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Suning Unveils “One-stop Solution” for Foreign Brands Seeking Entry into China


Suning International, the international business arm of Chinese retail giant Suning Group, unveiled a new cross-border initiative that will see the company partner with foreign brands that are seeking entry and expansion into the world’s second largest economy.


Leveraging its global supply chains and digital capabilities, Suning International is offering overseas brands a “customized one-stop solution” that will help them draw Chinese consumers, whose shopping preferences and habits have shifted since China entered a rapid recovery path for economic normalization in the second half of last year.


“It’s really interesting for us to see the changes in purchasing behaviors of young consumers, especially for China’s Generation Z in the post-pandemic era. Firstly, we see them gravitating towards foreign products with interesting selling points, a good brand story from their country of origin and most importantly, traceability and authenticity; Secondly, we see more and more young people going on e-commerce platforms to make purchases,” Suning International General Manager Melody Jia told Pandaily on the sidelines of the press conference held on Friday, coinciding with the China International Consumer Products Expo held in Haikou, Hainan.


Suning International will offer foreign brands its cross-border trade solutions, which include customs clearance and warehouse operations, global supply chain and logistics services, new retail channel networks, as well as comprehensive financial management.


Additionally, it will provide business planning services focusing on localized strategic consulting and content marketing — a critical area for overseas brands to develop the right China market strategy and succeed in the long term.


“These brands may be well-known and time-honored in their own countries, but to enter the Chinese market and succeed, they need suitable localization strategies ,” Jia said.


Read More at https://pandaily.com/suning-unveils-one-stop-solution-for-foreign-brands-seeking-entry-into-china/

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