Professional wine education plays an important role in promoting the prosperity of Hong Kong wine market. For example, AWSEC, established in Hong Kong 20 years ago, has witnessed the development of the wine industry and the prosperity of the market in Hong Kong in the past 20 years. Since its establishment, this training institution has trained more than 65,438+08,000 professional practitioners and wine lovers. The development of the school in the past 20 years reflects the development of the Hong Kong market to some extent. In the early days of the school, the wine industry in Hong Kong was far from today. Steve and Jennie, the founders at that time, held small tasting meetings in some retail stores with their persistence and love for wine. Later, some real wine lovers began to invite the couple to hold wine tasting parties with various themes. At that time, couples could only write on the blackboard with slides in class. In the early days of promotion, the communication tools were not as diverse as they are now. Steve and Jenny can only promote the course by fax. The course is held in a restaurant in eastern Tsim Sha Tsui. After returning home every day, the couple always receive some faxes, which are often praised by some fans. Nowadays, this institution is quite mature, and it can provide official course certification in many production fields for students at different levels. Many employees in the Hong Kong market and even in the Asian market have received training in this institution. At the annual meeting of WSET headquarters in London last year, AWSEC was rated as "the best educational institution in the world". The popularity of wine education in the market undoubtedly reflects the maturity of the market.

It is particularly important for the spread of mass consumer groups.

Wine education for mass consumers is a prerequisite for market prosperity. Facing the mass wine consumers, it is the unshirkable mission of every employee to correctly spread wine knowledge. This level of education and communication is different from the training of professionals, and can not be promoted in the form of preaching, but requires a process of interest training. As a consumer-oriented guidance and education, it can be roughly divided into three stages:

The first stage requires popularizing knowledge. At present, there are many wine tasting parties and tasting classes led by wine merchants in the market, which is actually a very good form of knowledge popularization for mass consumers. The public needs a cost-controlled opportunity to experience wine, even free of charge, to cultivate their interest in consumption.

The second stage is the deep experience. When consumers have established their interest in wine and are really willing to pay for it, it shows that our market has really begun to mature. When consumers become lovers, the interaction between wine merchants and consumers increases, and all kinds of experience activities we can carry out become diversified. For example, blind products for various producing areas and grape varieties, tasting for some specific themes and specific producing areas. When the interaction between consumers and wine merchants forms a certain law, then wine merchants naturally master a stable customer base.

The third stage is the transition from enthusiasts to communicators. When consumers really integrate into the atmosphere of wine culture, they will regard wine consumption as a specific lifestyle. This consumption inertia is a symbol of life taste, and it will label itself with a special ideology. This is like drinking tea and coffee, which will eventually break away from the shackles of consumption power and become a necessity of life. For example, when World War II was in full swing, even in a Jewish family where three meals were hopeless, it was absolutely necessary for women to make a cup of fragrant coffee for men in the morning to signal the beginning of the day, and even to interpret a noble cultural trait and express their desire for life. Wine is bound to become such an emotional consumer drink. When it interprets an individual, that individual is also spreading this consumer culture and affecting people around him. When fans become disseminators or even defenders of a culture, then the market really begins to prosper.

Whether facing professional wine merchants or public wine consumers, only by raising cultural communication to the height of "education" can the market become pure and accumulate enough consumption power. Nowadays, the wine consumption market in Chinese mainland has entered a period of adjustment, even a trough. At this time, we should calm down and look at the development track of our surrounding markets in a horizontal comparison way, and sum up the experiences and lessons worth learning from them.