Chinese cross-border wine marketplace sees orders surge 200 per cent

Rakshnna Pattabiraman

28th Jan 2022

PinJuiFang Wine Marketplace – China’s first cross-border premium wine marketplace giving Chinese people access to high-end wines otherwise unavailable in the country – has recorded 200-per-cent monthly sales growth. 

The platform, owned by ASX-listed Ecargo Holdings and CN Logistics, bypasses traditional channels allowing swifter and easy availability of products while also being approved by Chinese Customs authorities. It now boasts a stock of more than 20,000 wines.

With 25 wine merchants on board, an average order size on PJF Wines is around AU$400 with a basket size of three bottles. The platform has achieved consecutive daily orders in the last 30 days with orders fulfilled within five days of placement. 

The wine marketplace has witnessed speedy growth across all metrics with average browsing sessions lasting seven minutes. The e-store has recorded a growing user rate of 100 per cent or more month-on-month.

Lawrence Lun, CEO at PJFWines, said the platform was solving the appetite for growing wine needs and meeting demands rapidly. “PJFWines was launched to provide Chinese consumers with high-end wines that are highly demanded in the country, but often difficult and expensive to acquire.”

“Our service level and concierge service are emerging as the platform of choice for local consumers that have tried the platform,” he said. 

Wines from 15 countries are available with top sellers from France, Italy, South Africa including labels like Perrier-Jouet Grand Brut NV, Domanine Berthelemot Puligny, and Cloudy Bay are available.