Musinsa said on the 8th that it has opened an official online store on China's largest cross-border shopping platform, Tmall Global, and will speed up expanding overseas sales channels for K-fashion brands.
Earlier, Musinsa opened a flagship store on China's e-commerce platform Tmall last year. By entering Tmall Global, a cross-border e-commerce channel, this year, it has established a channel structure that targets both China's domestic market and cross-border shopping demand at the same time.
While the existing Tmall store has focused on brands and products tailored to localization in China, Tmall Global will serve as a window for Chinese consumers to access the latest K-fashion trends more quickly. Through this, Musinsa plans to broaden customer touchpoints in China on multiple layers and lower the barriers to entry for domestic designer brands.
In particular, Musinsa sees the launch on Tmall Global as a new opportunity for small and midsize fashion brands that have struggled to enter the Chinese market. This is because they can reach Chinese consumers through relatively streamlined procedures without initial investment expense and operating burdens such as establishing a local entity or building distribution networks.
Musinsa plans to provide a one-stop overseas expansion solution that supports the entire process for participating brands, from technical integration to logistics, marketing, and customer service (CS). Partner brands can link their sales to the Musinsa Global Store and Tmall Global simply by listing products on the domestic Musinsa Store. The company said this will secure overseas sales opportunities with minimal operating resources and reduce market-entry risks.
Going forward, Musinsa will integrate its content and curation capabilities into the operation of Tmall Global to enhance the system so local consumers can intuitively explore K-fashion trends. It will also roll out large-scale marketing activities linked to Tmall Global—such as campaigns, customer benefit promotions, and live broadcasts—to boost brand awareness and sales for participating labels.
Meanwhile, 100 days after entering the Chinese market in September last year, Musinsa's combined online and offline cumulative transaction amount (based on shipments) surpassed about 10 billion won. This year, it plans to increase its stores in China to more than 10 and aims to open a total of 100 stores by 2030.
A Musinsa official said, "The launch on Tmall Global is not just an expansion of sales channels but a strategic approach to target the Chinese market in a long-term and structural way," adding, "Musinsa will continue to take the lead in the global growth of emerging brands and the expansion of K-fashion's base, backed by the platform's curation, distribution, and marketing capabilities."