A close look at the social media landscape to China and what does it mean to the wine trade. Also, bringing up the wine education, the main players, and brief descriptions.

1. Social media and Wine education
facts of China
Facebook@ LIU Lan
MBA on Food & Wine @Bologna Business School
Master of Science on Viti & Eno @ Montpellier SupAgro
Certified Italian Wine Ambassador @ Vinitaly International Academy
Verona, 05 December 2017

2. December 2015
688 million
Internet
users
659 million social media users > USA + EU
Facts and figures
China has the world’s largest population as well as the
largest number of social media users

3. The complex Chinese social media
landscape perfectly corresponds
the vast diversity of Native wine
grapes of Italy

4. What is relevant to Wine trade
8 main categories
1. Communication
2. Microblog, Blog, Soft
Blog
3. Business Networking
4. Online forums
5. SNS/Wiki
6. Video & Picture social
7. Live streaming
platforms
8. E-commerce
180 Chinese wine professionals
Wine Educators
Wine Journalists
Wine Sales representatives
Wine Importers
Sommeliers
etc.

5. Social media Penetration
Rate
Western Equivlants
WeChat 99.38%
Weibo 77.16%
QQ & Qzone 60.49%
Linkedin 41.36%
Aqiyi 70.37%
Youku & Tudou 66.62%
Ingkee 19.23%
Baidu Baike 60%
Zhihu 50%
Baidu Tieba 41.36
JD 63.35%
Tmall 51.55%

6. The ideal social media cycle of the China
Wine Business
China
More or less the rest
of the world

7. The wine education landscape
École des Vins de
Bourgogne（10
Official Bourgogne
Wines Instructors）
WSET (101 Approved Program
Provider)，12813 students sat
the exam (41% YOY growth)
Main Players
Australia A+ Wine
School (17 certified
Educators,
extensive tours and
courses)
L'Ecole du Vin de
Bordeaux (52
Educators, 3
partner schools)
Wines of Germany
(15 certified
Educator)
Other major education programs: New Zealand Wine Course, Rioja Wine course, Wines of Chile,
California Wine Course etc.

8. The Italian wine education in China
Other major education programs: Italian wine course by Enoteca Italiana and other programs
organised by regional bodies.
Wine professional certification course by
Vinitaly International Academy (2 Certified
“Italian Wine Experts”, 27 certified “Italian Wine
Ambassadors”- Including 2 Master of Wine
and 1 Master of Sommelier in this community
Main Players
A main wine
education initiative
to Wine lovers and
wine trades by ICE
Recently
introduced into
China, very limited
course providers
Introduced into
China in 2012,
providing entry to
middle level
certifications
Associazione
Italiana Sommelier

9. Takeaway:
Grow the Italian wine market by exploring
digital tools and investing in genuine Italian
Wine education.
Forge them together!
Grazie