Sainsbury’s Expands Private Brand in China

Sainsbury ChinaBritish retailer Sainsbury’s plans to grow its business in China and develop its partnership with Alibaba by doubling the number of its private brand products that are available on Alibaba’s Tmall Global online marketplace.

The move to accelerate its presence in China comes after a successful first phase of growth and less than a year into the trial. Sainsbury’s will now sell over 100 Sainsbury’s branded products across four categories – British Breakfast, Drinks, Organic and Baby – on the Tmall Global marketplace. There are plans for further ranges to be added in the autumn.

Online Chinese sales are dominated by key promotional sales events and Sainsbury’s and Alibaba are pleased to announce that Sainsbury’s will be the only international retailer to have a Super Brand Day on Tmall during the important annual 8.8 Tmall Global Shopping Festival event (8th August).

John Rogers, Chief Financial Officer at Sainsbury’s, said: “Chinese online shoppers are increasingly demanding high quality international products. Many customers also want to replicate tastes and occasions that they have enjoyed or heard about through international travel. Products to make a British breakfast and English afternoon tea have therefore proved hits and top-selling lines to date include Sainsbury’s Taste the Difference Granola with raisins, honey and nuts, tea, shortbread and UHT milk.

“Our trial with Tmall has enabled us to learn a lot about China’s huge digital market, including the importance of sales events such as Singles’ Day and 8.8. Alibaba’s expertise in the rapidly growing Chinese digital consumer market will be a huge asset to us as we grow and develop our business in China and we look forward to working with them on this exciting opportunity.”

Amee Chande, Managing Director for Alibaba Group, UK/Ireland & Nordics: “Alibaba are proud to be providing Sainsbury’s with the online platform to build brand awareness, directly engage a new audience and meet the evolving food and lifestyle demands of the Chinese consumer. As one of the most prominent British retail brands, Sainsbury’s is a key addition to our ecosystem and our collaboration is introducing the large and growing Chinese consumer class to a new range of products to enhance their daily lives.”



Facebooktwittergoogle_plusredditpinterestlinkedinmail
VIASainsbury
Previous articleWhole Foods Preps To Enter Meal Kits
Next articleCircle K Launches Traffic Cigarettes
Christopher Durham

Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan).

Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s.
Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago.

Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.