Alibaba's Tmall launches Australian wine flagship store

Date : 05 September 2016

The flagship online store featuring Australian wine has been launched on Alibaba's B2C platform Tmall.com, providing an opportunity for Aussie winemakers to tap into the growing Chinese market.

The online store

The new wine store, which is supported by Wine Australia and operated by Chinese online wine retailer Vinehoo.com, will initially stock 10 brands from eight wine regions including Brokenwood, Coriole, John Duval, Pikes and Voyager Estate. A further 20 brands are to be listed in the coming months.

Vinehoo.com will facilitate fulfilment and provide a platform to build the profile of Australian wines and regions among Chinese consumers.

The store was timely launched just before the Tmall 9.9 Global Wine and Spirits Festival, an online event aimed at introducing global wine and spirit brands to Chinese consumers.

Opportunity to tap into the Chinese market

China's wine culture is still evolving, and more Chinese consumers are looking online for premium products. Maggie Zhou, Managing Director of Australia and New Zealand markets for Alibaba said: “The partnership between Tmall and Wine Australia will allow local winemakers to access the 434 million active consumers across our China retail marketplaces. As the domestic wine sector in China is yet to reach maturity and Australian wines are considered world-class and come at varied price points, the opportunity to sell to China’s burgeoning middle class is significant.

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