Chengdu Food and Drinks Fair: Chinese online wine shops plan to raise their game


Three of China’s biggest online distributors of alcoholic beverages,, and have set out plans to significantly increase their service for wine lovers, announced during Chengdu Food and Drinks Fair.

With more generic online stores are heading towards the wine business, the ‘professional’ online wine and spirits shops are striving to unite resources and to build a ‘closed ring’, or their own ‘eco-system’, which links up producers, distributors, logistics services and consumers. to follow ‘Alibaba model’ is set to change its identity from ‘wine and spirit seller’ to a ‘platform that help companies sell wines’ in the next few years to come.

Following the ‘Alibaba model’, the online wine and spirits shop intends to become a platform that assist producers, distributers, clients and logistic companies to come together, said YANG Lingjiang, managing director of this week, adding that the company aims to ‘achieve CNY100bn revenue’ by 2019 by ‘opening up its resources to all’.

Meanwhile, the online shop also announced its cooperation with Baidu Nuomi, a mobile-based group-buying service owned by China’s biggest search engine Baidu. Consumers in certain cities in China are expected to enjoy a fast delivery service supported by the company’s 600 offline stores in 300 cities in China, said the company. to enhance off-line distribution is set to strengthen its offline distribution network by involving more local wine stores to its ‘Jiukuaidao (‘deliver fast’)’ service. The service is designed to help consumers to locate their nearest wine and spirit shops, search for its products, buy online and get it delivered immediately.

The company aims to involve ‘over 5000’ end distributors in three years, said Hao Hongfeng, president of

The company recently announced its intention to boost its imported wine business due to ‘increased demand’ among Chinese consumers.

Also read: Chinese online liquor retailer Jiuxian set to boost imported wine business content-focused promotion

Owned by online video company Leshi Internet Information & Technology (or LeEco), intents to convert Leshi’s ‘20m paid users’ into alcoholic beverage consumers through a ‘wine channel 乐视美酒’, and various advertisements in the popular TV shows funded and exclusively broadcasted through, said LI Rui, CEO of

Working directly with international wine producers, including Concha y Toro, is also set to enhance its own delivery service with the assistance of the Leshi group’s resources.

‘Online shops shouldn’t only deliver the product to consumers,’ said LI Rui, adding that ‘emotional attachment’ to the products and ‘multi-dimensional’ service are the key to attract loyal customers.

Total online retail sales of physical, consumer goods in China rose by 32% in 2015, to reach 3.2tn yuan, or US$492bn, according to Chinese government figures.

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