JD.com Inc, the no. 2 Chinese e-commerce company, said it would start selling U.S. products to customers in China through a new store on its website, as it looks to battle competition from bigger rival Alibaba Group Holding Ltd.

Both companies have recently started exclusive stores that offer products from countries including Japan, France, South Korea and Australia.

JD.com and Alibaba have been vying to attract big, international brands onto their sites. Bagging international names can be a huge credibility boost and a sign of implicit trust in China, a market notorious for the proliferation of fake and knock-off products.

JD.com said the “U.S. Mall” would feature American brands such as Converse, Samsonite, and major apparel labels that are part of the Global Brands Group, including Nautica Kids and Jeep apparel.

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Cosmetics retailer Sephora has opened an online “flagship” store on JD.com, Alibaba’s rival, in part to reassure Chinese consumers they are buying authentic make-up in a country where around up to 20% of the cosmetics market is counterfeit.

“We’ve seen the effort by JD.com that they value authenticity, Helen Zhou, vice president of marketing and e-commerce for Sephora China, said in an interview today.

China’s government has recently zeroed in on fighting online fakes to reassure the country’s online shoppers who increasingly desire authentic, brand name goods. China’s State Administration for Industry and Commerce said this spring it is intensifying penalties for online shops selling fakes and increasing fines to make “traders who sell such goods unable to continue operations or go bankrupt,” SAIC’s head Zhang Mao said.

Sephora, which is part of French luxury goods group LVMH Moet Hennessy Louis Vuitton SA  LVMUY , said choosing JD.com  JD-2  as a partner came down to the company’s reputation for selling genuine products and its logistics: if Sephora keeps inventory at JD’s warehouses they could offer same-day delivery in 130 Chinese districts and counties (for now, Sephora will run its own inventory except in Shanghai).

To read more about JD’s new US store from Reuters and about Sephora specifically at Fortune.

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