The facts about China’s e-commerce market

What are the wine sales figures online?

Much is talked about the importance of e-commerce in China, but overall alcoholic sales including baijiu, beer and wine only account for some 6% of all online sales, of which baijiu sales still took the lion’s share.

The majority of online wine sales are believed to focus on mid and lower priced bottles, but a recent report by Exact Data, a Chengdu-based drinks industry research firm, suggested a growing premiumisation trend online. In the year ending this July, 59 million bottles of both domestic and imported wine worth RMB 5.25 billion (US$757 million) were sold through JD.com, Tmall and Taobao, the B2B platform of Alibaba. Compared with the same period last year, the value had increased by 33% but the volume declined by 19%, suggesting a trade-up trend, according to the firm.

Most of the growth in value came from wines priced at RMB 500 (US$72) a bottle and above to make up 42% of sales value generated in year ending July 2018, it continued.

This year, the country’s online alcoholic drinks sales are expected to reach RMB 100 billion (US$14.4 billion), based on forecasts in a joint report by Tmall and Moët Hennessy.

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