How to promote British brands in China?
JD.com, large China’s ecommerce company
JD.com is one of the the China’s largest e-commerce companies with Tmall owned by the giant Alibaba.
It offers consumers the best online shopping experience through its rich content and user-friendly website. The e-commerce platform presents a large range of products at competitive prices and delivers them in a speedy and reliable manner. Apparel is one of the fastest growing categories on JD.com.
Thanks to its cross-border platform, international brands can access the market without investing in a physical presence in China.
JD has the largest infrastructure of any e-commerce company in China with7 fulfillment centers, 209 warehouses, and in total 5,987 delivery stations and pickup stations in 2,493 counties and districts across China.
There is a huge market for the ecommerce in China, according to Chinese government statistics, China had 688 million internet users and 413 million online shoppers in 2015. Then, JD.com have 155 million active customers.
Chinese customers regarding British products
JD has already collaborated with some British brands in its website such as Marks & Spencer, Clarks or some of Scotland’s most famous whiskey brands including Chivas, Johnnie Walker, Glenfiddich, and Glenlivet.
Chinese consumers appreciate the quality of British products and the potential for new consumers is really high. It could account for 170 Million new Consumers.
JD launches the British Week
JD.com will host a “British Week” in the United Kingdom from June 22 to June 30 to help British brands to sell to consumers across China.
Around 60 British fashion were represented at the conference, which featured talks from government and industry experts, including representatives from JD.com, UK Trade and Investment, the Intellectual Property Office, DHL and eCargo.
Speakers will provide brands some tools and support helping to maximize exports to China via e-commerce and advice on e-commerce logistics and protecting intellectual property.
Executives from the JD.com’s team will also organise some educational workshops and conferences for UK-based brands looking to gain direct access to China’s consumers.
Brands attending the workshop will learn how they can tap into the burgeoning demand from Chinese consumers for guaranteed authentic, high-quality imported fashion products.
The goal for JD is to open on June 29th a “British Mall”, an international platform designated to UK products sold in Asian.
Content of the British week
The first day, there will be in London a Fashion Conference tailored to British brands, designers and fashion retailers interested in accessing the China market.
On June 29, JD.com Worldwide will organize a workshop covering the categories of baby & maternal products, beauty, healthcare, household products, FMCG, homeware, sport products, department stores, and supermarkets.
The ecommerce site will also give some insights on how to protect intellectual property rights, and how to leverage social media marketing to achieve success in China market. Because the Chinese model is far from the European one and we cannot guess how does it work.