Basic introduction Chinese name: the object of wine: the behavior of consumers and wine merchants: the time of signing the contract in advance: it takes some time to explain the concept, the operation of wine and developers and wholesalers, the business system, the development track, past lives, the future, the investment in wine, and the concept explanation. For those who are not familiar with the word "wine", it simply refers to the wine bought in the early days. In other words, the wine was sold before it was bottled. Usually, the wine at this time is still stored in oak barrels. Customers pay one or two years in advance before they can get the wine. Once the wine can be transported, customers can choose to pay taxes immediately or store the wine in a bonded warehouse until it is sold again. This early sales model originated from a few first-class wineries and prestigious top wineries. In theory, any region can sell wine in this way. But usually this kind of transaction is limited to a few wine or wine brewers in the world, mostly from Bordeaux, France. For "New Age wines" in Australia or California, the word wine refers to wine futures. This concept is only applicable to those winemakers who can successfully improve the competitiveness of wine and increase its value year by year. In order to better sell wine, wine wholesalers in Bordeaux have come up with a set of similar futures sales methods, that is, in the second year after the grape harvest, when the wine has not been bottled, it will start selling wine. First, the wine will be sold from the winery to the main wine wholesaler, and then the wholesaler will sell it to other wine wholesalers and retailers several times. Wine has changed hands many times before bottling, just like futures. So as a futures wine, it is also called "futures wine" (also called "hops"). Wine in the period of commercial system should start from Bordeaux's wine commercial system. Bordeaux's wine business is controlled by wine wholesalers. It can be said that wine wholesalers are the central link of Bordeaux wine economy, and they can own wineries. For example, ChateauLafiteRothschild belongs to wine wholesaler DomaineBarondeRothschild (DBR for short), and DBR also owns other famous wineries such as ChateauDuhartMilon and ChateauRieussec. At the same time, wine wholesalers also buy grapes to make their own wine, or directly buy loose wine to cultivate themselves. In Bordeaux, wineries basically do not sell their own wines, but are sold by wine wholesalers. This system has its advantages. Bordeaux wineries can concentrate on how to brew good wine without worrying about wine sales, let alone setting up special personnel to engage in marketing and sales. As a wine distributor, all the attention is focused on the development of the wine market, and only a small number of brewing and cellar management issues need to be considered. Producers and sellers do their own jobs and do their best in their own fields. The history of the birth of wine in the past life is very interesting. During World War II, Bordeaux Castle was short of money, so it started to do this business. After World War II, the castle was destroyed and the franc continued to depreciate until the 1960s. At that time, there were a batch of good wines in Bordeaux (such as 1959, 196 1), so I wanted to exchange them for money and rebuild the wine industry. However, after bordeaux red wine is produced, it needs to be stored for at least two years to achieve a good taste, so even if there is good wine, there is no way to sell it. Wine merchants used their quick wits to come up with a win-win plan for wine merchants and customers. They sold some wine stocks in advance, and hot money flowed into their pockets. Customers immediately asked wine critics to predict the price of these wines in advance, and they had a well-thought-out plan before bottling them. Now that the wine merchants are rich, the price difference between the future wine and the wine immediately listed is far worse than in the past. However, buying wine is still very attractive, because low prices and pre-selection can give you a head start. International investment period wine makes investors look good every year. Every April, dozens of professional wine critics come to Bordeaux. These experts will carefully identify the tastes of various wines and predict the prices accordingly. Sometimes, they taste unadjusted wine, which is very strong and sour. They face hundreds of wines, many of which are only slightly different, so this is a very difficult test. On this occasion, elegant restaurants will display their fine wines, but tasters are often unmoved. There are two restaurants with the highest reputation. Among them, robert parker of the United States has been to China, and its influence on the international wine market is second to none. He plays more than 90% of the wine, and the value will at least double. At the same time, Jancis Robinson's influence in Britain is growing, which should not be underestimated. She gives wine a score of 20, so investors should pay attention to the difference between the two restaurants. The two experts will still have differences in the future. The most famous controversy is about Pavel Winery in 2003. The temperature in Europe was very high that year, so Dzhanis thought that Pavel Winery would become a mature American wine with higher alcohol content and less Bordeaux characteristics. Parker doesn't think so. He likes this wine surprisingly and thinks its value should be at the top of the list. This argument shocked the whole international wine industry, and even two experts became enemies. In fact, the truth is much more complicated, and we can analyze many factors afterwards. First of all, the international wine market is greatly influenced by critics, and a little trouble will cause waves. Secondly, Americans like California-style high-alcohol wine. Europeans, on the other hand, like wines with low alcohol content and astringent taste. Knowing these two points, we can see that the wine industry in Bordeaux has changed, and how to adapt to the American market has become a key issue. Wu Wenjian: Wine is a good investment. In just two years, Wu Wenjian has collected more than 800 bottles of wine overseas. Wine period is the main way for him to invest in wine, and he can easily realize the benefits of raising wine with wine. Wu Wenjian's favorite winery is Lion Manor in Bordeaux, which is recognized as a "super second-class winery" by internationally renowned wine critics. The so-called "super second-class winery" is simply 14 second-class wineries. If 1 is to be promoted to first-class wineries, then the most promising and undisputed one is Lion Manor. "Lion Manor has a long history. During the French Revolution, the park was confiscated and auctioned, and the Lion Manor was divided into three gardens. Its essence is still owned by family of origin. " Wu Wenjian explained, "Different wines have different bodies, some like pure girls, some like elegant ladies, and the characteristics of Lion Manor wine are masculine, strong and magnificent as the name suggests. Because of its compact structure and high tannin content, the male lion has strong aging ability. I once drank a bottle of lion in the 1990s. Although it has been more than ten years, it still tastes like new wine. " Another place that Wu Wenjian likes very much is BMW Manor, which is also located in Bordeaux. It is located in the small producing area of Margaux town-the highest-ranking producing area in the naming system of French wine origin. Proper storage is particularly important. "Most dividend wines can't stand long-term storage, so it is advisable to drink them within 2 to 5 years after listing. Only 0. 1% of the total red wine has the potential to be stored for more than 10 years. These wines need to be carefully treated in an environment with proper temperature and humidity control. Therefore, it is particularly important to find a suitable storage place for them. In Britain, generally speaking, the storage price of wine warehouses is 10/ box/year. " Wu Wenjian said. The less wine you transport over long distances, the better. British and French wines are more valuable than Asian wines, and original wooden cases are more valuable than scattered wine bottles. Therefore, from the perspective of pure investment, it is worthwhile to spend more money to store wine in Europe. Wine is a taxable commodity in many countries. If you want to collect wine in China, you should add customs duties, consumption tax and value-added tax, which is about 50% of the total value. "When looking for storage warehouses, my suggestion is to try to find warehouses recognized by international auction companies. Because the preservation environment of wine must be certified at auction. If it is a famous wine, it can only be stored in a warehouse approved by a big auction house before it can enter the auction house. The storage and tracking of wine is very important, because a poor inventory system will not only make wine disappear for no reason, but also make their quality worse. An imperfect storage system will reduce the resale price of wine and even completely destroy a bottle of wine. " Wu Wenjian further explained. The risk of high-quality wine merchants is reduced by half. As a futures investment, wine must have its risks. There have also been cases where the price of wine is higher than that of current wine, expired wine has not been listed, and wine merchants or wineries have closed down or changed hands. In order to prevent the risk of wine investment and ensure the safety of investment, Wu Wenjian summarized several experiences. Finding large and trustworthy wine merchants is the primary factor in the wine market during the investment period. Because each wine merchant's purchase conditions and operating conditions are often different, it is necessary to fully investigate and understand the market and only buy wine from merchants with good reputation and long-term operating records. These merchants often have good cooperative relations with top wineries, so it is easier for investors to buy highly sought-after wines at reasonable prices. In addition, wine investment is a medium and long-term investment. A wine often takes as little as two years and as much as six years to mature, and the market situation may change accordingly. Therefore, the investment risk is obvious, and a mature trading platform is helpful to reduce the investment risk in the wine market. In addition to BBR, Bolton Investment Company and Fine &; Rare wine companies are also wine merchants that Wu Wenjian often deals with. Secondly, because it is vintage wine, Wu Wenjian particularly emphasized that besides considering the professional preservation conditions after purchase, he should also pay special attention to the financial situation of wineries and wine merchants to avoid being hurt by closed wineries or wineries. At the same time, try to buy a large bottle of wine. In the auction market, the share of conventional single bottle of wine (750 ml) is very small, so it is not easy to sell. An important principle of collecting investment-grade wines is to buy whole cases of large packages (1.5 liters, 3 liters, 6 liters, 9 liters, etc. For investment-grade wine, the preservation conditions of bottled wine in the brewing process are the key factors to determine whether the wine can maintain high quality. The cocktail party stored in the wooden box of the original winery (garden) makes people feel that the wine has been kept in good condition, and the price of wine can often rise by 10% to 15% at auction. Third, choose the right winery. "But the quality of the winery is a matter of opinion. More than 50% of the winery prices are rising, but slightly different. I think identifying Lafite and Margaux is also a way to invest in wine, but how much higher can it be today? I personally think that the price has exceeded its value. " Wu Wenjian said. There are two ways for members to invest in futures wine in Shanghai Red Wine Trading Center. One way is to buy a 2000 yuan futures wine card, and the other way is to pay an entrance fee of 200,000 yuan to the wine trading center. After the application is passed, they can get a futures wine quota of 654.38+100000 yuan. After obtaining the wine subscription right, members can entrust the center to buy from foreign wine merchants. The wine trading center cooperates with more than 40 first-line wine merchants, mainly from Bordeaux, such as DIVA and JOANNE (the largest wine merchant in Bordeaux). According to the needs of customers, the trading center gets wine from cooperative wine merchants at preferential prices. The lowest transaction unit for customers is 1 box (12 bottles), and the price ranges from several thousand yuan to tens of thousands of yuan. The variety of red wine covers different grades of famous villages. Similar to the famous foreign wine merchant BBR, the futures wine of Shanghai Red Wine Trading Center is also purchased by big wine merchants, but due to the limited output, the amount that each investor can get is also limited. Shanghai Red Wine Trading Center, which has benefited a lot from buying and selling paper wine, decided to follow the T+0 trading method of buying and selling paper wine before, so that investors can buy and sell paper wine at the first time. As for the handling fee, because wine is a popular variety, the trading commission is 2.5% of the wine transaction amount, investors buy and sell, and the trading center implements two-way charging and uses RMB for trading. The red wine trading center will send customers the opening price information every day, and the opening price of red wine provided is the same as the original opening price of wine merchants. Customers can place orders through the software of the trading center. In addition, the wine sales consultant of the center will also provide investment advice according to investors' asset allocation and special demand for red wine.