China’s biggest wine producer Changyu Pioneer Wine Co.(Changyu) has teamed up with online shopping giant Alibaba to produce a series of micro movies called “Wine Strategy” to take wine education to a next level.
The filming of the first season of “Wine Strategy” has recently been kicked off by a ceremony held in Alibaba’s headquarters in Hangzhou in eastern China. In the ceremony, Changyu and Alibaba sealed a strategic partnership to “accelerate” the wine producer’s “digital transformation”.
To be produced by China’s forefront digital marketing companies including Attention DMA and Fun Studio, the micro movies will take a down-to-earth and humorous approach on wines featuring Changyu’s own wine educators.
Their target audience are Chinese millenials between 20 and 30 years of age, mostly white-collar urban workers. These are young consumers who have developed interests in wines, have got the money to spare yet lacking sophisticated knowledge.
“Wine Strategy” will be broadcast on Alibaba’s domestic platform Tmall, China’s video sharing site Youku and other major platforms.
Also included in the strategic partnership between Changyu and Alibaba is the access to the data of Tmall's high-net-worth users. Changyu will be able to invite target audience to attend tasting events and winery tours to cultivate potential customers.
At the same time, Alibaba will provide online and offline data to support Changyu’s market targeting and product creation projects.
Changyu first opened an online flagship store on the Tmall platform in 2009. In the past 9 years, the company’s online sales increased 7000 times, it achieved sales of RMB18.23 million in the 11 November singleton shopping festival last year, ranking first among all Tmall’s wine stores.
(the writer can be contacted at: SLawMathews@thewinechronicle.com)