Moonbasa to launch US Brand Mall

After JD.com, China's second biggest e-commerce platform after Alibaba, announced the creation of a "US Mall" last month, where customers can find authentic American products, China’s leading fashion e-commerce platform Moonbasa is following suit: it will officially launch a "US Brand Mall" at the upcoming WWDMAGIC trade show in Las Vegas (August 17-19, 2015). The new country-specific fashion mall positions itself as a "portal for US fashion brands to access Chinese consumers".

“I saw I could help US manufacturers open a huge market for a nominal cost and also serve the Chinese consumers by bringing the style and quality of US fashion brands at affordable prices,” commented Moonbasa CEO Don Ho.

Moonbasa targets China's young, upwardly mobile consumers

Moonbasa, launched in 2007, belongs to Mola Internet Technology Co., based in Los Angeles and Shanghai. The group is one of China's biggest B2C e-commerce companies. Moonbasa focuses on womens- and menswear as well as lingerie, swimwear, cosmetics and accessories and targets young, fashion-conscious consumers. It has positioned itself as a mid- to high-level brand for young, upper middle class consumers between 20 to 30 years of age.

The company's marketing strategy banks on a foreign brand image as trendsetters in China are still mostly dominated by western brands. Thus, Moonbasa's menswear brand Monteamor is designed and positioned to look like an Italian brand. Other brands are Rutisher, Korirl, Ing2Ing and Suorang.

Moonbasa is currently a fashion destination for 360 million Chinese consumers and has 40 million registered members. More than 2 million visitors stop by the site each day. Via the new US Brand Mall, US fashion brands will be able to set up custom online stores supported by Moonbasa’s turnkey platform that includes image uploading, translation, logistics, customer service and performance marketing.