In the past two days, under the Double Dan marketing, the sales of mulled wine on an e-commerce platform have increased by more than 5 times year-on-year. At the same time, traditional Chinese marinades - cinnamon, star anise, etc. have unexpectedly become the best companions of mulled wine, becoming the main force in the "atmosphere group" in winter.
Many mulled wine stall owners said that selling mulled wine is actually not profitable, but it is romantic and fresh enough. With the popularity of mulled wine, major fresh food platforms are also following the trend and playing new tricks. Suddenly, mulled wine packets became a hot item on Christmas Eve, with monthly sales of many items exceeding 30,000 pieces.
This wave of marketing methods has brought a new wave of enthusiasm to the sluggish red wine market. At the same time, the Wine Branch of the China Wine Industry Association also pointed out that it is expected that by 2025, the output of my country's wine industry will reach 700,000 kiloliters, catching up with the annual peak of imported wine volume, with sales revenue reaching 20 billion yuan and profits of 4 billion yuan.
Taking this opportunity, Whale Consultant synthesized the sales volume and sales data of each brand under the red wine category on the JD platform. According to Whale Consultant data, cumulative sales of red wine in 2021 exceeded 12 million pieces, a year-on-year increase of approximately 33%; cumulative sales exceeded 3.6 billion yuan, a year-on-year increase of approximately 50%.
At the same time, combined with the data of red wine best-selling products, the TOP10 brands shortlisted for the 2021 red wine annual hot list were selected. (The following data are all from the Whale Consultant Platform, and the data is as of 2021.11)
Penfolds | Annual sales 640,000+ | Annual sales 480 million+
The cumulative sales of the No. 1 product on the hot list are 7,600+
According to statistics, Penfolds’ overall sales performance this year Ranked first, surpassing Changyu and Great Wall by a small margin, with total annual sales exceeding 640,000 pieces and total sales reaching 480 million yuan. Currently, there are nearly 60 Penfolds-related stores on the JD.com platform.
This year, Penfolds’ hot-listed product “LOT.618 fortified white wine” has sold more than 7,600 pieces on the JD platform, with cumulative sales exceeding 4 million yuan. The lowest price in history of this product was as low as 311 yuan, and the highest price was 668 yuan.
Great Wall | Annual sales 1.45 million + | Annual sales 440 million +
The number one product on the hot list has cumulative sales of 270,000 +
According to statistics, Great Wall ranks second overall this year, and its sales are relatively far behind Penfolds, which ranks first. Smaller, the total sales volume for the year was more than 1.45 million pieces, and the total sales volume exceeded 440 million yuan. Currently, there are more than 100 Great Wall-related stores on the JD.com platform, with more than 1,700 SKUs sold every month.
Through monitoring of hot-selling products, we have calculated that the cumulative sales of Great Wall Cabernet dry red wine on JD.com in 2021 exceeded 270,000 pieces, with cumulative sales exceeding 40 million yuan. The historical lowest price of this product (full box of 6 bottles) was as low as 122 yuan and the highest was 168 yuan.
Changyu | Annual sales volume 1.6 million+ | Annual sales volume 430 million+
The cumulative sales volume of the No. 1 product on the hot list is 110,000+
In 2021, Changyu's brand sales lagged behind Great Wall, ranking third. But in terms of sales, Changyu brand’s red wine sales are the highest among all brands. According to statistics, Changyu's total annual sales exceeded 1.6 million pieces, with total sales reaching 430 million.
The best-selling product of Changyu Wine’s JD.com self-operated flagship store is Cabernet Sauvignon dry red wine. This year, the cumulative sales on the JD.com platform reached 110,000 pieces, with cumulative sales exceeding 27 million yuan. The historical lowest price of this product (pack of 6 bottles) was as low as 212 yuan, and the highest price was 284 yuan. Compared with the previous major brands, the price of this wine is at the low end.
Lafite | Annual sales of 800,000+ | Annual sales of 350 million+
The number one product on the hot list has cumulative sales of 80,000+
As of now, Lafite’s overall strength this year ranks fourth. According to statistics, Lafite's total annual sales exceeded 800,000 pieces, with total sales reaching 350 million yuan. Currently, there are more than 50 Lafite-related stores on the JD.com platform.
Lafite Legend Bordeaux Cabernet Sauvignon dry red wine has been a long-standing hot product of Lafite. This year, the cumulative sales on JD.com have exceeded 80,000 pieces, with cumulative sales reaching 50 million yuan. The historical lowest price of this product (pack of 6 bottles) was as low as 483 yuan, and the highest price was 678 yuan.
Yellow Tail Kangaroo | Annual sales of 370,000+ | Annual sales of 80 million+
The number one product on the hot list has cumulative sales of 36,000+
Yellow Tail Kangaroo is currently ranked fifth, second only to Lafite. According to statistics, more than 370,000 pieces of yellow-tailed kangaroos were sold throughout the year, with total sales reaching more than 80 million yuan. Currently, there are nearly 20 stores related to yellow-tailed kangaroos on the JD.com platform.
This year, Yellow Tail Kangaroo’s colorful series of Shiraz red wine has become Yellow Tail Kangaroo’s annual hot list product, with cumulative sales of 36,000 pieces on JD.com’s platform, and cumulative sales of more than 10 million yuan. The historical lowest price of this product (6 bottles) has been as low as 237 yuan and as high as 316 yuan. The overall price is similar to Changyu’s popular wine.
Montes | Annual sales of 160,000+ | Annual sales of 58 million +
The cumulative sales volume of the No. 1 product on the hot list is 9,500 +
According to statistics, Montes has sold a total of 160,000 pieces throughout the year, with total sales of more than 58 million yuan. Currently, there are more than 20 Montes-related stores on the JD.com platform.
Munster Classic Series Cabernet Sauvignon red wine has always been a hot product of the Munster brand. This year, more than 9,500 pieces have been sold on the JD platform, with cumulative sales exceeding 700,000 yuan. The historical lowest price of this product (single bottle) has been as low as 62 yuan and as high as 79 yuan. The overall price is also low-end.
Olan | Annual sales volume 200,000+ | Annual sales volume 49 million +
Cumulative sales volume of the No. 1 product on the hot list is 48,000 +
According to statistics, Olan’s annual sales totaled more than 200,000 pieces, with total sales reaching more than 49 million yuan .
Olan’s best-selling product, Little Red Riding Hood dry red wine, is also a frequent visitor on the best-selling product list. This year, it has sold a total of 48,000 pieces on the JD.com platform, with cumulative sales exceeding 4 million yuan. The historical lowest price of this product (single bottle) was as low as 72 yuan and the highest was 88 yuan.
Red Devil | Annual sales of 150,000+ | Annual sales of 45 million+
The number one product on the hot list has cumulative sales of 8,000+
According to statistics, the Red Devil has a total sales volume of 150,000 pieces throughout the year, with total sales of more than 45 million yuan. Currently, there are more than 20 stores related to Red Devil on the JD.com platform.
Red Devil’s product on the list is the dry red wine black gold collection series. This year, more than 8,000 pieces have been sold on the JD platform, with cumulative sales reaching more than 5.7 million yuan. The historical lowest price of this product (full box of 6 bottles) was as low as 574 yuan and the highest was 698 yuan.
Duton | Annual sales of 130,000+ | Annual sales of 40 million+
The number one product on the hot list has cumulative sales of 70,000+
According to statistics, Duton’s total annual sales volume is 130,000 pieces, with total sales of more than 40 million yuan.
Mentos series Pagoda dry red wine is Duton’s hot-listed product. This year, the cumulative sales on the JD.com platform reached 70,000 pieces, with cumulative sales reaching 23 million yuan. The historical lowest price of this product (full box of 6 bottles) was as low as 253 yuan and the highest was 358 yuan.
Swan Village | Annual sales of 80,000+ | Annual sales of 35 million+
The cumulative sales volume of the No. 1 product on the hot list is 20,000+
According to statistics, Swan Village’s annual sales totaled 80,000 pieces, with total sales of more than 35 million yuan.
Classic Shiraz Cabernet Sauvignon dry red wine is a popular product of Swan Village. This year, the cumulative sales on JD.com platform reached 20,000 pieces, with cumulative sales reaching 10 million yuan. The historical lowest price of this product (full box of 6 bottles) was as low as 426 yuan and the highest was 598 yuan.
Whale Consultant’s various types of lists are designed to provide companies, merchants or consumers with some data-dimensional thinking, to meet certain data-level needs, and to facilitate different groups of people to have a deeper understanding of the market. We also regularly publish e-commerce industry analysis reports supported by professional data, which may not fully reflect the objective market conditions and can only be used as market reference.
If you want to check the 2021 full-year data or historical data of previous years for other categories on the JD.com platform, please leave a comment or send a private message~
