PANDORA made its first step of retailing its jewellery online in China as it featured its jewellery for Chinese consumers on Alibaba Group’s Tmall.com. The platform is a b-to-c (business to consumer) online platform.

The launch on Tmall.com will be followed by the launch of the company’s own eSTORE in December, 2016.

In connection with the launch, Kenneth Madsen, President, PANDORA Asia Pacific, said: “The launch of PANDORA jewellery on Tmall.com is another important step in establishing the PANDORA brand amongst Chinese consumers. Tmall is a clear leader in China’s internet retail space, and is the right business partner for PANDORA to get the broadest approach to the Chinese consumer.”

Internet retailing in China is growing in popularity amongst consumers, driven by faster internet, greater payment security and increasing convenience. In 2015, internet retailing in China generated sales of CNY 1,795 billion or a 53 percent increase compared to 2014. The jewellery market in China is the largest jewellery market in the world, which in 2015 had a value of CNY 607 billion or an increase of 7 percent compared to 2014. In the period 2016-2021, the Chinese jewellery market is expected to grow with a compound annual growth rate (CAGR) of 6%, according to Euromonitor.