The China website is the portal’s eighth territory-specific site launch, after the US, Australia, France, Germany, Italy, Spain and Russia. The ASOS China site will price its products in Chinese Renminbi (RMB), with local editorial content as well as culturally relevant marketing newsletters, site banners and tailored social-media outlets across Sina Weibo.
Nick Robertson, CEO of ASOS, said China continues to impress the company with its steady growth. “Tthe launch will not only help navigate and break down existing barriers but it will also improve the ASOS experience for our fast-growing number of Chinese customers,” he said.
ASOS China will gradually introduce brands at all levels, such as American Apparel and Mango; niche brands such as Cheap Monday, Religion and G Star; and premium brands Ted Baker and Sonia by Sonia Rykiel. It adopts both Alipay and cash-on-delivery for Chinese consumers, with a 28-day return policy.
According to full-year trading figures released in August 2013, the company has more than 21.3 million unique visitors monthly, with 13.2 million registered users and 7.1 million active customers. The retailer has recorded 44 per cent year-on-year international growth, and international sales now account for 63 per cent of its overall sales.
The e-commerce space has seen robust development and territorial maneuvering in the last year. Taobao, China's largest business-to-consumer online shopping site, ventured into Southeast Asia in September by setting up a Southeast Asia hub in Singapore.