Stay healthy, dear friends!
Zhuyun Chen, a Chinese graduate of the dual degree program in Viticulture and Enology (class of 2014), remains very connected to the university’s Wine Campus Neustadt and the region. Originally from Fujian—Rhineland-Palatinate’s partner region on China’s east coast—Zhuyun Chen now works in Shanghai, where she runs a wine shop that also imports German wines. She is also currently serving as a consultant for German wineries during the COVID-19 crisis and has organized the import of urgently needed face masks from China to the Palatinate in a timely and straightforward manner. Katja Klohr from the Wine Campus Neustadt spoke with Zhuyun Chen about the cautious return to normal life in China, the unique challenges facing the wine trade during the crisis, and cross-border friendship in times of social distancing.
1. What does your daily life look like right now?
I’m sitting in one of the most popular cafés in Taicang—considered the home of German companies in China—writing an email to dear friends in Germany.
It’s truly wonderful that we’re allowed to engage in activities in public spaces again. The overall atmosphere in daily life is also very relaxed. Since mid-March, we’ve been meeting up with friends again to exercise or eat out. Most hotels are also welcoming guests again. Personally, I was on a business trip for a day last week and even had to wait in line at the front desk because of the large number of guests. An acquaintance from Italy, who arrived in China a month ago, has also already enjoyed her first vacation on an island in southern China without any problems.
2. Have your wine imports resumed, and what challenges are you facing?
The impact of the pandemic is still noticeable in our daily work and personal lives. I was fortunate to have arranged shipping for a container of wine to China before the Spring Festival. The import process wasn’t affected at all. However, corporate purchases for company banquets have dropped to almost zero. At the moment, we’re also still hesitant to host in-person wine events and invite participants in groups. My small team has used this time to set up an online store and publish posts. Our goal is to spark a general interest in wine, even among people who aren’t wine drinkers yet, and to establish a culture of enjoyment in everyday life. To be honest, though, we’re way behind other sellers when it comes to online advertising and sales. Thanks to digitalization, live shows on platforms like TikTok, Zoom, etc., are also possible—something my colleague has tried to get me excited about countless times. But I don’t feel ready for that yet.
3. Which wines are in the highest demand?
That depends largely on the target audience and my recommendations. A large portion of my customers are young “wine beginners.” For them, I’ve put together a starter pack with special neck labels. Wines with a semi-dry or slightly sweet flavor go over very well with this target audience. The few true wine lovers tend to prefer dry, full-bodied wines. Red wine is generally easier to recommend than white wine, if only for cultural reasons.
4. Are there any specific measures in China that you view as particularly positive or negative?
To be honest, I didn’t look into the issue in depth when the coronavirus was spreading in China and I was in quarantine for six weeks. In my opinion, I therefore have no right to judge those measures. Based on my experience in my hometown, strict adherence to quarantine rules helped a great deal, since most infected people eventually showed symptoms. It simplified the isolation process. The measures were strongly supported by digital processes. When I returned to work in Shanghai at the end of February, I had to provide a lot of information via an app: how I got to the airport, who was sitting next to me, what my final destination was, etc. The goal was to trace chains of infection as quickly and effectively as possible and to contact those affected as soon as possible.
I’m also grateful to my landlord, German Centre Taicang, which offered a rent reduction even though the office is privately owned. The government set an exemplary precedent by first suspending rent on state-owned properties for two to three months. Private landlords were urged to follow suit. This will help alleviate the financial strain on many small shops to some extent. However, there were also impractical political measures: For days, chaos reigned at many highway on-ramps and at city and municipal borders, as exit or entry bans were announced spontaneously, without any advance notice. Also problematic were sweeping regulations that initially caused a great deal of confusion among those affected and were only optimized later: For example, people without family members in a particular city were not allowed to enter it, even if they lived and worked there. For example, I myself rebooked my train tickets three times and finally canceled them altogether, waiting until clear regulations were in place. Not everyone had the freedom to choose to remain in quarantine voluntarily for a longer period.
5. Has your perspective on the wine world and sales changed as a result of the pandemic?
Based on discussions with other importers and media reports, online sales are certainly a good alternative. Online wine tastings and seminars are booming, and many are showcasing creative ideas on online platforms. However, I believe that in-person, offline contact cannot be replaced by online events. The need for social contact will likely increase after the pandemic. And wine, as a cultural asset, is always a good “catalyst” for social activities. My business partners and I are currently in the process of opening a small café and wine bar in the city. This is a great opportunity for us to organize events like wine tastings, seminars, and so on right in our own venue.
6. I heard you’re getting creative and supporting winemakers with face mask packages from China? Have you received any other requests for aid packages?
Sending masks isn’t my own creative idea. Many Chinese people send masks to their relatives, friends, and colleagues abroad. I have many older friends in Germany, and I get worried when I see or read the news on the Tagesschau. I know what the mask shortage was like in China a few weeks ago. Thanks to these friends, I had a wonderful time in Germany, and I received a lot of support, especially from the older ones. The least I can do now is send them a few masks.
7. What advice do you have for us here in Germany on how to get back to normal life quickly?
I think everyone would love to know the right answer to this question and is very eager to hear it. The coronavirus has now become a global crisis. In China, daily life has cautiously resumed, though still with apprehension and fear. In my opinion, the best thing is for everyone to try to fulfill their own responsibilities and act responsibly. Every current restriction brings us one step closer to a return to normal daily life. Actually, with conscientious discipline, working from home can be very productive—and you can even enjoy your free time more. Yes, I’ve felt bored or down from time to time, but then I’ve briefly thought of friends, acquaintances, or strangers who are now working in hospitals or ensuring essential services, and I’ve said to myself, “How lucky I am. I can stay at home and spend my time however I want.”
I’m keeping my fingers crossed for Germany and hope that we’ll find a global solution soon. Stay healthy, dear friends!
Interview: Katja Klohr