由 caicai8478 Cross-border e-commerce platforms provide a new global channel for Chinese wine exports. By breaking traditional trade barriers through digital means, they are becoming an important engine for promoting the “going global” of Chinese wine culture. The following analyzes its support mechanism and specific strategies from multiple dimensions:
- Solve the pain points of traditional exports
Lower the channel threshold
Bypassing overseas multi-level distributors and directly connecting to end consumers (D2C model), such as Moutai achieving premium sales through Amazon Overseas Station
Solve the problem of overseas channel construction for small and medium-sized wine companies, Ningxia Helan Mountain East Foothill Winery Cluster reaches 50+ countries through Alibaba International Station
Simplify compliance procedures
The platform provides a “one-stop” customs clearance solution: Cainiao Network customizes EU customs declaration code pre-examination services for Changyu Wine
Digital origin certification: Wuliangye uses blockchain technology to realize the chain of export certificates, and customs clearance efficiency is increased by 40%
- Precision market penetration strategy
Data-driven product selection
Use platform consumption big data : JD.com’s global sales data shows that the demand for 12°-15° rice wine in Southeast Asia has increased by 300% year-on-year
A/B test packaging design: Fenjiu launched a 375ml small-capacity + Arabic label version for the Middle East market, and the conversion rate increased by 2 times
Scenario marketing
Cultural bundling output: Shaoxing rice wine planned the “Twenty-four Solar Terms Drinking Guide” content marketing on Lazada
KOL ecological construction: Luzhou Laojiao and YouTube bartenders created a series of “Chinese Baijiu Cocktail” videos, driving a 5-fold increase in search volume
III. Deep empowerment of the value chain
Supply chain innovation
Smart logistics solutions: Yanghe shares achieved 3-day delivery in the Korean market through AliExpress Weihai Preferred Warehouse
Dynamic inventory management: Xifeng Liquor uses Shopify ERP system realizes automatic replenishment of overseas warehouses in Europe and the United States
Building brand premium
Construction of digital museum: Guyue Longshan established a “Huangjiu Culture Virtual Exhibition Hall” on eBay, and the average customer price increased by 28%
Certification system docking: Xijiu completed the visualization of FDA certification labels through Temu US station
IV. Breakthrough cases in emerging markets
African market: Tsingtao Beer adopts the “mobile payment + community group purchase” model on the Jumia platform, and its sales volume increased by 170% year-on-year in 2023
Muslim market: After Ningxia Helan Qingxue Winery obtained Halal certification, it achieved daily sales of thousands of bottles during Ramadan through SHEIN Middle East
V. Future upgrade path
Technology integration: AR technology realizes “cloud tasting”, and Moutai plans to launch NFT digital wine certificates
ESG value-added: Special traffic support for carbon neutral certified wines, such as Fenjiu photovoltaic brewing story marketing
Localization 2.0: Establish a localized operation team in TikTok Shop to incubate overseas wine vertical anchors
Through cross-border e-commerce platforms, China’s wine exports are upgrading from “commodity trade” to “cultural trade”. According to data from the General Administration of Customs, in 2023, cross-border e-commerce channel wine exports increased by 67% year-on-year, becoming one of the fastest growing categories. The next step is to focus on breaking through bottlenecks such as the high proportion of logistics costs (currently an average of 25%) and the shortage of digital marketing talents in the target country. It is recommended that companies make good use of the special support policies of the “cross-border e-commerce comprehensive pilot zones” in various places to build differentiated overseas competitiveness.