Jiaodong Online News On January 20, the 18th Hurun Rich zhi shang shang product award ceremony was held at the Pudong Shangri-La hotel in Shanghai, and the "2022 Hurun zhi shang premium product - China's multi-millionaire brand tendency report" was released on the spot.
The report aims to reveal the lifestyles, consumption habits, and brand perceptions and preferences of China's high-net-worth individuals, and seeks to describe the changes in the lifestyles of China's high-net-worth individuals.
In this survey, 750 Chinese high-net-worth individuals had an average total household asset of 42 million yuan and an average of 13 million investable assets, of which 40 were ultra-high-net-worth individuals with assets of more than 100 million yuan. At the ceremony site, Zhangyu's strategic brand Longzhi Wine stood out from many well-known domestic and foreign red wines, won the honorary title of "Most Favored Chinese High-end Wine" by high-net-worth individuals, and became the preferred luxury brand in the wine field.
Mr. Xu Zhenhua (first from left), co-founder of Muyi Technology, and Mr. HuRun, Chairman and Chief Research Officer of Hurun Report (first from right), jointly presented the honor of "Most Favored Chinese High-end Wine" to Mr. Pan Jianfu (center), assistant general manager of Yantai Zhangyu Grape Wine Co., Ltd. and general manager of Longzhi Sales Division
In the evening, many guests from home and abroad, such as business leaders, entrepreneurs, investment celebrities, high-end luxury brand executives, art design masters, media elites and many other vips attended the event.
In 1999, Mr. HuRun produced the "China 50 Richest People List", becoming the first person to study and describe China's wealthy people in the form of empirical investigation. So far, Mr. Hurun has been deeply observing china's economy for more than 20 years and is known as the "godfather" figure who studies China's private economy.
Mr. Hurun, Chairman and Chief Research Officer of Hurun Report
"I first came to China 31 years ago, in Beijing. After coming to China for so many years, I was very impressed by the wine culture of Chinese, and I found that in China, everyone's favorite drink is not only Maotai, but also the precious red wine at home and abroad is also very popular. The earliest Chinese wine I came into contact with was Zhangyu. ”
Mr. Hurun said that in the past two or three decades, with China's reform and opening up, the value of wealth has increased, and more and more consumers like to drink wine. Chinese wineries have also developed with confidence. In the overall development of Chinese wine, Zhang Yu, who spans a hundred years of time and space, is the pioneer and leader of Chinese red wine.
Over the years, Mr. Hurun has continued to pay attention to and research Zhangyu, and Zhangyu has also been listed in the "Hurun China Food Industry Top 100 List", "Hurun Brand List", "Hurun China's Most Historical and Cultural Brand List" and other lists for many times.
Zhang Yu awarded Mr. HuRun, Chairman and Chief Research Officer of Hurun, the certificate of "Dragon National Red Medal"
In the process of doing the 2022 list survey, Mr. Hurun visited many brands in depth and learned that Zhangyu, which actively embraces the digital age, has fully realized the digitalization of planting, production, sales and marketing.
Mr. Hurun believes that as a wine company at the forefront of global digital transformation, Zhangyu has successfully occupied the commanding heights of the next round of global industrial competition, and is a model for Chinese brands to overtake in curves.
In Mr. Hurun's view, in the economic development of recent decades, China's regional economy, especially the Yangtze River Delta and the Pearl River Delta, has undergone great changes. Zhangyu has played an important role in promoting rural revitalization and common prosperity: grape cultivation does not occupy good land, only poor land, Zhangyu has laid out 200,000 mu of vineyards in six major production areas in China, bringing 800 million yuan of income to fruit farmers across the country every year.
Zhangyu grape base
"Looking at the world, Zhangyu is one of the best performing brands in terms of social responsibility, and the public favorability and user loyalty are also very high." Mr. Hurun said that as a world-class national brand with a history of 130 years, Zhangyu has both a profound heritage and an unpredictable future.
The report shows that the brand's social responsibility will greatly enhance the consumer's goodwill. 68% of the high-net-worth individuals surveyed are concerned about their brand's actions to protect the environment, and 63% hope that brands can lead a healthy lifestyle.
Mr. Hurun is particularly optimistic about the prospects of Chinese wines.
"I feel that Chinese wine has great potential for development, and ZhangYu, as the leader of Chinese wine, gives people unlimited imagination space." Mr. Hurun said: "I have seen the development of many Chinese enterprises, and there are many entrepreneurs and friends, before they all invited me to drink Maotai, I like it very much. Not long ago at the Roosevelt Club, I tasted the Dragon Oracle wine made by zhangyu ingenuity for a hundred years, and I want to say that if you miss investing in Maotai, don't miss investing in Zhangyu. In the next ten years, the golden age of Chinese wine, Chinese wine will usher in explosive growth, Zhangyu's red wine, from quality to scarcity, has unparalleled advantages and potential. ”
Mr. Hurun specifically mentioned that red wine is more collectible than white wine. According to the 2021 Hurun Report on the Brand Tendencies of China's High-Net-Worth Individuals, after the epidemic, 47% of China's high-net-worth individuals said they were very confident about the future of China's economy, the highest in a decade.
And in the next three years, China's high-net-worth people will increase their collections, the top three are famous watches, Chinese paintings and calligraphy and wine. In this list, we also see that among the most favored wines of tens of millions of high-net-worth individuals, the highest proportion is red wine, reaching 20%. Others accounting for 10% or more are: whiskey 16%, liquor 10%, champagne 10%.
Red wine has become the most popular wine for high-net-worth individuals
The scale of China's high-end consumer market as defined by the Hurun Research Institute has increased to 1.73 trillion yuan, including: the luxury automobile market size of more than 500,000 yuan is 750 billion yuan, and the market size of traditional luxury goods (clothing, shoes and hats, cosmetics, jewelry, bags and watches, etc.) is 520 billion yuan (including local brands), of which the market size of high-end tobacco, alcohol and tea is 300 billion yuan.
It is worth mentioning that the forecast made by the International Wine and Spirits Research Institute (IWSR) on the development trend of the global wine market in the post-epidemic era also shows that consumers are paying more and more attention to quality rather than quantity, and the trend of high-end wine consumption is significant.
In the face of the historical opportunity of high-end and globalization of Chinese brands, Longzhi Wine took the lead in breaking through from fine wines, and from the starting point, it was determined to anchor the high point, hoping to lead the industry to upgrade and drive the scale of the industry to become larger.
"Zhangyu Night" opened brightly
After the end of the ceremony, the organizer specially arranged the "Zhangyu Night" for the guests. In the star-studded and staggered scene, VIPs from different fields tasted the Dragon Oracle and gladly commented.
"Today I had the opportunity to drink Zhang Yu's wine, and I felt the aftertaste from my mouth, which brought us a very big surprise." Mr. Xu Rong, Chairman of porsche China Owners Club Shanghai, said that I think this wine (Dragon Oracle) is very worthy of recommendation to everyone, and I also hope that our Porsche owners can love domestic brands in the future and choose this red wine.
Mr. Meng Hui, President of Credit Suisse Shanghai Branch and Head of China Business of Private Banking, also praised Longzhi: I think (Longzhi) is no worse than any internationally renowned liquor, I often go to Yantai, And Zhangyu is a brand that has done a very good job.
Coffee and wine are not separated, Mr. Zong Yanping, Managing Director of Delong Greater China in Italy, is a wine lover and wine lover, and he especially recommends Zhang Yu's white wine made from the red grape variety Cabernet Sauvignon - Dragon M6 Dry White.
Ms Li Qin, Sales Manager (Agent and Team Channel) of Singapore Airlines China, said that although we have not used the wine of Zhang Yu (Long Yue) for the time being, we hope that there will be opportunities for further cooperation in the future.
"I was fortunate to taste the M12 and M6 of the Dragon Oracle before the event, and I was very impressed." Mr. Chen Lian, Vice President of East China of Dassault Aviation, said that in these two wines, not only did we experience the quality of Zhangyu, but also felt the enthusiasm of Zhangyu, and wished our wines to do better.
For a long time, the work will be achieved naturally.
Since 2006, Zhang Yu has been in the eastern foothills of Helan Mountain in Ningxia, and after more than ten years of exploration, he finally selected 25 best small plots from the accumulated 70,000 mu of vineyards, totaling 2,900 mu as the raw material base of Longzhi.
Dragon Winery
In order to ensure that each grape is 100 points, the fruit of each vine is limited to 10 bunches, and the yield of grapes per mu is strictly controlled below 400 kg. The winery grower team created the original "inclined horizontal dragon stem" frame type, following the "20 cm golden rule", the grape fruit belt is determined at a "golden" height of 60-80 cm above the ground, so that each grape is well ventilated and heated, and matures evenly. At the time of harvesting, each grape went through three strict selection procedures: field selection, manual string selection and optical grain selection, and the elimination rate exceeded 50%.
In the brewing process, the winemaker will use 6 different yeasts and 3 temperature sections from different plots to ferment in hundreds of fermentation tanks; after fermentation, hundreds of original wines are aged in more than 2,000 oak barrels of 24 different processes, with an aging period of 660 days; then hundreds of rounds of different proportions and different styles of combinations are mixed by more than 20 bartenders, and finally selected by the masters blindly, most of the masters believe that the wine with the best taste is eligible to be bottled. And after 18 months of bottle storage, the second transformation is completed, and the level of complex, round and full, soft and delicate and sweet dragon flavor is achieved.
With excellent quality, since its opening, Longzhi has won 91 awards in major international authoritative wine competitions, and has been named "Best of Show China" by the MUNDUS VINI World Wine Competition.
Recently, dragon M12 Cabernet Sauvignon was also selected as the only wine in Asia to be selected as the "World's 100 Top Wines" list of "100 Bottles of The World's Top Wines" by Swiss "Vinum" magazine in 2021. Coincidentally, the first Chinese wine tasting report recently released by the German magazine ENOS also rated the dragon M12 Cabernet Sauvignon dry red as five stars, which belongs to the "world's top wine".
Aiming at the world's high-end market, at present, Longzhi wine has been exported to 44 countries such as Germany, the United Kingdom, the United States, France, Italy, Switzerland, Denmark, Russia, Canada, etc., and entered the Berlin KaDeWe, the British Royal Family Wine Merchant BBR, the Selfridges Department Store in London, the 67Pall Mall in London, known as the "World's Largest Wine Archive", the Seven Star Burj Al Arab Hotel in Dubai, the Italian Mergegalli, The world's top restaurants and high-end channels such as Vinarama in Switzerland and Wein&co in Austria have become the world-renowned "Chinese wine king".
Dragon Wines are present at switzerland's top resorts
In addition, Dragon Has also settled in the German Michelin Samsung Vendome, Beijing Michelin Samsung Xinrongji (Xinyuan South Road), the British Michelin star Diner by Heston Blumenthal (founded by the British Michelin three-star chef Heston Brumanso), shanghai Michelin two-star 8 ? Otto e Mezzo BOMBANA (founded by Italian three-michelin celebrity chef Ong Beta Bang Bana), Shanghai two-michelin star Joel Lubson Food Shop and many other well-known Michelin restaurants, is currently the world's largest Michelin restaurant Chinese winery wine.
In April last year, Dragon Wine entered shanghai Michelin restaurant L'ATELIER de Joel Robuchon
From 1999 to the present, Mr. Hurun has discovered the investment value of enterprises, promoted the entrepreneurial spirit, led the creation of wealth value through quality lists and research, and achieved a spectacular picture of change in China's business history.
"My list of the richest is storytelling." Mr. Hurun said that to understand the history of Chinese wine in the past 130 years, we can learn through the stories of Zhang Yu and Long Yuan.
From 1892 to 2022, Long Yu inherited Zhang Yu's three centuries of ingenuity and daring spirit, interpreting oriental flavors with oriental wisdom. Standing at the new starting point of "the most favored Chinese high-end wine", I hope that more high-net-worth individuals will taste the heritage and self-confidence of China's history, culture and terroir from Longzhi wine in the future.