On Friday 5 December, we partnered with New Zealand Winegrowers to deliver a webinar on how New Zealand wineries can better understand and engage with Chinese consumers through social media. The session, “Winning with Chinese Social Media,” explored platform trends, digital behaviours, and content strategies relevant to the modern Chinese wine drinker.
The webinar generated strong interest across the industry, with 141 registrations. Despite being scheduled on a Friday afternoon, attendance remained robust: approximately 70 participants joined live, with engagement levels holding steady throughout the full session.
The presentation covered insights from the Chinese digital landscape, including the role of platforms such as Xiaohongshu, Douyin, and WeChat, and highlighted how cultural context shapes wine discovery and preference. Audience questions centred on practical next steps for wineries, from how to get around platform limitations for foreign companies to recommendations on what wineries can do at the cellar door to attract Chinese visitors .
We are pleased to have contributed to this industry conversation and appreciate the opportunity to collaborate with New Zealand Winegrowers. We look forward to continuing to support knowledge sharing across the sector as the China market evolves.
