Draftfcb China promotes eBay's e-commerce partnership with Xiu.com

eBay Style, which was formally launched on 12 November with domestic peer Xiu.com, is a fully localised website bringing eBay’s global fashion inventory from 5000 brands to Chinese consumers—a selection that eBay claims is "unmatched in China” after it failed in the market five years ago.

Xiu.com will be responsible for handling sales, logistics and customer service, as well as curating and translating the product search and browsing experience in Chinese language.

Draftfcb has built a nationwide campaign for the new platform with an array of digital channels supported by press advertising to drive awareness of eBay Style, including web banners, mobile marketing, social media, public relations executions, smartphone and tablet applications.

The agency's Greater China chairman and CEO, Pully Chau, said the campaign is targeting both trend-setters and followers across China, and offers them relevant personalised information that can be applied in their daily lives to complement their fashion interests.

Melanie Tan, vice president for eBay added earlier that she has seen a 40 per cent year-on-year increase of goods bought by Chinese consumers navigating eBay.com in English.