Woolworths cashes in on Aussie reputation with Tmall launch

Internet Retailing

5th Jan 2016

Australian supermarket giant, Woolworths, has joined forces with Asian e-commerce giant, Alibaba, launching an online store on the Tmall Global platform.

Tmall Global is an extension of Alibaba’s B2C Tmall business in China that allows international merchants and retailers to sell products to Chinese consumers without having a physical presence in China.

Among Chinese consumers, Australian brands enjoy a reputation for supplying trusted, high quality products which are increasingly sought after by China’s rapidly growing middle class.

Woolworth’s Tmall Global store will be the only official online store for Chinese consumers to purchase products from Australia’s fresh food people.

“Woolworths is pleased to launch our store on Alibaba’s Tmall Global online site, opening up our business directly to Chinese consumers,” said Woolworths FoodCo director, Steve Greentree.

“We know there is a strong demand for high quality, Australian made products and we’re proud to be able to supply those products into this market.”

That strong demand was demonstrated in November last year when Chinese demand for Australian baby formula led to a shortage in local supermarkets. Vitamin brand Blackmores’— which also has a store on Tmall — share price soared in 2015, hitting $200 on the back of strong demand from China.

Other Australian brands listed on Tmall Global include PharmaCare, Bellabox, Bellamy’s Organic, Jessica’s Suitcase, A2, Foodworks, Gaia, JeansWest and Jurlique.

Ken Ma, head of Australia, New Zealand and Japan for Tmall Global said he was delighted a retailer of Woolworth’s size and reputation had opened a store on the platform.

“Health and product safety is very important to Chinese consumers, who are very discerning in their choice of products and are willing to source them from trusted providers in countries like Australia,” Ma said.