UK brand ASOS is expanding into China with a “Cultural relevance” approach. We will keep an eye on how they succeed in this fierce market…


UK fashion portal Asos has launched its much-anticipated standalone Chinese website, as it moves to accelerate its international growth. will become the brand’s eighth international market, joining the US,Australia, France, Germany, Italy, Spain and Russia.The retailer will offer a 365-day delivery service and a seven-day “hotline” service accessible from 9am until 10pm.

More than 6,000 Asos-branded womenswear and menswear items will go on sale by spring 2014, priced in Chinese Yuan Renminbi (RMB), with other brands such as American Apparel and Mango set to roll out “gradually” at a later date.

It is planning to run a tranche of bespoke editorial content and “culturally relevant” marketing newsletters to drive awareness among Chinese consumers, including activity on Chinese popular micro-blogging platform Sina Weibo.

Nick Robertson, Asos chief executive, said: “China continues to impress us with its steady growth. While the launch will not only help navigate and break down existing barriers, but also dramatically improve the ASOS experience for our fast-growing number of Chinese customers.”

Asos , which defines itself as the world’s number one fashion destination for global “twenty-somethings”, recently reported 44% year-on-year growth in international sales, accounting for 63% of its total sales.

The ecommerce site now claims to attract more than 21.3 million unique monthly visits. 

Read more from the Guardian here.