Red Devil, a wine brand owned by Chilean Concha Group, announced that it has officially entered Tmall.
html On September 21, Red Devil, a wine brand owned by Chilean Concha Group, announced its official entry into Tmall and opened the official Tmall Red Devil flagship store. Rodrigo Jackson, Executive Director of Central Asia of the Concha Group, Ignacio Concha, Consul General of Chile in Shanghai, and Julio Alonso, Asia Pacific Director of the Chilean Wine Association, personally visited the headquarters of Alibaba Group in Hangzhou and met with Alibaba Wang Wei, Director of Globalization Strategy of Baba Group, and Cheng Yan, Director of Tmall FMCG Liquor, jointly held a press conference to witness this important moment.
At the press conference, Conglu Group expressed its great importance to the Chinese market: the Red Devil brand will take advantage of the strong channel advantages of the Tmall platform and focus on the purchasing needs of Chinese consumers to comprehensively upgrade the online brand experience and demonstrate its The diverse charms of Chile’s legendary wine brand.
Magic upgrade, brand all-round empowerment
As a well-known wine brand in Chile and even around the world, Red Devil continues to expand its brand concept of "legendary wine" around the world. This joint effort with and Alibaba also marks the brand's comprehensive upgrade of e-commerce retail in China. The flagship store will sell high-end Reserva Privada, Devil's Collection, the most popular Reserva and limited edition Manchester United Legendary Collection and Devilish Release) and other brand products, in order to provide a better online consumption experience and meet the diversified consumption needs of Chinese consumers.
"We are very happy and proud of the opening of the Tmall Red Devil official flagship store." Rodrigo Jackson said, "The consumption of Red Devil products in China has grown strongly every year. I believe that not only For Red Devil, China is already a key market for the entire Chilean wine industry. Online sales channels such as Tmall will be the best bridge for us to reach tens of millions of online consumers. "
has settled in Tmall to deeply explore the new retail of wine.
. According to the "2018 Tmall Drinks Online Consumption Data Report" released by China Business Data Center (CBNData) and Tmall, with the continuous rise of new middle-class consumer groups and the rapid development of e-commerce channels, the quality of the consumption structure The transformation continues to promote the continuous increase in the scale of online alcohol transactions. In 2017-18, the amount of online alcohol consumption increased by more than 30% year-on-year. The young consumer groups born in the 1990s and 1995s have gradually grown into the main driving force for online alcohol consumption. Their consumption characteristics such as diversification, personalization, convenience seeking, and love for early adopters are profoundly affecting the consumption pattern of the alcohol industry. .
Faced with the changing needs of Chinese consumers, the Red Devil brand responded quickly. This year, it not only introduces new products in the product line to create a personalized "rebellious" wine selection Black Gold Collection for Millennials, but also continues to reach strategic cooperation with a number of e-commerce platforms. Tmall is the core platform for online shopping mall operations for imported wine brands. Its complete and mature operation end, content end, marketing end, and accurate big data analysis capabilities will help the Red Devil brand to better understand wine consumption trends and trends. User preferences, thereby reaching consumers more directly and accurately, and achieving all-round brand upgrades under new retail.
A century-old wine, continuing the legend with new glory
Red Devil, as the world’s most famous Chilean legendary wine brand, has attracted millions of wine lovers with its excellent and stable quality, and has won many international awards and honors. A 2018 report released by the influential British wine research organization Wine Intelligence shows that Red Devil was selected as the top five wine brands by Chinese consumers in terms of purchasing preference and recommendation, which is enough to show that China Consumer support and trust in Red Devil.
China is one of the most important markets for Red Devil and the fastest expanding market in recent years. In the latest 2018 version of the legendary wine brand image promotional video released by Red Devil, in addition to the country of origin, Chile, many scenes were shot in famous landmarks in China.The legendary wine series originated from the story of the Red Devil brand: Don Melchor, the founder, in order to protect the wine, suddenly spread the news that the wine was guarded by the devil himself, and the legend of the Devil's Winery soon spread like wildfire. . Nowadays, Red Devil has long become the largest wine tasting house in Chile, and the well-known guardian legend has become timeless with the changes of the times, transformed into a product with rich personality, accompanying everyone.
In the future, Red Devil will also uphold its consistent brewing craftsmanship, continue to write the brand legend with the innovative spirit of daring to change, interpret the unique charm brought by Chile's high-quality terroir with high quality, and allow more consumers to enjoy the ultimate charm of legendary wines. .
