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Aldi China opening Tmall Global store

Aldi China plans to open a flagship store on Tmall Global, Alibaba’s cross-border B2C marketplace platform, this month.

The German supermarket chain has just launched a corporate website in China ahead of its 20 March soft launch. This features a market-specific logo and Chinese name 奥乐奇, with the slogan “Handpicked for you”.

The website also reveals which product categories Aldi will offer the Chinese market, including breakfast, snacking, wine, organic and cooking. Some of these products will be directly imported from Aldi’s suppliers in Australia.

Some analysts had expected Aldi to launch its own independent website, according to Retail Analysis. Other grocery retailers that sell through Tmall Global include Sainsbury’s and Waitrose from the UK. Waitrose sells through Royal Mail’s Tmall storefront.

While China’s online market is competitive, Aldi’s approach will give it time to understand Chinese shoppers and adapt its offer if necessary. And though many products will come from Australia, Aldi has a strong focus on local sourcing in many of its other markets.

This story first appeared on sister site, Inside Retail Asia.

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