Logistics costs are another challenge. Lee said that price point is the key to success in Malaysia, but high production costs in Ningxia often lead to CIF (cost, insurance and freight) prices that exceed those of comparable Chilean or Australian labels. "We need to optimize logistics while maintaining a premium positioning."

Ningxia's wine industry has witnessed rapid development in recent years. Huang said the Helan region, Ningxia's major wine production base, now has an annual bottling volume of 140 million bottles, representing almost 50 percent of the country's total estate wine production.

In 2025, Ningxia's wine exports reached 14.494 million yuan ($2.1 million), a year-on-year increase of 5.37 percent, said Huang.