INDUSTRIE DELLE BEVANDE Vol. 48 - JULY/AUGUST 2019

3 - The competitiveness of Italian wines in Chinese e-commerce: focus on the advantages of Piedmont wines on the international market
S. Missaglia - D. Borra - M. Hao - V.M. Merlino

In this study an analysis was made of the progress on the market of Italian wines in Chinese e-commerce, focusing attention on the sales of the most important Piedmont labels. For this purpose, research indexes furnished by one of the most important e-commerce platforms used in China (Taobao) for shopping of all types of products online, were analized. This included the data regarding the sales and prices of Italian wines, obtained from platforms that specialized in the marketing of wines (Yesmywine, Wine9 and Juxian). The research indexes issued by the official software used by Taobao, made it possible to determine the social- demographic profile of the target of Chinese consumers using “Italian wine” and “Italian red wine” based on the keyword used during their research online. The profile of users searching on Taobao for “French wine” and “French red wine” were also identified. The main result that emerged was that Chinese consumers were willing to buy famous wines at quite a high price (for example Barolo). Quite often spumanti from Piedmont and Emilia Romagna were chosen, and also tipical wines from Veneto and Tuscany. Nevertheless, Italian wine cellars do not pay much attention, and do not invest enough to develop the necessary instruments online, to be recognised immediately or to emphasise their difference, in order to maximise their efficiency and increase their profit on the e-commerce market especially in China.

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