NetEase Kaola, Chinas’ leading cross-border e-commerce operator, recently inked strategic cooperation agreements with a number of Japan-based high-end brands, including Tenga,Sastty, Shinyakoso, Spa Treatment, belulu, Purevivi, LuLuLun and Dokkan Abura Das. The agreements are part of the e-commerce firm’s “made in Japan” strategy released last year whereby the firm plans to spend USD 4.5 billion to roll out more Japanese products in China’s domestic market.

NetEase Kaola has outrivaled Alibaba Group Holding’s Tmall Global or JD.com’s JD Worldwide in terms of market share for two years running, making the operator the largest of its kind in China.

Shortly before last year’s Singles Day on November 11, China’s annual one-day shopping event that is akin to a combination of Black Friday and Cyber Monday, NetEase Kaola CEO Zhang Lei disclosed the “made in Japan” strategy during her business visit to Japan, while inking agreements with six leading Japanese brands, in a move to further diversify NetEase Kaola’s product mix and cater to the increasing demand for higher quality products among Chinese shoppers.