JD.com reveals 423% increase in premium wine sales during Chinese New Year

Chinese e-commerce giant JD.com has revealed a report on Chinese consumers’ spending on wine and liquor during this year’s celebrations.

Chinese new year shopping is one of the peak seasons for the consumer market. Chinese leading e-commerce platform JD.com revealed in a sales report that Chinese baijiu ranked first for gift box options given to seniors from younger loved ones aged 20-40 years old.

Other top gifts given from young to old belonged to the food category, namely nuts, dairy products, biscuits and tea leaves.

The report also mentions that 60% of consumers prefer to gift products that originate from their hometown. In the wine and liquor category, for example, JD.com noted a rise of Ningxia wine in particular. In fact, Chinese wines proved very popular during Chinese New Year celebrations, with a 9-fold boost in sales in December compared with the same period in 2020.

Premium wines recorded a 423% year-on-year increase, while the rise of premium single malt whisky was 218% year-on-year in December.

Another significant trend noted in the report was the gradual shift to health conscious products, such as low/no alcohol liquor, which saw 11% year-on-year growth in December.

In fact, during Double 11 – the major shopping spree festival in the country – low/no products were among the most popular for first-time consumers in the wine and liquor category.

Premixed drinks and fruit wine were also sought-after for the New Year with a 143% year-on-year increase in sales.