Join the Wine Australia Flagship Store on Alibaba’s TMall, and have the chance to participate in China's largest and most influential e-commerce channel.

TMall.com is an open business-to-consumer (B2C) platform enabling businesses world-wide to reach China’s vast and growing consumer market. It is the most visited B2C online retail website in China with over 10 million merchants and two billion consumers. With the power of Alibaba behind it, TMall is primarily a sales and marketing platform; a combination of technologies developed by Alibaba, that can be utilised by businesses to drive retail sales and brand awareness at a scale that suits the business’ strategy.

The Wine Australia Flagship Store offers a platform for the industry to raise brand awareness, provide educational content and drive brand interaction and engagement. With 49% of upper-middle class imported wine drinkers purchasing online, the flagship store provides wineries and brand owners an opportunity to access this consumer base and leverage a significant and influential e-commerce channel.

Visit the Australian wine TMall store here  

If access to e-commerce is part of your strategy but are concerned about the process, then the Wine Australia store could help solve this dilemma providing the operational disciplines and influence you need. The process to list your brand on the store and start “achieving/learning” is relatively straightforward.

Shenzhen Misiyuan Wine Company Limited operates the store on behalf of Wine Australia but on an arm’s length basis, and Wine Australia has worked closely with them to develop simple guidelines to assist you in the process of operating here, whilst ensuring the development of a mutually beneficial relationship with your business and Shenzhen Misiyuan Wine Company Limited.

How to sell your brand on the Wine Australia Flagship Store

  1. Use the guidelines below to develop a formal Cooperation Agreement and Sales Authorisation Agreement with Shenzhen Misiyuan Wine Company Limited. The winery/brand owner and the store operator should agree this together, and all business parameters and operating contracts are strictly between the two parties. The document here is a suggestion only, and each winery/brand owner must assess its own needs and approach this agreement as it applies to them. Wine Australia can assist in this process if required, but cannot be a party to the Agreement.
  2. With terms of engagement agreed, Shenzhen Misiyuan Wine Company Limited will apply to TMall for authorisation to list your brand on the Wine Australia Flagship store. This authorisation is only required once at a brand level with annual renewal, and allows for any number of SKUs under that brand to be listed on the store.
  3. Once the brand is listed, Shenzhen Misiyuan Wine Company Limited will manage everything else under the terms of the Cooperation Agreement you would enter into – logistics, operations concerning stock and order fulfilment, promotions, customer service and pricing.
Shenzhen Misiyuan Wine Company Limited contact details: Xu XinSon (Eathon) xuxinson.xu@qq.com

Download the Cooperation Agreement Guidelines

All wineries/brand owners should list their brand/s on this store at their own discretion and must liaise directly with Shenzhen Misiyuan Wine Company Limited for any issues relating to the listing of their brand/s on the store.

Wine Australia will, from time to time, invest in overarching marketing activity within this store extra to that dictated by TMall themselves, which the store is obligated to participate in. Wineries/brand owners are able to negotiate and invest in their own brand marketing on the store directly with Shenzhen Misiyuan Wine Company Limited.

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