NINGXIA: WINE EXPORTS GREW 46.4% IN 2020, DOMESTIC DEMANDS BOOSTED BY TV DRAMA
By Tony Zhu
Source: Ningxia Autonomous Region Government
Export of wines from China's Ningxia wine region have increased 46.4 percent in 2020, while sales in domestic market grew exponentially in recent weeks thanks to a popular TV drama about the development story of the far-flung inland province.
According to statistics released by local customs office, Ningxia's wine exports in 2020 reached RMB2.65million (USD410,850), an increase of 46.4 percent year-on-year.
Though still a niche trade, the main export markets are the United States, the European Union, Australia and Japan.
Meanwhile, Chinese media reports said sales of Ningxia wines on major e-commerce channels like Tmall and JD.com skyrocketed in recent weeks.
It was said orders for Ningxia wines on e-commerce channels grew from about 100 orders a day to over 1000 orders a day recently.
Ningxia wines caught attention of Chinese consumers thanks to a hugely popular TV drama called “Minning Town” which depicts stories about the creation of a new town in Ningxia by migrants from infertile mountainous areas as part of China’s poverty eradication program.
Ningxia is China’s biggest wine region, the area had 496,000mu (33,066 hectares) of farmland under vine at the end of 2019, which is about a quarter of China’s total vine areas. The region produces about 130mn bottles of wine annually with an output value of about RMB26.1bn.
In June last year, Chinese President Xi Jinping paid a visit to a Ningxia winery as part of his 3-day trip to grasp the latest developments in the Ningxia autonomous region.
His visit boosted morale of China’s wine-making industry which has been hit hard by the COVID-19 pandemic on top of fierce competition from imported wines and ever-increasing production costs.
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