United Biscuits (UB), a leading international manufacturer of biscuits, cakes and snacks, has officially opened its flagship eCommerce store for consumers in China on Alibaba Group's Tmall Global platform.
The launch of the store is strategically timed to take place just before Alibaba's 11.11 Global Shopping Festival on 11 November. This 24-hour sale is China's annual shopping event that in previous years has outperformed Black Friday and Cyber Monday in the USA. In 2014, Alibaba generated USD 9.3 billion in gross merchandise volume during the 24-hour sale on 11 November alone.McVitie's pack
China is a strategic market for UB. It is the fourth largest biscuit market in the world, despite biscuit consumption per capita being still only half the world average. UB launched its McVitie's Digestives in China in 2012 via traditional retailers, and since introducing the brand to the market, Chinese consumers have taken a real liking to these wholesome British food icons.
Consumers in China recognise McVitie's great tasting products and are willing to pay a premium for the high quality hygiene and food safety standards of UB imported products. The McVitie's Digestive achieved the highest accolade by the International Taste & Quality Institute[1] certifying its superior taste. In a bid to meet the growing consumer demand, UB is now putting increasing emphasis on eCommerce channels in China, in addition to its traditional retail business
