Under the MoU, Tmall, a Chinese-language website for business-to-consumer (B2C) online retail operated in China by Alibaba Group, and Benjarong brand owner Asia Golden Rice, will identify 5,000 acres of land in Ubon Ratchathani province for producing jasmine rice for sale on Tmall, and also streamline the supply chain of jasmine rice production. The rice will be distributed through Alibaba’s channels including Hema and Tmall with an omnichannel (online+offline) approach. According to Zheng Zheng, the person in charge of Benjarong, the Thai rice exporter has leveraged on Alibaba’s consumer insights to transform and streamline its global supply chain. Benjarong, a leading Thai rice brand that entered the China market in 2002, started cooperation with Tmall in 2014. To date, Benjarong accounts for about 50 per cent of Thai rice sales on Tmall’s platforms.

Source: The Nation Bangkok November 04, 2017 03:00 UTC