Research On The Marketing And Consumption Culture Of Foreign Wine In Modern China

Wine is a kind of ancient beverage,China has a long history of brewing wine.With the long history of evolution,China has also formed a complex and colorful wine culture.In the era of agricultural civilization in China,wine connects the changes of history from the material level to the spiritual level.Wine plays an important role in sacrificial rites,weddings,funerals and festivals.In ancient China,rice wine was the main type for Chinese people.Rice wine was made with several grains.It’s rare to find traditional wine made of pure rice,kaoliang or barley.The brewing of rice wine began in the North China.But with the development of the South,the technology of rice wine also moved to the South,and formed a monopoly positon.In the Yuan Dynasty,distilled liquor gradually became popular,which was easier to get drunk.Then the pattern of drinking was formed in ancient China called "South Yellow and North White".Traditional China has been through a huge amount of changes in modern times.Since the introduction of various new military enterprises in the modernization movement of the late Qing Dynasty,significant changes have taken place in all aspects of society,and the wine industry has also changed in this historical torrent.Taking the wine industry as an example,traditional wine and foreign wine were separated in this flood.Traditional wine in this paper refers to the Chinese people’s own ancient liquor making forms before modern times,which are represented by liquor,rice wine,rice wine,medicinal wine,etc.With the infiltration of Western forces,foreign wine also began to enter the Chinese market,and wine and beer had a greater impact.At the beginning,almost all the foreign wine mentioned in this paper was imported.Later,with the rise of domestic foreign wine,foreign wine referred to the new type of liquor which was different from the traditional wine.From the late Qing Dynasty to the Republic of China,the influence of foreign wine on traditional China continued to deepen.The scope of influence also expanded from churches,leased areas and trading ports,and constantly invaded the mainland.The types of foreign wine also varied from a few to various.The import volume also increased year by year.The foreign wine market became the capital competition market of various countries.As for the expansion of foreign wine’s influence,the academic circles have long described it as the phenomenon of "the spread of Western influences to the East",but this inevitably falls into the pattern of" CHINA’S RESPONSE TO THE WEST".There seems to be more complicated reasons behind the acceptance or even craze for a new commodity among the people in transition.We can easily observe that the first is the marketing war of foreign wine merchants.During the early period of foreign wine introduction into China,some relevant records were found sporadically from the consumption of high-ranking officials and dignitaries,or from the life records of foreigners in modern port cities and leased territory.The overall impact was not too great.However,these influences were gradually popularized and expanded through the promotion of foreign wine merchants in newspapers and magazines.In these eye-catching advertisements,foreign wine has been shaped as a tonic with the same source of medicine and food,a new and fashionable consumer product,and a symbol of independent identity.In the propaganda of domestic foreign wine merchants,foreign wine has even become the light of national enterprises.Indeed,with the continuous expansion of foreign wine’s influence,Chinese society has taken a series of countermeasures from the folk to the government.Since the patriotic people in newspapers and magazines cry out to restore their rights and interests,the private capitalists began the difficult process of establishing their own factories.They have made a series of respectable and valuable efforts to promote the early brands by studying the western brewing technology,innovating the production technology,sending people to study abroad,participating in the competitions overseas on behalf of Chinese products,explaining the knowledge of foreign wine to public,and promoting domestic products in newspapers and magazines.With the expansion of foreign wine market,some "disharmonious notes" are interspersed with them,such as fake wine.Some merchants often bought real wine bottles or made wine bottles and wine labels by themselves,then fill the bottles with diluted liquor or even industrial alcohol,and then sold to the market through low-cost promotion to stimulate consumers to buy.These fake and shoddy products not only threaten the rights and interests of consumers,but also impact on the market order.As a result,there was also a combat between the real wine merchants and the fake wine merchants,and the lawsuits between them often became the hot news reported by the newspapers and magazines at that time.These reports also popularized the related knowledge of foreign wine to the public and how to identify the authenticity of foreign wine,making foreign wine increasingly penetrate into the daily life of the public.In these fierce business competitions,foreign wine,as a new kind of consumer goods,constantly stimulates the attention and consumption desire of Chinese people.The rise of some new consumption places has also contributed to the consumption of foreign wine.The design of the porch and the interior decoration of these bars are exquisite.Some emphasize the exotic sentiment,while others care about the new decoration.The purpose is to attract consumers as much as possible and keep them in the shop for continuous consumption.The rise of these new consumption places has also caused some social security problems,which has become the management object of the local government,which has also launched a battle between the two sides on business hours,employees,etc.As an ordinary consumer at that time,when they were consuming foreign wine,the consumption behavior itself became a part of consumption culture.Since then,with the emergence of various kinds of foreign wine in the market,the consumer groups also showed a change from intensification to intensification.With the role of foreign wine itself in the social level,as well as the attributes of product brewing technology itself and modernization,foreign wine consumption culture presents a pluralistic appearance.As in the consumer group,the most noticeable is the emergence of female consumers.In traditional China,women are often excluded from the consumption circle of wine.In the traditional patriarchal society,women and wine exist in the form of object.However,in modern times,with the change of social atmosphere,many girls began to shape their subjectivity by consuming foreign wine.However,no matter the new women who consume foreign wine or the bar girls who are engaged in foreign wine service industry.When they were pursuing subjectivity,they are often accompanied by a series of social disputes.In a word,they were still difficult to escape the tendency of objectification.Therefore,the process of shaping subjectivity often presents contradictions.This also constitutes a part of the modern complex and diverse foreign wine consumption culture.