The document discusses a research project between NJU MBA students in China and BUES students in Romania. The goals are to understand the significance of viniculture in selected Chinese and Romanian provinces, examine technological developments and sustainability, and strengthen cooperation between the two countries. The Romanian team would focus on commercial and financial sustainability while the Chinese team examines technological innovations and environmental sustainability. The expected results include research reports, publications, and practical benefits for the wine industries and governments of China and Romania.

1. CHINA —ROMANIA
NJU MBA — BUES PROJECT
庄娜 IOANA B.A.

2. GOALS
Open a Window to a new part of the world…warm Romania
Understand the significance of our Research Project
Open a Dialogue
Offer support in creating the Chinese Team
Take Action for Successfully Winning the Grant !

3. BUCHAREST UNIVERSITY OF
ECONOMIC STUDIES | www.ase.ro
BUES est. by Royal Decree on April 6, 1913
Professor Valentin COJANU Ph.D. |
Coordinator of the Romanian team
Head of Doctoral School in International Business
& Economics | Director of Studies, Research
Master in International Business & Economics |
Editor Journal of Philosophical Economics
Interests: spatial economy and development,
competitiveness, philosophy of social science
https://ase.academia.edu/ValentinCojanu

4. MY STORY
Ioana BUDALA AFRASINEI 庄娜, BBA MA
NJU MBA 2013 — 2016 | BUES MIB 2011—2014
FOCUS — China-Romania/ EU, Food & Wine Industry, Entrepreneurship, E-
commerce, Strategic Marketing & Trade
8 YEARS — PURCHASING $10+ mil. turnover portfolio (ITALIAN MNC—China
Business, Brand Management) | SALES $1.5 mil. turnover portfolio (SWISS
MNC—Key Account Manager)
250 YEARS OF KNOWN GENEALOGY— Mountaineers & Farmers,
Merchants, University Professors, Engineers, Doctors
20% CHINESE —Since age 18 Chinese studies, teacher Wang Xiling Tianjin
| age 21 - 1st China journey, Shenyang - Liaoning University 1 year

5. MY FAMILY’S FORERUNNERS 50 YEARS AGO
1960’s “May 1st” Petroleum Company
Benchmark factory for the Romanian economy
—General Manager Mr. TOMOZEI (my great uncle)
My grandmother newspaper interview
speaking french at age 87
My great grandmother
writing poetry at age 80

6. PRESENTATION
OUTLINE
1. UPDATES CHINA —ROMANIA
2. MOTIVATION
3. PROJECT
1. Calendar
2. Summary
3. Key Concepts
4. Expected Results
4. WINE CULTURE
5. ROMANIA
6. CONCLUSION
OPEN DISCUSSION…

7. 1. UPDATES CHINA —ROMANIA

8. 1. UPDATES CHINA-ROMANIA
1949 – 2014, 65 years of traditional friendship China - Romania
Nov. 26, 2013—Mr. LI Keqiang China’s Prime Minister chooses
Romania as a strategic parter and CEE Summit host
country
NOW, June 6-8, 2014 — Inter ministerial Working Group
China-Romania Agriculture Established—Mr. HAN Changfu,
Minister of China’s Agriculture Ministry meets his Romanian
counterpart

9. Chinese Premier Li Keqiang’s welcoming ceremony in Bucharest, Romania,
November 2013 (http://news.xinhuanet.com)

10. Chinese Premier Mr. Li Keqiang delivers a speech at the Palace of Parliament in Bucharest, Romania, November 27,
2013 (http://news.xinhuanet.com /Yao Dawei)
Romania hosts China - Central East European Summit 2014 (www.news.cn)

16. WHY ROMANIA …
Nov, 2013 —Mr. LI Keqiang:
“Romania— important pivot point for China’s collaboration
with CEE countries and the larger Europe” (Eastern Gate to EU, NE of Balkan Peninsula)
Deepen political cooperation: trade, investment, infrastructure
“China - Romania Complementary Economies: Romania is rich in resources | high-quality
workforce | solid industrial and agricultural base”
June, 2014—Mr. HAN Changfu:
Inter Ministerial Working Group China-Romania Agriculture
Priorities: livestock, investments and trade flows (cattle, sheep, swine and beekeeping),
processing and marketing of agricultural products: wine, milk powder, pork
Territory visit agenda: milk processing, cattle husbandry, viticulture, models of family farms

17. 2. MOTIVATION

18. MOTIVATION — WHAT’S IN IT FOR US ?
THE TEAM
Part of something BIG with
GREAT IMPORTANCE
UNIQUE international
experience Romania/ European
Union
CARRIER foundation
VINICULTURE know-how
PRACTICAL SKILLS: spoken
english, leadership, public
speaking, project management
NJU MBA
ACCESS 1ST CLASS
research programs
Reach 8000 Km farther
Bridge the booming EU
Romanian economy and the
most prestigious business
university BUES
International reputation
maximisation
!
CHINA
Romania — strategic pivot
point in international
collaboration with CEE and EU
ROMANIA — EU’S DRAGON -
bilateral trade and high
returns of investment
Romania—China
Complementary economies

19. 3. PROJECT
3.1 Calendar
3.2 Summary
3.3 Expected Results
3.4 Key Concepts

20. 3.1 CALENDAR - Estimated duration 1 year
Chinese Team Coordinator Prof. Jiang Chunyan OK
Agreement NJU - BUES OK
Final NJU MBA’s Team Middle of June
Chinese—Romanian Team Complementarity Middle of June
Separate Project Plan Submission July, 11
Publication of Eligibility Results July
Publication of Final Results November
+10,000 Euro Grant Contracting Begining Jan, 2015

21. 3.2. SUMMARY
Project Title: The role of local economy in upgrading sustainable
competitive advantages: lessons and empirical evidence from
viniculture in selected provinces from China and Romania.
Research tracks proposal:
1 Technological Development in Viniculture (innovation, technology transfer, commercial applications)
2 Sustainability of Competitive Advantages
2.1 Commercial Sustainability (competitive advantages, global value chains)
2.2 Financial Sustainability (risk hedging, access to finance)
2.3 Environmental Sustainability (soil erosion, ecological agriculture)
Team complementarity proposal:
Chinese team: focus on tracks 1 + 2.3 | Romanian team: focus on tracks 2.1 + 2.2

22. 3.3. EXPECTED RESULTS
Within the research program:
Report on technological development in viniculture
Report on sustainability of competitive advantages in viniculture
Publications: 1-2 working papers, 3-5 articles
!
Practical implications:
Chinese and Romanian producers — M&A, import/export, gain market share strategies
Chinese—Romanian Governments— macro strategies, inter-regional integration “Sister Cities”
Romania—China, amplify competitiveness in viniculture sector
Project’s Team — Know-how for gaining a management position | starting your own business |
entrepreneurship competition
NJU MBA — Reputation | Access to research programs HORIZON 2020 China - Romania - EU |
Program for continuous development NJU — BUES
!

23. 3.4. KEY CONCEPTS
• Competitive Advantage
• Clusters
• Global Value Chain
• Sustainability
• Viniculture

24. 4. VINICULTURE

25. –Paul Kingston (2001)
(The Unfulfilled Promise of Cultural Capital Theory)
Wine —one of the food & beverage products
with greatest added value
Wine —symbol of “cultural capital”
“Terroir”—the almost mystical combination of
soil, aspect, microclimate, rainfall, and
cultivation; the soul of the unique taste of
each region’s, each vineyard’s grape and wine

26. CHINA’S
VINICULTURE
1800-1892 last decades of the
Qing Dynasty Zhang Bishi
established vineyards using
cultivars from the west.
Zhangyu Winery —China’s 1st
Wine Company (Camillo, 2011)
Import Red Wine—luxury good,
sophisticated product, used by
middle-upper class, gift,
“mianzi"
World’s top 5 importer (300%
increase 2009–2012 (ITC, 2014)
Among world’s top 10 producers

27. CHINA’S
VINICULTURE
Consumption per capita 1
litter/ year | World average 7
litters/ year I France +45 litters/
year (USDA Kate Chan, 2012)
Wine industry 14% of total
China beverage industry
2008-2012 annual medium
growth rate + 20%, predicted
increase +54% by 2015
(Bouzdine - Chameeva, 2013).
in the next decades China will
become world’s biggest wine
consumer market (Camillo,
2012)
Consumption

28. CHINA’S VINICULTURE
Production Output (2010)
!
500+ wineries in operation
1,088,800 tons Total Wine Production (2010)
283,000 tons total Wine Imports (2010)
The highest producing provinces— Shandong,
Jilin, Henan with 734,000 tons and 67% of the
wine production in 2010 (USDA Kate Chan, 2012)
Major domestic players: Changyu, COFCO’s
Great Wall, Dynasty control 36% of the market
Market Share of Top Wineries (2010)

29. ROMANIA’S
VINICULTURE
One of the oldest wine making
traditions in the world —since
more 2000 years ago—Dacia
Kingdom
before 1944—Romanian wines
appreciated for very good
quality by Royal courts of
France and Austria.
2008 —EU Wine Common Market
Organisation (CMO), amplify
competitiveness on international
markets.
2008-2018 ~ € 40 mil. EU funds/
year for modernising Romania’s
viniculture

32. ROMANIA’S
VINICULTURE
• Since 1927—OIV member
• International acknowledgement in major
wine competitions
• One of the world’s largest wine producers
500,000 tons/year | EU Rank 6 | World Rank
13
• Exports 5-10% of the production
• Vineyard Area 210,000 hectares | Europe
Rank 5
• Consumption per capita 25 litters/ year
• Major Wine players: Cotnari (Moldavian
vineyard famous for centuries), Murfatlar
(wine market leader in Ro), Vincon Vrancea,
Recas, Jidvei
Top 5 Export Markets for Bottled Wine (value)
Source: ITC, Eurostat (2014)

33. Romanian vineyards

34. Romanian vineyards

36. 5. ROMANIA

37. Explore the Carpathian Garden !

39. European Union

40. FAST FACTS
• EU & NATO membership
• Location: South East Europe
• Area: 238,391 sq. km
• Population: aprox. 20 million people
• Currency: LEU (Lion)
• Capital: BUCHAREST aprox. 2 million people!
• Main Port : CONSTANTA
• Head of State: Mr. Basescu
• Great Union: 1 December 1918!
!
(Romania’s Institute of Statistics)
Romania’s Population
1%
3%7%
89%
Romanian
Hungarian
Gypsy
Ukrainean, German, Other

41. 238,391 sq km
210,710 sq km
⻓长江三⾓角洲8,000 km

42. ROMANIA
A close partner for Global Business
• Rank 7 as one of the biggest markets in EU with a 20+ mil. population
| Biggest GDP in SE Europe
• Farmland 62% (from which arable land 40%) | forests 28%—Rich in
natural resources, including agricultural land & significant mineral deposits
• Historical tradition of food manufacturing | Exports of farm and food
products 40% growth rate up to 3 billion Euro (2012)
• 60% of mineral water reserves and ⅓ of all mineral waters of
Europe
• Extensive maritime and river navigation facilities —⅓ Danube River, 200
km of Black Sea shore, largest and deepest port —Constanta Harbour
• Top IT outsourcing service provider worldwide | One of the most
important software producers in CEE | 50+ centers and “incubators” for
technological transfer | 50+ industrial parks
!
(Sources: Romstania’s Institute of Statistics, Romanian Trade and Invest Center)

43. Romania’s GDP Growth 2007-2014 & Predictions
(Sources: World Bank, Romstania’s Institute of Statistics)

44. GDP Breakdown
• GDP nominal value, current prices —
136.4 billion Euro (2011)
• Biggest GDP in SE Europe
• 2nd largest market in CEE Europe
• Agriculture, Hunting, Forestry 7% of
GDP with a significant yoy increase
Agriculture, Hunting, Forestry
Industry
Construction
Services
Net taxes
(Sources: Romania’s Institute of Statistics,
Romanian Trade and Invest Center)

45. Romania: Foreign Trade
(Source: Romania’s Institute of Statistics, Romanian Trade and Invest Center)

46. Romania: Top 10 Trade Partners
(Source: Romania’s Institute of Statistics, Romanian Trade and Invest Center)

47. ROMANIAN ICONS
Short movie time !

48. !
DRACULA
DRACULA - The famous Bram Stocker’s Novel Character!
BRAN CASTLE ROMANIA

49. GYMNASTICS!
NADIA
COMANECI
SCORED THE 1ST PERFECT 10 AT 1976 MONTREAL OLYMPICS!
Thousands of young girls fall in love with gymnastics each year.

50. !
SCULPTURE!
BRANCUSI
ONE OF THE MOST ACCLAIMED MODERN SCULPTORS!
CENTRE POMPIDOU PARIS

51. OPERA!
ANGELA
GHEORGHIU
Famous Opera singer, in 2012, Gheorghiu received the Nihil Sine
Deo royal decoration from His Majesty King Michael I, honoring her
contribution to promoting Romanian culture in the world.

52. !
MUSIC!
ENESCU
“THE ROMANIAN RAPSODY” !
WORLD RENOWNED CLASSICAL MUSIC COMPOSER

53. WORLD’S
1ST JET
PLANE!
COANDA!
1910
Henri COANDA invented the 1st Jet Plane in 1910,
for 1.5 billion people to get together each year.

54. CULTURAL ROMANIA

55. Crafts of Romania
Sapanta Merry Cemetery!
• carved wooden crosses,
painted traditional Voronet blue
(named for the nearby painted
monastery)
• embellished with fanciful
borders, renderings of the
deceased and often anecdotes
of their lives.
• An erstwhile town mayor is
memorialized with anecdotes of
his womanizing ways. !

57. • Textile weaving is the most
widespread craft in Romania,
handed down from generation to
generation
• The predominant fibers, wool and
cotton !
• Wavers still weave and embroider
just about every cloth article used
in their homes, from colourful
linen and cotton towels to window
draperies, bedspreads, rugs, wall
hangings, furniture throws and
clothing.
Textiles

59. NATURAL ROMANIA

60. "Willow forests. Rush-beds thicker than the Brazilian jungle. Flooded reed
islets. Lakes covered with a black haze of coots. Teams of tumultuous
geese and ducks. Villages coated in reed, as if they try to hide away and
become one with the tremendous immensity of rushes. Herds and herds
of dancing cranes. Fishing vessels and bearded fishermen. Wild horses.
Solitary storks of so many kinds. Mazy channels, overwhelmed by the
willow domes, filled with fishing nets. Solitude, in every guise, at any
time."
- Radu Anton Roman

61. The Danube River
• First attested by Herodot of Halicarnas (484 – 425 B.C.)
• The most international river on the planet (eight countries: Germany,
Austria, Slovakia, Hungary, Croatia, Serbia, Romania, Bulgaria, and four
capitals: Vienna, Bratislava, Budapest and Belgrade)
• Formed over a period of + 10,000 years
• The Danube Delta Biosphere Reserve world’s 3rd largest biodiversity
in the world (+ 5,500 flora and fauna species), exceeded only by the
Great Barrier Reef in Australia and the Galapagos Archipelago in Ecuador.
• Home to over 60% of the world’s population of pygmy cormorants
(phalacrocorax pygmeus), 50% of red-breasted geese (branta ruficollis)
and the largest number of white pelicans (pelecanus onocrotalus) and
Dalmatian pelicans (pelecanus crispus) in Europe.

65. The Carpathian Mountains
• The Carpathian Mountains are home
to one of the largest undisturbed
forests in Europe.
• 400 unique species of mammals,
including the Carpathian chamois,
call the Carpathian Mountains
home.
• 60% of European brown bear
population lives in the Carpathian
Mountains.!
• The Carpathian Mountains are
forming a semi-circle around
Transylvania, which one of
Romania's nine historical provinces.

69. Short movie time !

70. 6. CONCLUSION
& open discussion

71. CONCLUSION
NOW WE HAVE:
NJU MBA — BUES Agreement signed with the kindness of MBA
Director Jing LI and coordinator teacher Mrs. YangYang GAO
Esteemed Professor Chunyan JIANG — Coordinator of the Chinese
Team
More information about the China-Romania relations | Project |
Viniculture | Romania

72. CONCLUSION
THE NEXT ACTIONS WE TAKE:
Middle of June — Final Selection of Chinese Team members
Middle of June — CH—RO Teams Complementarity
Middle of June—Selection of the Romanian—Chinese viniculture
provinces and producers to be visited
Successfully complying with China MOSC application procedure
Begining of July — Separate Grant application with common project
core
WE WIN THE GRANT COMPETITION !

73. BIBLIOGRAPHY
• Bartlett A. Cristopher (2003), “Global wine wars: new world challenges old (A)”, Case study 9-303-056, Harvard Business School
• Bouzdine-Chameeva, Tatiana; Zhang, Wenxiao (2013), “Wine distribution channel system in mature and newly growing markets: Germany versus
China”, Wine Institute, http://www.wineinstitute.org
• USDA Kate Chan Research Report (2012), Marketing US Wine in China, GAIN Report No. 12805
• Camillo, A. Angelo (2012), A strategic determination of the determinants of wine consumption in China, Internationl Journal of Wine Business Research,
Emerald Group, Vol. 24, No. 1
• Nakata, Cheryl, Antalis J.P. Erin (2013a), “Pathways to wine export innovation: a study of romanian winemakers”, Academy of Wine Business, http://
academyofwinebusiness.com
• OIV (2011), “Vine and Wine Outlook (2010-2011)”, http://www.oiv.int/
• Romanian Statistics Institute www.ins.ro
• Romanian Trade and Invest Center
• World Bank www.worldbank.com
• International Trade Center www.trademap.org
• http://news.xinhuanet.com

74. CHINA —ROMANIA
NJU MBA — BUES PROJECT

75. CONNECT IOANA
微信： IBA100 | QQ：205 462 1645!