Grape expectations

"We particularly want to know the answers to such questions as whether it's worth looking forward to eating, staying and vacationing in the winery," Zhou says.

He believes wineries should not only meet the general requirements of accommodation, catering, conferences and photo taking but also host professional properties related to wine.

Zhou points to Xige Estate as an example. The estate founded in 2017 hosts a production area, professional tasting area, visitor center, hotel, organic restaurant and library.

Zhou believes Xige's marketing strategy of providing services for its distributors is promising.

"Xige not only sells wine to distributors but also gives them full support, achieving the goal of serving their consumers through serving their distributors, as they can provide meeting venues, sightseeing, wine tastings, catering and accommodation," Zhou says.

Frenchwoman Christelle Chene, who's director of the Ningxia Helan Mountains East Foothill Wine Education Institute, was named Xige's global brand ambassador during the expo.

Chene says that Xige Estate has invested about 400 million yuan ($60 million) in its winery and vineyard.

"The most fascinating thing for visitors is they can see all the processes and instruments inside the winery," Chene says.

"We have very delicious local food in the restaurant, and 24 hotel rooms with really good conditions. So, they definitely deserve a good visit."