Gregorio enjoys organizing wine tasting parties at some splendid restaurants and other fine places. Photo provided to Hangzhoufeel
Story
By Dai Ya
He set up a small wine company in Hangzhou when the pandemic started in January 2020. While waiting for China to open its borders, he didn't waste any time but established tight relationships with some Italian wine producers instead. Returning to Hangzhou for 2 years, he developed his distribution network of wine to 7 provinces.
His story could be merely that of a successful foreign entrepreneur, but Gregorio Licheri brings to China much more than Italian wine. This is partly why his business keeps growing.
Gregorio is a young and communicative Italian, the founder and CEO of Hangzhou Licheri Import & Export Company Limited. Most of the wine he imports and distributes is produced by his partners in the picturesque wineries of his hometown Verona, Italy, while his warehouse and most of his clients are in Hangzhou.
Gregorio says that his two favourite cities -- Verona and Hangzhou -- are bound by the twin-towns relationship. Both have a beautiful lake surrounded by mountains and are related to famous love stories: Verona to Romeo and Juliet and Hangzhou to The Butterfly Lovers. Now, the cities are also connected by Gregorio, who contributes not only to the business but also to the cultural relationships between the two sister cities.
Talking about his work, Gregorio mentioned neither any recent acquisition of a new partner nor the growing revenues. The first thing that he says with an emphasis on its importance is the role he plays as an Italian businessman in China. "Wine is a perfect bridge between different cultures. By means of dealing wine, I share my Italian experiences with my Chinese friends and clients -- almost like a cultural ambassador", Gregorio confidently pronounced in a low yet steady voice.
Besides selling the selected wines, he enjoys organizing wine tasting parties at some splendid restaurants and other fine places in Hangzhou. There, savouring aperitivo (a pre-meal drink that is a cultural ritual in Italy) or a glass of authentic Italian wine, listening to live music, and whispering about something pleasant, participants indulge themselves in La Dolce Vita (The Sweet Life). "Everyone should experience La Dolce Vita because, at the end of the day, you need to spare some time to enjoy and reward yourself -- it is one of the main concepts of the Italian culture" -- shared Gregorio.
What's more, Gregorio manages trips to Italy like an agent, allowing his clients to experience the Italian wine culture and local life. There is no doubt that his business has already become a way of introducing the Italian lifestyle to Chinese and ex-pats friends, a bridge between Italy and China for cultural exchanges and Italian wine.
Gregorio believes that the passion for work always helps to overcome difficulties: "When I just opened my company in Hangzhou, I didn't know anybody nor did I have any supports. But I liked it because starting a business is my personal hoice based on my interests."
Though the process is not really that difficult, it required great patience as well as fluent Chinese to register a company in Hangzhou. Gregorio decided to challenge himself by going through the application process on himself in order to be able to personally supervise it and bear the responsibilities for it. "You may rely on agents but no one would suit better than yourself, the owner of the company" -- concluded Gregorio.
Gregorio's interests in the Chinese culture had been carefully cultivated from his childhood. The seed of it was sowed when he discovered a book with Chinese characters at home. Then, during his high school and college years, the seed sprouted on his first trip to China, bloomed when he dove into China studies, and finally grew into an aspiration to set up a wine company. He made it.
After spending less than a year working at a wine company in Shanghai, he learned about the Chinese wine market and some processes within the company. "A company is a very complex machine made of many components and you should understand how to take care of them. It takes time but if you have a goal it becomes easier to absorb the numerous pieces of information", advised Gregorio based on his personal experience.
Gregorio says that he is lucky to naturally combine his pride -- Italian wines, one of his best skills -- intercultural communication, and the establishment of the so-desired business in China. However, in his story, the word "being lucky" shall be substituted by "being able to listen to himself and persistently follow what he has decided".