Musinsa has built a channel structure to target both China’s domestic market and demand for overseas direct purchases. Musinsa said on June 8 it opened an online official store on Tmall Global, China’s largest cross-border shopping platform.

Musinsa expanded its business scope to include the cross-border e-commerce platform Tmall Global after opening a Tmall flagship store last year. While Tmall focuses on shopping experiences centered on brands localized for China, Tmall Global serves as a channel for quickly accessing the latest K-fashion trends. Operating both channels will expand Musinsa’s customer touchpoints in China on multiple levels.

It also allows entry into the China market without setting up a local entity or building a distribution network. Musinsa provides a one-stop overseas expansion solution that supports the entire process, including technology integration, logistics, marketing and customer service. Partner brands can link to sales on Tmall Global by only listing products in Musinsa’s domestic store.

Musinsa plans to advance its operating system by combining its curation capabilities so local consumers can explore K-fashion trends. It also plans marketing activities such as Tmall Global-linked campaigns, customer benefit promotions and live broadcasts.

A Musinsa official said entering Tmall Global was a strategic approach to target the China market over the long term and in a structured way, beyond a simple expansion of sales channels. The official said Musinsa will take the lead in helping emerging brands grow globally and broadening the base of K-fashion, based on strengths in curation, distribution and marketing.