A taste of la dolce vita was on offer on Pinduoduo as Italy showcased its gourmet food and wines to the more than 730 million consumers who shop on the popular e-commerce platform.
A livestream accompanied the debut of the virtual “Italy Pavilion” on Nov. 21 at the Wine to Asia trade fair in Shenzhen. The webcast was watched by some 420,000 consumers, who got the chance to learn about Italy’s rich food and wine traditions.
They also got to pick up attractive offers on wines from Tuscany, the picturesque region in central Italy known for its rolling hills, cypress trees, and stone castles.
“Wine is a part of Italian life and culture, and represents joy and sharing,” Cecilia Costantino, a representative from the Italian Trade Agency based in Guangzhou, said on the Pinduoduo livestream. “Drinking a good bottle of wine nourishes your health and soul.”
Italy is the top wine-producing country globally, producing nearly 20% of the world’s wine. The Italian pavilion is the latest of a series of national showcases that Pinduoduo has organized to promote high-quality and value-for-money products from other countries to its consumers.
As of 7 pm on Nov. 21, the livestream boosted sales of Italian products on Pinduoduo by 160%. Wines from Asti, Chianti and Toscano, three protected geographical indications (GIs) under a bilateral agreement between the European Union and China, were featured in the webcast.
Under the agreement, the EU and China agree to protect 100 EU GIS in China and 100 Chinese GIs in the EU against usurpation and imitation. Italy accounted for 26 of the 100 European GIs, of which 14 are for wines.
The agreement is expected to enter into force at the beginning of 2021 and bring reciprocal trade benefits, introducing consumers to high-quality products on both sides. China was the third-ranked destination for EU agri-food products in 2019, with exports reaching 14.5 billion euros.
“We hope to bring the world-famous Italian wines to Pinduoduo’s 731 million consumers through the official livestream and accelerate their recognition by consumers,” said a Pinduoduo spokesman. The e-commerce platform will continue to work with various European countries to promote their products through national showcases.
Besides Italian products, Pinduoduo has helped a batch of European products such as Danish blue cheese, Scotch whisky and Czech lager break into the Chinese market and onto the dining table.