E-commerce platform NetEase Kaola on Friday announced that it will open its first factory-to-consumer (F2C) store in Hangzhou over the weekend, underscoring the online retailer’s push into offline.

Kaola had initially launched the F2C initiative in September 2017 on its cross-border e-commerce platform under the same name, offering goods direct from factories to consumers. The factory store will sell more than 20,000 lifestyle products from 400 global manufacturers.

It plans to open 12 brick-and-mortar factory stores in major Chinese cities including Shenzhen and Wuhan within the year, said the company. In January, it announced that it would open 15 flagship stores featuring imported cosmetics at competitive prices by end-year.

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Jill Shen

Jill Shen is Shanghai-based technology reporter. She covers Chinese mobility, autonomous vehicles, and electric cars. Connect with her via e-mail: jill.shen@technode.com or Twitter: @yushan_shen