BEIJING, CHINA (March 27, 2020) – Qiu Valley is located in Penglai, Shandong Province, one of the most mature and representative wine producing areas in China. It has the “3S” rule conditions of sun, sand and sea for the growth of high-quality wine grapes. MCM Group International, based on the international vision, introduced innovative ideas and combined with the local reality, integrated the development of wine industry with wine culture tourism and surrounding leisure agriculture, and jointly promoted the brand value of wine producing areas in the Qiu Valley region by enhancing the industrial brand value and aggregating the wine culture lifestyle.
Project Background
Project Overview
The planned land area of Qiu Valley is about 45 square kilometers, reaching S304 provincial highway in the north. Convenient transportation facilities: it is close to Yantai Penglai International Airport, adjacent to G18 highway, about 25 kilometers from Penglai center, and 60 kilometers from Yantai. It will be connected to Jingjinji high speed railway. The location of Qiu Valley is suitable for the reception of trans provincial and international high consumption tourists.
Policy analyzing
Yantai Tourism Development Committee and Yantai grape and Wine Bureau jointly issued the first domestic policy document to promote the development of wine leisure tourism – “opinions on accelerating the development of wine leisure tourism”, vigorously promoting the development of wine industry and wine tourism. Penglai wine industry plays an important role in the whole development.
Regional background
Penglai has a profound history, known as “fairyland”, and has a long history of grape and wine production. It is one of the main grape and wine producing areas in China. It has the “3S” rule conditions of sun, sand and sea for the growth of high-quality wine grapes. It is the only “famous Chinese wine city”, the only “International Wine Competition alliance city” in Asia and “one of the seven Grape Coasts in the world”. Its influence in the world is gradually increasing, and it has the characteristics and potential to go to the international stage.
Project Vision
International status of Penglai wine area
Docking international resources to build Chinese wine brand aggregation area. Develop a regional branding plan, through International Exchanges, the protection of geographical areas and to come, to promote the overall regional international influence. Hold wine industry conference, forum, etc. to bring about the deep change of “people, industry, village”. Carry out creative and popular online Red marketing, let the region quickly enter the public vision.
Tourism Innovation
Create an added value Wine culture tourism destination. To build a famous brand of international coastal wine producing areas. Committed to the education and dissemination of Chinese wine culture, let wine root in the hearts of the public. Create the most close to heaven “fairy” type health resort destination. Create a rich wine travel experience that you can immerse yourself in, even if you don’t know anything about wine.
Building A brand-new industrial chain
A demonstration project of rural revitalization driven by the development of wine culture tourism. Industrial level – a new industrial chain will be built to guide crop planting and promote the upgrading and development of agricultural industry; Technical level – technical training will be provided to farmers and employees to realize the specialization and modernization of labor methods; Employment level – multiple employment modes will be formed through the development of regional tourism to provide high value-added employment opportunities; Tourism level – the comprehensive development of multi-functional, new forms of business, to promote the sustainable development of rural areas in the region. Villages support tourism and tourism supports the countryside.
Project Development Path
Element One: WINERY & WINERY TOUR
At present, there are 7 wineries in Qiu Valley, with 18 planned wineries and 1268 hectares of vineyards. The scale of grape planting and the number of wineries in the region will continue to grow with the goal of international production area, and the development potential has long-term characteristics. Role positioning of winery and winery tourism：Wine tourism brand guide and promoter.
The region can be divided into four winery clusters: the high-end resort cluster led by longdai and Xiandao winery; the ecological high-end winery cluster with rich landform features around the reservoir, with the development of high-quality winery; the leisure resort cluster led by anno and hongchenbainuo; and the decentralized production winery cluster.
Element Two: WINE ROUTES AND TOURS
There are rich cultural and ecological resources in the region. The development of cultural tourism projects needs to be integrated with wine related tourism. The operation and aggregation of wine tourism lines and wine lifestyle will create brand value together.
Element Three: RURAL
Vacancy rate of villages caused by traditional agricultural planting methods will realize sunk capital value of villages in community renewal and industrial upgrading. Rural revitalization plan centered on the wine industry.
The Development Path
The development of wine industry is integrated with wine culture tourism and surrounding leisure agriculture to enhance the brand value of the industry, gather the cultural lifestyle of red wine, and jointly promote the brand value of wine producing areas in the hilly Valley region.
Project Planning
A winery experience that combines a variety of types and services. It is necessary to guide the development of low-carbon wineries and organic wineries in the region and shape the industrial cluster of sustainable wineries. Divide several private wineries to attract well-known people from all walks of life mainly for investment purpose. The commercial design of shared winery adopts the mode of joint owners.
Convergence around the experience and lifestyle of the winery. With the tourist center as the carrier, we will create the intelligent management and experience platform for wine tourism and provide 5g + Intelligent Tourism Innovation and international wine culture tourism experience. Take greenway as the carrier to build a leisure system and improve the important landscape nodes of the scenic road system.
The wine industry as the core of the rural revitalization program. Build fruit wine brand incubation area, ecological agriculture demonstration area and circular agriculture demonstration area, focus on wine planting and related industry education, and strive to promote grape and fruit forest industry upgrading and related brand cultivation in Hilly and valley area.
Based on the regional brand set up the industrial alliance and event marketing organization. On the basis of the concept of “international coastal wine region”, establish the regional wine brand of hilly valley.
The development mode is “driven by cultural and tourism projects + featured service support + collective development of villages”. Villages within the area are divided into three categories according to the type of development: overall relocation, in-situ renovation and resettlement, and local leased natural development. In the early stages of development, villages with suitable conditions were selected for development demonstration and guided development.
Project Operation
It is positioned at “Penglai Qiu Valley, the founder of rural industry revitalization” and “Qiu Valley wine culture and tourism industry comprehensive operator”, develops environmental construction projects and rural guidance development projects in wine producing areas, constructs grape culture and tourism groups and derivative development areas, and comprehensively introduces various activities such as science popularization, sports events, vacations, festivals, wine marketing, etc. Create an overall development environment, form an international wine tourism destination, form a joint brand of Qiu Valley fruit wine, and create a world-class brand of Qiu Valley wine producing area.
MCM International Group is committed to building the “international style, Chinese taste” Qiu Valley wine brand, based on the booming market foundation of domestic wine, and docking International Wine agriculture, culture and tourism resources for Qiu Valley. In the future, we will work with the culture and tourism group to build an international wine (wine) cultural tourism holy land to enhance regional value, explore a new path of industrial, cultural and community integration development to promote the upgrading of wine regional brand, and create a Rural Revitalization Qilu template with innovative demonstration value.