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  • How has e-commerce revitalised China’s wine market?
  • How has e-commerce revitalised China’s wine market?
    Nihaoitaly (2014) ©
CASE STUDY

Jiuxian: selling wine online in China

Chinese wine used to be poor quality, made for export, and marked-up at inflated prices. But now it's the biggest market for red wine, with Chinese people buying 1.86 billion bottles in 2013. How did Jiuxian create wine connoisseurs and become China’s largest alcohol e-tailer?