Cross-border e-commerce platform NetEase Kaola’s offline ambition

NetEase Kaola is tapping the offline retail boom to extend its branding presence in a brick-and-mortar way. Following the online-to-offline trend led by Chinese e-commerce giants, namely TMall, JD.com and Suning, Kaola launched its flagship store in Hangzhou and announced another 15 shops are in the planning stage. NetEase says the aim is to address the problem connecting purchasing impetus and real products, in a way which decreases customers’ decision-making times.