JD will work with Camus to launch exclusive products based on the opinions of Chinese consumers
Camus Cognac, the world’s largest family-owned independent cognac home, has announced an expansion of its partnership with JD.com, the largest Chinese retailer. As part of the extended partnership, in addition to offering several Camus premium brands to consumers, JD will work with the parent company to launch exclusive products, based on consumer opinions about Chinese market trends. Taking advantage of its various offline resources, JD will help Camus develop innovative marketing programs; a project in line with JD’s “Boundaryless Retail” strategy.
JD’s analysis of Chinese imported liquor consumers has found that many of them belong to a wealthy age group, aged between 26 and 35, curious to try new products. Based on this, Camus Cognac recently launched a Cognop VSOP gift pack on JD. The product has rich flavours and is ideal for young consumers interested in exploring new spirits.
The new partnership enthused both parties at stake
Cyril Camus, fifth-generation owner and president of Camus Cognac, said: “We are excited to grow our partnership and collaboration with JD.com. While Chinese consumers of wine and spirits continue to mature in refinement, I am confident that this partnership represents the perfect combination, mixing the incessant drive of Camus Cognac for JD’s utmost refinement and dedication to an impeccable omnichannel shopping experience “.
“We are excited to expand our strategic partnership with Camus Cognac,” said Carol Fung, president of JD FMCG. “We look forward to leveraging JD’s capabilities in customer analysis, marketing solutions and technology to increase the recognition of the Camus brand among Chinese consumers who are passionate about high-quality liquor.”
The number of imported spirits consumed in China will grow by 20% in four years
The extended partnership comes as demand for high-quality spirits in China continues to grow. According to industry estimates, the number of imported spirits consumed in China should grow by 20% within four years, from a total of 4.4 million boxes in 2018 to 5.3 million boxes in 2022.
In 2018, as a testament to the importance of the market, China surpassed Singapore for the first time, becoming the world’s second-largest cognac buyer after the United States, with over 255 million bottles consumed.