UK retailer Sainsbury’s plans to grow its business in China and develop its partnership with Chinese e-commerce group Alibaba by doubling the number of its products available on the group’s Tmall Global online marketplace.
The move to accelerate Sainsbury’s presence in China comes after a successful first phase of growth and less than a year into the trial. Alibaba will now sell more than 100 Sainsbury’s branded products across four categories – British breakfast, drinks, organic and baby – on Tmall Global, with further ranges expected to be added in the (northern) autumn.
Sainsbury’s Chief Financial Officer John Rogers says Chinese online shoppers are increasingly demanding high-quality international products.
“Many customers also want to replicate tastes and occasions that they have enjoyed or heard about through international travel,” he said. “Products to make a British breakfast and English afternoon tea have therefore proved hits and top-selling lines to date include Sainsbury’s Taste the Difference Granola with raisins, honey and nuts, (plus) tea, shortbread and UHT milk.
“Our trial with Tmall has enabled us to learn a lot about China’s huge digital market, including the importance of sales events such as Singles Day and 8.8. Alibaba’s expertise in the rapidly growing Chinese digital consumer market will be a huge asset to us as we grow and develop our business in China.”
Key promotional sales events dominate online Chinese business and Sainsbury’s will be the only international retailer to have a ‘Super Brand Day’ on Tmall during the annual 8.8 Tmall Global Shopping Festival (August 8).