Cross-border e-commerce platform NetEase Kaola plans to open 15 new brick-and-mortar stores during 2019 in a bid to keep up with the new retail boom in China.

The company made the announcement at the opening ceremony of its flagship offline store in the eastern Chinese city of Hangzhou. The store’s opening marks a continuation of NetEase’s plans to tap the ongoing new retail boom, which aims to connect the online and offline worlds.

Netease Kaola CEO Zhang Lei said the company will strengthen its offline expansion during the year to create more interactive shopping experiences.

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Emma Lee

Emma Lee is Shanghai-based tech writer, covering startups and tech happenings in China and Asia in general. We are looking for stories related to tech and China. Reach her at lixin@technode.com.