Swiss retail group Migros has started selling selected products under the Orange Garten brand through Chinese online platform NetEase Kaola.
Migros is currently offering products such as coffee, snacks and drinks on Kaola, however, an expansion in the product assortment as well as distribution on other online channels in China is being planned.
The Swiss company says that it is targeting the Chinese middle class who appreciate high quality foreign products. The goods are produced by Industria Migros and sent to a logistics centre in China, from where they go to local distributors and then to the final consumers.
"We have been closely following the development of Asian online business for some time now," said Walter Huber, director of Industria Migros. "Thanks to their growing purchasing power, Chinese consumers appreciate more secure and valuable groceries."
The brand name Orange Garten refers to the history and values of the company, and is now used to market Migros products abroad.
Swiss Exports
With 23 companies in Switzerland and 7 manufacturing plants, as well as various trading platforms abroad, Migros Industria is part of the Migros Group.
It produces over 20,000 private label grocery products, which are exported to more than 50 countries worldwide.
Meanwhile, online platform NetEase Kaola markets over 5,000 brands from more than 80 countries, and has 12 branch offices in China, Germany, USA, Italy, Japan, South Korea and Australia.
© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Branislav Pekic. Click subscribe to sign up to ESM: The European Supermarket Magazine
