Danish fashion marketplace Miinto further taps into the China market with Azoya on a new round of expansion program which will place the popular retailer on Tmall Global, a leading e-commerce marketplace in China. After the launch on May 20th, a popular online Valentine’s Day in China, Miinto China is now offering over 500,000 products from over 1,000 curated boutiques from Europe.
Miinto’s first debut in China was in 2021 during Covid19 with a strategic partnership with JD.com, along with the launch of a standalone China website, WeChat mini-program and APPs dedicated for the Chinese customers. The fashion marketplace saw tremendous opportunity and gap of supplies in the Chinese Market of premium European designer fashion, where younger generation consumers are looking for niche but personalized offer that differs from the local market. Miinto’s China operation had been on YOY growth and Q1 of 2024 witnessed 50% increase of revenue compared with last year.
Luxury and designer fashion e-commerce had been a tremendous market in China, and Gen-Z consumers tend to browse on leading Chinese online platforms such as Tmall and JD.com for international offers. It also had attracted major international players such as Farfetch, Net-A-Porter, Mytheresa, Ssense who were in the market earlier and found success. The unique value proposition of Miinto in China is the breadth of fashion items covering not just the international premium offers, including both in-season and off-season selections, but also niche European brands who lacks trusted channel to impress and sell to the Chinese bourgeoning shoppers. Currently all Miinto’s China orders are fulfilled from Europe and shipped to China via international courier services including Cainiao and JD Logistics, and customers can expect their orders to arrive at their doorsteps within just a few days.
As a ‘bridge to China retail,’ Azoya is an integrated turnkey e-commerce solution provider, helping global retailers enter the large and growing Chinese market through a fully-managed cross-border e-commerce model. “Technology is a crucial part of our business model as Azoya have proprietary SaaS platform that supports over tens of millions of products localized and updated from global sellers for China,” says Fabian Goehler, a senior advisor at Azoya based in Munich Germany, “And marketing matters as well because of the evolving digital landscape in China, and brands need professional services to navigate the nuances of the Chinese social media and e-commerce platforms.”
Christian Lorenz Peterson, the COO of Miinto says “We are now in our 3rd year in the China market and the excellent results of our local partnership and consumer feedback has meant we can now explore further opportunities for Miinto, and Tmall Global which is next in line of our China strategy as it host not only some of the biggest fashion retailers and brands, but also the wide consumer base. The success from the past 3 years is amazing to see and we look forward to the next rollout phase to further launch Miinto into China.”
About Azoya
Azoya is a leading, cross-border e-commerce solutions provider in China, Azoya offers a turnkey, low risk and end-to-end solution for retailers around the world to gain access to China’s online retail market with comprehensive offerings including setup of e-commerce platform, merchandising, localized marketing, payment, fulfillment and logistics, as well as post-transaction customer services.
About Miinto
Miinto offers global customers seamless access to the world’s best fashion brands, available at the world’s best fashion boutiques. The Danish fashion marketplace collaborates with over 1300 luxury boutiques around the world and update new products on daily basis. Currently Miinto operates in over dozens international markets and expose products to more than 10 million monthly visitors.
