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Now I am quite curious as in what do you guys think about the perception of prosecco in the Chinese market? Do you think that Chinese consumers in general have the basic awareness of prosecco, for example, the prosecco region, what prosecco is, or any of the relevant information, Daisy?

I would say to understand Chinese consumers you for sure want to understand what is your niche. So for sure there are a lot of people who might not even know about the name prosecco.

True.

In that case, this is not really our target audience. Right？

So let's assume there's a…

I probably beg to differ, because I would see them as potential customers if they don't know prosecco.

Yeah. They can be potential customer, for the sake of this call, I mean for the sake of answering your question, this is not the target audience we are talking about, right? They don't know prosecco as a category.

Well, that's true. Sometimes they don't know exactly where the prosecco come from.

Yeah. What I’ve seen is they know they've heard of Italian wine and then they especially female customers, they know sparkling as like Moscato, probably, they're really, really sweet ones. They don't perhaps have much of an understanding or awareness of prosecco. You're right, Daisy.

So I would rather bank that for the opportunity part instead of understanding their perception, let's say there's a group of Chinese a pretty big group that have very little awareness of prosecco that is our potential customers.

Yeah.

Then we move on to the next category of consumers who are the ones that they know prosecco. They may even know prosecco is from Italy. And then to be more sophisticated, they may even think about which area of production of prosecco. Yeah. So if we look at consumers in this different prosecco understanding journey, then we can understand what is their perception at that stage. And where do we want them to move towards.

Exactly.

How do we help them increase their understanding awareness and improve their perception of prosecco in the future? So I would actually first identify the different consumer groups with their very different perception of prosecco and work towards that, because you don't want to be telling a novice about the region, the flavor profile and this and that, they might feel a little bit confused.

Overwhelmed.

Confused. But if you come back in 2 or 3 years, they may already be an expert if they really love that drink.

I love the word that you're using. It's like a consumer journey of realization of gaining awareness in the particular consumer products i.e. prosecco here. Very interesting. Thank you, Daisy.

What about Matteo? What do you think dealing with Chinese consumers wine consumers directly? What do you think is their understanding awareness or perception of prosecco?

I mean, it's very kind of varied by region and tier cities, right? Like Daisy says I mean a lot of them maybe they don't know what the name of prosecco is, or where is the prosecco coming from. And like to say that's definitely not target that we have into the... but again is a potential target. And also some of them regarded as prosecco as affordable drinks and for usually more expert wine drinkers. They don't really like to be or to try the wine or like to get into that.

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