TMALL is the third most visited website in the world, with over 500 million monthly users, and works as a sales and branding platform in the Asian country. Now, the Chinese consumers will have at their disposal the entire range of beers from Estrella Galicia, Estrella Galicia 0,0 and 1906, as well as glassware and merchandising items through this platform.
Since 2010, the company has had its own subsidiary, Rivera Shanghai, which aims to boost business development in the country.
Estrella Galicia has just launched its own marketplace within one of the most important global ecommerce platforms, TMALL, aimed at the Chinese consumer. It is an online store sponsored by the technological giant Alibaba Group that ranks as the third most visited website in the world, after Google and Yahoo, reaching over 500 million users per month.
Chinese consumers will have at their disposal the entire range of beers from Estrella Galicia and Estrella Galicia 0,0, as well as from the 1906 family of beers. Different glassware and merchandising items will also be available in the market place. Hence, TMALL is positioned, not only as a sales platform, but also as a brand creation platform in the Asian country, so the Galician company will take advantage of its full potential to transfer valuable content that contributes to publicize the identity of its brands.
Juan Paz, Director of Estrella Galicia Internacional, points out that “we are convinced that our marketplace in TMALL will be a key tool for our positioning in the Chinese market, both in the development of our sales and in terms of knowledge of our brands. The Chinese consumer is very digitized, in fact, 50% of retail consumption is already online, and it is essential to adapt to their habits through platforms such as TMALL”.
Accompanying this launch, Estrella Galicia has also put into operation We Chat and Weibo, the most active social networks in China, with the intention of providing them with activity and content of interest to the Chinese consumer that guides them towards the marketplace, generating synergies between both platforms.
This launch is a very important step in the positioning of Estrella Galicia in the Chinese market where it has been operating for more than 10 years. In 2010, it established one of its first companies outside our borders, Rivera Shanghai, with the aim of addressing the great potential of the Chinese market through its own subsidiary.