China’s wine e-commerce company WineNice.com has completed B-round financing of 100 million yuan from Shenzhen Capital Group Co., Ltd and another company, which has been confirmed by LvYide, CEO of WineNice.com.

According to LvYide, the company is planning an IPO in 2014.

WineNice.com, founded in 2008, is one of the largest online wine companies in China and obtained 80 million yuan in the A-round financing. It was reported that the A-round financing of WineNice.com, in September 2011, was also led by Shenzhen Capital Group.

At present, the competition in the e-commerce industry is very fierce. “We hope to go out of the pure e-commerce business model, to open offline stores and combine our online and offline business to leave the common price wars in e-commerce industry,” said Mr. Lv.

“WineNice.com will abandon the pure e-commerce development model and pay more attention to sales, scale and profit to reach balance,” added Mr. Lv.

WineNice.com announced on the same day, that it will break into the wine investment market as well with the help of a joint committee of world’s top wine chateaux investors including Lu Hong, CEO of RothschildPrivate Investment Co (Asia), Li Wanshou, chairman of Shenzhen Capital Group and an honorary French wine company president.

Compared with other online wine companies, WineNice.com focuses on only wine business, especially wine produced in Bordeaux, France, which makes WineNice.com different from other comprehensive wine platforms.