Chinese e-commerce platform NetEase Kaola has announced a new partnership agreement with nine French companies as part of its strategy to bring more French brands to Chinese consumers.
The cross-border e-commerce site has been developing its commitment to bring quality European brands from industries such as cosmetics into the country, which were previously inaccessible due to ‘challenges in cross-border trade.’
On a visit to France, NetEase Kaola CEO Lily Lei Zhang said, “France and French brands are icons of fashion, quality and style, but a majority of these brands remain inaccessible to Chinese consumers due to challenges in cross-border trade. With our unique approach to cross-border e-commerce, we are dedicated to helping French brands increase their exposure in China, and connect them with fashion-forward, well-educated young women who are searching for high-quality products that complement their individual style.”
The new partnership agreement follows the site’s announcement in April that it would purchase $3 billion of European brands over the course of three years in a bid to expand their presence across China.
Zhang continued, “In addition, we are committed to becoming the leading partner for French brands in China, with one-stop services for suppliers and further developing our wholly-owned European Operations Center.”
The site currently has over 330 French brands on its site, which is set to grow to 500 in early 2018.