We all know that beverage industry, in general, is lucrative. But of all the verticals, Chinese hard liquor Baijiu, often given as a gift in the country, is a bellwether in terms of profitability. The price of Moutai (茅台), a top baijiu brand in China, varies from thousands to tens of thousands RMB, or even higher.

High-end pricey baijiu like Moutai and Wuliangye (五粮液) were often sold through traditional sales networks in the past. But as the e-commerce industry is taking over China, baijiu industry is no longer an exception. But breaking into the lucrative industry is not easy, nor is it impossible for Chinese online retailers.

JD CEO Liu Qiangdong visited Kweichow Moutai Group recently where the top management of the two companies meet each other to seek possible cooperation (in Chinese). The move comes one year after Moutai reached a partnership with Alibaba Group. The two companies have been working together in cloud computing, AI, blockchain, marketing, payment and new retail.

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Emma Lee

Emma Lee is Shanghai-based tech writer, covering startups and tech happenings in China and Asia in general. We are looking for stories related to tech and China. Reach her at lixin@technode.com.