Sun Xitai: live and work for it

In the offices of Beijing Jiatai Wine Trading Co, LTD, hustling and bustling impress the reporter. This is typical of an efficient wine importer. Sun Xitai, general manager of the company, always has his own idea of the wine and keeps a low-key profile. According to him, for the moment a company has great difficulties in selling a certain brand of imported wine. Therefore, the company should not only work on the promotion of wine but on the reputation of the company so as to make wholesalers, retailes and consumers trust the company and its products. This can be achieved only when China’s market is well known and its products imported are carefully chosen. Jiatai imports its products from famous international wine exporters to guaranteen good quality.

 

According to Sun, the sales of top-grade wine will keep an uptrend in the next ten years. His company sells the products to wholesalers, well-heeled customers, companies and restaurants. They also take a close look at the imported wine market and the domestic wine market. The domestic wine competes with the imported wine when consumers make a choice based on their knowledge of brands and advertisments simply for the domestic wine brands are advertised and the imported wine brands are kind of unfamiliar. At that time, the importers play an important part in promoting an imported wine brand to the consumers. A good knowledge of wine and the pursuit for higher quality are essential to win the consumers’ trust. On top of that, they should be willing to study the taste of Chinese consumers.

 

Jiatai sells a variety of brands from all over the world among which French wine brands have the major share. The French wine from ten wine production areas is sold ranging in price from several hundred Yuan to several thousand Yuan. Sun attributes French wine’s position to its good reputation in China’ market. For some Chinese consumers, French wine is the first try at the imported brands. “China has a potentially-developed wine market. We’ll continue to work on it and do it well.” said Sun.