An online wine purchasing platform made its debut at the 2015 China International Fair for Investment & Trade, receiving a warm reception from participating wine makers and dealers.

The platform was launched by the 199 Wine Club, located at the Xiamen free trade area in Fujian province, on August 28.

The platform facilitates crowd funding among small and medium-sized wine distributors in China and helps them to purchase quality wines directly from overseas producers.

China's wine market has seen a rapid growth in the last decade. However, prices for quality wines remain high due to the large amount of middlemen in the market and high logistics and storage costs.

Wang Tingfa, 199 Wine Club's chief operating officer, said that their service is designed to remedy such problems. They have enlisted the best wine tasters in China to make sure their collection is outstanding, according to Wang, and their direct purchase system guarantees reasonable prices.

The 2015 CIFIT designated an exhibition area of 6,000 square meters to the wine and liquor industry. More than 120 wine producers and distributors from countries such as France, the United States, Australia, Spain, Italy and Romania, and regions such as Fujian, Guangdong, Beijing, Shanghai, Hong Kong and Taiwan showcased their commodities at the site.