做一次内部品鉴再次确认每一款酒是否适合中国人的口感。”

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2016年:着力进口直采

和其他国内电商大亨相比,亚马逊中国的葡萄酒业务一直相对低调。不过在今年,亚马逊中国将发力进口葡萄酒直采业务。

“我们将充分发挥国际资源优势,继续做大进口直采酒的部分,并通过红酒俱乐部、葡萄酒大师班等一系列线上线下活动,带给葡萄酒爱好者全方位的品质体验。”

今年6月,亚马逊中国上线澳大利亚精品五星酒庄馆,致力于推广澳大利亚精品葡萄酒,还有意对“兰顿分级(Langton’s classification)”葡萄酒进行着重推广。

继去年9月的首届国际红酒节之后,亚马逊中国今年将“升级”举办这一活动。石建军表示:“今年我们还会有国际红酒馆的隆重上线,将来自更多国家的精品葡萄酒通过专业的国际红酒馆和线上线下活动推荐给中国消费者。”

*点击http://www.DecanterChina.com查看原文,查询身边的优质葡萄酒,读遍名家专栏,学练WSET知识点,阅览海内外葡萄酒信息。DecanterChina.com是1975年创刊的国际葡萄酒权威媒体Decanter为日益成长的中国葡萄酒爱好者量身打造的中英文双语网站。

 
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Exclusive – Hit Chinese reality show music director: My life as a wine enthusiast

By Maxime Lu / 陆江

(Published on DecanterChina.COM,  Chinese version of Decanter.)

The mega hit reality TV show ‘I am a Singer 我是歌手’ needs little introduction to the Chinese audience. Ever since its first season in 2013 one of the top producers in Greater China, Kubert Leung, has been the music director for this highly popular show.The musician, who came from Hong Kong, is known to the Chinese audience as a talented, gentle and elegant producer in the world of music (as well as for being a low-key workaholic who never leaves his studio). Few, however, would have imagined that the musician is also a serious wine enthusiast in his personal life.This month Decanter speaks exclusively to the award-winning music producer. Read all about Kubert Leung’s life as a wine lover.

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Image credit Kubert Leung

Q: How did you fall in love with wine? Which are your favourite wine regions at the moment?

Kubert Leung: When I was studying in New York many years ago, there was a big wine shop near my house. I would go there to buy some wines. These were my first experience with wines, mainly produced in the US, though I wasn’t really drawn to wine just yet.Fortunately, I had a Chinese friend whose uncle worked for a high-end local restaurant. From time to time he would bring unfinished wines from the diners, and I would get to try them whenever I visited their house. ‘What good wines do you have this time?’ was always my first line at the door. These wines gave me access to many of the most famous and interesting wine regions and producers outside the US.When I went back to Hong Kong in 1997, I grew a habit of drinking whiskeys, as they were easier to store, and I could take my time to finish them. At that time, we didn’t have many wines to choose from, until Hong Kong abolished its tariffs on wine.From five years ago, I started to visit Mainland China frequently and now I’m based in Beijing. Here I met a group of enthusiasts who share my passion for wine, and my interest in wine grew stronger.What I drink the most at the moment are wines from Burgundy and Italy. I’m fascinated by the finesse and elegance of Burgundy, as well as the versatile characters of Italian wines.

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Image credit Kubert Leung

 

Q: Who is in your ‘wine circle’? Tell us a little bit about your wine gatherings in Beijing.

Kubert Leung: My wine friends come from various professions; some are from the music and movie industries, or in finance and media, while others are wine merchants and wine critics. It’s a fun gang of interesting personalities, though we are from very different backgrounds.Our ‘headquarters’ is always Beijing. We try to meet once or twice a month, even when we’re busy with our day jobs. We would pick a theme every time, and each would bring a bottle to share and talk about with others.We even spend festivals and celebrations together—the year before last a few of us met up for Valentine’s day. I brought a bottle of Clos de Vougeot Grand Crus, while my friends brought wines including limited edition Champagne and icewine from Canada. We had lots of fun (though not romantically) by sharing good food, wines and interesting topics.

 

Q: As an artist who loves wine a lot, how would you balance work and drinking?

Kubert Leung: I would drink a little bit to get into a more creative state. But drinking for fun is a different matter, and I’d rather keep them separate—honestly, drinking too much will bring nothing but a negative influence to work.We would only drink abundantly to celebrate after the end of a show. My team came from around the world, and the Australians and Canadians would bring wines from their home countries to share with everyone. When I travel to Changsha for a show I would bring my own wine or sometimes, whiskey.

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Image credit Kubert Leung

Q: Has your love in wine brought any changes to your life?

Kubert Leung: I have learnt to enjoy life more and discover the small and beautiful things in life—this is an attitude associated with the wine culture.I also try to visit more wine-producing regions when I travel. A while ago I was invited to Sweden as a commentator for the 2016 Eurovision Song Contest. I decided to drive all the way to Rome and Florence and visited a few wineries.On my way I was the most impressed by an almost mythical Vin Santo from a famous winery in Tuscany. The wine was so rich and sweet; I heard that it was matured for 10 years, during which 2/3 of the wine was lost—imagine how precious and delicious it was. They (the winery) would use the fat brandy glasses to swirl the wines around, releasing the luscious aromas of the wine. That was a very interesting experience.I also loved visiting the ancient castles of these wineries—you would hardly meet any tourists there. These old chateaux at nights are so mysterious and somewhat spooky—maybe I’ve watched too many horror movies.

 

Q: For leisure, which wine region would you visit next?

Kubert Leung: I would love to visit Burgundy, a region I have admired for so long. I am in fact looking up information about chateaux visits in Burgundy right now.I would go to the regions where my favourite wines were produced, to feel the local culture and environment for myself. The experience of visiting chateaux and communicating with winemakers always fascinates me. But I would prefer a spontaneous holiday— I’d choose not to plan every detail before I set off for a trip.

 

Q: In the Chinese music circle, what beverages are trending right now?

Kubert Leung: When I first came to work in the Mainland, Chinese Baijiu and expensive top cru classes from France, such as Lafite and Petrus, were the most popular.Whiskeys were the next to become popular, especially single malt whiskies. These can be very characterful and they satisfy different preferences, but they’re increasingly expensive nowadays—especially those Japanese whiskeys, which are the most fashionable right now.Although in the music circle people mainly drink whiskeys at the moment, there are a few wine lovers as well. Like me, they found their favourites when exploring wines from various regions and styles — eventually falling in love with wine.

 

Q: Finally, what is your wine dream?

Kubert Leung: My dream is to try more good wines, and visit as many wine regions around the world as possible with my fellow wine enthusiasts.

 

Translated by Sylvia Wu / 吴嘉溦

 

Maxime Lu / 陆江

-The founder and Chief wine editor of WineOnline.CN since 2005
-The founder and Chief wine educator of  WineSchool.CN since 2006
-The founder and main contributor for WineBlogChina.COM since 2011
-Wine Judge for international wine competitions: Decanter Asia Wine Awards 2015(Hongkong) , Wines of Portugal Challenge 2014(Lisbon) , Radici del Sud 2013 ( Puglia ) ,and some domestic wine competitions.
-A contributor for Decanter China(Chinese version of Decanter.com),Prowine China(Prowein branch) and for main stream media on fashion, finance , food and wine.
-The consultant of  Wine Collection.
-The consultant of wine companies.

金牌音乐制作人梁翘柏:我的葡萄酒情结

文:陆江 | 葡萄酒在线
(本文已发表于Decanter中文版-醇鉴中国,转载请标明出处和署名)

火爆的音乐真人秀《我是歌手》对中国观众而言无需更多介绍。从2013年举办的第一季开始,梁翘柏(Kubert)就一直担任这一乐坛重量级的音乐节目的音乐总监。

作为大中华区的顶级音乐制作人之一,梁翘柏(Kubert)从幕后走到台前,以温和儒雅的音乐前辈形象深入人心。我们对他的了解,更多的是低调,每天泡在音乐工作室里的工作狂,殊不知,他也是位资深酒友。这次就让我们一起走近这位金牌音乐制作人的葡萄酒世界。

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图片版权:梁翘柏

陆:您是如何接触并喜欢上葡萄酒的?现在最喜欢的产区有哪些?

梁:多年前在纽约求学时,有一家离得不远的比较大的Wine Shop,常去逛逛,也会买葡萄酒来喝——那是我最初的葡萄酒经历,还是以美国酒为主,而且还没有发展到爱好阶段。不过特别幸运的是,当时我有个朋友,也是中国人,他舅舅在当地一家高级餐厅工作,有时会带着客人没有喝完的酒回家。我经常去他们家尝酒喝,每次进门就直接问,“嘿,今天有什么好酒”,然后大家一起开心的喝几杯。这让我接触到了美国葡萄酒之外的,一些世界各地有名的,有意思的产区和酒庄的酒。

1997年回到香港,慢慢养成了喝威士忌的习惯,那时候对我来说,威士忌保存更容易,打开一瓶不需要立刻喝完,可以放着自己慢慢喝。葡萄酒喝到机会较少,直到2008年香港降了葡萄酒税后,香港的葡萄酒选择才多起来。

五年前因为来大陆的时间比较多,常驻在北京,逐渐结识了一帮兴趣相投的爱好葡萄酒的酒友。对于葡萄酒的兴趣也愈发浓厚。现在平时喝的最多的,还是法国勃艮第、意大利等产区的酒,都是我个人的偏好。因为法国勃艮第葡萄酒的细腻优雅,意大利的超级多样性都让我很着迷。

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图片版权:梁翘柏

陆:您平时和哪些朋友一起喝酒?简单介绍一下你们品酒聚会的情况。

梁:酒友们来自各行各业,比如音乐、影视、金融、媒体,也有酒商,专业酒评人。都是些有不同经历的有趣的人。我们的大本营在北京,即使忙起来的时候一个月也会抽空聚上一两次,每次选定品酒主题,每人按主题带一瓶与大家一起分享交流。甚至有些节庆也会和酒友们一起度过,前年的情人节就是几个爱酒的朋友一起自带酒的吃喝聚,那次我带了一瓶勃艮第的名庄武若特级园(Clos de Vougeot GC),别的朋友有带限量版香槟,还有带加拿大精品冰酒等,大家分享些有趣的话题,虽然不那么浪漫,但非常开心。

陆:你是个很爱酒的人,那么工作的时候会通过喝到微醺的状态来追寻灵感吗?

梁: 会喝一点来保持良好的创作状态。但喝酒是喝酒,工作是工作,这个事情还是要分开,喝多了其实会影响工作。所以经常在演出结束后,我才会跟大家一起喝酒,庆祝high一下。我们团队里有来自世界各地的成员,比如澳洲人、加拿大人等等,会带着自己家乡的葡萄酒来跟大家一起分享。我去长沙出差做节目时也会带自己的葡萄酒,有时也会带威士忌。

陆:葡萄酒对你的生活有哪些改变?

梁:葡萄酒带给我享受生活的态度,会去发现生活中的点滴美好。另外现在生活中会比以前更多关注葡萄酒,出差的时候如果遇到葡萄酒产区会特意前去拜访。前不久因为参加2016欧洲歌唱大赛直播讲解工作,前往瑞典。因为距离意大利很近,所以任性地自己开车到罗马-佛罗伦萨一带游览酒庄。其中印象比较深刻是托斯卡纳的一家名庄,它的膜拜级别的Vin Santo(圣酒)非常浓郁甜美,10多年的酿造培养期,2/3的损耗率,十分珍贵,也十分好喝。他们用喝白兰地的那种大肚杯子来回滚动,让酒液大面积覆盖在杯壁上,馥郁的香气就会迅速的散发出来,这是一次很有趣的经历。

另外,那边酒庄里,还有颇具历史积淀的古堡,非常漂亮,很值得一去。我在酒庄里四处溜达都没碰到过什么游人,夜晚的酒庄古堡看起来神秘又惊悚。也许是惊悚片看多了,我一直在脑海中幻想着吓人的一幕幕。

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图片版权:梁翘柏

陆:如果再有休假机会,会考虑再去哪个产区?

梁:下次希望能去仰慕已久的法国勃艮第产区,最近也正在打听勃艮第酒庄游的一些信息。到我喜欢的葡萄酒所在的产区,去直接感受当地的风土人情,看酒庄逛葡萄园,和酿酒师交流,这挺让我神往的。另外我比较喜欢休假时的旅游是“说走就走”的旅游。基本都是随性安排,不会提前制订一个很详细的出行计划。

陆:现在您周围音乐圈朋友们饮酒趋势有什么变化?

梁:刚到大陆来的时候,最早流行的是中国白酒,和那些昂贵的法国顶级红葡萄酒比如拉菲啊、柏翠啊。再后来威士忌盛行,尤其是单一麦芽威士忌,它很个性化,但现在越来越不便宜了,尤其是现在特别“潮”的日本威士忌。

现在虽然音乐圈朋友们大多数还是在喝威士忌,但也有少数朋友和我一样,尝试不同产区不同品种的葡萄酒,逐渐找到自己的喜好,从而真正喜欢上葡萄酒。

陆:最后一个问题,关于葡萄酒您有什么愿望?
梁:我希望以后有更多机会试到好酒,还能和志同道合的酒友一起多走不同国家的葡萄酒产区。

*点击http://www.DecanterChina.com查看原文,查询身边的优质葡萄酒,读遍名家专栏,学练WSET知识点,阅览海内外葡萄酒信息。DecanterChina.com是1975年创刊的国际葡萄酒权威媒体Decanter为日益成长的中国葡萄酒爱好者量身打造的中英文双语网站。

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马云入手第三个波尔多酒庄,和赵薇共建葡萄酒帝国

文: 陆江(Maxime LU) | 葡萄酒在线

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今年2月,马云买下了他的第一个波尔多产区的酒庄Chateau de Sours,位于波尔多的两海之间(Entre Deux Mers),80公顷,年产约50万瓶。

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Chateau de Sours

上周宣布收购了第二家,位于波尔多Blaye Cotes de Bordeaux的酒庄 Chateau Perenne,64公顷,年产量约50万瓶。

perenneChateau Perenne

最新据英国每日邮报和法新社报道,中国亿万富豪马云花费1200万欧元买下了包括上周公布的Chateau Perenne酒庄在内,以及位于波尔多Cotes de Bourg的酒庄Chateau Guerry。这第三家波尔多酒庄Chateau Guerry,据称是Cotes de Bourg最古老的酒庄之一,约20公顷,年产8.4万瓶。这两座酒庄原来属于法国波尔多葡萄酒巨头伯纳德·马格雷兹(Bernard Magrez)。

25483-650x330-autre-chateau-guerry-cotes-de-bourg.Chateau Guerry

马云的酒庄收购步伐并未停止,据波尔多当地消息,马云下一步正在实施的还有对更高档酒庄的收购计划,尚未公布的目标酒庄包括昂贵的精品酒子产区Pomerol的酒庄。

马云,赵薇,史玉柱,李根雄(已入加拿大籍),四位商界大佬一起合作共享资源。由赵薇的酒庄团队为基础,成立的酒庄产业管理团队,集中负责打理四位名下的酒庄产业,未来还要拓展到美国加州,意大利,新西兰,澳大利亚等产区。

赵薇在波尔多自己收购的酒庄之一:Chateau Monlot,也成立了葡萄酒中间商企业(Negociant):SAS Cellar Privilege(联络地址与Monlot相同),主要负责四位庄主们旗下酒类产品的推广和销售工作。

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同时Cellar Privilege还聘请新加坡的葡萄酒评论家庄布忠(Ch’ng Poh Tiong)作为顾问。庄布忠先生协助Cellar Privilege,为葡萄酒采购提供专业的意见,另一方面协助Cellar Privilege对中国的客户包括饭店、宾馆、和高级葡萄酒会所的工作人员进行葡萄酒专业培训。

现在赵薇在阿里巴巴的天猫旗舰店,获得马云的全力支持,赵薇的酒类生意也借此获得良好的现金流,进一步支撑赵薇的酒庄业务进入可持续发展的状态。

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另外马云最近一年明显加强提升天猫的酒类业务部门,还大规模的宣传和举办葡萄酒节,除为了增加天猫淘宝的新增长点,同时也借此提升其葡萄酒产业链的完整性。

相信未来,这个以马云为首,通过以赵薇团队为运营核心的酒庄联合体,将会成为一个不容忽视的国际酒业力量

 

 

作者:陆江(Maxime LU)

– 曾为Decanter亚洲葡萄酒大赛(Decanter Asia Wine Awards),意大利南部葡萄酒大赛(Puglia)、葡萄牙葡萄酒挑战大赛-Wines of Portugal Challenge(Lisboa)等国际国内葡萄酒大赛专家评委;美食美酒旅游类撰稿人,《葡萄酒在线》专栏撰稿人、《Decanter中文版-醇鉴中国》撰稿人,葡萄酒行业咨询顾问,万欧兰葡萄酒教育首席讲师,资深葡萄酒收藏顾问。