Just two months after discounter Aldi launched online in China on Alibaba's B2C website Tmall, Lidl has made the same move with its own Chinese web shop on the same platform.
Private label offer
The website will be transactional as of later this month, however shoppers can view the site. Lidl is focusing the offer on its private label brands such as Combino (Italian foods), Bellarom (coffee) and Sondey (biscuits) and ambient only products; very similar approach to Aldi China.
Sourcing from Germany
Unlike Aldi which is importing products from its Australian business, Lidl is sourcing directly from Germany via its buying subsidiary in Hong Kong. As well as Aldi and Lidl, German drugstore retailer dm and Rossman (owned by AS Watson) both have online presence in China.