eCargo Holdings Limited announced the launch of PinJiuFang Wines Marketplace (‘PJF'), in partnership with CN Logistics International Holdings Limited, allowing Chinese consumers to purchase premium imported wines direct from merchants. Releasing in August, PJF is the first customs approved cross-border platform using direct-shipping to allow Chinese consumers to purchase premium imported wines, while paying only Cross-Border eCommerce tax rates. PJF enables international wine retailers to sell directly to Chinese consumers instead of using more expensive traditional import channels.

The launch represents another milestone in eCargo's technology-focused 2021 strategy following the launch of B2B marketplace JuJiaXuan in June. PJF exclusively stocks premium wines, a relatively underserved yet high-potential category in China – potential that PJF is poised to capture by leveraging eCargo's expertise in Cross-Border eCommerce, and CN Logistics' status as Hong Kong's leading premium wines provider to build a one-stop solution for merchants and buyers. While other cross-border sales platforms require wine merchants to hold their stock in bonded warehouse locations in China – resulting in significantly higher costs – PJF's end-to-end model allows stock to be held in a merchant's warehouse, with orders consolidated by partner CN Logistics, before being shipped directly to customers.

Furthermore, cross-border eCommerce channels let wine merchants access better tax rates, quicker customs (2-3 days) and fewer regulatory barriers (e.g. no sampling), while still shipping direct to millions of customers. As the first content-driven wine platform in the market, PJF also leverages eCargo's growing network of KOLs and KOCs1 as well as sommeliers in China to market its products through both content generation and offline activation campaigns in China.