Jingdong, or JD.com is the Chinese e-commerce and regular commerce giant of China. They are constantly introducing new products, as well as importing a huge variety of foods from all around the world for their customers to try. One of these new partnerships is with Grand Tokaj – a sweet wine producing company that is headquartered and based in Hungary. This company has not sold products online in China prior to this, so their decision to choose JD.com is a big one. Jingdong was chosen because of their advanced technology that can help sellers of e-commerce products with their unique analytics and information on what customers desire.
The Grand Tokaj winery makes high quality wines and they are a company backed by the Hungarian government. They are located in the Tokaj-Hegyalja region of Hungary, which is also famous for vineyards and the unique process used there. This process, called ‘noble rot’ which lets the grapes turn into raisins – but only partially. This gives the grapes an overall sweeter flavour. Thus, this creates a sweeter overall wine.
The wines made by Grand Tokaj Company had a promotional launch on JD.com in late April, just when the summer wine season was beginning. The launch was small, only 1,000 bottles of wine, but they were completely sold out within 10 hours of release. In addition, the specific online store allocated to the Grand Tokaj winery has garnered of 400,000 total followers on the site – a huge number.
Grand Tokaj’s success is not surprising, though. JD.com’s analytics predict that more than 75% of Chinese citizens prefer foreign, imported wine to the local Chinese ones. In addition, Jingdong’s huge platform and user analytics are an unparalleled tool in terms of selling in a e-commerce marketplace. So, Grand Tokaj makes a good wine, however, by partnering with JD.com, they are also giving themselves the absolute best tools possible for the job. JD.com is also the biggest alcohol seller in all of China as well. It will be exciting to see how this brand takes off in the future, once the brand joins JD.com on a permanent basis.
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