Cross-border e-commerce platforms to set up more offline stores

Cross-border e-commerce platforms in China are accelerating efforts to open more offline stores to cash in on the growing demand arising from consumption upgrade and the rise of middle and high-income shoppers.

NetEase Kaola, a cross-border portal owned by internet company Net-Ease Inc, officially opened its first flagship store in Hangzhou, capital of East China's Zhejiang province, on Sunday, and said it would open 15 offline stores this year.

The flagship store, located near the West Lake scenic spot, features the use of big data and algorithms to pinpoint customer needs. Spread over an area of 700 square meters, the store sells the most popular products among Chinese customers, including categories like beauty makeup, personal care, baby products, electronics, home appliances, clothing and luxury products.