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This article is translated from the Chinese-language original of
Commentary on China's Wine Industry,Volume 1.
Introduction
After decades of large-scale development, China's wine industry has formed a multi-regional, multi-varietal, and multi-tiered industrial structure. During the process of marketization, domestic wine regions have widely drawn upon the Bordeaux model, forming a development paradigm centered on leading wineries, with corporate brand narratives as the primary communication vehicle and commercial marketing premiums as the main path for revenue growth. This model effectively promoted regional reputation, market channel construction, and the initial formation of an industrial system during the industry's growth phase.
However, when examined from the perspectives of long-term industrial development, resource allocation efficiency, and industrial security, an industrial system overly reliant on winery brands possesses inherent structural fragility. Winery brands are malleable, personified, and operationally dependent intangible assets, highly susceptible to external factors such as corporate governance, capital entry and exit, market conditions, and marketing investment. They cannot serve as the foundational value cornerstone supporting the industry's sustainable development. In contrast, the core endowment of the wine industry — terroir resources — exhibits typical characteristics of immobility, non-replicability, constant natural endowment, and long-term evolution. It is the fundamental element determining wine quality and style, regional distinctiveness, and the industry's core competitiveness.
China's vast territory encompasses viticultural resources scattered across more than 600 administrative villages, forming village-level micro-terroir units with significant differentiation, rich diversity, and varied typologies. Significant variations exist between different villages across dimensions such as soil parent material, soil profile structure, mineral composition, topography and aspect, altitude gradients, microclimate rhythms, cumulative temperature and precipitation characteristics, and indigenous microbial communities. This constitutes China's unique village-level terroir pedigree. However, the current industrial system has not yet established institutionalized identification, classification, and value conversion for these village-level terroir resources. Consequently, high-quality terroir resources have long been relegated to the status of winery-adjacent production inputs. Their land value remains unrealized, terroir distinctions lack market-based pricing, and high-quality resources suffer from long-term inefficient allocation.
Positioned at this critical juncture of industrial transformation, this paper proposes the theory of Rural Terroir Value Reconstruction. It advocates for a shift in the primary locus of industrial value from the corporate entity back to the land itself, from brand narratives back to terroir endowments, and from short-term market dividends back to the long-term sustainability of resources. By constructing a Chinese-style village-level terroir classification system, the permanent binding of land value to the symbolic capital of the wine industry can be achieved. This would use land asset value to constrain speculative capital behavior, compel ecologically sustainable farming practices, establish stable industrial cycles, and direct industrial benefits downward to rural communities, thereby providing a novel theoretical framework for China's wine industry to achieve a paradigm upgrade and high-quality, sustainable development.
2. Structural Deficiencies and Deep-seated Contradictions in the Current Industrial Development Paradigm
2.1 Brand Centralization Leads to a Fragile Industrial Value Foundation and Insufficient Resilience to Economic Cycles
The prevailing development model in domestic wine regions is "leading wineries driving the region." Under this system, the overall regional image, market pricing power, and consumer perception are highly dependent on the brands of these leading wineries. Industrial value is thus heavily concentrated in corporate intangible assets, lacking a solid foundation of rigid underlying assets. Winery operational decisions, ownership changes, capital flow fluctuations, and marketing shifts can directly impact regional reputation and product price structures, causing volatility in the overall regional value.
From an industrial lifecycle perspective, corporate brands are cyclical, replaceable, and vulnerable, whereas terroir resources are eternal, fixed, and scarce. An industrial system built entirely upon winery IP is essentially a weakly stable structure driven by "traffic" and dependent on operational performance. It struggles to withstand economic cycles, consumption cycles, and capital cycles. This is the root cause of the frequent boom-and-bust cycles, fluctuating popularity, and volatile regional reputations observed in China's wine industry.
2.2 Instrumentalization of Land Value and Severe Misallocation/Waste of High-Quality Terroir Resources
Within the winery-dominated production system, vineyard land is defined merely as a vessel for agricultural production, serving only a raw material supply function. Its terroir endowment, micro-regional variations, and quality-shaping value are not quantified, classified, or priced by the market. Numerous village-level plots with potential for top-tier terroir, due to the lack of official certification and market identification, cannot achieve differentiated premiums. Common plots and top-tier terroir plots show no significant distinction in market value, leading to the homogeneous devaluation and inefficient allocation of scarce terroir resources.
Terroir, as the only irreplaceable core production factor in the wine industry, has its value long obscured. This directly contributes to the Chinese wine industry's entrapment in a superficial competitive landscape characterized by "emphasizing technique over terroir, marketing over endowment, and packaging over land," making it difficult to establish core barriers based on resource endowments.
2.3 Lack of Symbolic Lock-in for Industrial Land, Leading to Cyclical Volatility from Capital Speculation
The substitutable nature of land use and the loose binding to the wine industry are institutional roots of the speculative and short-term tendencies in China's wine industry. Currently, there is no mechanism for exclusive terroir-symbol identification and industrial-use lock-in for vineyard land. Land use can be arbitrarily switched based on market profit structures. When industry profits decline and operational margins shrink, capital can easily exit viticulture, diverting prime regional land to real estate development, commercial tourism, or other high-yield agricultural uses.
The failure to permanently bind land value to the wine industry means the industry lacks a rigid foundational constraint. The short-term profit-seeking behavior of capital results in recurring cycles of "herd expansion, overheated winery construction, abandonment during downturns, and cross-sectoral shifts," severely undermining industrial accumulation, terroir cultivation, and long-term regional development, hindering the industry's maturity and internationalization.
2.4 Absence of Value Incentive Mechanisms, with Land-Depleting Farming Practices Constraining Terroir Sustainability
Under the traditional operational model, operator revenue primarily depends on annual yield and short-term sales performance. Land quality, soil health, microbial ecology, and terroir sustainability are not incorporated into value assessment and valuation systems. Since terroir degradation does not immediately translate into land asset depreciation, operators commonly engage in short-term practices like extensive farming, excessive fruit load, overuse of chemical fertilizers, soil depletion, and ecological degradation.
Land as a hidden asset without pricing, rating, or constraints means the industry lacks endogenous market incentives to protect terroir. Long-term exhaustive farming leads to soil compaction, degradation of microbial communities, weakening of terroir characteristics, and loss of flavor distinctiveness in some regions, creating a vicious cycle of "increasing yield, decreasing quality, degrading terroir, and insufficient industrial momentum," severely constraining sustainable development.
2.5 Upward Concentration of Industrial Dividends, Blocking the Formation of Endogenous Rural Revitalization Mechanisms
Under the corporate winery operation model, value-added revenue, brand premium revenue, and market traffic revenue are highly concentrated within operating enterprises. Village collectives and local farmers only receive basic returns such as land rent and wages, unable to share in the core dividends from terroir resource appreciation. Land is not recognized as the core asset of the village collective, and the terroir IP does not belong to the rural entity itself. This leads to a disconnect between the wine industry and rural development. The industry fails to deeply integrate into rural governance, the collective economy, and local ecology, making it difficult to establish sustainable rural self-sustaining mechanisms and fully realize its social value.
3. The Land-Value-Centric Underlying Logic (Using Burgundy as an Example) and Its Local Adaptation Value for China
Global premium wine region development paradigms can be categorized into two types: the corporate brand-centric Bordeaux model and the land-terroir-centric Burgundy model. The Bordeaux model suits industrial expansion and rapid brand ascension but lacks long-term stability. Burgundy, validated over centuries of market practice, has constructed a stable industrial system based on "terroir priority, plot identification, village-level classification, and value anchoring." Its underlying logic is highly compatible with the future transformation needs of China's wine industry.
3.1 Permanent Binding of Terroir Symbols, Constructing a Rigid Industrial Foundation
The core advantage of the Burgundy system is the legalization, permanence, and exclusivity of land's terroir identity. The terroir endowment composed of village, plot, climat, and soil is permanently bound to the wine industry's symbolic capital through a legal appellation system. Land value exists independently of the winery, the operator, and market cycles.
This logic holds strong reference significance for China's industrial governance: once a Chinese-style village-level terroir certification system is established, core viticultural villages would achieve solidified terroir identity, locked-in industrial attributes, and bound category symbols. Even with phased changes in winery ownership, operator exit, or industry cycles, the land's wine-terroir attribute, regional value, and industry positioning would not disappear. This would fundamentally prevent the arbitrary conversion of premium terroir land to non-agricultural or commercial uses, thoroughly weakening the severe industry fluctuations caused by capital speculation.
3.2 Terroir Rating Linked to Land Valuation, Forming an Endogenous Constraint Mechanism for Ecological Farming
The Burgundy classification system achieves a high degree of integration between terroir quality, plot rank, market price, and land asset value. Terroir condition directly determines plot rank. Soil degradation, ecological damage, or flavor decline would directly lead to rank downgrade, premium disappearance, and land value contraction. This mechanism creates a market-based automatic constraint system. Without administrative coercion, it compels operators to voluntarily practice low-yield, high-quality farming, ecological conservation, soil restoration, microbial preservation, and sustainable terroir management.
Applied to China's industrial governance, a village-level terroir classification system could thoroughly transform the industry's incentive logic: shifting from "yield orientation" to "terroir quality orientation," and from "short-term operational returns" to "long-term land asset appreciation." This would make land reverence, terroir stewardship, and ecological viticulture the industry-wide consensus and spontaneous behavior.
3.3 Terroir Stratification Creates a Tiered Industrial Structure, Resolving Homogenized Competition
Terroir resources are inherently hierarchical. The more than 600 viticultural villages in China possess varied endowments, exhibiting significant quality and stylistic gradients. Following the logic of Burgundy's village-level classification, a systematic terroir survey, physicochemical analysis, flavor traceability, and long-term quality review could divide a three-tier system: Premier Terroir Villages, Distinctive Terroir Villages, and Quality Terroir Villages.
Premier Terroir Villages would form the industry's value ceiling and benchmark IP, crafting China's business card for premium wine terroir. Distinctive Terroir Villages would develop exclusive flavor styles based on differentiated microclimates and soil endowments. Foundational Quality Villages would serve the function of quality mass-producing regions. A hierarchical terroir system can construct a structured, differentiated, and tiered industrial landscape, thoroughly breaking the vicious competition pattern of convergent regional styles, identical products, and marketing involution nationwide.
3.4 High-Grade Terroir Assets Form a Capital Screening Mechanism, Purifying the Industrial Ecology
High-quality village-level terroir plots possess scarcity, high valuation, and high entry barriers. Their land asset value naturally constitutes a screening barrier for quality capital. High-value terroir land will automatically filter out short-term speculative capital, arbitrage capital, and extensive management capital, retaining industrial capital and operators with a long-term vision, professional technical capability, and willingness for terroir deep cultivation.
Screening capital through land value, regulating actors through terroir thresholds, and replacing short-term traffic arbitrage with long-term asset appreciation can optimize the industrial capital structure, purify the industry ecology, and promote the industry's evolution from "extensive expansion" to "intensive sustainability" from the source.
4. The Multi-Dimensional Strategic Value of Constructing a Chinese-Style Village-Level Terroir System
4.1 Localized Terroir Discourse System: Resolving the Differentiation Dilemma of Domestic Wine
The evolution of China's domestic wine consumption market has long transcended the crude stage of "brand supremacy." Consumer understanding of wine is undergoing a deep transition from "recognizing brands" to "recognizing terroir." The core reason domestic wine has been trapped in "homogeneous competition" lies in the lack of an independent terroir discourse system. Long-term reliance on Western regional narratives has prevented the unique endowments of China's land from being transformed into perceptible, communicable market value, ultimately leading to internal attrition in price wars.
The core breakthrough of a village-level terroir system lies in using the "village" as the smallest unit of value, deconstructing the abstract "regional terroir" into specific "village characteristics." By systematically documenting each village's soil texture, microclimate variations, microbial communities, and long-established viticultural traditions, a precise positioning of "one village, one flavor; one village, one identifier; one village, one IP" can be established. This enables consumers to clearly distinguish the flavor profiles of wines from different plots, forging a cognitive association where "terroir equals quality."
Constructing this localized terroir discourse system not only liberates the industry from dependence on Western narratives but also facilitates a value leap. When "village-level terroir" becomes a market-recognized quality marker, domestic wine can transcend the limitations of "brand premium" and instead generate a "terroir premium" based on the irreplicable value of the land. This premium, derived from the uniqueness of natural endowment, is far more competitive than mere brand marketing and allows domestic wine to carve out a distinctive, differentiated competitive lane against imported wines.
4.2 Stabilizing Industrial Development Cycles and Consolidating the Foundation for High-Quality, Sustainable Development
The core competitiveness of the wine industry is ultimately rooted in the land. For a long time, China's wine industry has been plagued by cyclical volatility. When market conditions are favorable, enterprises blindly expand planting, seize land, and neglect quality control; when the market slumps, growers abandon vineyards, and prime land is encroached upon, leading to unstable product quality, severe resource waste, and difficulty in achieving long-term development. This model, prioritizing short-term gains over long-term cultivation, hinders the industry's transition to high quality.
The construction of a village-level terroir system offers an institutional solution to this predicament. By formalizing village-level terroir symbols and integrating them with territorial spatial planning and geographical indication protection, the viticultural purpose of core villages can be locked in, preventing the non-agricultural conversion of high-quality land from the source and safeguarding the industry's "land foundation." Simultaneously, a linkage mechanism between terroir grade and land valuation quantifies the value of premium terroir resources. Villages with higher grades achieve higher land valuations and better cultivation returns, compelling enterprises and growers to abandon the extensive "yield-over-quality" model.
In the long run, the village-level terroir system will foster a virtuous cycle of "terroir conservation → quality enhancement → value appreciation" for the industry. The entire sector will gradually establish farming standards centered on terroir conservation, achieving standardized and ecological viticulture from variety suitability and soil improvement to ecological pest control. This stabilizes industrial cycles, improves quality consistency, and solidifies the foundation for the sustainable development of China's wine industry.
4.3 Promoting the Assetization of Terroir Resources and Reconstructing a Rational Investment Ecology
Reviewing the investment history of China's wine industry, the characteristics of "short-termism and speculation" are particularly evident. Most capital has focused on short-term aspects like winery construction, brand marketing, and buzz creation, chasing "trends and quick profits" while neglecting terroir resources—the industry's most crucial long-term asset. This investment logic has resulted in insufficient capital accumulation within the industry and weak resilience. Market fluctuations often trigger capital flight and industry setbacks.
The implementation of a village-level terroir system will fundamentally reverse this investment pattern. Through comprehensive terroir surveys, scientific classification, and precise rights confirmation, previously intangible natural endowments—the combination of soil, climate, and microbes forming terroir resources—will be transformed into quantifiable, valuated, transferable, and mortgageable tangible assets. Each village's terroir will have a clear value rating, its worth no longer dependent on short-term market conditions but rooted in irreplicable natural traits and long-cultivated terroir heritage.
This assetization transformation will fundamentally shift capital investment logic: from "betting on brands and marketing" to "preserving terroir and nurturing long-term value." Capital will be more inclined to invest in long-term areas such as soil improvement, ecological conservation, and scientific innovation, deepening resource development within regions. Ultimately, a virtuous ecosystem of "capital empowering terroir, terroir driving the industry, and the industry attracting capital" will form, returning industrial investment to rationality and long-term focus, injecting enduring momentum for high-quality industrial development.
4.4 Empowering Rural Revitalization and Realizing a New Symbiotic and Win-Win Pattern Between Industry and Countryside
The wine industry is inherently bound to rural development—its roots, land, and labor force are in the countryside. However, a long-standing imbalance in value distribution has existed: wineries capture core profits, while villages merely serve as "supporting carriers," with farmers mostly earning meager wages as laborers, unable to truly share in industrial development dividends. This disconnect between industry and rural development has persisted.
The construction of a village-level terroir system breaks this one-sided dependency, positioning villages and farmers as core beneficiaries of industrial value. With the village as the subject of terroir value, village collectives can obtain asset-based income through terroir rights confirmation. Farmers, in turn, can share in the dividends from terroir appreciation and industrial premiums through various means such as land shareholding, terroir trusteeship, and participation in IP operations. For instance, farmers can contribute land to cooperatives for profit-sharing or leverage village-level terroir IPs to develop grape picking, homestays, dining, and terroir experience tourism, achieving "multiple revenues from one piece of land."
More importantly, the village-level terroir system will propel the deep integration of the wine industry into the rural revitalization strategy. Industrial development drives the improvement of village infrastructure and the ecological environment, fostering a deep fusion of local culture and terroir characteristics. This transforms the countryside not only into a viticultural base but also into distinctive villages featuring ecological beauty, industrial prosperity, and farmer affluence. This symbiotic model of "industry revitalizing villages and villages thriving through industry" positions the wine industry as a pillar empowering rural revitalization, achieving a win-win outcome of industrial development and rural prosperity.
5. Implementation Path for Constructing a Chinese Wine Village-Level Terroir System
5.1 Strengthening Top-Level Design: Institutional Safeguards for System Implementation
The construction of a village-level terroir system requires strong top-level design and institutional support from the government, coordinating multi-party resources and strengthening policy guidance to ensure effective implementation. As the lead entity, industry regulatory authorities should collaborate with departments for natural resources, agriculture and rural affairs, and research institutions to initiate a comprehensive terroir resource survey across China's more than 600 viticultural administrative villages. This survey should comprehensively cover all dimensions—soil, climate, topography, hydrology, and microbiology—establishing a national-level "one-village-one-file" terroir database for digital, traceable management.
Based on the survey, accelerating the improvement of the institutional framework is crucial. Joint efforts with research institutions and industry associations are needed to formulate the Chinese Wine Village-Level Terroir Classification and Evaluation Standards, clarifying grading indicators, evaluation procedures, and public notification mechanisms to ensure scientific, fair, and authoritative results, making terroir classification a market-recognized quality benchmark. Concurrently, strengthening territorial spatial planning controls by designating villages with premium terroir as permanent viticultural protection zones is essential. Measures like geographical indication protection and land-use locking can strictly prohibit changes in the use of high-quality land, achieving the permanent binding of land to the wine industry at the institutional level and building a solid "institutional defense line" for the village-level terroir system.
5.2 Deepening Technological Empowerment: Solidifying the Scientific Foundation of the System
The scientific validity of the village-level terroir system hinges on the precise correlation between "terroir and quality," which relies on robust scientific and technological support. Agricultural universities and wine research institutions should leverage their expertise to establish long-term dynamic observation platforms. Setting up fixed observation stations in representative village-level units within core regions allows for continuous multi-year monitoring of the dynamic relationships between terroir factors, grape growth, and wine flavor profiles. This builds a comprehensive "terroir–raw material–flavor–quality" database, providing solid data support for terroir evaluation.
Leveraging modern technologies like big data and machine learning, research institutions need to develop quantifiable, interpretable terroir evaluation models. Moving beyond subjective expert-reliant evaluation modes, these models should focus on core indicators like quality stability, flavor uniqueness, and ecological sustainability to achieve precise, scientific village-level terroir classification. Furthermore, tailored technical solutions for soil conservation, ecological farming, and cultivar selection should be developed based on the specific characteristics of different village-level terroirs, establishing a "graded protection, precise cultivation" approach. This ensures the protection of terroir resources during development and their development under protection, providing continuous technological support for the system.
5.3 Forging Industry Synergy: Rebuilding a Terroir-Centric Value Consensus
The implementation of the village-level terroir system cannot be accomplished by a single entity; it requires collaborative efforts and consensus-building across the entire industry to translate terroir value into industrial advantage. Industry associations should play a bridging role by forming a village-level terroir industry alliance. This alliance would coordinate enterprises, research institutions, and village collectives, unifying certification standards, identifier management, and market communication to avoid fragmented efforts and inconsistent standards.
The industry should be guided to shift its communication logic from "emphasizing winery brand promotion" to "focusing on terroir value expression." Enterprises should be encouraged to deeply cultivate specific village-level terroir units, excavate village terroir stories and viticultural traditions, and build differentiated terroir IPs. Simultaneously, promoting technical cooperation and resource sharing among enterprises to jointly nurture village-level terroir brands can create an industrial landscape of "one village, one product; one region, one specialty." Through industry collaboration, the consensus on "terroir as the core, quality as the foundation" can be rebuilt, making village-level terroir the core competitiveness of China's wine industry.
5.4 Activating Stakeholder Agency: Establishing a Long-Term Mechanism for Terroir Conservation and Operation
The participation and sense of responsibility of vineyard operators, village collectives, and farmers—the direct managers and beneficiaries of village-level terroir resources—are decisive for the system's effectiveness. Institutional incentives and market constraints should guide operators to adopt a "land asset value" mindset, incorporating soil health, ecological balance, and terroir maintenance into long-term operational goals, abandoning short-term profit-driven extensive farming models.
A market-based reward and penalty mechanism linking "terroir grade adjustments and land valuation fluctuations" should be established. Operators who strictly implement terroir conservation measures and achieve stable quality improvement should be rewarded with terroir grade upgrades and land valuation increases. Those who damage soil or neglect terroir protection should face grade reductions and diminished market access. Concurrently, training for village collectives and farmers should be enhanced to raise their awareness of terroir protection and operational capabilities. They should be guided to deeply participate in village-level terroir IP operations through land shareholding and terroir trusteeship, forming a long-term mechanism of "everyone protects terroir, everyone shares the benefits."
5.5 Focusing on Market Implementation: Building a Village-Level Terroir IP Matrix to Release Value
The ultimate value of the village-level terroir system must be realized through market implementation. Focus should be placed on market demand to build a multi-layered, tiered village-level terroir IP matrix. Priority should be given to cultivating a group of top-tier benchmark villages with unique terroir and exceptional quality, creating national-level terroir IPs that set the industry's value ceiling and lead the upgrade of domestic wine terroir brands. Support should be provided to mid-tier terroir villages with distinct characteristics and significant potential, enabling them to pursue differentiated development based on their soil and climate advantages, precisely meeting the quality demands of mid-range consumer segments. This approach drives the coordinated development of all village-level terroir units, forming a new industrial pattern of "head villages leading, mid-tier villages supporting, and all villages upgrading."
Innovative market promotion models should bind village-level terroir IPs deeply with consumption scenarios. Organizing village-level terroir tastings, creating rural terroir experience tourism routes, and conducting online immersive terroir education can allow consumers to intuitively experience the unique charm of different village terroirs, establishing the cognitive link: "village-level terroir = distinctive flavor = premium quality." Furthermore, promoting the precise对接 of village-level terroir wines with premium channels like high-end restaurants, boutique supermarkets, and duty-free shops strengthens the market transmission of terroir value. This transforms village-level terroir value into genuine market competitiveness, propelling China's wine industry from "scale expansion" to "quality breakthrough" and achieving high-quality, sustainable development.
6. Conclusion
The core competitiveness of China's wine industry does not lie in the number of large-scale wineries or the intensity of brand marketing, but in the differentiated, scarce, and sustainable village-level terroir resources nurtured across its vast territory. The prolonged adoption of the Bordeaux-style, winery-centric development paradigm has trapped the industry in a predicament characterized by floating value, speculative capital, cyclical volatility, and resource depletion, making it difficult to establish an industrial foundation and international discourse system rooted in Chinese land.
The high-quality transformation of China's wine industry urgently requires a paradigm shift from corporate brand narratives to land-terroir anchoring. Constructing a village-level terroir value system—with land as the value source, the village as the unit of rights confirmation, terroir grade as the pricing core, symbolic locking ensuring industrial stability, asset valuation constraining short-term behavior, and terroir dividends empowering rural revitalization—represents the optimal path. It is tailored to China's territorial characteristics, resource endowments, industrial rule, and national strategy.
In the future, only by revering the land, deepening terroir cultivation, anchoring village-level value, and constructing a localized system can China's wine industry break free from cyclical fluctuations, overcome homogeneous involution, and establish world-class core competitiveness. This will truly forge a modern wine industry system that is rooted in Chinese soil, carries rural value, and possesses international discourse power.
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Author's Bibliography
Dr. Jiajia Pan completed his undergraduate studies at Université Blaise Pascal (Clermont-Ferrand II) in France and Copenhagen Business School in Denmark, earned his master's degrees from Université Jean Moulin (Lyon III) in France and Lingnan College of Sun Yat-sen University, and obtained his doctoral degree from The Education University of Hong Kong.
He holds the national first-level oenologist and national first-level wine taster qualifications in China, and also serves as a winery investor and publisher. He is currently an off-campus supervisor for master's programs at the School of Tourism Management of Sun Yat-sen University, the School of Tourism of Xinjiang University, the School of Tourism Management of South China Normal University, the School of Wine and Horticulture of Ningxia University, and Burgundy School of Business.
With 20 years of experience in the wine industry, his business scope covers international trade, brand marketing, market sales, winery investment, cultural communication and professional personnel training and education.
In terms of academic achievements, he is the co-editor-in-chief of the China Wine Industry Integrated Development Report (Blue Book of China Wine Industry), and has edited and published multiple wine-related textbooks and books including Sommelier Service and Management and Tasting Chinese Wine. He initiated the "China Wine Academy" program, which promotes the global outreach of Chinese wine brands and culture by building an international education system for Chinese wine.
His research interests cover wine marketing, wine tourism, wine sensory evaluation, wine supply chain management and vocational education. He also serves as the editor-in-chief of the Chinese-English journals Global Cases and Practices of Vocational Education and Commentary on China's Wine Industry.