Changyu Rakes In Over €1.71M On China's Singles'Day
Date£º
2016-11-15 12:11 Source£º
www.thedrinksbusiness.com Author:
Natalie Wang Translator:
Wine sales at China¡¯s Changyu totalled RMB 12.68 million (€1.71 million euros) on China¡¯s Singles¡¯ Day, making it the only wine retailer in the 10 top performing wine and spirits shops on Alibaba¡¯s Tmall.com.
One of Changyu¡¯s wineries in Ningxia (Photo credit: Changyu)
The winery says its sales surpassed RMB 1 million (€136,000) within just seven minutes of the Single¡¯s Day on 11 November, which Alibaba and other e-commerce companies have turned into a nationwide online shopping bonanza. Its Cabernets moved particularly fast among consumers, it added.
This year, the online shopping festival generated close to US$18 billion for Alibaba group in one day, smashing last year¡¯s record of US$14.3 billion.
Changyu¡¯s warehouse workers are busy packing and delivery wine orders for the Singles¡¯ Day (Photo credit: Changyu)
Changyu tapped into e-commerce in 2009 and established a dedicated e-commerce office branch in 2013 to drive online wine sales. Different from traditional brick-and-mortar stores, the winery selected wines that cater to a younger consumer group for its online sales. In addition to price promotion, Changyu used pre-sale orders, lucky draws and winery tour to attract consumer attention to drum up sales, the company added.