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Chianti wine star of e-commerce in China

Second research of the major digital platform for agri-food

The demand for Chianti wine on the Chinese market is growing: according to reports from Pinduoduo, the largest e-commerce platform for the agri-food industry in China, Chianti is among the most requested Italian brands, in the context of an increase in demand for products flying the tricolor flag. A recent livestream held by Pinduoduo to promote Italian wines, as part of the Wine to Asia fair in Shenzhen, attracted over 470,000 spectators. 

"It is very important news - says Giovanni Busi, president of the Chianti Wine Consortium - for us who are working to establish ourselves more and more as protagonists in China. It is a fundamental challenge: China today represents about 5% of the global market for Chianti wine, but in light of the enormous size of this market, and given the important growth that Chianti has been having in China for some years now, we believe that it can become one of the most important markets for us worldwide, if not the most important of all in a few years".

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EFA News - European Food Agency
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