Orange Garten: Migros enters the online business in China

M-Industry has entered into cooperation with NetEase Kaola. NetEase Kaolo is the number one in cross-border e-commerce in China. M-Industrie runs an online store on Kaola under the name "Orange Garten", offering Migros products such as coffee, snacks and drinks. An expansion of the product range on Kaola as well as sales via other Chinese online channels are being planned. The target group is the Chinese middle class, which prefers foreign products with proof of quality. The goods are produced by M-Industry companies in Switzerland and shipped to a logistics center in China, from where they reach the end consumer via local distribution partners.

"We have been following the development in Asian online retail for some time. With rising purchasing power, the Chinese are placing increasing value on safe and high-quality food. With our Swiss understanding of quality and high production standards, we optimally meet this need. At Kaola, we are now testing how our products are received by Chinese consumers with a selected assortment," says Walter Huber, Head of M-Industry and member of the General Management of the Federation of Migros Cooperatives.

The name "Orange Garden" refers to the history and values of Migros and is now being used to market Migros products abroad. In order to show Chinese customers the values behind the products, a dedicated website was also developed under this name. It is aimed specifically at the Chinese market as an information and image platform: Orangegarden.cn

M-Industrie, with its 25 high-performance companies in Switzerland and seven production plants as well as various trading platforms abroad, is part of the Migros Group. It offers over 20,000 food and near-food products, making it one of the world's largest private label producers. It exports Swiss quality products to over 50 countries. Its customers include well-known major international companies.