Asos Launches Long-Awaited Chinese Website

Asos.com has launched it's dedicated Chinese website after months of anticipation and speculation about what effect it might have on this business.

Asos.com/cn/ appears to be similar to the existing seven local sites but is in Han Chinese and carries prices in the local currency, RMB. The site offers a 365-day delivery service and a seven day 'hotline' which is accessible from 9am until 10 at night.

The editorial content of the site is geared to being locally relevant and it will have more than 6,000 items by Spring 2014 across men and womenswear. Third party brands will be added at some point.

Asos Arrives In China At Last

Asos.com offers 65,000 products and sells in 237 countries. Asos also has dedicated sites in the US, Australia, France, Germany, Italy, Spain and Russia, which launched in May, to bolster its international growth plans.

Chief executive Nick Robertson said last month the firm would break the £1 billion sales mark in the current financial year, a year before it had previously anticipated when it drew up targets three years ago. International sales account for two-thirds of turnover.

Robertson said: China continues to impress us with its steady growth. While the launch will not only help navigate and break down existing barriers but also dramatically improve the ASOS experience for our fast growing number of Chinese customers.