Denmark and Alibaba Group have signed a memorandum of understanding (MoU) to increase Danish exports to China.
This MoU will see Denmark being promoted as a tourist destination of choice for Chinese travellers.
The MoU was signed at Alibaba’s headquarters in Hangzhou, China, by executive vice-chairman Joseph Tsai and Danish Minister of Foreign Affairs Anders Samuelsen.
The Danish Pavilion on Alibaba’s Tmall Global was unveiled as an imported goods marketplace that will enable Danish fashion, lifestyle and food companies to reach more than 440 million annual active buyers on Alibaba’s e-commerce platforms, as well as introduce Chinese consumers to quality, unique products from Denmark.
The concept of country pavilions was developed to helpTmall Global customers become acquainted with the culture and products from countries around the world.
The new pavilion launches with more than 20 Danish brands, which include Bang & Olufsen, Jacob Jensen Design, ECCO, ONLY and Vero Moda.
Alibaba Group and the Danish government will also strengthen cooperation in anti-counterfeiting and the protection of intellectual property.
Tsai said: “Danish design, art and lifestyle are admired all over the world for their sophistication and minimalism, and there is no doubt that Danish products will become even more popular amongst Chinese customers, enticing an ever-growing number of them to want to travel to the country themselves.”
Samuelsen said: “China is a very promising, but also a challenging market for many Danish companies.
"Chinese consumers have often limited knowledge of Danish products and with the opening of an official Danish pavilion on China’s leading e-commerce market place Tmall Global, we hope to draw attention to Danish products and brands.
"More and more retail is happening online and more in China than anywhere else, it is therefore important that the Danish Foreign Ministry can support Danish companies’ success in this particular area. I believe the establishment of an Official Danish Pavilion on Tmall Global is an important step in that direction.”