April 21, 2017 4:40 pm JST

TV Tokyo targets Chinese shoppers with pop-up store

Tie-up with mobile e-commerce site to feature Japanese goods

The e-commerce site of Hangzhou Seagoor International Trading

TOKYO -- TV Tokyo Direct, a mail-order and online retailing subsidiary of Japanese broadcaster TV Tokyo, will begin a push into the Chinese market this month through a tie-up with a local online retailer.

On Saturday, the company will open a pop-up store in a Hangzhou, southwest of Shanghai. The store will feature Japanese consumer products, sundries and appliances.

Buyers will be directed by smartphone to the site of Hangzhou Seagoor International Trading, an e-commerce company that handles more than 23,000 products and has about 750,000 subscribers.

The idea is to attract customer interest by displaying products at the pop-up store, and then direct them to Seagoor International's site. Selected products will be displayed both at the physical shop and on the mobile website. Wealthy Chinese with an interest in Japanese products are TV Tokyo Direct's target customers.

Each item at the pop-up store will have a bar code that can be scanned. After scanning, the customer will be directed to the purchase screen on the e-commerce site. After payment is confirmed, the item will be shipped from a bonded warehouse in China.

The TV Tokyo group will send merchandise to a Seagoor warehouse in Japan. From there, the goods will be shipped to the Chinese bonded warehouse. 

TV Tokyo Direct, along with several other Japanese companies, will be sellers on the Seagoor site. A foreign retailer operating on the Seagoor site will also sell some Japanese products.

According to Japan's Ministry of Economy, Trade and Industry, total online retail sales from Japan to China came to about 800 billion yen ($7.32w billion) in 2015. The ministry expects that figure to rise to about 2.3 trillion yen by 2019.

TV Tokyo is a member company of the Nikkei group.

(Nikkei)

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