The Victorian Government is helping Victorian fashion and lifestyle e-commerce brands prepare to tap into China’s booming online consumer market, hosting a workshop yesterday, during VAMFF with some of the world’s leading e-commerce companies.
As part of VAMFF (Virgin Australia Melbourne Fashion Festival) currently going in on Melbourne, yesterday’s presenters at the Fashion Festival E-Commerce Workshop gave attendees a mixture of tips and case studies about their own success.
Alibaba’s Tmall Fashion Group and Chemist Warehouse were amongst those who gave local business owners in fashion, lifestyle and beauty brands a look into what it takes to thrive and be successful in China, providing insights into the Chinese consumer and the Chinese online retail market.
With more than 650 million users spending an estimated $779 billion a year, China’s e-commerce market is the largest in the world and is becoming an increasingly attractive international market for Victorian exports.
E-commerce continues to create more and more business opportunities in Victoria, with last month’s announcement that saw Alibaba locate its Australia and New Zealand headquarters in Melbourne, Victoria in a deal struck by the Victorian Government, Alibaba’s Tmall platform and Australia Post in March 2016 to help on-board local companies to the digital shopfront so they could start exporting.
Nancy Jian, chief operating officer at Chemist Warehouse China division spoke about the retailer’s market strategy for the Chinese market and the pricing overview the company undertook, which has helped it thrive in China.
Chemist Warehouse launched its business in China in 2015, selling on Alibaba’s Tmall Global e-commerce platform.
Last year the company outperformed and rose a winner on Alibaba Group’s 11:11 Global Shopping Festival, selling 1 million yuan worth of stock in the first 3 minutes during the 24 hour sale. Not just that, Chemist Warehouse was also the first merchant on Tmall Global to reach 10 million yuan in under an hour (46 minutes).
The company also won this year’s Power Retail All Star Bash Award as Top Cross-Border e-tailer in Australia. Jian says while launching in the Chinese market has proved to be a success so far, it was 15 months in the making before they saw any real results and it took hard work, and having the right market strategy and price point, but most of all Jian says, having the bravado to getting out there and starting your cross border project. “It doesn’t matter where you start. Just start.”
As part of a new International Engagement Program, the government is also sponsoring two designer runways at VAMFF with a focus on China and Indonesia to promote collaboration in the creative industries with our Asian neighbours.
“Melbourne is Australia’s fashion capital and we are working hard to help our leading fashion and lifestyle businesses take that reputation to the rest of the world,” said Philip Dalidakis, Minister for Small Business, Innovation and Trade.
“We are supporting Victorian companies to better understand the Chinese e-commerce market and its consumers. This will not only help them increase exports but will create more growth and jobs locally.”