According to Rabobank research, Chinese wine consumers have become much more price-sensitive and value-oriented, resulted in suppliers from Spain, Chile and Italy establishing a stronger presence in the market. Wine sales predominately with red wines, which are over 70% in total market share. In addition, consumer profile shift toward to younger retail consumers, who are willing to purchase wine for their own personal and social consumption, rather than a gift. The average age of subscribers to Alibaba’s B to C sales platform Tmall is 27, which is an important platform to engage with younger consumers.

• Accredited to:
• M. Lai