Making wines that stand in the company of the world’s finest wines is the guiding philosophy Robert Mondavi Winery in Napa Valley, California, and bottling that brand message in a faraway market like China is important.
That may be hard to pull off when its cabernet sauvignon and sauvignon blanc sit on shelves with dozens of other brands in brick-and-mortar stores in Beijing and Shanghai, as there’s no way for China’s wine aficionados to understand the wine or the winery’s history.
But on Tmall.com, Alibaba’s business-to-consumer online marketplace, consumers receive all the information they need to make good buying decisions. The site, in effect, becomes as much about education as commerce. Berny Yang, Robert Mondavi Winery’s vice president for China, says “wine isn’t a new product in China, but imported wine is a hot item and a fast-growing sector. Providing our consumers with the right tools to be educated will leverage their buying power.”
Through Tmall.com the company has built up profiles of different types of Chinese consumers and is able to both advise on wine choices and pairings, as well as ensure that there’s a Robert Mondavi Winery wine available for each consumer.