The wine market is in decline, but not for Douyin. While the wine sector in China faces a crisis, the Chinese version of TikTok shows a surprising increase in wine sales on its e-commerce platform. A countercurrent trend that has attracted the attention not only of industry experts, but also of major international brands such as Penfolds and Lafite, who have not hesitated to invest in the platform. And all this while the economic crisis and traditional consumption habits seemed to be condemning the wine market. Gambero Rosso
