With 370 million users, Taobao, China’s largest online retail website is the place to go for brands that wish to tap on the huge Chinese consumer market. Levi’s, Gap and Uniqlo are some of the brands already on Taobao.
Just yesterday, we received a note from the Taobao team that Ray-Ban entered China digitally through its e-commerce platform. Besides the usual collection of eyewear, Ray-Ban’s Taobao store will also provide online customers with exclusive premium collections. The online store will also offer Ray-Ban’s Asian Fit and Asian Design styles, which are tailored to better suit Asian facial characteristics and tastes. Chinese consumers need not worry about buying oversized shades.
“[…] We are excited to collaborate with Taobao to launch our online store and offer Chinese consumers an additional channel to shop the Ray-Ban brand,” said Sara Beneventi, global brand director of Ray-Ban.
“Our e-commerce strategy in China is grounded in the continued and growing strength of online retailing in China, and Taobao Mall offers unparalleled reach and market penetration across the country. In the future we will continue to build upon our brand awareness in China by leveraging Taobao’s 370 million-plus consumer community.”
It’s a huge compliment for Taobao. At least from a statistics stand point, the compliment seems appropriate:
- 50 million unique visitors daily
- One of the top 20 websites in the world, according to Alexa
- 30,000 local and global brands so far on board
Taobao is part of Alibaba Group led by Jack Ma, who has a vision to change the world’s negative perception on “Made in China” goods. It will be a long-hard battle but Ma, so far, has successfully turned Taobao into a well respected brand. With strong leadership, great culture and a strong portfolio of companies on board, Taobao, as far as we can see, is a great channel for global brands to enter China digitally.
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