Macy’s Steps Into Chinese Market With New eCommerce Operation

When there are over a billion people in a country, it’s not surprising to hear it’s an attractive market.

That’s likely what Macy’s thought when it made announced plans to open up a complete digital storefront. This isn’t the first time that Macy’s has been found connected with the Chinese market, but the move gives Macy’s a specific portal in China.

Macy’s had originally launched on Tmall Global, owned by Alibaba Group elements, which allowed the company to offer up its own goods in the country.

While Macy’s kept mum about its successes in China already, it did note that over 300,000 consumers had already committed to receiving notices about Macy’s offerings, suggesting that there was no shortage of at least somewhat interested shoppers looking to know more about what Macy’s had in store.

Plus, Macy’s is drawing interest from live events, like a New York Fashion Week show that got around 100,000 Chinese viewers as well as 150 million posts on Weibo, the Chinese social media network.

Alibaba, meanwhile, did confirm that Macy’s was one of Tmall Global’s most popular sellers, thanks in some part to its connection to other brands like Tommy Hilfiger and Fossil. Some have even wondered if Macy’s might be looking to launch a brick-and-mortar presence in China thanks to its sheer popularity.

What we do know, however, is that the Chinese market is a major figure in many operations’ long-term planning, and with good reason. There are too many people ready to buy things over there not to take it seriously, and with an expanding middle class, that’s likely to only improve. Macy’s is going where the customers are, which is an essential marketing imperative, and should end well for the operation.

A Chinese expansion has already gone well so far for Macy’s thanks to the Tmall Global initiative, and it’s a safe bet that a more dedicated online operation will go well too. While it may not end up in a physical plant for Macy’s in China, it’s still likely to get solid results out of what it has.