Sainsbury’s has launched in China through a partnership with Alibab’s Tmall website five years after first exploring an entry into that market. At first they are focusing on selling “high quality ambient product” in order to crack into the growing demand for premium organic ranges.
Sainsbury’s is trialling a small number of products on the Alibaba platform Tmall, including So Organic and Taste the Difference lines: this includes its own-brand long-life British milk from a Devonshire dairy, a baby range and the components of British afternoon tea. Sainsbury’s is not planning to open any physical stores in the country.
The grocer is expecting to release results of the launch’s progress next week.