The Galician beer company launches its online channel through the largest online commerce platform in China, TMALL. Chinese consumers will have access to all Estrella Galicia products, as well as glassware and merchandising from the Coruña brand.
TMALL belongs to Alibaba Group, the third most visited website in the world with more than 500 million monthly users, is behind only Google and Yahoo. This subsidiary of the Chinese technology giant also helps foreign brands to find their niche in the Chinese market and brings the country’s consumers closer together in a simpler and faster way.
Chinese consumers will now be able to enjoy the brand’s full range of beers, including its line Estrella Galicia 0,0 and 1906. Juan Paz, director of Estrella Galicia International, notes that “We are convinced that our market place in TMALL will be a key tool for our positioning in the Chinese market, both in the development of our sales and with regard to brand awareness “. “The Chinese consumer is highly digitized, in fact, 50% of retail consumption is already online, and it is essential to adapt to their habits“, Add.
Star Galicia has also launched WeChat and Weibo, the most famous social networks in China, to promote the launch of e-commerce in the country. Through these social networks, it will show content of interest to the Chinese consumer that will guide them to buy, thus generating synergies between both platforms.
The Galician company has been present in the Asian country for ten years, but now it seeks to have a better positioning. In 2010, it constituted 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.
