ASOS, the London-based online retailer, will launch its localised Chinese website by the autumn. The company, which delivered a 39 per cent in international retail sales to £214.7 million ($330 million) in the first half of the year, has already gone live with a Russian website.
The launch of the Russian website on 1st May followed the same model as ASOS’ other international operations, which include a localised website that supports the Cyrillic alphabet; a focused marketing team, and all fulfilment taking place from its UK hub.
The Chinese website will follow later in the year with a different operating model. To target the Chinese market, ASOS is establishing a standalone technology platform, local third-party distribution centre, local delivery solutions and payment methods, and a larger in-country team to support its Chinese operation.
The initial Asos China website will contain roughly 10 per cent of the full product range, which will expand as the Chinese business grows. Asos expects the setup to cost up to £6 million.
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