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China’s Wine and Spirits Market (5): Information/Purchase Channels and the Hong Kong Advantage

30 December 2020

C H Poon



Comprehensive e-commerce platforms are the most popular channel to purchase imported wine and spirits, according to a survey conducted by HKTDC Research1. Even fragile and temperature sensitive products like bottled wine can be delivered intact to consumers through China’s well-developed online shopping system. But respondents also regularly bought wine and spirits from offline outlets such as liquor stores and duty-free shops. In fact, 41% of respondents said they had never purchased liquor online. Clearly liquor consumers have different preferences for online and offline shopping. In view of this, liquor suppliers should develop both online and offline sales channels.

Although the percentage of respondents who had purchased liquor in Hong Kong was rather low , according to the survey, many of them were aware of advantages that Hong Kong offers, such as the duty-free imports available in the Special Administrative Region (SAR), good prices (46%), diverse varieties (31%), and guaranteed quality (29%). Consumers generally agreed that Hong Kong is a shopping paradise and that it should continue to consolidate its position as Asia’s wine hub.

Diverse Channels for Obtaining Information

Respondents obtained liquor related information from a diversity of channels, with the majority of them using comprehensive e-commerce platforms (53%). This was a much higher proportion than for product displays (30%) or favourable comments by relatives, friends and other buyers (28%). It seems that large e-commerce platforms have extensive coverage. Respondents also obtained information about liquors from liquor e-commerce platforms (23%), entertainment venues (23%) and eateries (22%). Other sources were sales personnel (20%) and recommendations by experts or KOLs (16%). Online social networking platforms such as Zhihu and Xiaohongshu were information sources for 15% of the respondents.

Respondents with different profiles used more or less the same information channels. More respondents with an intermediate knowledge of wine2 used large e-commerce platforms a little more (57% vs overall average 53%), perhaps because they drank more frequently and bought liquor more often3. Male respondents (25%) used liquor e-commerce platforms more than their female counterparts (19%), while female respondents obtained liquor related information more from relatives, friends and other buyers (30% vs males 27%). Respondents in the 26-35 age group (17%) used online social networking platforms for information more than did their counterparts aged 36-45 (15%) or those aged 46-55 (12%).

Channels for Obtaining Liquor Related Information, by Gender, Age and Level of Wine Knowledge (%)


Overall

Gender

Age

Level of Wine Knowledge

Male

Female

26-35

36-45

46-55

Beginner

Intermediate

Connoisseur*

No. of  respondents

1,440

1,008

432

480

480

480

1,084

340

16

Large comprehensive e-commerce platform

53

53

52

55

53

51

52

57

25

Product display

30

29

31

29

29

30

31

26

31

Comments by relatives, friends and other buyers

28

27

30

24

32

29

28

29

19

Liquor e-commerce platform

23

25

19

24

23

22

23

23

19

Entertainment venue

23

23

22

24

21

25

23

21

31

Eatery

22

23

21

24

19

23

22

21

38

Sales personnel

20

21

19

21

18

22

20

21

31

Recommendation by expert or KOL

16

15

19

17

16

16

17

15

19

Online social networking platform

15

15

14

17

15

12

15

13

6

Note 1: Only information channels scoring 15% or more are listed.

Note 2: Respondents were allowed to choose multiple channels.

*Note 3: Since only 16 respondents rated themselves as connoisseur level, the figures may not be representative enough.

Base: All respondents (n = 1,440)

The above survey findings reveal three important facets of how consumers learn about liquors. Firstly, the influence of traditional media is rather weak. Neither TV (14%), trade publications (11%), airport and railway station ads (10%), or newspapers and magazines (7%) reached consumers extensively. Secondly, it appears that consumers actively search out information given the high use of large comprehensive e-commerce platforms, product displays and liquor e-commerce platforms.

Thirdly, online social networking platforms such as Zhihu and Xiaohongshu are growing in importance. An increasing number of consumers, especially the younger generation, like to find out what other people are drinking through online social networking platforms. One focus group participant said: “On online social networking platforms such as Zhihu, I can search the responses given by other people as well as raise questions for fellow netizens to reply to. Through these platforms, I not only learn from other people but can also exchange wine knowledge with them.” Another respondent aged 35 remarked: “I have learned a lot about how to choose and savour wine on Xiaohongshu. Since Xiaohongshu has a lot of young users, through this platform I can learn how to appreciate wine from the perspective of my peers.”

Most Trusted Information Channels

There is a marked difference between the liquor information channels which consumers trust most, and those channels from which consumers obtain information on a regular basis. The respondents’ most trusted information channels were liquor e-commerce platforms and comments by relatives, friends and other buyers, both accounting for 14%. This suggests that consumers appreciate the professionalism of liquor e-commerce platforms and also trust the opinions of people who have tried the product. It is interesting to note that although large comprehensive e-commerce platforms were the most popular information channel used on a regular basis, only 12% of the respondents cited them as the most trustworthy channel. There are so many vendors on these e-commerce platforms that consumers may find it difficult to tell whether the information provided is reliable or not.

Brand websites, liquor stores and wine tasting events also rank among the most trusted information channels. These were not the most frequently used, but they were considered some of the most reliable channels, despite their small coverage.

Liquor information channels which many consumers use on a regular basis have nevertheless not won their trust. Entertainment venues, eateries, recommendations by experts or KOLs, and advice given by sales personnel were considered the most trustworthy sources of information by less than 5% of respondents, probably because consumers think these salespeople are looking for doing business, so consumers are cautious towards opinions from salespeople.

Among the respondents with different profiles, females tended to rely more on the comments of relatives, friends and other buyers (16% vs males 13%), while respondents in the 26-35 age group tended to rely less on the comments made by relatives, friends and other buyers (9% vs overall average 14%). There was little difference in evaluations of trust between respondents with different wine knowledge, monthly household incomes or cities of residence.

Most Trusted Liquor Information Channel, by Gender, Age and Level of Wine Knowledge (%)



Overall

Gender

Age

Level of Wine Knowledge

Male

Female

26-35

36-45

46-55

Beginner

Intermediate

Connoisseur*

No. of respondents

1,440

1,008

432

480

480

480

1,084

340

16

Liquor e-commerce platform

14

15

12

14

15

14

15

12

13

Comments by relatives, friends and other buyers

14

13

16

9

17

15

14

14

13

Large comprehensive e-commerce platform

12

13

11

12

13

12

12

14

0

Liquor brand official website

10

10

11

12

9

10

10

11

31

Product display

7

8

7

8

7

7

8

7

0

Online social networking platform

6

6

5

7

6

4

6

6

0

Liquor store

6

6

7

8

5

6

6

6

6

Wine tasting event

5

4

6

5

5

5

5

5

0

Note 1: Only information channels scoring 5% or more are listed.

Note 2: Respondents were asked to choose one channel only.

*Note 3: Since only 16 respondents rated themselves as connoisseur level, the figures may not be representative enough.

Base: All respondents (n = 1,440)

Offline Channels Still Preferred by Consumers

While many consumers use online channels to buy liquor, they continue to visit brick-and-mortar establishments to purchase their favourite imported wine. Outlets used regularly by the respondents to buy imported wine were large comprehensive e-commerce platforms (33%), hypermarkets (25%), branded liquor stores (25%), liquor e-commerce platforms (15%), and duty-free shops (13%). Other channels used included department store counters (10%), medium to high-end boutique supermarkets (9%), and entertainment venues (9%).

The results of the survey reveal certain characteristics of the sales channels for imported wine. Firstly, consumers who buy wine online would mostly choose large comprehensive e-commerce platforms or liquor e-commerce platforms but seldom use other online channels (such as micro businesses4 and live-streaming sales etc). Secondly, consumers use multiple offline channels, and different outlets have their supporters. Third, while large comprehensive e-commerce platforms and liquor e-commerce platforms are two of the most important sales channels, there are no signs that they are squeezing out offline channels. On the contrary, consumers still prefer to visit brick-and-mortar outlets to buy imported wine. In fact, such outlets are the main sales channels for imported wine in the mainland.

Different consumers have their preferred channels for buying imported wine, with females opting to buy more from online platforms. More female respondents bought imported wine from large comprehensive e-commerce platforms (37%) and liquor e-commerce platforms (18%) than did their male counterparts at 31% and 14% respectively. Male respondents tended to purchase imported wine from hypermarkets (26% vs females 23%). Older respondents tended to shop more at duty-free shops. 15% of those in the 46-55 age group said that they would usually buy imported wine at duty-free shops, a little more than their counterparts in the 26-35 age group (11%) or those aged 36-45 (13%). Respondents earning a monthly household income of less than RMB20,000 (34%) or in the range RMB20,000-30,000 (33%) mostly bought wine from large comprehensive e-commerce platforms, more so than those with a monthly household income of over RMB30,000 (28%). Such e-commerce platforms offer a considerable variety of wines at a wide range of prices. There was little variation in point of purchase for respondents with different levels of wine knowledge or living in different cities.

Channels for Buying Imported Wine, by Gender, Age and Monthly Household Income (%)


Overall

Gender

Age

Monthly Household Income (RMB)

Male

Female

26-35

36-45

46-55

Below 20,000

20,000-30,000

Over 30,000

No. of respondents

1,440

1,008

432

480

480

480

603

571

266

Large comprehensive e-commerce platform

33

31

37

35

32

31

34

33

28

Hypermarket

25

26

23

26

26

24

28

23

25

Liquor brand store

25

25

24

23

25

26

23

26

26

Liquor e-commerce platform

15

14

18

17

15

14

16

14

16

Duty-free shop

13

12

16

11

13

15

13

13

13

Department store counter

10

10

10

9

10

10

8

11

11

Medium to high-end boutique supermarket

9

10

7

9

9

10

10

8

11

Entertainment venue

9

8

10

9

8

9

7

9

11

Liquor store

6

5

8

6

6

7

7

6

6

Overseas purchasing

6

6

7

6

5

7

6

7

6

Note: Only information channels scoring 5% or more are listed.

Base: All respondents (n = 1,440)

Sales Channels for Wine and Spirits are Similar

While the channels used by consumers to buy imported spirits and imported wine do not vary greatly, there are two main differences. Female respondents (27%) tended to buy spirits at liquor brand stores to a greater extent than their male counterparts (20%), while younger respondents bought imported spirits more at hypermarkets. Among the respondents in the 26-35 age group, 32% usually buy imported spirits at hypermarkets, more than those aged 36-45 (29%) or those aged 46-55 (24%). This difference is not seen for imported wine.

Different sales channels each have their own characteristics. One focus group participant said: “Big e-commerce platforms normally launch promotional sales during the 6.18 and 11.11 shopping festivals, and buying wine then is more economical.” Another participant remarked: “At liquor stores I can find products which are rare on the market.” Yet another participant added: “If I want to buy a large quantity of wine, I go to hypermarkets not only because they have sufficient stock, but also because they also offer a wide choice.” In view of this, liquor suppliers should choose the right sales channels according to the positioning and features of their brands in order to reach their target customers.

Channels for Buying Imported Spirits, by Gender, Age and Monthly Household Income (%)


Overall

Gender

Age

Monthly Household Income (RMB)

Male

Female

26-35

36-45

46-55

Below 20,000

20,000-
30,000

Over 30,000

No. of respondents

789

556

233

259

254

276

295

320

174

Large comprehensive e-commerce platform

34

32

37

35

32

34

39

32

28

Hypermarket

28

29

27

32

29

24

31

28

25

Liquor brand store

22

20

27

22

20

25

20

23

26

Duty-free shop

14

14

12

12

14

14

11

15

15

Liquor e-commerce platform

14

14

16

15

14

13

13

17

12

Entertainment venue

10

10

8

8

11

10

11

8

10

Medium to high-end boutique supermarket

9

10

7

9

9

10

9

10

9

Convenience store

8

8

7

5

9

10

7

9

8

Department store special counter

8

7

10

8

9

8

8

8

9

Overseas purchasing

6

6

6

5

6

6

6

6

3

Wine exhibition/wine tasting club

5

4

5

5

4

5

5

6

2

Eatery

5

5

4

5

4

4

3

6

4

Hong Kong liquor e-commerce platform

5

6

4

4

5

7

5

5

7

Liquor brand official website

5

5

4

4

6

5

4

5

6

Note: Only information channels scoring 5% or more are listed.

Base: Respondents who consumed spirits in the past 6 months (n = 789)

Online Shopping Offers Extensive Choices and Attractive Prices

Choice and price are the main reasons for consumers to shop online. Among all the respondents, 59% (843 in number) said they had bought liquor online, with 69% of them citing the extensive choice and 55% naming attractive prices as their reason. Many respondents also pointed to the merits of fast and professional delivery (49%) and good price comparison (44%). One focus group participant said: “Online shopping offers excellent services, the goods arrive about two days after placing the order and the bottle is properly packed to protect it from breaking.” There is little variance in the reasons for buying liquor online between respondents of different genders, age groups, household incomes, wine knowledge or cities of residence.

Worries About Product Quality in Online Shopping

Over half of the respondents had purchased liquor online, but many had doubts about online shopping. For example, 41% (597 in total) said they had never bought liquor online. Their concerns were that product quality was not guaranteed (56%), they had no experience buying liquor online (39%), or the product might get damaged in transport (39%). Other reasons cited included long delivery time (36%) and the absence of face-to-face professional consultation (32%). Being accustomed to shopping offline (18%) and higher online product prices (21%) were not major reasons given. The main concern for making purchases online was product quality. Liquor suppliers should provide details on how couriered products are packed and handled, the size of their company and its warehousing facilities in order to reassure customers.

Targeting the Festive Gift Market

In addition to planning their online and offline marketing strategies, liquor suppliers wishing to tap into the mainland should target the festive gift market. A majority of respondents said that they might give imported liquor (including wine and spirits) as a gift on Spring Festival and Lantern Festival (74%), or on Valentine’s Day or Chinese Valentine’s Day (59%). Giving imported liquor as a gift on Valentine’s Day or Chinese Valentine’s Day is popular amongst both young and old. The survey found that 60% of the respondents in the 46-55 age group would consider buying imported liquor as a present on these occasions.

Christmas is not the most important festival at which consumers would buy imported liquor as a gift in the mainland. Only 28% of the respondents said they would consider giving such a gift at Christmas. There was little variation in festival gift-giving between respondents of different gender, household income, knowledge of wine or city of residence. The survey suggests that liquor suppliers should target the festive gift market at Spring and Lantern Festivals and Valentine’s Day to improve sales.

Festivals When Imported Liquor is Bought as Gift, by Age (%)


Overall

Age

26-35

36-45

46-55

No. of respondents

1,440

480

480

480

Spring Festival/Lantern Festival

74

75

74

74

Valentine’s Day/ Chinese Valentine’s Day

59

62

54

60

Dragon Boat Festival/ Mid-Autumn Festival/ Double Ninth Festival

42

39

44

44

Christmas Eve/ Christmas

28

31

25

28

New Year

20

21

20

18

Father’s Day/Mother’s Day/Women’s Day

18

17

17

19

Labour Day/National Day

17

18

16

17

Base: All respondents (n = 1,440)

Mainland Tourists Bring Opportunities

At present, the proportion of mainland consumers buying liquor in Hong Kong is low. According to this survey, 39% of the respondents (568 in number) had visited Hong Kong, with 16% of them having purchased liquor in the SAR. This did not vary significantly between respondents of different gender, age, household income, knowledge of wine or city of residence.

Despite this, mainland consumers believe that Hong Kong offers many advantages for buying liquor. 46% of all respondents said wine in Hong Kong is duty free and prices are good; 31% reckoned that Hong Kong offers a diverse variety of alcoholic drinks; while 29% cited guaranteed quality as an advantage of buying liquor in the SAR. Other Hong Kong advantages named by the respondents included a wide range of liquor related activities such as wine tasting events and wine exhibitions (21%), and the presence of knowledgeable and professional sales personnel (20%). Opinions did not vary greatly between respondents of different gender, age, household income, knowledge of wine or city of residence .

The survey suggests that although mainland consumers are aware of the advantages of buying liquor in Hong Kong, they do not do so when they visit. Industry players should promote Hong Kong’s advantages such as a guarantee of genuine products, professional liquor related services, and fabulous wine and dine events. This will encourage mainland visitors to attend the wide range of interesting liquor related events and buy liquor in Hong Kong.

Many mainland consumers have full confidence in buying liquor in Hong Kong. A respondent from Guangzhou said at the focus group: “I often visited Hong Kong (before Covid-19), and on every return journey I would buy liquor at Hong Kong’s duty free shops. The liquor sold at duty-free shops in Hong Kong is reasonably priced and product quality and authenticity is guaranteed, so I am not worried about buying fake stuff.” When the mainland and Hong Kong resume normal customs crossings, attracting mainland consumers to come to Hong Kong to buy liquor, enjoy catering services and participate in various liquor related events will help reinvigorate the local economy.

Conclusion

The internet has become a leading channel for mainland consumers to obtain information and buy wine and spirits. But because wine has to be transported and stored at specified temperatures and relative humidity, and wine bottles are fragile, many consumers are unsure about buying liquor online. Liquor suppliers selling online to the mainland should devote sufficient resources to ensuring product quality. They should look at opportunities arising from the festive gift market.

Although the number of mainland consumers who have purchased liquor in Hong Kong remains small, their impression of Hong Kong’s liquor sector is positive. This offers opportunities for Hong Kong liquor suppliers. Given the large number of potential customers in the mainland, Hong Kong suppliers should promote themselves there by emphasising the good prices and guaranteed quality of liquor products. This will attract more consumers to buy liquor in Hong Kong on their next visit and encourage them to take part in the many wine and dine events, thereby raising their appreciation of wine and spirits. In so doing, Hong Kong’s position as Asia’s wine hub will be further strengthened.


1 See Appendix for background information on this consumer survey.

2 Survey respondents were asked how much they knew about wine and how they would rate themselves: as a beginner (with limited knowledge of wine, who would take other people’s advice before making purchase decisions), intermediate (with some knowledge of wine and an interest in learning more), or connoisseur (with years of experience and an in-depth knowledge of wine). For details, see China’s Wine and Spirits Market (1): Wine Consumption Trends and Habits.

3 This survey found that respondents who rated themselves as intermediate drank wine more often. 95% had drunk wine once or more each week in the past six months, while only 21% of those rating themselves as beginners had done so. For details, see China’s Wine and Spirits Market (1): Wine Consumption Trends and Habits.

4 Micro businesses refer to the way of promoting product sales by using social media (e.g. WeChat) to lure friends to make purchases.


Appendix

Survey Background

Mainland China is one of the world’s fastest-growing markets for wine and spirits. As the Covid-19 pandemic continues, it has also been one of the few regions where economic activity has been able to recover within a short time. The mainland’s retailing and catering sectors have been developing rapidly in recent years, and as they are likely to grow continuously after the pandemic is under control, the chances are that sales of wine and spirits will be sustained in the future.

Since the removal of wine duties in 2008, Hong Kong has become a trading hub for the industry in the Asia-Pacific region. Not only is there a full range of wine-related services available in Hong Kong, but wine traders can also benefit from customs-facilitation measures when importing wine to the mainland through the city. With the mainland wine and spirits market developing apace, more business opportunities are in store for Hong Kong. In view of this, HKTDC Research conducted a consumer survey on the mainland’s wine and spirits market to grasp some knowledge of the mainland middle class’ demand characteristics, spending mentality and purchase preferences for wine and spirits, in order to help Hong Kong companies understand this market and expand their businesses on the mainland with a more targeted approach.

Methodology

The survey carried out in May 2020 polled 1,440 mainland wine and spirits consumers by online questionnaire. Six online consumer focus group discussions had earlier been held in Guangzhou, Shanghai and Xian – two in each city – with the objective of taking an in-depth look at the spending mentality of mainland wine and spirits consumers.

  • Design of Online Focus Groups

Cities

Guangzhou, Shanghai, Xian

Number of groups

Two in each city; six in total (seven participants in each discussion)

Participant requirements

  • Guangzhou and Shanghai: Monthly household income of RMB15,000 or more, or monthly personal income of RMB8,000 or more
  • Xian: Monthly household income of RMB9,000 or more, or monthly personal income of RMB5,000 or more
  • Have bought and drunk wine or spirits costing RMB300 or more per bottle in the past month
  • Have bought and drunk wine and spirits costing RMB300 or more per bottle in the past six months
  • Decision maker in purchasing wine or spirits
  • Have the habit of drinking wine; at least two people in each group have drunk wine at least once every week in the past month
  • At least two people in each group have participated in wine-related activities or received wine-related services in the past year (such as participating in a wine appreciation class or visiting a wine fair)

Composition of groups

Group 1

Group 2

  • Aged 26-40
  • At least two females
  • In each group, at least two people in each of the age groups 26-30, 31-35 and 36-40
  • Aged 41-55
  • At least two females
  • In each group, at least two people in each of the age groups 41-45, 46-50 and 51-55
  • Design of Online Questionnaire Survey

Cities

Guangzhou, Shanghai, Beijing, Chengdu, Harbin, Changsha, Nanjing, Xian

Number of respondents

180 in each city; 1,440 in total

Respondent requirements

  • Local residents, aged 26-55
  • Guangzhou, Shanghai, Beijing: Monthly household income of RMB15,000 or more, or monthly personal income of RMB8,000 or more
  • Chengdu, Harbin, Changsha, Nanjing, Xian: Monthly household income of RMB9,000 or more, or monthly personal income of RMB5,000 or more
  • Have bought and drunk imported wine in the past six months; at least 50% of the respondents in each city have bought and drunk imported spirits in the past six months
  • Decision maker in purchasing wine or spirits

Distribution of respondents


Male

Female

Aged 26-35

42

18

Aged 36-45

42

18

Aged 46-55

42

18

Total

180 respondents per city

  • Average Monthly Personal Income of Respondents

City

Average Monthly Personal Income (RMB)

City

Average Monthly Personal Income (RMB)

Guangzhou

13,364

Harbin

10,386

Shanghai

13,894

Changsha

10,194

Beijing

13,781

Nanjing

10,331

Chengdu

9,867

Xian

10,508



Overall average

11,541

  • Average Monthly Household Income of Respondents

City

Average Monthly Household Income (RMB)

City

Average Monthly Household Income (RMB)

Guangzhou

26,208

Harbin

21,308

Shanghai

26,558

Changsha

20,503

Beijing

26,431

Nanjing

20,556

Chengdu

20,333

Xian

21,722



Overall average

22,952

  • Distribution of Respondents by Marital Status and Child Status (%)


Overall

Guangzhou

Shanghai

Beijing

Chengdu

Harbin

Changsha

Nanjing

Xian

Single

3

1

4

5

1

1

3

3

3

Married with no children

5

4

7

4

3

4

7

8

4

Married with children

92

95

89

91

97

95

91

88

92

  • Distribution of Respondents by Education Level (%)


Overall

Guangzhou

Shanghai

Beijing

Chengdu

Harbin

Changsha

Nanjing

Xian

Senior high/vocational high/technical school

7

3

6

5

8

8

8

6

11

Post-secondary

21

19

14

18

24

20

23

23

25

Undergraduate

66

71

72

69

62

66

63

64

61

Postgraduate or above

6

7

8

8

6

6

6

6

3

  • Distribution of Respondents by Occupation (%)


Overall

Guangzhou

Shanghai

Beijing

Chengdu

Harbin

Changsha

Nanjing

Xian

Civil servant/teacher/nurse

3

5

3

5

5

2

4

3

1

Professional

9

7

5

10

12

10

10

6

10

Corporate senior management

3

4

8

6

1

2

2

0

2

Corporate middle management

8

13

14

15

4

4

4

4

4

Corporate junior management

22

22

27

20

23

21

18

23

22

Corporate general staff

39

34

29

28

42

43

48

48

42

Labourer/technician

2

1

3

2

3

2

4

1

4

Attendant/sales personnel

2

2

1

2

2

3

4

2

4

Private business owner

7

7

6

8

8

9

4

9

8

Freelancer

3

5

3

5

1

3

1

4

2


Note: Percentages may not add up to 100% due to rounding.

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    Topics:
  • Food & Beverages,
  • Mainland China,
  • Hong Kong,
  • online shopping,
  • e-commerce platforms,
  • hypermarket,
  • duty-free shop,
  • gift
  • Food & Beverages
  • Mainland China
  • Hong Kong
  • Hong Kong
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Article Topics

ARTICLE TOPICS

FOOD & BEVERAGES24667
MAINLAND CHINA35607
HONG KONG36026
ONLINE SHOPPING80780
E-COMMERCE PLATFORMS102185

ARTICLE TOPICS

FOOD & BEVERAGES24667
MAINLAND CHINA35607
HONG KONG36026
ONLINE SHOPPING80780
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