In May, Fanagoria wines appeared on sale at one of China’s most important Internet platforms, TMall. In the framework of Fanagoria Winery’s promotion strategy for the Chinese market, we have opened four wine boutiques, and our wines have participated in some of the country’s most significant wine fairs.
“We are constantly looking for new promotion opportunities in China’s market. For instance, together with our Chinese partner, Hong Zhanhai, and with support of the Russian Export Centre, we took part in SIAL China 2018, the largest annual international food fair in the country. It was there where we found the partner who placed our beverages in their [virtual] shop at TMall,” Fanagoria Export Manager Mikhail Leluk explained.
TMall.com is a major trading platform, similar to AliExpress. Fanagoria had a special release of two Muscats, Muscat Amber, and Muscat Rosé, for TMall, altogether 16,000 bottles each, and a batch of Signature Wine No. 1 in 187 ml mignon bottles. Soon, TMall will start selling Fanagoria’s Old Russian Oak brandy, also in 100 ml mignon bottles.
“TMall means a big leap forward for Fanagoria in terms of promotion at China’s market,” Mikhail Leluk says. “However, it would be too early to make any forecasts. The wines have been displayed, nice photos have been taken, and the ad campaign will soon start.”