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CHINA’S TMALL PREPARED 3MILLION BOTTLES FOR 11.11 E-SHOPPING FESTIVAL

By David Ma

4-11-2019



One week to go before next Monday’s 11.11 online shopping festival, China’s biggest e-commerce platform Tmall is gearing up to have 3 million bottles of wine ready for consumers to order during the 24-hour carnival.

According to a report in the Guangzhou-based 21st Century Business Herald, the 3m bottles will come from 300 labels produced by wineries from around the world.

The report quoted Wan Zhe, Tmall’s international director for wine and beverage, as saying that about 1m bottles have already cleared customs while the remaining are expected to be cleared on time for the big day next Monday.

It is said that Tmall, which is owned by Chinese e-commerce giant Alibaba, decided to triple its wine stock from last year’s 1m to 3m because of the robust wine sales seen in the 2018 festival.

This is in stark contrast with China Custom’s latest figures which showed a 16.4% slump in wine imports in the first three quarters of 2019.

It is a clear indication that wine sales through online channels are booming amid serious sales decline in traditional channels.

Meanwhile, JD.com, China’s second biggest e-shopping platform owned by tech giant Tencent, has joined hands with Changyu, China’s biggest wine producer, in launching two new wine brands to prepare for next Monday’s shopping festival.

Named ViniPanda and Long-tailed Cats, both brands have affordable price tags to target China’s emerging millennial wine drinkers.

The 11.11 e-shopping festival was a creation of Alibaba which has become more like a global phenomenon in recent years. The company is expecting 500m users, about 100m more than last year, to participate in the 24-hour e-shopping carnival on next Monday.

(the writer can be contacted at: DavidMa@thewinechronicle.com)

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