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German Wine Flagship Store Opens on Tmall in China

11/11/2020

Wines of Germany (“The German Wine Institute” or “DWI”) is pleased to announce that the German Wine Flagship Store is officially opened on Tmall (tmall.com) today, coinciding with China’s biggest ecommerce retailer promotion event “Double 11 Global Shopping Festival”.


A grand opening ceremony was presented at China’s leading international wine fair ProWine China, complete with ribbon-cutting, was officiated in the presence of representatives from Wines of Germany China, German Wine Flagship Store operator Shenzhen Misiyuan Wine Company Limited, Mr. Maximilian Hallensleben, Consul and Head of Cultural and Press Affairs of Consulate General of Germany Shanghai, as well as representatives of German wine producers and importers.

Tmall operates the largest e-commerce retail platform in China. In 2019, Tmall recorded RMB2.45 trillion in sales, putting it as the biggest of China’s top 100 retailers and the most used online retail platform. According to a 2019 report by IWSR, a leading source of data and analysis on the beverage alcohol market, imported still wine enjoys the highest share of ecommerce purchases compare with all other alcoholic drinks, with around 25% sold online. The opening of the German Wine Flagship Store on Tmall is thus expected to provide significant headway for online retailing and marketing promotion of German wines, integrating product sales, marketing communications and platform operations under one single channel.

The German Wine Flagship Store on Tmall, officially supported and overseen by Wines of Germany China Office, and operated by Shenzhen Misiyuan Wine Company Limited, represents a milestone in DWI’s 2020 digital strategies in the China market. Benefiting from Germany’s official backing, the outlet-style online mall seeks to provide a one-stop platform for the Chinese consumers to purchase a wide diversity of quality and fairly priced German wines. Meanwhile, German wine importers and producers will enjoy access to an established and highly trusted online retail platform, and benefit from seamless e-commerce integration for German wine retailing.

Additionally, the German Wine Flagship on Tmall will serve as an important platform for DWI’s online communication and education in China. Besides providing a rich repository of wine education videos, all German wines sold on the platform will be accompanied by a detailed introduction of its producing region (categorized by Germany’s 13 major wine-growing regions), authentic tasting notes, serving suggestions, and easy-to-understand German wine classifications. Consumers will be able to enjoy a hassle-free shopping experience and learn basic knowledges about German wine.

On the date of the grand opening, Mrs Monika Reule, Managing Director of DWI and Mr Maximilian Hallensleben, Consul and Head of Cultural and Press Affairs of Consulate General of Germany Shanghai, conveyed their congratulations for the success of the German Wine Flagship Store on Tmall.

The German Wine Flagship Store on Tmall is now officially opened. It features over 100 German wines from over 30 producers, covering all major German grape varieties. Between November 11th and 25th, consumers can enjoy special grand opening sales price on all selected wines and receive attractive gift items with their purchase. Search “German Wine Flagship Store” on Tmall or visit dgptj.tmall.com for a one-stop experience of our delightfully diverse German wines today!

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The Federal Ministry of Food and Agriculture organized a joint stand at Prowine Shanghai, where this year, due to travel restrictions, only Chinese representatives and importers will be exhibiting German wines at a total of 18 stands.

A grand opening ceremony was presented at China’s leading international wine fair ProWine China, complete with ribbon-cutting by Ms Sandy Ting, Asia Sales Manager of Winery Dr. Loosen, Ms Xu Yuan, General Manager of Shenzhen Misiyuan Wine Company Limited, Mr. Maximilian Hallensleben, Consul and Head of Cultural and Press Affairs of the Consulate General of the Federal Republic of Germany Shanghai, Ms Jeuce Huang, Director of Wines of Germany China Office, Mr Mingzhang Huang, President of German Wine Alliance Wine Company Limited and Mr Marius Berlemann, General Manager of Messe Dusseldorf Shanghai (from left to right).

The outlet-style online mall seeks to provide a one-stop platform for the Chinese consumers to purchase a wide diversity of quality and fairly priced German wines.

Wines of Germany China Team offers three masterclasses per day at the information stand.

With 60 participants, the seminar with Master of Wine Fongyee Walker was very well attended at the beginning.