May 5, 2019|
Hungarian Sweet Wine Producer Grand Tokaj Chooses JD for China E-Commerce Debut
Discerning wine connoisseurs on JD.com are now able to sample an exciting range of Hungarian sweet wines, thanks to a new partnership between the Chinese e-commerce giant and leading Hungarian winery Grand Tokaj.
Grand Tokaj’s partnership with JD marks the winery’s first foray into the world of Chinese e-commerce. JD will assist the brand with marketing activities and help customize products for the Chinese market through insights provided by JD’s big data analysis. JD’s self-developed nationwide logistics network will further ensure a majority of customers receive their wine on either the same day or the day after placing their order.
Hungarian government-backed Grand Tokaj is the largest winery in Hungary’s historic Tokaj-Hegyalja Wine Region. The sweetness of wines such as Grand Tokaj’s “Tokaji Aszú” range comes from the region’s usage of partially raisined grapes, a traditional process known as ‘noble rot’ which dates back to 1630.
Grand Tokaj’s products have already been well-received by JD’s customers. 1,000 bottles of the winery’s signature Tokaji Aszú were snapped up within the first 10 hours of the brand’s promotional launch period held from April 17 to 22. The brand’s online store attracted over 400,000 followers on the day of its launch alone, a faster accumulation of fans than any other alcohol brand on JD.com apart from baijiu giant Moutai.
JD’s analysis indicates that over three quarters of Chinese customers prefer wine from abroad, especially women, younger consumers and those living in first and second tier cities.
“JD.com is honored to be Grand Tokaj’s first choice online platform for the introduction of their sophisticated sweet wine to the Chinese market,” said Carol Fung, president of JD FMCG. “The Chinese wine market is burgeoning with potential, and demand for high-quality imported wine is increasing. As China’s leading wine retailer, we are excited to further leverage our resources and bring greater choice to Chinese wine fans thirsty for a unique experience.”
“JD.com has an impressive history of bridging the gap between global wine brands and Chinese consumers, and we’re looking forward seeing the results of this new partnership,” said Gergely Goreczky, CEO of Grand Tokaj. “The introduction of Grand Tokaj products on JD serves as the ideal introduction to Hungary’s rich and varied tradition of wine-making for Chinese consumers. JD’s expertise in online marketing and logistics will ensure that customers receive a superior level of service consistent with the care we put into the making of our wines.”
For the last three years JD.com has consistently ranked as the leading online retailer for alcoholic beverages, and alcohol sales on JD have increased by a factor of ten within the past six years. More than twenty alcohol brands achieved sales of more than 100 million RMB in 2018 on the JD platform, with sales of Moutai surpassing 1 billion RMB.
JD helps alcoholic beverage brands develop in the market through a holistic strategy including CRM solutions, online and offline retail channels and its unique Customer-to-Manufacturer (C2M) initiatives designed to meet the evolving demands of consumers through customized product offerings. In 2017, Rémy Cointreau Group launched a special, smaller-sized cognac bottle on JD.com based on JD’s user behavior analysis. This smaller bottle was developed specifically for JD’s customers, and sold out quickly when it was first launched online during the 2017 Singles’ Day Shopping Festival. By the end of 2018, the product was one of the best-selling items among all Rémy Cointreau Group’s products on JD.com.