Howard Park, in Western Australia's Margaret River region, was one of two wineries visited recently by a delegation from the Chinese consul general in Perth.
Amy Burch is the managing director of Burch Family Wines, Howard Park's parent company, and says the visit was a good opportunity to highlight the challenges producers face.
"Many of us who sell wine to China are unaware when we first start out that trademark protection is a really big issue," she said.
She said lengthy shipment times were also an issue, particularly when small parcels for tastings were needed urgently.
"In other parts of the world when we send something, the maximum it might take is two weeks. With China, it could take far more than that," she said.
"It's a big hamper for good trade facilitation."
Winemakers call for more government support
Ms Burch gave credit to the State Government for its work to help those doing business with China, but said winemakers needed more support from government and industry groups to highlight problems.
"It's not about the Government giving the West Australian industry or any wine industry money," she said.
[China] is a potentially good market for Australia, it is large country but all these barriers are ones that actually impede the small trade. If we can do anything to make it easier, we should
Amy Burch, managing director, Burch Family Wines
"We're looking at advice and opening the doors to communication to make sure that our trade facilities are much smoother and it's easier to trade with them."
She said discussing the barriers would give producers the greatest benefit.
"The more people talk about it and our industry is more aware of those things, we're going to be able to make it easier for our people," she said.
"[China] is a potentially good market for Australia. It is large country, but all these barriers are ones that actually impede the small trade.
"If we can do anything to make it easier, we should."
Issues with compliance, shipping times
Wines of Western Australia chief executive Larry Jorgensen said exporting to China was getting easier.
"People have developed their commercial relationships and probably established their distributorship and are getting to understand how they have to operate in China," he said.
Longer shipments times were likely due to compliance issues and clearing product once it gets to the market.
"Given that wine is a relatively new product being exported into China in the scale it is now, the compliance regime around it is evolving and it can differ from one shipment to the next," he said.
"I imagine the infrastructure is much better than it used to be, but the system itself might be different to how we might move things around internally in Australia, for instance."
He agreed trademark protection was a big issue.
"Food safety links in to counterfeiting and the lack of ability to be as accountable as one would like," Mr Jorgensen said.
"I believe the person who can solve that problem in China will in a good place."
Mr Jorgensen said exporting wine to any new market could pose challenges.
"As early as say 10 years ago, importing wine into the European Union was a little bit fraught ... because of the use of classical names such as Champagne, or Burgundy or Bordeaux or Claret," he said.
"Until there was legal clarity around that, there was issues getting wine into those markets as well."
China important, but not sole answer: industry association
Mr Jorgensen said China was a valuable market for wine.
"Ten years ago, China wasn't even a consideration. Five years ago, I suppose it was growing," he said.
"Now ... things have changed a bit perhaps with the austerity measures the Chinese government has imposed on luxury goods, but it would still be one of our top three markets for WA wine by volume.
"The price per bottle is significantly higher in China than it is in most other markets.
"But then we probably have to recalibrate our expectations.
"I don't believe China is the sole solution to the Australian wine industry's future."
The Chinese consul general was unavailable for comment.