JD.com’s China’s most prolific retailer, is making a home for Hungarian sweet wines in a new partnership with Grand Tokaj, the largest winery in all of Hungary.
This is Grand Tokaj’s first foray into the Chinese e-commerce market, and who better to partner with for this venture than JD.com. Grand Tokaj will get help with marketing, navigating the difference in making the brand recognizable between China and Hungary. Using the power of logistics, JD.com looks to make sure that customers will be able to get their wine in a timely fashion.
JD.com found there was considerable interest in what Grand Tokaj is selling. Within the first 10 hours of availability, 1,000 bottles of their signature wine, Tokaji Aszu, was purchased in what was a five-day launch event. In that time frame, some 400,000 followers had purchased this wine.
Carol Fung, President of JD FMCG,talked about the room for growth in the Chinese wine market. More young people and women are increasingly looking to foreign markets for their wine.
Gergely Goreckzy, Grnd Tokaj’s CEO, agrees that more Chinese consumers are curious about goods from abroad. He went on to say that the opportunity has opened the door for other businesses back in Hungary, even other wines. With online marketing and tight logistics, Goreczky sees them delivering service in China as those in Hungary, leaving customers with a sense of satisfaction.
JD.com has been the top alcohol vendor in China for three yars running, and in that time they’ve increased by a factor of 10. In 2018 more than 20 alcohol brands were for sale through JD.com, bringing in more than 100 RMB.
JD.com employs consumer-to-manufacturer (C2M) solutions to help alcoholic beverages build up their brands with holistic strategies. These kinds of initiatives customize product presentation to meet customer demand. It’s increased visibility online and in physical stores. For example, Remy Cointreau Group sold smaller cognac bottles on JD.com back in 2017 to meet consumer trends. It sold out quickly during the Singles’ Day Shopping Festival, and is now considered one of the best-selling Remy Cointreau Group items for sale on JD.com.
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