More British fashion businesses will be supported to expand into China’s ecommerce space thanks to a new partnership between the UK government and Chinese etailer ShangPin.
Government body UK Trade & Investment, ShangPin and the China-Britain Business Council have signed a memorandum of understanding designed to increase cross-border trade between the two countries.
It comes after the UKTI in September announced a package of support to help British retailers and brands expand overseas via ecommerce. Under the e-Exporting Programme, it is developing relationships with the senior executive teams of more than 400 international online marketplaces.
As part of the deal with ShangPin, UK fashion businesses will be supported to launch on the multi-brand fashion and lifestyle etailer. The UKTI and CBBC will effectively act as go-betweens, helping UK companies to contact and work with the Chinese etailer.
Dedicated British-themed marketing initiatives will run across its B2C and mobile commerce platforms.
In August, Arcadia agreed a deal with ShangPin allowing it to sell Topshop and Miss Selfridge clothing from September, the company’s debut ecommerce partnership in China.
“Topshop is one of many leading international brands now looking to enter China via online platforms instead of opting for a traditional bricks-and-mortar presence,” said David Zhao, chief executive of ShangPin.
“Chinese ecommerce and social media marketing is hard for foreign brands to crack, so a local partner is essential. With this MoU, we hope to bring even more British brands into China.”
Dominic Jermey, chief executive of UKTI, said: “The UK has a strong heritage for producing high-quality goods and services, creating huge demand for British brands across the globe.
“We are therefore delighted to be partnering with ShangPin on this MoU and, in so doing, respond to the increasing demands of the discerning Chinese for British brands and at the same time support UK brands to trade successfully on ShangPin’s e-marketplace.”
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