DS AUTOMOBILES STRENGTHENS ITS E-COMMERCE STRATEGY IN CHINA WITH TMALL, THE COUNTRY’S LARGEST B2C PLATFORM

China, the world’s number-one trading power, is the number-two market for DS Automobiles. With a network of 109 DS Stores in the country’s largest cities, the Brand reinforced its presence a few days ago by launching online sales of its models through a partnership signed by CAPSA, its joint venture in China, with Alibaba, Kun Peng Financing Leasing Company and Banque PSA Finance.

The Tmall B2C platform belonging to the Alibaba group has been selected for the new sales channel. Esteemed for its simplicity in use and the trust web users place in the site, Tmall is a major player in online transactions.

Simplicity, seamlessness and rapidity are the keywords for this new purchasing approach. Digital media are a natural part of the habits of Chinese consumers, particularly digital-native millennials, for whom online sales are part of everyday life.

Customers can become the owners of a DS in just a few clicks, beginning with the download of the Tmall app. Buyers choose their model and financing option in a dedicated DS area (with a maximum limit of RMB 200,000). Approval of the application triggers a QR code that the customer presents at a DS Store, where they can finalise their financing contract and drive away in their new DS.

Commenting, Thierry Poirat, Managing Director of DS in China, said: “We are building tomorrow’s automotive experience today, an experience sought after by the young generation of Chinese executives and entrepreneurs, one that combines the best in e-commerce platforms, financing and physical distribution.”

Jean-François Mady, Vice-President, China-Southeast Asia and India-Pacific at Banque PSA Finance, said: “The partnership with Tmall is one of the most advanced digital experiences integrating the network. Our ambition now is to build on this experience and brings our customers digital one-stop shopping.”