Food
The move comes after the British retailer trialled the web marketplace for less than a year and claimed the test was a success. It will now sell over 100 own-label products across four categories—British breakfast, drinks, organic and baby—on Tmall, and has plans to add further ranges later this year.
With online Chinese sales dominated by key promotional sales events, Sainsbury’s was the only international retailer to be given a “Super Brand Day” on Tmall during the annual 8.8 Tmall Global Shopping Festival on August 8.
“Many customers 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,” said John Rogers, chief financial officer of Sainsbury’s,
Rogers added that granola, tea, shortbread and UHT milk have been among the sales channel’s top-selling lines to date.
“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,” he added..
“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.”
Amee Chande, Alibaba’s managing director in Britain and Ireland, said that a famous British brand like Sainsbury’s was “a key addition to our ecosystem” as it built brand awareness, directly engaged a new audience and met the evolving food demands of Chinese consumers.
