Tmall.com offers Robert Mondavi wines to launch ‘Tmall Vineyard Direct’ project

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Tmall.com, the third-party online platform for brands and retailers under the Alibaba Group has launched a new project to sell wines sourced directly from wineries globally.

The launch of the ‘Tmall Vineyard Direct’ project was marked by the opening of the Robert Mondavi wines exclusive flagship store on the online marketplace.

According to the report from the Chinese customs, the USA is the sixth biggest country of origin for imported wines to China. In the first seven months of 2015, the volume of imported American wines is 6,871,189 Litres, whilst France and Australia shipped 92,221,755 and 31,366,459 Litres of bottled wines to China respectively.

‘We are hoping to break the cycle of depending only on pricing to guide consumption habits, and see American wines as representing a great balance of quality, value, heritage, and growth opportunity,’ Gary Clubb, head of international business development at Tmall.com, told DecanterChina.com.

‘We are honoured that Robert Mondavi, one of the most reputed wine brands in the US and in the world, has chosen Tmall as the exclusive online platform to grow their business in China.’

Selling wines ‘directly sourced from the producer’ has been adopted by many Chinese B2C websites. DecanterChina.com has previously reported on JD.com and Amazon China (Amazon.cn) beginning to sell wines directly imported from the wineries.

The ‘Tmall Vineyard Direct’ project, on the other hand, provides an online platform for wineries to approach the consumers directly.

Wines sold in Robert Mondavi’s Tmall.com store include Robert Mondavi Winery’s Napa Valley Wines, Robert Mondavi Private Selection, Woodbridge by Robert Mondavi, and Twin Oaks by Robert Mondavi.

‘This exclusive flagship store on Tmall allows us to sell our wines to Chinese consumers in a marketplace which we believe will build our brand.’ said Philip Kingston, SVP of international of the Constellation Brands that owns the Robert Mondavi brand.

According to figures from Tmall.com, it currently has 367 million buyers on the platform. Last year, Tmall.com’s Singles Day sales revenue reached CNY57.1 billion (USD9 billion).

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