Wine among European products with greatest sales potential in the Chinese e-marketplaces


Wine is among the products with the greatest sales potential in the Chinese market through e-commerce, according to a study by the European Commission.

Also included in this category are foods with a protected geographical indication – on all dairy products and processed meat- health foods, child products and animal food.

The report concludes that China, the largest online market in the world and the third destination for European food exports, offers interesting opportunities to companies in the sector.

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“The growing middle class in the Asian country is asking for more and more products of greater quality and those coming from the western countries are more popular among consumers of the Z generation and the millennials”, says the document.

Other categories with “promising prospects” for online sales include food supplements and “superfoods”, vitamins and energy bars, cereals and breakfast products, olive oil, coffee, among others.

According to the study, the need for localization and promotion and the different technological landscape in China raises the frequency of challenges for EU exports. Another obstacle could be the shipment of products at economically attractive rates, the level of competition in the market or the protection of intellectual property rights.


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