Changyu rakes in over €1.71m on China’s Singles’ Day

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.