Wine trends: online sales outstrip traditional

Wine sales in China are outstripping the traditional way of selling to the Chinese market, according to latest T-Mall research.

Once a wine merchant would sell their wines into the Chinese market via a physical retail store via an agent based in China. Now, the trend (49%) sell their wine direct to the customer via an online retailing store. See the charts below.

Traditional model


Online Model


This is good news for boutique wineries: you can sell your product direct to the customer.

The only hitch is to ensure that your brand and products are VISIBLE - that is, accompanying the availability of your wine with effective promotion.

The other good news is that Australian wines are holding their own in competition with other countries.


The other significant trend is the growth of the young age groups, 18-22 and 23-28 year olds.


Binary Blue China Connect ensures your brand marketing stays abreast of trends: online sales, youth markets and quality Australian products.

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