This month, Chinese online retail store, Tmall launched a flagship Australian wine store, offering another avenue for Chinese consumers to purchase Australian wines. The online store is operated by Vinehoo.com, one of China’s leading online wine retailers.

Currently, there are 11 Australian brands listed in the store and around 20 more are being considered for approval with plans to expand further in the coming months.

We’ve been inundated with requests for more information, so here are some FAQ’s to help provide all the details you need in order to understand how the process works and what you need to do if you want to get involved.

Frequently asked questions

Frequently asked questions

Q
Can I sell my wine on Tmall??
A

The Tmall store is open to both existing and new-to-market brands that can meet the selection criteria and have all the required documents on importing, distributing, and sales on wine issued by Chinese government.

Q
Criteria to sell wine on the Tmall store?
A
  • Suppliers must be an Australian winery or a winery brand
  • At least one wine from the brand needs to have been awarded 90 points, a silver medal or above, or equivalent from an international reputable third party
  • The brand must be available in the Australian retail market
  • Each brand can propose up to six wines, including four red wines and two white wines
  • Wine regions or states are welcome to be involved, working with local wineries 
Q
What is Vinehoo's role??
A

The Vinehoo team is responsible for selecting all the wines, discussing and managing the supply agreement, importing wines and gaining a clearing from Customs if the wine is not already available in the market. The Vinehoo team will be the direct contact for the supplier and manage the store, including the page design, imagery and descriptions.

Q
Who is the target market??
A

The Australian Wine store aims to engage mass consumers and online buyers, mostly younger generation and middle-income classes who have an online shopping habit and an interest towards diversified wines.

Q
What is the desired price point??
A

A competitive retail price is a plus when selecting your wines. China is an emerging market and while mass consumers need a lot of education on wine appreciation, it would be most appealing to online consumers if the price ranges from 80 to 200 RMB ($15 - $40AUD). However, wines with a higher price point are also welcome, to showcase the range and promote the message around high quality Australian fine wine.

Q
What are the opportunities with Tmall??
A

It is a good branding opportunity to gain exposure and showcase your wine online to a large audience of mass consumers in China. The channel offers a potential sales opportunity to a reach a broader and new range of online customers, it also helps raise the profile of Australian wine in the China market.

Q
Are there any promotions available with Tmall??
A

Wine Australia will work with Vinehoo on different promotions to help promote the brands listed in the shop, especially sale days or shopping festivals like Singles Day on 11 November, which is the largest shopping festival in the world.

Q
I want to get involved, what do I need to do??
A
  1. Please get in contact with the Vinehoo team if you are interested in selling your wine in the Australian Wine store. The best contacts are:
  2. Discuss your brand, wines and price points with Vinehoo and confirm the supply agreement
  3. Once Vinehoo receives all the relevant information from you, they will submit your brand information to Tmall for approval. Tmall will take at a minimum of 25 working days to manage the approval
  4. Once you’ve been approved, Vinehoo will upload your information onto the Australian wine store

A note for new-to-market wine brands:

It could be hard for Vinehoo to estimate the sales volume for any new brand on the Tmall store given it is a new initiative, making it hard for them just to import some cases for the Tmall store only. However, it’s worth knowing that Vinehoo has other sales channels, like its flashsale at Wineyun.com, off-trade retailers, and on-trade restaurants. So Vinehoo may consider whether the new brand is suitable for any of their other sales channels when they speak to new-to-market brands.

Q
Approximately how long does the process take??
A

Vinehoo will take some time reviewing your submitted brands and SKU, and will discuss with you the details of supply agreement. Officially, it then takes 25 working days for Tmall to approve an individual brand after all the required documents are submitted.

View all
North America market programs
According to Euromonitor, 345 million cases were sold in the US in 2015, up 2.1 per cent.
UK/Europe marketing programs
The United Kingdom (UK) continues to be the largest importer of Australian wine by volume.
Asia Pacific market programs
We offer a range of activities designed to excite and educate wine professionals across Asia of Australia’s fine wine.
Market programs
A list of opportunities available in each market.

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