1.ProWine Shanghai deepens its localization strategy and jointly creates new chapter for China's wine industry.
2.Gathering of international exhibitors: Australia wines return, Spain's sub-appellations in full display
3.Expanding city promotion: deepening engagement in third and fourth tier markets, and exploring new consumer dynamics
As the leading trade fair for the wine and spirits industry in the Chinese mainland, ProWine Shanghai 2024 will be held at the Shanghai New International Expo Center from November 12 to 14, 2024. Since entering the Chinese market, ProWine Shanghai has dedicated itself to introducing top-quality wineries from around the globe to Chinese consumers. Simultaneously, it has worked tirelessly to promote China's wine industry, showcasing its unique charm on the international stage. As a crucial business platform for the wine and spirits trade, ProWine Shanghai has, over the past decade, leveraged its German professionalism to offer a feast of fine wines to global exhibitors and visitors. This has significantly contributed to the continuous development and prosperity of the wine and spirits industry.
ProWine Shanghai deepens its localization strategy and jointly creates a new chapter for China's wine industry
As a key promoter of the wine and spirits industry, ProWine Shanghai has adhered to the development strategy of "bringing in and going global" since entering the Chinese market. Over the past ten years, we have been dedicated not only to introducing the world's finest wines to China to enrich market choices but also to actively assisting the Chinese wine industry in entering the international arena, showcasing the strength and charm of Chinese winemaking. As a bridge for international trade in wine and spirits, ProWine Shanghai has witnessed and facilitated the rapid development of China's wine industry.
Since the debut at ProWine Shanghai in 2016, Chinese wineries have steadily increased their impact. By 2023, 88 Chinese wineries were showcasing their offerings at the event. With the upcoming ProWine Shanghai 2024 anticipates even greater participation from Chinese wineries, highlighting more local wines and becoming a significant force in the global journey of Chinese wines.
Especially noteworthy is Changyu will make its debut at this ProWine Shanghai with an independent booth, showcasing its key promoted wines such as Longyu Estate, KOYA Brandy, and Chateau AFIP. This milestone not only underscores the show's allure but also highlights its remarkable success in uniting China's leading winemakers and importers. With the continuous expansion of participating wineries, this year's edition has achieved comprehensive coverage of all major wine-producing regions in China. This demonstrates the rich diversity and unique regional characteristics of China's wine industry.
At this year's show, the Shangri-La region of Yunnan, represented by Shangri-La Wines and Yitong Wines, will be participating for the first time, bringing a collection of wines that highlight their unique regional characteristics. These wines will not only offer visitors a rich tasting experience but also showcase the deep heritage of Yunnan's wine culture, presenting a double feast of intertwined taste and culture.
Gathering of international exhibitors: Australia wines return, Spain's appellations in full display
Amidst a turbulent global wine and spirits market, the Chinese market is evolving its consumption patterns despite the challenges of the COVID-19 pandemic and fierce global competition. The market's robust resilience presents a pivotal growth opportunity for international wineries that must not be underestimated.
Last year, ProWine Shanghai celebrated its 10th anniversary with significant international influence, drawing over 660 exhibitors from 32 countries and regions. As of today, official appellations and pavilions from over 20 countries have confirmed their participation, including major wine-producing nations like Germany, France, Portugal, California (USA), and Italy. Beyond the prominent wine producers, ProWine Shanghai is thrilled to introduce a selection of niche boutique wines from Serbia and Slovenia. Additionally, we will showcase whiskies from Scotland, brandies from the renowned Cognac region, and an array of spirits from countries including Armenia, Kazakhstan, and Serbia. These additions significantly enhance the exhibition's range and diversity.
Following the Chinese government's decision to abolish tariffs on Australian wines in March, there is great anticipation for their strong return to ProWine Shanghai after three years of waiting. Australian wines are set to showcase their unique charm and excellent quality once again to the Chinese market. Furthermore, ProWine Shanghai 2024 will introduce a fresh highlight with Spanish wines, featuring a more nuanced classification of sub-appellations to offer visitors a wine experience rich in depth and diversity. Organized by PRODECA, the Catalan Region will once again bring its distinctive offerings to the show. The return of the Rioja appellation promises to enrich this year's showcase with a vibrant array of Spanish wines, providing visitors with unparalleled tasting opportunities.
Recently, the Chinese government announced a trial visa-exempt policy for holders of ordinary passports from New Zealand, Australia, and Poland. This follows the implementation of visa-exempt entry policies for France, Germany, Italy, and 9 other countries in December 2023 and March 2024, marking another strong measure by China to promote high-level opening to the world. This policy implementation will undoubtedly enhance convenience for international exhibitors and professionals attending ProWine Shanghai, fostering increased exchanges and cooperation within the international wines and spirits market.
Expanding city tours: deepening engagement in third and fourth tier markets, and exploring new consumer dynamics
Since its inception in the Chinese market in 2013, ProWine Shanghai has undergone over a decade of development. Over its ten years, it has not only embraced the professional ethos of German-style trade shows but also deeply studied and understood the distinct characteristics of the Chinese market, shaping its unique marketing strategy. Adhering to the strategy of "Rooted in Shanghai, Radiating across China," ProWine Shanghai is committed to assisting exhibitors in discovering new import opportunities and unlocking the potential of the whole sales chain. Through active engagement with regional distributors and end buyers, ProWine Shanghai creates new business avenues for exhibitors and infuses ongoing vitality and growth momentum into the wines and spirits industry. Such strategic efforts go beyond capturing immediate business opportunities, aiming to achieve broader market outreach and establish a substantial industry presence, which ensures the exhibitors' enduring success and contributes to the overall prosperity of the industry.
To penetrate deeper into key regional markets such as Northern and Southern China, and particularly to enhance service for trade buyers including restaurants, hotels, wine bars, and retailers, ProWine will focus its efforts on presenting Beijing and Guangzhou hotel show this year. These events are designed to serve as pivotal bridges connecting quality wines with regional markets. Simultaneously, ProWine Shanghai collaborated with Great Wall Wines, Silkroad Vineyards, and Chateau Chanson to successfully organize over 20 city promotions in China's third and fourth-tier cities. These initiatives expanded the availability of a diverse range of wines to consumers in these cities, while generating additional business opportunities for our partners. In addition, ProWine Shanghai assisted the NSW Wine Shenzhen-Shanghai Two-City Roadshow with the Investment New South Wales and New South Wales Wine Association. These collaborations enhance ProWine Shanghai's business portfolio and strengthen communication and cooperation within the international wines and spirits market.
As the leading trade show for the wines and spirits industry, ProWine Shanghai is dedicated to pursuing exhibition excellence and refining every detail, committed to crafting an unparalleled and exquisite experience for every exhibitor and trade visitor. At this event, you will have the opportunity to savor the finest wines from around the globe and engage in profound industry exchanges and seminars. Join us at the Shanghai New International Expo Center from November 12 to 14, 2024. We look forward to sharing every exciting moment with you. See you there!
