Zhou Lingqiang, deputy dean and professor of Zhejiang University's Institute of Tourism and Leisure, says the pilot zone is a "big red envelope" given to Ningxia by the central government, including supporting policies such as land use, taxation and funding. Proper use of these supporting policies will greatly improve the management and operation of Ningxia's wine strategy.

"Ningxia should also base its resources on wine tourism, which will double the overall benefits," he says. "The unique landscape should be utilized to attract tourists from all over the country, and in the meantime cultivating winery culture among the public to build a good and productive commercial interaction."

Zhou also believes the key to developing the wine industry is to cultivate a group of local talents. "Any industry development needs talents, especially local talents. At present, wine education in Ningxia is in the forefront of the country. In the future, these talents will become leaders in academia or industry, and they will be able to better communicate with each other from the market," he says.

The tourism discipline of Zhejiang University is actively expanding the field of industry-university-research cooperation. In September 2019, it cooperated with the Management Committee of Ningxia Helan Mountain Eastern Foothill Wine Industrial Park to create the "China (Ningxia) Helan Mountain Eastern Foothill Wine Tourism Think Tank". Zhejiang University also provides intellectual support and brand promotion and consulting for wine tourism.

In addition, the pilot zone shoulders the mission of rural revitalization. Minning town, in Yongning county, Yinchuan city, accounts for 87 percent of the core area of the comprehensive pilot area. Formerly a sandy, sparsely populated dry area, the town now is dotted with tree-lined streets and the consumption pattern of the local residents has transformed from subsistence to a comfortable life thanks to grape planting.