The Chateau Lafite Rothschild of France recently announced it would establish a partnership with China's e-commerce company JD.com to sell its wines.
Under the arrangement, JD Mall will become the exclusive online distributor of Legend Medoc wines of the Chateau Lafite Rothschild.
Meanwhile, both parties will jointly establish an exclusive membership system, in order to offer a high quality experience for wine lovers.
The membership system will effectively integrate the both parties' strengths and resources, and tailor a series of offline interactive activities themed around wine. This will help optimize the shopping experience of consumers who buy products from Chateau Lafite Rothschild, as well as improve their loyalty to the platform and brand, according to the plan.
According to JD.com, it will also vigorously promote Legend Medoc wines, and provide tailor-made packages and services so as to meet the diversified demand of consumers.
It will carry out more offline training and tasting activities regularly, a move to promote the spread of wine culture in China, it said.
"Wines are an important sales category at JD Mall, and so far wines from France account for about 50 percent of total wines. We hope to work with Chateau Lafite Rothschild to explore new directions of the future wine market," said Feng Yi, president of the consumer division of JD Mall.
"JD Mall has a wide range of mobile users, quick logistics and a one-stop shopping service. We are very delighted to carry out more in-depth cooperation with JD, and explore more diversified business models. It will allow Chinese consumers to buy affordable quality wines from Lafite Rothschild in a convenient way," said Michel Négrier, global exporting director of Chateau Lafite Rothschild.
The company also announced it would change the logo of its Legend series wines so as to further improve brand recognition.
