Aldi plans to open a flagship online store in China in Q2 on Tmall, Alibaba's B2C marketplace platform.
Aldi launches new China corporate website
Aldi has launched a new corporate website for its Chinese operation, accessible through Aldi.com, signalling the discounter's upcoming entry in to Asia. Aldi has confirmed that a soft launch will take place on March 20th with a selected offer to a limited audience, followed by a full launch on April 25th.
On the corporate website, Aldi uses a market-specific logo and Chinese name '???', with the slogan 'handpicked for you'. On the new website, Aldi has shared which product categories it will offer the Chinese market: breakfast, snacking, wine, organic and cooking. Some of these will be directly imported from Aldi’s suppliers in Australia.
Wise move to partner with Tmall
While it was initially thought that Aldi would launch its own independent website, a local media source has revealed that Aldi will partner with Alibaba's B2C website, Tmall. Both Alibaba and JD.com dominate China's ecommerce market and therefore this is a sensible move for Aldi to use such a platform for this specific market. Other grocery retailers that sell through Tmall include UK grocers Sainsbury's and Waitrose, with the latter selling through Royal Mail's Tmall site.
Competitive Chinese marketplace
The online market is very competitive in China, however launching online before opening potential physical stores will reduce the capital investment needed to enter the market and will give Aldi time to understand Chinese shoppers and adapt its offer accordingly. With many products coming from Australia, it will be interesting to see what the mix of products will be in terms of sourcing as Aldi has a strong focus on local in many of its other markets.
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|Priya Chandarana is a Retail Analyst at IGD, specialising in research on the growing discount channel. To learn more about how IGD's research can benefit your business further, please get in touch - [email protected]