Wei Li is the founder and CEO of Swan Wine Group, one of the top ten exporters of wine to China. Li was for a decade until his resignation in 2008 the chief executive of Power Dekor, China’s largest global flooring supply company, which taught him the necessity to control both product branding and distribution. Since 2008 Li has managed to create a fully integrated wine export business with winemaking and bottling facilities in the Barossa Valley and McLaren Vale, utilising a combination of two hundred and fifty distribution channels across one hundred and fifty Chinese cities. Swan Wine products are likewise sold and distributed via Walmart and Carrefour and through online giant “virtual” stores and outlets such as JD.com.