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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?

Location China

Scope
With the largest e-marketplace at their fingertips, Chinese consumers change their shopping habits faster than any other nation. [1] Millennials are now adding home-delivered wine and beer to the expanding range of items bought through their smartphones. As 18- to 33-year-olds become China’s mainstream alcohol consumers, their eclectic international tastes are best served online – where the widest selection of wine, beers and spirits are just a click and courier service away. [2] But how has Jiuxian become China’s largest alcohol e-tailer?

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