As Chinese consumers increasingly search for the most convenient method to satisfy their shopping needs, JD.com looks for new markets to reach into. With a sprawling logistics network, China’s largest retailer is the method of choice for foreign products to branch out into a consumer base of more than 300 million. Grand Tokaj is betting on that tech and those consumers to lift their brand and find success in this large and competitive market.
The Hungarian wine maker has forged a working relationship with JD.com. This will give Grand Tokaj some guidance and assistance with marketing by the retailer. This will provide insights into consumer habits in China, and the differentials separating this market with their more familiar counterparts in Hungary and throughout Europe. And with an infrastructure that ensures accurate and timely delivery, Grand Tokaj is set to make a good first impression on those willing to give their wine a chance.
Luckily, there seems to be quite a few young Chinese people thirsty for Hungarian wine. Grand Tokaj had been available for only 10 hours when 1,000 bottles of their Taki Aszu, a prized label, was sold off. During their five-day launch event, Grand Tokaj had made their way into more than 400,000 shopping carts.
Chinese consumers have no shortage of options when it comes to shopping for alcohol, and JD.com has worked hard to make it to the top of the list over the last three years. Transaction data is collected to build up their consumer-to-manufacturer (C2M) model that helps shoppers become more familiar with brands their suit their tastes and budgets.
This increased visibility has helped the Remy Cointreau Group succeed online. In 2017, their small cognac bottles sold out during that year’s Singles’ Day Shopping Festival. It remains one of their best selling products on JD.com.
for Carol Fung, President for JD’s FMCG, Chinese urbanites are open to shopping for foreign brands, including alcohol. Young women in particular are a key shopping demographic which can help Grand Tokaj find success in China.
Gergelt Goreckzy, CEO for Grand Tokaj, is also betting on young people’s curiosity welcoming them to China, and hopes that other brands from Hungary can find their market here as well.
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