Fongyee Walker MW

Fongyee Walker MW (Master of Wine) is the co-founder, with Edward Ragg, of Dragon Phoenix Wine Consulting, Beijing’s first and fully independent wine consulting and educationservice (est. 2007). Fongyee has delivered both WSET course and special trade-targeted wine courses in Mandarin for such bodies as Wine Australia, the Hawke’s Bay Wine Association, the Napa Valley Vintners and numerous other groups, as well as creating a number of unique wine courses specifically tailored to mainland Chinese students. She became the first Master of Wine (MW) resident in mainland China in 2016 with her dissertation on winter vine burial practices in Hebei and Ningxia.

As a wine judge, Fongyee has judged at numerous wine competitions including the International Wine Challenge (UK), the Hong Kong International Wines and Spirits Competition and has been guest international judge for the Royal Melbourne Wine Show, Old Mutual Trophy (South Africa) Wine Show, the Qantas Western Australia Wine Show, AWOCA (Wines of Chile), the Hunter Valley Wine Show as well as many other regional wine shows. Fongyee has also written articles for Decanter Magazine, Wine Review, RVF China and Wine in China, among other Chinese wine magazines. She has also been a columnist for Decanter China, writing about educational issues. Fongyee is also the star of Wok ’n Wine 品尝中国, a popular internet-broadcast show about food and wine matching with Chinese cuisines with more than 4 million viewers,as well as a new show (2021) Carpe Vinum 意大利美酒之游, featuring the wine regions of Italy.

Emerging consumer differentiation in China

Too often China is spoken about as one market or the ‘Chinese wine consumer’ described as a monolithic entity. However, the Chinese market is highly segmented and fragmented, with not only geographical delineations demarcating consumer behaviour, but also age-groups, social identifiers and economic status. This talk will analyse various consumer profiles in China and link their traits to wine consumption, both in terms of taste preferences and buying habits.

For the wineries looking to build brands in the Chinese market, this will be an invaluable exploration of the diversity of the Chinese markets and will allow for a much more targeted approach to not only identify possible importers and distributors but also to gain insight into the possible end point consumer.