Subscribe / Unsubscribe Enewsletters | Login | Register

Pencil Banner launches an online mall for U.S. goods

Nurdianah Md Nur | July 28, 2015
The ‘U.S. Mall’ will offer American cosmetics, electronics, and apparel, including a clothing line designed by Taylor Swift.

shopping cart

Chinese e-commerce giant is now offering American goods on a new channel on its site, in an effort to meet the Chinese consumers' growing appetites for international products.

Called 'U.S. Mall', the channel will sell imported American cosmetics, electronics, and apparel, including an exclusive fashion line by singer-songwriter Taylor Swift.

The move aims to tap on the increasing number of Chinese consumers buying foreign goods from online sites, which is driven by the rise of the Chinese middle class. According to DHL - the delivery logistics provider for U.S. Mall - the total value of exports from the U.S. to China in 2014 amounted to over US$123 billion. 

"Chinese consumers appreciate that the U.S. is a global leader in the areas of product reputation, quality, reliability and variety of goods," said Richard Liu, CEO of "With's U.S. Mall up and running, Chinese consumers have an ever-growing range of new choices of American products."

Many e-commerce platforms, including's rival Alibaba, have been criticized for the number of counterfeit products bought and sold there. In response to that, Liu assured that counterfeit goods will not be tolerated on the site. "Our core advantage of zero tolerance towards counterfeits [will help us] gain excellent momentum attracting US brands to our site." 


Sign up for CIO Asia eNewsletters.