WINE: Direct-to-China E-commerce Platform


American Wine Merchants launches direct-to-China e-commerce platform
美国酒商推出AWM 天猫电商平台

By Ron Hendricks
罗恩·亨德里克斯

February 8, 2017
2017 年2 月8 日

Shanghai, China – In cooperation with the California Wine Institute, the Washington Wine
Board, the New York Wine and Grape Foundation, and the Oregon Wine Commission, which are
all supported by the United States Foreign Agricultural Service and its regional Agricultural
Trade Office in mainland China, the American Wine Merchants (AWM) is pleased to announce
the launch of their flagship USA Wine Store on Alibaba’s Tmall.

美国酒商(AWM)宣布美国葡萄酒旗舰店将在天猫商城上正式运营。美国酒商(AWM)
上海与加州葡萄酒协会,华盛顿葡萄酒协会,纽约葡萄酒协会和俄勒冈葡萄酒协会合作联
合推广美国葡萄酒。上述葡萄酒协会也受到美国农业部海外局及其中国区农产品贸易办公
室的支持。

“This is a tremendous opportunity for US wine brands to reach end consumers in China,” said
AWM Manager, Alex Chen. “Our goal is to provide a central marketplace for USA wine products
in mainland China. We’re especially pleased to partner with Tmall, as it is poised to become the
world’s largest e-commerce marketplace by the end of 2018,” remarked Chen.

“这是一个极好的机会,美国葡萄酒将与中国的葡萄酒爱好者见面,“AWM 经理亚历克
斯·陈说,“我们的目标是为中国葡萄酒爱好者建立一个值得信赖的选购美国葡萄酒中心。
2018 年底,阿里巴巴平台将成为世界上最大的电子商务市场,我们很荣幸能与阿里巴巴
合作。”

“Another important goal of the project is to deliver wine information in Chinese as well as
English,” stated Mr. Chen. “Our aim is to create U.S. wine awareness through education,
marketing and promotion.”

“这个项目的另一个重要的意义是搭建一个传播葡萄酒知识的平台,”陈先生说,“我们
希望通过教育、营销和促销创建人们对美国葡萄酒的认知度。”

“We are especially proud to have the support of the key United States wine groups that are
backed by the United States Foreign Agricultural Service and its regional Agricultural Trade
Office in mainland China in this ‘first-of-a-kind’ cooperative partnership,” said Chen. “Tmall
already boasts 500 million plus registered users in China and with the right marketing and
promotional activities we believe we can reach each and every one of these users and help
grow US wines in China.”

“我们特别自豪的是天猫电商项目获得了美国主要的葡萄酒组织的支持。这些葡萄酒组织
受美国农业部海外局及其中国区农产品贸易办公室的大力支持,”陈先生说。“淘宝在中
国拥有5 亿多注册用户,结合AWM 恰当的营销模式和促销活动,我们相信AWM 可以将
好酒传递到中国葡萄酒爱好者的手中,并提高美国葡萄酒在中国的认可度。”

AWM encourages and welcomes all USA wineries, importers and distributors to have their
products sold through the AWM-Tmall Store.

另外AWM 欢迎所有美国葡萄酒厂、进口商和分销商的产品在AWM 天猫商城上销售。

Contact/联系方式
For additional information about the AWM-Tmall Store, please contact:
更多的AWM 天猫商城的信息,请联系
Wendy Zhang, Media Relations
Office/办公室: +86.21.6403.0934
Fax/传真: +86.21.6403.0934
Email/邮箱: wendy@amwines.com

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WeChat is a multipurpose messaging app made by Chinese Internet portal company Tencent. The app’s popularity is soaring overseas. WeChat launched in October 2010 and had about 5 million users by May 2011. By January 2013, it had exploded to 300 million users, according to Tech In Asia.

The app has a startling array of features. Users can make video calls and hold live chats with friends, host group chats, scan for strangers to talk to nearby, and so much more. Rumors have been circulating that the app could gain a new shopping feature in the future too, which could be a huge potential revenue generator for Tencent. (more)

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How Do Chinese Use An English Computer Keyboard?


“With thousands of individual characters, ever wonder how a Chinese person sends an email?

Business cards in China are offered and accepted with both hands. It’s a sign of courtesy and respect. After a couple years of exchanging cards, I’d managed to fill a rather large desk drawer with them. One day a fit of efficiency overtook me and I decided to go in search of a Rolodex or business card organizer. It took longer than I expected; most things do in China.

It wasn’t until I’d made my purchase and returned home that it dawned on me – there is no Chinese “alphabet.” At least, not in the way we think of one. Hence, no way to organize most of my cards. Duh. Which brings me to today’s topic, “How do Chinese use an English computer keyboard?”

Firstly, there are such things as Chinese computer keyboards. However, they’re not standardized and not widely used. There are also writing pad interfaces that work well for Chinese characters. However, most Chinese rely on software to change their keystrokes into Chinese text.

Chinese Keyboard
Chinese and English Keyboard

Perhaps the two most  common software transcription methods in mainland China are Wubi and Pinyin. Wubi means “five pen” or “five stroke” and is based on the idea that Chinese characters can be categorized with five fundamental pen strokes. In contrast, the Pinyin method is based on pronunciation of Chinese “syllables.” Each method has advantages and drawbacks.

In it’s simplest form, Wubi could be input with just the number pad of the keyboard: one for horizontal strokes, two for vertical strokes, three for downward right-to-left strokes, four for dot strokes or downward left-to-right strokes, and five for all other strokes. To utilize this method, users must be familiar with the correct order of strokes, which is actually fairly easy to learn.

Once a user has input the correct strokes in the correct order, Wubi software presents a number of possible Chinese characters from which to choose. This method is probably most suited to individuals with Chinese language background.

Pinyin, on the other hand, is a method more suited to individuals with an English language background. Pinyin breaks Chinese down into “Romanized” syllables. However, because Chinese is a tonal language, the user must also be able to select the correct tone for each syllable.

Mandarin Chinese has four basic tones. They are: first tone – “high and level,” second tone – “rising,” third tone – “falling then rising,” and fourth tone – “falling.” There is also a fifth tone which can be thought of as “neutral.” Cantonese is more complex, with between 6 and 9 tones depending upon the dialect.

A classic example of the difference tones make is with the syllable “ma.” With first tone the word means mother, with second tone the word means hemp, with third tone the word is horse, with fourth tone it means scold, and with the fifth tone the word becomes an interrogative often used at the end of a sentence. Here is an example of a “silly sentence” using the word ma.

Pinyin: māma mà mǎ de má ma?
English: “Is Mother scolding the horse’s hemp?”
(source: Wikipedia)