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Chief's self-styled approach pays off (2)

By Cai Xiao  (China Daily)

08:59, January 28, 2013

Ji said the difficulty they encountered at the start was persuading overseas companies there was a market in China for their middle- and high-end fashion.

Now, has more than 3 million registered users, with more than 70 percent of them active, meaning that a customer buys products on at least once a year. Users are mainly between 25 and 35 years old and familiar with global brands through overseas study, foreign movies or the Internet.

" customers have strong purchasing power, with transactions per customer averaging more than $100, the highest among Chinese e-commerce websites," Ji said.

There are between 80 million and 90 million such customers in China, according to a joint survey by eBay and

Mou said that before 2010, they mainly bought clothes, shoes and bags from around the world, and then started to negotiate with companies owning fashion brands to get their authorization to sell their products.

"We have a list of 500 global fashion brands and more than 100 have been our cooperative partners," said Mou, adding that they selected from about 5,000 global brands and found the 500 that are most suitable for Chinese customers, on price and quality.

More than 50 global brands authorized to be their online seller last year, with top Italian luxury brand Salvatore Ferragamo joining hands with in September.

Mou said of the items they brought in, 60 percent are clothes, 20 percent shoes and bags and the remaining 20 percent other accessories including watches.

In November, cooperated with eBay in launched the joint site eBay Style so that Chinese customers can access more than 5,000 fashion brands on eBay.

A survey by eBay showed that in the first half of 2012, the time Chinese Internet users spent browsing eBay's global website totaled 17 million hours.

In 2006, eBay pulled most of its businesses from the Chinese market in answer to the "free strategy" adopted by Chinese e-commerce retailer, media said.

Ji said: " and eBay have similar clients and we attach great importance to the cooperation," adding that his company is also open to other global fashion brands.

When a Chinese customer orders a product on eBay Style, the joint site, will send the order details to global merchants of eBay in the United States. Then eBay will allocate products to the warehouses of in the US and Hong Kong. Finally, brings them to the Chinese mainland and delivers to customers.

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