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News - 17.05.19

Argentina renews its wine promotion strategy on Alibaba

Wines of Argentina and the Argentine Agency of Investments and International Trade present the updated wine sales site for the Chinese market on Tmall, Alibaba's retail platform. The site, which was first launched in 2017, was completely redesigned and now incorporates new wineries and a larger number of labels.

Wines of Argentina (WofA), the organisation responsible for the promotion of Argentine Wine at a global level, and the Argentine Agency for Investment and International Trade, has relaunched and added more products to the official Argentine wine store on Tmall, the online sales channel of the Alibaba group that has 60% direct consumer market share in China. It has more than 490 million users and with its annual operations, invoices more than US $ 450,000 million. It is a key tool for the positioning of Argentine wine on the Asian market.

The renewed site consolidates the brand Vino Argentino among Chinese consumers and strengthens the positioning of wineries that are already present in the market, as well as opening up opportunities for new producers. Some of the wineries that are already available on Tmall are: Andeluna, Argento, Atamisque, Bodega Del Fin del Mundo, Casa Bianchi, Finca Las Moras, Finca Quara, El Porvenir de Cafayate and Los Haroldos. AltaVista, Doña Paula, Lagarde, Monteviejo and Salentein will soon be added.

With an annual growth rate of almost 40%, China ranks as the sixth most important destination for Argentine wine exports in rankings headed by the United States and the United Kingdom (in monetary value it represents USD $ 24,429,000). In terms of consumption, the Asian giant continues to position itself among world leaders, having imported more than 500,000 million litres in 2018. This represents an increase of 1100% in volume between 2007 and 2018. Likewise, the expenditure on imports in dollars is even bigger, since in this same period it grew 1300%, from 184 million in 2007 to 2,600 million in 2018.

"The promotion of these sectorial online stores has been generating very good results with other products, such as meat and prawns. Today, China has the greatest growth potential for Argentine products. Some 130 million Chinese consumers are eager for imported products, which they buy both through traditional channels (physical stores) and non-traditional ones, like e-commerce. Over the last three years we have developed many tools (logistics, promotion and training) to help Argentine companies, and especially SMEs, to get there with theirproducts, "said Alejandro Wagner, General Director of International Trade of the Agency .

Alberto Arizu, President of Wines of Argentina said: China has become a huge challenge for us; a competitive market that Argentina needs to open up so itcan position itself with increasing force, promoting the great diversity and the excellent quality of our wines. There is still a long way to go, but we are constantly searching for opportunities for Argentine Wine. We are confident that this move will allow us to approach Chinese consumers with a very positive response.

In addition to the online platform, during 2019, WofA will continue to concentrate its efforts on strengthening its strategy in Asia through a tour of the continent scheduled for the month of November, which includes participation in major international fairs such as the China International Import Expo (CIIE) ) and ProWine China, as well as tastings in South Korea and Singapore, in addition to the educational activities that are being carried out systematically in the market.

Following this same line, the Strategic Workshop that WofA organises annually to set upcoming guidelines will be focused on China in order to understand where the opportunities for Argentina lie and validate promotional events in the future.