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China Ecommerce Asos

ASOS pulls local China offering after less than 3 years

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By Charlotte McEleny, Asia Editor

April 8, 2016 | 2 min read

ASOS has decided to pull out of running a dedicated China business, less than three years after it launched into the market.

According to the Guardian, ASOS spent £10m trying to make a mark in China, the biggest ecommerce market in the world. This year alone, it’s reported to have made a loss of £4 million.

Not long after its launch in 2013, ASOS had already started to prioritise growth in other markets such as UK, Europe and US. According to reports, a key issue in its Chinese plans was the post office placing a preference for local brands and businesses.

ASOS chief executive Nick Beighton, said the company would still serve chinese customers but via its ASOS.com website, rather than having a specific localised service.

“We’ll continue to do business in China. We are simply serving our growing customer base there in a more efficient, less costly manner,” he said.

The local website had offered around 6,000 products but by switching to the global website, Chinese consumers can now access the full ASOS offering of around 80,000 products, according to the retailer.

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