Sainsbury’s Accelerating Its Presence In China Via The Tmall Online Marketplace

Sainsbury’s is looking to grow its business in China by doubling the number of its products that are available on Alibaba’s Tmall Global online marketplace.

The move to accelerate its presence in China comes after a successful trial that began last September.  Sainsbury’s will now sell over 100 Sainsbury’s branded products across four categories – British Breakfast, Drinks, Organic and Baby – on the Tmall Global marketplace. The retailer added that it has plans for further ranges to be added in the autumn.

Online Chinese sales are dominated by key promotional sales events with Sainsbury’s set to be the only international retailer to have a Super Brand Day on Tmall during the important annual 8.8 Tmall Global Shopping Festival event (8 August).

John Rogers, Chief Financial Officer at Sainsbury’s, said: “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. 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, 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 and we look forward to working with them on this exciting opportunity.”

Amee Chande, Managing Director for Alibaba Group, UK/Ireland & Nordics, added: “Alibaba are proud to be providing Sainsbury’s with the online platform to build brand awareness, directly engage a new audience and meet the evolving food and lifestyle demands of the Chinese consumer. As one of the most prominent British retail brands, Sainsbury’s is a key addition to our ecosystem and our collaboration is introducing the large and growing Chinese consumer class to a new range of products to enhance their daily lives.”

NAM Implications:
  • A real first for Sainsbury’s…
  • …with the added challenge of exporting tea to China…
  • …and if they can make it there, they can make it anywhere…
Share on FacebookTweet about this on TwitterShare on LinkedInShare on Google+Email this to someonePrint this page