Yu Hui Shen pioneer wine culture communicators

 Shen Yu Hui: a pioneer in the wine culture communicators
Guests: Shen Yu Hui ()
Sohu blog: Ye Xiaojing
Time: October 21, 2009
produced: Sohu blog
First, the global wine industry's most One of the influential 50
Sohu blog: Sohu blog about out to the point, today we go about that Aussino Mr. Yu Hui Shen, CEO, Mr. Shen Hello!
Shen Yu Hui: Hello leaf Miss.
Sohu blog: You were recently named the impact of the global wine industry, one of 50 people, can you talk about what the term means?
Shen Yu Hui: Globally there are two of the most authoritative wine magazine, one American, one British (English) We are called a politician, he may formulate relevant policies, laws and regulations.
Sohu blog: For example, President Sarkozy was named this in this within 50.
Yu Hui Shen: Yes, probably because he developed government policies or regulations will affect the wine industry. there are some winemakers, because they contribute in the brewing technology, a breakthrough. There are some circles in the bottle, or promotion of wine culture This one is contributing. also has a wine, because they invented a new business model, I am a member of one wine. The first one is now the international wine industry now begin to pay attention on this huge market of China, the second may be mainly our business model is a more innovative model. while we are in the vanguard of China's wine culture disseminators, which they love with a place to contribute.
Sohu blog: China should be considered Distributor's largest wine?
Shen Yu Hui: I do not really accurate data that we are not the biggest, but may be one of the larger importers.
Sohu blog: Shen lasting bonds with the wine industry is because they particularly like you?
Yu Hui Shen: Yes, I am 11 years in Australia, where he learned the wine and drink a lot, also visited a number of wine estates, it is my old hobby, even after coming back did not expect to join the industry to go inside. 95 years returned home and found that when the domestic wine boom has not yet begun, but some people have begun to appreciate this culture.
Sohu blog: Sprite then add red wine. < br> Yu Hui Shen: Yes, that's almost red wine plus add Sprite or Coke's, very expensive wine, but he used against the Sprite, looked very uncomfortable later. If we introduce the good red wine to China But the church the right to drink and enjoy all the methods, this market is huge, because it is a really good thing. in the future as China's economic development, the middle class and wealthy class groups will become increasingly large, they will certainly be demand for these things, because in addition to purely material needs a lot of people there will be other than spiritual needs, so we feel the market should have. I've never done things in any wine company, and no school How have the traditional business of wine, I'm just from a fan's point of view, if you like wine, needs something, or I want to learn what needed.
Sohu blog: Your innovation that way?
Shen Yuhui: Yes, probably so.
Sohu blog: process well for you?
Shen Yu Hui: In the beginning is not very smooth.
Sohu blog: What difficulties encountered?
Shen Yu Hui: encountered many difficulties, a is that time is very domestic law recognition of drinking, we drinking wine or regular drinking is very correct feeling rejected. that time is only one word is patience, there is no other way, slowly guidance. The second difficulty is that many companies do when the red wine, but most of them are doing very chaotic, and that is possible in a foreign country into the very cheap and then selling came after the very expensive, profits, there are also repackage imported of course, there are, but the quality is excellent, the, poor all have, the market is very confusing. The third time also that there is no prominent brands of large companies, consumers, large companies are rarely trusted, so that fish in era, the market was chaotic, consumer acceptance of these imported wine will be of course a lot of combat.
Sohu blog: probably spent a lot of money to buy a less than good, he said, this wine is not good .
Yu Hui Shen: Yes, he may feel that the French wine imported wine, or not so good. There are some companies may be due to some good red wine into, but there are problems because he kept, stored inside the warehouse without air conditioning system, but very hot environment, so after two months and then sold after the wine has gone bad, and the quality has declined, a variety of reasons. At first it is very difficult years.
Sohu blog: your first store opened in what?
Shen Yu Hui: At first we did not retail network, our earliest time is the main wholesale to restaurants, hotels, supermarkets and some supermarkets of this type as the main retail network. the last five or six years before we began to build their own retail network, so now we become our own both the wholesale system, we still sell to hotels, restaurants and also have our own retail system , that is, the brand's retail system Fulong.
Sohu blog: There are three of your retail system, there are wine cellars and wine estates as well Wine Shop, What is the difference among them?
Shen Yu Hui: Aussino Cellar is relatively large point, we usually requires a minimum space of 200 square meters or more to our own positioning within the five-star, luxury.
Sohu blog: wine cellar in the ground up to be?
Shen Yu Hui: Not necessarily on the ground, some on the second floor, third floor, 20th floor can be.
Sohu blog: Why it is called the cellar?
Shen Yu Hui: The concept is to keep our wine cellar which is relatively large, wine estates is in point, the Wine Shop is a small point, but only used to distinguish between the size of pits, houses, workshops, is not necessarily in the ground. Even if you go to Bordeaux, not necessarily you go to the cellar in the ground, some Bordeaux wine oak pit is the place where it can be more than the ground.
Sohu blog: it is taken up air conditioning system?
Shen Yu Hui: a modern thermostat systems. Back to the topic that we have is that the wine It is relatively larger pits, it is both the retail and another reference, it is a retail store during the day and at night it is a professional wine bar, but it will not sell to other wine, no beer, no spirits, nothing not only wine, or you drink wine or to drink water. was thinking I saw a lot of this concept is foreign wines in retail stores, they only retail spot they do not reflect the drinking hall. but I think in China we do not be regarded as a source country wine culture, wine is a Borrowed material, and I think this thing is very important to experience, we can not talk about wine every day, how dry the health, how a drink, this is very monotonous, we must allow them to experience place, so that we can put the general middle-aged, young people or something like that, and he knew that the correct way to drink wine, how kind. turned out to be constant, and fifteen degrees to open the wine is the best drink, the original cup to this, the old year is relatively strong wine or wine is to be sober, decanter something like this, it aims to sober up contacts with the aroma of the oxygen burst out, and so these . he came to church to drink when we have explained, this is a real drinking culture in the promotion and dissemination of a process, so the wine cellar is the main type of retail experience.
wine estate is the second level, we positioned four star, it only retail, but a slightly larger scale, it is between 50 square meters to 200 square meters, it is the street most of the shops, but it may be closed at ninety o'clock, and it just did Retail this one, just as foreign wine is similar to retail stores.
minimum three-star Wine Shop we call our position is with some big super cooperation, for example, in some CBD areas, such as International Trade We have a Wine Shop, the Wine Shop's size is between 10 square meters to 50 square meters. because the CBD is more famous for the lot or building rents are very expensive, so we do not need a great place, but more effective place of the sale of wine, so it is just to do the same and wine retail housing, but consumer groups to facilitate the nearby shopping district. We may not like the variety and wine estates in the wine cellar can store so much, because it is not so much the lot, so we can only store a number of hot, and now the most sought after market products. but also provides a lot of convenience, so it is easier with the cooperation of various super, super investment could not see when that we have this brand, consumers believe the brand is a good place to sell goods goods, real goods, and constant temperature, storage and preservation of these are relatively secure. because this thing is actually a bottle of wine fresh juice, store a lot of people do not seriously before, but the store is a very important aspect, which would affect the quality of its last.
Second, the wine is the blood of God
Sohu blog: Why is not China's grape the origin of the wine brewing it?
Yu Hui Shen: Our history is mainly to drink hard liquor, wine, rice wine.
why the wine is more popular in the West? may be and the Catholic, Christian church doctrine on these.
In fact the invention of wine in eight years to a million years ago, Stone Age, when there is wine there. that time is a lot of people not eating ripe grapes picked the juice flow out, naturally fermented.
Sohu blog: the Bible, Noah was drunk and there was the record.
Yu Hui Shen: In Catholicism, Christianity which they regard the wine that is God's blood, said although he ascended into the sky but still happy to leave to the world drink the wine very happy. so it's popularity may be mainly through missionary.
Sohu blog: Start a large-scale commercialization should be in World War II?
Shen Yu Hui: almost, also large scale commercial wine the popular will on the world since World War II World War II we all pay more attention to economic development center, economic development, these things slowly began to up the popularity. For example, Japan is not popular in Japan before World War II drink wine, but 70 of them affluent Western culture slowly into the facility, of course, Japan also exports cars to the West, the West also exports wine to Japan, they began to pop out there.
Sohu blog : Speaking of wine producing area, the general said that we will think of red wine in France, but in fact the French is the main producing two small place, is Bordeaux and Burgundy.
Shen Yu Hui: two wine world areas, one of Bordeaux, one of Burgundy, Burgundy is not the amount, but Bordeaux is still very large.
Sohu blog: Why is the land like Australia and the United States where such a large hand, production is not very big? < br> Yu Hui Shen: Because Australia and the United States are grown in recent decades began for a place may be many kinds of grapes, but not every one have been developed in many areas have not yet been developed, but Italy with France on the species for many years, where many of the development have been developed, so it is not less than the size of grapes in Australia and the United States. Australia's production is not large, U.S. production is not large is very powerful, Australia to present That is far more than a thousand wineries, but a place to light in the tens of thousands of Bordeaux wine of the.
Sohu blog: Is there brand?
Shen Yu Hui: Of course, branding is also very relevant, Australia and the United States in recent decades as more focused on their number is large in the promotion of the brand. But the great majority of the French brand is the brand may not necessarily yield a large, but a great reputation, for example in China The most popular Latour, Lafite, Margot high quality of these wines are so famous, but in fact it is very small output.
Sohu blog: And they are the generation to generation, not will further expand the planting area.
Yu Hui Shen: Yes. because there is usually in the wine industry in terms of a commodity type of wine and wine boutique wine also works of art class. commodity production is very large, they pay more attention to This is a brand marketing, this brand came out they were almost unlimited number of production can be achieved, because not only their own grapes on the field, you can also buy other grape growers.
Shen Yu Hui: The second is the fine wine It is not the biggest output, but it is not small, there are some family-oriented company or a partnership of some of the company, its production is not small, but not great, it is more focus on quality, cost-effective to do thing, because it may not have much capital to invest big in the advertising, marketing major, so it should be superior in terms of quality-oriented.
wine and some works of art, the so-called works of art can also be said to be a luxury wine goods, wines, these first-it is very historic, it has a glorious history, from generation to generation, within the context of drinking in the world in their home is a very good reputation. The second they are very good quality chest there, third of their output is limited, it is natural that the fourth is a high price.
Third, the correct way to taste wine
Sohu blog: Shen can tell us something special and high quality is What kind of standards to measure up?
Shen Yu Hui: the special and high quality is equal to the length of the beautiful people and great personality, but an integrated these two things, some people are pretty long, but not necessarily the one great personality You find him after the contact with him although it looks pretty mediocre, but in fact, is seen on the surface. But you understand then, found out that this person is very individual, very special, his personality may be very soft , and it may be very hard.
Sohu blog: Drink this wine you will remember the taste, there is the ability to recall.
Yu Hui Shen: Yes, took a long time you can remember from its special flavor, such as Porto, Lafite, Le Pin three is definitely very high quality wine, but their personality is not the same. high-end drinkers will judge him, I like Porto Division This is a very atmospheric abundance of the King, I like this as a Fairy Li, it may not be as great as the king Porto abundance of teachers, but it is a paladin, for example, or it may be as Yang Guo is it like Chu Liu Xiang of this type. Lafite a little more like a gentle graceful woman, they certainly are high quality, but not the same personality.
Sohu blog: Wine is not with the reading materials, like, I know many people but I would like one of the contacts, or my taste is increasing.
Shen Yu Hui: I think so. For example, assume that a group of friends one night with five or six people to drink wine, it is natural have this feeling that I may drink the first bottle of 300 dollars, after drinking the second bottle we will open 500 yuan, 1,000 yuan may be the third bottle, then drank a bottle after the fourth friend I call on the fifth you drink a 150, right, and you will find it hard to come by for a drink. unless you have already drunk it almost does not matter, if we did not get drunk, we are more people who drink, but also a certain amount of alcohol, but also appreciate force, that when you drink down Fifth bottles you will find it hard to be back.
Sohu blog: on the wine, save the environment, drinking environment, you can do a little introduction up?
Shen Yuhui: We often say that drinking wine is the same bottle of wine you use a different wine, in a different mood, with different foods at different temperatures below, and different friends drink, in a different environment, or in different seasons of the season, you feel this is not the same bottle of wine, like people, it is a mood.
Sohu blog: people should be very quiet to understand this feeling.
Yuhui Shen: A the. For example, the company's annual dinner this year is that everyone is busy, constantly between Taiwan and the Taiwan toast each other, this time you find a bottle of very gentle, elegant Burgundy to supply the dinner, it may not be is right. under the environment in this lively, may Chilean wine, Australian wine more appropriate these enthusiastic. If two friends this evening the three of us are really understand wine, to a quieter restaurant, we wanted to settle down to taste the wine, so very elegant and you open a bottle of Burgundy or Bordeaux is a very elegant, so you can figure out the true style of wine.
cup is also very important, for example, you drink Italian and France, the two varieties, I think the cup is not too much should be moderate. But you drink Bordeaux or Australia should use large glass of wine, because it is not the same grape varieties, the wine may be more in Australia rich and full, the amount of Bordeaux wine is full bodied type of bias, so it needs more contact with air, so to make it burst out the aroma, while taste will be a little smoother.
temperature areas such as red wine cases, strong type of wine is best Shiba Jiu degrees the temperature is twenty degrees or drinking, I mean the wine's temperature, not room temperature. If the type of red wine is elegant, its temperature may be lower point, such as fifteen degrees, that is, between fourteen to sixteen more good. If it is full-bodied white wine full of type, heavy flavor, then three more appropriate in the second, if it is a little white elegant wine it could be about ten degrees, and if the white wine with a gas, including champagne, it may be more elegant seven or eight degrees, the temperature of drinking is probably the case. when stored either white wine or red, the storage temperature the most good is thirteen to eighteen degrees this range, so now the world face a lot of e-bar, plug it into the home can be a temperature in the second layer is below three, the maximum is twenty degrees above the middle fifteen degrees. Then you type under rich red wine full of discharge above, medium bodied red wine, put the middle, put the following white wine.
Sohu blog: You have also done some very interesting activities Wine Festival for example, what is your next plan?
Shen Yu Hui: I do think this idea say that the wine culture, the first was done two years ago in Guangdong first carry out a second time to do We have just engaged in a last month in Beijing, very successful, very popular, we feel very good results. We planned for this year is three, there was a mid-November in Hangzhou, Xi'an in early December there was a . the future we will be in major capital cities, each year engage in three to five games, so can bring about the local wine culture.
Fourth, the wine is like life
Sohu blog: get Aussino After identification of the world's wine industry, your new goal is what the next step?
Shen Yu Hui: I think the next step might be done better in the publication, and now we are mainly out of a quarterly newsletter called This tool is called a life of The books, one is a famous historical manor, the story introduces a review. and then we will increase in the future publication of anything like this, it may not just these two books, there may be special in-kind match of wine compared with the stress of books, there may be some of the world bosses interviewed Chateau Association, Dictionary of things like wine.
Sohu blog: these things can be put online.
Shen Yu Hui: We are now doing an entry in the DVD, Some people do not have time to read the whole book, or that some people do not understand the text on the video so good, some people like to play golf back to buy two DVD will be watching the basic moves had been, and will not make too much error. We also develop some DVD of the series, that he read about a cup of the position, what a drink what wine, what kind of storage temperature wine, what wine with what food is about, these are some directional things.
Sohu blog: As a wine lover who choose wine as a career, who you get from red wine, what?
Shen Yu Hui: I think the happiest people combine career and hobby, so I think I am very happy.
from the wine where I also learned a lot of red wine and the people are very similar places, so there is a great physicist, once said that the world is to study the physical life I am, nothing I do not understand , but there are two things to understand is the hardest out, one person, one is the wine.
Sohu blog: So you are now beyond the physicist, and all they get to know wine.
Shen Yuhui : I can not say that they get to know, because man is a changing thing, the wine I think I did not fully understand it. So every time to go to different countries, different manor, I think I still learn each year a lot of new things at the same time a year with the bottle of wine, I might drink it last year so this year is a different drink, drink again next year, among the changes. So for those reasons, and so I did not fully understand, I am also learning and exploring them, because I really like this thing, but also cook this stuff, so feel very happy.
Sohu blog: Our audience is a very young group, you as a wine experts to explain how they drink wine?
Shen Yu Hui: to learn to taste wine, the first thing I think that depends on a number theory is to understand some of the most basic, entry of a number of theories. The second is to more taste, I taste is not to say that the more drunk every day, you have to find out the characteristics of Australian wine, Chilean wine is the characteristic feature is the American wine, then you can take part in more tastings, and now available in many , in addition to our company, other companies have a lot of variety of products, all brands of some free tasting, to a very small cost, that is 50 dollars, 100 dollars a tasting there. you will gradually take part in more to find an emotional understanding. Thirdly, I think to try that some high-end stuff, that is a good thing after you have tasted what you aesthetic constant To move on, and when you come to the aesthetic standards a certain height, you usually come back when you taste it is easy to find where its shortcomings, the advantages are. but if you have never tasted the best things, like you have not tasted the wine 95 points , you may be limited height.
Also, I think wine is something of a sharing.
Sohu blog: Can a person take that drink.
Shen Yu Hui: A Comparison of boring people sit there and drink from Share them you will appreciate the feelings of others, which is an evaluation of the wine or you ignore the place. is equal to a person to get along, we have a few friends together, for example, ABCDE four friends, sometimes you may will be to discuss with the E B, sometimes you will discuss with the B E, but B-E told you and you may see there is a difference, then you body from E can be understood, I ignore it the other side. wine, too, find a few more of them in the shared love of wine, friends and discuss, to share, this is both a pleasure, but also a learning experience, you will improve faster.
Sohu blog: Thank you, Shen sum We share his wine life, Shen really is a very happy person, can do your favorite things, and put it into a career. We also wish Shen of the wine business is booming, more and more good.
Yu Hui Shen: Thank you, thank Sohu!