Sainsbury’s is ramping up its Chinese presence by doubling the number of products it sells there and expanding its trial with Tmall Global.
The UK’s second largest supermarket retailer is set to sell 100 products via China-based online retailer Alibaba, such as tea bags, coffee and pasta, due to “increasing demand”.
“Chinese online shoppers are increasingly demanding high-quality international products,” Sainsbury’s chief financial officer John Rogers said.
“Many customers also want to replicate tastes and occasions that they have enjoyed or heard about through international travel.
“Products to make a British breakfast and English afternoon tea have therefore proved hits.”
Sainsbury’s relationship with Tmall started in September last year, joining several British retailers, including Burberry, ASOS and fellow grocers Waitrose, which sell products on Royal Mail’s online, Alibaba-owned website.
“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,” Rogers said.
“Alibaba’s expertise in this rapidly growing market will be a huge asset to us as we grow and develop our business in China.”
Sainsbury’s once had plans to open stores in China, sending a small team of six to explore the possibilities there in 2010. It never eventuated.