Selling online via Alibaba’s Tmall Global, US department store chain Macy’s says it has attracted 300,000 followers.

Now it will launch its own Chinese e-commerce site next year.

Macy’s began selling on Tmall Global last November, and Alibaba says it has become one of the most popular retailers, selling 1500 fashion products from such brands as Klein, Fossil, Kipling and Tommy Hilfiger.

Macy’s has also broadcast live shows online to explain its history and introduce its US stores to Chinese consumers. A Macy’s online broadcast about last month’s New York Fashion Week attracted about 100,000 Chinese viewers and resulted in about 150 million posts to Chinese social network Weibo, according to Macy’s.

Many Chinese consumers shop in Macy’s stores when they travel to the US, and China is important for the company, the retailer says. However, the two markets are very different, according to Macy’s MD for China Dustin Jones.

“Chinese consumers want to know many details, while US consumers only want to check out quickly,” he says. “We are still learning in China and will speed up our expansion next year.”

Macy’s sells only online in China.

This article first appeared on our sister site, Inside Retail Asia.

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