Chinese importer ASC Fine Wines intends to bring more wine brands to its online shop, amid making major investments on digital distribution channels.
ASC promised to present a ‘wider range of choice’ on its online store hosted on Alibaba’s Tmall.com, one of the biggest online stores in China. Special discounts and offline events are set to be implemented to promote the new initiative, announced the importer at its 20th anniversary ceremony earlier this week.
The move came after Alibaba announced its plans to host the first ‘Tmall Global Wine Festival’on 9th September later this year, aiming to duplicate the success it has achieved through its ‘Singles’ Day (November 11th)’ online sales campaign.
By working closer with Alibaba, the importer aims to ‘find out the most effective way to introduce ASC’s fine wine selection to wine-lovers, especially young consumers,’ said Bruno Baudry, CEO of ASC Fine Wines.
Alibaba, on the other hand, supports the move as it intents to promote wine ‘as part of a healthy and tasteful lifestyle’, said Fang Wai, Tmall’s General Manager of Fast-moving Consumer Goods, who signed a ‘Letter of Intention for Strategic Partnership’ with the CEO.
In a previous interview, Baudry told DecanterChina.com that ASC expected to double its online sales in the next two to three years, and intended to expand its portfolio to more ‘affordable’ wines.
As an initial result to the new move, online distribution now accounts for 18% of ASC’s overall sales in the first three month of 2016, said the CEO.
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